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|Topic |Presenter |Summary |Duration|
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|Link Building, Earned Media & Authority|Click Minded\ |This video is from a Marketing Team Training session and covers multiple topics from the Click Minded SEO course.|41:27 |
| |Aaron S. & Jeremy H.| | |
|Authority Metrics | | | |
| | | | |
|Follow vs. NoFollow | | | |
| | | | |
|UGC & Sponsored Attributes | | | |
+---------------------------------------+--------------------+-----------------------------------------------------------------------------------------------------------------+--------+00:00:07.180 --> 00:00:09.368 Talk about Link building,00:00:09.368 --> 00:00:11.556 earned media and authority.00:00:11.560 --> 00:00:14.038 So we've taken care of document relevancy.00:00:14.040 --> 00:00:15.652 We've covered all that.00:00:15.652 --> 00:00:16.458 Link building,00:00:16.460 --> 00:00:19.344 earned media and authority is the next00:00:19.344 --> 00:00:22.640 massive pillar of search engine optimization.00:00:22.640 --> 00:00:26.920 This is also known as off page optimization.00:00:26.920 --> 00:00:28.534 We've given the search engine the00:00:28.534 --> 00:00:29.930 relevant document that it wants.00:00:29.930 --> 00:00:32.354 We've done all of our on page optimization.00:00:32.360 --> 00:00:34.978 Now we have to prove that our00:00:34.978 --> 00:00:37.978 page is more popular than others.00:00:37.980 --> 00:00:40.815 So how does search engines determine the00:00:40.815 --> 00:00:43.917 popularity of a certain piece of content?00:00:43.920 --> 00:00:46.308 Let's look at a cookie recipe00:00:46.308 --> 00:00:47.900 site as an example.00:00:47.900 --> 00:00:50.816 So the first sort of aspect00:00:50.816 --> 00:00:52.760 around authority is quantity.00:00:52.760 --> 00:00:54.040 We have two different websites.00:00:54.040 --> 00:00:55.440 They're exactly the same.00:00:55.440 --> 00:00:57.540 They have exactly the same content,00:00:57.540 --> 00:01:01.392 and one site has more links than the other.00:01:01.400 --> 00:01:03.760 From a pure popularity perspective,00:01:03.760 --> 00:01:06.245 the site with the most links wins,00:01:06.250 --> 00:01:08.570 but that's not all there is to it.00:01:08.570 --> 00:01:09.978 Let's look at authority.00:01:09.978 --> 00:01:11.738 We have two sites again.00:01:11.740 --> 00:01:13.064 They're exactly the same.00:01:13.064 --> 00:01:15.050 They have exactly the same content.00:01:15.050 --> 00:01:17.870 One site has more links,00:01:17.870 --> 00:01:20.156 but it's from a number of very low quality,00:01:20.160 --> 00:01:21.840 low authority websites.00:01:21.840 --> 00:01:24.784 The other site, again exactly the same00:01:24.784 --> 00:01:27.120 site has a smaller number of links,00:01:27.120 --> 00:01:29.230 but it's from much more00:01:29.230 --> 00:01:30.074 authoritative sources.00:01:30.080 --> 00:01:32.040 It's from websites that have a lot00:01:32.040 --> 00:01:34.148 more authority, a lot more trust,00:01:34.148 --> 00:01:35.696 a lot more credibility.00:01:35.700 --> 00:01:38.040 The site with the lower number00:01:38.040 --> 00:01:40.060 of high quality links wins,00:01:40.060 --> 00:01:41.695 but there's a third factor00:01:41.695 --> 00:01:42.943 which is relevance, right?00:01:42.943 --> 00:01:45.580 We have two sites again, exactly the same,00:01:45.580 --> 00:01:47.340 exactly the same content.00:01:47.340 --> 00:01:50.175 One has a large number of links.00:01:50.180 --> 00:01:52.368 Maybe they're lower quality,00:01:52.368 --> 00:01:54.556 but they're extremely relevant.00:01:54.560 --> 00:01:56.640 They're relevancy of these00:01:56.640 --> 00:01:59.240 links is often more important.00:01:59.240 --> 00:02:00.564 You need that relevancy00:02:00.564 --> 00:02:01.888 in your link building.00:02:01.890 --> 00:02:03.698 They can't be completely00:02:03.698 --> 00:02:05.958 unrelated to your own industry.00:02:05.960 --> 00:02:08.096 That site with the highest quantity,00:02:08.100 --> 00:02:13.380 highest authority most relevant links wins.00:02:13.380 --> 00:02:14.721 As a reminder,00:02:14.721 --> 00:02:16.509 authority means different things00:02:16.509 --> 00:02:18.460 to different search engines.00:02:18.460 --> 00:02:20.315 To a typical search engine00:02:20.315 --> 00:02:21.799 authority might be links,00:02:21.800 --> 00:02:23.984 but to YouTube it might be views to00:02:23.984 --> 00:02:26.437 Amazon and might be sales to an App Store.00:02:26.440 --> 00:02:27.860 It might be downloads.00:02:27.860 --> 00:02:29.280 Pinterest might be pins.00:02:29.280 --> 00:02:31.060 Reddit might be uploads.00:02:31.060 --> 00:02:32.840 LinkedIn might be comments.00:02:32.840 --> 00:02:35.020 Maybe Yelp might be reviews.00:02:35.020 --> 00:02:36.358 Do keep all this in mind.00:02:36.360 --> 00:02:38.190 Depending on the search engine00:02:38.190 --> 00:02:39.654 you are optimizing for.00:02:39.660 --> 00:02:40.740 As a reminder,00:02:40.740 --> 00:02:42.180 search engines usually try00:02:42.180 --> 00:02:43.440 and ask themselves 2.00:02:43.440 --> 00:02:45.768 Questions what's best for our users00:02:45.768 --> 00:02:48.310 and what's best for our business?00:02:48.310 --> 00:02:50.326 If you're the answer to one00:02:50.326 --> 00:02:52.510 or both of these questions,00:02:52.510 --> 00:02:53.284 you are relevant,00:02:53.284 --> 00:02:55.090 so do keep that in mind when00:02:55.151 --> 00:02:56.779 you're optimizing your pages.00:02:59.190 --> 00:03:02.417 Alrighty so got some questions for y'all.00:03:02.420 --> 00:03:06.856 Uhm, so when it comes to Google's algorithm?00:03:06.856 --> 00:03:11.470 This is a true and false, true or false.00:03:11.470 --> 00:03:15.117 So. When it comes to Google's algorithm,00:03:15.120 --> 00:03:18.640 the more authoritative a website,00:03:18.640 --> 00:03:20.490 the more valuable it's links.00:03:22.700 --> 00:03:26.066 True. That is correct.00:03:26.066 --> 00:03:28.074 So true or false?00:03:28.080 --> 00:03:29.770 Links from other sites pointing00:03:29.770 --> 00:03:32.175 to your own site can help you00:03:32.175 --> 00:03:33.800 move up in search results.00:03:36.260 --> 00:03:41.220 Through that's correct, that is true. True.00:03:43.470 --> 00:03:49.956 Alright, alright so. Uh, and then.00:03:49.960 --> 00:03:51.738 And this is another true or false.00:03:51.740 --> 00:03:54.764 I want to bring up Google's algorithm again.00:03:54.770 --> 00:03:57.914 So it's better to have links00:03:57.914 --> 00:04:00.637 from several unique sites than00:04:00.637 --> 00:04:03.799 several links from a single site.00:04:03.800 --> 00:04:07.556 True or false? Repeat that again.00:04:07.556 --> 00:04:11.657 It's better to have links from several unique00:04:11.657 --> 00:04:15.649 sites than several links from a single site.00:04:15.650 --> 00:04:19.330 True. That is correct.00:04:19.330 --> 00:04:21.805 Ohm, let's see. Do we have?00:04:21.805 --> 00:04:24.740 Yeah, let me let me do one more for you.00:04:24.740 --> 00:04:28.370 OK so true or false?00:04:28.370 --> 00:04:32.336 Uhm, the more relevant a website.00:04:32.340 --> 00:04:35.080 The more valuable its links.00:04:35.080 --> 00:04:36.900 So one more time,00:04:36.900 --> 00:04:39.175 the more relevant a website,00:04:39.180 --> 00:04:40.970 the more valuable it's links.00:04:43.040 --> 00:04:46.750 True or false? Group.00:04:46.750 --> 00:04:48.898 That is correct. It is true.00:04:48.900 --> 00:04:51.294 Let's move on to the next one.00:04:55.040 --> 00:04:56.856 Alright, so authority metrics.00:04:56.856 --> 00:05:00.239 Let's dive into this one next so we00:05:00.239 --> 00:05:02.543 know that page rank used to be a00:05:02.619 --> 00:05:05.119 very important concept to Google.00:05:05.120 --> 00:05:06.496 It's no longer use,00:05:06.496 --> 00:05:08.560 but this whole premise around links00:05:08.628 --> 00:05:10.818 mattering links being important in00:05:10.818 --> 00:05:13.008 the ranking equation was absolutely00:05:13.076 --> 00:05:14.827 vital to Google growing, right?00:05:14.827 --> 00:05:16.556 So we know that authority is important.00:05:16.560 --> 00:05:19.416 Even if page rank no longer exists,00:05:19.420 --> 00:05:21.412 we know that authority is mainly00:05:21.412 --> 00:05:23.550 determined by links right specifically.00:05:23.550 --> 00:05:27.148 Links on other sites pointing to yours.00:05:27.150 --> 00:05:29.660 That's the basic idea around00:05:29.660 --> 00:05:31.166 what authority is.00:05:31.170 --> 00:05:33.030 So there's a couple of general00:05:33.030 --> 00:05:35.325 rules that you can apply whenever00:05:35.325 --> 00:05:37.305 you're thinking about authority,00:05:37.310 --> 00:05:40.310 and I want to go over them now.00:05:40.310 --> 00:05:43.274 ******** seos are going to debate00:05:43.274 --> 00:05:46.090 the minutia all day forever.00:05:46.090 --> 00:05:48.435 The entire time I've been doing this,00:05:48.440 --> 00:05:50.325 you'll see fighting about this00:05:50.325 --> 00:05:52.210 on message boards and whatever,00:05:52.210 --> 00:05:54.219 however far do you wanna go down?00:05:54.220 --> 00:05:55.830 That down that rabbit hole.00:05:55.830 --> 00:05:58.706 But here are the kind of time tested00:05:58.706 --> 00:06:01.730 ideas that seem to continue to be true,00:06:01.730 --> 00:06:02.012 right?00:06:02.012 --> 00:06:04.268 So let's go over them first and foremost.00:06:04.270 --> 00:06:06.280 More links is generally better00:06:06.280 --> 00:06:07.486 than fewer links.00:06:07.490 --> 00:06:08.955 That should be pretty basic00:06:08.955 --> 00:06:10.127 concept at this point,00:06:10.130 --> 00:06:11.572 but a lot of people think that's00:06:11.572 --> 00:06:12.809 the only thing that matters,00:06:12.810 --> 00:06:14.088 and that is where you can00:06:14.088 --> 00:06:14.940 really run into problems.00:06:14.940 --> 00:06:15.648 That's not true,00:06:15.648 --> 00:06:17.590 but let's just go through all of them,00:06:17.590 --> 00:06:18.925 so more links in general00:06:18.925 --> 00:06:20.260 is better than pure links.00:06:20.260 --> 00:06:22.272 Links from relevant sites00:06:22.272 --> 00:06:24.284 are better than links.00:06:24.290 --> 00:06:25.658 Of irrelevant sites,00:06:25.658 --> 00:06:28.394 so the context is extremely important.00:06:28.400 --> 00:06:30.400 It didn't used to always be the case.00:06:30.400 --> 00:06:32.472 You could generally get away with kind00:06:32.472 --> 00:06:34.319 of spammy irrelevant links in the past,00:06:34.320 --> 00:06:36.609 even on Google.00:06:36.610 --> 00:06:37.858 That that's no longer the case.00:06:37.860 --> 00:06:39.480 Context and relevance is00:06:39.480 --> 00:06:40.695 extremely important now.00:06:40.700 --> 00:06:42.626 High Authority sites in general are00:06:42.626 --> 00:06:44.280 better than low authority sites,00:06:44.280 --> 00:06:44.766 right?00:06:44.766 --> 00:06:48.654 A link from the New York Times or00:06:48.660 --> 00:06:50.748 cdc.gov is much more valuable than00:06:50.748 --> 00:06:52.746 my mom's blogspot blog, right?00:06:52.746 --> 00:06:56.564 One link from many sites is better00:06:56.564 --> 00:06:59.286 than many links from one site, right?00:06:59.286 --> 00:07:01.848 So a larger number of domains linking00:07:01.848 --> 00:07:04.490 to you is better than one domain00:07:04.490 --> 00:07:06.760 linking to you from every page.00:07:06.760 --> 00:07:08.680 Uh, that's a concept called,00:07:08.680 --> 00:07:09.748 uh, you know,00:07:09.748 --> 00:07:12.240 linking root domains or unique root domains.00:07:12.240 --> 00:07:13.856 We'll talk about that a little bit later,00:07:13.860 --> 00:07:14.742 but in general,00:07:14.742 --> 00:07:16.506 you wanna think about these votes00:07:16.506 --> 00:07:18.437 of authority on a domain basis,00:07:18.440 --> 00:07:19.560 not a page basis,00:07:19.560 --> 00:07:20.400 and then finally,00:07:20.400 --> 00:07:22.680 body links are better than site wide links,00:07:22.680 --> 00:07:24.078 so the context and the placement00:07:24.078 --> 00:07:26.060 of the link is extremely important.00:07:26.060 --> 00:07:28.860 Links that are in the body are generally00:07:28.860 --> 00:07:31.341 more valuable than site wide links like00:07:31.341 --> 00:07:33.580 top navigation links in the header,00:07:33.580 --> 00:07:35.476 links in the footer or sidebar,00:07:35.480 --> 00:07:37.426 like a blogroll or something like that.00:07:37.430 --> 00:07:38.810 And you can understand why,00:07:38.810 --> 00:07:39.197 right?00:07:39.197 --> 00:07:40.358 If I, uh,00:07:40.358 --> 00:07:42.680 journalist is writing an article for00:07:42.756 --> 00:07:45.236 a newspaper or reputable magazine,00:07:45.240 --> 00:07:46.374 something like that,00:07:46.374 --> 00:07:48.642 and they have links to things00:07:48.642 --> 00:07:50.029 in that content.00:07:50.030 --> 00:07:51.635 It's much more important to00:07:51.635 --> 00:07:53.240 give credit to those links00:07:53.309 --> 00:07:55.343 than all the crazy people writing00:07:55.343 --> 00:07:57.986 writing comments in the in the in the00:07:57.986 --> 00:07:59.505 comment section down below, right?00:07:59.505 --> 00:08:00.980 So the placement in context00:08:00.980 --> 00:08:02.830 of the link is important.00:08:02.830 --> 00:08:04.245 Body links are generally more00:08:04.245 --> 00:08:06.334 valuable than a site wide links or00:08:06.334 --> 00:08:07.879 navigational links in the header.00:08:07.880 --> 00:08:09.470 Twitter sidebar or something like00:08:09.470 --> 00:08:11.536 that so search engines no longer00:08:11.536 --> 00:08:13.216 publish these authority metrics,00:08:13.220 --> 00:08:16.010 but several third party tools do.00:08:16.010 --> 00:08:17.978 The Google isn't gonna come out and tell00:08:17.978 --> 00:08:20.099 us the page rank of a domain anymore,00:08:20.100 --> 00:08:21.941 but there's a number of third party00:08:21.941 --> 00:08:24.184 tools that we can use that can be00:08:24.184 --> 00:08:25.579 quite helpful with this standard00:08:25.640 --> 00:08:27.200 disclaimer around this stuff.00:08:27.200 --> 00:08:30.098 All third party tools are wrong.00:08:30.100 --> 00:08:32.740 They are all creating up their own metrics.00:08:32.740 --> 00:08:33.925 They're all sort of cooking00:08:33.925 --> 00:08:35.110 these things on their own.00:08:35.110 --> 00:08:37.084 They usually explain how they come to00:08:37.084 --> 00:08:38.650 their conclusions and they're about.00:08:38.650 --> 00:08:40.516 Page or deeper in their settings.00:08:40.520 --> 00:08:41.975 Something like that,00:08:41.975 --> 00:08:43.915 but they're all wrong,00:08:43.920 --> 00:08:45.340 but usually directionally correct,00:08:45.340 --> 00:08:47.700 and that's sort of the point is,00:08:47.700 --> 00:08:49.340 it's not gonna be perfect,00:08:49.340 --> 00:08:51.180 but it's better than guessing.00:08:51.180 --> 00:08:51.984 It's better than nothing,00:08:51.984 --> 00:08:53.928 and so you just kind of need to pick one,00:08:53.930 --> 00:08:55.994 pick the third party tool of your choice.00:08:56.000 --> 00:08:57.494 Don't worry about the methodology too00:08:57.494 --> 00:08:59.580 much if you really want to get into the00:08:59.580 --> 00:09:01.470 weeds and evaluate all the methodologies you,00:09:01.470 --> 00:09:02.144 that's fine.00:09:02.144 --> 00:09:02.818 You can,00:09:02.818 --> 00:09:05.900 but just pick one tool and stick with it.00:09:05.900 --> 00:09:08.108 The only mistake you can make00:09:08.108 --> 00:09:10.220 with this is comparing metrics.00:09:10.220 --> 00:09:11.795 Across platforms, right?00:09:11.795 --> 00:09:14.806 So pick one language, pick one sort00:09:14.806 --> 00:09:16.920 of a yardstick and stick with it.00:09:16.920 --> 00:09:18.255 That's really the only thing00:09:18.255 --> 00:09:19.590 you need to do here.00:09:19.590 --> 00:09:22.749 So you'll see a couple third party tools pop00:09:22.749 --> 00:09:26.014 up here and there with their own metrics.00:09:26.020 --> 00:09:27.586 That sort of are here today,00:09:27.590 --> 00:09:28.224 gone tomorrow.00:09:28.224 --> 00:09:29.809 I don't recommend using these.00:09:29.810 --> 00:09:32.442 There's really 4 reputable tools that I00:09:32.442 --> 00:09:34.809 recommend you look at and that's Moz.00:09:34.810 --> 00:09:35.176 Semrush,00:09:35.176 --> 00:09:37.738 majestic and Atrex and so we are00:09:37.738 --> 00:09:40.455 going to go through those next so00:09:40.455 --> 00:09:42.824 there's a couple of metrics around00:09:42.824 --> 00:09:45.146 these tools that they all use.00:09:45.150 --> 00:09:46.654 Sometimes they use slightly00:09:46.654 --> 00:09:47.406 different wording,00:09:47.410 --> 00:09:48.758 but they're generally all00:09:48.758 --> 00:09:50.106 tracking very similar things.00:09:50.110 --> 00:09:50.896 And then then,00:09:50.896 --> 00:09:53.054 there's a handful of metrics that each one00:09:53.054 --> 00:09:54.958 of these tools has that are proprietary,00:09:54.960 --> 00:09:56.472 so we'll talk quickly about the00:09:56.472 --> 00:09:57.820 metrics that they all share,00:09:57.820 --> 00:09:59.320 and then some of the proprietary00:09:59.320 --> 00:10:00.840 metrics that they created themselves.00:10:00.840 --> 00:10:02.457 So here are some of the metrics00:10:02.457 --> 00:10:03.520 that they all share,00:10:03.520 --> 00:10:04.900 and these can have slightly00:10:04.900 --> 00:10:06.280 different names as I mentioned.00:10:06.280 --> 00:10:07.960 First one is just backlinks.00:10:07.960 --> 00:10:09.406 How many links did we find?00:10:09.410 --> 00:10:10.832 So when these tools they're going00:10:10.832 --> 00:10:12.447 out onto the web they're scraping00:10:12.447 --> 00:10:14.295 the Internet just like Google does,00:10:14.300 --> 00:10:16.358 and they're trying to find as many00:10:16.358 --> 00:10:18.320 backlinks to a page as possible.00:10:18.320 --> 00:10:20.648 Next up is linking root domains.00:10:20.650 --> 00:10:23.179 So this is a more specific cut of backlinks.00:10:23.180 --> 00:10:24.930 This is always going to be less00:10:24.930 --> 00:10:25.430 than backlinks.00:10:25.430 --> 00:10:27.596 Linking root domains are the total00:10:27.596 --> 00:10:29.649 number of domains with at least00:10:29.649 --> 00:10:32.050 one link