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© Searchmetrics. All rights reserved. Do not distribute without permission.
Marcus Tober
Chicago
04/15/2015
The Content Evolution
Mobile/Desktop – Entities/Keywords – User-Focus & more
@marcustober
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
Made with love in Berlin
165 passionate people
Innovator in SEO Software &
more since 2005
ROADS?
Where we‘re going, we don‘t need Roads.
Let‘s go back in time….
An SEO walks into a bar…
An SEO walks into a bar…
bars, beer garden, lounge,
hangout hole, night club,
mini bar, bar stool, tavern,
pub, beer, whine, whiskey…
10
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
The „old-fashioned“ way to do it
11
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
Today
SEO VISIBILITY
13
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
SEO Visibility - ehow.com
14
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
Stock
-$2 Bn!
15
© Searchmetrics. All rights reserved. Do not distribute without permission.
KEYWORD
2015
MachineLearning
16
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@marcustober
STOP – what about this?
users still type keywords in here…
17
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
ANSWER: Hummingbird
„precise and fast“
boiled egg hard boiled egg recipe
how long does it take
to boil an egg
June 2013
April 2014
March 2015
Mobile
March 2015
MOBILE
RANKINGS
Related KWs
March 2015
how to cook the
perfect boiled egg
what is the best method
for hard boiled eggs
24
© 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
Irrelevant Content
just vanishes
Example
Nope
28
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
ehow.com/how-does_5316451_long-boil-eggs.html
SNIPPET
29
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
March 2015June 2013
9#
#34
1 Ranking !
30
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
CONTENT OPTIMIZATION
Ø Market
eHow-URL
31
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
CONTENT OPTIMIZATION
32
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
Example
Dope
38
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
thekitchn.com/how-to-boil-eggs-perfectly-every-time…
Keyword Density „boiled eggs“
39
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
HOLISTIC WEBSITES
40
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
HOLISTIC WEBSITES
464 #1
41
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
SEO Visibility - thekitchn.com
March 2015
43
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
CONTENT OPTIMIZATION
44
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
CONTENT OPTIMIZATION
Data-Driven Approach
2015
Correlation ≠ Causation
48
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
DATA-DRIVEN APPROACH
SEO Today
Technical Aspects:
• Site Structure
• Internal Link Structure
• Usability, etc.
49
© 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
50
© Searchmetrics. All rights reserved. Do not distribute without permission.
KeywordinTitle(in%)
RANKING FACTORS 2015
Keyword in Title
51
© Searchmetrics. All rights reserved. Do not distribute without permission.
RANKING FACTORS 2015
FilesizeFILESIZE
52
© 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
53
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
DIFFERENCE: Desktop VS. Mobile SERPs
54
© Searchmetrics. All rights reserved. Do not distribute without permission.
Different URLs
Smartphone
56
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
DATA-DRIVEN APPROACH
SEO Today
Content Aspects:
• Content Strategy
• Content Optimization
• Content Success Measurement
57
© 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
58
© 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
59
© 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
Search Results are Different
Depending on Context
MOBILE SEO VISIBILITY
62
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
Mobile SEO Visibility
My Project
Deep Insights for
Devices Mobile
TAKEAWAYS
Technical Optimization
helps to create Rankings…
(when done correctly)
1.
64
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
EXAMPLE: SEO - BUT NO RELEVANT CONTENT
65
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
EXAMPLE: SEO - BUT NO RELEVANT CONTENT
66
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
EXAMPLE: SEO - BUT NO RELEVANT CONTENT
67
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
EXAMPLE: SEO - BUT NO RELEVANT CONTENT
#1 No Rankings
TAKEAWAYS
Technical Optimization
helps… but only
RELEVANT CONTENT
creates long-term Success!
1.
TAKEAWAYS
Technical Optimization
≠ Keyword Optimization
= Site Structure + Usability
1.
TAKEAWAYS
Don‘t provide
Keywords – provide
ANSWERS
2.
TAKEAWAYS
Content HOLISTIC
= context-based
+ user-focused
3.
BONUS
Success is the result of
SEO +
Relevant CONTENT
*
SEO Today
* Search
EXPERIENCE
Optimization
Thank you
@marcustober

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SEJ Summit 2015: The Content Evolution by Marcus Tober #SEJSummit

Editor's Notes

  1. Unsere Daten: In DE haben 1.007.795 Domains eine Visibility > 5 von 8.791.799 bekannten Domains, also 11,46%. In US haben 1.336.552 Domains eine Visibility > 10 von 12.356.790 bekannten Domains, also 10,81%.