This document discusses the evolution of search engine algorithms over time from focusing on keywords and links to incorporating more advanced signals like topic modeling, social signals, author authority, and brand signals. It also outlines some future-oriented link building tactics like building communities, media coverage, and competitive analysis. Experts advise chasing what users want rather than just chasing algorithms, as search engines aim to determine user intent.
Ebriks-Tips for Google Ranking Evolution.georgepaulv
Ebriks-SEO Services company here showing the details about the Google Ranking Evolution.Google Ranking used a variety of methods to determine which pages are displayed first in the results.The Google Ranking Position Checker tool that we have developed will automatically query Google's search engines.If you want to more info then please on visit www.ebriks.com
Rand Fishkin's presentation from Be Wizard, San Marino 2011 on the evolution of Google's rankings and how marketers can optimize for the next generation of ranking signals.
Ebriks-Tips for Google Ranking Evolution.georgepaulv
Ebriks-SEO Services company here showing the details about the Google Ranking Evolution.Google Ranking used a variety of methods to determine which pages are displayed first in the results.The Google Ranking Position Checker tool that we have developed will automatically query Google's search engines.If you want to more info then please on visit www.ebriks.com
Rand Fishkin's presentation from Be Wizard, San Marino 2011 on the evolution of Google's rankings and how marketers can optimize for the next generation of ranking signals.
URL Funnel Optimisation: How to get budget for SEO - Michal Magdziarz, CEO, D...DeepCrawl
In his talk, DeepCrawl CEO, Michal Magdziarz breaks down the disconnect between SEOs and CEOs. He explains why he believes SEOs are still fighting to justify more budget and resource and provides actionable insights as to how they can prove the impact they have on the wider business.
Introduction to Google Penalties, Link Audit and Link Risk ManagementChristoph C. Cemper
In April 2012, Google launched their first Penguin algorithm update. This was the end for old spammy link building tactics. Learn with Christoph C. Cemper how to recover and protect your internet assets from bad and negative SEO.
Christoph's presentation from the BudapestAffiliateConference in Budapest on Sept 11 2009 - Christoph C Cemper has been building links since 2003 and is a well respected guru in the SEO industry, especially when it comes to getting real juicy links on trusted domains. Link Building techniques have evolved over the years and it gets hard to diagnose a good link at all. In this session Christoph gives you an overview of his tactics, techniques and (private) tools he uses. Learn how to find the best pages, diagnose its health and what co-citation is about.
SEO for the CEO - What C-level Executives Need to Know About SearchTheo Lynn
This is Gillian Muessig's (SEOMOM and CEO of SEOMOZ) presentation from session 1 of her DCU LINK Techspectations Seminar at Dublin City University with support from DCU Business School. It introduces SEO and explores what management in businesses need to know about SEO.
In April 2012, Google launched Penguin algorithm update - aimed at decreasing the rankings of websites that manipulated the number of backlinks pointing to them. This update, had a huge impact, changing the Internet we used to know for good.
Are you sending mixed messages to Google? There are many different signals that feed into URL selection for search engines, and when these signals aren’t implemented correctly search engines have to make their own assumptions about your website and what’s important. In this talk, Rachel will share examples where a website’s signals can be ignored or overruled, as well as how to test your site setup. Don’t leave anything to chance – be sure that the most important areas of your site are getting the attention the attention they deserve.
How to Survive & Thrive after Mobile First Indexing - Rachel Costello, Techni...DeepCrawl
Google is rolling out mobile-first indexing, and websites are going to be affected. However, there’s no need to panic. In this talk Rachel explains exactly how mobile-first indexing will actually impact work, and what SEOs can do to not only help their websites survive the new indexing system, but thrive. We’ll cover areas for potential site performance decreases to watch out for, the key checks you need to run on your site, and more.
