Google Reveals Factors for Ranking Tweets
It’s ok to say “no” to Twitter if that’s your thing. There’s a chance that it just doesn’t fit into your strategy or help you achieve your goals. That’s cool. However, if it is your thing, you may be interested in how Google ranks tweets. That is if search marketing is your thing.
Do you see Twitter as important to an effective search marketing campaign? Share your thoughts here.
Google and Microsoft almost simultaneously announced deals with Twitter a few months back, that would give the companies access to tweets in real-time to fuel their respective search engines’ real-time results. Microsoft immediately launched their version, but it was separate from the regular Bing search engine. Google waited a while, but eventually started incorporating real-time results right into regular Google SERPs (including not only tweets, but various other sources).
After the Twitter deals were announced, Bing came out and said, “If someone has a lot of followers, his/her Tweet may get ranked higher. If a tweet is exactly the same as other Tweets, it will get ranked lower.”
Google was not as vocal about how it would rank tweets and other real-time results, but the company has now shed a bit of light on that via an interview with MIT’s Technology Review. David Talbot interviewed Google “Fellow” Amit Singhal, who has led development of real-time search at the company. According to him, Google also ranks tweets by followers to an extent, but it’s not just about how many followers you get. It’s about how reputable those followers are.
Singhal likens the system to the well-known Google system of link popularity. Getting good links from reputable sources helps your content in Google, so having followers with that some kind of authority theoretically helps your tweets rank in Google’s real-time search.
“One user following another in social media is analogous to one page linking to another on the Web. Both are a form of recommendation,” Singhal says. “As high-quality pages link to another page on the Web, the quality of the linked-to page goes up. Likewise, in social media, as established users follow another user, the quality of the followed user goes up as well.”
But that’s only one factor.
Do you commonly use hashtags in your tweets? If your goal is to rank in Google’s real-time search index, you may want to cut down on that practice, because according to Singhal, that is a big red flag for a lower quality tweet. This seems to be part of Google’s spam control strategy.
Another noteworthy excerpt from the interview:
Another problem: how, if someone is searching for “Obama,” to sift through White House press tweets and thousands of others to find the most timely and topical information. Google scans tweets to find the “signal in the noise,” he says. Such a “signal” might include a new onslaught of tweets and other blogs that mention “Cambridge police” or “Harry Reid” near mentions of “Obama.” By looking out for such signals, Google is able to furnish real-time hits that contain the freshest subject matter even for very common search terms.
Well, we certainly know more about Google’s strategy for tweet ranking now, but there are still plenty of questions about it. What is Google’s stance is on Ghost Tweeting? Are Google’s ranking factors a good reason to create and follow more Twitter lists in hopes for gaining more reputable industry followers?
The factors mentioned aren’t the only ones Google employs. It’s not like Google is going to tell us everything. It also helps to keep in mind that real-time search spans far beyond just tweets. Still, Twitter is clearly a big part of it, and even the significance of tweets themselves will evolve in time.
Google says it hopes to factor in geo-location data (with regards to tweets) into the real-time search results at some point. Google and Twitter engineers frequently collaborate on real-time search, which Google itself says is evolving.
By the way, it stands to reason that Google’s strategy for ranking tweets probably shares similarities for how it ranks content from other sources drawn from for real-time search.
Is ranking in Google’s real-time search important to your strategy? Discuss here.
Linkfromdomain – A Linkbuilding Tip For Use at Bing.com
Posted by willcritchlow
Bing recently came out of beta in the UK and we are seeing the beginnings of the advertising campaign to promote it.
For SEOs, however, there is a more immediate opportunity with Bing than hoping it gathers some market share from Google(*). Linkfromdomain is a search operator that is unique to Bing. It returns the pages that are linked-to from a domain. There are obviously other ways of getting this information in raw form (maybe including Linkscape one day, but certainly including Xenu for mid-sized sites), but for large sites especially, it can be really hard to gather it in any kind of usable form.
The usage of linkfromdomain is to search on Bing for something like:
- linkfromdomain:ox.ac.uk (returns pages linked from the Oxford University site – more on this below)
- linkfromdomain:ox.ac.uk intitle:broadband (filters to broadband in the title)
- linkfromdomain:ox.ac.uk wimax (searches for wimax anywhere on the linked-to page)
The set of results is generally returned in a similar ordering to a regular search query – with a combination of highly relevant and more powerful results first. Unfortunately linkfromdomain does not support searches for sub-domains (even www.) you have do search for linkfromdomain:exampledomain.com.
How do you use this for SEO?
