Google ranking evolution

The Evolution of Google Rankings
How Google’s algorithm has changed over the years
and where it’s heading in the future

Rand Fishkin, SEOmoz CEO, March 2011

At SEOmoz, we make SOFTWARE!! We don’t offer any consulting.

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

PageRank

http://www.elliance.com/aha/infographics/Google-PageRank-Explained.aspx

PageRank

http://www.seomoz.org/blog/the-science-of-ranking-correlations

Ranking in Google: 2003 - 2005

Anchor Text

http://www.seomoz.org/learn-seo/anchor-text

From 1999 – 2008, What Page Ranked #1
for the Queries “Exit” and “Leave”?

http://searchengineland.com/google-kills-bushs-miserable-failure-search-other-google-bombs-10363

Keyword Match Domain Names

http://www.seomoz.org/blog/exact-match-domains-are-far-too-powerful-is-their-time-limited

Registration & Historical Information

http://www.seobythesea.com/?p=1121

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

Domain Authority

http://www.seomoz.org/blog/whiteboard-friday-domain-authority-page-authority-metrics

Diversity of External Link Sources

http://www.seomoz.org/blog/10-illustrations-on-search-engines-valuation-of-links

Nofollow, Sitemaps & Webmaster Tools

http://www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pagerank-no-you-cant-do-it-with-nofollow

Search Quality Raters

http://www.seobook.com/archives/000915.shtml

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

Twitter Data

Page A Page B
646 links from 36 root domains 1 link from 1 root domain
2 tweets 522 tweets

http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause

Twitter Clearly Influencing Google

Page B – the
tweeted version –
ranks #1!
Page A Page B
646 links from 36 root domains 1 link from 1 root domain
2 tweets 522 tweets

http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause

Twitter Data is Very Powerful in QDF

http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study

Don’t Try Abusing Twitter for SEO

http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study#jtc133590

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://searchengineland.com/what-social-signals-do-google-bing-really-count-55389

Facebook Likes & Shares

http://www.seomoz.org/blog/facebook-marketing-ultimate-guide

Brand Signals
Brands Generics
• Have real people working at a physical address • Often exist only online
• Have authentic, followed social accounts • Rarely have significant social accounts
• Display obvious, robust contact information • Frequently use email forms only
• Register with government/civic organizations • Stay “under the radar”
• Receive traffic from diverse sources • Search is often 90%+ of traffic
• Generate branded search query volume • Have little-no branded search demand
• Run offline marketing/advertising campaigns • Ignore the offline world

http://www.seomoz.org/blog/the-next-generation-of-ranking-signals

Entity Association


User & Usage Behavior

http://www.quora.com/Did-Bing-intentionally-copy-Googles-search-results

How the Search Ranking Factors Have
Changed in the Eyes of Experts

http://www.seomoz.org/article/search-ranking-factors

New data will be available on SEOmoz in April, 2011

Big Changes from 2009 to 2011

• Link-Based Factors are no longer 60%+ of the equation!
• Social Data is perceived to be a significant player
• Page-Level Link Metrics Fell the Most (43% - 22%)
• Keyword-Level Domain Metrics, Brand Data + Social Rose
• 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

A Look at Google’s “Farmer”
(aka “Panda”) Update

Sites that Lost Visibility

http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers

Sites that Gained Visibility


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

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

Links Didn’t Seem to Have Much Impact


How Google’s Interface Has Evolved

How Search Marketers Can Evolve

Don’t “Look” Like a Content Farm

http://www.suite101.com/content/canada-awarded-fifa-2015-womens-world-cup-of-soccerfootball-a356303

Don’t “Look” Like a Content Farm

http://hubpages.com/hub/WomensFashionsofthe1920-FlappersandtheJazz-Age

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

Anonymous Contact Forms Anchor-Text Rich Internal Links

Ad Blocks Dominating the Page Keyword Stuffed Titles + Pages

It’s great to do good SEO, just don’t look like the only reason the site exists is to draw Google traffic

Become a “Brand”

Brands Generics
• Have real people working at a physical address • Often exist only online
• Have authentic, followed social accounts • Rarely have significant social accounts
• Display obvious, robust contact information • Frequently use email forms only
• Register with government/civic organizations • Stay “under the radar”
• Receive traffic from diverse sources • Search is often 90%+ of traffic
• Generate branded search query volume • Have little-no branded search demand
• Run offline marketing/advertising campaigns • Ignore the offline world


Find Where Top Brands Earn Citations

Where do these
brands earn
their links?

http://www.opensiteexplorer.org

Investigate Brand “Mention” Sources

Facebook page

Blippr?

Crunchbase profile

App profile on Blackberry

Twitter account

BusinessWeek Profile

Chrome Extension

Mashable Article

Focus on the User, But Don’t Forget the Engines

http://www.nytimes.com/2011/02/11/business/media/11search.html

Take Advantage of New Opportunities

http://googlewebmastercentral.blogspot.com/2009/05/introducing-rich-snippets.html


http://www.9e3k.com/9e3k/monday-meme-yoda-spreads-some-9e3k-love/


http://outspokenmedia.com/social-media/quora-hipsters/

Embrace All of Inbound Marketing
News/Media/PR
SEO Email
Blogs + Blogging Research/White Papers

Infographics
Comment Marketing

Social Networks
Online Video
INBOUND MARKETING! Webinars
Forums (AKA all the “free” traffic sources)
Document Sharing

Social Bookmarking Word of Mouth

Direct/Referring Links Podcasting

Type-In Traffic Q+A Sites

Q+A
Rand Fishkin, CEO & Co-Founder, SEOmoz

• Twitter: @randfish
You can now try SEOmoz PRO Free!
• Blog: www.seomoz.org/blog http://www.seomoz.org/freetrial

• Email: rand@seomoz.org

Summary of This Presentation

The Evolution and Future of Google’s Rankings:

• Where Google’s Been in the Past (1999-2010)
• New Signals in Google: Social Media, User Data & Brand Signals
• The Evolution of the Search Engine Results Interface
• What Marketers Must Do to Keep Up with Google’s Evolution

Google ranking evolution

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