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#MozCon @mattthemathman
Hot Off the Press: 2013 Ranking Factors
Matthew Peters, Ph.D.
Data Scientist, Moz
#MozCon @mattthemathman
On Page signals: 8.4
PageRank: 7.8
Anchor text: 5.9
Social signals: 3.8
etc …
How does a search en...
#MozCon @mattthemathman
Search quality
raters
On Page signals: 8.4
PageRank: 7.8
Anchor text: 5.9
Social signals: 3.8
etc ...
#MozCon @mattthemathman
The
Algorithm
Search quality
raters
On Page signals: 8.4
PageRank: 7.8
Anchor text: 5.9
Social sig...
#MozCon @mattthemathman
The
Algorithm
Search quality
raters
On Page signals: 8.4
PageRank: 7.8
Anchor text: 5.9
Social sig...
#MozCon @mattthemathman6
Different feature types include: On-page, links, anchor text, social
signals and properties of th...
#MozCon @mattthemathman7
Different feature types include: On-page, links, anchor text, social
signals and properties of th...
#MozCon @mattthemathman8
Different feature types include: On-page, links, anchor text, social
signals and properties of th...
#MozCon @mattthemathman9
Different feature types include: On-page, links, anchor text, social
signals and properties of th...
#MozCon @mattthemathman10
Different feature types include: On-page, links, anchor text, social
signals and properties of t...
#MozCon @mattthemathman11
Different feature types include: On-page, links, anchor text, social
signals and properties of t...
#MozCon @mattthemathman12
Which factors are important?
#MozCon @mattthemathman13
Which factors are important?
What Google says
#MozCon @mattthemathman14
Which factors are important?
What’s in the
algorithmWhat Google says
#MozCon @mattthemathman15
Which factors are important?
What’s in the
algorithmWhat Google says
What SEOs say
#MozCon @mattthemathman16
Which factors are important?
What’s in the
algorithmWhat Google says
What SEOs say
Characteristi...
#MozCon @mattthemathman17
Survey
Thanks to everyone who participated and Cyrus Shepard and Matt Brown for organizing
120 p...
#MozCon @mattthemathman18
Survey
#MozCon @mattthemathman19
Survey
#MozCon @mattthemathman20
Survey
Respondents rated each factor
from 1-10 on their importance in
ranking.
Use average impor...
#MozCon @mattthemathman21
Correlations
• 14,000+ keywords from Google Adwords
• All categories and search volumes included...
#MozCon @mattthemathman22
Correlations
• Mean Spearman Correlation
• Compute for each keyword, then average
• Measures ext...
#MozCon @mattthemathman23
"Correlation is not causation but it sure is a hint" - Edward Tufte
Links
Correlation and causat...
#MozCon @mattthemathman24
"Correlation is not causation but it sure is a hint" - Edward Tufte
Links
Correlation and causat...
#MozCon @mattthemathman25
"Correlation is not causation but it sure is a hint" - Edward Tufte
Links
Higher
rank
Correlatio...
#MozCon @mattthemathman26
"Correlation is not causation but it sure is a hint" - Edward Tufte
Links
Higher
rank
Correlatio...
#MozCon @mattthemathman27
"Correlation is not causation but it sure is a hint" - Edward Tufte
Links
Higher
rank
Correlatio...
#MozCon @mattthemathman28
"Correlation is not causation but it sure is a hint" - Edward Tufte
Links
Higher
rank
Correlatio...
#MozCon @mattthemathman29
Links
#MozCon @mattthemathman30
Correlations: Page level links
Link diversity still very important.
Page Authority highest overa...
#MozCon @mattthemathman31
Page Authority is a
machine learning model
that predicts ranking
based on links.
See: http://moz...
#MozCon @mattthemathman32
Correlations: Domain level links
Domain in-link correlations generally lower the page links.
Sub...
#MozCon @mattthemathman33
Survey: Links
Consistent with correlations, links from domains most important.
Relevance of page...
