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Super League: 10 SEO Experiments That Will Blow Your Mind

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This presentation by Larry Kim is a part of SEMrush webinar, October 11, 2017
The video is here: https://youtu.be/xNLfRSGfoz8

Published in: Marketing

Super League: 10 SEO Experiments That Will Blow Your Mind

  1. 1. SEMRush Webinar, October 2017 Presented by: • Will Critchlow, CEO, Distilled • Larry Kim, CEO, MobileMonkey @larrykim
  2. 2. Google Uses User Engagement Rates like Click Through Rates (CTR) and Dwell Times to Determine Organic Search Rankings Larry’s Crazy SEO Theory: @larrykim
  3. 3. User Query Entered ML Algo Makes a Guess and Re-Writes The Query into Something it Recognizes (Query Interpretation) Did The Result Satisfy The User? Great. Next Time I See Queries Like This, I’ll Put This Page at the Top. Larry’s Greatly Simplified Machine Learning Diagram* *Note: Not Official Google Diagram. Rats. Next Time I See a Query Like This, I’ll Try Some Other Page
  4. 4. But Google Says They Don’t Use User Engagement Metrics as a “Direct Ranking Factor”! @larrykim
  5. 5. Google SEO PR Spokesperson = @larrykim
  6. 6. Google SEO PR SpokespersonSEO PR Guy’s BossAnother GuyAnother Guy Another GuySundar Pichai Larry Page @larrykim
  7. 7. Data Opinions In SEO, Data Wins the Argument! @larrykim
  8. 8. = Few Random Facts About Larry + + @larrykim
  9. 9. WordStream’s Headquarters in 2008 @larrykim
  10. 10. 98% Compound Annual Growth Rate WordStream 5 Year Growth = 2945% @larrykim
  11. 11. Over 200 Employees! @larrykim
  12. 12. Top Industry Awards Best Customer Engagement Driver Most Innovative Company Best Content Marketing Program @larrykim
  13. 13. @larrykim
  14. 14. WordStream’s Headquarters in 2017 @larrykim
  15. 15. Working on a New Start-Up for Last 4 Months @larrykim
  16. 16. @larrykim
  17. 17. Have a 3-year old Kid (#ppckid)
  18. 18. (And what you NEED to do about it!) @larrykim
  19. 19. Larry’s #1 Crazy SEO Experiment: Searching for a Machine Learning Fingerprint in Search Algorithms. @larrykim
  20. 20. Larry’s #1 Experiment: What’s A Good Click Through Rate for Organic Search? (Spoiler Alert: It’s in Flux) OrganicSearchClickThroughRate High CTR Listings Floating To Top Positions Low CTR Listings Sinking To Bottom of Page Organic Search Position @larrykim
  21. 21. Does CTR Impact Rankings? Larry’s #2 Crazy SEO Experiment: @larrykim
  22. 22. Obviously Ranking Impacts CTR. But How About The Reverse? A CTR Study by. Philip Petrescu for Moz. @larrykim
  23. 23. +/- 3% Increase in Post Engagement +/- 1 Spot in Organic Position CTR-Based Rewards & Penalties? @larrykim
  24. 24. Larry’s #3 Crazy SEO Experiment: What Happens When You Make a Headline More Clicky? @larrykim
  25. 25. Behold The Power of CTR Optimization WHAT? Page Title CTR Rank Guerrilla Marketing: 20+ Examples & Strategies to Stand Out 1% 8 20+ Jaw-Dropping Guerrilla Marketing Examples & Strategies 4.2% 5 @larrykim
  26. 26. Massive SEO Traffic Impact! +112% in 5 Months! HOW? @larrykim#backlinko
  27. 27. CTR Boosts Are Super Valuable! Higher CTR = More Clicks Higher CTR = Better Ranking = More Clicks @larrykim
  28. 28. Larry’s #4 Crazy SEO Experiment: Do Engagement Rates Impact Rankings? @larrykim
