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SEOmoz: The Future of Great Links

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Rand Fishkin of SEOmoz's presentation at Searchfest Portland, 2011, on the future of link signals in Google + Bing.

Veröffentlicht in: Technologie
  • As a link builder I would agree with the statement of Mr. Cutts on slide #3, why should we waste our time looking after the Google algorithm. Instead we should focus on improving and developing new techniques in search engine optimization.
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SEOmoz: The Future of Great Links

  1. The Future of Great LinksWhere link analysis is heading and how marketers can win today and tomorrow.<br />
  2. “Essentially, we've been doing the same kind of search now for over a decade, right? It's basically anchor text and PageRankand 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.”<br />Stefan Weitz, Director for Bing Search<br />http://www.seomoz.org/blog/director-of-bing-discusses-holistic-search-and-clickstream-data-whiteboard-friday<br />
  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,”<br />Matt Cutts, Head of Web Spam, Google<br />http://www.nytimes.com/2011/02/11/business/media/11search.html<br />
  4. Link Building Signals Today<br />
  5. Diversity of Domains + Linking C-Blocks<br /># of Linking Root Domains to URL<br /># of Links to URL<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements<br />
  6. Anchor Text<br /># of Links w/ exact match anchor text<br /># of linking root domains w/ exact match anchor text<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.nytimes.com/2011/02/11/business/media/11search.html<br />
  7. Features of Linking Pages<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Data via http://www.opensiteexplorer.org<br />
  8. Features of Linking Domains<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Data via http://www.opensiteexplorer.org<br />
  9. Topic Modeling / Topical Relationship?<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/lda-and-googles-rankings-well-correlated<br />
  10. TL;DR – Quantity & Quality of Links<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.slideshare.net/randfish/big-budget-link-building-advanced-analysis-5566731<br />
  11. Link Building Signals of the Future<br />
  12. Social Signals<br />Page A<br />646 links from 36 root domains<br />2 tweets<br />Page B<br />1 link from 1 root domain<br />522 tweets<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause<br />
  13. Social Signals<br />Page B – the tweeted version – ranks #1!<br />Page A<br />646 links from 36 root domains<br />2 tweets<br />Page B<br />1 link from 1 root domain<br />522 tweets<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause<br />
  14. Social Signals<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study<br />
  15. Social Signals<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study#jtc133590<br />
  16. Author Authority<br />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?<br />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)<br />Google: Yes we do compute and use author quality. We don’t know who anyone is in real life :-)<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389<br />
  17. Brand Signals<br />Brands<br />Generics<br /><ul><li> Have real people working at a physical address
  18. Have authentic, followed social accounts
  19. Display obvious, robust contact information
  20. Register with government/civic organizations
  21. Receive traffic from diverse sources
  22. Generate branded search query volume
  23. Run offline marketing/advertising campaigns
  24. Often exist only online
  25. Rarely have significant social accounts
  26. Frequently use email forms only
  27. Stay “under the radar”
  28. Search is often 90%+ of traffic
  29. Have little-no branded search demand
  30. Ignore the offline world</li></ul>http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/the-next-generation-of-ranking-signals<br />
  31. Domain Name / Brand Name “Mentions”<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/labs/blogscape<br />
  32. Depreciation/Filtering of Anchor Text<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/a-recommendation-for-googles-webspam-team<br />
  33. Some Future-Looking Link Building Tactics I Love<br />
  34. Q+A Sites<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.readwriteweb.com/archives/question_and_answer_sites.php<br />
  35. Building Your Own Social Community<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://mashable.com/2010/11/15/biggest-facebook-brands/<br />
  36. Media Coverage<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.madetostick.com/excerpts/<br />
  37. Comment Marketing<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/recommendations-blog-commenting-marketing-strategy<br />
  38. Competitive Analysis of Top “Brands”<br />Where do these brands earn their links?<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.opensiteexplorer.org<br />
  39. Investigating Brand “Mention” Sources<br />Facebook page<br />Blippr?<br />Crunchbase profile<br />App profile on Blackberry<br />Twitter account<br />BusinessWeek Profile<br />Chrome Extension<br />Mashable Article<br />
  40. Q+A<br />Rand Fishkin, CEO & Co-Founder, SEOmoz<br /><ul><li> Twitter: @randfish
  41. Blog: www.seomoz.org/blog
  42. Email: rand@seomoz.org</li></ul>You can now try SEOmoz PRO Free!<br />http://www.seomoz.org/freetrial<br />