Rand Fishkin's presentation for the face-off against Distilled's Will Critchlow in London at PRO Training 2010.

1. Big Budget Link Building:The Brains Rand Fishkin, CEO & Co-founder, SEOmoz October 2010

2. Part I:Don’t Just Outspend, Outthink

3. Reverse Engineering the Rankingsin 6 Steps

4. Step #1:Assemble the Algorithm’s Components

12. Step #2:Apply to a Single Search Query

19. Step #3:Repeat on the 100s (or 1000s) of Queries You Care About

21. http://www.majesticseo.com/support/subscriptions/enterprise-api http://www.seomoz.org/api http://home.zhiwei.li/pagerank/ http://www.backtype.com/developers Use APIs + Rank Checking to Automatically Retrieve Data

22. Step #4:Build a Ranking Model for Your Queries

23. Simple Version: http://www.seomoz.org/labs_tools/online-regression/

24. Linear Predictive Model:

25. Advanced Version: Machine Learning http://www.seomoz.org/blog/googles-algorithm-pretty-charts-math-stuff

26. Step #5:Create a Scoring System for Comparative Analysis

27. The scores should be representative of their weight in the model to give a visual sense of what’s necessary to win top rankings.

28. Step #6:Build the Acquisition Plan

29. It’s Will’s job to show you how

30. Part II:Stop Competing. Start Owning.

31. Why are there Billions of Searches? Billions of Queries

32. via ~diP on Flickr How is Demand Created?

33. Inherent Need via dimnikolov on Flickr

34. AD-FUELEDDEMAND Advertising $300 Billion Online Advertising $24 Billion Search Ads $10.7 Billion Via Interactive Advertising Bureau 2010

35. You Can Cater to Demand via lumierefl on Flickr

36. Or… You Can Create Demand

40. A Case Study in“Making the Market”

43. DON’T CALL IT “SEO.”

52. 3250 3000 2750 2500 2250 2000 Sep-10

53. That’s how you beat Wikipedia & Amazon!

54. This Presentation (including the Excel worksheet) is on the Web at: www.seomoz.org/dp/london2010