to that page, right?00:10:32.050 --> 00:10:33.445 So if I'm00:10:33.450 --> 00:10:36.018 website.com and I have 10 pages and every00:10:36.018 --> 00:10:38.444 single one of my 10 pages links to you,00:10:38.450 --> 00:10:39.710 that would be 10 backlinks.00:10:39.710 --> 00:10:41.822 But it would be 1 linking00:10:41.822 --> 00:10:42.878 root domain keywords.00:10:42.880 --> 00:10:44.470 The total number of unique keywords00:10:44.470 --> 00:10:46.190 that that page is ranking for.00:10:46.190 --> 00:10:48.507 So very often these tools are they00:10:48.507 --> 00:10:50.919 have a massive library of keywords.00:10:50.920 --> 00:10:52.132 They're checking the rankings00:10:52.132 --> 00:10:53.344 for every single day.00:10:53.350 --> 00:10:55.464 They're sort of doing a query to00:10:55.464 --> 00:10:57.005 Google checking who's in the top00:10:57.005 --> 00:10:58.789 10 or the top 20 of the top 50,00:10:58.790 --> 00:11:01.650 and they're evaluating every day.00:11:01.650 --> 00:11:04.098 How often a certain URL or certain domain00:11:04.098 --> 00:11:06.834 shows up for those keywords so you can00:11:06.834 --> 00:11:09.249 watch that fluctuate quite a bit over time.00:11:09.250 --> 00:11:11.602 Anchor text is generally the text used00:11:11.602 --> 00:11:14.459 in the links pointing back to that page,00:11:14.460 --> 00:11:15.670 and then new and lost,00:11:15.670 --> 00:11:16.944 and this can vary a little bit,00:11:16.950 --> 00:11:18.903 but the basic premise here is these00:11:18.903 --> 00:11:20.469 sites are scraping the Internet,00:11:20.470 --> 00:11:21.230 they're finding.00:11:21.230 --> 00:11:24.210 Thinks when they, uh, re scrape a page,00:11:24.210 --> 00:11:25.890 if a new link has appeared,00:11:25.890 --> 00:11:28.305 or if a link has dropped off,00:11:28.310 --> 00:11:30.726 they they usually count that in some way.00:11:30.730 --> 00:11:32.140 It's gotten quite popular for these00:11:32.140 --> 00:11:33.882 tools to have a section of their00:11:33.882 --> 00:11:35.388 of their web application to say,00:11:35.390 --> 00:11:36.870 here's all the links you00:11:36.870 --> 00:11:38.350 lost or gained this week.00:11:38.350 --> 00:11:38.850 In general,00:11:38.850 --> 00:11:40.600 all these tools have all these things.00:11:40.600 --> 00:11:41.641 Again, they can.00:11:41.641 --> 00:11:43.723 They can go under different names.00:11:43.730 --> 00:11:44.300 Pulled all,00:11:44.300 --> 00:11:45.725 often have proprietary metrics as00:11:45.725 --> 00:11:47.960 well as we can talk about these next.00:11:47.960 --> 00:11:49.706 So with MOS they have three.00:11:49.710 --> 00:11:51.470 The first is domain authority.00:11:51.470 --> 00:11:53.766 That's the overall authority of the domain.00:11:53.770 --> 00:11:57.118 That's a scale of 1 to 100 page authority.00:11:57.118 --> 00:11:57.502 Overall,00:11:57.502 --> 00:12:00.190 authority of the page scale of 1
00:12:00.267 --> 00:12:02.627 to 100 and then mods rank the mods.00:12:02.630 --> 00:12:04.080 Rank is really just their00:12:04.080 --> 00:12:05.240 version of page rank.00:12:05.240 --> 00:12:07.292 It's on a scale of 1 to 10 and00:12:07.292 --> 00:12:09.115 so you'll see whenever you see00:12:09.115 --> 00:12:11.855 a lot of you see chatter on the00:12:11.855 --> 00:12:13.760 Internet that was about this.00:12:13.760 --> 00:12:16.058 They're matching DA and PA that00:12:16.058 --> 00:12:18.867 what they're referring to is Mas is00:12:18.867 --> 00:12:20.479 proprietary metrics around that.00:12:20.480 --> 00:12:23.936 So how authoritative is this domain?00:12:23.940 --> 00:12:25.760 Kind of inclusive of all the pages00:12:25.760 --> 00:12:27.699 it has and for page authority,00:12:27.700 --> 00:12:29.960 how authoritative is this individual00:12:29.960 --> 00:12:33.019 URL on that scale of 1 to 100?00:12:33.020 --> 00:12:35.621 Next up is SEM rush or SEMRUSH as some00:12:35.621 --> 00:12:38.356 people call it very similar authority score,00:12:38.360 --> 00:12:40.370 authority page score and SEM00:12:40.370 --> 00:12:42.380 Rush ranked so authority score,00:12:42.380 --> 00:12:43.890 overall authority of the domain?00:12:43.890 --> 00:12:46.508 Build 1 to 100 Authority page score.00:12:46.510 --> 00:12:47.206 Same concept.00:12:47.206 --> 00:12:49.294 Overall authority of the page scale00:12:49.294 --> 00:12:51.988 of 1 to 100 and then SEM rush rank.00:12:51.990 --> 00:12:53.286 This is a little bit different.00:12:53.290 --> 00:12:56.206 It's not. It's not mimicking pay.00:12:56.210 --> 00:12:58.758 Drink on a 1 to 10 scale.00:12:58.760 --> 00:13:01.520 It's essentially a bulk ranking00:13:01.520 --> 00:13:04.105 of all sites everywhere, right?00:13:04.105 --> 00:13:06.355 So like you know Google's probably00:13:06.355 --> 00:13:08.346 one and Yahoo's probably 2 and00:13:08.346 --> 00:13:10.200 YouTube's probably 3 all the way00:13:10.258 --> 00:13:12.166 up to something around 50 million.00:13:12.170 --> 00:13:13.900 And so the ER shrank.00:13:13.900 --> 00:13:15.824 Basically saying how, uh,00:13:15.824 --> 00:13:18.229 how authoritative is your site00:13:18.229 --> 00:13:20.100 in the world right?00:13:20.100 --> 00:13:21.510 And and that's that's the way00:13:21.510 --> 00:13:23.060 that they like to look at it.00:13:23.060 --> 00:13:25.496 Next up is majestic similar concepts,00:13:25.500 --> 00:13:27.159 but but slightly different tweaks on it.00:13:27.160 --> 00:13:28.835 So citation flow this is00:13:28.835 --> 00:13:30.175 a little bit different.00:13:30.180 --> 00:13:32.273 Total link volume of the domain or00:13:32.273 --> 00:13:35.151 page on a scale of 1 to 100 and then00:13:35.151 --> 00:13:37.373 trust flow is total link quality of00:13:37.373 --> 00:13:40.745 the domain or page scale of 1 to 100.00:13:40.745 --> 00:13:43.930 So citation flow is really just quantity.00:13:43.930 --> 00:13:46.040 Right, how many total links00:13:46.040 --> 00:13:47.728 did we find right?00:13:47.730 --> 00:13:49.310 And it can give you a good proxy for it.00:13:49.310 --> 00:13:50.957 But if someone's been doing a lot of spamming00:13:50.957 --> 00:13:52.420 or they've been using like automated00:13:52.420 --> 00:13:53.890 link building or something like that,00:13:53.890 --> 00:13:56.410 you want to be able to filter on that00:13:56.410 --> 00:13:58.447 and so that's what trust flows for.00:13:58.450 --> 00:14:00.225 It's basically an evaluation of00:14:00.225 --> 00:14:02.430 the authority of all those links,00:14:02.430 --> 00:14:04.986 so if you wind a site with really high00:14:04.986 --> 00:14:07.206 citation flow and really low trust flow,00:14:07.210 --> 00:14:08.728 it's usually not worth looking at.00:14:08.730 --> 00:14:10.368 Just someone who's got a lot00:14:10.368 --> 00:14:11.487 of blog comments, spam,00:14:11.487 --> 00:14:13.566 or other kind of garbage links that00:14:13.566 --> 00:14:14.949 probably aren't being counted.00:14:14.950 --> 00:14:17.204 Anyways, so slightly different take on it,00:14:17.210 --> 00:14:19.292 but it's basically quantity and quality00:14:19.292 --> 00:14:22.216 of of links and then this newer concept00:14:22.216 --> 00:14:24.800 they have called TTF topical trust flow.00:14:24.800 --> 00:14:26.666 They basically came out with an00:14:26.666 --> 00:14:28.560 authority metric based on the category00:14:28.560 --> 00:14:30.639 based on the category of the domain.00:14:30.640 --> 00:14:32.495 So they have these sort00:14:32.495 --> 00:14:34.148 of topical breakdowns,00:14:34.148 --> 00:14:37.780 travel right fashion retailers.00:14:37.780 --> 00:14:39.796 These kinds of things and they sort of00:14:39.796 --> 00:14:42.412 do a trust flow metric within these00:14:42.412 --> 00:14:44.052 categories that they've created.00:14:44.060 --> 00:14:45.579 That's a scale of 1 to 100.00:14:45.580 --> 00:14:47.799 I haven't had a ton of success00:14:47.799 --> 00:14:49.140 with topical trust flow.00:14:49.140 --> 00:14:50.582 I see a little bit too many00:14:50.582 --> 00:14:51.977 errors in it when I use it.00:14:51.980 --> 00:14:53.400 Citation below and trust flow00:14:53.400 --> 00:14:54.820 in general are very good.00:14:54.820 --> 00:14:55.660 I really do like them.00:14:55.660 --> 00:14:58.138 There are great metric topical trust flow.00:14:58.140 --> 00:15:01.479 I just found too many bugs to use reliably,00:15:01.480 --> 00:15:05.494 but CF and TF are still a very valid00:15:05.494 --> 00:15:07.053 regardless, and finally address.00:15:07.053 --> 00:15:09.279 So we have domain rating Dr.00:15:09.280 --> 00:15:10.390 Overall authority of the domain00:15:10.390 --> 00:15:11.500 scale of 1 to 100.00:15:11.500 --> 00:15:13.258 They should be all sounding very00:15:13.258 --> 00:15:15.868 familiar by now. You are URL rating.00:15:15.868 --> 00:15:16.300 Overall,00:15:16.300 --> 00:15:18.910 authority of the page scale of 1 to 100.00:15:18.910 --> 00:15:21.304 So domain versus page or individual00:15:21.304 --> 00:15:23.370 URL and then HF rank.00:15:23.370 --> 00:15:26.366 So similar to Sam Rush rank HF's00:15:26.366 --> 00:15:28.546 authority rankings of all sites.00:15:28.550 --> 00:15:31.238 Roughly site