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Posted by randfish

Tonight, our 33rd Linkscape update launched. You’ll find new link data in OpenSiteExplorer, the mozBar, Linkscape classic and the Link Intersect Tool.

Post from October with Link Data
E.g. this post from mid-October now has link data in OSE

This update represents data crawled from the middle of October to the start of November – processing was unfortunately delayed by Amazon (weirdly, EC2 didn’t have machines available due to a "pre-holiday rush"). We’re aware of these issues and will be taking precautions to make sure December’s index update goes smoothly.

Stats for this index:

  • 40,605,301,071 (40 Billion) Pages
  • 425,695,258 (425 Million) Subdomains
  • 103,776,906 (103 Million) Root Domains
  • 395,851,127,399 (395 Billion) Links
  • 2.10% of All Links are Nofollowed (up 0.06% from October)
    • 56.99% are internal (down from 57.15% in October
    • 43.01% are external (up from 42.85% in October)
  • 5.88% of pages have rel=canonical (up from 5.42% in October)
  • 62.28 links/page on average (down from 62.35 in October)

I’m also excited to say we’ve got the nascent beginnings of a WordPress Plugin powered by Linkscape now available. There’s just a few features today, but we’d like your help to tell us what would be valuable, useful and interesting to have in the WordPress tool.

Linkscape Plugin for WordPress
Still in alpha stages, but showing links + top pages in the admin panel

This is a very early version, and there may be some bugs, still, but if you have suggestions or feature idaes, please leave them in the comments!

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SEOmoz Daily SEO Blog
Post image for The Google Holiday Update Conspiracy Theory

For the past few years, right before the prime 4th quarter holiday selling period, Google pushes out an update that causes an upheaval in the organic SERP’s. This has lead to talk of there being a Google Holiday Update Conspiracy, with the goals of making SEO look bad to drive up Adwords spending. Is there any truth to these rumors or is is just people upset about rankings loss? Let’s take a deeper look at the issue …

First let me preface this with a little background. When I worked as an in house SEO for a large regional retailer many moons ago we had a policy: no new programming goes live on the website between November 1st and January 1st. That was when the company made its greatest profit and, like any smart business, we didn’t want to “break” the checkout process or have some other programming issue mess things up. Later on, we became concerned about not messing with our search engine rankings as well. We wanted to make sure we had our best foot forward, and this is a sentiment shared by businesses today … including Google.

Google doesn’t really care about your rankings … only you do

Google has the same goals you do, giving their customers (ie users) the best product (the best SERPs) during a time of peak search volume. If more people believe they will get better results, more people will use Google and the advertisers will get more exposure for their ads. Your goal of maintaining your rankings during the holiday period doesn’t play a role in Google’s decision making. Google doesn’t really care about your rankings … only you do. Google just wants to give users the overall best results.

So is this a conspiracy on Google’s part to make SEO’s look bad, or to drive up revenue? I’m going to uncharacteristically disagree with Aaron and Peter and say … No I don’t think the holiday update is designed to shake up SEO or drive up adwords revenue.  Those are just nice side bonuses ;-)

As I said before, Google knows search volume increases right before the holidays, and they want to make sure they are putting out the best product they can (their SERP’s). Your specific website’s ranking or traffic doesn’t play a role in the decision making process. From Google’s perspective, they want to eliminate spam and be as resistant to manipulation as much as possible, so it makes sense that some “bad,” “aggressive,” or “guideline violating” tactics will get negated. The sad fact is that, with any change, there will likely be some collateral damage of “innocent” websites in the short term, but that will get sorted out down the road. I know that’s not much consolation for a business owner who has seen a 90% drop in traffic, but it’s not personal. There’s no shortage of websites to fill the SERP’s. Sometimes the players just get shuffled around.

Google makes its decisions based on what it thinks is best for users … not publishers …

Does Google engineer these changes to occur right before the holidays to drive up ad revenue?  I don’t think so. Google made instant search to give users results quicker and hopefully have a better user experience. The fact that it helped them make millions of extra dollars in revenue is just a bonus. Google makes its decisions based on what it thinks is best for users … not publishers … The sooner you understand that concept the better. From Google’s perspective, Google’s job isn’t to drive traffic for you to your website, Google’s job is to give users the best results. It’s your job to build a brand or create some other unique service offering that makes people look for you … not just for the generic keywords.

