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


RANKING FACTORS 2014Content/Techniques

Social

OnPage Techniques

Click to edit Master title styleRanking Factors 2014 – Onpage Techniques


Click to edit Master title styleRanking Factors 2014 – Onpage Techniques vs 2013




~98%

Description existing

𝜌2014=0.05



Description existing – vs. 2013

~98%

~95%𝜌2013=0.06

𝜌2014=0.05



𝜌2014=0.14𝜌2014=0.14

Sitespeed



𝜌2014=0.14

Sitespeed - vs. 2013



Number of internal Links

Brand Factor

𝜌2014=0.16

Click to edit Master title styleInternal Link Structure – Site Architecture


Less is More!

What‘s even more important?

What‘s inside!

CONTENT

Click to edit Master title styleRanking Factors 2014 – Onpage Content




Keyword in Description

Brand Factor

~55%𝜌2014=0.01



Keyword in Description vs 2013

~55%~62%

𝜌2014=0.01



Text Length (Characters)

Brand Factor

~7.500𝜌2014=0.13



Text Length (Characters) – vs 2013

~7.500~6.700

𝜌2014=0.13

𝜌2013=0.11



Word Count

Brand Factor

~650𝜌2014=0.13



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



Content Complexity: Proof/ Relevant Keywords – NEW Quality: length, readability etc.

Pretty high correlations!



Content Complexity: Proof/ Relevant Keywords – NEW Quality: length, readability etc.

Increasing



Relevant Keywords

Correlation

𝜌2014=0.34

Click to edit Master title style

𝜌2014=0.20

Ranking Factors 2014 – Onpage Content


Proof Keywords

Korrelation



„You shall know a keyword by the company it keeps” (Firth, 1957)


Source: Google

Ranking Factors 2014 – Onpage Content


What‘s behind?

Content Optimization



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.

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


MOBILE

vs

DESKTOP

Sitespeed

Click to edit Master title styleRanking Factors Mobile – OnPage Content


MOBILE

vs

DESKTOP

Filesize

Click to edit Master title styleRanking Factors Mobile – OnPage Content


MOBILE

vs

DESKTOP

Text Length (Characters)

~7.500~6.000

Click to edit Master title styleRanking Factors Mobile – Backlinks


MOBILE

vs

DESKTOP

Number of Backlinks

Click to edit Master title styleRanking-Factors Mobile – Social


MOBILE

vs

DESKTOP

Facebook Likes

Click to edit Master title styleRanking Factors 2014: Desktop vs Mobile


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-


Query A1

Hummingbird

Query A6

Query A5

Similar (or even synonymous) Keyword Queries

Query A2

Query A4

Query A3

SERP A

Post-


Analysis 1:SERP Diversity

Diversity of SERPs

All Keywords


~6.5%

Diversity of SERPs

All Keywords


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 …


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


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


Analysis 2:Keyword Pairs

4/10July 2013

9/10March 2014

2/10July 2013

7/10March 2014

HOLISTIC

BE

LINK PROFILE

Ranking Factors 2014 – Backlinks


Ranking Factors 2014 – Backlinks vs 2013




Number of Backlinks

More Backlinks!

𝜌2014=0.31



Average SEO Visibility of linking URL

Better Links!

𝜌2014=0.26



NEW Features



Number of new Backlinks to Homepage of URL

Fewer fresh Backlinks!

more

𝜌2014=0.20



Korrelation

𝜌2014=0.16

Share of Backlinks with Anchor Text = Domain-Name



Share of Backlinks with Anchor Text = Domain-Brandname / URL

𝜌2014=0.15

Evolution of

SEO

USERSIGNALS

Analysis 3:User Traffic


106 04/11/2023

Ranking Factors – User Traffic Signals

www.searchmetrics.com

User Traffic Factors


107 04/11/2023



Time on Site

𝜌2014=0.06Correlation


108 04/11/2023



Bounce Rate

Ø𝜌2014=0.01


109 04/11/2023



Click-Through Rate

𝜌2014=0.58Correlation

?Content

SEO

What‘s the goal of SEO for Content?

Content

Content

Content

Content → Ranking → Traffic


What‘s the goal of SEO for Content?

Content → Ranking → Traffic


1. Conserve Traffic – conventional SEO-Methods2. New Traffic through fresh Content

What‘s the best optimized website in the world?

SearchEngineOptimization

SearchExperienceOptimization

SXO

TechniquesContent

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THANK YOU FOR YOUR TIME

marcus tober: the search [r]evolution #sejsf

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