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Marcus Tober - SEO Has Changed Forever – Why User Signals and Content Relevance Became the Most Important Ranking Factors

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Marketing Festival 2016

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Marcus Tober - SEO Has Changed Forever – Why User Signals and Content Relevance Became the Most Important Ranking Factors

  1. 1. Marcus Tober Ostrava, Czech Republic 21st October, 2016 SEO HAS CHANGED FOREVER WHY USER SIGNALS AND CONTENT RELEVANCE BECAMETHE MOST IMPORTANT RANKING FACTORS
  2. 2. • Founder and CTO of Searchmetrics • Searchmetrics is a software company (SEO/Content Marketing) with 220 people in Berlin, London, New York and San Mateo • In love with SEO and SEARCH since 2001 Marcus Tober
  3. 3. searchmetrics.com/ostrava2016 Get the Slides!
  4. 4. 4 THE FUTURE IS DATA (SCIENCE) DRIVEN
  5. 5. 5 INTWENTYYEARS,THEREWILL BE NO VEHICLES DRIVEN BY HUMANS ANYMORE.
  6. 6. STATIC FLEXIBLE ADAPTABLE? THE EVOLUTION OF RANKING FACTORS In the past In the present In the future
  7. 7. Be Formless. Shapeless. Like water.
  8. 8. Water can flow. Or it can crash.
  9. 9. RANK 1 If someone searches for: How to make a plumb line RANK 42 Checklist Definition Instruction Religion?
  10. 10. Be water, my friend.
  11. 11. Updates/Algorithm Changes Machine Learning/Rankbrain Rankings Search is flexible now Ranking Factors Relevance Evaluation ALGORITHM Users
  12. 12. Geoffrey Hinton a.k.a. “The Godfather of Deep Learning” Leading Researcher, Google
  13. 13. Legend in Neural Network Research. World renowned A.I. researcher. Invented some of the core algorithms of Deep Learning back in the 80s Working with Google since 2011 New novel concept: Thought Vectors Geoffrey Hinton Capturing thoughts…
  14. 14. IMAGINE EMPTY SPACE
  15. 15. Every word gets a position in space Cologne Hamburg Berlin Munich Visualizing RankBrain
  16. 16. Query sentences get a position in space. What’s the weather going to be like in Ostrava? Weather Forecast Ostrava Visualizing RankBrain Using training data, similar query sentences (with similar results) are closely positioned
  17. 17. Queries and results get a position in space Q Result Scoring R R Good results rank better based on proximity Visualizing RankBrain
  18. 18. Google Home
  19. 19. Introducing NEW RANKING FACTORS 2016 – coming in November… Google.com
  20. 20. *NEW RANKING FACTORS 2016 10x more complex Industry Topic/ Search Intention Topic A Topic B Topic C Topic D Topic E Health Finance eCommerce Media Etc. You?
  21. 21. BUT Content needs to be different depending on User Intention
  22. 22. 500 1,000 1,500 2,000 2,500 3,000 1 3 5 7 9 11 13 15 17 19 Desktop 2016 Desktop 2015 Ø Top10 2016: 1,633 2015 : 1,285 𝜌2015 = 0.07 𝜌2016 = 0.05 +21% Word Count Google.com
  23. 23. If someone searches for: best short hairstyles What they probably want to see is less text are more images or image galleries
  24. 24. If someone searches for: Plato´s allegory of the cave What they probably want to see is valid and structured info and more text
  25. 25. If someone searches for: x-box unboxing What they probably want to see is a video and no text
  26. 26. The user needs to feel happy with the result. User Experience But businesses often fail in providing the right content for the respective user intention ?
  27. 27. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 1 3 5 7 9 11 13 15 17 19 Desktop 2016 Click-Through Rate 𝜌 = 0.46 Google.com
  28. 28. 0 50 100 150 200 250 300 350 400 1 3 5 7 9 11 13 15 17 19 Desktop 2016 Time on Site Seconds 𝜌 = 0.11
  29. 29. Feel safe, use HTTPS. Whether you're booking tickets, buying clothes or purchasing items from an auction site, shop safely and securely online using HTTPS.
