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The Content Evolution By Marcus Tober #SEJSummit

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Event: SEJ Summit London Hosted by Searchmetrics

The content landscape is shifting dramatically, especially with the upcoming Google update which includes mobile-friendliness as a ranking factor. Marcus shows us examples and data from a comprehensive content factor analysis that shows how important the searcher's context and intention have become.

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The Content Evolution By Marcus Tober #SEJSummit

  1. 1. © Searchmetrics. All rights reserved. Do not distribute without permission. Marcus Tober London 05/12/2015 The Content Evolution Mobile/Desktop – Entities/Keywords – User-Focus & more @marcustober
  2. 2. Sebastian Wenzel, Webanalyticsbook Free 30-Day Trial Instant data. Tweak strategies. Benchmark competitors.
  3. 3. Founder and CTO of Searchmetrics In love with SEO and search since 2001 Study of computer science in Berlin, so I‘m the techie! Marcus Tober @marcustober
  4. 4. Made with love in Berlin 165 passionate people Innovator in SEO Software & more since 2005
  5. 5. Let‘s go back in time….
  6. 6. An SEO walks into a bar…
  7. 7. An SEO walks into a bar… bars, beer garden, lounge, hangout hole, night club, mini bar, bar stool, tavern, pub, beer, whine, whiskey…
  8. 8. SEO VISIBILITY
  9. 9. 11 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober SEO Visibility - ehow.com
  10. 10. 12 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Stock -$2 Bn!
  11. 11. 13 © Searchmetrics. All rights reserved. Do not distribute without permission. KEYWORD 2015 MachineLearning
  12. 12. boiled egg hard boiled egg recipe how long does it take to boil an egg
  13. 13. June 2013
  14. 14. April 2014
  15. 15. March 2015
  16. 16. Related KWs March 2015 how to cook the perfect boiled egg what is the best method for hard boiled eggs
  17. 17. 19 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober 89% of Domains are literally INVISIBLE 11% of Domains have SEO Visibility >10 DOMAIN VISIBILITY DOMAIN VISIBILITY
  18. 18. Example Nope
  19. 19. 22 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober ehow.com/how-does_5316451_long-boil-eggs.html SNIPPET
  20. 20. 23 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober March 2015June 2013 9# #34 1 Ranking !
  21. 21. 24 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober CONTENT OPTIMIZATION Ø Market eHow-URL
  22. 22. 25 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober CONTENT OPTIMIZATION
  23. 23. Example Dope
  24. 24. 37 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober thekitchn.com/how-to-boil-eggs-perfectly-every-time… Keyword Density „boiled eggs“
  25. 25. 38 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober HOLISTIC WEBSITES
  26. 26. 39 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober HOLISTIC WEBSITES 464 #1
  27. 27. 40 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober SEO Visibility - thekitchn.com
  28. 28. March 2015
  29. 29. Content be good!
  30. 30. 43 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober CONTENT OPTIMIZATION
  31. 31. 44 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober CONTENT OPTIMIZATION
  32. 32. Data-Driven Approach
  33. 33. 2015
  34. 34. Correlation ≠ Causation
  35. 35. 48 © Searchmetrics. All rights reserved. Do not distribute without permission. Redirects RANKING FACTORS 2015 0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 1 2 3 4 5 6 7 8 9 101112131415161718192021222324252627282930 US-MOBILE 2015 Redirects
  36. 36. 49 © Searchmetrics. All rights reserved. Do not distribute without permission. KeywordinTitle(in%) RANKING FACTORS 2015 Keyword in Title
  37. 37. 50 © Searchmetrics. All rights reserved. Do not distribute without permission. RANKING FACTORS 2015 FilesizeFILESIZE
  38. 38. 51 © Searchmetrics. All rights reserved. Do not distribute without permission. Evolution of „Mobile Friendly“ Search Results 06/2013 07/2014 11/2014 04/2015 • Faulty Redirects • Smartphone-only errors Flash “Mobile-friendly” Mobile Friendliness as a Worldwide Ranking Signal
  39. 39. “#Mobilegeddon“
  40. 40. 53 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Share of Mobile-Friendly URLs 71% 68% 29% 32% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100% After Before mobile-friendly not mobile-friendly *Basis: SERPs 1-3 Mobilegeddon, April 21st, 2015
  41. 41. 54 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Share of not Mobile-Friendly URLs 27% 26% 36% 30% 29% 37% 0% 10% 20% 30% 40% SERP 3 SERP 2 SERP 1 Before After
  42. 42. 55 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Average Position Change of URLs -0,21 +0,20 not mobile-friendly mobile-friendly
  43. 43. 56 © Searchmetrics. All rights reserved. Do not distribute without permission. Mobilegeddon Loser UK Desktop SEO Visibility Mobile SEO Visibility Mobile/Desktop Ratio reddit.com 282584 163055 - 42% ft.com 258356 151798 - 41% thisismoney.co.uk 212420 142572 - 33% collinsdictionary.com 130249 74673 - 43% autoexpress.co.uk 121878 91935 - 25%
  44. 44. 58 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Loser of the Google Mobile Update -43%
  45. 45. 59 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Loser of the Google Mobile Update ?
  46. 46. 60 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober DATA-DRIVEN APPROACH SEO Today Content Aspects: • Content Strategy • Content Optimization • Content Success Measurement
  47. 47. 61 © Searchmetrics. All rights reserved. Do not distribute without permission. RANKING FACTORS 2015 0 200 400 600 800 1000 1200 1400 1600 1800 2000 1 2 3 4 5 6 7 8 9 101112131415161718192021222324252627282930 US-MOBILE 2015 US-MOBILE 2014 Word Count WordCount
  48. 48. 62 © Searchmetrics. All rights reserved. Do not distribute without permission. RANKING FACTORS 2015 0 50 100 150 200 250 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 US-MOBILE 2015 US-MOBILE 2014 Number of internal Links NumberofinternalLinks
  49. 49. 63 © Searchmetrics. All rights reserved. Do not distribute without permission. RANKING FACTORS 2015 0 5 10 15 20 25 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 US-MOBILE 2015 US-MOBILE 2014 Keywords in Body KeywordsinBody
  50. 50. Search Results are Different Depending on Context
  51. 51. MOBILE SEO VISIBILITY
  52. 52. 66 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Mobile SEO Visibility My Project Deep Insights for Devices Mobile
  53. 53. TAKEAWAYS Technical Optimization helps to create Rankings… (when done correctly) 1.
  54. 54. 68 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober EXAMPLE: SEO - BUT NO RELEVANT CONTENT
  55. 55. 69 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober EXAMPLE: SEO - BUT NO RELEVANT CONTENT
  56. 56. 70 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober EXAMPLE: SEO - BUT NO RELEVANT CONTENT
  57. 57. 71 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober EXAMPLE: SEO - BUT NO RELEVANT CONTENT #1 No Rankings
  58. 58. TAKEAWAYS Technical Optimization helps… but only RELEVANT CONTENT creates long-term Success! 1.
  59. 59. TAKEAWAYS Technical Optimization ≠ Keyword Optimization = Site Structure + Usability 1.
  60. 60. TAKEAWAYS Don‘t provide Keywords – provide ANSWERS 2.
  61. 61. TAKEAWAYS Content HOLISTIC = context-based + user-focused 3.
  62. 62. 77 © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober HOLISTIC and RELEVANT WEBSITES
  63. 63. SEO Today * Search EXPERIENCE Optimization
  64. 64. Thank you @marcustober

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