Embed Size (px)
DESCRIPTION
Writing for Readers and Search Bots: What to Write and How to Write to It
Citation preview
On Beyond KeywordsWriting to Delight People and Search Bots
Gillian Muessig | Founding President
http://downloadurl
World’s most popular provider of search marketing software
www.seomoz.org/signup
code: ECMOD2011
I come bearing gifts
Oh Yes! Congratulations
Season-to-date online spend: $ 13BUP 15%
Black Friday Online spend: $816MMUP 26%
Thanksgiving Day Online Sales: $479MMUP 18%
Today’s Menu
Topic modelingVector space modelsLatent Dirichlet Allocation & the SERPsTactical Advice
Search Ranking Factors 2009
Search Ranking Factors 2011
Link Signals
LanguageSignals
Topic Modeling
Topic models provide a simple
way to analyze large volumes of unlabeled text.
Sub Section Heading goes here
Notes on this slide, possibly including a link reference or two
Topic Modeling
http://neoformix.com/archive.html
Topic:A cluster of words that frequently occur together.
What Topic Modeling Does
Topic modeling uses contextual clues to connect words w/similar meanings and distinguish between uses of words w/multiple meanings.
http://www.stanford.edu/~kaisa/research.html
Keyword Usage
TF | IDF
Term Frequency | Inverse Document Frequency/: this example shows the inherent weakness of the keyword density metric.
Co-Occurance
Topic Modeling
Rock or Baseball?
Content-related signals require the ability to determine INTENT
If your response is…
Simplistic Term Vector Model
Correlation is Strong
Deviation is Small
Standard Deviation
Causation is not Correlation
Good links may point to more relevant page; other algo aspects may be at play
Out of the SERPs!
Keyword spamming does not improve your chances of ranking!
What to Write & How to Write It
Tips for Building a Keyword List
Ask Someone Who Knows
Sales People & Customers
Google Adwords Tool
https://adwords.google.com/select/KeywordToolExternal
Be Wary ofMatch Type
Bing AdCenter Excel Plug-In
www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research
Google Trends
Not Very Accurate
Sign In for Y-Axis Numbers
Internal Site Search Stats
Competitive Keyword Research
Restrict query to your competitor’s domain
How Tough Is It to Rank for That?
Choose “Best” Words to Target
Search Demand Curve
Determine your most valuable long tail key phrases
Conversion Rate by KW Length
Start by optimizing for the valuable 4 & 3 word key phrases
Generic Hot Topics
These subjects get picked up faster than articles on latent dirichlet allocation
Money | Health | Family
Ephermal Hot Topics
These subjects get picked up faster than articles on latent dirichlet allocation
News | Celebrities | Finance
What to Write & How to Write It
Tips for Writing Copy
It’s More Than KW Frequency
These subjects get picked up faster than articles on latent dirichlet allocation
QDF: New Meaning to Freshness
Query Deserves Diversity
Even a search for ‘best gifts 2011’ yields some diversity in results
Query Deserves Originality
Avoid duplicated content with clear rel=author & rel-canonical tags. http://www.blindfiveyearold.com/how-to-implement-rel-author
Query Deserves Quality
http://googleblog.blogspot.com/2011/02/finding-more-high-quality-sites-in.html
Say it beautifully
http://www.youtube.com/watch?v=Uh4DGUNWmiU
Content is more than words
Content with images is better content – infor is absorbed better than words alone
Good
Content with images is better content – infor is absorbed better than words alone
Better
Tag, transcribe, include multiple ways to get your point across
Write For Your Audience
http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing
Blogs + Blogging
Comment Marketing
News/Media/PRSEO
Social Networks
Word of Mouth
Q+A Sites
Forums
Online Video
Podcasting
Webinars
Research/White Papers
Infographics
Social Bookmarking
INBOUND MARKETING!(AKA “free” traffic sources)
Direct/Referring Links
Type-In Traffic
The New Link Bait
http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
Great Graphics
http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
Graphics That Worked for Us
http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
Drawing Traffic to YourNow-Great Content
5 Top Tips
Comment Generously
http://www.seomoz.org/blog/recommendations-blog-commenting-marketing-strategy
5
Exploit Vertical Search4
Local Results Convert Better4
Image Results in the SERPs4
Video Results4
Video Results4
Shopping Results4
Share Your Expertise3
Incented Sharing Community2
Incented Sharing Community2
Spread the Word Everywhere1
Spread the Word Everywhere1
http://www.ebizmba.com/articles/social-bookmarking-websites
www.seomoz.org/signup
ECMOD2011