  30. 30. 0% 10% 20% 30% 40% 50% 60% 70% 1 3 5 7 9 11 13 15 17 19 Desktop 2016 Desktop 2015 Ø Top10 2016: 45% 2015 : 14%+31% HTTPS 𝜌 = 0.19 Google.com
  31. 31. AlgorithmDesire • Answer to questions • Best User Experience • Smooth User Journey • Crawlability • Technical requirements • Evaluation of Relevance Online-Content Relevance for Human AND Machine
  32. 32. Content-Relevance can be analyzed by structure AND It actually has the highest impact on rankings Content Structure
  33. 33. Landing Page XXXXXXXXXXXXXXXXXX XKEYWORDXXXXXXXXX XXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXXX XXXXXXXXXKEYWORDX XXXXXXXXXXXXXXXXXX Image Image XXXXXXXXXXXXXXXXXX XKEYWORDXXXXXXXXX XXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXXX XXXXXXXXXKEYWORDX XXXXXXXXXXXXXXXXXXXXXXXXX XKEYWORDXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXKEYWORDXXXX XXXXXXXXXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXXXXXXXXXX search query Relevance of content without keywords to search query Remove keywords from text search query = keyword Content Relevance NEW Factor 2016
  34. 34. 0.10 0.11 0.12 0.13 0.14 0.15 0.16 0.17 0.18 0.19 1 3 5 7 9 11 13 15 17 19 Desktop 2016 Content Relevance NEW Factor 2016 𝜌 𝐷𝑒𝑠𝑘𝑡𝑜𝑝 = 0.04 Google.com
  35. 35. Topic ExplorerTOPIC: „security system“
  36. 36. Topic Explorer „security system“ YELLOW „[…]camera system“ BLUE TOPIC: „security system“ Search Intention
  37. 37. security camera systems 10 out of top 10 e-commerce websites for this keyword have an „add to cart“ function above the fold Keyword: “security camera systems” E-COMM Introducing Relevance
  38. 38. Relevant Terms and PhrasesTOPIC: „security system“
  39. 39. Searchmetrics Content Experience Suite 1. 2. 3.
  40. 40. “Knowing is not enough, we must apply. Willing is not enough, we must do!” Bruce Lee
  41. 41. 1. ACTION You are aware you need to create good content, but being aware is not enough. You have to take action.
  42. 42. 2. EFFORT And even if you really want to be successful but you don’t apply the most effort you can, you won’t be successful.
  43. 43. 3. DATA Without a clear knowledge of what to do, action is based on guesswork. Use the best information/source you can get.
  44. 44. But I still haven‘t found what I‘m looking for!
  45. 45. Health E- Commerce Finance Travel Media Different Industries, Different Ranking Factors
  46. 46. WHY?
  47. 47. Because each Industry has to deal with different Search Intentions.
  48. 48. Spender Backpacker Intellectual User Intention
  49. 49. Spender Wants best product. A spender is not worried about money. His user intention is to find the best product no matter what the price is. luxury rolex watch
  50. 50. Wants cheapest offer. A backpacker needs to save every penny, but at the same time he wants to visit the coolest possible locations. Backpacker cheapest bus ticket
  51. 51. Wants valid information. An intellectual person is hoping to find the most relevant and valid information on the web. Intellectual Plato´s allegory of the cave
  52. 52. Search Query & Expectations Example: „costume ideas“ ???
