the future of search: dispersed citation & the idea graph
DESCRIPTION
Search and internet marketing are changing. Learn how you can capitalize by using some simple, current stuff like Google Authorship, and why you need to let go of old tricks.TRANSCRIPT
DISPERSED CITATION, THE IDEA GRAPH AND GOOGLE AUTHORSHIP: THE FUTURE OF SEARCH & SOCIAL
Links: portent.co/mktftr Twitter: @portentint
THE NEXT WEB
Ian Lurie @portentint [email protected]
THESE ARE THE LINKS
Links: portent.co/mktftr
HOW THIS WILL GO H
an
d-w
avy v
isio
ny-n
ess
Where we're atWhat's coming
How to prepareWhy you should
SOME NERDINESS MAY ENSUE
I’M NO GURU
TABLETS? THEY’LL NEVER SUCCEED
ian lurie, 2010
I STICK WITH 3-4 YEARS
WE CAN’T WAIT 10 YEARS
REDUCED CHANCE OF EMBARASSING
MYSELF
WHERE WE’RE AT NOW SEARCH = UTILITY
WHERE WE’RE AT NOW LINKS & WORDS
LINKS & WORDS
YOUR SITETHEIR SITE
YOUR GUEST POST
LINKS & WORDS
YOUR SITE
THEIR SITE
YOUR GUEST POST
NYT 10,000 +1s
@@$!@**&!)!@
GUEST POSTING
GUEST POSTING SUCKS “HOW MANY LINKS DO WE HAVE?”
GREETINGS OF THE DAY!
I AM FRED, SEO COPYWRITER…
BLOG POSTING
BLOG POSTING SUCKS “HOW MANY BLOG POSTS WILL I GET?”
You should definitely go watch a stock
car race. Just bring your umbrella and
your adult diapers.
i am so going to kick your
@ss
WHERE WE’RE AT NOW (NOT PROVIDED)
GOOGLE’S WAY OF SAYING
keyword stuff this.
GOOGLE’S WAY OF SAYING I’M NOT A TINFOIL HAT KINDA GUY
GOOGLE’S WAY OF SAYING
see how cute and helpful we are?
yaaaaaay. pure genius! Get me 1,000 shares
please, so that i may roll around in them
and bask in their glory!
REACTION WHEN YOU EXPLAIN PERSONALIZED SEARCH RESULTS
BOOOOOOOO. outrage! burn them at
the stake! pillage their evil corporate
empires!
REACTION WHEN YOU EXPLAIN HOW GOOGLE GETS PERSONALIZED RESULTS
too late, suckers.
we are outta here
nsa, anyone?
100
0
10
20
30
40
50
60
70
80
90
% 'n
ot
pro
vid
ed
'NOT PROVIDED OVER TIME
(NOT PROVIDED) WILL HIT >90% IN 2014
FUUUUUUUUUUUUUUUU….
RELAX
WHERE WE’RE GOING DISPERSED CITATION
DISPERSED CITATION =PAGERANK FOR REALITY
BUILDS AUTHORITY BASED ON CITATION AROUND THE WEB, LINKS OR NO LINKS. COLLECTS AND REDISTRIBUTES IT.
DISPERSED CITATION
DISPERSED CITATION
GOOGLE +
THE IDEA GRAPH
BUILT AROUND
MEASURED WITH
YOUR SITETHEIR SITE
GUEST POST
NYT 10,000 +1s
GOOGLE+ PROFILE
1: GOOGLE + AND AUTHORSHIP/SCHEMA
‘GOOGLE PLUS’ IS 2 THINGS
A PLATFORM A SOCIAL NETWORK
AS A SOCIAL NETWORK, GOOGLE+ WILL FAIL
whoa, there. if it doesn't send any
traffic, why should i care?
AS A SOCIAL MEDIA PLATFORM, GOOGLE+ WINS BIG
IT INTEGRATES EVERYWHERE
DO NOT RUN. WE ARE YOUR FRIENDS.
ALL MOBILE
I, FOR ONE, WELCOME OUR GOOGLE OVERLORDS.
DO NOT RUN. WE ARE YOUR FRIENDS.
WILL GOOGLE ‘BEAT’ FACEBOOK? NO.
GOOGLE +1s
GOOGLE +1S that list of coolest ice cubes is awesome.
but how do we tell people?
give it a +1
HIGH CORRELATION TO RANKINGS
from moz.com
RESIST THE TEMPTATION
TO SPAM IT
RESIST THE TEMPTATION
TO SPAM IT
THERE’S ONLY ONE PLACE THAT LEADS
IT’S NOT A HAPPY PLACE
CORRELATION ≠ CAUSATION
THIS BOAT DIDN’T SINK BECAUSE IT HAD WINDOWS
STILL…
YOU NEED TO CAPITALIZE
BUILD YOUR SITE TO GET AND GET CREDIT FOR +1S
INCLUDE THE BUTTON
INCLUDE THE BUTTON
MAKE IT STICKY
DON’T MOVE STUFF AROUND
SET UP REL=PUBLISHER
LINK FROM YOUR G+ BRAND PAGE
<A HREF=“YOURGOOGLE+BRANDPAGE” REL=“PUBLISHER”>LINK HERE</A>!
LINK TO YOUR G+ BRAND PAGE
<LINK HREF=“YOURGOOGLE+BRANDPAGE” REL=“PUBLISHER” />!
or
or
NOT A PLUS 1 BADGE!
