SEJ Summit 2015: The Content Evolution by Marcus Tober #SEJSummit
Marcus Tober - SEO Has Changed Forever – Why User Signals and Content Relevance Became the Most...
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Transcript of Marcus Tober - SEO Has Changed Forever – Why User Signals and Content Relevance Became the Most...
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Marcus Tober
Ostrava, Czech Republic21st October, 2016
SEO HAS CHANGED FOREVER WHY USER SIGNALS AND CONTENT
RELEVANCE BECAME THE MOST IMPORTANT RANKING FACTORS
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• Founder and CTO of Searchmetrics• Searchmetrics is a software company
(SEO/Content Marketing) with 220 people in Berlin, London, New York and San Mateo
• In love with SEO and SEARCH since 2001
Marcus Tober
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searchmetrics.com/ostrava2016
Get the Slides!
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4
THE FUTURE ISDATA
(SCIENCE) DRIVEN
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5
IN TWENTY YEARS, THERE WILL BE NO VEHICLES DRIVEN BY
HUMANS ANYMORE.
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STATIC FLEXIBLE
ADAPTABLE?
THE EVOLUTION OF RANKING FACTORS
In the past In the present In the future
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Be Formless.Shapeless.Like water.
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Water can flow. Or it can crash.
Kiai!!!
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RANK 1
If someone searches for: How to make a plumb line
RANK 42
Checklist
Definition
Instruction
Religion?
Kiai!!!
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Be water, my friend.
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Updates/Algorithm Changes Machine Learning/Rankbrain
Rankings
Search is flexible now
Ranking FactorsRelevance Evaluation
ALGORITHM
Users
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Geoffrey Hinton a.k.a.
“The Godfather of Deep Learning”
Leading Researcher, Google
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Legend in Neural Network Research. World renowned A.I. researcher.
Invented some of the core algorithms of Deep Learning back in the 80s
Working with Google since 2011
New novel concept:
Thought Vectors
Geoffrey Hinton
Capturing thoughts…
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IMAGINE EMPTY SPACE
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Every word gets a position in space
Cologne
Hamburg
Berlin
Munich
Visualizing RankBrain
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Query sentences get a position in space.
What’s the weather going to be like in Ostrava?
Weather Forecast Ostrava
Visualizing RankBrain
Using training data, similar query sentences(with similar results) are closely positioned
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Queries and results get a position in space
Q
Result Scoring
RR
Good results rank better based on proximity
Visualizing RankBrain
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Google Home
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Introducing NEW RANKING FACTORS 2016 – coming in November…
Google.com
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*NEW RANKING FACTORS 201610x more complex
Industry
Topic/Search Intention
Topic ATopic BTopic CTopic DTopic E
Health Finance eCommerce Media Etc.
You?
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BUT
Content needs to be differentdepending on User Intention
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20500
1,000
1,500
2,000
2,500
3,000
Desktop 2016 Desktop 2015
Ø Top10 2016: 1,633 2015 : 1,285
𝜌2015=0.07
𝜌2016=0.05
+21%
Word CountGoogle.com
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If someone searches for: best short hairstyles
What they probably want to see is less text are more imagesor image galleries
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If someone searches for: Plato´s allegory of the cave
What they probably want to see is valid and structured info and more text
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If someone searches for: x-box unboxing
What they probably want to see is a video and no text
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The user needs to feel happy with the result.
User Experience
But businesses often fail in providing the right contentfor the respective user intention
?
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Desktop 2016
Click-Through Rate
𝜌=0.46
Google.com
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200
50
100
150
200
250
300
350
400
Desktop 2016
Time on SiteSeconds
𝜌=0.11
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Feel safe, use HTTPS.Whether you're booking tickets, buying clothes or purchasing items from an auction site, shop safely and securely online using HTTPS.
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200%
10%
20%
30%
40%
50%
60%
70%
Desktop 2016 Desktop 2015
Ø Top10 2016: 45% 2015 : 14%+31%
HTTPS
𝜌=0.19
Google.com
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AlgorithmDesire
• Answer to questions
• Best User Experience• Smooth User Journey
• Crawlability
• Technical requirements• Evaluation of Relevance
Online-ContentRelevance for Human AND Machine
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Content-Relevance can be analyzed by structure
AND
It actually has the highest impact on rankings
Content Structure
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Landing Page
XXXXXXXXXXXXXXXXXXXKEYWORDXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXKEYWORDXXXXXXXXXXXXXXXXXXX
Image
Image
XXXXXXXXXXXXXXXXXXXKEYWORDXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXKEYWORDX
XXXXXXXXXXXXXXXXXXXXXXXXXXKEYWORDXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXKEYWORDXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
search query
Relevance of content without keywords to search query
Remove keywords from text
search query = keyword
Content RelevanceNEW Factor 2016
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200.10
0.11
0.12
0.13
0.14
0.15
0.16
0.17
0.18
0.19
Desktop 2016
Content RelevanceNEW Factor 2016
𝜌𝐷𝑒𝑠𝑘𝑡𝑜𝑝=0. 04
Google.com
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Topic ExplorerTOPIC:„security system“
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Topic Explorer
„security system“YELLOW
„[…]camera system“BLUE
TOPIC:„security system“
Search Intention
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security camera systems
10 out of top 10 e-commerce websites for this keyword have an
„add to cart“ function above the fold
Keyword: “security camera systems”
E-COMM Introducing Relevance
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Relevant Terms and PhrasesTOPIC:„security system“
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Searchmetrics Content Experience Suite
1.
