Search Engine Ranking Factors Demystified: SEO Signals

©2007 Market Motive, Inc.

Todd MalicoatOnline Marketing Consultant, Stuntdubl.com

Search Ranking Factors Demystified

About Me

About Me

About Me

Not a Data Scientist…

Not a Futurist…

http://afflictor.com/tag/steve-mann/

Google Patents Make My Nose Bleed…

“Old School” SEO

When SEO Dinosaurs Ruled the SERPS…

SEOMoz Top 10 Ranking Factors - 2005

1. Title tag2. Anchor Text of Links3. Keyword Use in Document Text4. Accessibility of Document5. Links to Document from Site-Internal Pages6. Primary Subject Matter of Site7. External Links to Linking Pages8. Link Popularity of Site in Topical Community9. Global Link Popularity of Site10. Keyword Spamming

http://moz.com/blog/ranking-factors-version-2-released

What is SEO?

Knowing what the search engines want and giving it to them…

***

- David Naylor, CEO Bronco

http://www.bronco.co.uk/

What is SEO?

Knowing what the search engines want and giving it to them…

…so hard they f’n bleed

http://www.threadwatch.org/node/9349

Ranking Factors – Circa 20071. Keyword Use in Title Tag 2. Anchor Text of Inbound Link3. Global Link Popularity of Site4. Age of Site5. Link Popularity within the Site’s Internal Link Structure6. Topical Relevance of Inbound Links to Site7. Link Popularity of Site in Topical Community8. Keyword Use in Body Text9. Global Link Popularity of Linking Site10. Topical Relationship of Linking Page11. Quality/Relevance of Links to External Sites/Pages12. Age of Document13. Keyword Use in H1 Tag14. Amount of Index-able Text Content15. Age of In-Bound Link16. Topical Relationship of Linking Site17. Relevance of Site’s Primary Subject Matter to Query18. Keyword Use in Domain Name

The Algorithm Killed Jeeves

http://theinspirationroom.com/daily/2007/askcom-algorithm-billboards/

The Algorithm is From New Jersey…

http://theinspirationroom.com/daily/2007/askcom-algorithm-billboards/

Algorithm Return Query ResultsDomain Authority and Page Authority

Trump CardDomain Authority and Page Authority

Algorithms Return Query Results

SE Ranking Factors

• Factors• Variables• Signals• Indicators

http://searchengineland.com/guide/seo

http://moz.com/search-ranking-factors


SE Ranking Factors

The Problem With Correlation Data…

https://moz.com/local-search-ranking-factors

1-10 Scale of Influence

https://moz.com/search-ranking-factors/survey

SEO & Link Building Gets Tedious…

https://www.brightlocal.com/learn/local-seo-industry-survey/

The 4 Dimensions of SEO

9 Influential Search Ranking Factors

1. Domain Level Link Authority2. Page Level Link Authority3. Page Level Keywords & Content4. Page Level Keyword Agnostic Features5. User Traffic/ Query Data6. Domain Level Brand Metrics7. Domain Level Keyword Usage8. Domain Level Keyword Agnostic Features9. Page Level Social Metrics

Overview

• What’s Changed in the Google Black Box – 10 min• 4 Dimensions of SEO - 10 min

What Changed in Google Black Box?1. Increase in Rich Answers2. CTR in SERPS3. Mobile Growth & Distinctions4. Google+ Changes5. Vertical “Features” in Search6. Heavier “Localized Organic” Integration7. “SnackPack” Local Results

The Google Black Box

• Over 200 Ranking Factors• Shifting, Evolving Algorithm• “Core Algorithm”

The “Core Algorithm”

Gary Illyes

http://searchengineland.com/google-explains-what-it-means-to-be-part-of-the-core-algorithm-240681

…Focus on your website, and don’t worry about chasing interesting algorithm information…

On Ranking Factors, Updates, and Business… “Build a better mousetrap, and the world will beat a path

to your door”-Ralph Waldo Emerson

“…Build better mousetraps…”- Matt Cutts

Rich Answershttps://www.stonetemple.com/the-rise-of-rich-answers-in-google-search-future-of-digital-marketing/

We found that Google had indeed been increasing the number of queries getting rich answers. In our test query set, the percentage of queries that returned a rich answer rose from 23% to 31% in six months, an increase of nearly 40%.

https://www.stonetemple.com/the-rise-of-rich-answers-in-google-search-future-of-digital-marketing/

Rank Brain UpdateThe Machine’s Are Learning…

Rank Brain UpdateThe Machine is Learning… V.I.K.I

Rank Brain UpdateThe Machine is Learning… V.I.K.I

Rank Brain UpdateSomeone Call Del Spooner

Rank Brain UpdateThe Machine is Learning…

Will They Learn My Favorite Fishing Spot?