number one up to type00:15:31.238 --> 00:15:33.249 50 million. Something like that.00:15:33.249 --> 00:15:36.140 It's basically a a rank ordered listing00:15:36.210 --> 00:15:39.170 of the most authoritative sites on the web.00:15:39.170 --> 00:15:40.950 Google's probably one Yahoo's probably00:15:40.950 --> 00:15:43.120 2 YouTube probably 3 your sites,00:15:43.120 --> 00:15:44.780 probably in the thousands or00:15:44.780 --> 00:15:46.440 hundreds of thousands or millions.00:15:46.440 --> 00:15:47.400 Something like that.00:15:47.400 --> 00:15:49.320 So that's sort of their breakdown00:15:49.320 --> 00:15:51.029 how they like to look at it.00:15:51.030 --> 00:15:52.864 Here's an easy way to sort of00:15:52.864 --> 00:15:54.450 get this concept in your head,00:15:54.450 --> 00:15:56.928 assuming 2 pages are similar in content.00:15:56.930 --> 00:15:58.646 Here's how to think about authority.00:15:58.650 --> 00:16:01.066 So 2 pages are very similar in content.00:16:01.070 --> 00:16:03.884 The page with the higher you00:16:03.884 --> 00:16:05.760 are right like URL00:16:05.861 --> 00:16:09.424 rating or URL score or or page00:16:09.424 --> 00:16:12.150 authority score will rank above.00:16:12.150 --> 00:16:15.462 The one that has a lower you are just00:16:15.462 --> 00:16:19.266 using HF sort of tag for this now.00:16:19.266 --> 00:16:21.925 So in general the page authority is00:16:21.925 --> 00:16:24.725 going to be the first determining factor.00:16:24.730 --> 00:16:26.548 If a page is higher authority00:16:26.548 --> 00:16:27.457 than another page,00:16:27.460 --> 00:16:29.637 and they're similar in content in general,00:16:29.640 --> 00:16:31.850 that one's going to higher.00:16:31.850 --> 00:16:34.958 If 2 pages are similar in content00:16:34.958 --> 00:16:37.770 and similar in Page authority,00:16:37.770 --> 00:16:39.290 Domain authority is kind00:16:39.290 --> 00:16:41.190 of like the tie breaker.00:16:41.190 --> 00:16:41.883 Now you're gonna.00:16:41.883 --> 00:16:43.269 But now that I say this,00:16:43.270 --> 00:16:45.134 you're gonna go and check and you're gonna00:16:45.134 --> 00:16:47.176 find tons of examples where this isn't true.00:16:47.180 --> 00:16:48.000 And people are probably gonna00:16:48.000 --> 00:16:48.972 e-mail me and say, well wait,00:16:48.972 --> 00:16:49.440 what about this?00:16:49.440 --> 00:16:50.538 What about that?00:16:50.538 --> 00:16:53.510 There are lots of examples of this not00:16:53.510 --> 00:16:55.622 being true for a number of reasons, right?00:16:55.622 --> 00:16:57.374 The biggest one probably being that00:16:57.374 --> 00:16:59.458 a whole third party tools are wrong,00:16:59.460 --> 00:17:00.408 but directionally correct.00:17:00.408 --> 00:17:02.620 It's just more simple way to get00:17:02.679 --> 00:17:04.449 your head around this right page.00:17:04.450 --> 00:17:06.292 Authority is kind of the first00:17:06.292 --> 00:17:08.143 ranking factor of sort of how00:17:08.143 --> 00:17:10.089 things get place and if sites are00:17:10.089 --> 00:17:12.057 similar in content domain authority,00:17:12.060 --> 00:17:12.756 kind of.00:17:12.756 --> 00:17:14.844 Comes in and and takes over,00:17:14.850 --> 00:17:16.954 so that's a decent way to get your00:17:16.954 --> 00:17:18.690 head around how authority works.00:17:18.690 --> 00:17:20.666 So just looking at HF for this example,00:17:20.670 --> 00:17:22.968 we have the term SEO checklist00:17:22.970 --> 00:17:24.946 pulling up trefs listing.00:17:24.946 --> 00:17:28.530 Here you can see who's ranking there.00:17:28.530 --> 00:17:31.050 You can see the atreves rank,00:17:31.050 --> 00:17:35.388 the Dr and the ur and it's pretty close.00:17:35.390 --> 00:17:38.306 I mean, there's we're ranking three00:17:38.310 --> 00:17:39.836 right now at the time of this,00:17:39.840 --> 00:17:41.885 and it's pretty decent in00:17:41.885 --> 00:17:43.930 terms of how it happened.00:17:43.930 --> 00:17:45.718 So the sites ranking above us,00:17:45.720 --> 00:17:50.480 they have a slightly higher ur right,00:17:50.480 --> 00:17:52.142 the one right above us is00:17:52.142 --> 00:17:53.585 actually addressed by the way00:17:53.585 --> 00:17:55.217 competing with RFS is not easy,00:17:55.220 --> 00:17:56.892 but so the EU are on that page00:17:56.892 --> 00:17:58.638 or the URL rating on that page00:17:58.638 --> 00:18:00.420 is a little bit lower than us,00:18:00.420 --> 00:18:02.155 but their domain authority is00:18:02.155 --> 00:18:03.736 so much higher and so,00:18:03.736 --> 00:18:05.344 so we're a little bit lower00:18:05.344 --> 00:18:06.540 than them right now.00:18:06.540 --> 00:18:08.079 But you can see down below look at this.00:18:08.080 --> 00:18:09.292 I mean click mine.00:18:09.292 --> 00:18:11.483 It has lower domain authority than a00:18:11.483 --> 00:18:13.639 number of these sites were ranking above,00:18:13.640 --> 00:18:14.444 but our page.00:18:14.444 --> 00:18:15.516 Is already pretty high,00:18:15.520 --> 00:18:17.410 and so because that page authority00:18:17.410 --> 00:18:19.159 for that individual URL is high,00:18:19.160 --> 00:18:20.672 we're able to outrank.00:18:20.672 --> 00:18:22.940 In this case square space moths00:18:23.010 --> 00:18:24.900 and a number of other guys.00:18:24.900 --> 00:18:25.976 So it's not perfect,00:18:25.976 --> 00:18:28.336 but it's a decent way to get your00:18:28.336 --> 00:18:30.382 head around this concept if you're00:18:30.382 --> 00:18:32.586 already using one of these tools and00:18:32.586 --> 00:18:34.502 you're happy with it, that's great.00:18:34.502 --> 00:18:36.357 That's fine, stick with it.00:18:36.360 --> 00:18:38.820 It's totally fine to use whatever00:18:38.820 --> 00:18:40.460 you are comfortable with.00:18:40.460 --> 00:18:42.380 If you haven't picked one yet and you00:18:42.380 --> 00:18:44.634 have no idea where to start, I'll just.00:18:44.634 --> 00:18:45.942 Make a recommendation and00:18:45.942 --> 00:18:47.250 I recommend a trefs.00:18:47.250 --> 00:18:49.180 I've used all these tools00:18:49.180 --> 00:18:50.724 before in different capacities.00:18:50.730 --> 00:18:51.394 The best,00:18:51.394 --> 00:18:52.058 most versatile,00:18:52.058 --> 00:18:54.050 all around tool in my opinion00:18:54.115 --> 00:18:56.068 is a Trev. So go ahead and00:18:56.068 --> 00:18:58.090 pick that one if your style.00:18:58.090 --> 00:19:00.240 One final thought on authority00:19:00.240 --> 00:19:03.050 metrics before we close this one out.00:19:03.050 --> 00:19:04.985 So in general, authority metrics00:19:04.985 --> 00:19:07.929 can be applied at the domain level.00:19:07.930 --> 00:19:10.970 The sub domain level or the page level,00:19:10.970 --> 00:19:12.858 and I just want to be really clear00:19:12.858 --> 00:19:14.488 about this because not everyone.00:19:14.490 --> 00:19:15.925 Understand that when they first00:19:15.925 --> 00:19:17.830 sort of hear about this concept,00:19:17.830 --> 00:19:19.776 so everything we just talked about today,00:19:19.780 --> 00:19:21.170 you could apply at many00:19:21.170 --> 00:19:22.560 different levels of the URL.00:19:22.560 --> 00:19:24.468 You have the actual domain, right?00:19:24.468 --> 00:19:26.904 So that's sort of inclusive of every00:19:26.904 --> 00:19:29.545 page on the site you have the sub00:19:29.545 --> 00:19:30.352 domain blog.samplewebsite.com and00:19:30.352 --> 00:19:31.828 you could have an individual page,00:19:31.830 --> 00:19:34.722 so samplewebsite.com/aboutus subdomains00:19:34.722 --> 00:19:37.068 are considered to be separate entities00:19:37.068 --> 00:19:39.243 from the root domain and I want to00:19:39.243 --> 00:19:40.889 point this out because it's a mistake.00:19:40.890 --> 00:19:42.696 A lot of people often make.00:19:42.700 --> 00:19:43.980 This is very important.00:19:43.980 --> 00:19:46.287 So if you have subdomains that you're00:19:46.287 --> 00:19:48.219 using actively out in the wild,00:19:48.220 --> 00:19:50.230 make sure to listen up.00:19:50.230 --> 00:19:51.154 In general,00:19:51.154 --> 00:19:53.926 you want to avoid using subdomains00:19:53.926 --> 00:19:55.290 if you can.00:19:55.290 --> 00:19:57.285 The reason why is because it's kind00:19:57.285 --> 00:19:59.188 of like starting over from scratch.00:19:59.190 --> 00:20:01.062 Something means are viewed by search00:20:01.062 --> 00:20:02.310 engines as separate entities.00:20:02.310 --> 00:20:03.998 Basically a new domain.00:20:03.998 --> 00:20:06.907 But if you're building out content on00:20:06.907 --> 00:20:09.285 both a root domain samplewebsite.com00:20:09.285 --> 00:20:10.866 and blog.samplewebsite.com,00:20:10.866 --> 00:20:12.996 it's like trying to launch00:20:12.996 --> 00:20:15.380 two websites at the same time.00:20:15.380 --> 00:20:17.660 You're splitting your domain authority,00:20:17.660 --> 00:20:19.028 and that's not productive.00:20:19.028 --> 00:20:20.054 That's not helpful.00:20:20.060 --> 00:20:20.879 It's not efficient.00:20:20.879 --> 00:20:22.517 You're spreading out your effort and00:20:22.517 --> 00:20:24.187 your links across multiple domains,00:20:24.190 --> 00:20:26.200 and that's not a good