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Why General Ranking Factors Are Dead! By Marcus Tober

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From the SMX East Conference in New York City,Oct 24-26, 2017. SESSION: SEO Ranking Factors In 2017: What's Important, What's Not. PRESENTATION: Why General Ranking Factors Are Dead! - Given by Marcus Tober, @marcustober - Searchmetrics, Inc., Founder/CTO. #SMX #11A

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Why General Ranking Factors Are Dead! By Marcus Tober

  1. 1. #SMX #11A @MarcusTober SEO Ranking Factors in 2017 and beyond! WHY GENERAL RANKING FACTORS ARE DEAD! - What’s Important, What’s Not SEARCHMETRICS THE CONTENT GENERATION
  2. 2. #SMX #11A @MarcusTober SEO Ranking Factors in 2017 and beyond! WHY GENERAL RANKING FACTORS ARE DEAD! - What’s Important, What’s Not SEARCHMETRICS THE CONTENT GENERATION
  3. 3. #SMX #11A @MarcusTober MARCUS TOBER • Founder and CTO of Searchmetrics • Studied computer science in Berlin (Data and Tech Nerd) • Search and Content mouthpiece since 2001
  4. 4. #SMX #11A @MarcusTober SEARCHMETRICS • Made with love in Berlin • More than 280 passionate people • Innovator in SEO and Content Software since 2015
  5. 5. #SMX #11A @MarcusTober DOWNLOAD SLIDES: searchmetrics.com/smxeast-2017
  6. 6. #SMX #11A @MarcusTober TRADITIONAL RANKING FACTORS REST IN PEACE!
  7. 7. #SMX #11A @MarcusTober TWO APPROACHES TO ANALYZE 1. GeneralTrends 2. Individual Peculiarities RANKING FACTORS
  8. 8. #SMX #11A @MarcusTober@MarcusTober#SMX #11A#SMX #11A @MarcusTober GENERAL TRENDS FROM GENERAL TO INDIVIDUAL 1.
  9. 9. #SMX #11A @MarcusTober Health + Finance + eCommerce + Media + Travel Overall Ranking FactorsGENERAL NICHE INDUSTRY Recipes/ SEO/ Celebrity News/ Dating/ Weather Forecast etc. broad specific Our NEW Ranking Factors Approach GENERAL vs INDUSTRY vs NICHE
  10. 10. #SMX #11A @MarcusTober Health + Finance + eCommerce + Media + Travel Overall Ranking Factors NICHE INDUSTRY Recipes/ SEO/ Celebrity News/ Dating/ Weather Forecast GENERAL Our NEW Ranking Factors Approach GENERAL vs INDUSTRY vs NICHE
  11. 11. #SMX #11A @MarcusTober#SMX #11A @MarcusTober#SMX #11A @MarcusTober Technical Tc 1
  12. 12. #SMX #11A @MarcusTober Page LoadTime (sec) Technical Tc 1 50% 150% 250% 350% 450% 550% 650% 750% 850% 1 3 5 7 9 11 13 15 17 19 Desktop 2016 #REF! Desktop 2017 5.8s Top 10- 2017 7.8s Top 10- 2016 Pages load 2 seconds faster than last year. GENERAL RANKING FACTORS (TRENDS)
  13. 13. #SMX #11A @MarcusTober#SMX @MarcusTober Keywords Kw 2
  14. 14. #SMX #11A @MarcusTober 40% 45% 50% 55% 60% 65% 70% 75% 80% 1 3 5 7 9 11 13 15 17 19 Desktop 2015 Desktop 2016 Desktop 2017 48% Top 10- 2017 55% Top 10- 2016 75% Top 10- 2015 Webmasters are finally skipping keyword usage as a strategy. Keyword inTitle GENERAL RANKING FACTORS (TRENDS) Keyword Kw 2
  15. 15. #SMX #11A @MarcusTober#SMX #11A @MarcusTober#SMX #11A @MarcusTober Content Co 4
  16. 16. #SMX #11A @MarcusTober Content Co 4 1,000 1,200 1,400 1,600 1,800 2,000 2,200 1 3 5 7 9 11 13 15 17 19 Desktop 2015 Desktop 2016 Desktop 2017 1,900 1,600 Top 10- 2016 1,300 Top 10- 2015 Content is becoming longer and longer. Top 10- 2017 Word Count GENERAL RANKING FACTORS (TRENDS)
  17. 17. #SMX #11A @MarcusTober BUT: …is it just the size that matters?
