The Evolution of Google's Rankings

The Evolution of Google RankingsHow Google’s algorithm has changed over the years and where it’s heading in the future,[object Object],Rand Fishkin, SEOmoz CEO, March 2011,[object Object]

At SEOmoz, we make SOFTWARE!! We don’t offer any consulting.,[object Object]

Ranking in Google: 1999-2002,[object Object]

On-Page Optimization,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization,[object Object]

PageRank,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.elliance.com/aha/infographics/Google-PageRank-Explained.aspx,[object Object]

PageRank,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.seomoz.org/blog/the-science-of-ranking-correlations,[object Object]

Ranking in Google: 2003 - 2005,[object Object]

Anchor Text,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.seomoz.org/learn-seo/anchor-text,[object Object]

From 1999 – 2008, What Page Ranked #1for the Queries “Exit” and “Leave”?,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://searchengineland.com/google-kills-bushs-miserable-failure-search-other-google-bombs-10363,[object Object]

Keyword Match Domain Names,[object Object],http://www.seomoz.org/blog/exact-match-domains-are-far-too-powerful-is-their-time-limited,[object Object]

Registration & Historical Information,[object Object],http://www.seobythesea.com/?p=1121,[object Object]

Topic Modeling,[object Object],LDA correlates w/ Google rankings better than any other on-page feature,[object Object],http://www.seomoz.org/blog/content-optimization-revisiting-topic-modeling-lda-our-labs-tool,[object Object]

Domain Authority,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.seomoz.org/blog/whiteboard-friday-domain-authority-page-authority-metrics,[object Object]

Diversity of External Link Sources,[object Object],http://www.seomoz.org/blog/10-illustrations-on-search-engines-valuation-of-links,[object Object]

Nofollow, Sitemaps & Webmaster Tools,[object Object],http://www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pagerank-no-you-cant-do-it-with-nofollow,[object Object]

Search Quality Raters,[object Object],http://www.seobook.com/archives/000915.shtml,[object Object]

Twitter Data,[object Object],Danny Sullivan: If an article is retweeted or referenced much in Twitter, do you count that as a signal outside of finding any non-nofollowed links that may naturally result from it?,[object Object],Google: Yes, we do use it as a signal. It is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article ,[object Object],http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389,[object Object]

Twitter Data,[object Object],Page A,[object Object],646 links from 36 root domains,[object Object],2 tweets,[object Object],Page B,[object Object],1 link from 1 root domain,[object Object],522 tweets,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause,[object Object]

Twitter Clearly Influencing Google,[object Object],Page B – the tweeted version – ranks #1!,[object Object],Page A,[object Object],646 links from 36 root domains,[object Object],2 tweets,[object Object],Page B,[object Object],1 link from 1 root domain,[object Object],522 tweets,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause,[object Object]

Twitter Data is Very Powerful in QDF,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study,[object Object]

Don’t Try Abusing Twitter for SEO,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study#jtc133590,[object Object]

Author Authority,[object Object],Danny Sullivan: Do you try to calculate the authority of someone who tweets that might be assigned to their Twitter page. Do you try to “know,” if you will, who they are?,[object Object],Bing: Yes. We do calculate the authority of someone who tweets. For known public figures or publishers, we do associate them with who they are. (For example, query for Danny Sullivan),[object Object],Google: Yes we do compute and use author quality. We don’t know who anyone is in real life :-),[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389,[object Object]

Facebook Likes & Shares,[object Object],http://www.seomoz.org/blog/facebook-marketing-ultimate-guide,[object Object]

Brand Signals,[object Object],Brands,[object Object],Generics,[object Object],[object Object]

Have authentic, followed social accounts

Display obvious, robust contact information

Register with government/civic organizations

Receive traffic from diverse sources

Generate branded search query volume

Run offline marketing/advertising campaigns

Rarely have significant social accounts

Frequently use email forms only

Search is often 90%+ of traffic

Have little-no branded search demand

Ignore the offline worldhttp://www.seomoz.org/blog/the-next-generation-of-ranking-signals,[object Object]

Entity Association,[object Object],http://www.seomoz.org/blog/the-next-generation-of-ranking-signals,[object Object]

User & Usage Behavior,[object Object],http://www.quora.com/Did-Bing-intentionally-copy-Googles-search-results,[object Object]

How the Search Ranking Factors Have Changed in the Eyes of Experts,[object Object]

http://www.seomoz.org/article/search-ranking-factors,[object Object]

New data will be available on SEOmoz in April, 2011,[object Object]

Big Changes from 2009 to 2011,[object Object],[object Object]

Social Data is perceived to be a significant player

Page-Level Link Metrics Fell the Most (43% - 22%)

Keyword-Level Domain Metrics, Brand Data + Social Rose

The Survey itself asked for more detail/specificity(which may be responsible for some of these shifts)The new version of the ranking factors will be online in April, 2011,[object Object]

A Look at Google’s “Farmer”(aka “Panda”) Update,[object Object]

Sites that Lost Visibility,[object Object],http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers,[object Object]

Sites that Gained Visibility,[object Object],http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers,[object Object]

From the Mouths of Googlers,[object Object],Wired.com: How do you recognize a shallow-content site? ,[object Object],Singhal: (W)e asked the raters questions like: “Would you be comfortable giving this site your credit card? Would you be comfortable giving medicine prescribed by this site to your kids?”,[object Object],Cutts: (Using) a rigorous set of questions, everything from. “Do you consider this site to be authoritative? Would it be okay if this was in a magazine? Does this site have excessive ads?”,[object Object],Singhal: And based on that, we basically formed some definition of what could be considered low quality. ,[object Object],http://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms/all/1,[object Object]

From the Mouths of Googlers,[object Object],Wired.com: But how do you implement that algorithmically?,[object Object],Cutts: I think you look for signals that recreate that same intuition, that same experience that you have as an engineer and that users have. ,[object Object],Singhal: You can imagine in a hyperspace a bunch of points, some points are red, some points are green, and in others there’s some mixture. Your job is to find a plane which says that most things on this side of the place are red, and most of the things on that side of the plane are the opposite of red.,[object Object],http://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms/all/1,[object Object]

Links Didn’t Seem to Have Much Impact,[object Object],http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers,[object Object]

How Google’s Interface Has Evolved,[object Object]

The Evolution of Google's Rankings

The Evolution of Google's Rankings

Recommended

More Related Content

What's hot

What's hot(20)

Viewers also liked

Viewers also liked(20)

Similar to The Evolution of Google's Rankings

Similar to The Evolution of Google's Rankings(20)

More from Rand Fishkin

More from Rand Fishkin(20)

Recently uploaded

Recently uploaded(20)

The Evolution of Google's Rankings