The Evolution of Google's Rankings
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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.
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The Evolution of Google's Rankings
- 1. The Evolution of Google RankingsHow Google’s algorithm has changed over the years and where it’s heading in the future Rand Fishkin, SEOmoz CEO, March 2011
- 2. At SEOmoz, we make SOFTWARE!! We don’t offer any consulting.
- 3. Ranking in Google: 1999-2002
- 4. On-Page Optimization http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization
- 7. Ranking in Google: 2003 - 2005
- 8. Anchor Text http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/learn-seo/anchor-text
- 9. From 1999 – 2008, What Page Ranked #1for the Queries “Exit” and “Leave”? http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://searchengineland.com/google-kills-bushs-miserable-failure-search-other-google-bombs-10363
- 10. From 1999 – 2008, What Page Ranked #1for the Queries “Exit” and “Leave”? http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://searchengineland.com/google-kills-bushs-miserable-failure-search-other-google-bombs-10363
- 11. Keyword Match Domain Names http://www.seomoz.org/blog/exact-match-domains-are-far-too-powerful-is-their-time-limited
- 12. Registration & Historical Information http://www.seobythesea.com/?p=1121
- 13. Topic Modeling LDA correlates w/ Google rankings better than any other on-page feature http://www.seomoz.org/blog/content-optimization-revisiting-topic-modeling-lda-our-labs-tool
- 14. Ranking in Google: 2006 - 2009
- 15. Domain Authority http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/whiteboard-friday-domain-authority-page-authority-metrics
- 16. Diversity of External Link Sources http://www.seomoz.org/blog/10-illustrations-on-search-engines-valuation-of-links
- 17. Nofollow, Sitemaps & Webmaster Tools http://www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pagerank-no-you-cant-do-it-with-nofollow
- 18. Search Quality Raters http://www.seobook.com/archives/000915.shtml
- 19. Ranking in Google: 2009 - 2011
- 20. Twitter Data Danny Sullivan: If an article is retweeted or referenced much in Twitter, do you count that as a signal outside of finding any non-nofollowed links that may naturally result from it? Google: Yes, we do use it as a signal. It is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
- 21. Twitter Data 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
- 22. Twitter Clearly Influencing Google 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
- 23. Twitter Data is Very Powerful in QDF http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study
- 24. Don’t Try Abusing Twitter for SEO http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study#jtc133590
- 25. 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
- 26. Facebook Likes & Shares http://www.seomoz.org/blog/facebook-marketing-ultimate-guide
- 28. Have authentic, followed social accounts
- 29. Display obvious, robust contact information
- 30. Register with government/civic organizations
- 31. Receive traffic from diverse sources
- 32. Generate branded search query volume
- 33. Run offline marketing/advertising campaigns
- 34. Often exist only online
- 35. Rarely have significant social accounts
- 36. Frequently use email forms only
- 37. Stay “under the radar”
- 38. Search is often 90%+ of traffic
- 39. Have little-no branded search demand
- 40. Ignore the offline worldhttp://www.seomoz.org/blog/the-next-generation-of-ranking-signals
- 42. User & Usage Behavior http://www.quora.com/Did-Bing-intentionally-copy-Googles-search-results
- 43. How the Search Ranking Factors Have Changed in the Eyes of Experts
- 45. New data will be available on SEOmoz in April, 2011
- 47. Social Data is perceived to be a significant player
- 48. Page-Level Link Metrics Fell the Most (43% - 22%)
- 49. Keyword-Level Domain Metrics, Brand Data + Social Rose
- 50. The Survey itself asked for more detail/specificity(which may be responsible for some of these shifts)The new version of the ranking factors will be online in April, 2011
- 51. A Look at Google’s “Farmer”(aka “Panda”) Update
- 52. Sites that Lost Visibility http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers
