1. DISPERSED CITATION, THE IDEA GRAPH
AND GOOGLE AUTHORSHIP: THE
FUTURE OF SEARCH & SOCIAL
Links: portent.co/mktftr
Twitter: @portentint
THE NEXT WEB

2. Ian Lurie
@portentint
ian@portent.com

3. THESE ARE THE LINKS
Links: portent.co/mktftr

4. HOW THIS WILL GO
Hand-wavyvisiony-ness
Where we're at
What's coming
How to prepare
Why you should

5. SOME NERDINESS
MAY ENSUE

6. I’M NO GURU

7. TABLETS? THEY’LL
NEVER SUCCEED
ian lurie, 2010

9. I STICK WITH 3-4 YEARS

10. WE CAN’T WAIT 10 YEARS

11. REDUCED CHANCE
OF EMBARASSING
MYSELF

12. WHERE WE’RE AT NOW
SEARCH = UTILITY

13. WHERE WE’RE AT NOW
LINKS & WORDS

14. LINKS & WORDS
YOUR SITE
THEIR SITE
YOUR GUEST POST

15. LINKS & WORDS
YOUR SITE
THEIR SITE
YOUR GUEST POST
NYT 10,000 +1s

16. @@$!@**&!)!@

17. GUEST POSTING

18. GUEST POSTING SUCKS
“HOW MANY LINKS DO WE HAVE?”
GREETINGS OF THE DAY!
I AM FRED, SEO COPYWRITER…

19. BLOG POSTING

20. 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.

21. i am so
going to
kick your
@ss

22. WHERE WE’RE AT NOW
(NOT PROVIDED)

24. GOOGLE’S WAY OF SAYING
keyword stuff
this.

25. GOOGLE’S WAY OF SAYINGI’M NOT A
TINFOIL HAT KINDA GUY

26. GOOGLE’S WAY OF SAYING
see how cute and
helpful we are?

27. 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

28. BOOOOOOOO.
outrage! burn them at
the stake! pillage their
evil corporate
empires!
REACTION WHEN YOU
EXPLAIN HOW GOOGLE GETS
PERSONALIZED RESULTS

29. too late, suckers.
we are outta here
nsa, anyone?

30. 100
0
10
20
30
40
50
60
70
80
90
%'notprovided'
NOT PROVIDED OVER TIME

31. (NOT PROVIDED)
WILL HIT >90% IN 2014

32. FUUUUUUUUUUUUUUUU….

33. RELAX

34. WHERE WE’RE GOING
DISPERSED CITATION

35. DISPERSED CITATION
=PAGERANK FOR REALITY

36. BUILDS AUTHORITY BASED ON CITATION
AROUND THE WEB, LINKS OR NO LINKS.
COLLECTS AND REDISTRIBUTES IT.
DISPERSED CITATION

37. DISPERSED CITATION
GOOGLE +
THE IDEA GRAPH
BUILT AROUND
MEASURED WITH

38. YOUR SITETHEIR SITE
GUEST POST
NYT 10,000 +1s
GOOGLE+ PROFILE

39. 1: GOOGLE + AND AUTHORSHIP/
SCHEMA

40. ‘GOOGLE PLUS’
IS 2 THINGS

41. A PLATFORM
A SOCIAL NETWORK

42. AS A SOCIAL NETWORK,
GOOGLE+ WILL FAIL

43. whoa, there. if it
doesn't send any
traffic, why
should i care?