This is a linkbuilding tip post – the idea being two-fold:
- suppose you have a powerful target website (such as an educational institution) and you are seeking ways of getting links from them, this gives you tools for finding techniques, content types and targets for those links (more on this below but it’s very effective for building highly trusted links)
- sometimes the “one-step-removed” linkbuilding model can work superbly well for identifying linkbuilding targets. If I were running a cooking blog (wait, I do – it took superhuman effort not to drop a shameless link there), it might be a good idea to look at something like this as a superb linkbuilding target list
The information contained in the second approach is typically findable through other means (or the targets are likely to appear on your radar in other ways) and there is a lot of searching through chaff to find wheat. I wanted to run through a worked example today to show you how powerful method #1 can be:
Worked example
I had to pick a niche and a target for my worked example. I decided to imagine I was linkbuilding for a technical but not-specifically-web-related company. I’m trying to get links from trusted authoritative domains so I start with big educational institutions.
As some of you may know, I studied at the University of Cambridge (ending with a year at the Statslab). I don’t want them getting link requests from all you lot, so I picked Oxford (**).
I’m pretending my imaginary client works in some area of telecoms and has resources and technical papers on subjects like wimax and spectrum usage.
First up, wimax:
- Start with the linkfromdomain search: http://www.bing.com/search?q=linkfromdomain%3Aox.ac.uk+wimax&go=&form=QBRE&filt=all&qs=n
- Pick out an interesting-looking resource: http://eu.wiley.com/WileyCDA/WileyTitle/productCd-0470510285.html
- Dive over to the labs tools to find ox.ac.uk links to this page: http://www.seomoz.org/labs/backlinks?uri=http://eu.wiley.com/WileyCDA/WileyTitle/productCd-0470510285.html&linktype=page
- This highlights this kind of page: http://www.conted.ox.ac.uk/courses/details.php?id=O08C835H6J
It turns out that conted.ox.ac.uk is a goldmine for linkbuilders. It’s the Continuing Education section of the Oxford University site and seems to be very generous with linking out. I might suggest that my client gives a talk or writes a resource for a CPD course. At the very least, it might be worth creating some content to target this kind of page.
Tip: I find it best to look for links to pages that aren’t homepages because it’s typically easier to find where the link originates from. Bing doesn’t have an effective link: operator meaning that we have to use Yahoo, Linkscape or similar. Because we are then not using the same index, it can be tricky to track down the link found by linkfromdomain.
Another example starting with spectrum auctions – sometimes it’s funny where this kind of research can take you:
- A different linkfromdomain search: http://www.bing.com/search?q=linkfromdomain%3Aox.ac.uk+spectrum+auctions&filt=all&first=11&FORM=PORE
- A different kind of interesting-looking (and, as it happens, off-topic) resource: http://www.independent.co.uk/arts-entertainment/books/reviews/dead-aid-by-dambisa-moyo-1519875.html
- A demonstration of using Yahoo! instead of labs tools to find the source of the link: http://uk.search.yahoo.com/search?p=link%3Ahttp%3A%2F%2Fwww.independent.co.uk%2Farts-entertainment%2Fbooks%2Freviews%2Fdead-aid-by-dambisa-moyo-1519875.html+site%3Aox.ac.uk&ei=UTF-8&fr=moz35
- Leads to a new strategy – find a way to write about this college and drop them a line: http://www.sant.ox.ac.uk/news/media.html
(Incidentally, I found a very similar opportunity on the Cambridge site, but no, I’m not going to tell you about it.)
In an unexpected turn of events, I also found some pretty active blogs writing about my target subject matter on ox.ac.uk URLs. Even I’m not mean enough to fill up those guys’ inboxes with outreach from you lot just because they picked the wrong university.
(*) I don’t know about anyone else, but I am rooting for a more balanced search market (particularly in the UK, where Google has a ~90% market share). I think competition is good for consumers and for businesses.
(**) seriously, we don’t get on (US folks, think of the relationship between Duke and UNC) but I’m not encouraging anyone to spam Oxford University. Really. I’m not. Even though the varsity match is this week.
There are some other great resources on linkfromdomain – I really liked PPC blog’s tip about expired and for sale domains.
Rand has also written about the uses of linkfromdomain for finding spam you are linking to as well as teasing you with the fact that he “gave up” a similar tip to my worked example above at SMX Advanced.
Technorati Tags
linkbuilding, bing, linkfromdomain
Wolfram Alpha Open to Other Bing-Like Conversations
As I’ve noted in the past, Wolfram Alpha, the much-hyped search computation engine that was supposed to be the future of search hasn’t exactly set the world on fire. As of November, Compete data indicates it was receiving under 300 thousand unique visitors in the US. To put that into perspective, Ask.com had over 41 million.
