0
WHAT ARE THE
MOST IMPORTANT
SEARCH RANKING
FACTORS?
#
Marcus Tober
SearchMetrics
@marcustober
#SMX #13B
October 1, 2013
#
Founder of
Searchmetrics
I‘m in love with SEO
and search since
2001
Study of computer
science in Berlin, so
I’m the techie
Made with Love in
Berlin
120 passionate
People
Innovator in SEO
Software since 2007
Follow us
twitter.com/searchmetrics
fa...
Business
Product
Website
World Wide Web
Ranking
S
Wait…
…there‘s
one more thing
Click!
What do users click, like, share…?
Relevant
Content!
Ranking Factors – US 2013
10/1/2013 ® Searchmetrics Inc. 2013 │Page 16
• Basis:
• google.com / bing.com
• Top 3 SERPs
• 10...
Google Ranking Factors US 2013
10/1/2013 ® Searchmetrics Inc. 2013 │Page 17
Ranking Factors – US 2013
10/1/2013 ® Searchmetrics Inc. 2013 │Page 18
Algorithm Changes
Google Ranking Factors US 2013 vs 2012
10/1/2013 ® Searchmetrics Inc. 2013 │Page 19
Change
Google Ranking Factors US 2013 vs 2012
10/1/2013 ® Searchmetrics Inc. 2013 │Page 20
EMD
Panda
Penguin
Bing Ranking Factors US 2013
vs
Ranking Factors US 2013 Google vs Bing
10/1/2013 ® Searchmetrics Inc. 2013 │Page 23
Difference in Numbers – URLs
Ranking Factors US 2013 Google vs Bing
10/1/2013 ® Searchmetrics Inc. 2013 │Page 24
Difference in Numbers – DOMAINS
Link
Features
Google Ranking Factors – US 2013: Links
Crucial
Correlations!
Link Level
Bing Ranking Factors – US 2013: Links
Crucial
Correlations!
Link Level
10/1/2013 ® Searchmetrics Inc. 2013 │Page 28
Anchor Text!
Ranking Factors – US 2013: Links
10/1/2013 ® Searchmetrics Inc. 2013 │Page 29
Ranking Factors – US 2013: Links
Ranking Factors – US 2013: Links
Much more Backlinks
on foremost Positions!
Ranking Factors – US 2013: Links
High SEO Visibility
of Link Source
on foremost Positions!
Ranking Factors – US 2013: Links
BRANDS
More Nofollow Links
on SERP 1!
Anchor
Texts
Ranking Correlation – Keyword Links
10/1/2013 ® Searchmetrics Inc. 2013 │Page 34
Ranking Correlation – Keyword Links
10/1/2013 ® Searchmetrics Inc. 2013 │Page 35
Rest In Peace
Too much irrelevant stuff?
Penguin Loser!
Penguin 2.0 – Loser reeds.com
10/1/2013 ® Searchmetrics Inc. 2013 │Page 39
Penguin 2.0
Penguin 2.0 – Loser reeds.com
10/1/2013 ® Searchmetrics Inc. 2013 │Page 40
Penguin 2.0 – Loser reeds.com
10/1/2013 ® Searchmetrics Inc. 2013 │Page 41
!
Penguin 2.0 – Loser reeds.com
10/1/2013 ® Searchmetrics Inc. 2013 │Page 43
Penguin 2.0
Recovered!
Penguin 2.0 – Loser reeds.com
10/1/2013 ® Searchmetrics Inc. 2013 │Page 44
Penguin 2.0 – Loser reeds.com
10/1/2013 ® Searchmetrics Inc. 2013 │Page 45
Anchor Texts - Evolution
10/1/2013 ® Searchmetrics Inc. 2013 │Page 46
Brand
Link
www.domain.com
„Domain“ /
Company, Produc...
„Natural“ Link Profile
You know this
guy?
Where is Waldo?
Discover the Honey Pot
# Backlinks Page A
# Backlinks
Page B
# Backlinks
Page C
# Backlinks
Page D
Discover Honey Pots - Approach
10/1/2013 ® Searchmetrics Inc. 2013 │Page 52
Customer Case Study #1
Penalty
Discover Honey Pots - Approach
10/1/2013 ® Searchmetrics Inc. 2013 │Page 54
Customer Case Study #1
Penalty
Recovery
Discover Honey Pots - Approach
10/1/2013 ® Searchmetrics Inc. 2013 │Page 55
Customer Case Study #2
Penalty
Discover Honey Pots - Approach
10/1/2013 ® Searchmetrics Inc. 2013 │Page 57
Customer Case Study #2
Penalty
Recovery
Discover Honey Pots - Approach
10/1/2013 ® Searchmetrics Inc. 2013 │Page 58
Customer Case Study #2
Penalty
Recovery
® Searchmetrics Inc. 2013 - Marcus Tober59
• #1 Export backlinks via SEO tools
• Use available tools to get a lists of you...
