of Links in SEO
How they’re changing, evolving, and
still surprisingly powerful.
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The Influence of Links in SEO How they’re changing, evolving, and still surprisingly powerful. презентация
Содержание
- 1. The Influence of Links in SEO How they’re changing, evolving, and still surprisingly powerful.
- 2. bit.ly/randlinks2015 Get the presentation:
- 3. Evidence of Links Fading
- 4. Anecdotal Evidence – several folks in the
- 5. Most of the sources I could find
- 6. Hard to see behind the CTA, but
- 7. The more credible examples tended to show
- 8. The most credible example came from Google’s
- 9. My Bias: Show Repeatable, Transparent Evidence & Examples
- 10. Examples in the SERPs – results where
- 11. Aha! Since #7 is the most powerful
- 12. Yarr! Links be a sinking ship me
- 13. Non-Link Signals on the Rise – results
- 14. Topical Authority Usage Data (CTR, Traffic, etc)
- 15. e.g. High Correlation of CTR in Searchmetrics’
- 16. Link Manipulation Slowing – spammy links don’t
- 17. Fewer Spammers are Investing in Link Spam
- 18. Evidence Links Are Still Strong
- 19. Correlation Data – raw link counts and
- 20. Links Haven’t Budged Much in Ranking Correlations
- 21. Links Haven’t Budged Much in Ranking Correlations
- 22. Links Haven’t Budged Much in Ranking Correlations
- 23. Link Experiments – pointing anchor text links
- 24. 1) Three word, informational keyword phrase
- 25. A) We pointed 20 links from 20
- 26. #11 #12 #13 #14 #15 #16 #17
- 27. Repeat the Experiment!
- 28. B) We pointed 20 links from 20
- 29. #11 #12 #13 #14 #15 #16 #17
- 30. More in this Presentation
- 31. Google’s Crackdowns – penalization for bad links
- 32. Google is Clearly Cracking Down on Manipulative Links
- 33. Many Links Are Losing Value, Especially as the Web Grows: Via BuiltVisible’s Blog
- 34. But, Thinking of the Algorithm as a
- 35. What Might Google Do With Links (now, or in the future)
- 36. Combining Signals – links may only be
- 37. We Know Google’s Applied Combinations & Filters
- 38. Multiple Algorithms – Google may be applying
- 39. There’s No Rule Requiring Google to Apply
- 40. Machine/Deep Learning – Links may only be
- 41. Jeff Dean’s Slides on Deep Learning Are a Must Read for SEOs
- 42. Google’s Deep Learning system studied
- 43. Replace YouTube with the Web
- 44. How Should Marketers Respond
- 45. End Purely SEO-Focused Link Building – Invest
- 46. Link from a guest post by Diana on Selfgrowth.com
- 47. Link from a guest post by Geraldine on MarieClaire.
- 48. Run Competitive Analyses that Look Beyond Links
- 49. When we focus on links, we’re sometimes
- 50. Make Link Acquisition a Secondary Activity –
- 51. Google has plenty of types of data
- 52. Test the Power of Links in Your
- 53. If you point links here, do the
- 54. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com bit.ly/randlinks2015
bit.ly/randlinks2015 Get the presentation:
Слайд 4Anecdotal Evidence – several folks in the SEO community have come
forward w/ stories of sites/pages ranking without links.
☁️
☁️
Слайд 5Most of the sources I could find writing publicly about this
aren’t particularly well-known, and the tactics sound sketchy.
Слайд 6Hard to see behind the CTA, but the recommendation is to
“get in group with 20 SEOs and search n click”
Слайд 7The 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 8The 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 10Examples in the SERPs – results where the most linked-to sites/pages
are being outranked by poorly linked-to alternatives.
⎌
⎌
Слайд 11Aha! Since #7 is the most powerful by links, but doesn’t
rank higher, links must be less valuable!
Via Keyword Difficulty
Слайд 13Non-Link Signals on the Rise – results where the most linked-to
sites/pages are being outranked by poorly linked-to alternatives.
✈
✈
Слайд 14Topical 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 15e.g. High Correlation of CTR in Searchmetrics’ Recent Study
Via Searchmetrics’ Ranking
Factors
Click-Through-Rate showed a 0.67 correlation
Слайд 16Link Manipulation Slowing – spammy links don’t seem to be as
powerful or prevalent as they have been in the past.
☠
☠
Слайд 17Fewer 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 19Correlation Data – raw link counts and algorithmic link metrics are
no less correlated with rankings than 5 years ago.
⚖
⚖
Слайд 20Links Haven’t Budged Much in Ranking Correlations
Via Moz’s 2013 Ranking Factors
Study
Backlink metrics hovering in the ~0.29 correlation range
Слайд 21Links Haven’t Budged Much in Ranking Correlations
Via Searchmetrics’ Ranking Factors
Raw backlinks
count at 0.31
Слайд 22Links Haven’t Budged Much in Ranking Correlations
From Mozscape’s January 2015 Update
Linking
Domains count at 0.30
Слайд 23Link Experiments – pointing anchor text links at a page in
the SERPs still has a dramatic, positive, and nearly immediate result.
⚓
⚓
Слайд 24
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 25A) 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 26#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 28B) 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 29#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 31Google’s Crackdowns – penalization for bad links continues unabated, and Google
appears to be more aggressive about them than ever.
✂
✂
Слайд 36Combining Signals – links may only be helping content, pages, or
sites that have passed other algorithmic quality bars.
⚛
⚛
Слайд 37We Know Google’s Applied Combinations & Filters of Data in the
Past (e.g. Hummingbird)
Via SEO By the Sea
Слайд 38Multiple Algorithms – Google may be applying different sets or types
of ranking systems in different niches.
✵
✵
Слайд 39There’s No Rule Requiring Google to Apply the Same Algorithm(s) to
Every Type of Query
Via SEMRush
Слайд 40Machine/Deep Learning – Links may only be used in rankings when
they correlate positively with successful searches.
⛽
⛽
Слайд 42
Google’s Deep Learning system studied YouTube clips and eventually invented its
own classification/concept of “cats”
Слайд 43
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 45End Purely SEO-Focused Link Building – Invest in tactics that serve
multiple marketing purposes AND simultaneously help to earn links
☣
☣
Слайд 48Run Competitive Analyses that Look Beyond Links – seek out non-link
metrics that correspond with high vs. low rankings
☸
☸
Слайд 50Make Link Acquisition a Secondary Activity – First, earn attention &
trust, then find ways to earn the link.
✒
✒
Слайд 51Google 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 52Test 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 53If you point links here, do the rankings go up? How
many links? How powerful do they need to be?