  18. 18. #SMX #11A @MarcusTober#SMX #11A @MarcusTober#SMX #11A @MarcusTober LEARNING Content becomes longer and longer 4LEARNING User Experience is improving 3 LEARNING Keywords continue to lose relevance 2LEARNING Technical optimization improves 1 LEARNING Content needs to be relevant to the user intention 5
  19. 19. #SMX #11A @MarcusTober Individual Ranking Factors
  20. 20. #SMX #11A @MarcusTober@MarcusTober#SMX #11A#SMX #11A @MarcusTober INDIVIDUAL PECULIARITIES DIFFERENT AUDIENCES – DIFFERENT NEEDS 2.
  21. 21. #SMX #11A @MarcusTober Health + Finance + eCommerce + Media + Travel Overall Ranking Factors NICHE INDUSTRY Recipes/ SEO/ Celebrity News/ Dating/ Weather Forecast GENERAL Our NEW Ranking Factors Approach GENERAL vs INDUSTRY vs NICHE
  22. 22. #SMX #11A @MarcusTober@MarcusTober#SMX #11A#SMX #11A @MarcusTober Different Industries – Different Ranking Factors eCommerce Finance Health Media Travel Download for free: searchmetrics.com/industry-factors INDUSTRY RANKING FACTORS
  23. 23. #SMX #11A @MarcusTober@MarcusTober#SMX #11A#SMX #11A @MarcusTober Different Industries – Different Ranking Factors eCommerce Finance Health Media Travel
  24. 24. #SMX #11A @MarcusTober@MarcusTober#SMX #11A#SMX #11A @MarcusTober People want to feel safe! … especially when it comes to money Finance Ranking Factors
  25. 25. #SMX #11A @MarcusTober http://www.google.com/ tax calculator 7 pages WITH HTTPS on the 1st page! Only 1 page WITHOUT HTTPS. Would YOU hand over sensitive financial data? #SMX @MarcusTober Different Industries – Different Ranking Factors INDUSTRY RANKING FACTORS
  26. 26. #SMX #11A @MarcusTober
  27. 27. #SMX #11A @MarcusTober Technical Tc 1 10% 20% 30% 40% 50% 60% 1 3 5 7 9 11 13 15 17 19 Finance Travel 23% Top 10- Travel 46% Top 10- Finance Much more HTTPS in Finance than inTravel. HTTPS INDUSTRY RANKING FACTORS
  28. 28. #SMX #11A @MarcusTober#SMX @MarcusTober http://www.google.com/ arctic cruiseNone of the top URLs use HTTPS! Why use HTTPS for Travel (offer landing) pages? Different Industries – Different Ranking Factors INDUSTRY RANKING FACTORS
  29. 29. #SMX #11A @MarcusTober User Experience Ux 2 0 1 2 3 1 3 5 7 9 11 13 15 17 19 Finance Spalte2 Travel 2.15 Top 10- Travel 0.92 Top 10- Finance Much more images inTravel than in Finance. Number of Images INDUSTRY RANKING FACTORS
  30. 30. #SMX #11A @MarcusTober User Experience Ux 2 0 500 1,000 1,500 2,000 2,500 3,000 3,500 1 3 5 7 9 11 13 15 17 19 Finance Spalte2 Travel 2,700 Top 10- Travel 1,800 Top 10- Finance Much more Content inTravel than in Finance. Average Word Count INDUSTRY RANKING FACTORS
  31. 31. #SMX #11A @MarcusTober#SMX http://www.google.com/ cheap airline tickets #SMX @MarcusTober Different Industries – Different Ranking Factors INDUSTRY RANKING FACTORS
  32. 32. #SMX #11A @MarcusTober#SMX @MarcusTober Images 13 ; Word Count 733 #SMX @MarcusTober Different Industries – Different Ranking Factors INDUSTRY RANKING FACTORS
  33. 33. #SMX #11A @MarcusTober#SMX http://www.google.com/ foreign exchange #SMX @MarcusTober Different Industries – Different Ranking Factors INDUSTRY RANKING FACTORS
  34. 34. #SMX #11A @MarcusTober#SMX Images 0 / Word Count 87 #SMX @MarcusTober Different Industries – Different Ranking Factors INDUSTRY RANKING FACTORS
