2014 The Search (R)Evolution Ranking Factors after Hummingbird, the Panda Update and the Future of Search MARCUS TOBER 06/13/2014 San Francisco, CA
Marcus Tober
2014 Edition
IRON RANKING MAN
Technics Content
Ranking Factors 2014 Click to edit Master title style RANKING FACTORS 2014 7 www. searchmetrics. com 2/8/2018
Ranking Factors 2014 Click to edit Master title style Social Content/ Techniques 8 www. searchmetrics. com 2/8/2018 RANKING FACTORS 2014
On. Page Techniques
Click to edit Master title style Techniques Ranking Factors 2014 – Onpage 10 www. searchmetrics. com 2/8/2018
Click to edit Master title style Techniques vs 2013 Ranking Factors 2014 – Onpage 11 www. searchmetrics. com 2/8/2018
Click to edit Master title style Techniques Ranking Factors 2014 – Onpage Description existing 12 www. searchmetrics. com 2/8/2018 ~98%
Click to edit Master title Techniques Ranking Factors 2014 – Onpagestyle Description existing – vs. 2013 ~98% ~95% 13 www. searchmetrics. com 2/8/2018
Click to edit Master title Techniques Ranking Factors 2014 – Onpagestyle Sitespeed 14 www. searchmetrics. com 2/8/2018
Click to edit Master title Techniques Ranking Factors 2014 – Onpagestyle Sitespeed - vs. 2013 15 www. searchmetrics. com 2/8/2018
Click to edit Master title style Techniques Ranking Factors 2014 – Onpage Number of internal Links Brand Factor 17 www. searchmetrics. com 2/8/2018
Internal Link Structure – Site Click to edit Master title style. Architecture 18 www. searchmetrics. com 2/8/2018
Less is More!
What‘s even more important?
What‘s inside! CONTENT
Ranking Factors 2014 – Onpage Click to edit Master title style Content 25 www. searchmetrics. com 2/8/2018
Ranking Factors 2014 – Onpage Click to edit Master title style Content 26 www. searchmetrics. com 2/8/2018
Ranking Factors 2014 – Onpage Click to edit Master title style Content Keyword in Description Brand Factor 27 www. searchmetrics. com 2/8/2018 ~55%
Ranking Factors 2014 – Onpage Click to edit Master title style Content Keyword in Description vs 2013 28 www. searchmetrics. com 2/8/2018 ~62% ~55%
Ranking Factors 2014 – Onpage Click to edit Master title style Content Text Length (Characters) Brand Factor 29 www. searchmetrics. com 2/8/2018 ~7. 500
Ranking Factors 2014 – Onpage Click to edit Master title style Content Text Length (Characters) – vs 2013 30 www. searchmetrics. com 2/8/2018 ~7. 500 ~6. 700
Ranking Factors 2014 – Onpage Click to edit Master title style Content Word Count Brand Factor 32 www. searchmetrics. com 2/8/2018 ~650
Ranking Factors 2014 – Onpage Click to edit Master title style Content Word Count – vs 2013 33 www. searchmetrics. com 2/8/2018 ~650 ~540
„precise and fast“
Google Hummingbird Update What‘s behind? Contextual Search Conversational Search Semantic Search 36 www. searchmetrics. com 2/8/2018
1. Contextual Search
Hummingbird – Contextual Search
Hummingbird – Contextual Search
Hummingbird – Contextual Search
Hummingbird – Contextual Search
Ranking Factors 2014 – Onpage Click to edit Master title style Content Complexity: Proof/ Relevant Keywords – NEW Quality: length, readability etc. Pretty high correlations! 42 www. searchmetrics. com 2/8/2018
Ranking Factors 2014 – Onpage Click to edit Master title style Content Complexity: Proof/ Relevant Keywords – NEW Quality: length, readability etc. Increasing 43 www. searchmetrics. com 2/8/2018
Ranking Factors 2014 – Onpage Click to edit Master title style Content Relevant Keywords Correlat 44 www. searchmetrics. com 2/8/2018 ion
Ranking Factors 2014 – Onpage Click to edit Master title style Content Proof Keywords Korrelatio n 45 www. searchmetrics. com 2/8/2018
Ranking Factors 2014 – Onpage Click to edit Master title style Content „You shall know a keyword by the company it keeps” (Firth, 1957) 46 www. searchmetrics. com 2/8/2018
Ranking Factors 2014 – Onpage Click to edit Master title style Content What‘s behind? Source: Google 47 www. searchmetrics. com 2/8/2018
Content Optimization 48 www. searchmetrics. com 2/8/2018
Content Optimization 49 www. searchmetrics. com 2/8/2018
Google Panda Update 4. 0 Aggregators (few/ no own Content) • Couponing • Press Portals • Celebrity News Pages • Software Portals • Forums • Etc… 51 www. searchmetrics. com 2/8/2018
There are no tips and nothing the user expected on the page. Why should it rank?
