Marcus Tober: The Search [R]Evolution #SEJSF

The Search (R)EvolutionRanking Factors after Hummingbird, the Panda Update and the Future of Search

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

Description existing

𝜌2014=0.05

Description existing – vs. 2013

~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

DESKTOP

Click to edit Master title styleRanking Factors Mobile – OnPage Technics

MOBILE

DESKTOP

Sitespeed

Click to edit Master title styleRanking Factors Mobile – OnPage Content

MOBILE

DESKTOP

Filesize

Click to edit Master title styleRanking Factors Mobile – OnPage Content

MOBILE

DESKTOP

Text Length (Characters)

~7.500~6.000

Click to edit Master title styleRanking Factors Mobile – Backlinks

MOBILE

DESKTOP

Number of Backlinks

Click to edit Master title styleRanking-Factors Mobile – Social

MOBILE

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?

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

Query A1

Hummingbird

Query A6

Query A5

Similar (or even synonymous) Keyword Queries

Query A2

Query A4

Query A3

SERP A

Analysis 1:SERP Diversity

Diversity of SERPs

All Keywords

Diversity of SERPs

All Keywords

~6%~2.5%

What happened?

Week 332013

1Week 45

2Week 03

Ooops!

Week 332013

1Week 45

2Week 03

10 104

Diversity of SERPs

Keywords with Question Words What, Where, Who, How, Why …

~6%~10%

SERP C

SERP A

SERP B

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

SERP A

SERP B

HummingbirdSERP

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

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!

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

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

What‘s the goal of SEO for 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

TechniquesContent

twitter.com/searchmetricsfacebook.com/searchmetrics

THANK YOU FOR YOUR TIME

Marcus Tober: The Search [R]Evolution #SEJSF

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