idea.00:20:26.200 --> 00:20:28.500 Sometimes this can't be avoided,00:20:28.500 --> 00:20:30.396 and if it can't, that's fine.00:20:30.400 --> 00:20:32.130 It's more about fixing this00:20:32.130 --> 00:20:33.860 if it can be avoided,00:20:33.860 --> 00:20:35.575 or if you haven't started it yet.00:20:35.580 --> 00:20:38.116 Large SAS web applications,00:20:38.116 --> 00:20:40.018 large enterprise businesses.00:20:40.020 --> 00:20:41.520 They often have this problem.00:20:41.520 --> 00:20:43.740 It's a number of security concerns.00:20:43.740 --> 00:20:46.908 It can be issues with regulation.00:20:46.910 --> 00:20:48.737 And they just sort of have to00:20:48.737 --> 00:20:51.180 do it at both PayPal and Airbnb.00:20:51.180 --> 00:20:52.550 We have this problem right.00:20:52.550 --> 00:20:55.454 PayPal is a very old archaic00:20:55.454 --> 00:20:57.390 web application that helps00:20:57.486 --> 00:20:59.690 people send money online,00:20:59.690 --> 00:21:02.906 but setting up a blog on that web00:21:02.906 --> 00:21:05.106 application introduced a ton of00:21:05.106 --> 00:21:06.870 vulnerability and security issues,00:21:06.870 --> 00:21:07.293 right?00:21:07.293 --> 00:21:07.716 Running,00:21:07.716 --> 00:21:10.254 running a WordPress blog on a00:21:10.254 --> 00:21:12.572 modern web application that handles00:21:12.572 --> 00:21:15.536 money is a terrible idea and so.00:21:15.536 --> 00:21:17.474 The marketing team had to install00:21:17.474 --> 00:21:20.202 a blog on a separate sub domain00:21:20.202 --> 00:21:21.814 because of security concerns,00:21:21.820 --> 00:21:25.520 so it was not the ideal SEO scenario at all.00:21:25.520 --> 00:21:27.536 But our hands were tight actually00:21:27.536 --> 00:21:29.540 the exact same problem at Airbnb.00:21:29.540 --> 00:21:32.240 There was a blog that we wanted to install.00:21:32.240 --> 00:21:34.382 It was more about travel content and00:21:34.382 --> 00:21:36.342 some sort of a marketing programs00:21:36.342 --> 00:21:38.617 and things like that and it was00:21:38.620 --> 00:21:40.534 causing it would have caused a00:21:40.534 --> 00:21:42.628 number of vulnerabilities on the web00:21:42.628 --> 00:21:44.144 application interfering with people's00:21:44.144 --> 00:21:46.149 bookings and things like that so.00:21:46.150 --> 00:21:47.366 It wasn't SEO friendly,00:21:47.366 --> 00:21:49.190 but the needs of the business00:21:49.255 --> 00:21:50.587 and other security concerns00:21:50.587 --> 00:21:52.585 were more important and we did00:21:52.647 --> 00:21:54.429 it as long as it's intentional.00:21:54.430 --> 00:21:55.755 As long as you know, hey,00:21:55.755 --> 00:21:58.391 I'm gonna lose out on this on the SEO00:21:58.391 --> 00:21:59.880 benefit of this and then you do it,00:21:59.880 --> 00:22:02.771 that's fine you if you don't have00:22:02.771 --> 00:22:04.869 any security concerns and you're00:22:04.869 --> 00:22:07.599 just setting up a sub domain just00:22:07.599 --> 00:22:09.647 because it's not a good idea.00:22:09.650 --> 00:22:11.036 So in general you do want00:22:11.036 --> 00:22:12.290 to be mindful of this.00:22:12.290 --> 00:22:13.283 Add click minded.00:22:13.283 --> 00:22:16.060 We have all of our course content which.00:22:16.060 --> 00:22:17.730 Doesn't get indexed in Google,00:22:17.730 --> 00:22:19.854 we don't want it to be indexed in Google.00:22:19.860 --> 00:22:21.316 We have that on the sub domain right?00:22:21.320 --> 00:22:23.742 We don't have any plans to drive00:22:23.742 --> 00:22:25.442 links and authority in traffic00:22:25.442 --> 00:22:27.493 to it and so you can segment00:22:27.493 --> 00:22:29.659 your your traffic out like that.00:22:29.660 --> 00:22:31.739 But the the point here is that00:22:31.739 --> 00:22:33.547 in general you're sort of doing00:22:33.547 --> 00:22:35.535 two things at once when you have00:22:35.605 --> 00:22:38.029 a sub domain in a root domain and00:22:38.029 --> 00:22:39.446 these authority metric concepts00:22:39.446 --> 00:22:41.864 apply at the root domain level.00:22:41.870 --> 00:22:43.604 The sub domain level and the00:22:43.604 --> 00:22:44.760 page level as well.00:22:44.760 --> 00:22:46.560 If you're a small business and you can avoid.00:22:46.560 --> 00:22:47.946 Using a sub domain, do it.00:22:47.950 --> 00:22:49.658 Avoid it if possible.00:22:52.050 --> 00:22:55.650 Extra. Little Ultra that all right?00:22:55.650 --> 00:22:56.670 We can pause right there.00:22:56.670 --> 00:22:58.650 I got a few questions.00:22:58.650 --> 00:23:01.800 OK, so out of the UM.00:23:01.800 --> 00:23:03.684 Authority metric tools that was listed00:23:03.684 --> 00:23:05.995 or that was talked about in the video00:23:05.995 --> 00:23:07.820 and I'll go ahead and list them.00:23:07.820 --> 00:23:11.260 Uh, mas semrush majestic ahrefs.00:23:11.260 --> 00:23:14.025 OK out of those four tools which00:23:14.025 --> 00:23:17.240 is the one that we use commonly?00:23:17.240 --> 00:23:17.900 You're at clarity.00:23:20.320 --> 00:23:23.740 Petra. There you go awesome.00:23:23.740 --> 00:23:28.997 Alrighty, here is a true or false.00:23:29.000 --> 00:23:31.538 The authority from a root domain00:23:31.538 --> 00:23:34.270 is shared by its subdomains.00:23:34.270 --> 00:23:36.082 I'll say that again,00:23:36.082 --> 00:23:38.800 the authority from a root domain00:23:38.893 --> 00:23:41.288 is shared by its subdomains.00:23:41.290 --> 00:23:45.443 Let's say false. That is correct.00:23:45.443 --> 00:23:49.306 That is true that it is false. Alright.00:23:49.306 --> 00:23:54.400 So, uh, let's see I have another one so.00:23:54.400 --> 00:23:57.250 In general, if 2 pages.00:23:57.250 --> 00:24:00.320 Has similar content and authority.00:24:00.320 --> 00:24:02.594 The one with the highest domain00:24:02.594 --> 00:24:04.630 authority will usually rank higher.00:24:04.630 --> 00:24:07.983 I'll repeat in general if 2 pages00:24:07.983 --> 00:24:10.760 have similar content and authority.00:24:10.760 --> 00:24:13.546 The one with the highest domain authority00:24:13.546 --> 00:24:16.255 will usually rank higher true or false.00:24:16.255 --> 00:24:19.479 I'm going to go with true on that one.00:24:19.480 --> 00:24:22.228 And you are correct.00:24:22.230 --> 00:24:23.196 Alright, well that's,00:24:23.196 --> 00:24:24.484 uh, my last question.00:24:24.490 --> 00:24:26.668 We're going to move on to00:24:26.670 --> 00:24:28.198 follow versus no follow.00:24:30.980 --> 00:24:32.814 Alright, so next I wanna talk about00:24:32.814 --> 00:24:35.119 followed and no followed links so you have00:24:35.119 --> 00:24:37.099 all these other search engines you have.00:24:37.100 --> 00:24:39.108 Google entering the game that late 90s and00:24:39.108 --> 00:24:41.177 saying hey we're gonna do this differently.00:24:41.180 --> 00:24:44.001 We wanna rank documents based on their00:24:44.001 --> 00:24:46.160 Lync profile, right? This worked.00:24:46.160 --> 00:24:48.660 Google was more relevant than marketers00:24:48.660 --> 00:24:50.410 and webmasters started to reverse00:24:50.410 --> 00:24:52.786 engineer this and it introduced a lot of00:24:52.786 --> 00:24:54.700 spam so people started to understand.00:24:54.700 --> 00:24:56.850 Hey links have a value.00:24:56.850 --> 00:24:59.705 Let's go get more links and people started.00:24:59.705 --> 00:25:02.312 Polluting the web with spam links, right?00:25:02.312 --> 00:25:04.072 So Google introduced this concept00:25:04.072 --> 00:25:06.404 called No follow and the basic idea00:25:06.404 --> 00:25:08.420 is that you can append an attribute00:25:08.484 --> 00:25:09.870 to a link that says hey,00:25:09.870 --> 00:25:13.620 Google don't count this link.00:25:13.620 --> 00:25:15.780 Now there's a number of content00:25:15.780 --> 00:25:17.296 management system, blogging platforms,00:25:17.296 --> 00:25:19.286 and different tools that sort00:25:19.286 --> 00:25:20.480 of automatically appended.00:25:20.480 --> 00:25:21.605 No follow links.00:25:21.605 --> 00:25:23.480 They want to disincentivize spammy00:25:23.480 --> 00:25:24.512 link building, right?00:25:24.512 --> 00:25:26.486 If you set up a WordPress site00:25:26.486 --> 00:25:28.938 and you can you check the blogging00:25:28.938 --> 00:25:30.758 blogging comment feature to on,00:25:30.760 --> 00:25:32.290 they'll out of the box.00:25:32.290 --> 00:25:34.984 Append no follow links to these00:25:34.984 --> 00:25:36.780 to the comments right?00:25:36.780 --> 00:25:38.355 There's a bunch of sites that do this now,00:25:38.360 --> 00:25:40.412 and the very broadly the the00:25:40.412 --> 00:25:42.780 rule of thumb is like easier.00:25:42.780 --> 00:25:44.280 The link is to get.00:25:44.280 --> 00:25:46.671 The the less it matters, right?00:25:46.671 --> 00:25:48.679 So it's super easy to get a link.00:25:48.680 --> 00:25:51.002 It'll generally be no followed in00:25:51.002 --> 00:25:53.024 Google generally won't respect it now.00:25:53.024 --> 00:25:55.296 That I don't want to say this is00:25:55.296 --> 00:25:57.734 a hard and fast rule because I00:25:57.734 --> 00:26:00.890 have seen multiple examples of00:26:00.890 --> 00:26:02.230 links that are not