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.
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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.
- 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.” 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. Link Building Signals Today
- 5. 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
- 6. 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
- 7. Features of Linking Pages http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html Data via http://www.opensiteexplorer.org
- 8. Features of Linking Domains http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html Data via http://www.opensiteexplorer.org
- 9. Topic Modeling / Topical Relationship? http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/lda-and-googles-rankings-well-correlated
- 10. TL;DR – Quantity & Quality of Links http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.slideshare.net/randfish/big-budget-link-building-advanced-analysis-5566731
- 11. Link Building Signals of the Future
- 12. 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
- 13. 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
- 14. Social Signals http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study
- 15. Social Signals http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study#jtc133590
- 16. 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
- 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 worldhttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/the-next-generation-of-ranking-signals
- 31. Domain Name / Brand Name “Mentions” http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/labs/blogscape
- 32. 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
- 33. Some Future-Looking Link Building Tactics I Love
- 34. Q+A Sites http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.readwriteweb.com/archives/question_and_answer_sites.php
- 35. 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/
- 36. Media Coverage http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.madetostick.com/excerpts/
- 37. Comment Marketing http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/recommendations-blog-commenting-marketing-strategy
- 38. 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
- 39. Investigating Brand “Mention” Sources Facebook page Blippr? Crunchbase profile App profile on Blackberry Twitter account BusinessWeek Profile Chrome Extension Mashable Article
- 42. Email: rand@seomoz.orgYou can now try SEOmoz PRO Free! http://www.seomoz.org/freetrial