SEMpdx SearchFest ‘08 | Rand Fishkin Keynote

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SEMpdx SearchFest ‘08 was a total success. If you were there you know what I’m talking about.

SEMpdx SearchFest ‘08 was put on by SEMpdx the premiere Search Engine Marketing Professionals group in Portland.

If this years SearchFest is any indication of how this event is evolving you’d better get in line for your tickets to SEMpdx SearchFest ‘09 now.

Over the next few days I will be giving you a report (well at least my notes) on the sessions I attended.

Rand Fishkin - The Algorithmic Evolution of Search Engines & the Impact on SEO Campaigns

Go back in to the past to find the answers to todays questions

• late 90’s
• poor predictors
• anchor text
• hilltop
• HITS
• Local vs. Global
• Six degrees of Kevin Bacon
• TrustRank
• From Theory to Application
• The Sandbox
• Goodbye Link Farms
• The “Florida” Update
• Reciprocal Links
• Sites with Trusted Links
• Didn’t engage in link exchanges and grew up organically
• Distribution Curve for Spam
• Temporal Link Analysis
• Human Intervention [eval.human(google?).com]
• Data to Track Manipulation
• Vision Based Page Segmentation
• Paid Link Detection

Results?

• Detection gets more powerful
• Searchers happier
• Engines aren’t doing Spam detection
• Predicting what searchers want
• Branded searches
• Predictive technology
• Personalization
• Ranking Fresh Content Quickly

See the thing is…

• There is content analysis
• and user behavior
• More and more vertical inclusion
• Engines want to show the sites with the greatest number of given links

Sites least likely to have spam

The key

Engines rely on links but not every link

• editorial links
• not commercially influenced links
• bizarre link economy
• businesses need links
• those who can give links are unlikely to grant them

Linkerati are very small subset of the web as a whole
Who are the Linkerati? they have preferences cool, humorous, useful, breaking news, interesting, ego-boosting

Blogging, software, gadgets, entrepreneurship and startups, food, celebrity, small business websites

It’s all about backdoor deals

• New Generation of Marketing
• 21st century audience
• content is king
• the Axe effect
• We only insure women

Seth Godin
purple cow

businesses on the web now have 2 audiences to serve
linkerati and customers

Those that serve both audiences best

• apple
• google
• amazon
• wikipedia
• yelp

I told you I was going to give you a report via my notes not that they would be complete in any way.

late,
gary pool

This is a post from Gary Pool’s Search Engine Optimizician&trade blog.

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