#MozCon @mattthemathman34
Anchor Text
#MozCon @mattthemathman35
Correlations: Anchor text
Partial and exact match have same correlation.
Internal anchor text co...
#MozCon @mattthemathman36
Survey: Anchor text
After Penguin, organic (mix of branded, non-branded) anchor text
distributio...
#MozCon @mattthemathman37
Site Speed
#MozCon @mattthemathman38
Correlations: Site speed
Zoompf to provided the speed data.
Response time has negative correlati...
#MozCon @mattthemathman39
Speed and users
Jonathon Colman:
http://www.slideshare.net/jcolman/seo-site-speed-and-battlestar...
#MozCon @mattthemathman40
On-Page
#MozCon @mattthemathman41
In 2011, we found low on-page keyword related factors.
2011
Correlations: Keyword on-page
#MozCon @mattthemathman42
Survey: On-page
General consensus that KW in are important.
2013
#MozCon @mattthemathman43
Beyond TF-IDF
See http://moz.com/blog/determining-relevance-how-similarity-is-scored
> 700 papers
#MozCon @mattthemathman44
Beyond TF-IDF
See http://moz.com/blog/determining-relevance-how-similarity-is-scored
> 700 paper...
#MozCon @mattthemathman45
Correlations: Keyword on-page
Using a more sophisticated model increases correlations.
We also u...
#MozCon @mattthemathman46
Correlations: Keyword on-page
Title, meta description and H1 all have relatively high correlatio...
#MozCon @mattthemathman47
Correlations: Other on-page
Document length has relatively high correlation.
Structured data and...
#MozCon @mattthemathman48
Are sites implementing structured data?
Markup Percent of
URLs
Open graph 36.9%
schema.org 9.9%
...
#MozCon @mattthemathman49
Don’t ignore authorship
#MozCon @mattthemathman50
URL-Domain
#MozCon @mattthemathman51
Correlations: URL
Query: “adidas sneakers”
Exact Match Domain (EMD): www.adidassneakers.com
Part...
#MozCon @mattthemathman52
Survey: URL
Query: “adidas sneakers”
Exact Match Domain (EMD): www.adidassneakers.com
Partial Ma...
#MozCon @mattthemathman53
Exact match domain over time
#MozCon @mattthemathman54
Exact match domain over time
#MozCon @mattthemathman55
Exact match domain over time
#MozCon @mattthemathman56
Exact match domain over time
#MozCon @mattthemathman57
Exact match domain over time
Removal of low
quality EMDs??
#MozCon @mattthemathman58
Brand metrics
#MozCon @mattthemathman59
Correlations: Brand metrics
#MozCon @mattthemathman60
Correlations: Brand metrics
Fresh and brand mentions have a relatively high correlation.
#MozCon @mattthemathman61
Survey: Brand metrics
Other then search volume, SEOs thought that brand mentions were
relatively...
#MozCon @mattthemathman62
Social
#MozCon @mattthemathman63
Correlations: Social
Google +1’s second highest correlation metric (behind PA)!
#MozCon @mattthemathman64
Survey: Social
Overall, SEOs didn’t score social factors as highly as links or keywords.
Google ...
#MozCon @mattthemathman65
Some words of caution
Methodology
matters!
#MozCon @mattthemathman66
Comparing studies
#MozCon @mattthemathman67
Comparing studies
Our correlation is 0.29 for keyword in
anchor text.
Searchmetrics removed navi...
#MozCon @mattthemathman68
Comparing studies
Our correlation is 0.29 for keyword in
anchor text.
Searchmetrics removed navi...
#MozCon @mattthemathman69
Takeaways
#MozCon @mattthemathman70
Overall algorithm
#MozCon @mattthemathman71
Overall algorithm
Links are still very
important, both as
judged by SEOs
and in the data.
#MozCon @mattthemathman72
Overall algorithm
On page keyword
and content
features still
fundamental.
