How to measure SEO success
Recently we learned that most SEOs still consider that rankings are a performance indicator, just less of a value than in the past. Or at least according to a recent poll we held. This all begged the question, what ARE the metrics of measuring SEO success?
Well, in short, there is no cookie cutter approach that is going to work in all situations. What follows are some notes that we (Dojo warriors) put together over some forum threads and chat sessions. And the question was….
What benchmarks and key performance indicators are worth watching?
As we made our way through the various potential benchmarks and KPI metrics, it became clear; all is not at it first would seem. Right away you should understand that each website, each business model and market creates new challenges. This is where the art of SEO comes into play. What is a key metric in one situation may be of secondary value on another.
Your guide to creating natural link profiles
Using your keyword research when crafting link profiles is extremely important for both internal and external tagging. Crafting link profiles is all about related diversity. What I mean by that is we want to have a diversified link text collection that is made of up related phrasings and creates a theme in the eyes of a search engine.
A full featured link profile for a given page or website should be diverse in links texts as well as timing of the links. Search engines look for anomalies in these areas and can discount or devalue your links if it believes them to be artificially crafted. I would say the thresholds are likely reasonably high (for major link spammers) but it is still an area of interest and potentially concern.
Beyond the fact that there is the potential for running afoul of the search engines, creating diversity and themes will ultimately create a stronger link profiles and naturally create long-tail traffic opportunities as well.
This article is not aimed at the advanced level reader here folks. I talk to many people that don't even spend a passing thought on the KW/P research - this posting is written to give the reader a foundation - not as an advanced guide. Of course, this being an in-exact science, there could be some gems in here for the ragged SEO warriors as well.
Getting the idea
I have since updated this post with; Link Building Ideas for 2008
No matter how you look at it, links are a very important part of the SEO process. To what degree, varies over the major engines. They each have their own particular flavor as to how they apply weighting and filtering in the treatment of links pointing towards your site, known as Back Links or In-Bound Links.
What’s a link profile? I get asked that question a lot. For the most part I attribute it to the fact that it is not exactly a common everyday SEO term. Even I was ‘turned on’ to it by an industry friend that used it. While I had a strong understanding of the many implications of Link Building Programs, I hadn’t spent a great deal of time in viewing the results in a structured way. Once you can start to understand and quantify the linking factors affecting ones over-all rankings, .
A guide to assessing search patents
Well, what can I say? It just never ends. Oh no my friends start shaking yer heads.. We talk about LSI/Google crap not once, but two and three times. Behavioural data and oh, I dunno, bounce rates a few times? How about the most important one, the Magic Bullet (2010 and 2007 versions). Time and time again, it seems to keep happening; SEOs grasping at straws.
Once upon a time me and a few cohorts wondered about just what levels of flux there were in the Google SERPs. Has personalized search really changed the consistency of rankings? It’s an issue that has been spoken about many times in the search world. We set out to see what was up. After two rounds of research we noticed that this was unlikely to be the case. You can learn more in the post; The SEO guide to Google personalized search
As the world of search has grown to include behavioural and geo-graphic signals, many optimizers began to wonder about the value of ranking reports. The conventional thinking being that if we cannot definitively know the ranking of a given page, how do we valuate it? This is of great importance for those of us providing SEO services
Using concepts for Ad Targeting - Click here for original Patent filing
This patent deals with serving Ads based upon keywords or moreover, topical ‘concepts’ to help and determine ad ‘relevancy’. Yes, here I am once again discussing ‘relevance’ – I hope 2008 brings me a new hobby. This time I am looking ( thanks Bill ) at the Ad serving world. I do feel it is important as many of the concepts relating to establishing meaning or ‘themes’ to content/information/words is much the same in this area is it is in the ‘organic’ search processes.
Ranking documents based on large data sets - Click here for original Patent filing
Hello all…. How are we today? We’re gonna try melting our brains once again with some notes from a June 2007 Google patent that is a thrilling tale of ranking and re-ranking documents… not a good bedtime story unless your tea is real hot. Last time we were looking at establishing relevance with; Learning a probabilistic generative model for text - and this time we will look at some ways of ranking results based upon this model.
Method and apparatus for learning a probabilistic generative model for text - Click here for Original Patent
This is an interesting method that seeks to ‘teach’ the system how to relate various documents, or more appropriately, the TEXT within the documents, from semantics to link nodes. Or as stated at one point – “a system that learns concepts by learning an explanatory model of text”. This is something they have worked on for a while and can been seen in the earlier related patents; Test classification system and method and Method and system for creating improved search queries
Continuing the journey into Phrase Based Optimization
One thing worth mentioning, is that there is limited info relating to personalized search and PaIR. It merely touches the surface of the over-all personalized search methodologies. This means it would merely play a role in the PS engine. There is much more to it and the PaIR model aspects are by no means comprehensive. I simply wanted to give a quick break down as to how a PaIR system would handle PS processes.