What are the Most Important Ranking Factors by Marcus Tober
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From SMX East 2013 - What are the most important search ranking factors by @MarcusTober - #SMX #13B

From SMX East 2013 - What are the most important search ranking factors by @MarcusTober - #SMX #13B

Slide deck from Marcus Tober of Search Metrics

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What are the Most Important Ranking Factors by Marcus Tober Presentation Transcript

  • 1. WHAT ARE THE MOST IMPORTANT SEARCH RANKING FACTORS? # Marcus Tober SearchMetrics @marcustober #SMX #13B October 1, 2013 #
  • 2. Founder of Searchmetrics I‘m in love with SEO and search since 2001 Study of computer science in Berlin, so I’m the techie
  • 3. Made with Love in Berlin 120 passionate People Innovator in SEO Software since 2007 Follow us twitter.com/searchmetrics facebook.com/Searchmetrics
  • 4. Business Product Website
  • 5. World Wide Web
  • 6. Ranking S
  • 7. Wait… …there‘s one more thing
  • 8. Click!
  • 9. What do users click, like, share…? Relevant Content!
  • 10. Ranking Factors – US 2013 10/1/2013 ® Searchmetrics Inc. 2013 │Page 16 • Basis: • google.com / bing.com • Top 3 SERPs • 10.000 Keywords • Organic • Objectivity • Average Values according to the respective Position/s in the SERPs • Correlation ≠ Causation
  • 11. Google Ranking Factors US 2013 10/1/2013 ® Searchmetrics Inc. 2013 │Page 17
  • 12. Ranking Factors – US 2013 10/1/2013 ® Searchmetrics Inc. 2013 │Page 18 Algorithm Changes
  • 13. Google Ranking Factors US 2013 vs 2012 10/1/2013 ® Searchmetrics Inc. 2013 │Page 19 Change
  • 14. Google Ranking Factors US 2013 vs 2012 10/1/2013 ® Searchmetrics Inc. 2013 │Page 20 EMD Panda Penguin
  • 15. Bing Ranking Factors US 2013
  • 16. vs
  • 17. Ranking Factors US 2013 Google vs Bing 10/1/2013 ® Searchmetrics Inc. 2013 │Page 23 Difference in Numbers – URLs
  • 18. Ranking Factors US 2013 Google vs Bing 10/1/2013 ® Searchmetrics Inc. 2013 │Page 24 Difference in Numbers – DOMAINS
  • 19. Link Features
  • 20. Google Ranking Factors – US 2013: Links Crucial Correlations! Link Level
  • 21. Bing Ranking Factors – US 2013: Links Crucial Correlations! Link Level
  • 22. 10/1/2013 ® Searchmetrics Inc. 2013 │Page 28 Anchor Text! Ranking Factors – US 2013: Links
  • 23. 10/1/2013 ® Searchmetrics Inc. 2013 │Page 29 Ranking Factors – US 2013: Links
  • 24. Ranking Factors – US 2013: Links Much more Backlinks on foremost Positions!
  • 25. Ranking Factors – US 2013: Links High SEO Visibility of Link Source on foremost Positions!
  • 26. Ranking Factors – US 2013: Links BRANDS More Nofollow Links on SERP 1!
  • 27. Anchor Texts
  • 28. Ranking Correlation – Keyword Links 10/1/2013 ® Searchmetrics Inc. 2013 │Page 34
  • 29. Ranking Correlation – Keyword Links 10/1/2013 ® Searchmetrics Inc. 2013 │Page 35
  • 30. Rest In Peace
  • 31. Too much irrelevant stuff? Penguin Loser!
  • 32. Penguin 2.0 – Loser reeds.com 10/1/2013 ® Searchmetrics Inc. 2013 │Page 39 Penguin 2.0
  • 33. Penguin 2.0 – Loser reeds.com 10/1/2013 ® Searchmetrics Inc. 2013 │Page 40
  • 34. Penguin 2.0 – Loser reeds.com 10/1/2013 ® Searchmetrics Inc. 2013 │Page 41 !
  • 35. Penguin 2.0 – Loser reeds.com 10/1/2013 ® Searchmetrics Inc. 2013 │Page 43 Penguin 2.0 Recovered!
  • 36. Penguin 2.0 – Loser reeds.com 10/1/2013 ® Searchmetrics Inc. 2013 │Page 44
  • 37. Penguin 2.0 – Loser reeds.com 10/1/2013 ® Searchmetrics Inc. 2013 │Page 45
  • 38. Anchor Texts - Evolution 10/1/2013 ® Searchmetrics Inc. 2013 │Page 46 Brand Link www.domain.com „Domain“ / Company, Product Diluted Anchor DO: More (Stop)Words in Anchor Text DON‘T: „Hard“ Anchor Texts Neutral Anchor here Generic Terms
  • 39. „Natural“ Link Profile
  • 40. You know this guy?
  • 41. Where is Waldo?
  • 42. Discover the Honey Pot # Backlinks Page A # Backlinks Page B # Backlinks Page C # Backlinks Page D
  • 43. Discover Honey Pots - Approach 10/1/2013 ® Searchmetrics Inc. 2013 │Page 52 Customer Case Study #1 Penalty
  • 44. Discover Honey Pots - Approach 10/1/2013 ® Searchmetrics Inc. 2013 │Page 54 Customer Case Study #1 Penalty Recovery
  • 45. Discover Honey Pots - Approach 10/1/2013 ® Searchmetrics Inc. 2013 │Page 55 Customer Case Study #2 Penalty
  • 46. Discover Honey Pots - Approach 10/1/2013 ® Searchmetrics Inc. 2013 │Page 57 Customer Case Study #2 Penalty Recovery
  • 47. Discover Honey Pots - Approach 10/1/2013 ® Searchmetrics Inc. 2013 │Page 58 Customer Case Study #2 Penalty Recovery
  • 48. ® Searchmetrics Inc. 2013 - Marcus Tober59 • #1 Export backlinks via SEO tools • Use available tools to get a lists of your backlinks • Gather all the data together in one list • Get rid of duplicate data • Delete nofollow links, mentions and offline links Discover Honey Pots - Approach
