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Making Data Dreams come true - Switching the Gap between ranking factors & your SEO Strategy

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Ranking Factors are a great way of investigating what successful websites have in common. But it’s not always easy to make the leap from analyzing the SERPs to developing practical measures for website optimisation. This session shows you how to make real use of ranking factors and how to make data the foundation of your digital strategy.

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Making Data Dreams come true - Switching the Gap between ranking factors & your SEO Strategy

  1. 1. Svetlana Stankovic @locedebubu Make data dreams come true! Bridging the gap between ranking factors and your SEO strategy http://www.searchmetrics.com/brightonseo-2018 Björn Beth @bjoernbeth
  2. 2. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Making data dreams come true Bridging the Gap between ranking factors & your SEO Strategy Brighton SEO 28th of September 2018 Björn Beth & Svetlana Stankovic The Searchmetrics Digital Strategies Group
  3. 3. www.searchmetrics.com Björn Beth Director Digital Strategies Group EMEA © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Your Speakers Svetlana Stankovic Team Lead SEO Consulting
  4. 4. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. eCommerce 5 Ranking Studies per Industry Health Travel Finance Media
  5. 5. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. eCommerce
  6. 6. www.searchmetrics.com Top 4 ranking factors summary © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. 30% larger File Size 40% higher number of interactive elements 70 % more internal links of urls 99,9 % of all pages have TLD.com
  7. 7. www.searchmetrics.com Best in class example © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. used cars for sale UK
  8. 8. www.searchmetrics.com Ranks No 1 for “used cars for sale uk” *unique in links counted by screaming frog ** was not part of the study Ranking Factor gumtree Benchmark Top 10 File Size in byte 299.381 198.211 Interactive Elements 300 291 More internal links 274* 219 .com (co.uk**) yes 99,9%
  9. 9. www.searchmetrics.com Top ranking factor © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  10. 10. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Prominent quick links to all “top searches”
  11. 11. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Chosen category links + always link to “all” in fly out
  12. 12. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Structured links to all make models
  13. 13. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Links to top searches & top locations
  14. 14. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Footer link to all popular searches
  15. 15. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. If you have 17.5M pages, you need to guide users & Google!
  16. 16. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Think about your website like you are building a city
  17. 17. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Finance
  18. 18. www.searchmetrics.com Top 5 ranking factors summary © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. <h2/> 30% Lower File Size 1 sec Faster than avg 78% Have h2 62% Higher content relevance 69% Have unordered list
  19. 19. www.searchmetrics.com Best in class example © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. cheap personal loan
  20. 20. www.searchmetrics.com Ranks No 1 for “cheap personal loans” *First Meaningful paint in Lighthouse report **based on average of top 10 ranking urls Ranking Factor Moneysavingexpert Benchmark Top 10 Load Time 2,9 sec 6,8 sec File Size 100k bytes 103k bytes Content Score 91% 59%**
  21. 21. www.searchmetrics.com Top ranking factor © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  22. 22. www.searchmetrics.com Using http/2 protocol *Searchmetrics Content Metric **based on average of top 10 ranking urls
  23. 23. www.searchmetrics.com Accepts compressing techniques for JS, CSS http://www.ipmango.com/http/deflate
  24. 24. www.searchmetrics.com Caches images & fonts for 7 days Source: developer console
  25. 25. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. You don't need to jump on AMP to be fast! Cache, compress & clean up!
  26. 26. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Health
  27. 27. www.searchmetrics.com Top 6 ranking factors summary © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. 24% Use HTTPS 91% Use h2 93% Higher content relevance 1 Image per URL 88% Ordered list 43% More words than average <h2/> ABC 123
  28. 28. www.searchmetrics.com Best in class example © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. how to lose weight fast
  29. 29. www.searchmetrics.com Ranks Nr. 1 for “how to lose weight fast” Ranking Factor Healthline Top 10 Benchmark <h2> 9 1,2* Word Count 2300 2475 Content Score 93% 71%** Unordered list 5 1 *, **,***,based on average of top 10 rankings
  30. 30. www.searchmetrics.com Top ranking factor © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  31. 31. www.searchmetrics.com Top ranking factor © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  32. 32. www.searchmetrics.com Well written & structured
  33. 33. www.searchmetrics.com Content structured in favour of featured snippets
  34. 34. www.searchmetrics.com Content structured in favour of featured snippets
  35. 35. www.searchmetrics.com Consider content creation as an agile process © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  36. 36. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Media
  37. 37. www.searchmetrics.com Top 4 ranking factors summary © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. 49% Higher content relevance 30.7 links to external websites 16% More words than the average 39% More Social Signals ABC 123
  38. 38. www.searchmetrics.com Top ranking factor © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  39. 39. www.searchmetrics.com Best in class example © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. trump
  40. 40. www.searchmetrics.com Landing page with 14, 619 articles on a position #1 for “Trump” © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  41. 41. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Article pages gaining external links Tag pages gaining authority SHORT LIFESPAN (2 days on average) LONG LIFESPAN (rank for high search volume queries) The media dilemma
  42. 42. www.searchmetrics.com Long articles with high content relevance and internal linking “Donald Trump” tag Topical article tag “Spain” country related news
  43. 43. www.searchmetrics.com Tagging system © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Main topic (fresh news) Country tag Evergreen topic People Related topic Different category news
  44. 44. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Travel
  45. 45. www.searchmetrics.com <body/> Top 6 ranking factors summary © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. 57% More words than the average 3 sec lower than avg 47% Higher content relevance 29% More bullets per lists 38% More images than average 48% Less Keywords in body ABC 123
  46. 46. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Top ranking factors
  47. 47. www.searchmetrics.com Top ranking factors © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  48. 48. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Top ranking factors
  49. 49. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Top ranking factors
  50. 50. www.searchmetrics.com Best in class example © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. best destinations in the world
  51. 51. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Step 3 Let’s book it moments (booking moments) Step 4 Can’t-wait-to-explore moments (experiencing moments) Step 1 I-want-to-get-away moments (dreaming moments) Step 2 Time-to-make-a-plan moments (planning moments) *Souce: Think with Google Online travel user journey
  52. 52. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Step 3 Step 4 Step 1 Step 2 Online travel user journey *Souce: tripadvisor.com
  53. 53. www.searchmetrics.com Advanced internal search for all stages of user journey © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. *Souce: tripadvisor.com
  54. 54. www.searchmetrics.com Destination landing pages © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Flights to Jamaica, Hotels in Jamaica, Car rental in Jamaica Jamaica restaurants, things to do, top places nearby Travel blog, magazine section Jamaica Landing page
  55. 55. www.searchmetrics.com Holistic destination pages © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Tripadvisor.com is ranking #1 “Best time to visit Jamaica” “Jamaica hotels” “Things to do in Jamaica” Keyword coverage in body: 46%
  56. 56. www.searchmetrics.com Brighton SEO Key Takeaways © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. 1. Content relevance is one of the most important ranking factors, especially after E.A.T. update 1. Each industry is unique, and needs user-centric digital strategy for technical, content and business success 3. Internal linking is more important than ever 4. Think large, do not focus on small portions of the website
  57. 57. www.searchmetrics.com Thank you! © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Any questions? Download our slides at: http://www.searchmetrics.com/brightonseo-2018 @locodebubu | @bjoernbeth

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