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DISPERSED CITATION, THE IDEA GRAPH
AND GOOGLE AUTHORSHIP: THE
FUTURE OF SEARCH & SOCIAL
Links: portent.co/mktftr
Twitter: @portentint
THE NEXT WEB
Ian Lurie
@portentint
ian@portent.com
THESE ARE THE LINKS
Links: portent.co/mktftr
HOW THIS WILL GO
Hand-wavyvisiony-ness
Where we're at
What's coming
How to prepare
Why you should
SOME NERDINESS
MAY ENSUE
I’M NO GURU
TABLETS? THEY’LL
NEVER SUCCEED
ian lurie, 2010
I STICK WITH 3-4 YEARS
WE CAN’T WAIT 10 YEARS
REDUCED CHANCE
OF EMBARASSING
MYSELF
WHERE WE’RE AT NOW
SEARCH = UTILITY
WHERE WE’RE AT NOW
LINKS & WORDS
LINKS & WORDS
YOUR SITE
THEIR SITE
YOUR GUEST POST
LINKS & WORDS
YOUR SITE
THEIR SITE
YOUR GUEST POST
NYT 10,000 +1s
@@$!@**&!)!@
GUEST POSTING
GUEST POSTING SUCKS
“HOW MANY LINKS DO WE HAVE?”
GREETINGS OF THE DAY!
I AM FRED, SEO COPYWRITER…
BLOG POSTING
BLOG POSTING SUCKS
“HOW MANY BLOG POSTS WILL I GET?”
You should definitely go watch a stock
car race. Just bring your umbrella and
your adult diapers.
i am so
going to
kick your
@ss
WHERE WE’RE AT NOW
(NOT PROVIDED)
GOOGLE’S WAY OF SAYING
keyword stuff
this.
GOOGLE’S WAY OF SAYINGI’M NOT A
TINFOIL HAT KINDA GUY
GOOGLE’S WAY OF SAYING
see how cute and
helpful we are?
yaaaaaay.
pure genius! Get
me 1,000 shares
please, so that i may
roll around in them
and bask in their
glory!
REACTION WHEN YOU
EXPLAIN PERSONALIZED
SEARCH RESULTS
BOOOOOOOO.
outrage! burn them at
the stake! pillage their
evil corporate
empires!
REACTION WHEN YOU
EXPLAIN HOW GOOGLE GETS
PERSONALIZED RESULTS
too late, suckers.
we are outta here
nsa, anyone?
100
0
10
20
30
40
50
60
70
80
90
%'notprovided'
NOT PROVIDED OVER TIME
(NOT PROVIDED)
WILL HIT >90% IN 2014
FUUUUUUUUUUUUUUUU….
RELAX
WHERE WE’RE GOING
DISPERSED CITATION
DISPERSED CITATION
=PAGERANK FOR REALITY
BUILDS AUTHORITY BASED ON CITATION
AROUND THE WEB, LINKS OR NO LINKS.
COLLECTS AND REDISTRIBUTES IT.
DISPERSED CITATION
DISPERSED CITATION
GOOGLE +
THE IDEA GRAPH
BUILT AROUND
MEASURED WITH
YOUR SITETHEIR SITE
GUEST POST
NYT 10,000 +1s
GOOGLE+ PROFILE
1: GOOGLE + AND AUTHORSHIP/
SCHEMA
‘GOOGLE PLUS’
IS 2 THINGS
A PLATFORM
A SOCIAL NETWORK
AS A SOCIAL NETWORK,
GOOGLE+ WILL FAIL
whoa, there. if it
doesn't send any
traffic, why
should i care?
AS A SOCIAL MEDIA PLATFORM,
GOOGLE+ WINS BIG
IT INTEGRATES
EVERYWHERE
DO NOT RUN. WE ARE
YOUR FRIENDS.
ALL MOBILE
I, FOR ONE, WELCOME OUR
GOOGLE OVERLORDS.
