+DarrenShaw
- Главная
- Разное
- Дизайн
- Бизнес и предпринимательство
- Аналитика
- Образование
- Развлечения
- Красота и здоровье
- Финансы
- Государство
- Путешествия
- Спорт
- Недвижимость
- Армия
- Графика
- Культурология
- Еда и кулинария
- Лингвистика
- Английский язык
- Астрономия
- Алгебра
- Биология
- География
- Детские презентации
- Информатика
- История
- Литература
- Маркетинг
- Математика
- Медицина
- Менеджмент
- Музыка
- МХК
- Немецкий язык
- ОБЖ
- Обществознание
- Окружающий мир
- Педагогика
- Русский язык
- Технология
- Физика
- Философия
- Химия
- Шаблоны, картинки для презентаций
- Экология
- Экономика
- Юриспруденция
User Behavior and Local Search презентация
Содержание
- 1. User Behavior and Local Search
- 2. Do clicks affect rankings? @DarrenShaw_ +DarrenShaw
- 3. Let’s test @DarrenShaw_ +DarrenShaw
- 4. Everyone, get out your phone,
- 5. Scroll down and click on
- 6. @DarrenShaw_ +DarrenShaw
- 7. Now, let’s amplify this via
- 8. How I got obsessed with
- 9. bit.ly/11mkCru @DarrenShaw_ +DarrenShaw
- 10. bit.ly/11mkCru @DarrenShaw_ +DarrenShaw
- 11. @DarrenShaw_ +DarrenShaw
- 12. bit.ly/1ureMjr @DarrenShaw_ +DarrenShaw
- 13. @DarrenShaw_ +DarrenShaw
- 14. @DarrenShaw_ +DarrenShaw
- 15. @DarrenShaw_ +DarrenShaw
- 16. @DarrenShaw_ +DarrenShaw
- 17. @DarrenShaw_ +DarrenShaw
- 18. @DarrenShaw_ +DarrenShaw
- 19. @DarrenShaw_ +DarrenShaw bit.ly/1kxP9ar
- 20. @DarrenShaw_ +DarrenShaw
- 21. slidesha.re/WdbkLK @DarrenShaw_ +DarrenShaw
- 22. Pull out your phones, search for
- 23. @DarrenShaw_ +DarrenShaw Within
- 24. @DarrenShaw_ +DarrenShaw They
- 25. @DarrenShaw_ +DarrenShaw
- 26. This demands further testing! @DarrenShaw_ +DarrenShaw
- 27. @DarrenShaw_ +DarrenShaw
- 28. @DarrenShaw_ +DarrenShaw
- 29. Test 1 – Hammer Time
- 30. @DarrenShaw_ +DarrenShaw Starting position
- 31. @DarrenShaw_ +DarrenShaw Checked on November 15th No change…
- 32. @DarrenShaw_ +DarrenShaw Checked from my hotel room last night. Again, no change.
- 33. Test 2 – A Softer
- 34. @DarrenShaw_ +DarrenShaw Starting position
- 35. @DarrenShaw_ +DarrenShaw Checked on November 15th and look at this!
- 36. @DarrenShaw_ +DarrenShaw Checked from my hotel room last night…
- 37. Test 3 – Click Burst
- 38. @DarrenShaw_ +DarrenShaw Search
- 39. Watch what happens over the 3 days @DarrenShaw_ +DarrenShaw
- 40. @DarrenShaw_ +DarrenShaw
- 41. @DarrenShaw_ +DarrenShaw
- 42. Why did test 3 seem
- 43. REMINDER Test 1 – Hammer
- 44. Theory The first test was
- 45. Test 4 – Slow and
- 46. @DarrenShaw_ +DarrenShaw Search
- 47. Watch what happens over the thirty days @DarrenShaw_ +DarrenShaw
- 48. @DarrenShaw_ +DarrenShaw
- 49. @DarrenShaw_ +DarrenShaw I checked
- 50. Hmm. Inconclusive. @DarrenShaw_ +DarrenShaw
- 51. Test 5 – Clicks on
- 52. @DarrenShaw_ +DarrenShaw Search
- 53. @DarrenShaw_ +DarrenShaw Click this link, not the business name.
- 54. @DarrenShaw_ +DarrenShaw Over the
- 55. @DarrenShaw_ +DarrenShaw But I
- 56. Theory Like with the test
- 57. Burning Question Can you do this with Mechanical Turk? @DarrenShaw_ +DarrenShaw
- 58. @DarrenShaw_ +DarrenShaw
- 59. @DarrenShaw_ +DarrenShaw Search
- 60. @DarrenShaw_ +DarrenShaw Starting position on November 4th G in the local pack
- 61. @DarrenShaw_ +DarrenShaw November 7th No change
- 62. @DarrenShaw_ +DarrenShaw November 13th Moved up one position…
- 63. @DarrenShaw_ +DarrenShaw November 16th They’ve now moved up 2 spots
- 64. @DarrenShaw_ +DarrenShaw Search
- 65. @DarrenShaw_ +DarrenShaw Started here on November 4th
- 66. @DarrenShaw_ +DarrenShaw November 16th
- 67. @DarrenShaw_ +DarrenShaw Using
- 68. @DarrenShaw_ +DarrenShaw I
- 69. @DarrenShaw_ +DarrenShaw Started here on November 4th Position E
- 70. A little early, but possibly trending towards higher rankings?
