Sse2012 data that matters

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Sse2012 data that matters- Axel Landschoof

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Sse2012 data that matters

  1. 1. SEO metrics and data that matterAxel Landschoof
  2. 2. DATA THAT MATTERS20.02.2012 ® 2Searchmetrics GmbH
  3. 3. Ranking Factor Study 2012
  4. 4. Meta Data • Keywords 10.000 • Backlinks 7.948.407.598 • Facebook Shares, Likes & Comments 5.397.199.386 • Tweets 513.034.978 • +1s 230.419.354 • Pins 10.910.71020.02.2012 ® Searchmetrics GmbH 2012 4
  5. 5. 20.02.2012 ® Searchmetrics GmbH 2012 5
  6. 6. CORRELATION ≠ CAUSAL EFFECT20.02.2012 ® Searchmetrics GmbH 2012 6
  7. 7. #1: Social has arrived in international markets Social networking site activity correlates very well with good rankings, just as it has in the U.S. for the past year. That doesn’t mean Facebook Shares, Tweets, etc. are definitively ranking factors, but it looks like, as a kind of user feedback, they are very important and they should take part in SEO strategy.20.02.2012 ® Searchmetrics GmbH 2012 7
  8. 8. #1: Facebook20.02.2012 ® Searchmetrics GmbH 2012 8
  9. 9. #1: Google +120.02.2012 ® Searchmetrics GmbH 2012 9
  10. 10. Links bleiben Gold. 10
  11. 11. 11
  12. 12. #2: Backlinks are still a key factor for SEO, but with caution Backlinks are still very important for rankings, but must vary between keyword links, no follow links, and “organic” links with stopwords (e.g. “as.” “the,”…) in them.20.02.2012 ® Searchmetrics GmbH 2012 12
  13. 13. #2: Backlinks are still a key factor for SEO, but with caution20.02.2012 ® Searchmetrics GmbH 2012 13
  14. 14. #4: Keywords in domains stay a factor Although Google has often said that keyword domains today are not as important as in the past, we found many domains in top positions that have keywords in them.20.02.2012 ® Searchmetrics GmbH 2012 14
  15. 15. #4: Keyword in domain Keyword is domain Although Google has often said that keyword domains today are not as important as in the past, we found many domains in top positions that have keywords in them.20.02.2012 ® Searchmetrics GmbH 2012 15
  16. 16. But see what happend in US after EMD Update:
  17. 17. #5: Long URLs don‘t seem to rank well20.02.2012 ® Searchmetrics GmbH 2012 17
  18. 18. Recommendations for SEO in 2013 • Social factors are getting more and more important: Start measuring social media signals and motivating users to make your company become more famous • Backlinks are still a key factor for SEO • Keywords in domains stay a factor, but could disappear soon • Clean Onpage factors like short speaking URLs stay20.02.2012 ® Searchmetrics GmbH 2012 18
  19. 19. A metric that shows visibility of a domain in organic search results SEO VISIBILITY20.02.2012 ® 19Searchmetrics GmbH
  20. 20. Historical Change of SEO Visibility20.02.2012 ® Searchmetrics GmbH 2012 20
  21. 21. The SEO Visibility Formularweight(x) = is the secret sauce giving each position a weight taking inaccount, if the keyword is navigational or informational and other factors
  22. 22. Why did SEO Visibility change?20.02.2012 ® Searchmetrics GmbH 2012 22
  23. 23. Compare to Competitor20.02.2012 ® Searchmetrics GmbH 2012 23
  24. 24. 20.02.2012 ® Searchmetrics GmbH 2012 24
  25. 25. What about the main market?20.02.2012 ® Searchmetrics GmbH 2012 25
  26. 26. Project SEO Visibility20.02.2012 ® Searchmetrics GmbH 2012 26
  27. 27. See the impact of the domain name change and redesign20.02.2012 ® Searchmetrics GmbH 2012 27
  28. 28. Compare Organic and Paid Visibility20.02.2012 ® Searchmetrics GmbH 2012 28
  29. 29. Analyse changes20.02.2012 ® Searchmetrics GmbH 2012 29
  30. 30. Compare the domain to the top directories of the domain20.02.2012 ® Searchmetrics GmbH 2012 30
  31. 31. MORE DATA THAT MATTERS20.02.2012 ® 31Searchmetrics GmbH
  32. 32. What Google thinks about the importance of Social signalsProduct Management Directorfor Google Search – Jack Menzel:“Links are not going away, but socialis an important signal. And it willbecome more and more important.”
  33. 33. Social SignalsMatt Cutts in Google HangoutQ: Do Google +1’s affect a website ranking?A: “Not really a direct effect” […], BUT there are things like, we have an authorship proposal”
  34. 34. <Bullshitfoto> Bullsh**10.12.20 Marcus Tober, SEO Rankingfaktoren 201312
  35. 35. Probieren geht über studierenQuod erat demonstrandum… 36
  36. 36. #1 No impact, no article got indexed
  37. 37. #2 Immediately indexed after some +1s from real accounts Immediately rankings for title-tag and some longtail queries
  38. 38. #2 NOT indexed after some FB shares from real accounts Not indexed, no rankings!
  39. 39. #2 NOT indexed after some Tweets from real accounts Not indexed, no rankings!
  40. 40. #2NOT indexed after some Pins from real accounts Not indexed, no rankings!
  41. 41. #3 Added 50 more FB shares from real accounts Article got indexed Some rankings, similar to +1s behaviour
  42. 42. Still in progress
  43. 43. Takeaways• Implement +1 button on your site• Measure +1 votes• Set up Google+ page and share your content
  44. 44. WHAT‘S NEXT?20.02.2012 ® Searchmetrics GmbH 2012 46
  45. 45. Authorrank
  46. 46. 300k Keywords @google.nl~ 3.000 URL with AuthorIs it possible that the author of a link will be a bigger factor than the URL?Ranking signal of the future?
  47. 47. Google Autorenintegration Author Rank a signal for 2013? Loose of relevance for 1st Position User clicks the result he trusts  An authors face generates trust CTR already is relevant for rankings • 30% increase in CTR • Look or point to snippet • Try different colors “Update from a CEO” by Larry Page http://investor.google.com/corporate/2012/ceo-letter.htmlb
  48. 48. Google Autorenintegration Author Rank a signal for 2013?Spending “enough” time on a site with a certain author markup signals Google that he likes this author or article.  Going back to the SERPs you see more articles of this author
  49. 49. Probieren geht über studierenAuthorship is important, buttoday it‘ justSnippet Optimization
  50. 50. Searchmetrics Suite•Over 110 countries•Over 200 searchengine language combinations•Local rankings•Onpage optimization•Web analytics integration•100 Millionen keywords (SEO, SEM)•150 Billion backlinks•3,3 Billionen social links (including pinterest)
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