However, that’s not to say that Wolfram Alpha is a failure. Not only is it still quite young, it is a much different animal than the average search engine, as has been discussed anytime Wolfram Alpha comes up in conversation. Those who search for the kind of results Wolfram Alpha offers seem generally impressed.
Microsoft recently launched some new features for its Bing search engine, and among those was the integration of some Wolfram Alpha data. Just like that, it seemed to dawn on the search industry that maybe this thing could indeed play a significant role in the future of search, perhaps not as a standalone engine (it’s hard to get the average searcher to go to WolframAlpha.com), but maybe behind the scenes. Maybe the average person has no idea what Wolfram Alpha is, but if they use Bing, they may be using it anyway, and they may really like those results.
WebProNews recently interviewed Javed Panjwani, the Business Development Executive at Wolfram Alpha:
Among other things, Panjwani says that they look forward to more and more of those “kinds of conversations,” as he talks about the engine’s integration with Bing. We can only speculate, but does this mean they will pursue relationships with other search engines? Google perhaps?
I’m not trying to start any rumors about any possible deals or anything, but Wolfram Alpha’s attitude seems quite open to such a thing. As Google likes to “organize the world’s information,” it’s not hard to imagine them being able to use such a “computation engine.” It could be at least as useful as the real-time results they’re now indexing.
People have no doubt suggested the possibility of such a match-up in the past, particularly after the Bing deal was brought into the public eye. This could be something to keep an eye on. We’ve seen repeatedly now that Google does not want to be upstaged by Bing.
Related Articles:
> Bing Gets a Bunch of New Search Features
> Wolfram Alpha Provides Financial Answers Based on Xignite Info
Bing Launches New Maps with Apps
Microsoft has announced the launch of a new Bing Maps beta, which incorporates Streetside and Photosynth imagery.
“The new Bing Maps experience also features innovative new mapping applications such as Twitter Maps for real-time updates by area and Local Lens featuring hyperlocal, neighborhood content,” a representative for Bing tells WebProNews. There are a number of interesting apps available, which is easily the most interesting part about Bing’s new Maps experience:
It will be quite interesting to see what other kinds of apps become available. There is a lot of potential in that department. Watch this clip (Silverlight) about the new Bing Maps:
Maps aren’t the only area where Bing is doing some new things. Other new features Bing features that will be rolling out over the next few days include:
- A new Bing Windows mobile application featuring improved auto-locate and voice search, available for download at http://www.discoverbing.com/mobile.
- The new Bing toolbar which flags online content and alerts you when you’re about to make a purchase that qualifies for Bing cashback savings, available for download at http://www.discoverbing.com/toolbar.
- A social network Visual Search experience — by integrating Facebook and Twitter feeds, Bing Visual Search allows you to quickly find your status updates of your friends and followers, sort by upcoming birthdays and more. This is coming soon at http://www.bing.com/visualsearch.
The Behind Bing site that Microsoft recently introduced has additional information on Bing’s new features. The site was set up to keep users informed about what Bing is up to.
Related Articles:
> Bing Gets a Bunch of New Search Features
> Yahoo and Microsoft May Be Close to Signing
> Some Bing Users Seeing Latest Posts on Publisher Searches
Retailers Funneling More Money To Bing
Filed under: Search Engine Marketing, Search Engines
Bing has managed to turn retailers’ heads in a big way. After looking at statistics from part of 2008, SearchIgnite reported that retailers spent almost 50 percent more with Microsoft’s search engine this time around, which puts Google and Yahoo partly to shame.
What do you make of Bing’s increasing popularity? Let us know in the comments section.
Or, to be more precise, “Retailers have spent 47% more on search ads on Bing in Q4 this year than during this same time period in 2008,” according to SearchIgnite. “Compared with Google and Yahoo!, Bing also saw better YoY click volume growth.”
Additionally, “[a]verage order values on Bing are 21% higher than across all engines, which could account for the spend growth.”
Impressive, right? It’s only when you sort of step back for a moment that Bing’s achievements look less stunning. That’s because, despite the progress Microsoft has made, exactly 75 percent of advertisers’ dollars went to Google during the first part of this quarter, and 16 percent headed to Yahoo. Bing grabbed just 8 percent.
Still, some headway is better than none, and retailers are demonstrating a lot of confidence in Bing by giving it a try during the all-important holiday season.
Will retailers benefit by paying more attention to Bing? Have your say.
Related Articles:
> Microsoft Takes Users Behind Bing
> Bing Gets A Bunch Of New Search Features
> Some Bing Users Seeing Latest Posts On Publisher Searches