44. AS A SOCIAL MEDIA PLATFORM,
GOOGLE+ WINS BIG

45. IT INTEGRATES
EVERYWHERE
DO NOT RUN. WE ARE
YOUR FRIENDS.

49. ALL MOBILE

50. I, FOR ONE, WELCOME OUR
GOOGLE OVERLORDS.
DO NOT RUN. WE ARE
YOUR FRIENDS.

51. WILL GOOGLE ‘BEAT’
FACEBOOK?
NO.

53. GOOGLE +1s

54. GOOGLE +1Sthat list of coolest
ice cubes is awesome.
but how do we tell
people?
give it a +1

55. HIGH CORRELATION TO RANKINGS
from moz.com

56. RESIST THE
TEMPTATION
TO SPAM IT

57. RESIST THE
TEMPTATION
TO SPAM IT
THERE’S ONLY ONE
PLACE THAT LEADS
IT’S NOT A
HAPPY PLACE

58. CORRELATION ≠ CAUSATION
THIS BOAT
DIDN’T SINK
BECAUSE IT
HAD WINDOWS

59. STILL…

60. YOU NEED TO
CAPITALIZE

61. BUILD YOUR SITE
TO GET AND GET
CREDIT FOR +1S

62. INCLUDE THE
BUTTON

63. INCLUDE THE
BUTTON

64. MAKE IT STICKY

65. DON’T MOVE STUFF AROUND

66. SET UP REL=PUBLISHER

67. LINK FROM YOUR
G+ BRAND PAGE

68. <A HREF=“YOURGOOGLE+BRANDPAGE”
REL=“PUBLISHER”>LINK HERE</A>!
LINK TO YOUR
G+ BRAND PAGE

69. <LINK HREF=“YOURGOOGLE
+BRANDPAGE” REL=“PUBLISHER” />!
or

70. or
NOT A PLUS 1 BADGE!

71. USE ARTICLE MARKUP
PER SCHEMA.ORG

72. CHECK USING GOOGLE’S
STRUCTURED DATA TESTING TOOL

75. IT AGGREGATES YOUR +1s
GUEST POST
LINKS +1s
REL=PUBLISHER

76. DISPERSED CITATION
GUEST POST
LINKS +1s
REL=PUBLISHER
ARTICLEARTICLE

77. GOOGLE+ PROFILE PAGES
GOOGLE AUTHORSHIP

79. ONLY WORKS FOR
INDIVIDUALS

80. YOUR SITE
THEIR SITE
YOUR GUEST POST
NYT 10,000 +1s

81. @@$!@**&!)!@

82. GUEST POST
LINKS +1s
AUTHORSHIP

83. GUEST POST
LINKS +1s
AUTHORSHIP
ARTICLE

84. GUEST POST
LINKS +1s
AUTHORSHIP
ARTICLEARTICLE

85. NAME = G+ PROFILE NAME
BYLINE

86. <A HREF=“YOURGOOGLE+PAGE?
REL=AUTHOR”>LINK HERE</A>!

87. LINK TO GOOGLE+
FROM EVERY PAGE…
1 SITE
GOOGLE+ PROFILE
Link from every
piece you write

88. …OR TO A BIO PAGE
THAT LINKS TO G+
1 SITE
GOOGLE+ PROFILE
Link from
bio page
BIO PAGE

89. CLICK EDIT

90. ADD LINK

91. TEST USING STRUCTURED
DATA TESTER

92. ALL DONE

93. DISPERSED CITATION
GUEST POST
LINKS
+1s
BRAND
PROFILE
PROFILE

94. WHY WOULDN’T
GOOGLE AGGREGATE
OTHER SIGNALS TO
GOOGLE+ PROFILES?

95. GUEST POST
LINKS
+1s
REVIEW
VIDEO
TIME IN STORE
BRAND
PROFILE
PROFILE

97. CAPITALIZE ON
DISPERSED CITATION

98. CAPITALIZE ON
DISPERSED CITATION
IT’S GOOD ANYWAY

99. HEEYYYY! YOU BELIEVE
IAN? HAVE I GOT A
BUSINESS DEAL FOR
YOU!
WHY DISPERSED
CITATION WILL
STICK AROUND

100. BASIC RULES OF
PRODUCTS/IDEAS
THAT LAST

101. LIZARD BRAIN
good good
good good
good good
good good
HATES BARRIERS TO ENTRY

102. eeeeek!
Humans!!!!

