How Search Engines Evaluate the Whole Web
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Dixon Jones became the Marketing Director of the world’s largest link analysis engine, Majestic, in 2009, transforming the SE industry by providing link intelligence on a scale not previously open to the industry.
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How Search Engines Evaluate the Whole Web
- 2. How To Evaluate The Whole Web (Without being Google)
- 3. @tryMajestic Today’s 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
- 4. @tryMajestic The BIG specialist search engine Twitter has 500,000,000 Tweets per day on average In the same day, Majestic crawls over 3,000,000,000 NEW URLs (and sees 7 billion)
- 5. @tryMajestic How We Make Decisions Suggested Reading: “The Chimp Paradox”, Peters. & “Hooked”, Nir.
- 6. @tryMajestic Why Trust Search Engines? A Friend’s Motivation •To not let their friend down by giving an untrustworthy recommendation •To “Look good” in their friend’s eyes •To be Altruistic in their suggestions. The Engine’s Motivation •Site Owners want to sell you something •Search Engines want you to click on an advert OR •Search Engines want you to see results that will make you come back next time.
- 7. @tryMajestic So why do we use a search engine? Logic / Reason Impulse / Emotion • Instant Gratification • We won’t be embarrassed • Our logical brain thinks slowly
- 8. @tryMajestic So why do we Trust a Search Engine? Logic / Reason Impulse / Emotion • It is Often Right & Still Quicker • We Developed a Habit • Engines (L)earnt our Trust
- 9. @tryMajestic How do they do that? • Information Retrieval in the “Zeta” age 1.Data Collection 2.Data Grouping 3.Data Indexing 4.Data Matching
- 10. @tryMajestic Groups Make Search Much Better • Find a Fact • Find a Friend • Find a Customer • Finding Anything Library of Congress circa 1940 Research At: info.majestic.com/groupresearch
- 11. @tryMajestic Why Categorize the Web? • Categorizing into topics prevents spam: • http://maj.to/1yZOdW5 (TrustRank Paper) http://maj.to/1Bb1lHu (Stanford Paper)
- 12. @tryMajestic Categorisation by data type • Country IP/TLD • Image Search • Video Search • Local Listings • Maps • Travel
- 13. @tryMajestic Approaches to defining topics
- 14. @tryMajestic Approaches to defining topics
- 15. @tryMajestic How we categorize the web • Content connects in Groups • Keywords gravitate into Groups
- 16. @tryMajestic We see AND ANALYZE links Topical Trust Flow using decay Algorithm ???
- 17. @tryMajestic 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
- 18. @tryMajestic Convert a score to an easy number Example: Bing.com
- 19. @tryMajestic 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)
- 20. @tryMajestic Use Cases • Already used in Search • Finding Influencers • Credit checking • Comparing different media channels • Link building • Company evaluations
- 21. @tryMajestic Use Case: Search Engines
- 22. @tryMajestic Who is more popular on Twitter? Use case: Finding influencers Lady Gaga? Barack Obama? Trust Flow 74 Trust Flow 70
- 23. @tryMajestic Jon M. Kleinberg, Cornell University 1999 Hub Hub Hub Authority Authority Authority Authority Authority Authority Authority AuthorityAuthority In Penguin, Google Muted the Hubs! Knowledge Graph
- 24. @tryMajestic The Fork in the Road for SEOs Authority Linking: Start measuring the power of every page Vs Chase the entity, over the link
- 25. @tryMajestic At Last Some new(er) research
- 26. @tryMajestic Now we see Google define Authority
- 27. @tryMajestic Wikidata is the new Freebase • Wikipedia Articles create entities • Entities point to other entities • Entities point to each other to create Relationships
- 28. @tryMajestic 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 isn’t connected to defined entities, it isn’t connected
- 29. @tryMajestic 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!
- 30. @tryMajestic Be famous for something!