technorati-logoTechnorati is a real-time engine that tracks, measures, and ranks authority of blogs based on how they’re interlinked. Most blogging software like WordPress and Movable Type are easily configured to “ping” Technorati regarding new or updated posts. Bloggers (and other sites plugged into the grid) embed Technorati tags in the body of posts which provide Technorati a dedicated method by which to index and categorize blog content. Tracking over 70 million blogs, Technorati was relaunched in May to mixed reactions. A surprising number of new bloggers don’t understand and harness it’s data mining power.

Why is Technorati Important?
The answer is all about links. The value of your website and it’s power to propel keywords to top rankings is measured by multiple on and off-page factors. Search engines algorithmically evaluate how many other sites link to yours and assess the “quality” of your site’s inbound link portfolio. Technorati makes it easy to spy on another sites’ inbound-link-portfolio, making it an ultra-easy research tool for aspiring link builders.

Target Practice
Your basic goal as a webmaster is to get lots of other sites, with high “quality” inbound link portfolios themselves, linking to your site. Another word for quality is “authority.” The question is “how do you get other bloggers to notice your remarkable content so they love it and link to it?” The answer is that early in a blog’s life it’s essential to link out to other authority bloggers who are pinged, see the link they just received, and visit check out your site-the origin of the shiny new link they just received from you.

Each outbound link from your blog is tantamount to an invitation of sorts-without having to send an email solicitation to the blogger you’re approaching. So long as you don’t become a link scraping whore (gratuitous outbound linking without providing value to the reader) outbound linking can be a very honorable way to meet other writers.

“Early in a blog’s life it’s essential to link out to other authority bloggers who are pinged, see the link they just received, and check out your site. “

Use Technorati to Identify Bloggers You Would Like to Get to Know.
While Google Webmaster Tools and Yahoo Site Explorer reveal linkage metrics, Technorati focuses specifically on blogs and is an indispensable tool for quickly evaluating the extent of any blog’s incoming link constellation. In other words Technorati can quickly reveal who-links-to-who and how much value each site and link has. There are a number of very cool data mining techniques to use every day in Technorati. We’ll start with the most basic here and follow up with other suggested research tactics in later posts.

Technorati Tip #1″ Mine Another Site’s Inbound Link Constellation
1 Go to
2 Type in the “search for…” box3


Here is a direct link to the SERP.

Holy Cow, 30,000 Blogs Link To Barry!
A blog “reaction” = a single inbound link. Folks, this tells you every blog or site (which is plugged into the grid) that has linked to SEORoundTable. You’ll see that there are 30,241 blog reactions to Search Engine Roundtable as of the time of this writing- which is huge. aimClearBlog has 181 blog links after 4 months, which is actually pretty good given the high average quality of the links. One link from Search Engine Land is worth hundreds if not thousands more than links from low and no-authority blogs.

This is extremely valuable information for an SEM blogger and the reason is obvious: Here lies a list of 30,241highly focusedSEOROUNDTABLE (except for icky splogs) industry websites to visit, get to know, and target for outbound links in your OWN SEM blog. Remember, every outbound link to a blogger is an invitation.

Similarly, the concept can be applied to most other industries to measure blog buzz and interlinked networks. Find a single authority blog in any niche’ (we’ll talk about how to do that next time) and follow the Technorati trail as communities are dissembled for your outbound linking exploitation. You’ll note on the right hand sidebar that results can be sorted by “Freshness” and “Authority.”


Stay tuned to future aimClearBlog posts regarding Technorati. Sign up for our feed here.

Blog Resources:
Technorati Adds Authority to SERPs

Buzz Monitoring: 26 Free Tools You Must Have
Marketing Pilgrim

Measuring Social Media Marketing: It’s Easier than you Think!

Using Blog Search Engines to Build Links
SearchEngineGuide (You have to read this Jennifer Laycock post)

Is Technorati Being Gamed – Do They Care? – Does it Matter?

  • Rose

    Informative post. Not too long ago I discussed the importance of tagging your post.

  • Marty Weintraub

    I know-I read your blog Rose :).

  • Jason Falls

    Interesting read. Thanks for the info. Curious as to what qualifies as “authority”. The only authority links I currently have (new blog, less than one month old) are from comments I’ve placed (like this one) on other people’s blogs. I do know, however, that I am on a couple of blogrolls which don’t show up on those listings. Any way to crack that code?

    Thanks again. Great advice.

  • Andy Beard

    Blog reactions is a little noisy, I sometimes get 50 or 100 per day but most of it is from aggregators and splogs. Some of it is even from myself.

    You get a lot less if you use Feedburner tracking links, but then you get less unique blog links counted as well.

    SEO Round Table has only been linked to from just over 2000 blogs in the last 6 months, which is what determines the “authority” figure.

  • Marty Weintraub

    Great points. Right. First, aimClearBlog is new and splog attraction is new to us. It’s already clear that many do not respect intellectual property on the Internet. I’m sure you get bombarded and akismet is only so good. There is a serious noise problem.

    Some Technorati SERPS are total rubbish too. There are pockets of usefulness sprinkled with buzz data mining flashes of brilliance. Certain aspects are infuriating. Certain corners of the app’ are so cool they keep me up at night.

    Andy, In my last life I was a musician and it was discouraging as the Internet took hold. All of a sudden there was this bullshit open source mentality that music should be for free. Umm…what’s wrong with this picture?

    The Internet, for all it’s promise, only does a mediocre job of policing IP. This is going to become exacerbated as the Internet penetrates even deeper into the jungles. People need to create. People are driven to steal. SAY IT AINT SO

  • Mike Marshall

    Awesome primer for Technorati Marty. I gained a new perspective reading that.

  • Marty Weintraub

    You wrote: “The only authority links I currently have (new blog, less than one month old) are from comments I’ve placed (like this one) on other people’s blogs.”

    While there are many good reasons to participate in other communities, comments in most blogs get you links that have no authority. Some time ago bloggers felt they needed to make comment threads no-follow zones.

    There is some debate about this and Andy Beard ( has written some very interesting posts on the topic. Alternate views are well taken. For instance Andy deserves a followed link from this post…not that he needs it :).

  • Bill Hartzer

    Great post. The only problem I’ve been having is that Technorati won’t allow me to claim my blog. I’ve written their support team and they just won’t respond or fix it. Too bad, because they show tons of links to my blog.

    The one time that they did respond and gave me some code I was able to add it to the blog…then for some reason it was for someone else’s blog so I immediately removed it. Dealing with Technorati has been a nightmare, to say the least.

    This is great info, Marty. Wouldn’t it be interesting if Google at some point removed public view of PageRank? Only then might we have to rely on another means to buy and sell links–like Technorati’s authority and the number of links to a site or page.

  • Marty Weintraub

    An axiom of life is the we get what we pay for when customer service is free Bill. Not seeing page rank would tilt value towards public link-value measuring services for sure. That’s a really fun idea. Thanks for stopping by.

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