Marcus Tober: The Search [R]Evolution #SEJSF
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Transcript of Marcus Tober: The Search [R]Evolution #SEJSF
The Search (R)EvolutionRanking Factors after Hummingbird, the Panda Update and the Future of Search
2014
MARCUS TOBER06/13/2014
San Francisco, CA
Marcus Tober
2014 Edition
IRON MAN
RANKING
Technics Content
Click to edit Master title styleRanking Factors 2014
7 www.searchmetrics.com 04/11/2023
RANKING FACTORS 2014
Click to edit Master title styleRanking Factors 2014
8 www.searchmetrics.com 04/11/2023
RANKING FACTORS 2014Content/Techniques
Social
OnPage Techniques
Click to edit Master title styleRanking Factors 2014 – Onpage Techniques
10 www.searchmetrics.com 04/11/2023
Click to edit Master title styleRanking Factors 2014 – Onpage Techniques vs 2013
11 www.searchmetrics.com 04/11/2023
Click to edit Master title styleRanking Factors 2014 – Onpage Techniques
12 www.searchmetrics.com 04/11/2023
~98%
Description existing
𝜌2014=0.05
Click to edit Master title styleRanking Factors 2014 – Onpage Techniques
13 www.searchmetrics.com 04/11/2023
Description existing – vs. 2013
~98%
~95%𝜌2013=0.06
𝜌2014=0.05
Click to edit Master title styleRanking Factors 2014 – Onpage Techniques
14 www.searchmetrics.com 04/11/2023
𝜌2014=0.14𝜌2014=0.14
Sitespeed
Click to edit Master title styleRanking Factors 2014 – Onpage Techniques
15 www.searchmetrics.com 04/11/2023
𝜌2014=0.14
Sitespeed - vs. 2013
Click to edit Master title styleRanking Factors 2014 – Onpage Techniques
17 www.searchmetrics.com 04/11/2023
Number of internal Links
Brand Factor
𝜌2014=0.16
Click to edit Master title styleInternal Link Structure – Site Architecture
18 www.searchmetrics.com 04/11/2023
Less is More!
What‘s even more important?
What‘s inside!
CONTENT
Click to edit Master title styleRanking Factors 2014 – Onpage Content
25 www.searchmetrics.com 04/11/2023
Click to edit Master title styleRanking Factors 2014 – Onpage Content
26 www.searchmetrics.com 04/11/2023
Click to edit Master title styleRanking Factors 2014 – Onpage Content
27 www.searchmetrics.com 04/11/2023
Keyword in Description
Brand Factor
~55%𝜌2014=0.01
Click to edit Master title styleRanking Factors 2014 – Onpage Content
28 www.searchmetrics.com 04/11/2023
Keyword in Description vs 2013
~55%~62%
𝜌2014=0.01
Click to edit Master title styleRanking Factors 2014 – Onpage Content
29 www.searchmetrics.com 04/11/2023
Text Length (Characters)
Brand Factor
~7.500𝜌2014=0.13
Click to edit Master title styleRanking Factors 2014 – Onpage Content
30 www.searchmetrics.com 04/11/2023
Text Length (Characters) – vs 2013
~7.500~6.700
𝜌2014=0.13
𝜌2013=0.11
Click to edit Master title styleRanking Factors 2014 – Onpage Content
32 www.searchmetrics.com 04/11/2023
Word Count
Brand Factor
~650𝜌2014=0.13
Click to edit Master title styleRanking Factors 2014 – Onpage Content
33 www.searchmetrics.com 04/11/2023
Word Count – vs 2013
~650~540
𝜌2014=0.13
𝜌2013=0.11
„precise and fast“
Google Hummingbird Update
What‘s behind?
Contextual Search
ConversationalSearch
Semantic Search
04/11/202336 www.searchmetrics.com
ContextualSearch1.
