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What's Hot in SEO Ranking Factors By Eric Enge


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From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: The Periodic Table of SEO Ranking Factors: 2016 Edition. PRESENTATION: What's Hot in SEO Ranking Factors - Given by Eric Enge, @stonetemple - Stone Temple Consulting, CEO. #SMX #11A

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What's Hot in SEO Ranking Factors By Eric Enge

  1. 1. #SMX #11A @stonetemple TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE (SWAP IN YOUR OWN AS NEEDED) What’s Hot in SEO Ranking Factors
  2. 2. #SMX #11A @stonetemple FIRE … I walked barefoot across hot coals for 25 feet in October 2010 I camped in Northern Minnesota in February 2011 (temps hit -30) … And ICE
  3. 3. #SMX #11A @stonetemple Stone Temple Consulting Full-service Digital Marketing Agency Content Marketing •  Strategic Plan •  Off-site Placements •  On-site Content •  Influencer / Media Relationships •  Link Building On-Page SEO •  Comprehensive Audits •  Site Hierarchy (IA) •  Search Engine Crawl Management •  Crawls •  Ongoing Site Reviews and Auditing •  Mobile Strategy •  Mobile SEO Implementation •  AMP •  App Strategy •  Deep Linking •  App Store Optimization Social Media •  Strategic Plan •  Drive Business Results •  Influencer / Media Relationships •  Content Strategy •  Content Generation Mobile
  4. 4. #SMX #11A @stonetemple Featured Snippets: Let’s Look At Some Data!
  5. 5. #SMX #11A @stonetemple Rich Answers Continuing to Grow Based on Reviewing 855K SERPs
  6. 6. #SMX #11A @stonetemple Massive Churn in Featured Snippets
  7. 7. #SMX #11A @stonetemple
  8. 8. #SMX #11A @stonetemple
  9. 9. #SMX #11A @stonetemple Google Appears to Have Built a Featured Snippet Machine Speculation Ahead!
  10. 10. #SMX #11A @stonetemple Example Site: Got The Rich Answer Does Getting a Featured Snippet Increase Traffic?
  11. 11. #SMX #11A @stonetemple We Published 5 New Pages on May 20th 2015
  12. 12. #SMX #11A @stonetemple We Included Transcripts With an Outline of Clear Steps
  13. 13. #SMX #11A @stonetemple The Content Provided a Lot More Info Than Just the “How To”
  14. 14. #SMX #11A @stonetemple We Submitted the URLs in Search Console
  15. 15. #SMX #11A @stonetemple Bingo! Saw This Within 3 Days of Publishing the Content
  16. 16. #SMX #11A @stonetemple RankBrain: What’s the Real Story?
  17. 17. #SMX #11A @stonetemple What is the label of a consumer at the highest level of a food chain? “Name” To eat not to buy “The” “Top”
  18. 18. #SMX #11A @stonetemple Can You Get 100% Score on Super Mario Without Walkthrough? Negatives
  19. 19. #SMX #11A @stonetemple Built a DB of 500K queries from Google and Bing Suggest
  20. 20. #SMX #11A @stonetemple June/July 2015 Google Result January 2016 Google Result Pulled Results from Google on Two Different Dates
  21. 21. #SMX #11A @stonetemple Why Are PDFs So Weak? July 2015 Answer
  22. 22. #SMX #11A @stonetemple Now Relates “Weak” to Security January 2016 Answer
  23. 23. #SMX #11A @stonetemple
  24. 24. #SMX #11A @stonetemple
  25. 25. #SMX #11A @stonetemple July 2015 Answer
  26. 26. #SMX #11A @stonetemple January 2016 Answer
  27. 27. #SMX #11A @stonetemple Google’s Mobile Update II
  28. 28. #SMX #11A @stonetemple What Happened With Mobilegeddon? We Analyzed 15,235 Queries Week of April 17 2015, and Again on May 18 2015 We Focused on the Top 10 Results
  29. 29. #SMX #11A @stonetemple Mobile DOES Matter as a Ranking Factor
  30. 30. #SMX #11A @stonetemple What About Google’s 2nd Mobile Ranking Update?
  31. 31. #SMX #11A @stonetemple Not as Big an Impact as the First Update
  32. 32. #SMX #11A @stonetemple Not as Big an Impact as the First Update
  33. 33. #SMX #11A @stonetemple Why This Update is Still Important Indicator of Google’s Confidence in the Concept of a Rankings Boost Will Likely be Followed by More Such Updates Future mobile ranking updates will include other factors such as page speed
  34. 34. #SMX #11A @stonetemple
  35. 35. #SMX #11A @stonetemple Links: A Fresh Look at Their Impact
  36. 36. #SMX #11A @stonetemple Ammon Johns: We heard that RankBrain is the third-most-important signal contributing to results now. Would it be beneficial to us to know what the first two are? Andrey Lippatsev: Yes. Absolutely. I can tell you what they are. It’s content and links going into your site. v=l8VnZCcl9J4#t=30m15s Aired on Mar 23, 2016 Google’s Current Postion
  37. 37. #SMX #11A @stonetemple
  38. 38. #SMX #11A @stonetemple So What’s the Real Story?
  39. 39. #SMX #11A @stonetemple Mean of the Correlations Across All SERPs Tested
  40. 40. #SMX #11A @stonetemple Sum of all Links Per Ranking Position (Normalized)
  41. 41. #SMX #11A @stonetemple Aggregate Correlations Across Blocks of 10 SERPs Positions 1 – 10 Positions 11 – 20 Positions 21 – 30 Positions 31 – 40 Positions 41 – 50 Pearson Correlation: 0.77 Spearman Correlation: 1
  42. 42. #SMX #11A @stonetemple What Do All These Numbers Mean? The Aggregate Correlation Values are VERY High The Average of the Individual SERP Correlations Still Meaningful Search is a Noisy System •  We found that at least 6% of the results came from different algorithms) •  Local results •  Query deserves diversity •  In Depth Articles •  Overall Content Quality / Relevance a Huge Factor Too
  43. 43. #SMX #11A @stonetemple Content Quality / Relevance 1. Link Score = 100, Content Score = 70 2. Link Score = 80, Content Score = 90 Which Would Rank Higher? Imagine a System Where You Multiply 2 Numbers Link Score * Content Score = ?
  44. 44. #SMX #11A @stonetemple Impact of a Mix of Domain Authority and Page Authority
  45. 45. #SMX #11A @stonetemple Commercial vs. Informational Terms
  46. 46. #SMX #11A @stonetemple Commercial Head Terms vs. Commercial Long Tail Terms
  47. 47. #SMX #11A @stonetemple Examples of the True Power of Links This is a Process That We’ve Repeated Hundreds of Times
  48. 48. #SMX #11A @stonetemple Eric Enge @stonetemple +Eric Enge (508) 962-8474 Thank You!