  29. 29. We Know Google Measures Dwell Time @larrykim
  30. 30. They Measure it From the SERP @larrykim
  31. 31. Hitting “Back” Quickly On Mobile Triggers “People Also Search For” @larrykim
  32. 32. Bounce Rate vs. Organic Position Pass: Bounce Rate Low Enough Fail: Bounce Rate Too High @larrykim
  33. 33. Time on Site vs. Organic Position PASS: Good Enough Time On Site Fail: Time on Site not Good Enough @larrykim
  34. 34. Larry’s #5 Crazy SEO Experiment Featured Snippets @larrykim
  35. 35. Why Does WordStream, in Position 4, Get the Snippet for “Link Building”? @larrykim
  36. 36. Snippets Not Based on Classic Ranking Factors Alone @larrykim
  37. 37. Having “Snip-able” Helps (But Isn’t Whole Story) @larrykim
  38. 38. Example of Featured Snippet Taken from Position 10. @larrykim
  39. 39. Organic Listing Had Ridiculously High CTR @larrykim
  40. 40. Organic Listing Had Ridiculously High Time on Site @larrykim
  41. 41. @larrykim
  42. 42. Larry’s #6 Crazy SEO Experiment: What’s the REAL Relationship Between Social Shares and Organic Rankings?? @larrykim
  43. 43. @larrykim
  44. 44. Reason for Correlations? Machine Learning @larrykim
  45. 45. Example 1: “Best Free Survey Sites” @larrykim
  46. 46. Example 2: “Catchy Email Subject Lines” @larrykim
  47. 47. Example 3: “Develop Presentation Skills” @larrykim
  48. 48. Larry’s #7 Crazy SEO Experiment: What’s The Relationship Between Engagement Rates and Conversion Rates? @larrykim
  49. 49. Higher CTRs = Higher Conversion Rates @larrykim
  50. 50. #CMCa2z @larrykim BONUS EXPERIMENT! How Does Time (Bounce Rate) Impact SEO Rankings? @larrykim
  51. 51. #CMCa2z @larrykim A year ago: Time on Page Didn’t Appear to Matter Much for SEO @larrykim
  52. 52. #CMCa2z @larrykim Today: Low Time on Page Donkey Content is Nearly Extinct! 2017-10-11_10-25-20.jpg @larrykim
  53. 53. Summary: 7+1 Crazy SEO Experiments! 1. CTR Impacts Ranking Beat the expected CTR for a given position. Avg. CTRs going UP! 2. Dwell Time Impacts Ranking: Validates CTR and featured snippet eligibility. Overrides other signals! 3.Other Systems Reward High Engagement: Facebook newsfeed, PPC and CRO! Key Takeaway: New Unicorn of Ranking Factors - User Engagement! @larrykim
  54. 54. #CMCa2z @larrykim The Future of Content Marketing is Increasingly Winner-Take-All. Time to Adjust Content Strategy! Traffic to the Top 10 Posts of the Month at Inc Magazine @larrykim
  55. 55. #CMCa2z @larrykim Visibility on Social Media is Increasingly Winner-Take-All! What to do about it?? Number of Facebook Shares for the Top Articles of the Year for Inc. Magazine in 2015 vs 2016 @larrykim
  56. 56. What Does it All Mean? SEO? @larrykim
  57. 57. An SEO’s To-Do List for 2018 & Beyond HOW? Increase CTR Increase Dwell Time @larrykim
  58. 58. Larry’s 3 Powerful New SEO Weapons to Boost Your CTR @larrykim
  59. 59. LARRY’S #1 SEO WEAPON The CTR Donkey Detector! @larrykim
  60. 60. What’s My Organic CTR? @larrykim
  61. 61. DOWNLOAD THIS QUERY DATA @larrykim
  62. 62. What’s a Good CTR? @larrykim
  63. 63. SERP Differs Greatly By Industry @larrykim
  64. 64. Use Your Own Data To Plot Avg CTR for YOUR Industry! Unicorns Donkeys CTR vs. Average Position @larrykim
  65. 65. DONKEYS VS. UNICORNS. @larrykim
  66. 66. Unicorns are Up To 6x Better Than Donkeys. Avg. CTR Donkey CTRs (Bottom 10%) = 3x Worse Than Avg. Unicorn CTRs (Top 10%) = +2x Better Avg. @larrykim