Ebriks-Tips for Google Ranking Evolution.georgepaulv
Ebriks-SEO Services company here showing the details about the Google Ranking Evolution.Google Ranking used a variety of methods to determine which pages are displayed first in the results.The Google Ranking Position Checker tool that we have developed will automatically query Google's search engines.If you want to more info then please on visit www.ebriks.com
URL Funnel Optimisation: How to get budget for SEO - Michal Magdziarz, CEO, D...DeepCrawl
In his talk, DeepCrawl CEO, Michal Magdziarz breaks down the disconnect between SEOs and CEOs. He explains why he believes SEOs are still fighting to justify more budget and resource and provides actionable insights as to how they can prove the impact they have on the wider business.
Introduction to Google Penalties, Link Audit and Link Risk ManagementChristoph C. Cemper
In April 2012, Google launched their first Penguin algorithm update. This was the end for old spammy link building tactics. Learn with Christoph C. Cemper how to recover and protect your internet assets from bad and negative SEO.
Christoph's presentation from the BudapestAffiliateConference in Budapest on Sept 11 2009 - Christoph C Cemper has been building links since 2003 and is a well respected guru in the SEO industry, especially when it comes to getting real juicy links on trusted domains. Link Building techniques have evolved over the years and it gets hard to diagnose a good link at all. In this session Christoph gives you an overview of his tactics, techniques and (private) tools he uses. Learn how to find the best pages, diagnose its health and what co-citation is about.
SEO for the CEO - What C-level Executives Need to Know About SearchTheo Lynn
This is Gillian Muessig's (SEOMOM and CEO of SEOMOZ) presentation from session 1 of her DCU LINK Techspectations Seminar at Dublin City University with support from DCU Business School. It introduces SEO and explores what management in businesses need to know about SEO.
In April 2012, Google launched Penguin algorithm update - aimed at decreasing the rankings of websites that manipulated the number of backlinks pointing to them. This update, had a huge impact, changing the Internet we used to know for good.
Are you sending mixed messages to Google? There are many different signals that feed into URL selection for search engines, and when these signals aren’t implemented correctly search engines have to make their own assumptions about your website and what’s important. In this talk, Rachel will share examples where a website’s signals can be ignored or overruled, as well as how to test your site setup. Don’t leave anything to chance – be sure that the most important areas of your site are getting the attention the attention they deserve.
How to Survive & Thrive after Mobile First Indexing - Rachel Costello, Techni...DeepCrawl
Google is rolling out mobile-first indexing, and websites are going to be affected. However, there’s no need to panic. In this talk Rachel explains exactly how mobile-first indexing will actually impact work, and what SEOs can do to not only help their websites survive the new indexing system, but thrive. We’ll cover areas for potential site performance decreases to watch out for, the key checks you need to run on your site, and more.
Ebriks-Tips for Google Ranking Evolution.georgepaulv
Ebriks-SEO Services company here showing the details about the Google Ranking Evolution.Google Ranking used a variety of methods to determine which pages are displayed first in the results.The Google Ranking Position Checker tool that we have developed will automatically query Google's search engines.If you want to more info then please on visit www.ebriks.com
Search Engine Optimization (SEO) is critical for every organization, as it will help increase your visibility on the web by making it more likely for people to discover you. If you aren't considering ways you can strengthen your website's SEO, you could be missing out on meeting new clients, volunteers, partners, or donors.
More than 90% of people begin their research process by using a search engine. This includes looking up what to buy, where to eat, and where to donate. The proliferation of mobile devices (and now voice-activated personal assistants) is changing how people use search engines. Competition is increasing and learning how SEO works is more critical than ever.
These slides provide a beginner-level discussion about how to approach your SEO strategy and research process. We will talk about essential terminology, process steps, and tools.
We will learn about:
- How search ranks get developed
- How recent algorithm changes affect search results
- How to organize keyword research
- How to come up with SEO-friendly blog ideas
- The tools and capabilities you'll need on your team
Meet the Presenter
Brian Childs is a Training Program Manager at Moz. Moz is a leading developer of Search Engine Optimization (SEO) software and is based in Seattle. Prior to Moz, Brian was the co-founder of a digital marketing agency, led corporate strategy for GE, and was a product manager on big data solutions. Prior to his work in marketing roles, Brian worked in International Development for the United Nations in Afghanistan, Pakistan, and Iraq.
