Download - 2011 06 OMS Denver Gillian Muessig - Topic Modeling; Writing for Search Bots and Conversions
Topic Modeling
OMS Denver| June, 2011
Writing for People and Search Bots
Gillian MuessigCo-founder and President, SEOmoz
• Topic modeling• Vector space models• SEOmoz’ primary research on
Latent Dirichlet Allocation• Relationship & applications to SEO
Today’s Menu
Search Ranking Factors
Link Signals
LanguageSignals
Topic Modeling
Topic models provide a simple way to analyze large volumes of unlabeled text.
Topic:A cluster of words that frequently occur together.
Topic Modeling
http://neoformix.com/archive.html
• 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
Why Engines Need Topic Modeling
Term & Inverse Documents Frequency
Co-Occurence
Topic Modeling
Content-related signals require the ability to determine INTENT
Rock or baseball?Are you SURE?
If Your Response Is…
Simplistic Term Vector Model
Correlation Is Strong
Correlation Is Strong Standard Deviation
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!
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
Out of the SERPs!
Keyword spamming might improve your LDA score, …but not your rankings
Compare Your Friends
There’s Still Lots of Work to Do
• Correlations are good, but don’t get carried away – we haven’t reversed the algo
• We have built a tool to help grade & improve page content
• YOUR in-field results will tell us whether it can really help improve rankings
The Whole PictureWhat to Write and How to Write It
OMS Denver | June, 2011
How to Build Your Keyword List
OMS Los Angeles June, 2011
Salespeople & Customers
Keyword ResearchGoogle Wonder Wheel
http://www.googlewonderwheel.com/google-wonder-wheel-step-by-step
Keyword ResearchGoogle Wonder Wheel
http://www.googlewonderwheel.com/google-wonder-wheel-step-by-step
Google AdWords Tool
Be Wary ofMatch Type
https://adwords.google.com/select/KeywordToolExternal
Bing AdCenter Excel Plug-In
www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research
Google Trends
Not Very Accurate
Sign In for Y-Axis Numbers
Internal Site Search Stats
Competitive Keyword Research
Restrict queryto competitor’s
domain
Choose the “Best” Words/Phrases to Target
The Long Tail of Keyword Demand
Predict the Effort Required to Rank Well
How to Write It
OMS Denver | June, 2011
The Era of In-Your-Face Marketing Is Officially Over
Now You Know Page Copy Is About More Than Keyword Frequency
Query Deserves Diversity (QDD)
Avoid Duplicate Content / Use Canonicalization
Duplicate Content & Canonicalization
LDA Tool in the Labs
URL input box
Thank You
Gillian MuessigPresident | Co-founder, SEOmoz
OMS Denver | June, 2011
No… REALLY thank-you!
Use code: OMS2011
Try SEOmoz PRO free for 45 days
OMS Denver| June, 2011