® Searchmetrics Inc. 2013 - Marcus Tober60
• #1 Export backlinks via SEO tools
• #2 Backlink export via GWT
• „Download mo...
® Searchmetrics Inc. 2013 - Marcus Tober61
• #1 Export backlinks via SEO tools
• #2 Backlink export via GWT
• #3 Define lo...
® Searchmetrics Inc. 2013 - Marcus Tober62
• #1 Export backlinks via SEO tools
• #2 Backlink export via GWT
• #3 Define lo...
® Searchmetrics Inc. 2013 - Marcus Tober63
• #1 Export backlinks via SEO tools
• #2 Backlink export via GWT
• #3 Define lo...
® Searchmetrics Inc. 2013 - Marcus Tober64
• #1 Export backlinks via SEO tools
• #2 Backlink export via GWT
• #3 Define lo...
Almost reached
the Honey Pot...
® Searchmetrics Inc. 2013 - Marcus Tober66
• #1 Export backlinks via SEO tools
• #2 Backlink export via GWT
• #3 Define lo...
Honey Pot
- exterminated
Social Signals
and
Social Graph
Rather than chasing +1s
of content, your time is
much better spent
making great
content.
Matt Cutts - 08/20/2013
(Head of ...
World Wide Web
Relevant
Content!
Click!
Social Signals
User Signals
3
21
Ranking Factors – US 2013 Social
10/1/2013 ® Searchmetrics Inc. 2013 │Page 73
Ranking Factors – US 2013: Social
Just trying to decide the
politest way to debunk the
idea that more Google +1s
lead to higher Google web
rankings. […]
Suf...
We‘ve checked
this 3 times!
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...
Network Signal Takeaways
1.Number of Shares
does not influence
indexation
2.Shares alone do not
necessarily effect
indexat...
Network Signal Takeaways
1.Number of shares does
not influence ranking
2.Shares alone can effect
good rankings,
but not in...
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...
Larry Page
(Google CEO)
“Google+ […] is a huge and important change
and there is a ton more work to do.
But this kind of n...
01.10.2013 ® Searchmetrics GmbH 2012
82
Social - SEO
10/1/2013 ® Searchmetrics Inc. 2013 │Page 84
Ranking Factors – US 2013: Content
10/1/2013 ® Searchmetrics Inc. 2013 │Page 85
Ranking Factors – US 2013: Content
I like…
10/1/2013 ® Searchmetrics Inc. 2013 │Page 88
Searchmetrics – leading vendor of
search an social analytics software
with in...
http://www.slideshare.net/SearchMarketingExpo
#
see more presentations at:
#
10/1/2013 ® Page 89
What are the Most Important Ranking Factors by Marcus Tober
What are the Most Important Ranking Factors by Marcus Tober
What are the Most Important Ranking Factors by Marcus Tober
What are the Most Important Ranking Factors by Marcus Tober
What are the Most Important Ranking Factors by Marcus Tober
What are the Most Important Ranking Factors by Marcus Tober
What are the Most Important Ranking Factors by Marcus Tober
What are the Most Important Ranking Factors by Marcus Tober
What are the Most Important Ranking Factors by Marcus Tober
What are the Most Important Ranking Factors by Marcus Tober
What are the Most Important Ranking Factors by Marcus Tober
What are the Most Important Ranking Factors by Marcus Tober
What are the Most Important Ranking Factors by Marcus Tober
What are the Most Important Ranking Factors by Marcus Tober
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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

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Transcript of "What are the Most Important Ranking Factors by Marcus Tober"

  1. 1. WHAT ARE THE MOST IMPORTANT SEARCH RANKING FACTORS? # Marcus Tober SearchMetrics @marcustober #SMX #13B October 1, 2013 #
  2. 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. 3. Made with Love in Berlin 120 passionate People Innovator in SEO Software since 2007 Follow us twitter.com/searchmetrics facebook.com/Searchmetrics
  4. 4. Business Product Website
  5. 5. World Wide Web
  6. 6. Ranking S
  7. 7. Wait… …there‘s one more thing
  8. 8. Click!
  9. 9. What do users click, like, share…? Relevant Content!
