Network Analysis for SEO

- definition & basic concepts- software and datasets

- applications for SEO

Charlotte BourneSearch Marketing Strategist

Network Analysis

Basic ConceptsNode or Vertex

Edge

Basic Concepts: Centrality

Degrees: number of incoming or outgoing connectionsCloseness: ability to reach all other nodes in the least amount of stepsBetweenness: extent that a node lies on the path to reach other nodes

SoftwareNodeXL

TulipORA

Analyst NotebookKrakPlotLibSNAUrlNet

Graphviz

PajekUCINet

NetworkXJUNGigraphVisone

Network WorkbenchGephi

Software: NodeXL

Imports from:- Flickr

- Twitter- Youtube

Backlink data from:- GWT

- Yahoo Site Explorer- Open Site Explorer

Network Analysis for SEO

- Interlinking between web properties- Analysis of backlinks

- Competitive analysis of backlinks- Social network analysis

Analysis of Backlinks- who is linking to my client’s websites?

Links to One Site in the Network

Links to Two Sites in the Network

Analysis of Backlinks

Analysis of Backlinks

Competitive Analysis- who is linking to my competitors but

not to my client?

Competitive Analysis: Degree Centrality

- Act as hubs of information

Competitive Analysis: Betweenness Centrality

- Information frequently flows through these sites

Social Media Analysis- looking for influencers on Twitter

Social Media Analysis: 4FRNT Skis

Social Media Analysis

Social Media Analysis

Advanced Applications

SEO - layering in other data sets

Social Media- brand management - competitive analysis

-reputation audit - crisis mitigation

Summary- proven field of knowledge

- applications for SEO and social media

theresultspeople.com/networknodexl.codeplex.com/

Charlotte Bourne