Sse2012 data that matters
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SEO metrics and data that matterAxel Landschoof
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DATA THAT MATTERS
20.02.2012 ® Searchmetrics GmbH
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Ranking Factor Study 2012
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Meta Data
• Keywords 10.000
• Backlinks 7.948.407.598• Facebook Shares, Likes & Comments 5.397.199.386• Tweets 513.034.978• +1s 230.419.354• Pins 10.910.710
20.02.2012 ® Searchmetrics GmbH 2012 4
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20.02.2012 ® Searchmetrics GmbH 2012 5
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CORRELATION ≠ CAUSAL EFFECT
20.02.2012 ® Searchmetrics GmbH 2012 6
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#1: Social has arrived in international markets
20.02.2012 ® Searchmetrics GmbH 2012 7
Social networking site activity correlates very well with good rankings, just as it has in the U.S. for the past year. That doesn’t mean Facebook Shares, Tweets, etc. are definitively ranking factors, but it looks like, as a kind of user feedback, they are very important and they should take part in SEO strategy.
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#1: Facebook
20.02.2012 ® Searchmetrics GmbH 2012 8
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#1: Google +1
20.02.2012 ® Searchmetrics GmbH 2012 9
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Links bleiben Gold.
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#2: Backlinks are still a key factor for SEO, but with caution
20.02.2012 ® Searchmetrics GmbH 2012 12
Backlinks are still very important for rankings, but must vary between keyword links, no follow links, and “organic” links with stopwords (e.g. “as.” “the,”…) in them.
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#2: Backlinks are still a key factor for SEO, but with caution
20.02.2012 ® Searchmetrics GmbH 2012 13
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#4: Keywords in domains stay a factor
20.02.2012 ® Searchmetrics GmbH 2012 14
Although Google has often said that keyword domains today are not as important as in the past, we found many domains in top positions that have keywords in them.
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#4: Keyword in domain Keyword is domain
20.02.2012 ® Searchmetrics GmbH 2012 15
Although Google has often said that keyword domains today are not as important as in the past, we found many domains in top positions that have keywords in them.
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But see what happend in US after EMD Update:
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#5: Long URLs don‘t seem to rank well
20.02.2012 ® Searchmetrics GmbH 2012 17
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Recommendations for SEO in 2013
20.02.2012 ® Searchmetrics GmbH 2012 18
• Social factors are getting more and more important: Start measuring social media signals and motivating users to make your company become more famous
• Backlinks are still a key factor for SEO
• Keywords in domains stay a factor, but could disappear soon
• Clean Onpage factors like short speaking URLs stay
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SEO VISIBILITYA metric that shows visibility of a domain in organic search results
20.02.2012 ® Searchmetrics GmbH
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Historical Change of SEO Visibility
20.02.2012 ® Searchmetrics GmbH 2012 20
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The SEO Visibility Formular
weight(x) = is the secret sauce giving each position a weight taking in account, if the keyword is navigational or informational and other factors
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Why did SEO Visibility change?
20.02.2012 ® Searchmetrics GmbH 2012 22
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Compare to Competitor
20.02.2012 ® Searchmetrics GmbH 2012 23
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20.02.2012 ® Searchmetrics GmbH 2012 24
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What about the main market?
20.02.2012 ® Searchmetrics GmbH 2012 25
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Project SEO Visibility
20.02.2012 ® Searchmetrics GmbH 2012 26
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See the impact of the domain name change and redesign
20.02.2012 ® Searchmetrics GmbH 2012 27
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Compare Organic and Paid Visibility
20.02.2012 ® Searchmetrics GmbH 2012 28
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Analyse changes
20.02.2012 ® Searchmetrics GmbH 2012 29
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Compare the domain to the top directories of the domain
20.02.2012 ® Searchmetrics GmbH 2012 30
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MORE DATA THAT MATTERS
20.02.2012 ® Searchmetrics GmbH
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What Google thinks about the importance of Social signals
“Links are not going away, but social is an important signal. And it will become more and more important.”
Product Management Director for Google Search – Jack Menzel:
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Social SignalsMatt Cutts in Google Hangout
Q: Do Google +1’s affect a website ranking?
A: “Not really a direct effect” […], BUT there are things like, we have an authorship proposal”
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Marcus Tober, SEO Rankingfaktoren 2013
<Bullshitfoto>
10.12.20 12
Bullsh**
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Probieren geht über studieren
Quod erat demonstrandum…36
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#1
No impact, no article got indexed
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#2Immediately indexed after some +1s from real accounts
Immediately rankings for title-tag and some longtail queries
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#2NOT indexed after some FB shares from real accounts
Not indexed, no rankings!
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#2NOT indexed after some Tweets from real accounts
Not indexed, no rankings!
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#2NOT indexed after some Pins from real accounts
Not indexed, no rankings!
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#3 Added 50 more FB shares from real accounts
Article got indexed
Some rankings, similar to +1s behaviour
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Still in progress
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Takeaways• Implement +1 button on your site
• Measure +1 votes
• Set up Google+ page and share your content
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WHAT‘S NEXT?
20.02.2012 ® Searchmetrics GmbH 2012 46
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Authorrank
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300k Keywords @google.nl
~ 3.000 URL with Author
Is it possible that the author of a link will be a bigger factor than the URL?
Ranking signal of the future?
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Loose of relevance for 1st PositionUser clicks the result he trusts An authors face generates trust
CTR already is relevant for rankings• 30% increase in CTR• Look or point to snippet• Try different colors
“Update from a CEO” by Larry Pagehttp://investor.google.com/corporate/2012/ceo-letter.htmlb
Author Rank a signal for 2013?
Google Autorenintegration
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Spending “enough” time on a site with a certain author markup signals Google that he likes this author or article.
Going back to the SERPs you see more articles of this author
Author Rank a signal for 2013?
Google Autorenintegration
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Probieren geht über studieren
Authorship is important, but today it‘ just Snippet Optimization
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Searchmetrics Suite
•Over 110 countries•Over 200 searchengine language combinations•Local rankings•Onpage optimization•Web analytics integration•100 Millionen keywords (SEO, SEM)•150 Billion backlinks•3,3 Billionen social links (including pinterest)