  10. 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. 11. Google Ranking Factors US 2013 10/1/2013 ® Searchmetrics Inc. 2013 │Page 17
  12. 12. Ranking Factors – US 2013 10/1/2013 ® Searchmetrics Inc. 2013 │Page 18 Algorithm Changes
  13. 13. Google Ranking Factors US 2013 vs 2012 10/1/2013 ® Searchmetrics Inc. 2013 │Page 19 Change
  14. 14. Google Ranking Factors US 2013 vs 2012 10/1/2013 ® Searchmetrics Inc. 2013 │Page 20 EMD Panda Penguin
  15. 15. Bing Ranking Factors US 2013
  16. 16. vs
  17. 17. Ranking Factors US 2013 Google vs Bing 10/1/2013 ® Searchmetrics Inc. 2013 │Page 23 Difference in Numbers – URLs
  18. 18. Ranking Factors US 2013 Google vs Bing 10/1/2013 ® Searchmetrics Inc. 2013 │Page 24 Difference in Numbers – DOMAINS
  19. 19. Link Features
  20. 20. Google Ranking Factors – US 2013: Links Crucial Correlations! Link Level
  21. 21. Bing Ranking Factors – US 2013: Links Crucial Correlations! Link Level
  22. 22. 10/1/2013 ® Searchmetrics Inc. 2013 │Page 28 Anchor Text! Ranking Factors – US 2013: Links
  23. 23. 10/1/2013 ® Searchmetrics Inc. 2013 │Page 29 Ranking Factors – US 2013: Links
  24. 24. Ranking Factors – US 2013: Links Much more Backlinks on foremost Positions!
  25. 25. Ranking Factors – US 2013: Links High SEO Visibility of Link Source on foremost Positions!
  26. 26. Ranking Factors – US 2013: Links BRANDS More Nofollow Links on SERP 1!
  27. 27. Anchor Texts
  28. 28. Ranking Correlation – Keyword Links 10/1/2013 ® Searchmetrics Inc. 2013 │Page 34
  29. 29. Ranking Correlation – Keyword Links 10/1/2013 ® Searchmetrics Inc. 2013 │Page 35
  30. 30. Rest In Peace
  31. 31. Too much irrelevant stuff? Penguin Loser!
  32. 32. Penguin 2.0 – Loser reeds.com 10/1/2013 ® Searchmetrics Inc. 2013 │Page 39 Penguin 2.0
  33. 33. Penguin 2.0 – Loser reeds.com 10/1/2013 ® Searchmetrics Inc. 2013 │Page 40
  34. 34. Penguin 2.0 – Loser reeds.com 10/1/2013 ® Searchmetrics Inc. 2013 │Page 41 !
  35. 35. Penguin 2.0 – Loser reeds.com 10/1/2013 ® Searchmetrics Inc. 2013 │Page 43 Penguin 2.0 Recovered!
  36. 36. Penguin 2.0 – Loser reeds.com 10/1/2013 ® Searchmetrics Inc. 2013 │Page 44
  37. 37. Penguin 2.0 – Loser reeds.com 10/1/2013 ® Searchmetrics Inc. 2013 │Page 45
  38. 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. 39. „Natural“ Link Profile
  40. 40. You know this guy?
  41. 41. Where is Waldo?
  42. 42. Discover the Honey Pot # Backlinks Page A # Backlinks Page B # Backlinks Page C # Backlinks Page D
  43. 43. Discover Honey Pots - Approach 10/1/2013 ® Searchmetrics Inc. 2013 │Page 52 Customer Case Study #1 Penalty
  44. 44. Discover Honey Pots - Approach 10/1/2013 ® Searchmetrics Inc. 2013 │Page 54 Customer Case Study #1 Penalty Recovery
  45. 45. Discover Honey Pots - Approach 10/1/2013 ® Searchmetrics Inc. 2013 │Page 55 Customer Case Study #2 Penalty
  46. 46. Discover Honey Pots - Approach 10/1/2013 ® Searchmetrics Inc. 2013 │Page 57 Customer Case Study #2 Penalty Recovery
  47. 47. Discover Honey Pots - Approach 10/1/2013 ® Searchmetrics Inc. 2013 │Page 58 Customer Case Study #2 Penalty Recovery
  48. 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. 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. 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. 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. 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. 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. 54. Almost reached the Honey Pot...
  55. 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. 56. Honey Pot - exterminated
  57. 57. Social Signals and Social Graph
  58. 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. 59. World Wide Web Relevant Content!
  60. 60. Click! Social Signals User Signals 3 21
  61. 61. Ranking Factors – US 2013 Social 10/1/2013 ® Searchmetrics Inc. 2013 │Page 73
  62. 62. Ranking Factors – US 2013: Social
  63. 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. 64. We‘ve checked this 3 times!
  65. 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. 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. 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. 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. 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. 70. 01.10.2013 ® Searchmetrics GmbH 2012 82 Social - SEO
  71. 71. 10/1/2013 ® Searchmetrics Inc. 2013 │Page 84 Ranking Factors – US 2013: Content
  72. 72. 10/1/2013 ® Searchmetrics Inc. 2013 │Page 85 Ranking Factors – US 2013: Content
  73. 73. I like…
  74. 74. 10/1/2013 ® Searchmetrics Inc. 2013 │Page 88 Searchmetrics – leading vendor of search an social analytics software with international focus
  75. 75. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: # 10/1/2013 ® Page 89
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