- 71. Checking from different IPs and browsers. Appears to also be trending towards improved rankings.
- 72. @DarrenShaw_ +DarrenShaw Using
- 73. @DarrenShaw_ +DarrenShaw
- 74. So far, no ranking changes
- 75. Pogo-sticking Test Can we demote
- 76. @DarrenShaw_ +DarrenShaw This locksmith
- 77. @DarrenShaw_ +DarrenShaw Search
- 78. So far, 166 people have
- 79. Can you imagine? Pogo-sticking Negative SEO… @DarrenShaw_ +DarrenShaw
- 80. Why no driving directions test? @DarrenShaw_ +DarrenShaw
- 81. @DarrenShaw_ +DarrenShaw Google
- 82. Ranking Fluctuations What is going on? @DarrenShaw_ +DarrenShaw
- 83. @DarrenShaw_ +DarrenShaw October 4th
- 84. We captured over 1700 screenshots
- 85. @DarrenShaw_ +DarrenShaw Oct 24th
- 86. @DarrenShaw_ +DarrenShaw Oh, and look here on Nov 12th
- 87. @DarrenShaw_ +DarrenShaw
- 88. @DarrenShaw_ +DarrenShaw
- 89. What’s causing the variation? Different browsers? Different data centers? @DarrenShaw_ +DarrenShaw
- 90. @DarrenShaw_ +DarrenShaw Notice
- 91. @DarrenShaw_ +DarrenShaw
- 92. @DarrenShaw_ +DarrenShaw Theory
- 93. @DarrenShaw_ +DarrenShaw Google
- 94. @DarrenShaw_ +DarrenShaw Multi-armed bandits and the epsilon-greedy method http://bit.ly/11cMyxt
- 95. @DarrenShaw_ +DarrenShaw Multi-armed bandits and the epsilon-greedy method http://bit.ly/11cMyxt
- 96. @DarrenShaw_ +DarrenShaw http://bit.ly/1ybvkLE
- 97. @DarrenShaw_ +DarrenShaw http://bit.ly/1wMyoMa
- 98. @DarrenShaw_ +DarrenShaw
- 99. Let’s check our test… @DarrenShaw_ +DarrenShaw
- 100. Take Aways @DarrenShaw_ +DarrenShaw
- 101. 1. Google *is* using click-through
- 102. 2. The ranking fluctuations since
- 103. 3. Weekly or monthly rank
- 104. Thank you! Any questions? @DarrenShaw_ +DarrenShaw
Do clicks affect rankings? @DarrenShaw_ +DarrenShaw
Слайд 4
Everyone, get out your phone, disconnect from wifi,
and Google: dallas wedding
dresses
@DarrenShaw_ +DarrenShaw
Слайд 5
Scroll down and click on mockingbirdbridal.com in the organic results.
@DarrenShaw_
+DarrenShaw
Слайд 7
Now, let’s amplify this via
social media
@DarrenShaw_ AND +DarrenShaw_
@DarrenShaw_
+DarrenShaw
Слайд 22
Pull out your phones, search for “seattle wedding dresses”, and click
on Belltown Bride
@DarrenShaw_ +DarrenShaw
Слайд 23
@DarrenShaw_ +DarrenShaw
Within 10 minutes they had moved up from
the bottom of the page to #2
Слайд 24
@DarrenShaw_ +DarrenShaw
They also moved into position B in the
local pack,
and they still hold this spot today.
Слайд 29
Test 1 – Hammer Time
Low competition market
Click website link 100
times per day
Repeat for 30 days
@DarrenShaw_ +DarrenShaw
Слайд 30
@DarrenShaw_ +DarrenShaw
Starting position on
October 4th
E in the local pack
Search
for “roanoke accountants”
Click on “Stanley G Boatwright”
Слайд 33
Test 2 – A Softer Approach
Low competition market
Click website link
5 times per day
Repeat for 7 days
@DarrenShaw_ +DarrenShaw
Слайд 34
@DarrenShaw_ +DarrenShaw
Starting position on
October 6th
G in the local pack
Search
for “wilmington nc accountants ”
Click on “Joseph Guo CPA,PLLC ”
Слайд 37
Test 3 – Click Burst
High competition market
Click website link 50
times per day
repeat for 3 days
@DarrenShaw_ +DarrenShaw
Слайд 38
@DarrenShaw_ +DarrenShaw
Search for “los angeles personal injury lawyers”
Click on
“The Torkzadeh Law Firm”
Starting position on
October 3rd
C in the local pack
Слайд 43
REMINDER
Test 1 – Hammer Time
Low competition market
Click website link 100
times per day
Repeat for 30 days
@DarrenShaw_ +DarrenShaw
Слайд 44
Theory
The first test was way overboard. An unnatural amount of clicks
for that city and keyword.
