How To Evaluate The Whole Web(Without being Google)

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Todays Agenda

Why our brains need trusted groups to help make good decisions

Why Computers need trusted groups to be effective search engines

How Search Engines can analyze people and pages and categorize anything and everything on the web

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The BIG specialist search engine

Twitterhas500,000,000Tweetsperdayonaverage

Inthesameday,Majesticcrawlsover3,000,000,000NEWURLs(andsees7billion)

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How We Make Decisions

SuggestedReading:TheChimpParadox,Peters.&Hooked,Nir.

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Why Trust Search Engines?

A Friends MotivationTo not let their friend down by giving an untrustworthy recommendationTo Look good in their friends eyesTo be Altruistic in their suggestions.

The Engines MotivationSite Owners want to sell you somethingSearch Engines want you to click on an advert ORSearch Engines want you to see results that will make you come back next time.

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So why do we use a search engine?

Logic/Reason

Impulse/Emotion

InstantGratification Wewontbeembarrassed Ourlogicalbrainthinksslowly

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So why do we Trust a Search Engine?

Logic/Reason

Impulse/Emotion

ItisOftenRight&StillQuicker WeDevelopedaHabit Engines(L)earnt ourTrust

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How do they do that?

Information Retrieval in the Zeta age

1.Data Collection2.Data Grouping3.Data Indexing4.Data Matching

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Groups Make Search Much Better

Find a Fact Find a Friend Find a Customer Finding Anything

LibraryofCon

gresscirca19

40

ResearchAt:info.majestic.com/groupresearch

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Why Categorize the Web?

Categorizing into topics prevents spam: http://maj.to/1yZOdW5 (TrustRank Paper)

http://maj.to/1Bb1lHu (Stanford Paper)

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Categorisation by data type

Country IP/TLD Image Search Video Search Local Listings Maps Travel

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Approaches to defining topics

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Approaches to defining topics

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How we categorize the web

Content connects in Groups

Keywords gravitate into Groups

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We see AND ANALYZE links

TopicalTrustFlowusingdecayAlgorithm

???

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Works best with Universal Data set

Every signal is small Individually prone to

error or opinion At scale the error

decreases Confidence increases

http://info.majestic.com/universal

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Convert a score to an easy number

Example:Bing.com

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Topical Trust Flow is Very Powerful

More granular than (say) PageRank Updates continually Provides measurable context and influence at scale Page level AND site level tracking 800 topics Can compare all types of online data (People, Pages,

Sites, Images, Plugins)

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Use Cases

Already used in Search Finding Influencers Credit checking Comparing different media channels Link building Company evaluations

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Use Case: Search Engines

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Who is more popular on Twitter?

Use case: Finding influencers

LadyGaga? BarackObama?

Trust Flow

74Trust Flow

70

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Jon M. Kleinberg, Cornell University 1999

Hub

Hub

Hub

Authority

Authority

Authority

Authority

AuthorityAuthority

Authority AuthorityAuthority

In Penguin, Google Muted the Hubs!

KnowledgeGraph

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The Fork in the Road for SEOs

Authority Linking:

Start measuring the power of every page

VsChase the entity, over the link

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At Last Some new(er) research

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Now we see Google define Authority

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Wikidata is the new Freebase

Wikipedia Articles create entities Entities point to other entities Entities point to each other to create

Relationships

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Some Takeaways Ideas connect in groups. Gaining Trust within that group is

the key to success. Topics help Google to connect entities (Majestic interprets

those connections) Your Web Page / Site MAY be an Entity, but is probably

part of larger collections of objects about Topics The more entities cite you as a topic authority, the more

relevant you are for that topic If it isnt connected to defined entities, it isnt connected

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Trust stems from Authority defined at the Entity Level!

Links generate Trust and are about Relationships. Action Point if you want to do SEO

Get the most famous person in the topic to cite you Or or otherwise make a noise Or become connected to the authority Or best be the authority. Be famous for something!

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Be famous for something!