  67. 67. Larry’s #2 SEO Weapon: DONKEY TO UNICORN CONVERTER
  68. 68. These SEO Title Tags All Suck: @larrykim
  69. 69. “SEO” Headlines are Like Dynamic Keyword Insertion (DKI) for PPC @larrykim
  70. 70. Keyword Headlines Using Dynamic Keyword Insertion Do OK, Not GreatRelativeFrequency Average CTR Top 15% Top 5% Top 1% Ads without DKI Ads with DKI @larrykim
  71. 71. Keyword-y Headlines Less Likely To Be UnicornsRelativeFrequency Top 5% Ads without DKI Ads with DKI Top 1% Relative CTR @larrykim
  72. 72. Larry’s Unicorn Research Lab @larrykim
  73. 73. Leverage Emotional Triggers! @larrykim
  74. 74. The Top 9 Emotions That Make People Click Like Crazy: Step 1: Pick One of These Emotional Triggers • Laughter • Amusement • Curiosity • Awe • Anger • Fear • Joy • Empathy • Sadness @larrykim
  75. 75. Step 2. Write Headline Copy From Perspective of One of These Personas The Bearer of Bad News The Hero/Villain The Comedian The Feel Good Friend @larrykim
  76. 76. 3. Use This Title Template Commonly Employed By ‘Viral’ Articles Format List post, quiz, Infographic Emotional Hook Emotional word or superlative Content Type Images, quotes, pictures, facts Topic Love, cats, dogs, fitness, health, Donald Trump 5 AWESOME SEO STRATEGIES TO DEFEAT RANKBRAIN @larrykim
  77. 77. Unicorn Headlines = Top 10% Odds of Finding Unicorn = 1:10 So Test 10 Different Headlines @larrykim
  78. 78. Quiz: How Many Headlines Do You See Here? @larrykim
  79. 79. It’s the Same Headline with Different Punctuation and Capitalization @larrykim
  80. 80. You Need 10 *Different* Headlines! How to Spot the Unicorn? @larrykim
  81. 81. Use AdWords to Test Headlines @larrykim
  82. 82. Identify Donkeys (worst 10%) Write 10 Headlines Test With AdWords or Facebook Replace Old Headline With Winner Summary: Donkey To Unicorn Converter @larrykim
  83. 83. Larry’s #3 SEO Weapon: Display/Social Ads + Off-Topic Content @larrykim
  84. 84. New Visitors vs. Repeat Visitors How does Increasing Brand Affinity Impact CTR
  85. 85. Brand Affinity DRAMATICALLY Impacts CONVERSION RATES (+2-3x!) @larrykim
  86. 86. Quality Score affects your CPC 10 Discounted by 50.0% 9 Discounted by 44.2% 8 Discounted by 37.5% 7 Discounted by 28.6% 6 Discounted by 16.7% 5 Google benchmark 4 Increased by 25.0% 3 Increased by 67.3% 2 Increased by 150.0% 1 Increased by 400.0% You Save You Pay @larrykim
  87. 87. Brand Affinity DRAMATICALLY Impacts CTR (+2-3x!) @larrykim
  88. 88. Interest Targeting @larrykim
  89. 89. Demographic Targeting @larrykim
  90. 90. Behavioral Targeting @larrykim
  91. 91. Custom Affinity Audiences in Google Display Network @larrykim
  92. 92. Create & Promote Content *Outside* of Your Niche (Connect to Customers, Earlier!) @larrykim
  93. 93. Use an Audience Analytics Tool! @larrykim
  94. 94. Create & Advertise Off- Topic Content to Build Brand Biases (At least 20% of Resources!) @larrykim
  95. 95. Final Summary @larrykim
  96. 96. Better CTR & Conversion Rates -> More Clicks & Conversions. Improved CTR & CVR -> Better Rankings. Better Rankings -> Even more clicks and conversions. Virtuous Cycle of Unicorn Land:
  97. 97. Be a Unicorn in a Sea of Donkeys! @larrykim
  98. 98. @larrykim

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