The Machine is Learning…

https://moz.com/blog/a-poorly-illustrated-guide-to-googles-algorithm

The Google Black Box

• Over 200 Ranking Factors• Shifting, Evolving Algorithm• “Core Algorithm”

2015 Ranking Factors – Search Metrics

http://www.searchmetrics.com/knowledge-base/ranking-factors-infographic/

#1 Click Through Rates/ Engagement• CTR• Pogo sticking/ Time to Long Click• Time on Site

CTR has the Highest Correlation to Rankings• CTR• Pogo sticking/ Time to Long Click• Hard to influence

http://www.searchmetrics.com/knowledge-base/ranking-factors-infographic-2015/

High Bounce Rate / “Pogosticking”

http://www.blindfiveyearold.com/time-to-long-click

Tinfoil Hat On…

http://dejanseo.com.au/fun/google-skynet

On Skynet Bait and Switches…

Localized Results vs. Pack Results

Q4 2014

New Localized Results vs. Old Pack Results

Why Claiming Google+ Local Listings is Important

• Carousel Results• Managing reviews• Managing reputation• Top generic searches• Branded searches• Knowledge graph• Managing updates• Managing offers

Localized Results vs. Pack ResultsQ1 2015

Hotels WebsiteQ1 2011391,244 Organic Traffic

Hotels WebsiteQ1 2013 – 8,191 organic visitors

383,053k organic decline

Hotels WebsiteQ1 2015

45,355 Organic Visitors

…not a Penalty

Localized “Feature” Results

http://recode.net/2015/11/24/google-says-local-search-result-that-buried-rivals-yelp-tripadvisor-is-just-a-bug/

Mobile OneBox Displacement


Mobile OneBox


Foursquare and ZocDoc saw more than a fifth of their traffic diverge and TripAdvisor saw a whooping 50.54 percent “misdirected” mobile visits, according to Yelp.

Biggest Losers in 2015…

https://moz.com/blog/brands-that-won-and-lost-google-2015

Yelp gave up its #4 position in 2015 to YouTube, and seemed to suffer from some of Google's local changes this year.

http://www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking

85 Search “Features”

Local Search “Features”85 “Search Features”

– Maps– Knowledge Graph– Carousel– Mobile Click to Call– Etc…

https://moz.com/blog/google-glossary

Features – Knowledge Graph Box• Maps• Places vs. Plus Local• Venice Update• 85 “Search Features”• Knowledge Graph• Carousel• National localized Search• Mobile Click to Call• Geo-targeted results

Features - Maps• Maps• Places vs. Plus Local• Venice Update• 85 “Search Features”• Knowledge Graph• Carousel• National localized Search• Mobile Click to Call• Geo-targeted results

Google SoLoMo CONVERGENCE

• Social = Google+• Local = +local/places• Mobile = Android/ Chrome

2015-2016 …CONVERGENCE

Local Growth

• Local is Big (and growing)• Mobile is Big (and growing)• Google Dominates Search (70%+)• Google Dominates Mobile• Google Dominates Local• Google is the 800 lb. Gorilla of Local Search

Google Local Search

30% of 100B searches / month have local intent

30 Billion Local Monthly Searches

Local Ecosystem – Google

• 540+ Million Users on Google+ in 2 years• Avg. 3.5 Billion Queries / day*• Over 100 Billion Queries / month**• Over 1 Billion Android devices activated***• Over 30M click-to-calls/ mo. ****

*http://www.statisticbrain.com/google-searches/**http://www.statista.com/topics/1001/google/chart/898/number-of-searches-handled-by-search-engines-worldwide/***http://techcrunch.com/2013/09/03/google-announces-1b-total-android-activations-names-next-version-kitkat/****http://smallbiztrends.com/2013/02/mobile-search-statistics-facts.html

Location Enabled Services Mass Adoption

= Heavier “Localized Organic” Integration• “SnackPack” Local Results• More Mobile Growth• Google+ Divorce• Increased Knowledge Panel

https://www.internetretailer.com/2013/09/12/more-smartphone-owners-rely-location-based-services

More Mobile Growth

Locally Relevant to Broad Term

http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

More Mobile Growth• Heavier “Localized Organic” Integration• “SnackPack” Local Results• More Mobile Growth• Google+ Divorce• Increased Knowledge Panel

http://www.statista.com/statistics/284202/mobile-phone-internet-user-penetration-worldwide/

Pigeon

“The User is the New Centroid”

http://searchengineland.com/58-local-marketeers-will-change-tactics-pigeon-update-208812

http://moz.com/blog/pigeon-advice-from-local-seos

LESS Influence - Proximity of Address to Centroid

More Influence Searcher to Business Distance

Post Pigeon

http://searchengineland.com/58-local-marketeers-will-change-tactics-pigeon-update-208812

Pigeon

https://moz.com/blog/the-month-google-shook-the-serps

10…to 7…to 3…to…??