followed.00:26:02.230 --> 00:26:05.194 Having an impact on like confusing right?00:26:05.194 --> 00:26:05.988 For example,00:26:05.988 --> 00:26:07.576 we could pedia defaults00:26:07.576 --> 00:26:09.230 their links to no follow.00:26:09.230 --> 00:26:12.800 Most Wikipedia links are no followed links,00:26:12.800 --> 00:26:14.348 but there are multiple case studies00:26:14.348 --> 00:26:15.964 that show sites that have absolutely00:26:15.964 --> 00:26:17.554 0 links in their link profile.00:26:17.560 --> 00:26:19.270 They get one Wikipedia link and00:26:19.270 --> 00:26:21.090 they should have in their rank.00:26:21.090 --> 00:26:22.866 This is a tough spot for00:26:22.866 --> 00:26:24.720 Google to be in because.00:26:24.720 --> 00:26:26.856 They wanna be open and straightforward00:26:26.856 --> 00:26:28.280 and honest with webmasters,00:26:28.280 --> 00:26:31.500 but to some degree they can't.00:26:31.500 --> 00:26:32.418 Right like scammers,00:26:32.418 --> 00:26:34.560 are just gonna try and reverse engineer00:26:34.619 --> 00:26:36.275 it immediately and in fact every00:26:36.275 --> 00:26:38.410 time they talk people are trying to00:26:38.410 --> 00:26:40.040 reverse engineer what they're saying.00:26:40.040 --> 00:26:43.064 So the point is this broadly the no00:26:43.064 --> 00:26:45.210 follow attribute generally says OK,00:26:45.210 --> 00:26:46.414 this link doesn't matter.00:26:46.414 --> 00:26:48.220 I've seen a handful of situations00:26:48.271 --> 00:26:49.239 where no file link,00:26:49.240 --> 00:26:51.616 no follow links still pass value.00:26:51.620 --> 00:26:53.167 I just want to bring this up00:26:53.167 --> 00:26:54.600 because you may come across it00:26:54.600 --> 00:26:56.040 as you start to build links.00:26:56.040 --> 00:26:56.724 In general,00:26:56.724 --> 00:26:59.460 you generally want to fire followed links and00:26:59.520 --> 00:27:02.040 you don't want to acquire no follow links.00:27:02.040 --> 00:27:04.056 Those are the basics.00:27:04.056 --> 00:27:04.560 Alrighty,00:27:04.560 --> 00:27:08.504 so got a couple questions for you all.00:27:08.510 --> 00:27:12.115 OK, so here's uh, true or false?00:27:12.120 --> 00:27:16.159 Most Wikipedia links are do follow links.00:27:16.160 --> 00:27:18.932 So I'll repeat that.00:27:18.932 --> 00:27:20.914 Most Wikipedia, there you go.00:27:20.914 --> 00:27:21.996 Yeah, that is, uh,00:27:21.996 --> 00:27:23.454 that is correct.00:27:23.454 --> 00:27:23.940 Uh,00:27:23.940 --> 00:27:28.458 let's see links and blog comments should00:27:28.458 --> 00:27:31.562 be tagged as no follow true or false.00:27:34.930 --> 00:27:37.022 Links and blog comments.00:27:37.022 --> 00:27:40.160 Links and blog comments should be00:27:40.255 --> 00:27:42.669 tagged as no follow. True or false?00:27:45.520 --> 00:27:48.047 If they feel on that as well.00:27:48.050 --> 00:27:49.910 Awesome, awesome, uh, let's see.00:27:52.150 --> 00:27:57.608 So. No follow links.00:27:57.610 --> 00:28:00.198 Don't pass any value.00:28:00.200 --> 00:28:02.009 True or false?00:28:02.010 --> 00:28:04.326 I'll say that. No, go ahead.00:28:04.330 --> 00:28:06.218 I was gonna say it's kind of true.00:28:06.220 --> 00:28:09.020 Like supposed to be true.00:28:09.020 --> 00:28:11.450 We're looking for falls there.00:28:11.450 --> 00:28:12.020 Ohh OK.00:28:16.260 --> 00:28:17.562 I'll be tapping up the friends in00:28:17.562 --> 00:28:20.468 the background, tell me the problem.00:28:20.470 --> 00:28:23.488 Let's dive into this one next.00:28:23.490 --> 00:28:26.508 So UGC or user generated content00:28:26.508 --> 00:28:29.035 and sponsored link attributes are00:28:29.035 --> 00:28:31.615 sort of guidance from Google around00:28:31.615 --> 00:28:34.171 links and the actual implementation00:28:34.171 --> 00:28:37.126 of them isn't that important,00:28:37.130 --> 00:28:39.830 but they they gave us a bunch of clues00:28:39.830 --> 00:28:42.860 about where Google is now in their evolution.00:28:42.860 --> 00:28:44.197 So that's why I want to talk00:28:44.197 --> 00:28:44.770 about this concept.00:28:44.770 --> 00:28:46.770 So let's back up a little bit right.00:28:46.770 --> 00:28:49.810 We know the story of Google and we know that.00:28:49.810 --> 00:28:51.958 Google got its New York rise00:28:51.958 --> 00:28:53.915 because it did something that00:28:53.915 --> 00:28:56.170 other search engines weren't doing,00:28:56.170 --> 00:28:59.334 which is put a value on links.00:28:59.340 --> 00:29:02.860 It very correctly assumed that00:29:02.860 --> 00:29:04.708 links from other sites are like00:29:04.708 --> 00:29:06.839 votes from that site for that site,00:29:06.840 --> 00:29:08.490 and that should be part of00:29:08.490 --> 00:29:09.315 the ranking equation.00:29:09.320 --> 00:29:12.408 This worked until it didn't and then Google00:29:12.408 --> 00:29:14.618 introduced this concept of no follow,00:29:14.620 --> 00:29:16.642 which is basically let's give webmasters00:29:16.642 --> 00:29:19.138 a way to say don't count this.00:29:19.140 --> 00:29:20.646 There's a bunch of bad votes.00:29:20.650 --> 00:29:22.000 Out there, let's give what maps.00:29:27.810 --> 00:29:28.827 Well, it's whoops.00:29:28.827 --> 00:29:31.200 Great way to clean up in hearing00:29:31.269 --> 00:29:33.183 that comment spam and guess we00:29:33.183 --> 00:29:35.260 we just lost like 10 seconds.00:29:35.260 --> 00:29:36.688 We're good OHS sorry.00:29:36.688 --> 00:29:38.473 All kinds of different bands.00:29:38.480 --> 00:29:39.998 Types of spam.00:29:39.998 --> 00:29:43.034 That to say don't count this.00:29:43.040 --> 00:29:45.175 This works for a very long time00:29:45.175 --> 00:29:46.979 and it worked fairly well.00:29:46.980 --> 00:29:49.995 It's a great way to clean up blog comments,00:29:50.000 --> 00:29:52.280 spam and guest book spam.00:29:52.280 --> 00:29:55.268 Remember, guest books and all kinds00:29:55.268 --> 00:29:58.010 of different spams types of spam.00:29:58.010 --> 00:30:01.138 Uh, that that that were a big problem.00:30:01.140 --> 00:30:03.258 You know, in the early 2000s00:30:03.260 --> 00:30:05.120 this worked for very long time.00:30:05.120 --> 00:30:07.364 But now there's many seos that00:30:07.364 --> 00:30:09.474 actually believe that Google is a00:30:09.474 --> 00:30:11.392 Lync graph is a little bit broken.00:30:11.400 --> 00:30:13.888 And it's sort of been built on and00:30:13.888 --> 00:30:16.196 modified and tweaked so much that it's00:30:16.196 --> 00:30:18.808 actually not as good as it used to be.00:30:18.810 --> 00:30:20.735 One of the reasons why is because00:30:20.735 --> 00:30:22.470 many websites have started to know,00:30:22.470 --> 00:30:25.506 follow almost all of their links,00:30:25.510 --> 00:30:27.904 and this has become a massive problem.00:30:27.910 --> 00:30:30.112 So over the years Google has00:30:30.112 --> 00:30:32.650 handed out a number of penalties.00:30:32.650 --> 00:30:35.093 To say it's a very public ranking00:30:35.093 --> 00:30:37.310 penalties where they they sort of say,00:30:37.310 --> 00:30:39.390 hey you did something wrong,00:30:39.390 --> 00:30:40.738 you're penalized for it,00:30:40.738 --> 00:30:42.423 and it's really very real00:30:42.423 --> 00:30:43.800 business implications too.00:30:43.800 --> 00:30:45.264 Sometimes publicly traded companies00:30:45.264 --> 00:30:47.460 and have a huge portion of00:30:47.519 --> 00:30:49.325 their revenue came from SEO and00:30:49.325 --> 00:30:51.256 all kinds of issues with this.00:30:51.256 --> 00:30:53.434 So Google hands out these high00:30:53.434 --> 00:30:55.710 profile SEO penalties and it starts00:30:55.710 --> 00:30:57.930 to rattle a lot of executives,00:30:57.930 --> 00:31:00.450 companies like JCPenney, overstock, rap,00:31:00.450 --> 00:31:02.898 genius for Expedia, and many others.00:31:02.900 --> 00:31:04.190 The range of penalties you can00:31:04.190 --> 00:31:05.489 look into these on your own.00:31:05.490 --> 00:31:07.745 The penalties were all ranged00:31:07.745 --> 00:31:09.098 and were different.00:31:09.100 --> 00:31:10.732 Some people were using third party00:31:10.732 --> 00:31:12.140 agencies that were buying links,00:31:12.140 --> 00:31:13.405 reaching out the Webmaster and00:31:13.405 --> 00:31:15.179 saying we'll pay you for this link.00:31:15.180 --> 00:31:17.994 Others were doing sort of shady00:31:17.994 --> 00:31:20.680 things around private blog networks,00:31:20.680 --> 00:31:22.810 essentially creating and owning 50 to00:31:22.810 --> 00:31:25.000 100 different sites and then pointing00:31:25.000 --> 00:31:27.136 all those links back to themselves.00:31:27.140 --> 00:31:29.010 But in this particular case00:31:29.010 --> 00:31:30.880 there was also problems with00:31:30.953 --> 00:31:32.960 essentially editorial vetting.00:31:32.960 --> 00:31:33.211 Right,00:31:33.211 --> 00:31:35.219 some sites that create a ton of content.00:31:35.220 --> 00:31:36.950 They pay their writers of,00:31:36.950 --> 00:31:37.528 you know,00:31:37.528 --> 00:31:39.551 maybe a dollar amount per word or00:31:39.551 --> 00:31:41.921 dollar amount per article and a lot of00:31:41.921 --> 00:31:43.832 these writers kind of slipped through00:31:43.832 --> 00:31:46.135 the cracks and they were taking money.00:31:46.140 --> 00:31:46.760 You know,00:31:46.760 --> 00:31:48.620 from the side door they were.00:31:48.620 --> 00:31:51.500 They were writing content but also adding00:31:51.500 --> 00:31:54.060 links to their content to the highest bidder.00:31:54.060 --> 00:31:55.236 People would reach out to them and say,00:31:55.240 --> 00:31:55.676 hey,00:31:55.676 --> 00:31:58.171 I'll bring you 5100 two $150,000