  • 49. ® Searchmetrics Inc. 2013 - Marcus Tober60 • #1 Export backlinks via SEO tools • #2 Backlink export via GWT • „Download more sample links“ -> Approx. 100,000 backlinks • Until now: not representative because of lexikographical order -> when sitewide links etc. only few TLDs • Recent update: improved selection -> broader, more diverse spectrum of TLDs covered • Consider link warnings Discover Honey Pots - Approach Combine data to one complete list
  • 50. ® Searchmetrics Inc. 2013 - Marcus Tober61 • #1 Export backlinks via SEO tools • #2 Backlink export via GWT • #3 Define loser URLs • Highlight URLs with (massive), penalty-like ranking drop • Reduce list • Delete duplicate data Discover Honey Pots - Approach
  • 51. ® Searchmetrics Inc. 2013 - Marcus Tober62 • #1 Export backlinks via SEO tools • #2 Backlink export via GWT • #3 Define loser URLs • #4 Add SEO data • # Organic Keywords • SEO Visibility • Social Visibility • Domainpop • SPS (Page Strength ~ PageRank) • PageRank • IP -> Count of diff. IPs -> Count of Class C Discover Honey Pots - Approach
  • 52. ® Searchmetrics Inc. 2013 - Marcus Tober63 • #1 Export backlinks via SEO tools • #2 Backlink export via GWT • #3 Define loser URLs • #4 Add SEO data • #5 Evaluate anchor texts • Brand: domain name (brand name) / URL • Neutral: no commercial keywords (high search volume) included • Compound: commercial keywords + stopwords (even brand) • Money: only commercial keywords or exact search queries to rank for Discover Honey Pots - Approach
  • 53. ® Searchmetrics Inc. 2013 - Marcus Tober64 • #1 Export backlinks via SEO tools • #2 Backlink export via GWT • #3 Define loser URLs • #4 Add SEO data • #5 Evaluate anchor texts • #6 Check links + evaluation manually • Check left „good links“ for outliers • Check „bad links“ for misinterpretations (known trust sources) Discover Honey Pots - Approach
  • 54. Almost reached the Honey Pot...
  • 55. ® Searchmetrics Inc. 2013 - Marcus Tober66 • #1 Export backlinks via SEO tools • #2 Backlink export via GWT • #3 Define loser URLs • #4 Add SEO data • #5 Evaluate anchor texts • #6 Check links + evaluation manually • #7 Compare „bad“ link sources to other penalty victims • Check overlapping of link source domains ->domains with links pointing to severeal penalty victims Discover Honey Pots - Approach
  • 56. Honey Pot - exterminated
  • 57. Social Signals and Social Graph
  • 58. Rather than chasing +1s of content, your time is much better spent making great content. Matt Cutts - 08/20/2013 (Head of Google Webspam Team)
  • 59. World Wide Web Relevant Content!
  • 60. Click! Social Signals User Signals 3 21
  • 61. Ranking Factors – US 2013 Social 10/1/2013 ® Searchmetrics Inc. 2013 │Page 73
  • 62. Ranking Factors – US 2013: Social
  • 63. Just trying to decide the politest way to debunk the idea that more Google +1s lead to higher Google web rankings. […] Suffice it to say that I would be very skeptical of anyone who claimed that more +1s led to a higher search ranking in Google's web results. Matt Cutts - 08/20/2013 (Head of Google Webspam Team)
  • 64. We‘ve checked this 3 times!
  • 65. Test Procedure of Tests #1 / #2 10/1/2013 ® Searchmetrics Inc. 2013 │Page 77 Topic Issue 1 Text 1a Text 1b Issue 2 Text 2a Text 2b Identic Keyword Set Identic Keyword Set
  • 66. Network Signal Takeaways 1.Number of Shares does not influence indexation 2.Shares alone do not necessarily effect indexation 1.PlusOnes nearly instantly effect indexation 2.44 / 48 keywords indexed and ranked on high(est) positions Test #1
  • 67. Network Signal Takeaways 1.Number of shares does not influence ranking 2.Shares alone can effect good rankings, but not in the long term 1.PlusOnes effect better rankings in average 2.Few PlusOnes are enough to outperform FB- rankings on the same keyword set Test #2
  • 68. Test Procedure of Test #3 10/1/2013 ® Searchmetrics Inc. 2013 │Page 80 Topic Blog 1 Text 1a Text 2a Blog 2 Text 1b Text 2b Established Domain Existing Content New Domain No Content Ø Ø Identic Keyword Set
  • 69. Larry Page (Google CEO) “Google+ […] is a huge and important change and there is a ton more work to do. But this kind of next-generation search in which Google understands real-world entities – things, not strings – will help improve our results in exciting new ways.“
  • 70. 01.10.2013 ® Searchmetrics GmbH 2012 82 Social - SEO
  • 71. 10/1/2013 ® Searchmetrics Inc. 2013 │Page 84 Ranking Factors – US 2013: Content
  • 72. 10/1/2013 ® Searchmetrics Inc. 2013 │Page 85 Ranking Factors – US 2013: Content
  • 73. I like…
  • 74. 10/1/2013 ® Searchmetrics Inc. 2013 │Page 88 Searchmetrics – leading vendor of search an social analytics software with international focus
  • 75. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: # 10/1/2013 ® Page 89