Identifying Patterns for Fun, Profit, and Rankings - Search Exchange 2013

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This document discusses how analyzing patterns in large datasets can provide insights. It notes that as more parameters and data are applied to a system, more defined patterns will emerge. The document then discusses how this applies to SEO, giving examples of different data sets and systems that Google analyzes for patterns. It provides tips for analyzing patterns, such as visualizing them and taking a bird's eye perspective. The overall message is that pattern analysis allows search engines like Google to make quality assumptions.

Identifying Patterns for Fun, Profit, and Rankings
Steven Naifeh: Ajlun XII: Venetian Blue
@JoeHall

Disclaimer: Parts of this talk
is speculative. Can you guess which
parts?
@JoeHall

Programmable Patterns?
@JoeHall

Designed for randomization of color.

250,000 pixels.

16,777,216 possible colors in RBG spectrum.
PATTERNS??!!
Get algorithm: http://paste2.org/7Uk3AsMI

LESSON LEARNED:
When you apply any system to large data sets,
patterns start to emerge.
AND
The more parameters applied to said system,
and the more data, results in more defined
patterns.
@JoeHall

In SEO this applies to:
Data Sets:

Backlink Profiles

URL Structures

Markup/HTML

IA Schema

Content

Anything you can count.
@JoeHall
Systems:

SEO Tools

Panda/Penguin

CMS's

Link Indexes.

Your brain

Anything that can do the
counting.

Google LOVES Patterns
@JoeHall
...because pattern analysis allows Google to make
relative assumptions about quality.

Patterns In Panda
Is that a Panda???
Panda Analysis:

Dates of traffic changes

Pattern analysis
@JoeHall

Patterns In Panda

URLs
− acme-tires.com/off-road-tires/gm-tires/1234-tire.html

Internal Links
− Site wide internal links.
− Footer links with exact match anchors.

Keyword Density
− Not direct factor, but good for analysis.

Repetitive caveats in UX/UI
− Ask yourself: “is this commonsense design?”
@JoeHall

Patterns In Penguin
Is that a Penguin???
Penguin Analysis:

Dates of traffic changes

Pattern analysis
@JoeHall

Patterns In Penguin

Anchor Text
− High percentage of exact anchor text.
− Used to be around 65%. Might be less now?

Query volume + Exact Anchor Text = High risk.
− Penguin is going after competitive niches.

Relationship to anchor text to on page keywords.
@JoeHall

@JoeHall
PROTIPS For Pattern
Analysis...

@JoeHall
TIP #1: Visualize the patterns!

@JoeHall
http://joehall.me/
Visualize the patterns!

Visualize the patterns!
@JoeHall
https://gephi.org/

@JoeHall
TIP #2: Take a bird's eye perspective.

@JoeHall
GET THIS TOOL:
http://ninj.as/pf8u3

@JoeHall
"If you meet the Buddha on the road, kill him."

SEO is an art-form
Steven Naifeh: Ajlun XII: Venetian Blue
@JoeHall

@JoeHall
Thank you very much!
@JoeHall
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Identifying Patterns for Fun, Profit, and Rankings - Search Exchange 2013

1. Identifying Patterns for Fun, Profit, and Rankings Steven Naifeh: Ajlun XII: Venetian Blue @JoeHall

2. Disclaimer: Parts of this talk is speculative. Can you guess which parts? @JoeHall

3. Programmable Patterns? @JoeHall  Designed for randomization of color.  250,000 pixels.  16,777,216 possible colors in RBG spectrum. PATTERNS??!! Get algorithm: http://paste2.org/7Uk3AsMI

4. LESSON LEARNED: When you apply any system to large data sets, patterns start to emerge. AND The more parameters applied to said system, and the more data, results in more defined patterns. @JoeHall

5. In SEO this applies to: Data Sets:  Backlink Profiles  URL Structures  Markup/HTML  IA Schema  Content  Anything you can count. @JoeHall Systems:  SEO Tools  Panda/Penguin  CMS's  Link Indexes.  Your brain  Anything that can do the counting.

6. Google LOVES Patterns @JoeHall

7. Google LOVES Patterns @JoeHall ...because pattern analysis allows Google to make relative assumptions about quality.

8. Patterns In Panda Is that a Panda??? Panda Analysis:  Dates of traffic changes  Pattern analysis @JoeHall

9. Patterns In Panda  URLs − acme-tires.com/off-road-tires/gm-tires/1234-tire.html  Internal Links − Site wide internal links. − Footer links with exact match anchors.  Keyword Density − Not direct factor, but good for analysis.  Repetitive caveats in UX/UI − Ask yourself: “is this commonsense design?” @JoeHall

10. Patterns In Penguin Is that a Penguin??? Penguin Analysis:  Dates of traffic changes  Pattern analysis @JoeHall

11. Patterns In Penguin  Anchor Text − High percentage of exact anchor text. − Used to be around 65%. Might be less now?  Query volume + Exact Anchor Text = High risk. − Penguin is going after competitive niches.  Relationship to anchor text to on page keywords. @JoeHall

12. Positive Patterns? @JoeHall

13. Link Network? @JoeHall

14. @JoeHall PROTIPS For Pattern Analysis...

15. @JoeHall TIP #1: Visualize the patterns!

16. @JoeHall http://joehall.me/ Visualize the patterns!

17. Visualize the patterns! @JoeHall https://gephi.org/

18. @JoeHall TIP #2: Take a bird's eye perspective.

19. @JoeHall GET THIS TOOL: http://ninj.as/pf8u3

20. @JoeHall TIP #3: Kill the Buddha

21. @JoeHall "If you meet the Buddha on the road, kill him."

22. @JoeHall Final Thoughts...

23. SEO is an art-form Steven Naifeh: Ajlun XII: Venetian Blue @JoeHall