SEO Vs. Personalization

When the link structure of the Internet is no longer a primary signal to a web search engine what happens to Search Engine Optimization (SEO). What other signals might replace or augment current techniques?

  • Social Graph
  • Implicit web
  • Tagging
  • Semantic Web
  • Status Updates 
  • Comments

What will drive the next generation of web search, let’s review a few of the leading candidates?

Social Graph

This is already an important signal that few people have mastered; Microsoft purchased a portion of Facebook, Google has OpenSocial. News Corp is pushing really hard with Myspace.

Implicit Web

This is already an important set of signals, but they are not very public. Every click you make every search you enter everything you purchase oneline – someone’s gaterhing that data. 

Tagging

Delicious made this concept popular and it has already been folded into the list of existing signals leveraged by search engines like Google.

Semantic Web

This ismoving slowly into the limelight, one tripple at a time.  

Status Updates 

This is a feature of most social systems; it also stands alone as a signal that can be mined. Twitter and FriendFeed is a perfect example of this activity.

Authority

The concept of a trusted source has been around for years, but is it becoming more important to web search engines as they branch into universal search.

Summary

I have hinted at a few of the emerging signals, what else should we be looking @?


How does OneRiot Determine the Pulse of the Internet?

First Who is OneRiot?

As of today, Me.dium is now OneRiot. With this name change, the company is also changing it’s focus from sidebars/toolbars to a destination web site. OneRiot still leverage’s browser Add-on’s, but the company is switching the primary input to it’s system from implicit to explicit. The core technology remains the same with one major modification, we have added full text indexing to our behavior graph.

This change is dramatic and the use case for OneRiot.com is search. Like other search engines, we keep a running record of the contents of the Internet. However, unlike other search engines, we prioritize that information based on its current popularity with our community. This makes OneRiot’s search results relevant, fresh, friendly, and pulsing with the real-time energy of the web.

How does OneRiot Determine the Pulse?

toolbr-minutesOneRiot sensors currently collect between 25 and 30 million browser minutes per day.

sharelocationsOneRiot users vet between 12 and 15 million URL’s per day.

searchengine

4 % of the daily URL’s visited by OneRiot users are search related.

OneRiot collects these signals and others in real-time, processes them and outputs the Pulse for the terms/phrases entered.

jenniferhudson

For example, if you wanted to find out what is happening right now with Jennifer Hudson, click the link. Also, OneRiot decorates the Pulse results with additional metadata. You will notice a new section, ‘Today’s Pulse On’.

pulse

In addition, The Pulse indicators shown above illustrate how active a specific URL is at this exact moment and the Average Visit Duration communicates how long people spend on this URL.

If you download the PulseChecker you can see this information for any URL you visit in the bottom right hand corner of your browser. Also by installing the PulseChecker you are helping OneRiot understand the Pulse of the web.

Try it and let me know what you think.


Why SEO is destined to change within the next 2 years

Search Engine Optimization (SEO) has numerous techniques for getting URL’s into the top spots at the different search engines.

  • Clean URL’s
  • Sitemap’s
  • Paid blogging
  • Link purchasing

SEO experts are starting to master the process. For example, in the past week several news stories have covered people poking fun at Google’s core algorithms publicly via their web trends service.

Social media optimization (SMO) is the first new kid on the block to emerge after SEO and it’s a set of methods for generating publicity through social media. These techniques are proving effective at driving traffic from sites like Digg.

The underlying link structure of the web is most likely not going to change anytime soon, but the engines that interpret them are evolving quickly and new dimensions to the internet are starting to emerge. The Social Graph is the best example in the past few years, but others are coming:

These alternative dimensions or indexes are creating buzz. Me.dium for example launched a search engine last week that leverages attention data to determine which pages should be indexed and in what order they should be displayed. The attention data replaces the need for a web crawler in Me.dium’s case, which means the global link structure of the internet is less important.

Obviously for Me.dium to succeed it has to provide a method for SEO to exist. Software is all about information ecosystems. Ecosystems made Microsoft, Oracle, SAP, Facebook and Google. If Me.dium is to succeed as a standalone brand it must find away to demonstrate its value to its customers and then create an ecosystem. Ecosystems also create viral loops or double viral loops. When this is accomplished the network is able to grow at an alarming rate.

What might Attention Data Search Optimization look like?

Attention Data Search Optimization (ADSO) is in its early days. I do not think anyone can predict what it will look like, but if I were to guess, I would suggest something similar to Google Adwords. The core algorithms of companies like Me.dium could be designed with dials that can be tweaked at run-time. These dials would enable an ADSO to increase the relevance of one URL over another in real-time.

A few possible ways this could be accomplished:

  • ADSO idea 1- use good old fashion money – An auction market is created and the highest bidders influence the results.
  • ADSO idea 2 use influence credits: Active participants of the system gets credits. The credits can be used to influence the weight of one URL over another in real-time.

What do you think ADSO might look like?


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