2.
3.
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“Knowing is not enough, we must apply.
Willing is not enough, we must do!”
Bruce Lee
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1. ACTIONYou are aware you need to create good content, but being aware
is not enough. You have to take action.
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2. EFFORTAnd even if you really want to be successful but you don’t apply
the most effort you can, you won’t be successful.
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3. DATAWithout a clear knowledge of what to do, action is based on guesswork. Use the best information/source you can get.
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But I still haven‘t found what I‘m looking for!
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Health E- Commerce Finance
Travel Media
Different Industries, Different Ranking Factors
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WHY?
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Because each Industry has to deal with different Search Intentions.
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Spender Backpacker Intellectual
User Intention
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Spender
Wants best product.A spender is not worried about money. His user intention is to find the best product no matter what the price is.
luxury rolex watch
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Wants cheapest offer.A backpacker needs to save every penny, but at the same time he wants to visit the coolest possible locations.
Backpacker
cheapest bus ticket
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Wants valid information.An intellectual person is hoping to find the most relevant and valid information on the web.
Intellectual
Plato´s allegory of the cave
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Search Query & ExpectationsExample: „costume ideas“
???
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http://www.today.com/style/61-awesome-halloween-costume-ideas-its-not-too-late-
steal-t2741
Rank #1
60+ part image galleryShort descriptionLinks to relevant pagesHigh Social Engagement
User Intention = Inspiration!
✓✓✓✓
Search Query & ExpectationsExample: „costume ideas“
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https://www.savers.com/halloween/costumes/allRank #16
14 costume suggestions
No product texts
General footer text
User Intention ≠ Shopping!
✗✗✗
Search Query & ExpectationsExample: „costume ideas“
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Different IndustriesDifferent Ranking Factors
Health E- Commerce Finance
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 201,000
1,200
1,400
1,600
1,800
2,000
2,200
2,400
2,600
2,800
3,000
Finance
Word Count
T10 Ø: 1717 Correlation: 0.01
Google.com
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 201,000
1,200
1,400
1,600
1,800
2,000
2,200
2,400
2,600
2,800
3,000
eCommerce Health Finance
Word Count
T10 Ø: 20712474 1717
Correlation: 0.020.14 0.01
Google.com
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 201,000
1,200
1,400
1,600
1,800
2,000
2,200
2,400
2,600
2,800
3,000
eCommerce Health Finance Desktop 2016
Word Count
T10 Ø: 2071 2474 1717 1633
Correlation: 0.02 0.14 0.01 -0.01
Ø
Google.com
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 2050
70
90
110
130
150
170
190
210
230
250
Finance
Internal Link Count
T10 Ø: 102
Correlation: 0.05
Google.com
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 2050
70
90
110
130
150
170
190
210
230
250
eCommerce Health Finance
Internal Link Count
T10 Ø: 219143 102
Correlation: 0.060.14 0.05
Google.com
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 2050
70
90
110
130
150
170
190
210
230
250
eCommerce Health Finance Desktop 2016
Internal Link Count
T10 Ø: 219 143 102 126
Correlation: 0.06 0.14 0.05 -0.07
Ø
Google.com
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200%
10%
20%
30%
40%
50%
60%
eCommerce Health
Keyword in Title
T10 Ø: 43%44%
Correlation: -0.11-0.06
Google.com
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200%
10%
20%
30%
40%
50%
60%
eCommerce Health Finance
Keyword in Title
T10 Ø: 43%44% 30%
Correlation: -0.11-0.06 -0.02
Google.com
![Page 65: Marcus Tober - SEO Has Changed Forever – Why User Signals and Content Relevance Became the Most Important Ranking Factors](https://reader036.fdocuments.in/reader036/viewer/2022062503/587d24ad1a28ab1c2f8b6403/html5/thumbnails/65.jpg)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200%
10%
20%
30%
40%
50%
60%
eCommerce Health Finance Desktop 2016
Keyword in Title
T10 Ø: 43% 44% 30% 54%
Correlation: -0.11 -0.06 -0.02 -0.04
