searchlove boston 2016 | marcus tober | illuminating consumer intent without old-fashioned seo...
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ILLUMINATING CONSUMER INTENT WITHOUT OLD-FASHIONEDSEO TACTICS
MARCUS TOBER
BOSTON, UNITED STATESMAY 3TH, 2016
SearchmetricsMade with love in Berlin
More than 220 passionate people
Innovator in SEO Software since 2005
Marcus ToberFounder and CTO ofSearchmetrics
In love with SEO and SEARCHsince 2001
Study of computer scienceIn Berlin, so I´m the Techie!
Our Secret Sauce is our Software
The Searchmetrics SuiteSearch Experience OptimizationMakes Digital Marketing Better,
Faster and More Profitable.
25.000.000.000.000SOCIAL SIGNALS 120 MILLION
DOMAINS
120 BILLIONLINKS600 MILLION
KEYWORDS
SoAHadoop, Hbase.Elastic Search
API
25 PB
Parstream
1 Keyword = 1 Landing Page
Bad SEO
+ SEO-Checklist
KW in titleKW in descriptionKW in headingKW densityLinkbuildingContent in footerEtc.
✓✓✓✓✓✓✓
1 Topic = 1 Landing Page
Good SEO
+ Content-Checklist
Daten-Driven Content StrategyDaten-Driven Content OptimizationDaten-Driven Content Success MeasurementEtc.
✓✓✓✓
seo tips
5. Be sure you have a unique, keyword focusedTitle tag on every page of your site.7. Be sure links to your site and within your site use your keyword phrase.
16. If your site content doesn’t change often, your site needs a blog because search spiders like e fresh text.
23. The bottom line in SEO is Text, Links, Popularity, and Reputation.
32. Give each page a focus on a single keyword phrase.
Old SEO tacticsKeyword: “SEO tips”
#5
Be sure you have a unique, keyword focusedTitle tag on every page of your site.
Movie where they make fun of Star Wars
Keyword focused Title tag?Example: “Movie where they make fun of
Star Wars”
Example: “Movie with 4 guys in Las Vegas”
Keyword focused Title tag?
Movie where they make fun of Star Wars
Example: “As a cafe owner how can seo help”
Keyword focused Title tag?
#32
Give each page a focus on a single keyword phrase.
Focus on a single keyword phrase?Example: ehow.com
Example: ehow.comFocus on a single keyword phrase?
Example: ehow.com / Last 5 years
SEO Visibilityehow.com
Stock valueDemand Media
-98%
-82%(- 2 Billion $)
Focus on a single keyword phrase?
Noooooooooooo….
#7
Be sure links to your site and within your site use your keyword phrase.
Example: expedia.comHeavy keyword linkbuilding?
• Large number of unusual keyword-rich links pointing to Expedia from blogs & sites.
Example: rapgenius.comHeavy keyword linkbuilding?
• Rap Genius was using link schemes to manipulate Google‘s rankings.
• Google confirmed penalty officially.
#16
If your site content doesn’t change often, your site needs a blog because search spiders like fresh text.
Need a new haircut?
Decision-making byTrust & Popularity
(Quality & User Signals)Want the BEST
hairdresser?
Updating older contentExample: “haircut”
Searchmetrics Suite: Keyword Research
December 16th, 2014
September 18th, 2015
Today
Updating older contentExample: “haircut”
• Marieclaire.com kept the same URL• They update the content slightly to be fresh and follow the user
intention, e.g. just change the title to „… Hair Tips for 2016“ with out new 2016 content
The fall of old SEO tactics…
…the rise of Google’s intelligence
Machine Learning
(ML) ≠ AI
Machine Learning(ML)
Deep Learning Artificial Intelligence
An algorithm that improves over
time
Aims to bridge the gap between ML and AI – solves more complex
problems
Human likeintelligence
Spectrum of Intelligence
• More than 2,500 years old• Played by 40m worldwide• Deemed uncrackable by Machine
Learning/AI (until AlphaGo)
Go – The limits of machine learning
Is Go really that hard?
*Hint: The little number above the 10 is how many 0s you add on the end
(well actually, yes…)
1050 4x1079 – 4x1081
10171
Number of...
in a chess game
in the observable universe
in game of Go
…possible moves
…possible moves
…atoms
Not so simple
That’s…
1,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000
…possible positions!
Deep learning – AlphaGo vs Human
1HumanAlpha Go
4-End result:
5 sets between March 9th and March 15th 2016
“The User Intention you must
think about…”
Search Query & Expectations
???
Example: “costume ideas”
#1 #14
Search Query & Expectations Example: “costume ideas”
http://www.popsugar.com/smart-living/Cheap-Halloween-Group-Costumes-
25300043#photo-25300043
Rank #1
60 part image gallery
Short description
Links to other relevant pagesHigh Social EngagementUser Intention =
Inspiration!
✓
✓
✓
✓
Search Query & Expectations Example: “costume ideas”
https://www.savers.com/halloween/costumes/allRank #14
14 costume suggestions
No product texts
General footer text
User Intention ≠ Shopping!
✗
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Search Query & Expectations Example: “costume ideas”
Analysing industry by industry.
With data-driven insights.
