Comparing SEO Ranking Factors From 2013 to 2014 2014

MARCUS TOBER

06/11/2014

Seattle

Marcus Tober

2014 Edition

IRON MAN RANKING

Technics Content

RANKING FACTORS 2014

RANKING FACTORS 2014

Content/ Techniques

Social

vs 2013

OnPage Techniques

TECHNICAL ELEMENTS RANKING FACTORS

2014

vs 2013 TECHNICAL ELEMENTS

RANKING FACTORS

2014

12 www.searchmetrics.com 6/11/2014

𝜌2014 = 0.14

Sitespeed

𝜌2014 = 0.14

13 www.searchmetrics.com 6/11/2014

𝜌2014 = 0.14

Sitespeed

15 www.searchmetrics.com 6/11/2014

Brand Factor

𝜌2014 = 0.16

Number of internal Links

16 www.searchmetrics.com 6/11/2014

Number of internal Links

OPTIMIZE !

$ $

$ $ $ $

$ $ $

$

$

Less is More!

What‘s even more important?

What‘s inside!

CONTENT

CONTENT ELEMENTS RANKING FACTORS

2014

vs 2013 CONTENT ELEMENTS

RANKING FACTORS

2014

24 www.searchmetrics.com 6/11/2014

Brand Factor

~7.500 𝜌2014 = 0.13

Text Length in Characters

25 www.searchmetrics.com 6/11/2014

~6.700 𝜌2013 = 0.11

Text Length in Characters vs 2013

~7.500 𝜌2014 = 0.13

27 www.searchmetrics.com 6/11/2014

Brand Factor

~650 𝜌2014 = 0.13

Word Count

28 www.searchmetrics.com 6/11/2014

~540 𝜌2013 = 0.11

vs 2013 Word Count

~650 𝜌2014 = 0.13

30 www.searchmetrics.com 6/11/2014

Increasing

CONTENT ELEMENTS RANKING FACTORS

2014 vs 2013 Content Complexity and Quality

32 www.searchmetrics.com 6/11/2014

Content Complexity and Quality – NEW 2014

Pretty high correlations!

CONTENT ELEMENTS RANKING FACTORS

2014

33 www.searchmetrics.com 6/11/2014

𝜇2014 ≈ 73.6

Flesch Reading-Ease

34 www.searchmetrics.com 6/11/2014

𝜌2014 = 0.34

Relevant Keywords/ Terms

𝜌2014 = 0.20

35 www.searchmetrics.com 6/11/2014

Proof Keywords/ Terms

36 www.searchmetrics.com 6/11/2014

Context-dependent nature of meaning „You shall know a keyword by the company it keeps” (Firth, 1957)

What’s behind? RANKING FACTORS

2014

Proof KW

Relevant KW

Content Optimization

39 www.searchmetrics.com 6/11/2014

Aggregators (few/ no own Content)

• Couponing

• Press Portals

• Celebrity News Pages

• Software Portals

• Forums

• Etc…

Google Panda Update 4.0

There are no tips and nothing the user expected on the page. Why should it rank?

HOLISTIC

BE

SOCIAL

46 www.searchmetrics.com 6/11/2014

SOCIAL ELEMENTS RANKING FACTORS

2014

47 www.searchmetrics.com 6/11/2014

SOCIAL ELEMENTS RANKING FACTORS

2014 vs 2013

48 www.searchmetrics.com 6/11/2014

More Likes! 𝜌2014 = 0.25

Facebook Likes

49 www.searchmetrics.com 6/11/2014

More +1! 𝜌2014 = 0.33

Google+

LINK PROFILE

51 www.searchmetrics.com 6/11/2014

BACKLINK ELEMENTS RANKING FACTORS

2014

52 www.searchmetrics.com 6/11/2014

BACKLINK ELEMENTS RANKING FACTORS

2014 vs 2013

53 www.searchmetrics.com 6/11/2014

More Backlinks!

𝜌2014 = 0.31

Number of Backlinks

54 www.searchmetrics.com 6/11/2014

Better Links!

𝜌2014 = 0.26

SEO Visibility/ Source URL

55 www.searchmetrics.com 6/11/2014

NEW Features 2014

BACKLINK ELEMENTS

56 www.searchmetrics.com 6/11/2014

Fewer fresh Backlinks!

more 𝜌2014 = 0.20

Number of new Backlinks

57 www.searchmetrics.com 6/11/2014

𝜌2014 = 0.16

Anchor = Domain Name

58 www.searchmetrics.com 6/11/2014

𝜌2014 = 0.15

Anchor = Brand/ URL

MOBILE

MOBILE

vs

DESKTOP

61 www.searchmetrics.com 6/11/2014

MOBILE

vs

DESKTOP

Sitespeed

62 www.searchmetrics.com 6/11/2014

~7.500

~6.000

MOBILE

vs

DESKTOP

Text Length in Characters

63 www.searchmetrics.com 6/11/2014

MOBILE

vs

DESKTOP

Number of Backlinks

64 www.searchmetrics.com 6/11/2014

MOBILE

vs

DESKTOP

Facebook Likes

65 www.searchmetrics.com 6/11/2014

MOBILE

vs

DESKTOP

What’s the difference? RANKING FACTORS

2014

USER SIGNALS

67 www.searchmetrics.com 6/11/2014

USER TRAFFIC ELEMENTS RANKING FACTORS

2014

68 www.searchmetrics.com 6/11/2014

𝜌2014 = 0.06

Time on Site

69 www.searchmetrics.com 6/11/2014

Ø 𝜌2014 = 0.01

Bounce Rate

70 www.searchmetrics.com 6/11/2014

𝜌2014 = 0.58

Click-Through Rate

Search Experience Optimization

Techniques Content

twitter.com/searchmetrics facebook.com/searchmetrics

twitter.com/searchmetrics facebook.com/searchmetrics

THANK YOU FOR YOUR TIME