Comparing SEO Ranking Factors From
2013 to 20142014
MARCUS TOBER
06/11/2014
Seattle
Marcus Tober
2014 Edition
IRON
MAN
RANKING
Technics Content
RANKING FACTORS 2014
RANKING FACTORS 2014
Content/
Techniques
Social
vs 2013
OnPage Techniques
TECHNICAL ELEMENTS
RANKING FACTORS
2014
vs 2013
TECHNICAL ELEMENTS
RANKING FACTORS
2014
12 www.searchmetrics.com 6/11/2014
𝜌2014 = 0.14
Sitespeed
𝜌2014 = 0.14
13 www.searchmetrics.com 6/11/2014
𝜌2014 = 0.14
Sitespeed
15 www.searchmetrics.com 6/11/2014
Brand Factor
𝜌2014 = 0.16
Number of internal Links
16 www.searchmetrics.com 6/11/2014
Number of internal Links
OPTIMIZE !
$ $
$ $ $ $
$$ $
$
$
Less is More!
Whatβ€˜s even more
important?
Whatβ€˜s inside!
CONTENT
CONTENT ELEMENTS
RANKING FACTORS
2014
vs 2013
CONTENT ELEMENTS
RANKING FACTORS
2014
24 www.searchmetrics.com 6/11/2014
Brand Factor
~7.500𝜌2014 = 0.13
Text Length in Characters
25 www.searchmetrics.com 6/11/2014
~6.700𝜌2013 = 0.11
Text Length in Characters
vs 2013
~7.500𝜌2014 = 0.13
27 www.searchmetrics.com 6/11/2014
Brand Factor
~650𝜌2014 = 0.13
Word Count
28 www.searchmetrics.com 6/11/2014
~540𝜌2013 = 0.11
vs 2013
Word Count
~650𝜌2014 = 0.13
30 www.searchmetrics.com 6/11/2014
Increasing
CONTENT ELEMENTS
RANKING FACTORS
2014
vs 2013Content Complexity and Quality
32 www.searchmetrics.com 6/11/2014
Content Complexity and Quality – NEW 2014
Pretty high correlations!
CONTENT ELEMENTS
RA...
33 www.searchmetrics.com 6/11/2014
πœ‡2014 β‰ˆ 73.6
Flesch Reading-Ease
34 www.searchmetrics.com 6/11/2014
𝜌2014 = 0.34
Relevant Keywords/ Terms
𝜌2014 = 0.20
35 www.searchmetrics.com 6/11/2014
Proof Keywords/ Terms
36 www.searchmetrics.com 6/11/2014
Context-dependent nature of meaning
β€žYou shall know a keyword by the company it keeps” ...
Proof KW
Relevant KW
Content Optimization
39 www.searchmetrics.com 6/11/2014
Aggregators
(few/ no own Content)
β€’ Couponing
β€’ Press Portals
β€’ Celebrity News Pages
β€’ ...
There are no tips and nothing the user
expected on the page. Why should it rank?
HOLISTIC
BE
SOCIAL
46 www.searchmetrics.com 6/11/2014
SOCIAL ELEMENTS
RANKING FACTORS
2014
47 www.searchmetrics.com 6/11/2014
SOCIAL ELEMENTS
RANKING FACTORS
2014
vs 2013
48 www.searchmetrics.com 6/11/2014
More Likes! 𝜌2014 = 0.25
Facebook Likes
49 www.searchmetrics.com 6/11/2014
More +1! 𝜌2014 = 0.33
Google+
LINK PROFILE
51 www.searchmetrics.com 6/11/2014
BACKLINK ELEMENTS
RANKING FACTORS
2014
52 www.searchmetrics.com 6/11/2014
BACKLINK ELEMENTS
RANKING FACTORS
2014
vs 2013
53 www.searchmetrics.com 6/11/2014
More Backlinks!
𝜌2014 = 0.31
Number of Backlinks
54 www.searchmetrics.com 6/11/2014
Better Links!
