[US] The Periodic Table Of SEO Ranking Factors: 2015/16 Edition - Daniel Furch

#SMX #11a @DanielFurch

The Periodic Table Of SEO Ranking Factors: 2015/16 Edition

DANIEL FURCH

Milan 11/12/2015


Head of Content Marketing Searchmetrics

Study of Linguistics and Literature in Berlin

Not a classic SEO, but I love Data

DANIEL FURCH


Made with love in Berlin

>180 passionate people

Innovator in SEO Software & more since 2005

San Mateo New York

London Paris



Differences from #1 to #30 / 10,000 Keywords


Correlation vs Averages

𝜌2014 = 0.00

𝜌2015 = 0.00

Ø = 96%

Ø = 20%

Shar

e /

Co

un

t o

f…

Ranking


Correlation ≠ Causation


RANKING FACTORS 2015 Rank Correlation Top 30

Google.com



Google.com





Decline of (poor content) keyword domains


Search Engine Optimzation Search Experience Optimzation

Experience

1.

2.

3.

4.

5.

etc.

Algorithm



Google.com


LINKS?

Where we‘re going, we don‘t need LINKS.




Google.com

RANKING FACTORS 2015 User Signals

100%

50%

0%

Is the User happy?

http://www.google.com/url?sa=i&source=imgres&cd=&cad=rja&uact=8&ved=0CAkQjRwwAGoVChMIi9z_0Oq8yAIVDN0sCh1pwQN6&url=http://www.verusglobal.com/wp/?p%3D4374&psig=AFQjCNF5LOrccC48fw8Zu2nTeW6dn0g-yA&ust=1444735864085213


Humans like order!


Structure: Bullet Points / Lists

Lorem Ipsum Dolor

1. Lorem 2. Ipsum 3. Dolor

Unordered List Ordered List

Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet.

Text


+10%




Google.com



#1 no man‘s land


SEO Visibility


SEO Visibility


+~5%


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

What’s behind?


thekitchn.com/how-to-boil-eggs-perfectly-every-time…

Keyword Density „boiled eggs“


HOLISTIC WEBSITES


HOLISTIC WEBSITES 464 #1


SEO Visibility - thekitchn.com


2014 2011 2015

Image

Image

Image

Image

Content

Content Image

Video

Content/ Structure


Get the paper!

RANKING FACTORS

2015

searchmetrics.com/us2015

TAKEAWAYS

Technical Content

Structure

Track + Improve Continuously!

User Experience

Classic SEO Measures Holistic / Relevant / Topics (Description, Tags, Sitespeed) (No Keyword Focus, Larger)

(Internal Links, Visual Structure)


THANK YOU!

Join us @searchmetrics

slideshare.net/searchmetrics

Internet

[US] The Periodic Table Of SEO Ranking Factors: 2015/16 Edition - Daniel Furch