DO NOT RUN. WE ARE
YOUR FRIENDS.
WILL GOOGLE ‘BEAT’
FACEBOOK?
NO.
GOOGLE +1s
GOOGLE +1Sthat list of coolest
ice cubes is awesome.
but how do we tell
people?
give it a +1
HIGH CORRELATION TO RANKINGS
from moz.com
RESIST THE
TEMPTATION
TO SPAM IT
RESIST THE
TEMPTATION
TO SPAM IT
THERE’S ONLY ONE
PLACE THAT LEADS
IT’S NOT A
HAPPY PLACE
CORRELATION ≠ CAUSATION
THIS BOAT
DIDN’T SINK
BECAUSE IT
HAD WINDOWS
STILL…
YOU NEED TO
CAPITALIZE
BUILD YOUR SITE
TO GET AND GET
CREDIT FOR +1S
INCLUDE THE
BUTTON
INCLUDE THE
BUTTON
MAKE IT STICKY
DON’T MOVE STUFF AROUND
SET UP REL=PUBLISHER
LINK FROM YOUR
G+ BRAND PAGE
<A HREF=“YOURGOOGLE+BRANDPAGE”
REL=“PUBLISHER”>LINK HERE</A>!
LINK TO YOUR
G+ BRAND PAGE
<LINK HREF=“YOURGOOGLE
+BRANDPAGE” REL=“PUBLISHER” />!
or
or
NOT A PLUS 1 BADGE!
USE ARTICLE MARKUP
PER SCHEMA.ORG
CHECK USING GOOGLE’S
STRUCTURED DATA TESTING TOOL
IT AGGREGATES YOUR +1s
GUEST POST
LINKS +1s
REL=PUBLISHER
DISPERSED CITATION
GUEST POST
LINKS +1s
REL=PUBLISHER
ARTICLEARTICLE
GOOGLE+ PROFILE PAGES
GOOGLE AUTHORSHIP
ONLY WORKS FOR
INDIVIDUALS
YOUR SITE
THEIR SITE
YOUR GUEST POST
NYT 10,000 +1s
@@$!@**&!)!@
GUEST POST
LINKS +1s
AUTHORSHIP
GUEST POST
LINKS +1s
AUTHORSHIP
ARTICLE
GUEST POST
LINKS +1s
AUTHORSHIP
ARTICLEARTICLE
NAME = G+ PROFILE NAME
BYLINE
<A HREF=“YOURGOOGLE+PAGE?
REL=AUTHOR”>LINK HERE</A>!
LINK TO GOOGLE+
FROM EVERY PAGE…
1 SITE
GOOGLE+ PROFILE
Link from every
piece you write
…OR TO A BIO PAGE
THAT LINKS TO G+
1 SITE
GOOGLE+ PROFILE
Link from
bio page
BIO PAGE
CLICK EDIT
ADD LINK
TEST USING STRUCTURED
DATA TESTER
ALL DONE
DISPERSED CITATION
GUEST POST
LINKS
+1s
BRAND
PROFILE
PROFILE
WHY WOULDN’T
GOOGLE AGGREGATE
OTHER SIGNALS TO
GOOGLE+ PROFILES?
GUEST POST
LINKS
+1s
REVIEW
VIDEO
TIME IN STORE
BRAND
PROFILE
PROFILE
CAPITALIZE ON
DISPERSED CITATION
CAPITALIZE ON
DISPERSED CITATION
IT’S GOOD ANYWAY
HEEYYYY! YOU BELIEVE
IAN? HAVE I GOT A
BUSINESS DEAL FOR
YOU!
WHY DISPERSED
CITATION WILL
STICK AROUND
BASIC RULES OF
PRODUCTS/IDEAS
THAT LAST
LIZARD BRAIN
good good
good good
good good
good good
HATES BARRIERS TO ENTRY
eeeeek!
Humans!!!!