ØGoogle.com
![Page 66: Marcus Tober - SEO Has Changed Forever – Why User Signals and Content Relevance Became the Most Important Ranking Factors](https://reader036.fdocuments.in/reader036/viewer/2022062503/587d24ad1a28ab1c2f8b6403/html5/thumbnails/66.jpg)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 300
50,000
100,000
150,000
200,000
250,000
300,000
350,000
eCommerce
Referring Domains
T10 Ø: 272736Correlation: 0.20
Google.com
![Page 67: Marcus Tober - SEO Has Changed Forever – Why User Signals and Content Relevance Became the Most Important Ranking Factors](https://reader036.fdocuments.in/reader036/viewer/2022062503/587d24ad1a28ab1c2f8b6403/html5/thumbnails/67.jpg)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 300
50,000
100,000
150,000
200,000
250,000
300,000
350,000
eCommerce Health
Referring Domains
T10 Ø: 272736 99526
Correlation: 0.20 0.02
Google.com
![Page 68: Marcus Tober - SEO Has Changed Forever – Why User Signals and Content Relevance Became the Most Important Ranking Factors](https://reader036.fdocuments.in/reader036/viewer/2022062503/587d24ad1a28ab1c2f8b6403/html5/thumbnails/68.jpg)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 300
50,000
100,000
150,000
200,000
250,000
300,000
350,000
eCommerce Health Finance
Referring Domains
T10 Ø: 272736 99526 38728
Correlation: 0.20 0.21 -0.02
Google.com
![Page 69: Marcus Tober - SEO Has Changed Forever – Why User Signals and Content Relevance Became the Most Important Ranking Factors](https://reader036.fdocuments.in/reader036/viewer/2022062503/587d24ad1a28ab1c2f8b6403/html5/thumbnails/69.jpg)
Machine Learning Rank Brain Content Relevance
? ? ? ? ? ? ?
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BacklinksIn times of self-evolving Machine Learning/Deep Learning algorithms,
backlinks just become one out of many many other factors
![Page 71: Marcus Tober - SEO Has Changed Forever – Why User Signals and Content Relevance Became the Most Important Ranking Factors](https://reader036.fdocuments.in/reader036/viewer/2022062503/587d24ad1a28ab1c2f8b6403/html5/thumbnails/71.jpg)
SO…
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SEO tactics have died and Traditional Ranking Factors are fading away
However…
Traditional Ranking Factors
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Why SEO is not deadStartpoint of Purchases
Source: Forrester/ Internet Retailer B2B Buying And Selling Online Survey 2014
92% of Business Purchasesstart with Search
81% of Shoppers Research Online before buying
Source: Adweek/ +GE Capital Retail Bank’s Major Purchase Shopper Study 2015
B2B B2C
![Page 74: Marcus Tober - SEO Has Changed Forever – Why User Signals and Content Relevance Became the Most Important Ranking Factors](https://reader036.fdocuments.in/reader036/viewer/2022062503/587d24ad1a28ab1c2f8b6403/html5/thumbnails/74.jpg)
However: There are still factors that
every industry should follow in order to have
success.
H2O
The Ranking Factors are not rigid anymore, they are formless, shapeless and they adapt to the
object.
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Good site architecture
Relevant link structure
Basic tag usage and structure
Page Load Time
Basic technics features are still important
![Page 76: Marcus Tober - SEO Has Changed Forever – Why User Signals and Content Relevance Became the Most Important Ranking Factors](https://reader036.fdocuments.in/reader036/viewer/2022062503/587d24ad1a28ab1c2f8b6403/html5/thumbnails/76.jpg)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200
20
40
60
80
100
120
140
160
Desktop 2016 Mobile 2016
Ø Top10 Desktop: 126
Ø Top10 Mobile : 71
Internal Link CountGoogle.com
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 206
7
8
9
Desktop 2016 Mobile 2016
Ø Top10 Desktop: 7.84 sec
Ø Top10 Mobile : 6.98 sec
Page load timeSeconds Google.com
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Desktop 2016 Mobile 2016
Ø Top10 Desktop: 85%
Ø Top10 Mobile : 75%
Page has H1Google.com
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HOW TO STAY RELEVANT?
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Strategic (technical ) FactorsIndustry Specific Factors
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“Adapt what is useful, reject what is useless, and add what is specific your
own”Bruce Lee
Quality, Relevance and Uniqueness of Content
![Page 82: Marcus Tober - SEO Has Changed Forever – Why User Signals and Content Relevance Became the Most Important Ranking Factors](https://reader036.fdocuments.in/reader036/viewer/2022062503/587d24ad1a28ab1c2f8b6403/html5/thumbnails/82.jpg)
Be water, my friend.
searchmetrics.com/ostrava2016