• “Snack Pack”

• Reviews/ Location

• Less “Organic”

Features – Click to Call

Localized Organic IntegrationsLocally Relevant to Broad Term

Top Local Search Ranking Factors 2015-2016

1. GoogleMyBusiness signals2. External local signals3. Review signals4. Social signals5. Mobile signals6. Link signals7. On-page signals8. Personalization

10 Influential Local Search Ranking Factors

1. Domain Authority of Website2. Quality/Authority of Inbound Links3. Product/ Service in GMB Business Title4. City/ State in GMB Landing Page Title5. Consistency of Structured Citations6. Topical Keyword Relevance of Domain Content7. Diversity of Inbound Links to Domain8. Geographic Relevance of Domain9. Physical Address in City of Search10. City/ State in Website Title Tags

Top 7 Local Competitive Difference Makers

1. quality/authority of structured citations2. quality/authority of inbound links to domain3. quantity of reviews by authority reviewers4. consistency of structured citations5. quantity of citations from industry relevant domains6. domain authority of website7. quantity of citations from locally-relevant domains

Localized Results vs. Pack Results

• No Organic for Commercial Phrases

• Lead Gen Aggregators

Google +

• Create URL Best Practices for Subdirectory• Document Internal Linking Structure• Begin Migration Documentation• Research & Document Link Reclamation• Goal Value Attribution to Analytics

http://www.slideshare.net/WordStream - Larry Kim

http://www.slideshare.net/WordStream

Google+ Local Divorce• Google Places = Google My Business• Less Emphasis on G+

Google+ Local Divorce

What Changed in Google Black Box?1. Increase in Rich Answers2. CTR in SERPS3. Mobile Growth & Distinctions4. Vertical “Features” in Search5. Heavier “Localized Organic” Integration6. “SnackPack” Local Results7. Google+ Changes


• Page dimension• Domain dimension• Keyword dimension• Off site dimension


Why Do Web Pages Rank?



Page Dimension

The 4 Dimensions of SEO• Page QUALITY• Domain AUTHORITY• Keyword RELEVANCE• Off site VALUE

The individual web page document being analyzed for the search results. Page quality is made up a variety of factors including:• On Page Content• Title Tag• Meta Description• Synonymous Language• User Time On Page

Page Dimension – What is it?

The 4 Dimensions of SEO – why is it important?

• A webpage ranks in SERPs• Page level link value• Page level keyword relevance

Page Dimension: Title Tag

Page Dimension: Body Text

• Text driven content• Topical

Page Dimension – Site Organization

• Cabinet = Domain• Drawer = Category URL• Folder = Subcategory URL• File = File (images, pdf, css, etc.)• Document = URL / Document type• Labels = Webpage Title

Page Dimension – Site Organization/ URL Structure

SEO Best Practices – 7 URL Parts

http://www. Miamifishing .com /what-we-catch/ atlantic-sailfish #sailfishsize

http://www/

Extension-less URLs give flexibility for future changes.

Page Dimension – Site Organization

Page Dimension: Webpage header files (headers)

Server response codes– 301– 404– 200– 410

http://www.internetmarketingninjas.com/header-checker/

Page Dimension: Page Level Link Value

• Root Linking Domains• Total Links• Page Authority

http://opensiteexplorer.com


Domain dimension


• Domain dimension• What is it• Why is it important

Domain Dimension – What is it?

Any variables that relate to the trust, authority, or effects on a webpage’s rankings relating to the entire domain as a whole (including subdomains)

– Often called root level, site level, or top level– Examples:

• Site Index Size• Unique linking domains to the entire domain• Social media mentions to the entire domain• Total links to the entire domain• Trust or authority of links to the entire domain• Keyword in domain