SEO Web 2.0 Era - Johns Hopkins UniversityWill Fleiss
SEO in the Web 2.0. A presentation given by guest lecturer Will Fleiss at Johns Hopkins University
Zanvyl Krieger School of Arts and Sciences
Advanced Academic Programs at the class "Public Relations in the Age of Digital Influence" taught by John H. Bell, Managing Director of the global 360 Digital Influence practice at Ogilvy Public Relations Worldwide.
July 26 @ 6:00 pm - 8:00 pm
Britney MullerOur July Marquee speaker is Britney Muller, SEO & Content Architect at Moz. She is a Minnesota native who relocated to Colorado after graduating from the University of Minnesota and has been working in digital marketing since 2007. Britney now resides in Denver, CO where she began teaching herself code in 2010 and founded Pryde Marketing in 2012. Pryde optimizes businesses online and offline conversion rates through in-depth geo-local target market and customer acquisition research. She also joined Moz in July 2016 and is responsible for managing all on-site SEO, discovering digital opportunities and assisting with overall product strategy. In her spare time, Britney enjoys snowboarding, golf, cross-country skiing, reading, knitting and spending time with friends and family in her spare time. But if we’re being honest, she truly loves playing around with APIs, scraping data, reverse engineering websites, and getting better at python, javascript and Ruby in her spare time as well.
Motto: If you aren’t living on the edge, you’re taking up too much space.
Session Details:
Whether you solely rely on Google or not, the future of search engines will play a huge part of your marketing plans. As Google and Bing look to continuously improve their customer experience, you too must continue to stay current on updates, research your competitors and test your strategies. Do that and you’ll make it through. Attendees will walk away with specific insights they can take back and immediately apply to their everyday work.
In this session Britney will uncover:
Where Search is today
Where Search is going
How to prepare for the future (complete with executable takeaways).
And much more
Recommended for: Businesses, marketing professionals and agencies with an intermediate to advanced level of SEO and digital marketing knowledge.
Drupal SandCamp San Diego - Thunder SEO Presentation
Seo
1. State of SearchWhere We Are, Where We’re Headedand How to Win Gillian MuessigPresident & Co-Founder, SEOmoz
2. “Essentially, we've been doing the same kind of search now for over a decade, right? It's basically anchor text and PageRank and inbound links, and that's how we've kind of decided what page is best for a particular term… But there are signals beyond this.” Stefan Weitz, Director for Bing Search http://www.seomoz.org/blog/director-of-bing-discusses-holistic-search-and-clickstream-data-whiteboard-friday
3. “One piece of advice I give to SEO masters is, don’t chase after Google’s algorithm, chase after your best interpretation of what users want, because that’s what Google’s chasing after,” Matt Cutts, Head of Web Spam, Google http://www.nytimes.com/2011/02/11/business/media/11search.html
4. Every 3-4 years, there's a big shift or addition to the key metrics Google (and, to a lesser extent MSN/Bing and Yahoo!) uses to order competitive search results. 1996-1999: On-page keyword usage + meta data 1999 - 2002: PageRank + On-page 2002 - 2005: Anchor text + Domain name + PageRank + On-Page 2005 - 2009: Domain authority + Diversity of linking domains + Topic modeling + Anchor text + Domain name + PageRank + On-Page Rand Fishkin, the Wizard of Moz http://www.nytimes.com/2011/02/11/business/media/11search.html
7. Query Matching in Domain Name Contains All Query Terms in Domain Name Exact MatchHyphenated Domain Exact Match Domain http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements
8. Exact Match Domains by TLD Extension Exact Match .org Exact Match .net Exact Match .com Exact Match http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements
9. Keywords in Domain All Keywords inSubdomain Exact Match .* http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements
10. On Page Keyword Usage KWs in Body KWs in Alt Attribute KWs in H1 Tag KWs in URL KWs in Title http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements
12. Length of Domain, URL & Content Content Length(tokens in body) URL Length(chars) Domain NameLength (chars) http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements
13. Website Home Pages Exact Match Domain Home Page of Site http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements
14. Features w/Highest Correlation Number of Links Exact Match Domain # of LinkingRoot Domains Domains Linkingw/Exact Match Exact Match.com Domains http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements
16. Diversity of Domains + Linking C-Blocks # of Linking Root Domains to URL # of Links to URL http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements
17. Anchor Text # of Links w/ exact match anchor text # of linking root domains w/ exact match anchor text http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.nytimes.com/2011/02/11/business/media/11search.html
18. Features of Linking Pages http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html Data via http://www.opensiteexplorer.org
19. Features of Linking Domains http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html Data via http://www.opensiteexplorer.org
