seo search engine optimization link building agencyseo search engine optimization link building agencyseo search engine optimization link building agencyseo search engine optimization link building agency
  • BRANDS
    • PPC.co
    • DEV.co
    • Website.Design
  • SERVICES
    • Managed SEO
    • Link Building
    • White Label SEO
    • Content Writing
    • SEO Audits
    • PPC Management
  • TOOLS
    • Backlink Checker
    • Site Audit
    • Broken Link Tool
    • Robots.txt Tester
    • Sitemap Validator
    • Site Speed Tester
    • Title Tag Checker
    • AI Content Writer
    • SEO Training
  • WHY US
    • Case Studies
    • Our Process
    • Our Team
    • Our History
    • Acquisitions
    • Become a Writer!
  • BLOG
  • CONTACT
LOGINGET STARTED
✕
The Evolution of SEO: Why SEO is Now More Collaborative Than Ever
The Evolution of SEO: Why SEO is Now More Collaborative Than Ever
April 10, 2013
How Many Links Does it Take to Reach to Number One on Google?
How Many Links Does it Take to Reach to Number One on Google?
May 20, 2013

Co-Citation and Co-Occurrence: The Ultimate Guide to the Next Evolution in SEO

Last Updated by Timothy Carter on April 16, 2013
Co-Citation and Co-Occurrence: The Ultimate Guide to the Next Evolution in SEO

When you see “new big thing in SEO” in an article title, you have every right to read with skepticism.

SEO is fraught with ‘new things,’ ‘big things,’ constant change, too much hype, and a lot of misinformation.

Co-citation isn’t exactly new, but its latest iteration and the attendant changes that it introduces into the SEO world are a pretty big deal.

This article will introduce the topic of co-citation or co-occurrence, and explain some of its ramifications.

Table of Contents

  • Understanding the Terms “Co-citation” and “Co-occurrence”
    • What is co-citation?
  • What’s the big deal about co-citation and co-occurrence?
  • Two Important Truths about Co-citation
    • 1. Co-Citation is Fuzzy
    • 2. Co-Citation is a Paradigm Shift
  • What does co-citation mean for the future?

Understanding the Terms “Co-citation” and “Co-occurrence”

Before explaining the nitty-gritty of these SEO trends, we need to explain the terms themselves. Co-citation and co-occurrence refer to roughly the same thing. The term co-occurrence is used by some SEOs to describe how keyword phrase association across sites can impact search engine results.

Co-citation more specifically addresses the issue of how sites can affect the ranking of other websites without the presence of an actual link. Based on this understanding, co-occurrence is distinct from co-citation. This article, however, uses the term co-citation to encompass both co-citation and co-occurrence.

What is co-citation?

The big idea of co-citation is rather simple, but you have to wrap your mind around it. Here’s how it happens. Website A and Website B both link to Website C and Website D, but Website A and Website B don’t link to each other. Nonetheless, Website A and Website B are connected by means of co-citation.

What is co-citation

This method of understanding co-citation, however, is simplistic. Co-citation also involves the transitive property, which looks like this.

method of understanding co-citation

Co-citation, then, establishes a relationship between two sites, even though there are no links between those two sites. The relationship of co-citation is established by contextual keywords and mutual links. Keep in mind that co-citation relationships are simultaneously happening across vast numbers of similar sites.

But there’s more to co-citation than just halo authority via transitive relationships. Perhaps the most surprising aspect of co-citation is that it can elevate a site’s rankings without links and even in the absence of actual matched keywords.

What’s the big deal about co-citation and co-occurrence?

The reason why co-citation is such a fascinating trend is that it defies customary understanding of SEO best practices.

Here’s an example. Let’s say that a website is winning in the rankings for “best electric lawnmower.” When you visit this high-ranked website, however, you notice that it lacks the keyword “best electric lawnmower” in the title tag, in the meta description, in the anchor text, and maybe even in the written blog content itself. What’s going on? There may be a few keyword synonyms, but no longtail matches, and little in the way of link juice. How in the world does this site rank so high?

The answer is co-citation.