2. Conversational Search
Hummingbird – Conversational Search Page 57 Android Chrome 2/8/2018 ® Searchmetrics Inc. 2014 │ Glass
MOBILE vs DESKTOP MOBILE
Ranking Factors Mobile style Click to edit Master title– On. Page Technics MOBILE vs Sitespeed DESKTOP 59 www. searchmetrics. com 2/8/2018
Ranking Factors Mobile style Click to edit Master title– On. Page Content MOBILE vs Filesize DESKTOP 60 www. searchmetrics. com 2/8/2018
Ranking Factors Mobile style Click to edit Master title– On. Page Content MOBILE vs Text Length (Characters) DESKTOP ~7. 500 ~6. 000 61 www. searchmetrics. com 2/8/2018
Ranking Factors Mobile style Click to edit Master title– Backlinks MOBILE vs Number of Backlinks DESKTOP 62 www. searchmetrics. com 2/8/2018
Ranking-Factors Mobile style Click to edit Master title – Social MOBILE vs Facebook Likes DESKTOP 63 www. searchmetrics. com 2/8/2018
Ranking Factors 2014: Desktop Click to edit Master title style vs Mobile What‘s the difference? 64 www. searchmetrics. com 2/8/2018
3. Semantic Search
Who is the richest person in the world? Single Keyword ? Verb Entitity 1 Entity 2 Complex Entitity (1+2) Complex Query with several Entities Topic (Complex Entity)
? Google “understands“ the question “Answer“ above organic results Source?
User (Query) SERP (Knowledge Graph)
Hummingbird Pre- Similar (or even synonymous) Keyword Queries Query A 1 SERP A 1 Query A 4 Query A 2 SERP A 2 Query A 5 Query A 3 SERP A 3 Query A 6 71 www. searchmetrics. com 2/8/2018 SERP A 4 SERP A 5 SERP A 6
Hummingbird Post- Similar (or even synonymous) Keyword Queries Query A 6 Query A 3 Query A 1 Query A 4 Query A 2 Query A 5 72 www. searchmetrics. com 2/8/2018 SERP A
Analysis 1: SERP Diversity
Diversity of SERPs All Keywords ~6. 5% 74 www. searchmetrics. com 2/8/2018
Diversity of SERPs All Keywords 3 1 What happened? 2 34 75 www. searchmetrics. com 2/8/2018 ~2. 5% ~6%
9 4 9 1 Week 33 2013 2 Week 45 2013 3 Week 03 2014
Ooops!
10 4 10 1 Week 33 2013 2 Week 45 2013 3 Week 03 2014
Diversity of SERPs Keywords with Question Words What, Where, Who, How, Why … ~6% ~10% 34 79 www. searchmetrics. com 2/8/2018
Hummingbird SERP Y Pre- SERP I SERP G SERP V SERP T SERP U Query SERP B SERP A SERP H SERP F SERP X 81 www. searchmetrics. com 2/8/2018 L SERP Q SERP R SERP J SERP K SERP N SERP C SERP O SERP S SERP M SERP P SERP Z
Hummingbird SERP Y Post- SERP I SERP G SERP V SERP T SERP U SERP F SERP H SERP O SERP S Query SERP A SERP B SERP N SERP C SERP R SERP J SERP L SERP K SERP Q SERP M SERP P SERP Z SERP X 82 www. searchmetrics. com 2/8/2018
Analysis 2: Keyword Pairs
4/10 July 2013
9/10 March 2014
2/10 July 2013
7/10 March 2014
BE HOLISTIC
LINK PROFILE
Ranking Factors 2014 – Backlinks 90 www. searchmetrics. com 2/8/2018
Ranking Factors 2014 – Backlinks vs 2013 91 www. searchmetrics. com 2/8/2018
Ranking Factors 2014 – Backlinks Number of Backlinks More Backlinks! 92 www. searchmetrics. com 2/8/2018
Ranking Factors 2014 – Backlinks Average SEO Visibility of linking URL Better Links! 93 www. searchmetrics. com 2/8/2018
Ranking Factors 2014 – Backlinks NEW Features 94 www. searchmetrics. com 2/8/2018
Ranking Factors 2014 – Backlinks Number of new Backlinks to Homepage of URL Fewer fresh Backlinks! more 95 www. searchmetrics. com 2/8/2018
Ranking Factors 2014 – Backlinks Share of Backlinks with Anchor Text = Domain-Name Korrel ation 96 www. searchmetrics. com 2/8/2018
Ranking Factors 2014 – Backlinks Share of Backlinks with Anchor Text = Domain-Brandname / URL 97 www. searchmetrics. com 2/8/2018
Evolution of SEO
USER SIGNALS Analysis 3: User Traffic
Ranking Factors – User Traffic Click to edit Master title style Signals User Traffic Factors 106 www. searchmetrics. com 2/8/2018
Ranking Factors – User Traffic Click to edit Master title style Signals Time on Site Correlatio n 107 www. searchmetrics. com 2/8/2018
Ranking Factors – User Traffic Click to edit Master title style Signals Bounce Rate Ø 108 www. searchmetrics. com 2/8/2018
Ranking Factors – User Traffic Click to edit Master title style Signals Click-Through Rate Corr 109 www. searchmetrics. com 2/8/2018 elat io n
What‘s the goal of SEO for Content? ? Co Conte nt Content SEO nt nte Co nt
Content → Ranking → Traffic What‘s the goal of SEO for Content? 111 www. searchmetrics. com 2/8/2018
Content → Ranking → Traffic 1. Conserve Traffic – conventional SEO-Methods 2. New Traffic through fresh Content What‘s the best optimized website in the world? 112 www. searchmetrics. com 2/8/2018
S E O
Search Engine Optimization
Search Experience Optimization SXO
Techniques Content
THANK YOU FOR YOUR TIME twitter. com/searchmetrics facebook. com/searchmetrics
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