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The Google Holiday Update Conspiracy Theory

Michael Gray – Graywolf’s SEO Blog

Posted by randfish

As many of you likely noticed, Linkscape updated its index on Thursday night. New data is now available in the SEOmoz Firefox and Google Chrome toolbars, Open Site Explorer, the classic Linkscape tool and many of our other SEO tools.

This update was, sadly, just over 2 weeks off schedule, primarily due to some hardware failures at Amazon’s EC2 where we run processing on our large link graph to produce the metrics and views for the API.  Although we’ve encountered issues like this in the past, this was one of the larger failures and meant processing had to be restarted several times to update the index. You might be able to read more about the technical details in the near future on our nascent and geektacular Dev Blog.

Index Stats

  • Pages: 41,219,038,886 (41 Billion)
  • Subdomains: 436,693,488 (436 Million)
  • Root Domains: 99,649,652 (99 Million)
  • Links: 402,521,240,277 (402 Billion)

 I made some graphs showing a few interesting trends over the past few months in the web’s adoption/use of certain protocols.

Nofollow Usage over Time

The chart above shows how using rel=nofollow on internal links is slowly becoming less popular (though it’s still a majority of use).

Rel=Canonical Use Over Time

This chart’s telling us that rel canonical use has barely grown from June to October (as a percent). In this index, 5.42% of the pages we saw used rel=canonical tags. The datapoint from May (when rel=canonical was on 5.50% of pages we saw) is curious, but I suspect it has more to do with which pages we were choosing to crawl and index vs. an actual shift in usage. It’s a good reminder, though, that unless we see large, sustained shifts across indices comprised of relatively similar URLs, we shouldn’t jump to conclusions. 

The next scheduled update for Linkscape is Nov. 12th (see the Linkscape Calendar page on our API Wiki) and we hope to be in much better shape with hitting that deadline.

Linkscape is also undergoing some serious upgrades over the next 3 months. With our web app launched (and regular upgrades on track), 4 of our 10 engineering folks (Phil, Chas, Bryce & Ben) are going to be working to make Linkscape fresher, faster, more comprehensive and higher quality by January. Expect to see some incremental improvements between now and then, which we’ll report here on the blog.

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SEOmoz Daily SEO Blog

Posted by randfish

Ugh… Part of me just wants to link to this old blog post and leave it at that.

But, since there’s actually a bit of data to share helping to show that (at least so far) Google Instant changes less than your average algorithmic rankings update, let’s share.

880,000 Search Visits Analyzed

Conductor released some nice research from anonymized data of sites on their software platform making a compelling case:

Search Term Keyword Length for Visits Post-Google-Instant
If Conductor keeps putting out this kind of stuff, they’ll be a "must-read" in no time

Hmm… Looks pretty darn similar to me. A tiny increase in 4, 5 and 6 word phrases would seem to go against many of the prognostications and fears that this move would decimate the long tail (though, to be fair, plenty of savvier search folks predicted a slight increase as Google’s "Suggest" function would be more obvious/visible to searchers and push them to perform more specific queries).

Google Search Traffic for SEOmoz & Open Site Explorer 

While I don’t have as much data to share as Conductor, I can show you some tidbits from SEOmoz.

Here’s SEOmoz.org’s traffic from Google in the past week compared to the week prior:

SEOmoz.org's Traffic Pre-and-Post Google Instant


And here’s a similar look at OpenSiteExplorer’s Google traffic:


OpenSiteExplorer Traffic Pre-and-Post Google Instant


There’s a suspiciously small amount of change in the keyword demand, and although these are certainly un-representative of the broader web, we can be relatively confident that lots and lots of folks in our industry, performing queries that might lead them to these two sites, have awareness of and are using Google Instant.