21. Topic Modeling Topic models provide a simple way to analyze large volumes of unlabeled text.
22. Topic Modeling A "topic" consists of a cluster of words that frequently occur together. http://neoformix.com/archive.html
23. Using contextual clues, topic models can connect words with similar meanings and distinguish between uses of words with multiple meanings. http://www.stanford.edu/~kaisa/research.html
35. Causation? Not So Fast! Perhaps, good links are more likely to point to pages that are more "relevant" via a topic model or some other aspect of Google's algorithm that we don't yet understand naturally biases towards these.
41. We have built a tool to help grade & improve page content
42.
43. Social Signals Page A 646 links from 36 root domains 2 tweets Page B 1 link from 1 root domain 522 tweets http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
44. Social Signals Page B – the tweeted version – ranks #1! Page A 646 links from 36 root domains 2 tweets Page B 1 link from 1 root domain 522 tweets http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
47. Author Authority 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? 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) Google: Yes we do compute and use author quality. We don’t know who anyone is in real life :-) http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
61. Ignore the offline worldhttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/the-next-generation-of-ranking-signals
62. Domain Name / Brand Name “Mentions” http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/labs/blogscape
63. Depreciation/Filtering of Anchor Text http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/a-recommendation-for-googles-webspam-team
66. Building Your Own Social Community http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://mashable.com/2010/11/15/biggest-facebook-brands/
69. Competitive Analysis of Top “Brands” Where do these brands earn their links? http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.opensiteexplorer.org
“Essentially, we've been doing the same kind of search now for over a decade, right? It's basically anchor text and PageRank and inbound links, and that's how we've kind of decided what page is best for a particular term… But there are signals beyond this.”
“One piece of advice I give to SEO masters is, don’t chase after Google’s algorithm, chase after your best interpretation of what users want, because that’s what Google’s chasing after,”
Every 3-4 years, there's a big shift or addition to the key metrics Google (and, to a lesser extent MSN/Bing and Yahoo!) uses to order competitive search results.1996-1999: On-page keyword usage + meta data1999 - 2002: PageRank + On-page2002 - 2005: Anchor text + Domain name + PageRank + On-Page2005 - 2009: Domain authority + Diversity of linking domains + Topic modeling + Anchor text + Domain name + PageRank + On-Page
This chart shows data points where the correlation is negative. Ie: longer urls tend to have lower placement in the results. No surprise. More surprising, .com’s didn’t do as well as other TLDs in the dataset we reviewed. This doesn’t mean that using a .com will lower your rankings, only that ALL OTHER THINGS BEING EQUAL, .com’s didn’t rank as well as other TLDs.