Domain Dimension: Website Domain TLD/ URL

• TLD• URLs

http://cometrics.co/statistics/ttl-domain-usage-stats/

Domain Dimension: Exact Match/ Partial Match

• Partial = TopGunMiami.com» MarauderFishing.com

• Exact = MiamiFloridaFishingCharters.com» MiamiFishing.com

Domain Dimension: Site Index Size

• TLD• URLs

Domain Dimension: Web Server / Site Platform

• Linux, Apache, MySQL, PHP (LAMP)• Internet Information Services (Windows IIS)• Builtwith.com

http://news.netcraft.com/archives/2013/10/02/october-2013-web-server-survey.html

Domain Dimension: Webpage Speed/ Performance

Fast Pages Retain Users

http://blog.kissmetrics.com/loading-time

Domain Dimension: 404 page

Serve Custom 404

http://stuntdubl.com/404

Off-Site Dimension of SEO

Off site dimension• What is it?• Why is it important



Off site dimension


Any factors that affect a webpage’s rankings that occur off the domain that is in the search result

Examples:• Inbound link metrics (quality, quantity, etc.)• Root linking domains• Strongest linked pages on a domain• Keywords in anchor text• Social mentions

– Tweets– Facebook likes/shares

• Brand mentions/signals

Why is it Important?

• Link Authority• Site Trust• Social Signals• Link Signals• Brand Signals

Off-Site Dimension• Links• Social Mentions

https://moz.com/researchtools/ose/

Page Authority from Link Value

http://moz.com/tools/seo-toolbar

Link Building Is Boring…and Hard…

https://www.brightlocal.com/learn/local-seo-industry-survey/

Negative Off Site Signals

• “Un-Natural”– Anchor text distribution– Domain authority distribution– Amount of links from penalized sites– Excessive amount of a single link type– Excessive “run of site” links

• Lots of low quality links (negative SEO)• Low clickthrough• Low/No traffic validation (referral data)• No social validation


Keyword/ Other Dimension– What is it?– Why is it important?– Examples

Keyword/ SERP Dimension - What is it?

Any variables or factors including query features that impact a web page or domain’s rankings for specific keywords.

Examples:• Bounce Rate• User time on site• Inbound linking anchor text• Vertical/ Blended Search• Local Search “Features”• Use of Other Media (video, audio, images)• Authorship• Negative Factors• Offsite Duplicate Content• “Over-Optimization”• Filters/ Penalties

Keyword/ SERP Dimension - What is it?

Any variables or factors including query features that impact a web page or domain’s rankings for specific keywords.

– Examples:• Bounce Rate• User time on site• Inbound linking anchor text• Keyword on page

Why’s Everyone Trying to Kill Keywords and SEO?• Landing Pages + Rank Tracking• Focus on Organic Visibility

Why’s Everyone Trying to Kill Keywords and SEO?• Landing Pages + Rank Tracking• Focus on Organic Visibility

Hummingbird Update15th BirthdaySearch Engine Overhaul

Hummingbird Update15th BirthdaySearch Engine Overhaul

https://moz.com/blog/hummingbird-unleashed

http://moz.com/blog/determining-relevance-how-similarity-is-scored


Query Processing & Keyword Relevance Scoring

Local Search “Features”85 “Search Features”

– Maps– Knowledge Graph– Carousel– Mobile Click to Call– Etc…

https://moz.com/blog/google-glossary

Keyword Relevance Scoring

Comparing use of keywords and synonymous terms for 3 other dimensions:• On Page elements and content• Domain wide elements and content• Off site reference from links and mentions

Useful for:• Improving results based on aggregate user data• Understanding language patterns

Is SEO “Constantly Changing”?

On Algorithm Changes…

Google has stated publicly (under oath, in fact) that they made 516 updates in 2010. The numbers for 2011 and 2012 appear to be on par with that. On average, that’s 1.4 updates every day.

We’re chasing two runaway animals while an entire zoo is stampeding toward Grandma’s house, and we’re too often doing bad SEO along the way.

http://moz.com/blog/the-bigfoot-update-aka-dr-pete-goes-crazy

http://moz.com/google-algorithm-change

The 4 Dimensions of SEO• Page QUALITY• Domain AUTHORITY• Keyword RELEVANCE• Off site VALUE

Review

• What’s Changed in the Google Black Box• 4 Dimensions of SEO

Resources

• http://searchengineland.com/seotable• http://moz.com/search-ranking-factors• http://moz.com/blog/seo-correlation-causation• http://www.searchmetrics.com/knowledge-base/ranking-factors/• http://www.seobythesea.com• https://moz.com/blog/the-month-google-shook-the-serps• http://backlinko.com/google-ranking-factors• http://www.seobook.com

http://moz.com/search-ranking-factors

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

http://www.searchmetrics.com/knowledge-base/ranking-factors/

http://www.seobythesea.com/

http://backlinko.com/google-ranking-factors

http://backlinko.com/google-ranking-factors

http://www.seobook.com/

Thank You!

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