One change that did catch my eye (thanks to some Tweets on the topic) is that Google’s Suggest itself seems to have changed a bit:

Querying for SEOmoz in Google Instant

Hard to complain about that :-)

Other Sources Worth Reading on the Topic

I was a bit dismayed to see so many in the SEO field taking this as a serious threat or even touting the massive "changes" that would be coming soon to SEO best practices or even search query demand. We’re usually pretty good about shrugging off Google’s pressbait around technical changes that don’t have much of an impact, but this one seemed to have more legs than usual.

That said, there are a few pieces I think warrant a read-through (or at least, knowledge of):

Very much looking forward to the discussion, but I’m leaving for Social Media Week Milan and will be hard pressed to contribute at normal levels until my return next week. Until then – Buona notte!

p.s. If you have data to share on how Instant has or hasn’t impacted your traffic-driving queries, that would be awesome. If you blog/upload it, we’ll be happy to update the post with links.

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SEOmoz Daily SEO Blog

Posted by randfish

Today I’m happy to announce that we’ve just updated Linkscape’s web index (which also powers Open Site Explorer and the metrics via the mozBar) with fresh link data. You should see some bright shiny links we’ve found from late July to early August in this index (e.g. our own Beginner’s Guide now has lots of interesting link information). We also have some cool updates to the API, new partnerships and more, all covered below.

50% Improvement to Domain Authority

You may recall when we produced our correlation research this Spring, we showed that while Page Authority was substantively better than any other metric for an individual page’s importance, Domain Authority was much rougher (and only slightly better than homepage toolbar PageRank, i.e. pretty bad). We’ve been hard at work improving our models, adding data sources and writing code to help and this index is our first to feature an improved Domain Authority.

Thus, you’ll generally find that sites that perform better in Google’s rankings will have higher DA, while those that don’t do tremendously well are much lower. We also noted that a lot of the "bunching" of DA scores in the 60-65 range is now considerably better, with a lot more even distribution for "mid-performing" domains between 35-55.

Domain Authority Correlation
This chart from April, if re-done today, should show ~50% better correlation for Domain Authority to Google rankings (sorry I didn’t have time to make an updated chart)

We plan to keep improving and hope to have even better numbers and overall index improvements by the end of the year. You can see more in this video on How We Calculate Page & Domain Authority.

New Partnerships

Many of you may have already seen the news that Linkscape data (via our API) is now integrated in Brightedge’s enterprise platform. Their software offers an impressive collection of analysis and recommendations, and they’ve shared a few screenshots with us:

Brightedge Product Screenshot

Like our beta web app, Brightedge’s software manages a lot of critical SEO data all in one place (but for much larger sites and organizations – customers include MySpace, VMware, and Symantec).

Brightedge Link Screenshot

They also do some really spiffy stuff with layering meta data onto links (like "blog, wiki, directory, etc." as descriptors of the type of links you’re getting). This isn’t yet in the Linkscape API (probably 6+ months away) – Brightedge is analyzing the sites and adding this data themselves!

You can learn more about the integration from Laurie Sullivan on Mediapost (the only inaccuracy I saw was SEOmoz offering "consulting services" – something we haven’t done since 2009) or by contacting Brightedge directly.

We’re also psyched about integrations with several other tools and data providers including:

  • Flippa – the web’s leading site for buying and selling web properties now integrates Linkscape metrics in their due diligence section
  • Link Research Tools by Christoph Cemper
  • Raven Tools – an impressive suite of tools for managing SEO processes that now employs Linkscape metrics in their link analysis section

We’ve previously integrated with other tools and platforms from folks like Hubspot, Conductor, Authority Labs and many more. If you’re interested in the API, you can get a free key to use it (up to 1mil calls/month) here and see lots of code examples on our API wiki.

