'

The Influence of Links in SEO How they’re changing, evolving, and still surprisingly powerful.

Понравилась презентация – покажи это...





Слайд 0

Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com The Influence of Links in SEO How they’re changing, evolving, and still surprisingly powerful.


Слайд 1

bit.ly/randlinks2015 Get the presentation:


Слайд 2

Evidence of Links Fading


Слайд 3

Anecdotal Evidence – several folks in the SEO community have come forward w/ stories of sites/pages ranking without links. ?? ??


Слайд 4

Most of the sources I could find writing publicly about this aren’t particularly well-known, and the tactics sound sketchy.


Слайд 5

Hard to see behind the CTA, but the recommendation is to “get in group with 20 SEOs and search n click”


Слайд 6

The more credible examples tended to show how to rank using a site’s inherent, existing authority (rather than a site entirely without links) Via Mashbout


Слайд 7

The most credible example came from Google’s John Mueller, who claimed a friend had a local site in Zurich ranking well without links (sadly, he didn’t share details). Via SERoundtable


Слайд 8

My Bias: Show Repeatable, Transparent Evidence & Examples


Слайд 9

Examples in the SERPs – results where the most linked-to sites/pages are being outranked by poorly linked-to alternatives. ? ?


Слайд 10

Aha! Since #7 is the most powerful by links, but doesn’t rank higher, links must be less valuable! Via Keyword Difficulty


Слайд 11

Yarr! Links be a sinking ship me maties. Abandon all hope ye who build them. Via Mozbar


Слайд 12

Non-Link Signals on the Rise – results where the most linked-to sites/pages are being outranked by poorly linked-to alternatives. ? ?


Слайд 13

Topical Authority Usage Data (CTR, Traffic, etc) User Data & Personalization UX (Speed, Mobile-Friendly, etc) Topic Modeling / Hummingbird Content Quality Signals Social Signals (Direct & Indirect) Which Signals Are Potentially On the Rise? Trust & Spam Signals


Слайд 14

e.g. High Correlation of CTR in Searchmetrics’ Recent Study Via Searchmetrics’ Ranking Factors Click-Through-Rate showed a 0.67 correlation


Слайд 15

Link Manipulation Slowing – spammy links don’t seem to be as powerful or prevalent as they have been in the past. ? ?


Слайд 16

Fewer Spammers are Investing in Link Spam at the Rates of the Prior 15 Years Via Rank Modifying Spammers and Google Maps: Still Too Easy to Spam


Слайд 17

Evidence Links Are Still Strong


Слайд 18

Correlation Data – raw link counts and algorithmic link metrics are no less correlated with rankings than 5 years ago. ? ?


Слайд 19

Links Haven’t Budged Much in Ranking Correlations Via Moz’s 2013 Ranking Factors Study Backlink metrics hovering in the ~0.29 correlation range


Слайд 20

Links Haven’t Budged Much in Ranking Correlations Via Searchmetrics’ Ranking Factors Raw backlinks count at 0.31


Слайд 21

Links Haven’t Budged Much in Ranking Correlations From Mozscape’s January 2015 Update Linking Domains count at 0.30


Слайд 22

Link Experiments – pointing anchor text links at a page in the SERPs still has a dramatic, positive, and nearly immediate result. ? ?


Слайд 23

1) Three word, informational keyword phrase with relatively light competition and stable rankings Test Conditions: 2) We selected two results (“A” and “B”), ranking #13 (“A”) and #20 ( “B”) in logged-out, non-personalized results 3) We pointed links from 20 pages on 20 unique, high-DA, high-trust, off-topic sites at both “A” and “B”


Слайд 24

A) We pointed 20 links from 20 domains at this result with anchor text exactly matching the query phrase #11 #12 #13 #14 #15 #16 #17 #18 #19 #20 B) We pointed 20 links from the same 20 pages as “A” to this URL with anchor text that did not contain any words in the query


Слайд 25

#11 #12 #13 #14 #15 #16 #17 #18 #19 #20 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 After 20 days, all of the links had been indexed by Google. “A” and “B” both moved up 4 positions. None of the other results moved more than 2 positions.


Слайд 26

Repeat the Experiment!


Слайд 27

B) We pointed 20 links from 20 domains to this URL with anchor text that did not contain any words in the query #11 #12 #13 #14 #15 #16 #17 #18 #19 #20 A) We pointed 20 links from the same pages/domains at this result with anchor text exactly matching the query phrase


Слайд 28

#11 #12 #13 #14 #15 #16 #17 #18 #19 #20 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 After 16 days, all of the links had been indexed by Google. “A” moved up 19 positions to #1! B moved up 5 positions to #9. None of the other results moved more than 2 positions.


Слайд 29

More in this Presentation


Слайд 30

Google’s Crackdowns – penalization for bad links continues unabated, and Google appears to be more aggressive about them than ever. ? ?


Слайд 31

Google is Clearly Cracking Down on Manipulative Links


Слайд 32

Many Links Are Losing Value, Especially as the Web Grows: Via BuiltVisible’s Blog


Слайд 33

But, Thinking of the Algorithm as a Pie Chart May Not Be Right: Via Rand’s Blog


Слайд 34

What Might Google Do With Links (now, or in the future)


Слайд 35

Combining Signals – links may only be helping content, pages, or sites that have passed other algorithmic quality bars. ? ?


Слайд 36

We Know Google’s Applied Combinations & Filters of Data in the Past (e.g. Hummingbird) Via SEO By the Sea


Слайд 37

Multiple Algorithms – Google may be applying different sets or types of ranking systems in different niches. ? ?


Слайд 38

There’s No Rule Requiring Google to Apply the Same Algorithm(s) to Every Type of Query Via SEMRush


Слайд 39

Machine/Deep Learning – Links may only be used in rankings when they correlate positively with successful searches. ? ?


Слайд 40

Jeff Dean’s Slides on Deep Learning Are a Must Read for SEOs


Слайд 41

Google’s Deep Learning system studied YouTube clips and eventually invented its own classification/concept of “cats”


Слайд 42

Replace YouTube with the Web and cats with any given search query, and it’s not hard to imagine Google creating a deep learning ranking algorithm


Слайд 43

How Should Marketers Respond


Слайд 44

End Purely SEO-Focused Link Building – Invest in tactics that serve multiple marketing purposes AND simultaneously help to earn links ? ?


Слайд 45

Link from a guest post by Diana on Selfgrowth.com


Слайд 46

Link from a guest post by Geraldine on MarieClaire.


Слайд 47

Run Competitive Analyses that Look Beyond Links – seek out non-link metrics that correspond with high vs. low rankings ? ?


Слайд 48

When we focus on links, we’re sometimes blind to other tactics sites use to rank well.


Слайд 49

Make Link Acquisition a Secondary Activity – First, earn attention & trust, then find ways to earn the link. ? ?


Слайд 50

Google has plenty of types of data that correlate well to links – in the future, those who have links, but lack other signals, will probably lose out.


Слайд 51

Test the Power of Links in Your SERPs – If a diverse set of links won’t move the needle in your niche, you can move quickly to other tactics. ? ?


Слайд 52

If you point links here, do the rankings go up? How many links? How powerful do they need to be?


Слайд 53

Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com bit.ly/randlinks2015


×

HTML:





Ссылка: