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Marcus Tober
London, England
17th October, 2016
WHY USER-FOCUSED CONTENT IS THE DEATH OF RANKING FACTORS
• Founder and CTO of Searchmetrics
Marcus Tober
• In love with SEO and SEARCH since 2001
• Study of computer science in Berlin
3
THE FUTURE ISDATA (SCIENCE)
DRIVEN
4
IN TWENTY YEARS, THERE WILL BE NO VEHICLES DRIVEN BY HUMANS ANYMORE.
STATIC FLEXIBLE ADAPTABLE?
THE EVOLUTION OF RANKING FACTORS
In the past In the present In the future
Be Formless.
Shapeless.
Like water.
When you put water into a…
Cup,It becomesthe cup
Bottle,It becomesthe bottle
Teapot,It becomesthe teapot
Water can flow. Or it can crash.
Be water, my friend.
Updates/Algorithm ChangesMachine Learning/Rankbrain
Rankings
Search is flexible now
Ranking FactorsRelevance Evaluation
ALGORITHM
Users
integratedintegrated
Real-timeEvaluation
Real-timeEvaluation
The Ranking Factors are not rigid anymore, they
adapt to the SEARCH INTENTION.
Just like water that changes it shape when you put it
into a cup, bottle or teapot;
Ranking Factors can and must be
shaped into a specific industry/ user intention.
However:
There are still factors that
every industry should follow
in order to have success.
H2O
The Ranking Factors are not
rigid anymore, they are
formless, shapeless and
they adapt to the object.
Geoffrey Hinton a.k.a.
“The Godfather of
Deep Learning”Leading Researcher, Google
Legend in Neural Network Research. World renowned A.I. researcher.
Invented some of the core algorithms of Deep Learning back in the 80s
Working with Google since 2011
New novel concept:
Thought Vectors
Geoffrey Hinton
Capturing thoughts…
IMAGINE EMPTY SPACE
Every word gets a position in space
Cologne
Hamburg
Berlin
Munich
Visualizing RankBrain
Query sentences get a position in space.
What’s the weather going to be like in Bavaria?
Weather Forecast Bavaria
Visualizing RankBrain
Queries and results get a position in space
Q
Result Scoring
R
R
Visualizing RankBrain
Machine Learning
(ML) ≠ AI
AlgorithmDesire
• Answer to questions
• Best User Experience
• Smooth User Journey
• Crawlability
• Technical requirements
• Evaluation of Relevance
Online-ContentRelevance for Human AND Machine
“Knowing is not enough,
we must apply.
Willing is not enough,
we must do!”
Bruce Lee
1.
You are aware you need to create good content, but being
aware is not enough. You have to take action.
2.
And even if you really want to be successful but you don’t apply
the most effort you can, you won’t be successful.
3.
Without a clear knowledge of what to do, action is based on
guesswork. Use the best information/source you can get.
1.
ACTION
2.
EFFORT
3.
DATA
BE CREATIVE AND ADD WHAT IS SPECIFICALLY YOUR OWN.
But I still haven‘t found what I‘m looking for!
Health E- Commerce Finance
Travel Media
Different Industries, Different Ranking Factors
WHY?
Because each Industry has to deal with different
Search Intentions.
Spender Backpacker Intellectual
User Intention
With the evolution of machine-learning approaches,
like RankBrain, coupled with the importance of
content relevance, old-fashioned SEO tactics have
died a sudden death – and traditional ranking
factors are following suit.
Today´s challenge for every digital marketer it is to
uncover specific user intent.
Backlinks
In times of self-evolving Machine Learning/Deep Learning algorithms,
backlinks just become one out of many many other factors
Spender
Wants best product.
A spender is not worried about money.
His user intention is to find the best
product no matter what the price is.
luxury rolex watch
Wants cheapest offer.
A backpacker needs to save every penny,
but at the same time he wants to visit
the coolest possible locations.
Backpacker
cheapest bus ticket
Wants valid information.
An intellectual person is hoping to find
the most relevant and valid information
on the web.
Intellectual
Plato´s allegory of the cave
Search Query & ExpectationsExample: „costume ideas“
???
http://www.today.com/style/61-awesome-
halloween-costume-ideas-its-not-too-late-
steal-t2741
Rank #1
60+ part image gallery
Short description
Links to relevant pages
High Social Engagement
User Intention = Inspiration!
✓
✓
✓
✓
Search Query & ExpectationsExample: „costume ideas“
https://www.savers.com/halloween/costumes/allRank #16
14 costume suggestions
No product texts
General footer text
User Intention ≠ Shopping!
✗
✗
✗
Search Query & ExpectationsExample: „costume ideas“
Introducing NEW RANKING FACTORS 2016 –SEARCHMETRICS
coming in November…
Google.com
*NEW RANKING FACTORS 201610x more complex
Industry
Topic/Search Intention
Topic A
Topic B
Topic C
Topic D
Topic E
Health Finance eCommerce Media Etc.
You?
Generally, well ranking pages have longer texts.
So there is a correlation…
BUT
For some searches, results with shorter text
are the best result for the user experiece.
What does that mean for Ranking Factors?
Content need to be differentdepending on User Intention
500
1.000
1.500
2.000
2.500
3.000
1 3 5 7 9 11 13 15 17 19
Desktop 2016 Desktop 2015
Ø Top10 2016: 1,633 2015 : 1,285
𝜌 2015 = 0.07
𝜌 2016 = 0.05
+21%
Word Count
Google.com
If someone searches for: best short hairstyles
What they probably want to see is less text are more images
or image galleries
If someone searches for: Plato´s allegory of the cave
What they probably want to see is valid and structured info
and more text
If someone searches for: x-box unboxing
What they probably want to see is a video and no text
Different IndustriesDifferent Ranking Factors Google.com
Health E- Commerce Finance
1.000
1.500
2.000
2.500
3.000
3.500
1 3 5 7 9 11 13 15 17 19
Finance
Word Count
Google.com
T10 Ø: 1575 Correlation: 0.09
1.000
1.500
2.000
2.500
3.000
3.500
1 3 5 7 9 11 13 15 17 19
eCommerce Health Finance
Word Count
Google.com
T10 Ø: 3069 2826 1575 Correlation: 0.13 0.15 0.09
1.000
1.500
2.000
2.500
3.000
3.500
1 3 5 7 9 11 13 15 17 19
eCommerce Health Finance Desktop 2016
Word Count
Google.com
T10 Ø: 3069 2826 1575 1633Correlation: 0.13 0.15 0.09 0.05
Ø
0%
10%
20%
30%
40%
50%
60%
1 3 5 7 9 11 13 15 17 19
eCommerce Health
Keyword in Title
Google.com
T10 Ø: 33% 35% Correlation: -0.04 -0.05
0%
10%
20%
30%
40%
50%
60%
1 3 5 7 9 11 13 15 17 19
eCommerce Health Finance
Keyword in Title
Google.com
T10 Ø: 33% 35% 10% Correlation: -0.04 -0.05 0.04
0%
10%
20%
30%
40%
50%
60%
1 3 5 7 9 11 13 15 17 19
eCommerce Health Finance Desktop 2016
Keyword in Title
Google.com
T10 Ø: 33% 35% 10% 54% Correlation: -0.04 -0.05 0.04 -0.04
Ø
0
50.000
100.000
150.000
200.000
250.000
300.000
350.000
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29
eCommerce
Referring Domains
Google.com
T10 Ø: 272736Correlation: 0.20
0
50.000
100.000
150.000
200.000
250.000
300.000
350.000
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29
eCommerce Health
Referring Domains
Google.com
T10 Ø: 272736 99526 Correlation: 0.20 0.02
0
50.000
100.000
150.000
200.000
250.000
300.000
350.000
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29
eCommerce Health Finance
Referring Domains
Google.com
T10 Ø: 272736 99526 38728 Correlation: 0.20 0.21 -0.02
SO…
SEO tactics have died and Traditional Ranking Factors are fading away
However…
Traditional Ranking Factors
Why SEO is not dead
Startpoint of Purchases
Source: Forrester/ Internet Retailer B2B Buying And Selling Online Survey 2014
92% of Business Purchases
start with Search
81% of Shoppers Research Online before buying
Source: Adweek/ +GE Capital Retail Bank’s Major Purchase Shopper Study 2015
B2B B2C
Good site architecture
Relevant link structure
Basic tag usage and structure
Page Load Time
Basic technics features are still important
0
20
40
60
80
100
120
140
160
1 3 5 7 9 11 13 15 17 19
Desktop 2016 Mobile 2016
Ø Top10 Desktop: 126
Ø Top10 Mobile : 71
Interal Link Count
Google.com
6
7
8
9
1 3 5 7 9 11 13 15 17 19
Desktop 2016 Mobile 2016
Ø Top10 Desktop: 7.84 sec
Ø Top10 Mobile : 6.98 sec
Page load timeSeconds Google.com
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 3 5 7 9 11 13 15 17 19
Desktop 2016 Mobile 2016
Ø Top10 Desktop: 85%
Ø Top10 Mobile : 75%
Page has H1
Google.com
HOW TO STAY RELEVANT?
The user needs to feel happy with the result.
User Experience
But businesses often fail in providing the right content
for the respective user intention
?
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
1 3 5 7 9 11 13 15 17 19
Desktop 2016
Click-Through Rate
Google.com
𝜌 = 0.46
0
50
100
150
200
250
300
350
400
1 3 5 7 9 11 13 15 17 19
Desktop 2016
Time on SiteSeconds
𝜌 = 0.11
Structured Content.
• Paragraphs
• Numbered Lists
• Bullet Points
• Readable
• Consumeable
20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
1 3 5 7 9 11 13 15 17 19
Desktop 2016 Desktop 2015
Ø Top10 2016: 50%2015 : 43%
+7%
Page has Bullet Point List
Google.com
Feel safe, use HTTPS.
Whether you're booking tickets,
buying clothes or purchasing items
from an auction site, shop safely and
securely online using HTTPS.
0%
10%
20%
30%
40%
50%
60%
70%
1 3 5 7 9 11 13 15 17 19
Desktop 2016 Desktop 2015
Ø Top10 2016: 45%2015 : 14%+31%
HTTPS
Google.com
𝜌 = 0.19
There are still factors that every industry should follow in order to
have success. And these are specific for each industry.
But today that is not enough. Thanks to new algorithms, combined
with machine learning and its capacity to analyze websites,
content became a key for success.
The quality, relevance and uniqueness of your content is
understood and judged by Google, who in case of finding it
relevant will benefit you with better results.
Content Structure
Content-Relevancecan be analyzed by structure
AND
It actually has the
highest impact on rankings
Landing Page
XXXXXXXXXXXXXXXXXXXKEYWORDXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXKEYWORDXXXXXXXXXXXXXXXXXXX
Image
Image
XXXXXXXXXXXXXXXXXXXKEYWORDXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXKEYWORDX
XXXXXXXXXXXXXXXXXXXXXXXXXXKEYWORDXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXKEYWORDXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
search query
Relevance of content without keywords to search query
Remove keywords from text
search query = keyword
Content RelevanceNEW Factor 2016 Google.com
0,10
0,11
0,12
0,13
0,14
0,15
0,16
0,17
0,18
0,19
1 3 5 7 9 11 13 15 17 19
Desktop 2016
Content RelevanceNEW Factor 2016 Google.com
𝜌𝐷𝑒𝑠𝑘𝑡𝑜𝑝 = 0.04
security camera systems
10 out of top 10
e-commerce websites for this
keyword have an
„add to cart“ function
above the fold
Keyword: “security camera systems”
E-COMM Introducing Relevance
security systemssecurity camera systems
10x Shopping Cart
Keyword: “security camera systems”
E-COMM
3x Shopping Cart
+
Google Shopping Integration
4x Vendor
3x Information
(Blog, Reviews etc.)
+
Google News Integration
Transactional Informational
Introducing Relevance
Topic ExplorerTOPIC:„security system“
Topic Explorer
„security system“YELLOW
„[…]camera system“BLUE
TOPIC:„security system“
Search Intention
Related QuestionsTOPIC:„security system“
Relevant Terms and PhrasesTOPIC:„security system“
Content Live EditorTOPIC:„security system“
Searchmetrics Content Experience Suite
1.
2.
3.
“Adapt what is useful, reject what is useless,
and add what is specific your own”
Bruce Lee
Quality, Relevance and Uniqueness of Content
Be water, my friend.