Improvements to Anchor Text

 If you ran previous link reports or have used our API, you likely had the same frustration as infamous SEO rockstar, Greg Boser (of 3DogMedia) as illustrated below:

Greg Boser wants Capitalization Agnostic Anchor Text

We’ve gone ahead and made this change, so that anchor text from Linkscape’s API and the tools it powers (Open Site Explorer, et al) are now capitalization agnostic. This means words that appeared in differently capitalized ways in link anchor text will be consolidated to a single version. For example, we may have previously shown different quantities of links for the anchor text:

  • SEO
  • Seo
  • seo

Following tonight’s update, these will all be treated as "seo" and consolidated. This should make Greg and a lot of other SEOs, considerably happier. :-)

Index Stats

This month, as always, we’ve got a new index with freshly crawled pages and links. Stats are as follows:

  • 41,362,566,619 (41 Billion) Pages
  • 366,305,174 (366 Million) Subdomains
  • 96,445,118 (96 Million) Root Domains
  • 409,355,797,533 (409 Billion) Links

Some other interesting numbers this month include:

  • 5.1% of URLs contain rel=canonical – the highest yet!
  • 3.1% of URLs contain a meta noindex directive
  • 2.06% of all links are rel=nofollow
    • 57% of rel=nofollow links are internal (pointing to pages on the same domain)
    • 43% of rel=nofollow links are external (pointing to pages on different domains)
  • 84.9% of all links are internal (linking to pages on the same root domain)
  • 87.5% of all links point to pages on shared c-block of IP addresses

Look for even more exciting things from Linkscape over the next few months, with some really big, exciting improvements to freshness and coverage by year’s end.

And, as always, feel free to give us any feedback you’ve got!

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SEOmoz Daily SEO Blog

Posted by randfish

It’s that wonderful time of the month again! Linkscape, SEOmoz’s web index powering our mozbar, API, Open Site Explorer, the classic Linkscape tool and many features in Labs and elsewhere pushed out new data (over the weekend) from a web crawl that ended earlier this month. There’s lots of fresh info to explore on your sites, including new links and metrics, but I wanted to show off some spiffy new features, too.

First up, by popular request, we’ve got a calendar of Linkscape updates available on the API Wiki:

Linkscape Calendar

This should be updated regularly with ETAs for new Linkscape updates and as promised, we’re sticking to our schedule of new data every 4 weeks.

Next is a picture of how the web looked in our latest crawl. For those of you who, like me, geek out on data about the web, this stuff is pretty cool:

Pie Chart of Linkscape's July Crawl

I also grabbed some information about the use of internal vs. external links and usage of nofollows & rel=canonical tags:

  • Percent of Pages with Rel=Canonical: 4.63%
  • Percent of Links that are External vs. Internal: 15.2% External vs. 84.8% Internal
  • Percent of Links that use Rel=Nofollow: 2.08%
  • Percent of Internal Links w/ Rel=Nofollow: 1.44%
  • Percent of External Links w/ Rel=Nofollow: 5.67%

Last, but certainly not least, we’ve got some great new calls in the API to request data. You can see a visualization of just a few of these below:

Interesting Linkscape Counts via the SEOmoz API

In speaking to lots of users of our Linkscape data, I hear the following requests, all of which are on our roadmap:

  • Historical data – show the links I’ve gained/lost since the last index
  • Historical data – show my link counts and metrics from the last 6-12 months of index updates (this is challenging, as what we crawl changes month to month, but we believe we’ve got a workable solution coming by Q4)
  • IP Address / Origin Country – show the country and IP address of the link source
  • Fresher & Faster Updates – this should be arriving by Q3 of this year, as we move to a more recursive model with fresh data updating possibly as quickly as every 1-2 weeks, while the larger, less-change prone portion of the index updates only 1X per month or two
  • Deeper Crawls on Large Domains – also on its way for Q3
  • Text Surrounding the Anchor – another project in the works; we’re first testing to see if it has correlation/impact on rankings (this should be exciting research)

If you have a feature or request that’s not listed, please let us know! We want to make sure you’re getting all the link information you need with the highest possible freshness and quality.

A big thanks to Kate, Chas & Phil from SEOmoz’s engineering team, who put effort into this month’s update.

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SEOmoz Daily SEO Blog

Posted by randfish

Many of our keen members observed that late last week, Linkscape’s index updated (this is actually our 27th index update since starting the project in 2008). This means new link data in Open Site Explorer and Linkscape Classic, as well as new metric data via the mozbar and in our API.