𝜌2014 = 0.26
SEO Visibility/ Source URL
55 www.searchmetrics.com 6/11/2014
NEW Features 2014
BACKLINK ELEMENTS
56 www.searchmetrics.com 6/11/2014
Fewer fresh Backlinks!
more
𝜌2014 = 0.20
Number of new Backlinks
57 www.searchmetrics.com 6/11/2014
𝜌2014 = 0.16
Anchor = Domain Name
58 www.searchmetrics.com 6/11/2014
𝜌2014 = 0.15
Anchor = Brand/ URL
MOBILE
MOBILE
vs
DESKTOP
61 www.searchmetrics.com 6/11/2014
MOBILE
vs
DESKTOP
Sitespeed
62 www.searchmetrics.com 6/11/2014
~7.500
~6.000
MOBILE
vs
DESKTOP
Text Length in Characters
63 www.searchmetrics.com 6/11/2014
MOBILE
vs
DESKTOP
Number of Backlinks
64 www.searchmetrics.com 6/11/2014
MOBILE
vs
DESKTOP
Facebook Likes
65 www.searchmetrics.com 6/11/2014
MOBILE
vs
DESKTOP
What’s the difference?
RANKING FACTORS
2014
USER
SIGNALS
67 www.searchmetrics.com 6/11/2014
USER TRAFFIC ELEMENTS
RANKING FACTORS
2014
68 www.searchmetrics.com 6/11/2014
𝜌2014 = 0.06
Time on Site
69 www.searchmetrics.com 6/11/2014
Ø
𝜌2014 = 0.01
Bounce Rate
70 www.searchmetrics.com 6/11/2014
𝜌2014 = 0.58
Click-Through Rate
Search
Experience
Optimization
Techniques
Content
twitter.com/searchmetrics
facebook.com/searchmetrics
twitter.com/searchmetrics
facebook.com/searchmetrics
THANK YOU
FOR YOUR TIME
SEO Search Engine Optimization 2014
SEO Search Engine Optimization 2014
SEO Search Engine Optimization 2014
SEO Search Engine Optimization 2014
SEO Search Engine Optimization 2014
SEO Search Engine Optimization 2014
SEO Search Engine Optimization 2014
SEO Search Engine Optimization 2014
SEO Search Engine Optimization 2014
SEO Search Engine Optimization 2014
SEO Search Engine Optimization 2014
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SEO Search Engine Optimization 2014

  1. 1. Comparing SEO Ranking Factors From 2013 to 20142014 MARCUS TOBER 06/11/2014 Seattle
  2. 2. Marcus Tober
  3. 3. 2014 Edition
  4. 4. IRON MAN RANKING
  5. 5. Technics Content
  6. 6. RANKING FACTORS 2014
  7. 7. RANKING FACTORS 2014 Content/ Techniques Social vs 2013
  8. 8. OnPage Techniques
  9. 9. TECHNICAL ELEMENTS RANKING FACTORS 2014
  10. 10. vs 2013 TECHNICAL ELEMENTS RANKING FACTORS 2014
  11. 11. 12 www.searchmetrics.com 6/11/2014 𝜌2014 = 0.14 Sitespeed 𝜌2014 = 0.14
  12. 12. 13 www.searchmetrics.com 6/11/2014 𝜌2014 = 0.14 Sitespeed
  13. 13. 15 www.searchmetrics.com 6/11/2014 Brand Factor 𝜌2014 = 0.16 Number of internal Links
  14. 14. 16 www.searchmetrics.com 6/11/2014 Number of internal Links
  15. 15. OPTIMIZE ! $ $ $ $ $ $ $$ $ $ $
  16. 16. Less is More!
  17. 17. Whatβ€˜s even more important?
  18. 18. Whatβ€˜s inside! CONTENT
  19. 19. CONTENT ELEMENTS RANKING FACTORS 2014
  20. 20. vs 2013 CONTENT ELEMENTS RANKING FACTORS 2014
  21. 21. 24 www.searchmetrics.com 6/11/2014 Brand Factor ~7.500𝜌2014 = 0.13 Text Length in Characters
  22. 22. 25 www.searchmetrics.com 6/11/2014 ~6.700𝜌2013 = 0.11 Text Length in Characters vs 2013 ~7.500𝜌2014 = 0.13
  23. 23. 27 www.searchmetrics.com 6/11/2014 Brand Factor ~650𝜌2014 = 0.13 Word Count
  24. 24. 28 www.searchmetrics.com 6/11/2014 ~540𝜌2013 = 0.11 vs 2013 Word Count ~650𝜌2014 = 0.13
  25. 25. 30 www.searchmetrics.com 6/11/2014 Increasing CONTENT ELEMENTS RANKING FACTORS 2014 vs 2013Content Complexity and Quality
  26. 26. 32 www.searchmetrics.com 6/11/2014 Content Complexity and Quality – NEW 2014 Pretty high correlations! CONTENT ELEMENTS RANKING FACTORS 2014
  27. 27. 33 www.searchmetrics.com 6/11/2014 πœ‡2014 β‰ˆ 73.6 Flesch Reading-Ease
  28. 28. 34 www.searchmetrics.com 6/11/2014 𝜌2014 = 0.34 Relevant Keywords/ Terms
  29. 29. 𝜌2014 = 0.20 35 www.searchmetrics.com 6/11/2014 Proof Keywords/ Terms
  30. 30. 36 www.searchmetrics.com 6/11/2014 Context-dependent nature of meaning β€žYou shall know a keyword by the company it keeps” (Firth, 1957) What’s behind? RANKING FACTORS 2014
  31. 31. Proof KW Relevant KW Content Optimization
  32. 32. 39 www.searchmetrics.com 6/11/2014 Aggregators (few/ no own Content) β€’ Couponing β€’ Press Portals β€’ Celebrity News Pages β€’ Software Portals β€’ Forums β€’ Etc… Google Panda Update 4.0
  33. 33. There are no tips and nothing the user expected on the page. Why should it rank?
