1. Network Analysis for SEO
- definition & basic concepts
- software and datasets
- applications for SEO
Charlotte Bourne
Search Marketing Strategist

2. Network Analysis

3. Basic Concepts
Node or Vertex
Edge

4. Basic Concepts: Centrality
Degrees: number of incoming or outgoing connections
Closeness: ability to reach all other nodes in the least amount of steps
Betweenness: extent that a node lies on the path to reach other nodes

5. Software
Pajek NodeXL
UCINet Tulip
NetworkX ORA
JUNG Analyst Notebook
igraph KrakPlot
Visone LibSNA
Network Workbench UrlNet
Gephi Graphviz

6. Software: NodeXL
Imports from:
-Flickr
- Twitter
- Youtube
Backlink data from:
- GWT
- Yahoo Site Explorer
- Open Site Explorer

7. Network Analysis for SEO
- Interlinking between web properties
- Analysis of backlinks
- Competitive analysis of backlinks
- Social network analysis

8. Analysis of Backlinks
- who is linking to my client’s websites?

9. Analysis of Backlinks
Links to One Site in the Links to Two Sites in the
Network Network

10. Analysis of Backlinks

11. Competitive Analysis
- who is linking to my competitors but
not to my client?

12. Competitive Analysis: Degree Centrality
- Act as hubs of information

13. Competitive Analysis: Betweenness Centrality
- Information frequently flows through these sites

14. Social Media Analysis
- looking for influencers on Twitter

15. Social Media Analysis: 4FRNT Skis

16. Social Media Analysis

17. Social Media Analysis

18. Advanced Applications
SEO
- layering in other data sets
Social Media
- brand management
- competitive analysis
-reputation audit
- crisis mitigation

19. Summary
- proven field of knowledge
- applications for SEO and social media
theresultspeople.com/network
nodexl.codeplex.com/
Charlotte Bourne