Google associates relevant terms with such websites, even when those sites are devoid of the classic SEO signals. It then awards such sites high ranks based on co-citation markers rather than customary SEO features.

This is not to say that existing SEO practices are dead, nor are they less important. Instead, co-citation is an additional SEO reality of which we must be aware.

Two Important Truths about Co-citation

1. Co-Citation is Fuzzy

The big thing we need to keep in mind is that co-citation resists cut-and-dried explanations of how exactly it works. There is no list of “co-citation best practices,” nor are there tools that can effectively measure co-citation. It is inherently immeasurable because of its vague nature and the aggregate algorithmic features that comprise it. Co-citation involves a host of signals that encompass a wide range of SEO features. There are additional fringe factors that bear upon co-citation as a SERP-affecting event, such as:

  • Social media signals
  • Brand and entity association
  • Increasingly effective contextual analysis by search engines
  • Growing influence of keyword proximity factors (linking context) in search engine results
  • Query volume, both for the brand/entity name and on the keyword itself

Every one of the features listed above bear upon SEO in general and upon co-citation specifically.

This simply goes to prove the point that SEO is increasingly becoming something beyond manipulation. More and more, SEO is sliding out of our grasp, and depending upon the power of the algorithms and the impact of millions of searches that people are conducting each day.

2. Co-Citation is a Paradigm Shift

The second truth about co-citation involves its far-reaching implications.

There are two types of SEO professionals — those who use novel tricks and those who employ classic and strategic maneuvers. Those who use the cute tricks will likely see jumps in ranking, but no sustainable value. Successful SEO, on the other hand, endures. Those who use strategic maneuvers play it smart by understanding the algorithm changes and responding accordingly.

What we’re seeing in co-citation is a trend deeply rooted within a host of algorithmic components. Thus, co-citation can be considered a sustainable change that affect the way SEO is done for the long term.

What does co-citation mean for the future?

If we’re talking about a paradigm shift, what kinds of changes can we or should we expect for the future?

  • Anchor text isn’t as important anymore. Rand Fishkin’s  Whiteboard Friday video on SEO Moz alerted many in the SEO community to the growing trend of co-citation in the Google algorithms. The article contains the prediction, “Anchor text is weakening and may be replaced.” While Fishkin’s declaration may be an overstatement, he’s on to something. As co-citation rises, we may see a concomitant decline of the importance of anchor text.
  • Co-citation does not mean that SEO is dead; it’s just changing like always. The “SEO is Dead” group will always be around. In reality, SEO will live on as long there are search engines. SEO is still important, but the customary ways of optimizing may not have the importance they once held. This is nothing new, since SEO is always changing. If a page doesn’t have lots of backlinks or other SEO best practices, they may still benefit from the SEO value of co-citation. Co-citation plays into the gradual Google shift away from SEO as a system that can be gamed, and more into a humanized method of returning the most relevant search results. SEO has come a long way since the black-hat keyword-stuffing days. And it’s still coming along, meaning that many of the traditional SEO tools we’re using now (e.g., anchor text) may be passé in a few years…or less.
  • PR, Reputation Management, and brand building are always a great idea. Although SEO changes, brand awareness will always remain a strong factor. The way it plays out in co-citation is that brand awareness unleashes more mentions of your brand on the Web. As this happens, your site rankings will improve via co-citation. Your online brand still matters, and it pays to give it due attention. It’s virtually impossible to start a co-citation campaign or “co-occurrence effort as a separate SEO strategy. Instead, it makes more sense to start a “brand awareness” campaign with a side-benefit of co-citation.
  • Links are still important. Even though co-citation doesn’t depend on links, don’t neglect link building strategies as part of your SEO approach. You need lots of links, links from authoritative sites, links from top-tier blogs, etc. In addition to link love, you’ll also profit from link-less mentions, a.k.a. co-citations. As one SEO professor put it, “co-citation just means Google is getting smart enough to realize not everyone links, but everyone talks.” Such talk is profitable.

Co-citation has not reached its maturity, but now is the time to know about it. This truth won’t revolutionize your SEO practice today, but it will have an increasing impact upon search in the future.