00:31:58.171 --> 00:32:00.659 to get my link in there and it00:32:00.659 --> 00:32:02.958 kind of started to break things.00:32:02.960 --> 00:32:03.839 It was just.00:32:03.839 --> 00:32:05.597 It all became a little bit00:32:05.597 --> 00:32:07.488 like we could pay them most,00:32:07.490 --> 00:32:08.870 which isn't what Google wants.00:32:08.870 --> 00:32:10.630 So a lot of these executives can say,00:32:10.630 --> 00:32:13.570 OK, baby out with the bathwater.00:32:13.570 --> 00:32:15.886 Every link should be no followed,00:32:15.890 --> 00:32:17.210 and that was a problem.00:32:17.210 --> 00:32:20.108 So these manual penalties were very brutal.00:32:20.110 --> 00:32:21.710 Some of the executives wanted00:32:21.710 --> 00:32:23.310 to be more risk averse,00:32:23.310 --> 00:32:24.690 and they just said, OK,00:32:24.690 --> 00:32:27.714 add no follow to all of our links.00:32:27.720 --> 00:32:30.474 And this really starts to breakdown00:32:30.474 --> 00:32:33.526 with large scale sites over a long00:32:33.526 --> 00:32:36.179 enough time horizon you can start to00:32:36.267 --> 00:32:39.076 see if every link has no follow it.00:32:39.076 --> 00:32:40.500 It loses its purpose.00:32:40.500 --> 00:32:42.288 It's kind of the the the00:32:42.288 --> 00:32:43.820 point that we're at now,00:32:43.820 --> 00:32:45.969 so this this caused problems at scale.00:32:45.970 --> 00:32:47.906 This has a lot of SEO's have been00:32:47.906 --> 00:32:49.939 saying the rankings are getting worse.00:32:49.940 --> 00:32:51.572 Some people just have a grudge00:32:51.572 --> 00:32:53.272 against Google and they kind of00:32:53.272 --> 00:32:54.934 trash Google whenever they they can.00:32:54.940 --> 00:32:57.670 I I'm still huge Google fanboy and.00:32:57.670 --> 00:32:59.266 Like really do think you know.00:32:59.270 --> 00:33:00.358 Even with some controversy,00:33:00.358 --> 00:33:01.990 is Google doing a lot more00:33:02.040 --> 00:33:03.396 good in the world than bad,00:33:03.400 --> 00:33:06.424 but I think this is a very valid criticism00:33:06.424 --> 00:33:09.158 of Google that a lot of seos have.00:33:09.160 --> 00:33:10.465 Whether or not they're grumpy00:33:10.465 --> 00:33:11.248 with Google constantly,00:33:11.250 --> 00:33:12.576 no matter what or or not,00:33:12.580 --> 00:33:14.578 is that I do believe that the Lync graph00:33:14.578 --> 00:33:16.777 has devolved a little bit and unfortunate,00:33:16.780 --> 00:33:17.938 but it's a tough problem too.00:33:17.940 --> 00:33:19.220 It's a very difficult problem,00:33:19.220 --> 00:33:21.280 so Google many think has00:33:21.280 --> 00:33:22.928 started to lose sight.00:33:22.930 --> 00:33:24.724 A little bit of what's authoritative00:33:24.724 --> 00:33:26.640 and what's not to some degree,00:33:26.640 --> 00:33:28.380 but now they're trying to either.00:33:28.380 --> 00:33:29.610 Backtrack and move forward or00:33:29.610 --> 00:33:30.840 moving in a different direction00:33:30.880 --> 00:33:32.090 and they're not entirely sure.00:33:32.090 --> 00:33:34.088 So in order to combat this,00:33:34.090 --> 00:33:36.690 at least one next step in combating this,00:33:36.690 --> 00:33:39.830 Google announced new attributes, right?00:33:39.830 --> 00:33:41.105 New Lync attributes,00:33:41.105 --> 00:33:43.655 and they are REL UGC and00:33:43.655 --> 00:33:45.910 REL sponsored right UGC,00:33:45.910 --> 00:33:48.035 meaning user generated content and00:33:48.035 --> 00:33:50.810 sponsor being sponsored or paid for Lync,00:33:50.810 --> 00:33:51.944 so we'll just take a look here.00:33:51.950 --> 00:33:53.350 As an example, we have 4 links.00:33:53.350 --> 00:33:54.630 Normal link, no follow Link,00:33:54.630 --> 00:33:55.356 a sponsored link,00:33:55.356 --> 00:33:57.050 and a UGC link and you can00:33:57.111 --> 00:33:58.487 see the difference there.00:33:58.490 --> 00:34:00.740 Getting the actual HTML normal link00:34:00.740 --> 00:34:03.219 to click minicom looks pretty normal,00:34:03.220 --> 00:34:05.398 but in the no follow link we have that00:34:05.398 --> 00:34:07.430 REL equals nofollow and the sponsored00:34:07.430 --> 00:34:09.702 link we have REL sponsored and then00:34:09.702 --> 00:34:12.111 UGC link we have rail UGC and the premise.00:34:12.111 --> 00:34:14.466 Here is we're telling Google00:34:14.466 --> 00:34:17.320 hey this link is no follow.00:34:17.320 --> 00:34:18.280 We don't.00:34:18.280 --> 00:34:20.280 We're not necessarily endorsing it.00:34:20.280 --> 00:34:21.840 Don't give it any authority.00:34:21.840 --> 00:34:23.240 The sponsor link were saying, hey,00:34:23.240 --> 00:34:25.760 we were paid for this link and the UC00:34:25.832 --> 00:34:28.568 link might be like hey this is a someone.00:34:28.570 --> 00:34:29.598 Commenting on my block,00:34:29.598 --> 00:34:31.140 I don't know what it says.00:34:31.140 --> 00:34:32.348 It's user generated content.00:34:32.348 --> 00:34:33.910 Maybe count it, maybe don't.00:34:33.910 --> 00:34:35.535 OK, that's a new attribute.00:34:35.540 --> 00:34:36.320 That's fine,00:34:36.320 --> 00:34:38.270 Google releases new features and00:34:38.270 --> 00:34:39.782 attributes and structured data00:34:39.782 --> 00:34:41.474 and schema markup all the time.00:34:41.480 --> 00:34:43.250 That's actually not the important part,00:34:43.250 --> 00:34:44.930 and it's interesting to hear that00:34:44.930 --> 00:34:46.340 that's not the important part.00:34:46.340 --> 00:34:47.805 The important part is the00:34:47.805 --> 00:34:48.977 guidance that they release.00:34:48.980 --> 00:34:49.889 Along with this,00:34:49.889 --> 00:34:52.010 they came out with new guidance on00:34:52.070 --> 00:34:54.149 the definition of a no follow link,00:34:54.150 --> 00:34:55.734 so we have a link down to their00:34:55.734 --> 00:34:57.158 actual blog post down and the00:34:57.158 --> 00:34:58.622 resources you can read it yourself.00:34:58.630 --> 00:34:59.815 But here's the highlight they00:34:59.815 --> 00:35:01.000 actually said in the post00:35:01.046 --> 00:35:02.336 when no follow was introduced,00:35:02.340 --> 00:35:04.314 Google would not count any Lync00:35:04.314 --> 00:35:06.813 marked this way as a signal to00:35:06.813 --> 00:35:08.663 use within our search algorithms.00:35:08.670 --> 00:35:10.262 This has now changed.00:35:10.262 --> 00:35:13.450 What they're saying is we created no follow.00:35:13.450 --> 00:35:15.290 We followed it religiously.00:35:15.290 --> 00:35:18.545 Now we're changing our our stance on00:35:18.545 --> 00:35:20.620 this Lync attributes sponsored UGC00:35:20.620 --> 00:35:23.647 and no follow are treated as hints00:35:23.647 --> 00:35:26.227 about which links to consider or00:35:26.227 --> 00:35:28.710 exclude within search will use these.00:35:28.710 --> 00:35:29.975 Points along with other signals00:35:29.975 --> 00:35:31.617 as a way to better understand00:35:31.617 --> 00:35:33.237 how to appropriately analyze and00:35:33.237 --> 00:35:34.940 use links within our system.00:35:34.940 --> 00:35:37.299 So what Google is basically saying is00:35:37.300 --> 00:35:39.778 we used to really respect no follow.00:35:39.780 --> 00:35:40.878 That can be debated as well.00:35:40.880 --> 00:35:42.294 We'll talk about that in a moment,00:35:42.300 --> 00:35:45.060 but they're basically saying we used00:35:45.060 --> 00:35:48.400 to use no follow as a directive,00:35:48.400 --> 00:35:51.440 and now we're going to use it as a hint.00:35:51.440 --> 00:35:53.786 So what they're saying is sometimes00:35:53.786 --> 00:35:55.350 no follow links count.00:35:55.350 --> 00:35:56.463 And that's big,00:35:56.463 --> 00:35:58.936 a lot of SEO's were very suspicious00:35:58.936 --> 00:36:01.634 about this and have thought for a long00:36:01.634 --> 00:36:03.727 time that no follow links have counted,00:36:03.730 --> 00:36:06.355 but it's important to hear from Google00:36:06.355 --> 00:36:07.990 at where they actually say this.00:36:07.990 --> 00:36:10.531 They actually come out and very clearly00:36:10.531 --> 00:36:13.328 state that they sometimes count and you00:36:13.328 --> 00:36:15.782 can understand why they're doing this.00:36:15.790 --> 00:36:18.607 Now is they don't want to go back and00:36:18.607 --> 00:36:20.524 say OK so all these sites that are00:36:20.524 --> 00:36:21.991 penalized or all these massive content00:36:21.991 --> 00:36:23.727 sites that have no pull their links00:36:23.727 --> 00:36:25.446 go back and undo it right someone?00:36:25.450 --> 00:36:26.098 They do it.00:36:26.098 --> 00:36:27.586 For some, it's it's.00:36:27.586 --> 00:36:29.170 It's technically expensive.00:36:29.170 --> 00:36:30.829 There's