@DarrenShaw_ +DarrenShaw
Слайд 45
Test 4 – Slow and Steady
High competition market
Click website link
5 times per day
Repeat for 30 days
@DarrenShaw_ +DarrenShaw
Слайд 46
@DarrenShaw_ +DarrenShaw
Search for “los angeles moving companies”
Click on “West
LA Movers”
Starting position on
October 3rd
G in the local pack
Слайд 51
Test 5 – Clicks on Google+ Link
High competition market
Click “Google+
Page” 50 times per day
Repeat for 3 days
@DarrenShaw_ +DarrenShaw
Слайд 52
@DarrenShaw_ +DarrenShaw
Search for “miami personal injury lawyer”
Click on the
Google+ link for “The Altman Law Firm”
Starting position on
October 3rd
G in the local pack
Слайд 54
@DarrenShaw_ +DarrenShaw
Over the course of the
3 days, not
much changed.
This is the last screenshot
taken by our system
This is the last screenshot
taken by our system
Слайд 56
Theory
Like with the test on Linda’s forum, perhaps it just needed
some time to “simmer” before rankings were affected.
@DarrenShaw_ +DarrenShaw
Слайд 64
@DarrenShaw_ +DarrenShaw
Search for “plumbers philadelphia”
Click on ORGANIC result “Sam
Wexler Plumbing”
Слайд 66
@DarrenShaw_ +DarrenShaw
November 16th
No change
I’ve been checking
regularly, but not
seeing
any change
Слайд 67
@DarrenShaw_ +DarrenShaw
Using your mobile phone and cellular network, Search
for “accountants cincinnati”
Click on “Mellott & Mellott”
Слайд 68
@DarrenShaw_ +DarrenShaw
I asked them to complete the task on
our website
so I could track their user agent and make sure
they were actually using mobile.
Слайд 71Checking from different
IPs and browsers. Appears
to also be trending towards
improved rankings.
Слайд 72
@DarrenShaw_ +DarrenShaw
Using your mobile phone and cellular network, Search
for “electricians cincinnati ohio”
Click on “Queen City Electric”
Слайд 74
So far, no ranking changes
with the click-to-call test, but it has
only been running for 6 days.
@DarrenShaw_ +DarrenShaw
Слайд 75
Pogo-sticking Test
Can we demote a listing through automated pogo-sticking signals?
@DarrenShaw_
+DarrenShaw
Слайд 76
@DarrenShaw_ +DarrenShaw
This locksmith spammer has
created a fake listing with
the
angieslist category page.
I wonder if we can take
him out with microworker
pogo-sticking…
I wonder if we can take
him out with microworker
pogo-sticking…
Слайд 77
@DarrenShaw_ +DarrenShaw
Search for “cincinnati locksmiths”, click on that spammy
listing, click back, then click on the top ranked listing.
Слайд 78
So far, 166 people have done it, and no ranking changes,
but I sure as hell hope this doesn’t work.
@DarrenShaw_ +DarrenShaw
Слайд 81
@DarrenShaw_ +DarrenShaw
Google has plenty of data to determine if
you actually drove to the location. Just searching for directions isn’t a signal they need to use.
Слайд 83
@DarrenShaw_ +DarrenShaw
October 4th
Position E
Remember the first test where we
didn’t see any ranking change?
November 16th
Position E
Слайд 84
We captured over 1700 screenshots from October 3rd through November 15th.
There was a ton of variation.
@DarrenShaw_ +DarrenShaw
Слайд 89
What’s causing the variation?
Different browsers?
Different data centers?
@DarrenShaw_ +DarrenShaw
Слайд 90
@DarrenShaw_ +DarrenShaw
Notice that there wasn’t nearly as much variation
in the los angeles personal injury lawyer results.
Слайд 92
@DarrenShaw_ +DarrenShaw
Theory
Google deliberately mixes up the results to test
if users like them
Слайд 93
@DarrenShaw_ +DarrenShaw
Google has much more data on “los angeles
personal injury lawyer” than “willmington nc accountants” so they already know the preferred choices, and there is less variation.
Слайд 94
@DarrenShaw_ +DarrenShaw
Multi-armed bandits and the epsilon-greedy method
http://bit.ly/11cMyxt
Слайд 95
@DarrenShaw_ +DarrenShaw
Multi-armed bandits and the epsilon-greedy method
http://bit.ly/11cMyxt
Слайд 101
1. Google *is* using click-through data, and sadly, it *is* easy
to manipulate.
@DarrenShaw_ +DarrenShaw
Слайд 102
2. The ranking fluctuations since the Pigeon update are deliberate
(I think)
@DarrenShaw_
+DarrenShaw
Слайд 103
3. Weekly or monthly rank tracking data is useless. Need to
track at least daily to measure trends.
@DarrenShaw_ +DarrenShaw