#MozCon @mattthemathman73
Overall Algorithm
Despite high
correlations, SEOs
don’t think social is
important.
Correlation v...
#MozCon @mattthemathman74
Overall algorithm, 2011 vs 2013
2011 2013
SEOs think EMD/PMDs decreased in importance.
Prevalenc...
#MozCon @mattthemathman75
Future
predictions
1. Quality, authorship,
structured data, social all
predicted to increase in
...
#MozCon @mattthemathman76
Future
predictions
1. Quality, authorship,
structured data, social all
predicted to increase in
...
#MozCon @mattthemathman
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Moz 2013 Ranking Factors - Matt Peters MozCon

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Transcript of "Moz 2013 Ranking Factors - Matt Peters MozCon"

  1. 1. #MozCon @mattthemathman Hot Off the Press: 2013 Ranking Factors Matthew Peters, Ph.D. Data Scientist, Moz
  2. 2. #MozCon @mattthemathman On Page signals: 8.4 PageRank: 7.8 Anchor text: 5.9 Social signals: 3.8 etc … How does a search engine work?
  3. 3. #MozCon @mattthemathman Search quality raters On Page signals: 8.4 PageRank: 7.8 Anchor text: 5.9 Social signals: 3.8 etc … How does a search engine work?
  4. 4. #MozCon @mattthemathman The Algorithm Search quality raters On Page signals: 8.4 PageRank: 7.8 Anchor text: 5.9 Social signals: 3.8 etc … How does a search engine work?
  5. 5. #MozCon @mattthemathman The Algorithm Search quality raters On Page signals: 8.4 PageRank: 7.8 Anchor text: 5.9 Social signals: 3.8 etc … How does a search engine work?
  6. 6. #MozCon @mattthemathman6 Different feature types include: On-page, links, anchor text, social signals and properties of the URL
  7. 7. #MozCon @mattthemathman7 Different feature types include: On-page, links, anchor text, social signals and properties of the URL URL www.mrqe.com
  8. 8. #MozCon @mattthemathman8 Different feature types include: On-page, links, anchor text, social signals and properties of the URL On-page
  9. 9. #MozCon @mattthemathman9 Different feature types include: On-page, links, anchor text, social signals and properties of the URL Links
  10. 10. #MozCon @mattthemathman10 Different feature types include: On-page, links, anchor text, social signals and properties of the URL “movie reviews” Anchor Text
  11. 11. #MozCon @mattthemathman11 Different feature types include: On-page, links, anchor text, social signals and properties of the URL Social
  12. 12. #MozCon @mattthemathman12 Which factors are important?
  13. 13. #MozCon @mattthemathman13 Which factors are important? What Google says
  14. 14. #MozCon @mattthemathman14 Which factors are important? What’s in the algorithmWhat Google says
  15. 15. #MozCon @mattthemathman15 Which factors are important? What’s in the algorithmWhat Google says What SEOs say
  16. 16. #MozCon @mattthemathman16 Which factors are important? What’s in the algorithmWhat Google says What SEOs say Characteristics of sites that rank well
  17. 17. #MozCon @mattthemathman17 Survey Thanks to everyone who participated and Cyrus Shepard and Matt Brown for organizing 120 professional SEOs surveyed in mid-June 2013
  18. 18. #MozCon @mattthemathman18 Survey
  19. 19. #MozCon @mattthemathman19 Survey
  20. 20. #MozCon @mattthemathman20 Survey Respondents rated each factor from 1-10 on their importance in ranking. Use average importance rating. Highest rated factors scored 7-8, lower rated factors scored 3-5.
  21. 21. #MozCon @mattthemathman21 Correlations • 14,000+ keywords from Google Adwords • All categories and search volumes included • Top 50 results from Google US • De-personalized, de-localized organic results • First week of June 2013
  22. 22. #MozCon @mattthemathman22 Correlations • Mean Spearman Correlation • Compute for each keyword, then average • Measures extent to which increases in one factor are related to rank • Correlations between -1 and 1. Values of 0.1 - 0.3 are common. • Thanks to Jerry Feng and Mike O’Leary for extracting features!