103. CAT BRAIN
I'M COMFY
I'M ANNOYED
PREPROGRAMMED ABILITY
TO LEARN/FEEL

104. TOO MUCH OF THIS
REQUIRED? YOU’LL FAIL.

105. LOW BARRIER TO ENTRY
WORK ALONG EXISTING PATHWAYS
LONG-TERM SATISFACTION, BUT
NOT TOO MUCH LEARNING
TRENDS THAT STICK USUALLY HAVE…

106. GOOGLE+

107. LIZARD BRAIN: LOW
BARRIER TO ENTRY
FOR CONSUMERS

108. GOT GMAIL?
YOU CAN +1
yeah, baby.

109. CAT BRAIN: WARM TINGLIES
i actually
kick puppies
in my
dreams

110. FANCY BRAIN:
BUILDING SOMETHING

111. FANCY BRAIN:
ENHANCES USE OF ALL
GOOGLE PROPERTIES

112. BUT DOESN’T REQUIRE
MUCH LEARNING

113. I, FOR ONE, WELCOME OUR
GOOGLE OVERLORDS.
DO NOT RUN. WE ARE
YOUR FRIENDS.

114. DISPERSED CITATION

115. LIZARD BRAIN: 90% OF
WHAT GOOGLE NEEDS,
THEY HAVE

116. MAPS TO WHAT PEOPLE DO
IN DAY-TO-DAY LIFE

117. FANCY BRAIN:
PASSIVE & AMBIENT

118. FANCY BRAIN:
EASILY EMBEDDED

119. FANCY BRAIN:
EASILY UBIQUITOUS

120. you're at
mcdonalds right now.
that's all your points
for the day.
#*!$%&^!@#

121. @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?

122. STRONG EVIDENCE GOOGLE’S
ALREADY GOING IN THIS DIRECTION

123. EVIDENCE IT’S ALREADY IN USE
from moz.com

124. BUT…
…OK, HERE’S MORE

125. NOW

128. KNOWLEDGE GRAPH

129. IN-DEPTH ARTICLES

130. ALL OF THESE MOVE AWAY FROM
LINKS & WORDS

131. DISPERSED CITATION

132. WE NEED A NEW WAY TO MEASURE

133. DISPERSED CITATION
GOOGLE +
THE IDEA GRAPH
BUILT AROUND
MEASURED WITH

134. DISPERSED CITATION
MEASURES IDEAS BASED ON
REAL, IMPLIED RELATIONSHIPS

135. TELEPATHY NOT REQUIRED

137. PEOPLE WHO LIKE POSTS BY
SAMSUNG ALSO LIKE POSTS BY…

138. Disneyland
Dr. Pepper
Subway Samsung Mobile
Angry Birds
Cool cars

139. Subway
people who like both
Samsung

140. LESS NERDY WAYS TO DO
THE SAME THING

142. SORTA RANDOM

143. FACEBOOK AD PLANNER

144. THE IDEA GRAPH CAN
DRIVE CONTENT
ANGRY BIRD STRATEGIES FOR
SAMSUNG MOBILE USERS

145. THE IDEA GRAPH CAN DRIVE
AD TARGETING

146. TEST ADS TARGETING THEM

147. THE IDEA GRAPH CAN
DRIVE KEYWORD ANALYSIS

148. Which phrases do
these people like
most often?
Disneyland
Dr. Pepper
Subway Samsung Mobile
Angry Birds

149. What do they care
about?
Disneyland
Dr. Pepper
Subway Samsung Mobile
Angry Birds

150. WHY DO IT?

151. WHY DO IT?

152. WHY NOT?!!!

153. OPTIMIZING FOR DISPERSED CITATION
OPTIMIZING FOR SEARCH=

154. IDEA GRAPH = GOOD MARKETING

155. INDEPENDENCE FROM SINGLE-
SOURCE DATA

156. FUTURE-PROOF MARKETING
yesssss.

157. OTHER PRESENTATIONS I’VE DONE
CHECK ‘EM OUT