Hummingbird – Contextual Search
Hummingbird – Contextual Search
Hummingbird – Contextual Search
Hummingbird – Contextual Search
Click to edit Master title styleRanking Factors 2014 – Onpage Content
42 www.searchmetrics.com 04/11/2023
Content Complexity: Proof/ Relevant Keywords – NEW Quality: length, readability etc.
Pretty high correlations!
Click to edit Master title styleRanking Factors 2014 – Onpage Content
43 www.searchmetrics.com 04/11/2023
Content Complexity: Proof/ Relevant Keywords – NEW Quality: length, readability etc.
Increasing
Click to edit Master title styleRanking Factors 2014 – Onpage Content
44 www.searchmetrics.com 04/11/2023
Relevant Keywords
Correlation
𝜌2014=0.34
Click to edit Master title style
𝜌2014=0.20
Ranking Factors 2014 – Onpage Content
45 www.searchmetrics.com 04/11/2023
Proof Keywords
Korrelation
Click to edit Master title styleRanking Factors 2014 – Onpage Content
46 www.searchmetrics.com 04/11/2023
„You shall know a keyword by the company it keeps” (Firth, 1957)
Click to edit Master title style
Source: Google
Ranking Factors 2014 – Onpage Content
47 www.searchmetrics.com 04/11/2023
What‘s behind?
Content Optimization
48 www.searchmetrics.com 04/11/2023
Content Optimization
49 www.searchmetrics.com 04/11/2023
04/11/202351 www.searchmetrics.com
Google Panda Update 4.0
Aggregators (few/ no own Content)
• Couponing
• Press Portals
• Celebrity News Pages
• Software Portals
• Forums
• Etc…
There are no tips and nothing the user expected on the page. Why should it rank?
ConversationalSearch2.
Page 57
Hummingbird – Conversational Search
04/11/2023 ® Searchmetrics Inc. 2014 │
Android Chrome Glass
M O B I L EMOBILE
vs
DESKTOP
Click to edit Master title styleRanking Factors Mobile – OnPage Technics
59 www.searchmetrics.com 04/11/2023
MOBILE
vs
DESKTOP
Sitespeed
Click to edit Master title styleRanking Factors Mobile – OnPage Content
60 www.searchmetrics.com 04/11/2023
MOBILE
vs
DESKTOP
Filesize
Click to edit Master title styleRanking Factors Mobile – OnPage Content
61 www.searchmetrics.com 04/11/2023
MOBILE
vs
DESKTOP
Text Length (Characters)
~7.500~6.000
Click to edit Master title styleRanking Factors Mobile – Backlinks
62 www.searchmetrics.com 04/11/2023
MOBILE
vs
DESKTOP
Number of Backlinks
Click to edit Master title styleRanking-Factors Mobile – Social
63 www.searchmetrics.com 04/11/2023
MOBILE
vs
DESKTOP
Facebook Likes
Click to edit Master title styleRanking Factors 2014: Desktop vs Mobile
64 www.searchmetrics.com 04/11/2023
What‘s the difference?
SemanticSearch3.
Topic(Complex Entity)
Who is the richest person in the world?
?
Verb
Entitity 1Entity 2
Complex Entitity (1+2)
Single Keyword
Complex Query with several Entities
Google “understands“the question
“Answer“above organic results
?
Source?
User(Query)
SERP(Knowledge Graph)
Hummingbird
Query A1
Similar (or even synonymous) Keyword Queries
SERP A1
Query A2
SERP A2
Query A3 SERP A3
Query A4
SERP A4
Query A5
SERP A5
Query A6 SERP A6
Pre-
71 www.searchmetrics.com 04/11/2023
Query A1
Hummingbird
Query A6
Query A5
Similar (or even synonymous) Keyword Queries
Query A2
Query A4
Query A3
SERP A
Post-
72 www.searchmetrics.com 04/11/2023
Analysis 1:SERP Diversity
Diversity of SERPs
All Keywords
74 www.searchmetrics.com 04/11/2023
~6.5%
Diversity of SERPs
All Keywords
75 www.searchmetrics.com 04/11/2023
34
~6%~2.5%
1
2
3
What happened?
