Big Budget Link Building (Advanced Analysis)
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This document outlines a 6-step process for reverse engineering Google's algorithm to build a ranking model: 1) Assemble algorithm components, 2) Apply to a single query, 3) Repeat for relevant queries, 4) Build ranking model, 5) Create scoring system, 6) Build acquisition plan. It also discusses moving beyond competition by creating demand rather than just catering to existing demand, and provides a case study of a company that "made the market" for a new keyword to outrank Wikipedia and Amazon for that keyword.
Big Budget Link Building (Advanced Analysis)
- 1. Big Budget Link Building:The BrainsRand Fishkin, CEO & Co-founder, SEOmozOctober 2010
- 2. Part I:Don’t Just Outspend, Outthink
- 3. Reverse Engineering the Rankingsin 6 Steps
- 4. Step #1:Assemble the Algorithm’s Components
- 12. Step #2:Apply to a Single Search Query
- 18. Step #3:Repeat on the 100s (or 1000s) of Queries You Care About
- 20. http://www.majesticseo.com/support/subscriptions/enterprise-apihttp://www.seomoz.org/apihttp://home.zhiwei.li/pagerank/http://www.backtype.com/developersUse APIs + Rank Checking to Automatically Retrieve Data
- 21. Step #4:Build a Ranking Model for Your Queries
- 24. Advanced Version: Machine Learninghttp://www.seomoz.org/blog/googles-algorithm-pretty-charts-math-stuff
- 25. Step #5:Create a Scoring System for Comparative Analysis
- 26. The scores should be representative of their weight in the model to give a visual sense of what’s necessary to win top rankings.
- 27. Step #6:Build the Acquisition Plan
- 28. It’s Will’s job to show you how
- 29. Part II:Stop Competing. Start Owning.
- 30. Why are there Billions of Searches?Billions of Queries
- 31. via ~diP on FlickrHow is Demand Created?
- 32. Inherent Needvia dimnikolov on Flickr
- 33. AD-FUELEDDEMANDAdvertising $300 BillionOnline Advertising $24 BillionSearch Ads $10.7 BillionVia Interactive Advertising Bureau 2010
- 34. You Can Cater to Demandvia lumierefl on Flickr
- 35. Or…You Can Create Demand
- 39. A Case Study in“Making the Market”
- 42. DON’T CALL IT “SEO.”
- 52. That’s how you beat Wikipedia & Amazon!
- 53. This Presentation(including the Excel worksheet)is on the Web at:www.seomoz.org/dp/london2010