  23. 23. #MozCon @mattthemathman23 "Correlation is not causation but it sure is a hint" - Edward Tufte Links Correlation and causation Higher rank ??
  24. 24. #MozCon @mattthemathman24 "Correlation is not causation but it sure is a hint" - Edward Tufte Links Correlation and causation Higher rank
  25. 25. #MozCon @mattthemathman25 "Correlation is not causation but it sure is a hint" - Edward Tufte Links Higher rank Correlation and causation Correlation, but causation? Higher rank More words on page ??
  26. 26. #MozCon @mattthemathman26 "Correlation is not causation but it sure is a hint" - Edward Tufte Links Higher rank Correlation and causation Correlation, but causation? Higher rank Higher quality More words on page ??
  27. 27. #MozCon @mattthemathman27 "Correlation is not causation but it sure is a hint" - Edward Tufte Links Higher rank Correlation and causation Correlation, but causation? Higher rank Higher quality More words on page ?? Links
  28. 28. #MozCon @mattthemathman28 "Correlation is not causation but it sure is a hint" - Edward Tufte Links Higher rank Correlation and causation Correlation, but causation? Higher rank Higher quality More words on page Links
  29. 29. #MozCon @mattthemathman29 Links
  30. 30. #MozCon @mattthemathman30 Correlations: Page level links Link diversity still very important. Page Authority highest overall correlated metric.
  31. 31. #MozCon @mattthemathman31 Page Authority is a machine learning model that predicts ranking based on links. See: http://moz.com/learn/seo/page-authority
  32. 32. #MozCon @mattthemathman32 Correlations: Domain level links Domain in-link correlations generally lower the page links. Sub-domain metrics now have higher correlation then domain metrics.
  33. 33. #MozCon @mattthemathman33 Survey: Links Consistent with correlations, links from domains most important. Relevance of page/domain also thought to be very important.
  34. 34. #MozCon @mattthemathman34 Anchor Text
  35. 35. #MozCon @mattthemathman35 Correlations: Anchor text Partial and exact match have same correlation. Internal anchor text correlations significantly lower then external.
  36. 36. #MozCon @mattthemathman36 Survey: Anchor text After Penguin, organic (mix of branded, non-branded) anchor text distribution thought to be more important the quantity.
  37. 37. #MozCon @mattthemathman37 Site Speed
  38. 38. #MozCon @mattthemathman38 Correlations: Site speed Zoompf to provided the speed data. Response time has negative correlation, but total load time does not!
  39. 39. #MozCon @mattthemathman39 Speed and users Jonathon Colman: http://www.slideshare.net/jcolman/seo-site-speed-and-battlestar-galactica-searchfest-2012-11735155 •40% of customers will abandon any site that takes longer than 3 seconds to load • Conversion rate drops by 7% for every 1second of load time
  40. 40. #MozCon @mattthemathman40 On-Page
  41. 41. #MozCon @mattthemathman41 In 2011, we found low on-page keyword related factors. 2011 Correlations: Keyword on-page
  42. 42. #MozCon @mattthemathman42 Survey: On-page General consensus that KW in are important. 2013
  43. 43. #MozCon @mattthemathman43 Beyond TF-IDF See http://moz.com/blog/determining-relevance-how-similarity-is-scored > 700 papers
  44. 44. #MozCon @mattthemathman44 Beyond TF-IDF See http://moz.com/blog/determining-relevance-how-similarity-is-scored > 700 papers Language Model P(optimization | search, engine) >> P(walking | search, engine)
  45. 45. #MozCon @mattthemathman45 Correlations: Keyword on-page Using a more sophisticated model increases correlations. We also used a larger corpus in 2013 that should increase correlations. 2013
