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Search Metrics 2012 Presentation on Google Rankings Research

Search Metrics 2012 Presentation on Google Rankings Research

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Periodic table of_seo_kevin_thiele Periodic table of_seo_kevin_thiele Presentation Transcript

  • SMX LondonThe New Periodic Table of SEOKevin Thiele® Searchmetrics GmbH 2012
  • The New Periodic Table of SEO About Searchmetrics Company • Founded in 2007 • Leading Search Analytics vendor with international focus • ~100 full-time employees with locations in Germany, US, UK and France • Largest aggregated database for SEO, SEM and Social data (Searchmetrics Suite and Searchmetrics Essentials) Follow us and stay updated • Twitter: twitter.com/searchmetrics • Facebook: www.facebook.com/Searchmetrics09.07.2012 ® Searchmetrics Inc. 2012 2
  • The New Periodic Table of SEO „States“ of SEO When SEOs talk ranking factors, they tend to mention these areas. But which ones matter most? Which specific factors are more important, which one is nothing but hot air?09.05.2012 ® Searchmetrics GmbH 2012 3 View slide
  • The New Periodic Table of SEOTake a look into the Google matrix… 09.05.2012 ® Searchmetrics GmbH 2012 4 View slide
  • The New Periodic Table of SEO Study of google.co.uk SERPs • Analysis includes • 10,000 hand-picked top keywords (informational search only), • 300,000 URLs • Billions of backlinks • Billions of Shares, Likes, Tweets, Plusones • organic search (“blue links”) only • Analysis conducted AFTER Panda = latest findings • Data collected in March 2012 • Many of the factors that we suspected, based on recent Google updates, do impact rankings but there are some surprising results.09.05.2012 ® Searchmetrics GmbH 2012 5
  • The New Periodic Table of SEOCorrelation Data (causation – correlation!)
  • The New Periodic Table of SEO09.05.2012 ® Searchmetrics GmbH 2012 7
  • The New Periodic Table of SEO Everyone* is connected and has access to content faster than ever before
  • The New Periodic Table of SEO Key Finding #1 – Social Signals dominate Google+ data is not reliable yet, but it„s correlation could be massive:09.05.2012 ® Searchmetrics GmbH 2012 9
  • The New Periodic Table of SEO Finding #1: Social has arrived in international markets Social networking site activities correlate very well with good rankings That doesn‟t mean that Facebook Shares, Tweets, Plusones etc. are definitively a strong ranking factors, but it looks like, as a kind of user feedback, they are very important and they should take part in SEO strategy Search engines definitely don‟t look at a simple number of Tweets or Shares but it makes a lot of sense to implicate Social Signals / User Signals within the magic ranking formula09.05.2012 ® Searchmetrics GmbH 2012 10
  • The New Periodic Table of SEO Social Signals are User Signals • The classical calculation of rankings based on recommendations (simple hyperlinks) • That wasn‟t the only ranking factor but the strongest one • In fact of the high competition to grow organic traffic lot‟s of search engine result pages weren‟t natural, there were manipulated • Search engines are looking for ways and reliable data to improve the quality of the Serps • User signals e.g. bounce rate, time on site, CTR in Serps can also be measured • Quality became a ranking signal: http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on- building-high-quality.html18.02.2012 ® Searchmetrics Inc. 2012 11
  • The New Periodic Table of SEO Social Signals – Author-Markup on the Rise Authorship Markup is spreading fast, might turn into a signal in the near future. Looking for author integrations in the SERPs for a million keywords in google.com. For nearly 170,554 keywords, >1 author integration in the SERPs Higher impact from mentions / links from important authors independent of link popularity of URL or page? Make sense?09.05.2012 ® Searchmetrics GmbH 2012 12
  • The New Periodic Table of SEO SEOs are early adopters…09.05.2012 ® Searchmetrics GmbH 2012 13
  • The New Periodic Table of SEOBut also on usualqueries like“Samsung GalaxyS3” or “LadyGaga” you seeauthorintegrations 09.05.2012 ® Searchmetrics GmbH 2012 14
