Network Analysis for SEO     - definition & basic concepts           - software and datasets              - applications f...
Network Analysis
Basic Concepts   Node or Vertex            Edge
Basic Concepts: CentralityDegrees: number of incoming or outgoing connectionsCloseness: ability to reach all other nodes i...
Software       Pajek             NodeXL     UCINet               Tulip    NetworkX               ORA       JUNG         An...
Software: NodeXL         Imports from:                 -Flickr              - Twitter            - Youtube     Backlink da...
Network Analysis for SEO- Interlinking between web properties                  - Analysis of backlinks     - Competitive a...
Analysis of Backlinks- who is linking to my client’s websites?
Analysis of BacklinksLinks to One Site in the        Links to Two Sites in the        Network                         Netw...
Analysis of Backlinks
Competitive Analysis- who is linking to my competitors but                      not to my client?
Competitive Analysis: Degree Centrality                - Act as hubs of information
Competitive Analysis: Betweenness Centrality  - Information frequently flows through these sites
Social Media Analysis- looking for influencers on Twitter
Social Media Analysis: 4FRNT Skis
Social Media Analysis
Social Media Analysis
Advanced Applications                         SEO- layering in other data sets                 Social Media       - brand ...
Summary            - proven field of knowledge- applications for SEO and social media       theresultspeople.com/network  ...
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Network Analysis for SEO

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  • Definition. Science, social science, business.Links b/w websites.
  • Krackhardt kite. Explain actor vertices; connections edges, undirected vs. directed.
  • Central concern: centrality.Math formula.Marketing.Information broker.
  • Meant for academics. Programming languages. Lack of documention.
  • Nodexl: free, open source, MS Research labs, mandate.Ability to import from a variety of network.
  • Organize own network; how your network fits into the web as a whole
  • Distance has no meaning, red dots are client sites.
  • Common site with high betweenness centrality: Wikipedia
  • 4FRNT Twitter network.29,300 edges between 1,250 vertices. Layout, zoom, dynamic filter, cluster.
  • Blue: 4FRNT. Orange: ESPN Ski. Lime: Armada Skis. Same niche market. Pink: The Canyons.Blue: 4FRNT. Orange: ESPN Ski. Lime: Armada Skis. Same niche market. Pink: The Canyons.
  • Teton gravity has 12,000 followers.
  • SEOMoz API for MozRank or anchor text. Google Analytics referring traffic as additional data layer.
  • Network Analysis for SEO

    1. 1. Network Analysis for SEO - definition & basic concepts - software and datasets - applications for SEO Charlotte Bourne Search Marketing Strategist
    2. 2. Network Analysis
    3. 3. Basic Concepts Node or Vertex Edge
    4. 4. Basic Concepts: CentralityDegrees: number of incoming or outgoing connectionsCloseness: ability to reach all other nodes in the least amount of stepsBetweenness: extent that a node lies on the path to reach other nodes
    5. 5. Software Pajek NodeXL UCINet Tulip NetworkX ORA JUNG Analyst Notebook igraph KrakPlot Visone LibSNANetwork Workbench UrlNet Gephi Graphviz
    6. 6. Software: NodeXL Imports from: -Flickr - Twitter - Youtube Backlink data from: - GWT - Yahoo Site Explorer - Open Site Explorer
    7. 7. Network Analysis for SEO- Interlinking between web properties - Analysis of backlinks - Competitive analysis of backlinks - Social network analysis
    8. 8. Analysis of Backlinks- who is linking to my client’s websites?
    9. 9. Analysis of BacklinksLinks to One Site in the Links to Two Sites in the Network Network
    10. 10. Analysis of Backlinks
    11. 11. Competitive Analysis- who is linking to my competitors but not to my client?
    12. 12. Competitive Analysis: Degree Centrality - Act as hubs of information
    13. 13. Competitive Analysis: Betweenness Centrality - Information frequently flows through these sites
    14. 14. Social Media Analysis- looking for influencers on Twitter
    15. 15. Social Media Analysis: 4FRNT Skis
    16. 16. Social Media Analysis
    17. 17. Social Media Analysis
    18. 18. Advanced Applications SEO- layering in other data sets Social Media - brand management - competitive analysis -reputation audit - crisis mitigation
    19. 19. Summary - proven field of knowledge- applications for SEO and social media theresultspeople.com/network nodexl.codeplex.com/ Charlotte Bourne

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