SEO Success Factors 2014

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  • Cool SERP, bro!

  • SERPs arent as easy to backsolve

  • 5

    Hummingbird its a new engine

  • So how do we interpret studies like


    Does this mean rankings are all about getting

    Google +1s?

  • These are hints. Not ranking factors.

    Read: Correlation does not equal causation

    Correlation does not imply causation

    Edward Tufte says this is


    "Correlation is not

    causation but it sure is a


  • Cyrus has a great ranking factors deck:

  • Links?

  • "I think backlinks still have many, many years left

    in them," he said. "But inevitably what we're trying

    to do is figure out how an expert user would say

    this particular page matched their information

    needs. And sometimes backlinks matter for that."

    Links = very much alive.*


  • External Anchor Text


    phrases are

    tougher to move,

    but still hold up

    in testing.

  • Internal Anchor Text

  • Keyword strings in titles, METAs, etc.

  • Mark up ALL THE THINGS?

  • Absolute Rankings

    Rankings are part of my

    reporting, but near the

    back now

    Rankings will be dead

    within one year

    I still report rankings,

    but as a composite

    metric. Not individual


  • Entity-based optimization







  • Localized organic results

  • Takeaway: All the search engines are

    building for the mobile future.

  • Googles move to Local KG

  • Takeaway: Hummingbird requires us

    to test SEO assumptions.

  • Takeaway: Optimize content around

    entities and relationships.

  • Takeaway: Every site has its own set

    of success factors