Exact match domains appear to continue powerful level of influence in both search enginesSurprise: Google has a higher correlation with ranking exact match domains higher (when they appear on page 1 of the results) than Bing.Hyphenated exact matches appear to be less influential, though they're more frequent (Google: 271 results contained hyphenated exact matches vs. Bing: 890)Just including keywords in the domain name has substantive positive correlationie: to rank for "dog," the domain mydog.com would fit with this correlation point
For exact match, .com extensions are the way to go. Others aren't nearly as well correlated.Bing seems to rank non-dot-com exact matches better than Google, but it’s a small difference. (especially in the case of .org)
Keywords in subdomains aren't nearly as powerful as they are in root domain namesBing may be rewarding subdomain keyword usage less than they have historically, but these results numbers suggest they do show up on page 1 much more frequently (Google: 673 vs. Bing: 1,394)
The alt attribute of images is interesting - our research last year found this as a peculiarity and it would appear to still be potentially useful in both engines (definitely worth some testing)Placing keywords in your URL string has some correlation with rankings on GoogleNote the placement of the "0" axis – some of these are negatively correlated, though not massively. All of the correlations are in a fairly narrow zone here.Everyone seems to be optimizing their title tags these days (appeared in Google: 11,115 vs. Bing: 11,143). Differentiating here is hard.Overall, simplistic on-page optimization doesn't appear to be a huge factor.
This data gives us more reason to believe Google's webspam chief, Matt Cutts, when he says .gov, .info, and .edu don't receive special bonuses or penalties to rankingsThe .org TLD extension is surprising - do these sites earn more links? Do they have less spam? Perhaps they tend to be less commercial and have an easier time garnering references? In any case, we're happy to be SEOmoz.org!Don't forget about the exact match data from above - .com is still probably a very good thing (at least own it if you're using a different extension)
Shorter URLs are probably a good best practice (especially on Bing)Long domains may not be ideal, but don't seem to be awfulRaw content length seems marginal in correlation, which fits with Matt Cutts' advice from the Google I/O panel - "Don’t overfill your page with text for the sake of search engines. They don’t need a dissertation to decide to rank it highly; they want what the users want – for your site to be useful and informative.”
Bing has the stereotype of ranking homepages much more than GoogleThis appears to hold true in the correlation results – Bing shows about double Google's propensity/preference for higher rankings on website homepages Note that we included site.com/, site.com/index.*, site.com/default.* and site.com/home.* in these numbers
Link attributes as a whole have much higher correlation with rankings than on-page or domain related elementsExact match is still a powerful influencerGoogle and Bing are remarkably similar - building two different sites/pages to separately target the two engines would appear to be a waste of energyBing seems to be moving much closer to Google over time; although we didn't measure all of these results precisely last year, the similarity of the two has dramatically increased (of course, it's also possible that Google is getting more Bing-like, though this doesn't fit with our personal experiences)
Links are still likely a major part of the algorithms. These numbers are among the highest we observe with any single metric.Bing may be slightly more naive in their usage of link data than Google, but appear to have improved since last year.Diversity of link sources remains more important than raw link quantity.Correlation numbers this high says good things about Linkscape's Index - way to go engineering team!
Bing has the stereotype of ranking homepages much more than GoogleThis appears to hold true in the correlation results – Bing shows about double Google's propensity/preference for higher rankings on website homepages Note that we included site.com/, site.com/index.*, site.com/default.* and site.com/home.* in these numbers
The Page Authority, mozRank, mozTrust, total number of links, external citations, and PageRank are important factors in ranking well on Google.
I’ve tried this with a site with ZERO inbound links. I arranged for 10 twitter accounts to tweet 10 times each with a link to the page; no duplicate or spammy tweets. No impact observed. Perhaps more tweets are necessary, more authoritative tweeters are required, or better relevancy of the tweets were required. It bears investigating.
One of the reasons Google took so long to penalize JCPenney (it was first spam reported to me in late 2009) is that their human raters and user data likely suggested it was actually quite a good result for searches like "dresses" and "bedding." The brand name meant that people felt good about the listing and Google, up until the bad press, felt no need to take punitive action, if the methodology was manipulative (I'm pretty sure they knew about the manipulation for a long time, but wanted to solve it algorithmically).For millions of retail, transactional-focused searches, Google's results are, to be honest, easily and often-gamed. We could find hundreds of examples in just a few hours, but the one below serves the purpose pretty well.