Big Budget Link Building:

The Brains

Rand Fishkin, CEO & Co-founder, SEOmoz

October 2010

Part I:

Don’t Just Outspend, Outthink

Reverse Engineering the Rankings

in 6 Steps

Step #1:

Assemble the Algorithm’s

Components

Step #2:

Apply to a Single Search

Query

Step #3:

Repeat on the 100s (or 1000s)

of Queries You Care About

http://www.majesticseo.com/support/subscriptions/enterprise-apihttp://www.seomoz.org/api

http://www.backtype.com/developers http://home.zhiwei.li/pagerank/

Use APIs + Rank Checking to Automatically Retrieve Data

Step #4:

Build a Ranking Model for

Your Queries

Simple Version:

http://www.seomoz.org/labs_tools/online-regression/

Linear Predictive Model:

Advanced Version: Machine Learning

http://www.seomoz.org/blog/googles-algorithm-pretty-charts-math-stuff

Step #5:

Create a Scoring System for

Comparative Analysis

The scores should be representative of their weight in the model to give a visual sense of what’s necessary to win top rankings.

Step #6:

Build the Acquisition Plan

It’s Will’s job to show you how

Part II:

Stop Competing. Start Owning.

Why are there Billions of Searches?B

illio

ns o

f Que

ries

How is Demand Created?

via ~diP on Flickr

Inherent Need

via dimnikolov on Flickr

AD-FUELED DEMANDAdvertising $300 Billion

Online Advertising $24 Billion

Search Ads $10.7 BillionVia Interactive Advertising Bureau 2010

You Can Cater to Demand

via lumierefl on Flickr

Or…

You Can Create Demand

A Case Study in

“Making the Market”

DON’T

CALL IT

“SEO.”

2000

2250

2500

2750

3000

3250

Sep-1

0

That’s how you beat Wikipedia & Amazon!

This Presentation

(including the Excel worksheet)

is on the Web at:

www.seomoz.org/dp/london2010