USE ARTICLE MARKUP PER SCHEMA.ORG
CHECK USING GOOGLE’S STRUCTURED DATA TESTING TOOL
IT AGGREGATES YOUR +1s
GUEST POST
LINKS +1s
REL=PUBLISHER
DISPERSED CITATION
GUEST POST
LINKS +1s
REL=PUBLISHER
ARTICLEARTICLE
GOOGLE+ PROFILE PAGES GOOGLE AUTHORSHIP
ONLY WORKS FOR INDIVIDUALS
YOUR SITE
THEIR SITE
YOUR GUEST POST
NYT 10,000 +1s
@@$!@**&!)!@
GUEST POST
LINKS +1s
AUTHORSHIP
GUEST POST
LINKS +1s
AUTHORSHIP
ARTICLE
GUEST POST
LINKS +1s
AUTHORSHIP
ARTICLEARTICLE
NAME = G+ PROFILE NAME BYLINE
<A HREF=“YOURGOOGLE+PAGE?REL=AUTHOR”>LINK HERE</A>!
LINK TO GOOGLE+ FROM EVERY PAGE…
1 SITE
GOOGLE+ PROFILE
Link from every piece you write
…OR TO A BIO PAGE THAT LINKS TO G+
1 SITE
GOOGLE+ PROFILE
Link from bio page
BIO PAGE
CLICK EDIT
ADD LINK
TEST USING STRUCTURED DATA TESTER
ALL DONE
DISPERSED CITATION
GUEST POST
LINKS
+1s
BRAND
PROFILE
PROFILE
WHY WOULDN’T GOOGLE AGGREGATE OTHER SIGNALS TO GOOGLE+ PROFILES?
GUEST POST
LINKS
+1s
REVIEWVIDEO
TIME IN STORE
BRAND
PROFILE
PROFILE
CAPITALIZE ON DISPERSED CITATION
CAPITALIZE ON DISPERSED CITATION IT’S GOOD ANYWAY
HEEYYYY! YOU BELIEVE IAN? HAVE I GOT A BUSINESS DEAL FOR
YOU!
WHY DISPERSED CITATION WILL STICK AROUND
BASIC RULES OF PRODUCTS/IDEAS THAT LAST
LIZARD BRAIN
good good good good good good good good
HATES BARRIERS TO ENTRY
eeeeek! Humans!!!!
CAT BRAIN
I'M COMFYI'M ANNOYED
PREPROGRAMMED ABILITY TO LEARN/FEEL
TOO MUCH OF THIS REQUIRED? YOU’LL FAIL.
LOW BARRIER TO ENTRY WORK ALONG EXISTING PATHWAYS LONG-TERM SATISFACTION, BUT NOT TOO MUCH LEARNING
TRENDS THAT STICK USUALLY HAVE…
GOOGLE+
LIZARD BRAIN: LOW BARRIER TO ENTRY FOR CONSUMERS
GOT GMAIL? YOU CAN +1
yeah, baby.
CAT BRAIN: WARM TINGLIES
i actually kick puppies
in my dreams
FANCY BRAIN: BUILDING SOMETHING
FANCY BRAIN: ENHANCES USE OF ALL GOOGLE PROPERTIES
BUT DOESN’T REQUIRE MUCH LEARNING
I, FOR ONE, WELCOME OUR GOOGLE OVERLORDS.
DO NOT RUN. WE ARE YOUR FRIENDS.
DISPERSED CITATION
LIZARD BRAIN: 90% OF WHAT GOOGLE NEEDS, THEY HAVE
MAPS TO WHAT PEOPLE DO IN DAY-TO-DAY LIFE
FANCY BRAIN: PASSIVE & AMBIENT
FANCY BRAIN: EASILY EMBEDDED
FANCY BRAIN: EASILY UBIQUITOUS
you're at mcdonalds right now. that's all your points
for the day.
#*!$%&^!@#
@PORTENTINT [email protected]
PORTENT.CO/sigannt
COMMENCE HECKLING
hey, this is your cell
phone. it looks like you're in the bathroom
right now. need anything?
STRONG EVIDENCE GOOGLE’S ALREADY GOING IN THIS DIRECTION
EVIDENCE IT’S ALREADY IN USE
from moz.com
BUT…
…OK, HERE’S MORE
NOW
KNOWLEDGE GRAPH
IN-DEPTH ARTICLES
ALL OF THESE MOVE AWAY FROM LINKS & WORDS
DISPERSED CITATION
WE NEED A NEW WAY TO MEASURE
DISPERSED CITATION
GOOGLE +
THE IDEA GRAPH
BUILT AROUND
MEASURED WITH
DISPERSED CITATION MEASURES IDEAS BASED ON
REAL, IMPLIED RELATIONSHIPS
TELEPATHY NOT REQUIRED
PEOPLE WHO LIKE POSTS BY SAMSUNG ALSO LIKE POSTS BY…
Disneyland
Dr. Pepper
Subway Samsung Mobile
Angry Birds
Cool cars
Subway
people who like both
Samsung
LESS NERDY WAYS TO DO THE SAME THING
SORTA RANDOM
FACEBOOK AD PLANNER
THE IDEA GRAPH CAN DRIVE CONTENT
ANGRY BIRD STRATEGIES FOR SAMSUNG MOBILE USERS
THE IDEA GRAPH CAN DRIVE AD TARGETING
TEST ADS TARGETING THEM
THE IDEA GRAPH CAN DRIVE KEYWORD ANALYSIS
Which phrases do these people like most often?
Disneyland
Dr. Pepper
Subway Samsung Mobile
Angry Birds
What do they care about?
Disneyland
Dr. Pepper
Subway Samsung Mobile
Angry Birds
WHY DO IT?
WHY DO IT?
WHY NOT?!!!
OPTIMIZING FOR DISPERSED CITATION OPTIMIZING FOR SEARCH
=
IDEA GRAPH = GOOD MARKETING
INDEPENDENCE FROM SINGLE-SOURCE DATA
FUTURE-PROOF MARKETING
yesssss.
OTHER PRESENTATIONS I’VE DONE CHECK ‘EM OUT