Index 27 Statistics

For those who are interested, you can follow the Linkscape index update calendar on our API Wiki (as you can see, this update was about a week early).

Although we’ve now crawled many hundreds of billions of pages since launch, we only serve our uber-freshest index. Historical data is something we want to do soon – more on that later. This latest index’s stats feature:

  • Pages – 40,152,060,523
  • Subdomains – 284,336,725
  • Root Domains – 91,539,345
  • Links – 420,049,105,986
  • % of Nofollowed Links – 2.02%
  • % of Nofollows on Internal Links – 58.7%
  • % of Nofollows on External Links – 41.3%
  • % of Pages w/ Rel Canonical – 4.3%

These numbers continue the trend we’ve been seeing for some time where internal nofollow usage is declining slightly while rel canonical is down a bit in this index but up substantially over the start of the year (this likely has more to do with our crawl selection than with sites actually removing canonical URL tags.

Comparing Metrics from Index to Index

One of the biggest requests we get is the ability to track historical information about your metrics from Linkscape. We know this is really important to everyone and we want to make this happen soon, but have some technical and practical challenges to overcome. The biggest of which is that what we crawl changes substantively with each index, both due to our improvements in what to crawl (and what to ignore) and with the web’s massive changes each month (60%+ of pages we fetched 6 months ago are no longer in existence!).

For now, the best advice I can give is to measure yourself against competitors and colleagues rather than against your metrics last month or last year. If you’re improving against the competition, chances are good that your overall footprint is increasing at a higher rate than theirs. You might even "lose" links in a raw count from the index, but actually have improved simply because a few hundred spam/scraper websites weren’t crawled this time around, or we’ve done better canonicalization with URLs than last round or your link rotated out of the top of a popular RSS feed many sites were reproducing.

OpenSiteExplorer Comparison Report
Measuring against other sites in your niche is a great way to compare from index to index

If you’ve got more questions about comparisons and index modifications over time, feel free to ask in the comments and we’ll try to dive in. For those who are interested, our current thinking around providing historical tracking is to give multiple number sets like – # of links from mR 3+ pages, # of links from mR 1-3 pages, etc. to help show how many "important" links you’re gaining/losing – these fluctuate much less from index to index and may be better benchmarking tools.

Integration with Conductor’s Searchlight Software

SEOmoz is proud to be powering Conductor’s new Searchlight software. I got to take a demo of their toolset 2 weeks ago (anyone can request one here) and was very impressed. See for yourself with a few exclusive screenshots I’ve wrangled up:

Searchlight Screenshot 1/4

Searchlight Screenshot 2/4

Searchlight Screenshot 3/4

Searchlight Screenshot 4/4

Conductor's Seth Besmertnik at the Searchlight Launch Event

And at the bottom of the series is Seth Besmertnik, Conductor’s CEO, during the launch event (note the unbuttoned top button of his shirt with the tie; this indicates Seth is a professional, but he’s still a startup guy at heart). Searchlight already has some impressive customers including Monster.com, Care.com, Siemens, Travelocity, Progressive and more. I think many in the SEO field will agree that moving further into software is a smart move for the Conductor team, and the toolset certainly looks promising.

Conductor’s also releasing some cool free research data on seasonality (request form here). Couldn’t resist sharing a screenshot below of the sample Excel workbook they developed:

Keyword Seasonality Excel Workbook from Conductor

mmm… prepopulated

SEOmoz’s Linkscape index currently powers the link data section of Searchlight via our API and we’re looking forward to helping many other providers of search software in the future. We’re also integrated with Hubspot’s Grader.com and EightFoldLogic‘s (formerly Enquisite) Linker, so if you’re seeking to build an app and need link data, you can sign up for free API access and get in touch if/when you need more data.

The Link Juice App for iPhone

We’re also very excited about the popular and growing iPhone app – LinkJuice. They’ve just recently updated the software with a few recommendations straight from Danny Dover and me!

LinkJuiceApp 2/2LinkJuice App 1/2

The LinkJuice folks have promised an Android version is on its way soon, and since that’s my phone of choice, I can’t wait!