CAT BRAIN
I'M COMFY
I'M ANNOYED
PREPROGRAMMED ABILITY
TO LEARN/FEEL
TOO MUCH OF THIS
REQUIRED? YOU’LL FAIL.
LOW BARRIER TO ENTRY
WORK ALONG EXISTING PATHWAYS
LONG-TERM SATISFACTION, BUT
NOT TOO MUCH LEARNING
TRENDS THAT STICK USUALLY HAVE…
GOOGLE+
LIZARD BRAIN: LOW
BARRIER TO ENTRY
FOR CONSUMERS
GOT GMAIL?
YOU CAN +1
yeah, baby.
CAT BRAIN: WARM TINGLIES
i actually
kick puppies
in my
dreams
FANCY BRAIN:
BUILDING SOMETHING
FANCY BRAIN:
ENHANCES USE OF ALL
GOOGLE PROPERTIES
BUT DOESN’T REQUIRE
MUCH LEARNING
I, FOR ONE, WELCOME OUR
GOOGLE OVERLORDS.
DO NOT RUN. WE ARE
YOUR FRIENDS.
DISPERSED CITATION
LIZARD BRAIN: 90% OF
WHAT GOOGLE NEEDS,
THEY HAVE
MAPS TO WHAT PEOPLE DO
IN DAY-TO-DAY LIFE
FANCY BRAIN:
PASSIVE & AMBIENT
FANCY BRAIN:
EASILY EMBEDDED
FANCY BRAIN:
EASILY UBIQUITOUS
you're at
mcdonalds right now.
that's all your points
for the day.
#*!$%&^!@#
@PORTENTINT
IAN@PORTENT.COM
PORTENT.CO/sigannt
COMMENCE HECKLING
hey,
this is your cell
phone. it looks like
you're in the bathroom
right now. need
anything?
STRONG EVIDENCE GOOGLE’S
ALREADY GOING IN THIS DIRECTION
EVIDENCE IT’S ALREADY IN USE
from moz.com
BUT…
…OK, HERE’S MORE
NOW
KNOWLEDGE GRAPH
IN-DEPTH ARTICLES
ALL OF THESE MOVE AWAY FROM
LINKS & WORDS
DISPERSED CITATION
WE NEED A NEW WAY TO MEASURE
DISPERSED CITATION
GOOGLE +
THE IDEA GRAPH
BUILT AROUND
MEASURED WITH
DISPERSED CITATION
MEASURES IDEAS BASED ON
REAL, IMPLIED RELATIONSHIPS
TELEPATHY NOT REQUIRED
PEOPLE WHO LIKE POSTS BY
SAMSUNG ALSO LIKE POSTS BY…
Disneyland
Dr. Pepper
Subway Samsung Mobile
Angry Birds
Cool cars
Subway
people who like both
Samsung
LESS NERDY WAYS TO DO
THE SAME THING
SORTA RANDOM
FACEBOOK AD PLANNER
THE IDEA GRAPH CAN
DRIVE CONTENT
ANGRY BIRD STRATEGIES FOR
SAMSUNG MOBILE USERS
THE IDEA GRAPH CAN DRIVE
AD TARGETING
TEST ADS TARGETING THEM
THE IDEA GRAPH CAN
DRIVE KEYWORD ANALYSIS
Which phrases do
these people like
most often?
Disneyland
Dr. Pepper
Subway Samsung Mobile
Angry Birds
What do they care
about?
Disneyland
Dr. Pepper
Subway Samsung Mobile
Angry Birds
WHY DO IT?
WHY DO IT?
WHY NOT?!!!
OPTIMIZING FOR DISPERSED CITATION
OPTIMIZING FOR SEARCH=
IDEA GRAPH = GOOD MARKETING
INDEPENDENCE FROM SINGLE-
SOURCE DATA
FUTURE-PROOF MARKETING
yesssss.
OTHER PRESENTATIONS I’VE DONE
CHECK ‘EM OUT

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