2011 07 oms atlanta-gillian-muessig-topic-modeling
DESCRIPTION
Topic Modeling; What to write and how to write it to attract and engage readers, customers, and search bots.TRANSCRIPT
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Topic Modeling
OMS Atlanta | July 2011
Writing for People and Search Bots
Gillian MuessigCo-founder and President, SEOmoz
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• Topic modeling• Vector space models• SEOmoz’ primary research on
Latent Dirichlet Allocation• Relationship & applications to SEO
Today’s Menu
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Search Ranking Factors 2009
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Search Ranking Factors 2011
Link Signals
LanguageSignals
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Topic Modeling
Topic models provide a simple way to analyze large volumes of unlabeled text.
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Topic:A cluster of words that frequently occur together.
Topic Modeling
http://neoformix.com/archive.html
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• Use contextual clues• Connect words w/similar meanings• Distinguish between uses of
words w/multiple meanings.
http://www.stanford.edu/~kaisa/research.html
What Topic Modeling Does
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Why Engines Need Topic Modeling
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Term & Inverse Documents Frequency
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Co-Occurence
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Topic Modeling
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Content-related signals require the ability to determine INTENT
Rock or baseball?Are you SURE?
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If Your Response Is…
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Simplistic Term Vector Model
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Correlation Is Strong
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Deviation is Small Standard Deviation
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LDA Tool in the Labs
URL input box
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LDA Tool in the Labs
Text input box
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It’s Relative
•Don't presume that getting a 15% or a 20% is a terrible result
•Some queries simply won't produce results that fit remarkably well with given topics
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Causation? Not So Fast!
• Are good links are more likely to point more "relevant” pages?
• Do other aspects of Google's algorithm naturally bias toward these results?
• Correlation is NOT causation!
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Causation vs. Correlation
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Out of the SERPs!
Keyword spamming might improve your LDA score, …but not your rankings
Don’t
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Compare Your FriendsDo
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The Whole PictureWhat to Write and How to Write It
OMS Atlanta| July, 2011
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How to Build Your Keyword List
OMS Atlanta | July 2011
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Salespeople & Customers
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Google AdWords Tool
Be Wary ofMatch Type
https://adwords.google.com/select/KeywordToolExternal
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Bing AdCenter Excel Plug-In
www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research
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Google Trends
Not Very Accurate
Sign In for Y-Axis Numbers
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Internal Site Search Stats
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Competitive Keyword Research
Restrict queryto competitor’s
domain
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How Tough Is It to Rank for That?
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Choose the “Best” Phrases to Target
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The Long Tail of Keyword Demand
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The Search Demand Curve
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Predict Effort Required to Rank Well
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How Tough Is It to Rank for That?
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How to Write It
OMS Atlanta | July 2011
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The Era of In-Your-Face Marketing Is Officially Over
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Page Copy Is About More Than Keyword Frequency
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Query Deserves Freshness (QDF)
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Query Deserves Diversity (QDD)
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Avoid Duplicate Content / Use Canonicalization
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Hot Topics
These subjects get picked up faster than articles on latent dirichlet allocation
Money | Health | Family
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Infographics
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Rules of Engagement
• Focus on the issue• Control the trolls
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Thank You
Gillian MuessigPresident | Co-founder, SEOmoz
OMS Atlanta | July, 2011
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No… REALLY thank-you!
Use code: OMS2011
Try SEOmoz PRO free for 45 days
OMS Atlanta | July 2011
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Moz Tools
OMS Atlanta | July, 2011