Keyword in Title RANKING FACTORS2016
1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829300%5%
10%15%20%25%30%35%40%45%50%
eCommerce Health
Keyword in Title
T10 Ø: 33%35%
Correlation: -0.04-0.05
RANKING FACTORS2016
1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829300%5%
10%15%20%25%30%35%40%45%50%
eCommerce Health Finance
Keyword in Title
T10 Ø: 33%35% 10% Correlation: -0.04 -0.05
0.04
RANKING FACTORS2016
Backlinks RANKING FACTORS2016
1 3 5 7 9 11 13 15 17 19 21 23 25 27 290
50,000
100,000
150,000
200,000
250,000
300,000
350,000
eCommerce
Referring Domains
T10 Ø: 272,736
Correlation: 0.20
RANKING FACTORS2016
1 3 5 7 9 11 13 15 17 19 21 23 25 27 290
50,000
100,000
150,000
200,000
250,000
300,000
350,000
eCommerce HealthT10 Ø: 272,736 99,526
Correlation: 0.20 0.21
Referring Domains RANKING FACTORS2016
1 3 5 7 9 11 13 15 17 19 21 23 25 27 290
50,000
100,000
150,000
200,000
250,000
300,000
350,000
eCommerce Health FinanceT10 Ø: 272,736 99,526 38,728Correlation: 0.20 0.21
-0.02
Referring Domains RANKING FACTORS2016
1 3 5 7 9 11 13 15 17 19 21 23 25 27 290
10,000,00020,000,00030,000,00040,000,00050,000,00060,000,00070,000,00080,000,00090,000,000
100,000,000
eCommerce Health Finance
Total Number of Backlinks
T10 Ø: 69,6 M 24,8 M9,8 M
Correlation: 0.14 0.15-0.03
RANKING FACTORS2016
Will Google eliminate the relevance of backlinks for
rankings in the future?
Cash advance fresno ca
Backlinks & Internal Links
Rank: 5 Rank: 12
17 Referring Domains21 internal links
52,000 Referring Domains443 internal links
Example: “Cash advance fresno ca”
fast cash credit card
Rank: 6 Rank: 17
5,685 Referring DomainsNo KW in Title
59,780 Referring DomainsKW in Title
Backlinks & Keyword in TitleExample: “Fast cash credit card”
Word Count RANKING FACTORS2016
1 3 5 7 9 11 13 15 17 19 21 23 25 27 291,000
1,500
2,000
2,500
3,000
3,500
FinanceT10 Ø: 1,575 Correlation: 0.09
Word Count RANKING FACTORS2016
1 3 5 7 9 11 13 15 17 19 21 23 25 27 291,000
1,500
2,000
2,500
3,000
3,500
eCommerce Health FinanceT10 Ø: 3,069
2,826 1,575 Correlation: 0.13 0.15
0.09
Word Count RANKING FACTORS2016
natural detox
Rank: 5 Rank 26
Word count = 3,180Internal links count = 375
Interactive elements = 398
Word count = 6,087Internal links count = 395
Interactive elements = 625
Word Count and Interactive ElementsExample: “Natural detox”
Being Relevant
Relevant content:• matches user intention• is logically structured &
comprehensive• offers a good user experience• deals with topics holistically
New Challenge #1
Redundancy
• 2,750,000 results• Only 10 result get traffic
"samsung galaxy s6 edge" price
Redundancy on the web
“Fallout 4 walkthrough”
Redundancy on the web
Galaxy s6
Redundancy on the web
New Challenge #2
Mobile vs Desktop
Mobile Search Query?
A: „Calendar“
B: „Nfl Schedules“
MapsCool Math
Unblocked GamesSolitaireCalendar
MailOffice 365
Nfl ScoresNfl Schedules
Restaurants near meNba ScoresPill identifierMlb Scores
School Closings
Keyword Device SpreadRatio > 70 %
Dating
10 organic results
5 Ads
4 Images
3 News
Translation Widget
Desktop vs MobileExample: “Dating”
4 Ads
6 Apps
3 News
4 Images
2 Organic results!
Example: “Dating”
Desktop vs Mobile
How to stayrelevant?
mortgage
#2
#10
#2
Holistic data-driven Approach
Searchmetrics Suite: Content Optimization
Calculator
Mortgage comparisonRelevant informationHelp section
✓
✓
✓
✓
Holistic data-driven Approach
Calculator
Mortgage comparisonRelevant informationHelp section
✗
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✗
✓
Holistic data-driven Approach
Holistic data-driven Approach
Searchmetrics Suite: Content Performance
2009 2012 TODAY
Content Updates – Example bankrate.com
“The content relevanceyou must think about…”
New Ranking Factors 2016
New Ranking Factors 2016
• Relevance Features with a calculated relevance score.
• Specific Ranking Factors for different industries.
• Available for multiple countries.
Data-driven content analysis
Relevant content to fulfil the user‘s intention
Success in search & all other channels
Industry Standard for Understanding Content Performance
Longest running record of Google™ data
LargestData Set
Interpret Customer Intent
Apple
Watch
Historical Data
Most inputs. More that
just SEO
Only platform with transactional search data
MAY THE SUCCESSBE WITH YOU!