If you’ve got an app, software piece or website that’s powered by Linkscape, please do drop us a line so we can include it. I’ve been excited to see folks using it for research – like Sean’s recent YOUmoz post on PageRank correlations – as well as in many less public research works.

Oh, and if you somehow missed the announcement, go check out the new Beginner’s Guide to SEO! It’s totally free and Danny’s done a great job with it.

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SEOmoz Daily SEO Blog

Posted by randfish

As some of you likely noticed, Linkscape’s index updated today with fresh data crawled over the past 30 days. Rather than simply provide the usual index update statistics, we thought it would be fun to do some whiteboard diagrams of how we make a Linkscape update happen here at the mozplex. We also felt guilty because our camera ate tonight’s WB Friday (but Scott’s working hard to get it up for tomorrow morning).

Rand Writing on the Whiteboard

Linkscape, like most of the major web indices, starts with a seed set of trusted sites from which we crawl outwards to build our index. Over time, we’ve developed more sophisticated methods around crawl selection, but we’re quite similar to Google, in that we crawl the web primarily in decending order of (in our case) mozRank importance.

Step 1 - We Crawl the Web

For those keeping track, this index’s raw data includes:

  • 41,404,250,804 unique URLs/pages
  • 86,691,236 unique root domains

After crawling, we need build indices on which we can process data, metrics and sort orders for our API to access.

Step 2: We Build an Index

When we started building Linkscape in late 2007, early 2008, we quickly realized that the quantity of data would overwhelm nearly every commercial database on the market. Something massive like Oracle may be able to handle the volume, but at an exorbitant price that a startup like SEOmoz couldn’t bear. Thus, we created some unique, internal systems around flat file storage that enable us to hold data, process it and serve it without the financial and engineering burdens of a full database application.

Our next step, once the index is in place, is to calculate our key metrics as well as tabulate the standard sort orders for the API

Step 3: We Conduct Processing

Algorithms like PageRank (and mozRank) are iterative and require a tremendous amount of processing power to compute. We’re able to do this in the cloud, scaling up our need for number-crunching, mozRank-calculating goodness for about a week out of every month, but we’re pretty convinced that in Google’s early days, this was likely a big barrier (and may even have been a big part of the reason the "GoogleDance" only happened once every 30 days).

After processing, we’re ready to push our data out into the SEOmoz API, where it can power our tools and those of our many partners, friends and community members.

Step 4: Push the Data to the API

The API currently serves more than 2 million requests for data each day (and an average request pulls ~10 metrics/pieces of data about a web page or site). That’s a lot, but our goal is to more than triple that quantity by 2011, at which point we’ll be closer to the request numbers going into a service like Yahoo! Site Explorer.

The SEOmoz API currently powers some very cool stuff:

  • Open Site Explorer – my personal favorite way to get link information
  • The mozBar – the SERPs overlay, analyze page feature and the link metrics displayed directly in the bar all come from the API
  • Classic Linkscape – we’re on our way to transitioning all of the features and functionality in Linkscape over to OSE, but in the meantime, PRO members can get access to many more granular metrics through these reports
  • Dozens of External Applications – things like Carter Cole’s Google Chrome toolbar, several tools from Virante’s suite, Website Grader and lots more (we have an application gallery coming soon)

Each month, we repeat this process, learning big and small lessons along the way. We’ve gotten tremendously more consistent, redundant and error/problem free in 2010 so far, and our next big goal is to dramatically increase the depth of our crawl into those dark crevices of the web as well as ramping up the value and accuracy of our metrics.

We look forward to your feedback around this latest index update and any of the tools powered by Linkscape. Have a great Memorial Day Weekend!

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SEOmoz Daily SEO Blog

We updated rank checker this morning – sortable columns, faster code, works with the new Google SERPs, etc. If you are one of the dozens of people who filled out a support ticket and didn’t get a reply…always check to see if updates are available before filling out a support ticket. And even then we probably don’t need support tickets, because it rarely takes us more than a day to update our plug-ins as Google changes.

SEO Book.com – Learn. Rank. Dominate.