  • Author
  • Recent Posts
Timothy Carter
Timothy Carter
Chief Revenue Officer at SEO.co
Industry veteran Timothy Carter is SEO.co’s Chief Revenue Officer. Tim leads all revenue for the company and oversees all customer-facing teams - including sales, marketing & customer success. He has spent more than 20 years in the world of SEO & Digital Marketing leading, building and scaling sales operations, helping companies increase revenue efficiency and drive growth from websites and sales teams. When he's not working, Tim enjoys playing a few rounds of disc golf, running, and spending time with his wife and family on the beach...preferably in Hawaii.

Over the years he's written for publications like Forbes, Entrepreneur, Marketing Land, Search Engine Journal, ReadWrite and other highly respected online publications. Connect with Tim on Linkedin & Twitter.
Timothy Carter
Latest posts by Timothy Carter (see all)
  • How to Perform an SEO Content Gap Analysis - May 16, 2022
  • Local SEO: Optimizing Your Rankings for Google Local Search - May 14, 2022
  • 6 SEO Tips for Criminal Defense Attorneys - May 10, 2022
Share
4
Timothy Carter
Timothy Carter
Industry veteran Timothy Carter is SEO.co’s Chief Revenue Officer. Tim leads all revenue for the company and oversees all customer-facing teams - including sales, marketing & customer success. He has spent more than 20 years in the world of SEO & Digital Marketing leading, building and scaling sales operations, helping companies increase revenue efficiency and drive growth from websites and sales teams. When he's not working, Tim enjoys playing a few rounds of disc golf, running, and spending time with his wife and family on the beach...preferably in Hawaii. Over the years he's written for publications like Entrepreneur, Marketing Land, Search Engine Journal, ReadWrite and other highly respected online publications.

Related posts

Top 200 Google Ranking Factors: Complete List
May 18, 2022

Top 200 Google Ranking Factors: 2022 Complete List


Read more
How to Perform an SEO Content Gap Analysis
May 16, 2022

How to Perform an SEO Content Gap Analysis


Read more
Local SEO: Optimizing Your Rankings for Google Local Search
May 14, 2022

Local SEO: Optimizing Your Rankings for Google Local Search


Read more

Inc 5000 Logo

Our Services

  • SEO Services
  • Link Building Services
  • White Label SEO
  • Content Writing Services
  • Amazon SEO
  • PPC Management
  • Public Relations
  • Brand Mentions
  • SEO Site Audits

SEO Resources

  • SEO for Beginners
  • Link Building Guide
  • Local SEO
  • Online Marketing
  • Digital Marketing
  • Content Marketing
  • SEO Reseller
  • Backlink Checker
  • Keyword Research
  • Google Ranking Factors

About SEO.co

  • About Us
  • SEO Team
  • SEO Blog
  • SEO Clients
  • SEO Tools
  • Markets Served
  • Locations Served
  • Client Login
  • Contact

Contact Us

Email: info@seo.co
Call: +1 (877) 545-4769
Address: 1425 Broadway Suite 22689
Seattle, WA 98112
White Label SEO Agency
  
Outwrite. Outrank. SEO.
© 2022 SEO.co. All Rights Reserved
Privacy Policy | Sitemap
PPC.co // DEV.co // Website.Design
An Invest.net Partner
    GET STARTED
      We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept All”, you consent to the use of all the cookies. However, you may visit "Cookie Settings" to provide a controlled consent.
      Cookie SettingsAccept All
      Manage consent

      Privacy Overview

      This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
      Necessary
      Always Enabled
      Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
      CookieDurationDescription
      cookielawinfo-checkbox-analytics11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
      cookielawinfo-checkbox-functional11 monthsThe cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
      cookielawinfo-checkbox-necessary11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
      cookielawinfo-checkbox-others11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
      cookielawinfo-checkbox-performance11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
      viewed_cookie_policy11 monthsThe cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
      Functional
      Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
      Performance
      Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
      Analytics
      Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
      Advertisement
      Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
      Others
      Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet.
      SAVE & ACCEPT