Ranking Correlation Study: Early Data By Cyrus Shepard

#SMX #11a @CyrusShepard

New Ranking Correlation Study: Early Data


Methodology Dr. Matthew Peters, Scientist at Moz


Methodology •  Top 50 Google Results •  ~15,000 Keywords


“Correlation is not causation”

but it sure is a

HINT Edward Tufte


why HINTS are important Nobody knows what the rankings factors are •  Machine Learning, i.e. Panda •  User inputs, i.e. engagement

https://moz.com/blog/seo-correlation-causation


An example…

“Are .com domains associated

with higher rankings?”


org com

info

net

edu biz

-0.01 correlation

“No”


org com

info

net

edu biz

-0.04 correlation

Little difference between TLDs


org com

info

net

edu biz

% of Each Feature in Top 50

10.7% 77.5%

0.2%

2.3%

2.4% 0.1%


Links – a more significant relationship



Question:

“Can I rank without links?”


The Data Says: 73.5% of pages had at least 1 external link 99.8% of subdomains had external links *Seems unlikely


Anchor Text – very strong!


Keyword in Title Tag - Kinda weak!


Keyword in Title Tags – Does our perception match reality?


But wait…

Perhaps keywords have more relevance than we know…


Social Shares – High correlation, but likely not an actual ranking factor


Social Shares – High correlation, but likely not an actual ranking factor

Decreasing

Increasing


HTTPS / SSL 0.04 Correlation (14.3% of all results) Could be the “tie-breaker” Google claims


Is Schema.org a ranking factor? -0.01 correlation (~0)

http://builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/


Schema.org – Low Adoption

Only found in 1.8% of top 50 results


Schema ≠ Rich Snippets Still recommended: beneficial for other reasons


hreflang tag – moderate correlation

0.14 Correlation (8.2% of results)


Spam Flags: Negative Correlations

1. The site link profile is not trustworthy -0.07



2. Large site without many inbound links -0.07



3. Links to this subdomain come from an unusually small number of pages -0.09



The more spam flags, the higher the probability of penalization

https://moz.com/help/guides/moz-api/mozscape/getting-started-with-mozscape/spam-score


Lowest Correlated Factor: URL length in characters: -0.11

https://mox.com/go?id=1500SHurl4FwdURLA2N04URL.co.ukcMinilien5rTightURL080f4krMyURLqbcShredURLShorlA2N301URL10z18tallcjCanURL491X.sesustained4rangyPiURL7rPiURL9NutshellURLrunning000greatlongish6Dwarfurll1t16URLf0c9MyURLd1920drawn%2Boutenduring1vlastingRubyURLprotracted7804c3lingeringj13c01a135Xil0CanURL11loftyDwarfurlnDigBig7spun%2BoutURLPie6105a3lankya3YATUC184501261expandedq9ShortURLenlarged4ya11longish84high110enlargedv01lasting1r5longishlankyjd66z03stretchedrangym01058TraceURL11c4protractedprolonged14ShortenURL149eUrlTeaBeam.to1002e350awcb213Sitelutions2MetamarkMooURLTinyURLgangling139na71zSnipURL71far%2Boff0URLPietuulnk.in11069ShortURLspread%2Boutenduringenduringsustained7YepItremote96t1ganglingfspread%2Bout7ee6DecentURL1X.setowering2nyk0ShortURLganglingcstretch2400ShortURLb7k1EasyURL10060GetShortyTinyLinkDecentURL80301URLURLCutter2ShrinkURL9spun%2Boutd3A2N1ytalllingering079s6be1X.se0lankyCanURL0URLPies4far%2BoffaoSnipURL2c0b1extensive434SnipURL2q7enduringenlarged3800far%2Breaching102l39w1bMetamarkloftyz0e7SHurl3q1highlingering1elongateremotestretcheddgreat8623785dURl.ierangyfar%2Breaching32protracted14ShrinkURL71Shim16deepShrinkURLgYepItIs.gdjDwarfurlclloftyMooURLkURLcut51301URLdistant00lofty08URLCutterNutshellURL11NutshellURLlofty78stretchingShorl3ganglingShortenURLPiURLPiURLl7continuedoutstretched6protractedhrPiURL1RubyURL31e11Xil4nstretchinguWapURLlengthenedtowering841500u10sustained21x00z1404o41bextensivejdistant0MooURLfaraway9b0rangydistant3deep75URLPie0l5izWapURLt11gdeep50protractedt5a0008lnk.inlofty0elongatedPiURL6URL2fMetamarkym88lengthyNotLong1f8U76b1enduringtx3U761stretchedv4389greatcPiURLa0101Fly2G8LGetShorty0elongatedprolonged790enlarged07A2N0spun%2Boutd11f571continued071DecentURLUrlTeaecTinyURLgreat021i1l9stretchDwarfurld6URL44lnk.int0NutshellURLsrunningprotractedenlarged330great177x8NotLongz04far%2Boffa10091zG8L2Smallr61delongate0050G8L1sustainedCanURL115d29TinyURLDwarfurlFwdURL4NotLong01X.se03ShrinkURL1EasyURLa80deep9b5SnipURLspun%2Boutelongate5030k2qcontinuede5706110LiteURLaDigBig60prolonged00cremoteFhURL4drawn%2Bout1farawayf9s6ShortenURLe

Use short, human-readable URLs!


Highest Correlated Factor Page Authority: +0.39

https://moz.com/learn/seo/page-authority


Thank you! Watch for the full study this summer!

Cyrus Shepard Director of Audience Development

Internet

Ranking Correlation Study: Early Data By Cyrus Shepard