Topic Modeling OMS Atlanta | July 2011 Writing for People and Search Bots Gillian Muessig Co-founder and President, SEOmoz
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May 13, 2015
Topic Modeling; What to write and how to write it to attract and engage readers, customers, and search bots.
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Topic Modeling
OMS Atlanta | July 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 2009
Search Ranking Factors 2011
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
Deviation is Small Standard Deviation
LDA Tool in the Labs
URL input box
LDA Tool in the Labs
Text input box
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
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!
Causation vs. Correlation
Out of the SERPs!
Keyword spamming might improve your LDA score, …but not your rankings
Don’t
Compare Your FriendsDo
The Whole PictureWhat to Write and How to Write It
OMS Atlanta| July, 2011
How to Build Your Keyword List
OMS Atlanta | July 2011
Salespeople & Customers
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
How Tough Is It to Rank for That?
Choose the “Best” Phrases to Target
The Long Tail of Keyword Demand
The Search Demand Curve
Predict Effort Required to Rank Well
How Tough Is It to Rank for That?
How to Write It
OMS Atlanta | July 2011
The Era of In-Your-Face Marketing Is Officially Over
Page Copy Is About More Than Keyword Frequency
Query Deserves Freshness (QDF)
Query Deserves Diversity (QDD)
Avoid Duplicate Content / Use Canonicalization
Hot Topics
These subjects get picked up faster than articles on latent dirichlet allocation
Money | Health | Family
Infographics
Rules of Engagement
• Focus on the issue• Control the trolls
Thank You
Gillian MuessigPresident | Co-founder, SEOmoz
OMS Atlanta | July, 2011
No… REALLY thank-you!
Use code: OMS2011
Try SEOmoz PRO free for 45 days
OMS Atlanta | July 2011
Moz Tools
OMS Atlanta | July, 2011
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