Week 332013
1Week 45
2013
2Week 03
2014
3
9 94
Ooops!
Week 332013
1Week 45
2013
2Week 03
2014
3
10 104
Diversity of SERPs
Keywords with Question Words What, Where, Who, How, Why …
79 www.searchmetrics.com 04/11/2023
34
~6%~10%
Query
SERP C
SERP A
SERP B
Pre-
Hummingbird SERP Y
SERP J
SERP I
SERP H
SERP G
SERP F
SERP L
SERP K
SERP M
SERP N
SERP O
SERP P
SERP Q
SERP R
SERP S
SERP T
SERP U
SERP V
SERP ZSERP X
81 www.searchmetrics.com 04/11/2023
SERP H
SERP M
SERP J
SERP R
SERP F
QuerySERP
C
SERP A
SERP B
Post-
HummingbirdSERP
YSERP
I SERP G
SERP L
SERP K
SERP N
SERP O
SERP P
SERP Q
SERP S
SERP T
SERP U
SERP V
SERP Z
SERP X
82 www.searchmetrics.com 04/11/2023
Analysis 2:Keyword Pairs
4/10July 2013
9/10March 2014
2/10July 2013
7/10March 2014
HOLISTIC
BE
LINK PROFILE
Ranking Factors 2014 – Backlinks
90 www.searchmetrics.com 04/11/2023
Ranking Factors 2014 – Backlinks vs 2013
91 www.searchmetrics.com 04/11/2023
Ranking Factors 2014 – Backlinks
92 www.searchmetrics.com 04/11/2023
Number of Backlinks
More Backlinks!
𝜌2014=0.31
Ranking Factors 2014 – Backlinks
93 www.searchmetrics.com 04/11/2023
Average SEO Visibility of linking URL
Better Links!
𝜌2014=0.26
Ranking Factors 2014 – Backlinks
94 www.searchmetrics.com 04/11/2023
NEW Features
Ranking Factors 2014 – Backlinks
95 www.searchmetrics.com 04/11/2023
Number of new Backlinks to Homepage of URL
Fewer fresh Backlinks!
more
𝜌2014=0.20
Ranking Factors 2014 – Backlinks
96 www.searchmetrics.com 04/11/2023
Korrelation
𝜌2014=0.16
Share of Backlinks with Anchor Text = Domain-Name
Ranking Factors 2014 – Backlinks
97 www.searchmetrics.com 04/11/2023
Share of Backlinks with Anchor Text = Domain-Brandname / URL
𝜌2014=0.15
Evolution of
SEO
USERSIGNALS
Analysis 3:User Traffic
Click to edit Master title style
106 04/11/2023
Ranking Factors – User Traffic Signals
www.searchmetrics.com
User Traffic Factors
Click to edit Master title style
107 04/11/2023
Ranking Factors – User Traffic Signals
www.searchmetrics.com
Time on Site
𝜌2014=0.06Correlation
Click to edit Master title style
108 04/11/2023
Ranking Factors – User Traffic Signals
www.searchmetrics.com
Bounce Rate
Ø𝜌2014=0.01
Click to edit Master title style
109 04/11/2023
Ranking Factors – User Traffic Signals
www.searchmetrics.com
Click-Through Rate
𝜌2014=0.58Correlation
?Content
SEO
What‘s the goal of SEO for Content?
Content
Content
Content
Content → Ranking → Traffic
04/11/2023111 www.searchmetrics.com
What‘s the goal of SEO for Content?
Content → Ranking → Traffic
04/11/2023112 www.searchmetrics.com
1. Conserve Traffic – conventional SEO-Methods2. New Traffic through fresh Content
What‘s the best optimized website in the world?
SEO
SearchEngineOptimization
SearchExperienceOptimization
SXO
TechniquesContent
twitter.com/searchmetricsfacebook.com/searchmetrics
THANK YOU FOR YOUR TIME