  • The New Periodic Table of SEO Social Signals – UK vs US results09.05.2012 ® Searchmetrics GmbH 2012 15
  • The New Periodic Table of SEO Social Signals addthisMarketers areadapting fast: FB 9,0%usage of SocialButtons is 27,0%huge share 12,1 this(300.000 URLs that 10,8 1,8%Were used forthe study) 6,4 TW G+ 13,8% 6,6 15,1% 09.05.2012 ® Searchmetrics GmbH 2012 16
  • The New Periodic Table of SEO Backlinks still have a high value for Google09.05.2012 ® Searchmetrics GmbH 2012 17
  • The New Periodic Table of SEOKey Finding #2 – Backlinks still strong, but quality matters The number of backlinks is still a mayor factor. Quality metrics are gaining importance.Backlinks are still very important for rankings, but must vary betweenkeyword links, no follow links, and “organic” links with stopwords (e.g.“as.” “the,”…) in them.09.05.2012 ® Searchmetrics GmbH 2012 18
  • The New Periodic Table of SEO Key Finding #2 – Backlinks still strong, but quality matters SEO Trivia : For our keyword set, you need an average of 2470 Links to rank first.09.05.2012 ® Searchmetrics GmbH 2012 19
  • The New Periodic Table of SEO Proportion of Backlinks with Keyword in anchor text0,25 0,20,15 0,10,05 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 09.05.2012 ® Searchmetrics GmbH 2012 20
  • The New Periodic Table of SEO Proportion of nofollow links in % 0,040,035 0,030,025 0,020,015 0,010,005 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 09.05.2012 ® Searchmetrics GmbH 2012 21
  • The New Periodic Table of SEO Proportion of Backlinks with stopwords0,070,060,050,040,030,020,01 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 09.05.2012 ® Searchmetrics GmbH 2012 22
  • The New Periodic Table of SEO R.I.P Onpage Optimization?09.05.2012 ® Searchmetrics GmbH 2012 23
  • The New Periodic Table of SEOKey Finding #3 – Become a brand, Onpage relevance is decreasing09.05.2012 ® Searchmetrics GmbH 2012 24
  • The New Periodic Table of SEOKey Finding #3 – Become a brand, Onpage relevance is decreasingApparently some of the classic rankingfactors like having keywords in thetitle and more keywords in the contentdon‟t apply to well-known brands.Some unexpected correlations couldbe explained by brands and their goodrankings. They rank because there arerelevant, not because of the besttechnical optimizationNote: Only exact keyword phraseswere analyzed09.05.2012 ® Searchmetrics GmbH 2012 25
  • The New Periodic Table of SEO Negative Onpage correlation0,70,60,50,4 Sites without the0,3 keyword in title or h10,2 rank higher???0,1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 kw_in_description kw_in_h1 kw_in_title 09.07.2012 ® Searchmetrics GmbH 2011 26
  • The New Periodic Table of SEOAds can distract from content Does this article have an excessive amount of ads that distract from or interfere with the main content? (Google 2011)
  • The New Periodic Table of SEOKey Finding #4 - Ads could be a handicap09.05.2012 ® Searchmetrics GmbH 2012 28
  • The New Periodic Table of SEO What‘s important for SEO in 2012 • Social factors are getting more important: Start measuring social media signals and motivating users to make your company become more famous • Analyze your competitors or best practice sites • Backlinks are still a key factor for SEO • Become a brand / Have recognizable products • Always think of your user first • The USP of your product • The reason why you should rank (no me-too products)09.05.2012 ® Searchmetrics GmbH 2012 29
  • The New Periodic Table of SEO What‘s important for SEO in 2012 • Ads could be a handicap if the user experience gets low because of that • Make sure that the user recognizes the content • Classic ranking factors like having keywords in the title and more keywords in the content are less important • Search engines will deliver the result that the user expects, these results are calculated out of more and more parameters09.05.2012 ® Searchmetrics GmbH 2012 30
  • The New Periodic Table of SEO„Search engine ranking factors 2012“Whitepaper with more information and deeper insightnow available. Get your personal copy:Email me: k.thiele@searchmetrics.com 09.05.2012 ® Searchmetrics GmbH 2012 31
  • The New Periodic Table of SEO 3209.05.2012 ® Searchmetrics GmbH 2012