- 53. Sites that Gained Visibility http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers
- 54. From the Mouths of Googlers Wired.com: How do you recognize a shallow-content site? Singhal: (W)e asked the raters questions like: “Would you be comfortable giving this site your credit card? Would you be comfortable giving medicine prescribed by this site to your kids?” Cutts: (Using) a rigorous set of questions, everything from. “Do you consider this site to be authoritative? Would it be okay if this was in a magazine? Does this site have excessive ads?” Singhal: And based on that, we basically formed some definition of what could be considered low quality. http://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms/all/1
- 55. From the Mouths of Googlers Wired.com: But how do you implement that algorithmically? Cutts: I think you look for signals that recreate that same intuition, that same experience that you have as an engineer and that users have. Singhal: You can imagine in a hyperspace a bunch of points, some points are red, some points are green, and in others there’s some mixture. Your job is to find a plane which says that most things on this side of the place are red, and most of the things on that side of the plane are the opposite of red. http://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms/all/1
- 56. Links Didn’t Seem to Have Much Impact http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers
- 57. How Google’s Interface Has Evolved
- 58. Old Google SERPs
- 61. How Search Marketers Can Evolve
- 62. Don’t “Look” Like a Content Farm http://www.suite101.com/content/canada-awarded-fifa-2015-womens-world-cup-of-soccerfootball-a356303
- 63. Don’t “Look” Like a Content Farm http://hubpages.com/hub/WomensFashionsofthe1920-FlappersandtheJazz-Age
- 64. Watch Out for “Classic” SEO Tactics Directory Link Building Keyword-Variant Abuse Reciprocal Link Pages Paid Links w/ Manipulative Anchor Text Sitewide, Footer Links Navigation for Engines, Not Humans Low Cost/Quality, Outsourced Content Generic Design and Layout Anchor-Text Rich Internal Links Anonymous Contact Forms Keyword Stuffed Titles + Pages Ad Blocks Dominating the Page It’s great to do good SEO, just don’t look like the only reason the site exists is to draw Google traffic
- 66. Have authentic, followed social accounts
- 67. Display obvious, robust contact information
- 68. Register with government/civic organizations
- 69. Receive traffic from diverse sources
- 70. Generate branded search query volume
- 71. Run offline marketing/advertising campaigns
- 72. Often exist only online
- 73. Rarely have significant social accounts
- 74. Frequently use email forms only
- 75. Stay “under the radar”
- 76. Search is often 90%+ of traffic
- 77. Have little-no branded search demand
- 78. Ignore the offline worldhttp://www.seomoz.org/blog/the-next-generation-of-ranking-signals
- 79. Find Where Top Brands Earn Citations Where do these brands earn their links? http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.opensiteexplorer.org
- 80. Investigate Brand “Mention” Sources Facebook page Blippr? Crunchbase profile App profile on Blackberry Twitter account BusinessWeek Profile Chrome Extension Mashable Article
- 81. Focus on the User, But Don’t Forget the Engines http://www.nytimes.com/2011/02/11/business/media/11search.html
- 82. Take Advantage of New Opportunities http://googlewebmastercentral.blogspot.com/2009/05/introducing-rich-snippets.html
- 83. Take Advantage of New Opportunities http://www.9e3k.com/9e3k/monday-meme-yoda-spreads-some-9e3k-love/
- 84. Take Advantage of New Opportunities http://outspokenmedia.com/social-media/quora-hipsters/
- 85. Embrace All of Inbound Marketing News/Media/PR SEO Email Research/White Papers Blogs + Blogging Infographics Comment Marketing Social Networks Online Video INBOUND MARKETING!(AKA all the “free” traffic sources) Webinars Forums Document Sharing Social Bookmarking Word of Mouth Podcasting Direct/Referring Links Type-In Traffic Q+A Sites
- 88. Email: rand@seomoz.orgYou can now try SEOmoz PRO Free! http://www.seomoz.org/freetrial
- 90. New Signals in Google: Social Media, User Data & Brand Signals
- 91. The Evolution of the Search Engine Results Interface
- 92. What Marketers Must Do to Keep Up with Google’s Evolution