  46. 46. #MozCon @mattthemathman46 Correlations: Keyword on-page Title, meta description and H1 all have relatively high correlations. 2013
  47. 47. #MozCon @mattthemathman47 Correlations: Other on-page Document length has relatively high correlation. Structured data and Google+ markup has no correlation
  48. 48. #MozCon @mattthemathman48 Are sites implementing structured data? Markup Percent of URLs Open graph 36.9% schema.org 9.9% G+ publisher 7.1% G+ author 2.2%
  49. 49. #MozCon @mattthemathman49 Don’t ignore authorship
  50. 50. #MozCon @mattthemathman50 URL-Domain
  51. 51. #MozCon @mattthemathman51 Correlations: URL Query: “adidas sneakers” Exact Match Domain (EMD): www.adidassneakers.com Partial Match Domain (PMD): www.adidas.com
  52. 52. #MozCon @mattthemathman52 Survey: URL Query: “adidas sneakers” Exact Match Domain (EMD): www.adidassneakers.com Partial Match Domain (PMD): www.adidas.com
  53. 53. #MozCon @mattthemathman53 Exact match domain over time
  54. 54. #MozCon @mattthemathman54 Exact match domain over time
  55. 55. #MozCon @mattthemathman55 Exact match domain over time
  56. 56. #MozCon @mattthemathman56 Exact match domain over time
  57. 57. #MozCon @mattthemathman57 Exact match domain over time Removal of low quality EMDs??
  58. 58. #MozCon @mattthemathman58 Brand metrics
  59. 59. #MozCon @mattthemathman59 Correlations: Brand metrics
  60. 60. #MozCon @mattthemathman60 Correlations: Brand metrics Fresh and brand mentions have a relatively high correlation.
  61. 61. #MozCon @mattthemathman61 Survey: Brand metrics Other then search volume, SEOs thought that brand mentions were relatively unimportant.
  62. 62. #MozCon @mattthemathman62 Social
  63. 63. #MozCon @mattthemathman63 Correlations: Social Google +1’s second highest correlation metric (behind PA)!
  64. 64. #MozCon @mattthemathman64 Survey: Social Overall, SEOs didn’t score social factors as highly as links or keywords. Google +1’s ranked highest, followed by Tweets, then Facebook shares.
  65. 65. #MozCon @mattthemathman65 Some words of caution Methodology matters!
  66. 66. #MozCon @mattthemathman66 Comparing studies
  67. 67. #MozCon @mattthemathman67 Comparing studies Our correlation is 0.29 for keyword in anchor text. Searchmetrics removed navigation queries, but we included them. Does this explain the difference?
  68. 68. #MozCon @mattthemathman68 Comparing studies Our correlation is 0.29 for keyword in anchor text. Searchmetrics removed navigation queries, but we included them. Does this explain the difference? EMD is their highest correlation at 0.43, except they used rank-biserial correlation. Using Spearman for EMD gives 0.15 (we have 0.17).
  69. 69. #MozCon @mattthemathman69 Takeaways
  70. 70. #MozCon @mattthemathman70 Overall algorithm
  71. 71. #MozCon @mattthemathman71 Overall algorithm Links are still very important, both as judged by SEOs and in the data.
  72. 72. #MozCon @mattthemathman72 Overall algorithm On page keyword and content features still fundamental.
  73. 73. #MozCon @mattthemathman73 Overall Algorithm Despite high correlations, SEOs don’t think social is important. Correlation vs. Causation?
  74. 74. #MozCon @mattthemathman74 Overall algorithm, 2011 vs 2013 2011 2013 SEOs think EMD/PMDs decreased in importance. Prevalence decreases but correlations remain same.
  75. 75. #MozCon @mattthemathman75 Future predictions 1. Quality, authorship, structured data, social all predicted to increase in importance.
  76. 76. #MozCon @mattthemathman76 Future predictions 1. Quality, authorship, structured data, social all predicted to increase in importance. 2. EMD, paid links, anchor text expected to decrease.
  77. 77. #MozCon @mattthemathman
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