Link Building, Topicality & the Reasonable Surfer
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After Pagerank, Google overlayed this algorithm with the idea of the Reasonable Surfer. This presentation at Pubcon Vegas is all about Topics, links and the reasonable surfer.
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Link Building, Topicality & the Reasonable Surfer
- 1. Link Building,Topicality and the Reasonable Surfer @Dixon_Jones @Dixon_Jones
- 2. Today’s Agenda 25 minutes Look at a proxy logic for a “Reasonable Surfer” Algorithm Look at why the outbound links on your page (to other pages on your site) can have HUGE implications for Semantic SEO and Topics Why Topics are replacing keywords in search Use two new technologies that didn’t exist last year @Dixon_Jones
- 3. LastYear I left you with the PageRank Math… talk@dixonjones.com Subject: “Pagerank” @Dixon_Jones
- 5. Nobody is paying enough attention to outgoing links I ask myself: “How might a computer change the value of each outbound link on a page?What can it measure?” @Dixon_Jones
- 6. Does it learn from Click Data? @Dixon_Jones
- 7. Does it learn from Click Data? @Dixon_Jones
- 8. Not so easy to program at scale… Does it learn from Click Data? @Dixon_Jones
- 10. Not all links are created Equal @Dixon_Jones © @Majestic (Patent Pending)
- 11. • Up Top 40 Segments per page • The Green line is YOUR link • Internal Vs. External • TF & CF • Inbound Outbound Totals • Primary Topic • Language @Dixon_Jones
- 12. Not all links are created Equal © @Majestic (Patent Pending) @Dixon_Jones
- 13. Learn from the best: What is Wikipedia’s page structure?
- 15. How ManyWords do you think this article is? The Entity Disambiguation Lead (Summary) Infobox
- 16. The contents areAFTER the Lead section. There is a LOT of content here @Dixon_Jones
- 18. @Dixon_Jones
- 19. @Dixon_Jones
- 20. What have we found so far? • Links out of a page all carry different weights • Machines cannot easily learn by copying visual cues • More logical to use Structural cues which scale better (Majestic LD is a proxy for this idea) • Anatomy of aWikipedia Article shows outlinks are massive @Dixon_Jones
- 21. So… Is Internal Keyword Spam the next thing?
- 22. WARNING! Wikipedia’s internal outlinks are based on Entities. Do not link internally based on Keywords. This is a hard concept to get one’s head around. Even harder to manage on large websites. But Fear not… @Dixon_Jones
- 24. What entities are in your content? https://cloud.google.com/natural-language/ @Dixon_Jones
- 25. @Dixon_Jones
- 26. @Dixon_Jones
- 27. Sega gets 12 mentions on this page. @Dixon_Jones
- 28. Sega are moving the needle on whatVR means! @Dixon_Jones
- 29. SemanticSEO Is all about scaling this idea on your own site. Connect entities, not words… @Dixon_Jones
- 30. Think of your site as an Entity Database
- 31. @Dixon_Jones
- 32. @Dixon_Jones
- 33. What have we found in Part 2 • Internally linking ideas (not keywords) can be a huge benefit for Google’s Knowledge Graph • Wikipedia suffers heavily from Human Bias, so Google’s KG does too • Tightly themed, content rich sites are easier to build Knowledge Graphs for • Google have a NLP checking tool • Scaling internal links is something Wikipedia does well… you should too! @Dixon_Jones
- 34. Further Reading Balog, K., 2018. Entity-oriented search. SpringerOpen. Cai, D., He, X.,Wen, J.R. and Ma, W.Y., 2004, July. Block-level link analysis. In Proceedings of the 27th annual international ACMSIGIR conference on Research and development in information retrieval (pp. 440-447). ACM. Google’s Reasonable Surfer revisited. Bill Slawski. SEO by the Sea. http://www.seobythesea.com/2016/04/googles-reasonable-surfer-patent- updated/ Link Context and Link Density white paper (Majestic Blog) https://blog.majestic.com/development/link-context/ To get slides: Email talk@dixonjones.com with “Reasonable Surfer” in the title. @Dixon_Jones
Notas del editor
- 25 Minutes talking. Carrie is talking about GMB a lot I think.
- Some things we took away: Really hard to predict as a human the page with the biggest Pagerank. If you build a new site and only used Domain Authority to create links, you could EASILY have got linked from the worst page possible, even if it was from the best domain, because of the INTERNAL LINKS of the other web pages! How on earth are you going to be able to see the strength of a link if that strength depends on the internal links on an entirely different website?!
- But the Pagerank math assumes every outboiund link on a page is valued equally to other links on that page. As humans we know it isn’t true, Google alos knows. Google has been much LESS open about its Reasonable Surfer algorithms than it was about Pagrank.
- How can a machine like Google derive meaning from what appears so random? How might Google be turning all this into machine readable language at scale? Here is one way which Majestic has tried to do this. Before explaining what we are seeing here, I probably need to explain these vizualizations…
- How can a machine like Google derive meaning from what appears so random? How might Google be turning all this into machine readable language at scale? Here is one way which Majestic has tried to do this. Before explaining what we are seeing here, I probably need to explain these vizualizations…
- One of the reasons that Google pays so much attention to Wikipedia is that its structure is SO consistent. (There are a lot of other reasons, but this one is important). Google suggested that Freebase was now Closed, use Wikidata. Wikidata is the structural backbone behind all of the Wikimedia foundation sites. Krisztian Balog has an excellent chapter in his Free to download book on Wkipedia’s page anatomy.
- 27,000 words
- TIGHTLY THEMED All the content on your site talks to and around the subject. There are headline instances of Entities (target pages) … and Edge cases (source and sections on source pages)