smx madrid 2008 uncovering the algorithm a peek inside how google evaluates and ranks pages
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SMX Madrid 2008
Uncovering the Algorithm
A Peek Inside How Google Evaluatesand Ranks Pages
Why Do We Need toUnderstand Google's Algorithm?
To Predict the Potential Challengesof Earning Top Rankings
To Evaluate Strengths & Weaknessesin a Site's Strategy
To Provide Expert Advice to Clients,Developers & Management
To Understand How to Competein the Search Results
What Tactics Are Usedto Understand Algorithms?
Split-Testing with Nonsense Wordson Controlled Domains
An Example:
This link carries moreweight than this link.
Why? Because it'shigher up in the code.
Trial-and-Error Testing in the SERPs
Examination of Search EnginePatent Applications
An Example:
An Example:
Parsing Academic Information RetrievalPapers & Tests
An Example:
Paying Close Attention to the SearchEngine Representatives
An Example:
Owning a keyword match domain name is going to carry some weight in Google for the foreseeable future. It is something we want to reward.
- Matt Cutts at the Domain RoundtableApril 2008
Learning from Blogs, Forums & theOnline Community
“Sexto Sendido” for the SERPs
What Are the Major Elementsin Google's Algorithm
Keyword Usage
Title Tags
Headline Tags
Body Text
Domain Names & URLs
Link Anchor Text
This Anchor Text tells search engines that this URLis relevant to those keywords
An Aside on Anchor Text...
Meta Description Tag
Meta Keywords Tag
Meta Keywords in HTML
Image Alt Tags
Emphasized Text (Bold/Strong)
Semantic Analysis?
Domain Authority
Building a “Domain Graph” of Links
Domain-Level Trust Evaluation
Inbound Link Diversity
YourSite.com
Branded Search Volume
Registration Data & History
Page Level Link Analysis
Internal vs. External Links
Editorial Link Assessment
TrustRank
PageRank
Links as Votes (aka Raw Link Juice)
Temporal Evaluation & QDF
External Link Growth Over Time
Content Changes over Time
September 2005 May 2008
QDF - “Query Deserves Freshness”
Intent Detection & “QDD”
Detecting Multiple Query Intents andApplying “Query Deserves Diversity”
Selecting Unique Results
Company names (where searchers might want positive and negative press, along w/ official company domains, e.g. “Inditex”)
Product searches (where e-commerce style results might ordinarily fill up the SERPs, but Google tries to provide some reviews and non-commercial, relevant content, e.g. “iPod”)
News & political searches (where it might be prudent to display "all sides" of an issue, rather than just the politically one-sided blogs that did the best job baiting links, e.g. “Zapatero”)
Supplemental & Duplicate Results
Why Do Pages Go “Supplemental”?
Duplicate Content Issues
How Search Engines HandleDuplicate Content – Step 1
How Search Engines HandleDuplicate Content – Step 2
Step 3
How Search Engines HandleDuplicate Content – Step 4
GeoTargeting
Elements that Predict Location
Server Hosting Location Language Domain Extension Domain Registration Data
Spam Detection
Hidden Content
Hidden Text in HTML
Cloaking
Manipulative Linking
Parasite Hosting
The Future of Algorithms
Personalization
User & Usage Based Data
Focus on Non-US/Non-English Results
More Advanced Link Interpretation
More Social Data
Thank You!
Slides online at: www.seomoz.org/dp/smx-madrid