  34. 34. HOLISTIC BE
  35. 35. SOCIAL
  36. 36. 46 www.searchmetrics.com 6/11/2014 SOCIAL ELEMENTS RANKING FACTORS 2014
  37. 37. 47 www.searchmetrics.com 6/11/2014 SOCIAL ELEMENTS RANKING FACTORS 2014 vs 2013
  38. 38. 48 www.searchmetrics.com 6/11/2014 More Likes! 𝜌2014 = 0.25 Facebook Likes
  39. 39. 49 www.searchmetrics.com 6/11/2014 More +1! 𝜌2014 = 0.33 Google+
  40. 40. LINK PROFILE
  41. 41. 51 www.searchmetrics.com 6/11/2014 BACKLINK ELEMENTS RANKING FACTORS 2014
  42. 42. 52 www.searchmetrics.com 6/11/2014 BACKLINK ELEMENTS RANKING FACTORS 2014 vs 2013
  43. 43. 53 www.searchmetrics.com 6/11/2014 More Backlinks! 𝜌2014 = 0.31 Number of Backlinks
  44. 44. 54 www.searchmetrics.com 6/11/2014 Better Links! 𝜌2014 = 0.26 SEO Visibility/ Source URL
  45. 45. 55 www.searchmetrics.com 6/11/2014 NEW Features 2014 BACKLINK ELEMENTS
  46. 46. 56 www.searchmetrics.com 6/11/2014 Fewer fresh Backlinks! more 𝜌2014 = 0.20 Number of new Backlinks
  47. 47. 57 www.searchmetrics.com 6/11/2014 𝜌2014 = 0.16 Anchor = Domain Name
  48. 48. 58 www.searchmetrics.com 6/11/2014 𝜌2014 = 0.15 Anchor = Brand/ URL
  49. 49. MOBILE MOBILE vs DESKTOP
  50. 50. 61 www.searchmetrics.com 6/11/2014 MOBILE vs DESKTOP Sitespeed
  51. 51. 62 www.searchmetrics.com 6/11/2014 ~7.500 ~6.000 MOBILE vs DESKTOP Text Length in Characters
  52. 52. 63 www.searchmetrics.com 6/11/2014 MOBILE vs DESKTOP Number of Backlinks
  53. 53. 64 www.searchmetrics.com 6/11/2014 MOBILE vs DESKTOP Facebook Likes
  54. 54. 65 www.searchmetrics.com 6/11/2014 MOBILE vs DESKTOP What’s the difference? RANKING FACTORS 2014
  55. 55. USER SIGNALS
  56. 56. 67 www.searchmetrics.com 6/11/2014 USER TRAFFIC ELEMENTS RANKING FACTORS 2014
  57. 57. 68 www.searchmetrics.com 6/11/2014 𝜌2014 = 0.06 Time on Site
  58. 58. 69 www.searchmetrics.com 6/11/2014 Ø 𝜌2014 = 0.01 Bounce Rate
  59. 59. 70 www.searchmetrics.com 6/11/2014 𝜌2014 = 0.58 Click-Through Rate
  60. 60. Search Experience Optimization
  61. 61. Techniques Content
  62. 62. twitter.com/searchmetrics facebook.com/searchmetrics
  63. 63. twitter.com/searchmetrics facebook.com/searchmetrics THANK YOU FOR YOUR TIME

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