  53. 53. http://www.today.com/style/61-awesome- halloween-costume-ideas-its-not-too-late-steal- t2741 Rank #1 60+ part image gallery Short description Links to relevant pages High Social Engagement User Intention = Inspiration! ✓ ✓ ✓ ✓ Search Query & Expectations Example: „costume ideas“
  54. 54. https://www.savers.com/halloween/costumes/all Rank #16 14 costume suggestions No product texts General footer text User Intention ≠ Shopping! ✗ ✗ ✗ Search Query & Expectations Example: „costume ideas“
  55. 55. Different Industries Different Ranking Factors Health E- Commerce Finance
  56. 56. 1,000 1,200 1,400 1,600 1,800 2,000 2,200 2,400 2,600 2,800 3,000 1 3 5 7 9 11 13 15 17 19 Finance Word Count T10 Ø: 1717 Correlation: 0.01 Google.com
  57. 57. 1,000 1,200 1,400 1,600 1,800 2,000 2,200 2,400 2,600 2,800 3,000 1 3 5 7 9 11 13 15 17 19 eCommerce Health Finance Word Count T10 Ø: 2071 2474 1717 Correlation: 0.02 0.14 0.01 Google.com
  58. 58. 1,000 1,200 1,400 1,600 1,800 2,000 2,200 2,400 2,600 2,800 3,000 1 3 5 7 9 11 13 15 17 19 eCommerce Health Finance Desktop 2016 Word Count T10 Ø: 2071 2474 1717 1633 Correlation: 0.02 0.14 0.01 -0.01 Ø Google.com
  59. 59. 50 70 90 110 130 150 170 190 210 230 250 1 3 5 7 9 11 13 15 17 19 Finance Internal Link Count T10 Ø: 102 Correlation: 0.05 Google.com
  60. 60. 50 70 90 110 130 150 170 190 210 230 250 1 3 5 7 9 11 13 15 17 19 eCommerce Health Finance Internal Link Count T10 Ø: 219 143 102 Correlation: 0.06 0.14 0.05 Google.com
  61. 61. 50 70 90 110 130 150 170 190 210 230 250 1 3 5 7 9 11 13 15 17 19 eCommerce Health Finance Desktop 2016 Internal Link Count T10 Ø: 219 143 102 126 Correlation: 0.06 0.14 0.05 -0.07 Ø Google.com
  62. 62. 0% 10% 20% 30% 40% 50% 60% 1 3 5 7 9 11 13 15 17 19 eCommerce Health Keyword in Title T10 Ø: 43% 44% Correlation: -0.11 -0.06 Google.com
  63. 63. 0% 10% 20% 30% 40% 50% 60% 1 3 5 7 9 11 13 15 17 19 eCommerce Health Finance Keyword in Title T10 Ø: 43% 44% 30% Correlation: -0.11 -0.06 -0.02 Google.com
  64. 64. 0% 10% 20% 30% 40% 50% 60% 1 3 5 7 9 11 13 15 17 19 eCommerce Health Finance Desktop 2016 Keyword in Title T10 Ø: 43% 44% 30% 54% Correlation: -0.11 -0.06 -0.02 -0.04 Ø Google.com
  65. 65. 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 eCommerce Referring Domains T10 Ø: 272736 Correlation: 0.20 Google.com
  66. 66. 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 eCommerce Health Referring Domains T10 Ø: 272736 99526 Correlation: 0.20 0.02 Google.com
  67. 67. 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 eCommerce Health Finance Referring Domains T10 Ø: 272736 99526 38728 Correlation: 0.20 0.21 -0.02 Google.com
  68. 68. Machine Learning Rank Brain Content Relevance ? ? ? ? ? ? ?
  69. 69. Backlinks In times of self-evolving Machine Learning/Deep Learning algorithms, backlinks just become one out of many many other factors
  70. 70. SO…
  71. 71. SEO tactics have died and Traditional Ranking Factors are fading away However… Traditional Ranking Factors
  72. 72. Why SEO is not dead Startpoint of Purchases Source: Forrester/ Internet Retailer B2B Buying And Selling Online Survey 2014 92% of Business Purchases start with Search 81% of Shoppers Research Online before buying Source: Adweek/ +GE Capital Retail Bank’s Major Purchase Shopper Study 2015 B2B B2C
  73. 73. However: There are still factors that every industry should follow in order to have success. H2O The Ranking Factors are not rigid anymore, they are formless, shapeless and they adapt to the object.
  74. 74. Good site architecture Relevant link structure Basic tag usage and structure Page Load Time Basic technics features are still important
  75. 75. 0 20 40 60 80 100 120 140 160 1 3 5 7 9 11 13 15 17 19 Desktop 2016 Mobile 2016 Ø Top10 Desktop: 126 Ø Top10 Mobile : 71 Internal Link Count Google.com
  76. 76. 6 7 8 9 1 3 5 7 9 11 13 15 17 19 Desktop 2016 Mobile 2016 Ø Top10 Desktop: 7.84 sec Ø Top10 Mobile : 6.98 sec Page load time Seconds Google.com
  77. 77. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 3 5 7 9 11 13 15 17 19 Desktop 2016 Mobile 2016 Ø Top10 Desktop: 85% Ø Top10 Mobile : 75% Page has H1 Google.com
  78. 78. HOW TO STAY RELEVANT?
  79. 79. Strategic (technical ) Factors Industry Specific Factors
  80. 80. “Adapt what is useful, reject what is useless, and add what is specific your own” Bruce Lee Quality, Relevance and Uniqueness of Content
  81. 81. Be water, my friend. searchmetrics.com/ostrava2016

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