all kinds of of issues there,00:36:30.830 --> 00:36:32.978 but what they're basically saying is.00:36:32.980 --> 00:36:33.272 OK,00:36:33.272 --> 00:36:35.024 now we reserve the right to00:36:35.024 --> 00:36:36.360 actually count those things.00:36:36.360 --> 00:36:38.369 So this is a funny timeline like00:36:38.369 --> 00:36:39.929 when when Google first introduced00:36:39.929 --> 00:36:42.032 no fall in 2005 they said OK,00:36:42.032 --> 00:36:43.885 no follow links don't count and00:36:43.885 --> 00:36:46.720 for like 15 years seos kind of00:36:46.720 --> 00:36:49.218 didn't really believe them right?00:36:49.220 --> 00:36:52.585 Many seos like yeah but I ran this00:36:52.585 --> 00:36:55.350 test and it it sort of did count and00:36:55.350 --> 00:36:57.492 Google consistently said no it doesn't00:36:57.564 --> 00:36:59.839 and then kind of from 2020 forward.00:36:59.840 --> 00:37:01.466 Google's coming out and saying actually00:37:01.466 --> 00:37:03.319 just kidding maybe we'll count them maybe?00:37:03.320 --> 00:37:06.120 So a funny example of this is Wikipedia.00:37:06.120 --> 00:37:09.160 Wikipedia links are no follow,00:37:09.160 --> 00:37:11.220 but there's many case studies00:37:11.220 --> 00:37:13.280 of people creating a site.00:37:13.280 --> 00:37:15.632 They get one link from Wikipedia00:37:15.632 --> 00:37:17.200 and their ranking skyrocket,00:37:17.200 --> 00:37:19.209 and so everyone's been a little bit00:37:19.209 --> 00:37:20.980 suspicious of this for a long time.00:37:20.980 --> 00:37:23.388 It's nice to breathe fresh air to00:37:23.388 --> 00:37:24.930 have Google command categorically00:37:24.930 --> 00:37:27.600 say sometimes we count them right.00:37:27.600 --> 00:37:29.676 Yeah, so many seos thought this,00:37:29.680 --> 00:37:32.148 and Google was denying it when00:37:32.148 --> 00:37:33.140 they officially come out.00:37:33.140 --> 00:37:34.176 It just makes it a little bit.00:37:34.180 --> 00:37:35.620 You're saying, OK, you know.00:37:35.620 --> 00:37:37.672 In general, these rules still apply, no.00:37:37.672 --> 00:37:39.000 Follow in generally means00:37:39.000 --> 00:37:39.996 don't pass authority,00:37:40.000 --> 00:37:41.564 but sometimes Google reserves00:37:41.564 --> 00:37:43.519 the right to count them.00:37:43.520 --> 00:37:45.977 If you have a site like Forbes that has00:37:45.977 --> 00:37:48.258 thousands and thousands and 10s of thousands,00:37:48.260 --> 00:37:49.308 maybe hundreds of thousands00:37:49.308 --> 00:37:50.094 of external links,00:37:50.100 --> 00:37:52.230 and every single one is no00:37:52.230 --> 00:37:53.295 followed by default.00:37:53.300 --> 00:37:54.878 Maybe that's not a good idea.00:37:54.880 --> 00:37:56.320 Maybe you should count00:37:56.320 --> 00:37:58.480 all the links in the body.00:37:58.480 --> 00:38:00.664 Or maybe you should count all the00:38:00.664 --> 00:38:03.024 links in the body copy by authors00:38:03.024 --> 00:38:05.058 that have at least 100 posts.00:38:05.060 --> 00:38:06.548 Or you know, whatever it is,00:38:06.550 --> 00:38:07.518 so they're basically reserving00:38:07.518 --> 00:38:08.970 the rights to change their mind.00:38:08.970 --> 00:38:10.512 So OK, we've gone over that00:38:10.512 --> 00:38:12.041 and now you're saying, OK,00:38:12.041 --> 00:38:15.047 Google has announced these new Lync00:38:15.047 --> 00:38:16.850 attributes. Should we use them?00:38:16.850 --> 00:38:18.150 Should we implement them?00:38:18.150 --> 00:38:18.819 You're like crap.00:38:18.819 --> 00:38:20.157 I didn't even know about this.00:38:20.160 --> 00:38:21.686 Now I have more homework to do.00:38:21.690 --> 00:38:23.104 When do I have to implement this?00:38:23.110 --> 00:38:25.651 If you're a large media site and00:38:25.651 --> 00:38:27.888 you have thousands of pages and00:38:27.888 --> 00:38:30.024 you know tons of user generated?00:38:30.030 --> 00:38:32.294 All kinds of stuff going on and maybe00:38:32.294 --> 00:38:33.519 even relationships with Google.00:38:33.520 --> 00:38:35.193 Or maybe you're you're a media buyer00:38:35.193 --> 00:38:36.788 or seller or things like that.00:38:36.790 --> 00:38:38.908 Maybe you could consider doing this.00:38:38.910 --> 00:38:40.806 Maybe it would make sense to do it.00:38:40.810 --> 00:38:43.960 Maybe there are reasons to do this.00:38:43.960 --> 00:38:46.300 For the vast majority of people,00:38:46.300 --> 00:38:47.620 you shouldn't be doing this.00:38:47.620 --> 00:38:49.300 You should not be adding these00:38:49.300 --> 00:38:50.939 link attributes to your site yet.00:38:50.940 --> 00:38:52.942 If you're not one of these large00:38:52.942 --> 00:38:54.844 media sites that has real skin on00:38:54.844 --> 00:38:57.069 the game and real skin in the game00:38:57.069 --> 00:38:58.794 on user generated content sponsored00:38:58.794 --> 00:39:01.180 links and it's a big part of your business,00:39:01.180 --> 00:39:03.014 maybe there's reason to look into it,00:39:03.020 --> 00:39:04.780 but most people should not00:39:04.780 --> 00:39:05.836 be implementing these.00:39:05.840 --> 00:39:08.504 Wait for the larger players to go first.00:39:08.510 --> 00:39:11.022 One of the reasons why is there's no00:39:11.022 --> 00:39:12.780 obvious benefits to doing this yet.00:39:12.780 --> 00:39:14.166 I've seen a couple people right?00:39:14.170 --> 00:39:16.571 But these updates as the NARC updates00:39:16.571 --> 00:39:18.230 you're being basically snitching.00:39:18.230 --> 00:39:20.966 Hey, this is a paid a paid post, right?00:39:20.966 --> 00:39:23.350 There's no obvious they.00:39:23.350 --> 00:39:24.014 I mean,00:39:24.014 --> 00:39:24.346 they.00:39:24.346 --> 00:39:25.674 They definitely said there's00:39:25.674 --> 00:39:26.940 no ranking increase yet.00:39:26.940 --> 00:39:28.425 It's basically Google asking us00:39:28.425 --> 00:39:30.449 to clean up the Internet for them.00:39:30.450 --> 00:39:31.982 It's basically asking webmasters00:39:31.982 --> 00:39:35.566 to to do a lot of the heavy lifting00:39:35.566 --> 00:39:37.595 for for Google and to better00:39:37.595 --> 00:39:38.570 categorize the Internet.00:39:38.570 --> 00:39:38.790 Now.00:39:38.790 --> 00:39:40.237 Don't get me wrong, I'm actually a00:39:40.237 --> 00:39:42.170 huge fan of a lot of these initiatives.00:39:42.170 --> 00:39:42.899 Google has taken.00:39:42.899 --> 00:39:44.600 Google has made the Internet a lot.00:39:44.600 --> 00:39:46.035 Better Google's trying to make00:39:46.035 --> 00:39:47.086 the web faster, right?00:39:47.086 --> 00:39:48.388 Google's trying to get rid of Stan00:39:48.388 --> 00:39:49.818 in a number of different ways.00:39:49.820 --> 00:39:51.852 There's a lot of like being a good00:39:51.852 --> 00:39:53.505 neighbor kind of stuff that they do00:39:53.505 --> 00:39:55.560 and that I'm a huge fan of and I'm00:39:55.560 --> 00:39:57.450 happy to contribute to if it makes sense.00:39:57.450 --> 00:40:00.110 And and frankly, it's easy if it's quick.00:40:00.110 --> 00:40:01.010 This is not quick.00:40:01.010 --> 00:40:02.713 This is actually going to be technically00:40:02.713 --> 00:40:04.848 very difficult if you're a larger site.00:40:04.850 --> 00:40:06.300 There's a cost to implementing00:40:06.300 --> 00:40:07.170 these new attributes.00:40:07.170 --> 00:40:09.290 There's no obvious benefit to doing it yet.00:40:09.290 --> 00:40:10.460 We don't know how Google's00:40:10.460 --> 00:40:11.630 going to use it yet.00:40:11.630 --> 00:40:13.534 I just I would have a hard time00:40:13.534 --> 00:40:14.900 making this recommendation.00:40:14.900 --> 00:40:17.310 Implementing these attributes with a00:40:17.310 --> 00:40:19.720 straight face because there's just00:40:19.788 --> 00:40:22.294 no serious reason to consider it yet.00:40:22.300 --> 00:40:22.784 In summary,00:40:22.784 --> 00:40:24.720 feel free to look at these attributes if00:40:24.773 --> 00:40:26.780 you really wanna try them out and add them.00:40:26.780 --> 00:40:28.607 You can't. The bigger take away here00:40:28.607 --> 00:40:30.495 is Google came out and said we're00:40:30.495 --> 00:40:32.224 waving the white flag. We surrender.00:40:32.224 --> 00:40:34.246 Sometimes we actually count no follow00:40:34.246 --> 00:40:36.121 links even though we all kind of00:40:36.121 --> 00:40:38.139 knew that for a good long while now.00:40:38.140 --> 00:40:39.765 So my recommendation would be00:40:39.765 --> 00:40:41.874 do not implement the UGC in00:40:41.874 --> 00:40:43.137 sponsored attributes yet,00:40:43.140 --> 00:40:44.985 but it is really nice to know that no.00:40:44.990 --> 00:40:47.930 Follow links do sometimes now count.00:40:50.470 --> 00:40:53.501 All right, I was able to get00:40:53.501 --> 00:40:55.670 one question out of that.00:40:55.670 --> 00:40:58.182 Phil is still down, so I got another00:40:58.182 --> 00:41:02.560 true or false with you, UM, so.00:41:02.560 --> 00:41:04.642 The widespread usage of no follow00:41:04.642 --> 00:41:07.029 links has made it harder for00:41:07.029 --> 00:41:08.889 Google to determine authority,00:41:08.890 --> 00:41:12.490 true or false. True.00:41:12.490 --> 00:41:13.288 That is correct.