  35. 35. #SMX #11A @MarcusTober Images: 0 Word Count: 87 Images: 13 Word Count: 733 HUGE differences in image & word count! But both URLs rank on #1! „Cheap Airline Tickets“„Foreign Exchange“ Different Industries – Different Ranking Factors INDUSTRY RANKING FACTORS
  36. 36. #SMX #11A @MarcusTober Health + Finance + eCommerce + Media + Travel Overall Ranking Factors NICHE INDUSTRY Recipes/ SEO/ Celebrity News/ Dating/ Weather Forecast GENERAL Our NEW Ranking Factors Approach GENERAL vs INDUSTRY vs NICHE
  37. 37. #SMX #11A @MarcusTober@MarcusTober#SMX #11A#SMX #11A @MarcusTober SEO BlogsDating Platforms Recipes User Intention varies depending on NICHE/ QUERY NICHE RANKING FACTORS
  38. 38. #SMX #11A @MarcusTober Technical Tc 1 0% 10% 20% 30% 40% 50% 60% 70% 80% 1 3 5 7 9 11 13 15 17 19 Dating SEO Recipes 34% 62% Top 10- SEO 18% Top 10- Recipes Very different spread of HTTPS in niches. Top 10- Dating HTTPS NICHE RANKING FACTORS
  39. 39. #SMX #11A @MarcusTober • RANKING FACTORS 2017-US Technical Tc 1 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 3 5 7 9 11 13 15 17 19 Dating SEO Recipes 34% 60% Top 10- SEO 89% Top 10- Recipes Recipes has most Microdata integrations. Top 10- Dating Microdata (Schema.org) NICHE RANKING FACTORS
  40. 40. #SMX #11A @MarcusTober http://www.google.com/ scallop potato recipe #SMX 8 out of the top 10 organic results have Schema integrations! 1 2 3 4 5 6 8 7 #SMX @MarcusTober Different NICHES – Different Ranking Factors NICHES RANKING FACTORS
  41. 41. #SMX #11A @MarcusTober http://www.google.com/ #SMX 1 2 dating websites for free ? ? Just TWO URLs on the first page have Schema integrations! #SMX @MarcusTober Different NICHES – Different Ranking Factors NICHES RANKING FACTORS
  42. 42. #SMX #11A @MarcusTober#SMX @MarcusTober USER WANTS TO: Find the best platform USER WANTS: Information and analyses USER WANTS: Easy and structured guidance User Intention varies depending on NICHE/ QUERY NICHE RANKING FACTORS SEARCH INTENTIONS
  43. 43. #SMX #11A @MarcusTober …it makes NO sense to analyse Ranking Factors according to SEARCH VOLUME GROUPS! (because search intentions do not depend on volume) THAT‘S WHY…
  44. 44. #SMX #11A @MarcusTober#SMX @MarcusTober AWARENESS CONSIDERATION TRANSACTION CUSTOMER RELATIONSHIP SEARCHVOLUME High SEARCHVOLUMES INTHE SALES FUNNEL SIMPLIFIED MODEL Moderate Low
  45. 45. #SMX #11A @MarcusTober#SMX @MarcusTober SEARCHVOLUME High SEARCHVOLUMES INTHE SALES FUNNEL SIMPLIFIED MODEL SHOP BULLETS TEXT IMAGES Moderate Low Low >50K >20K <20K Single Pages for every Funnel Stage or SearchVolume Group?
  46. 46. #SMX #11A @MarcusTober#SMX @MarcusTober SEARCHVOLUME High SEARCHVOLUMES INTHE SALES FUNNEL SIMPLIFIED MODEL SHOP BULLETSTEXT IMAGES Moderate Low Low FAIL! Single Page Single Page Single Page Single Page
  47. 47. #SMX #11A @MarcusTober#SMX @MarcusTober High SEARCHVOLUMES INTHE SALES FUNNEL SIMPLIFIED MODEL SHOP BULLETS TEXT IMAGES Moderate Low Low TEXT VIDEO TEXT HOLISTIC PAGES WIN!
  48. 48. #SMX #11A @MarcusTober © Searchmetrics. All rights reserved. Do not • Table of contents • Unordered Lists • Infoboxes • Images and interactive elements • …and much more
  49. 49. #SMX #11A @MarcusTober CONSOLIDATE AND FOCUS ON NICHE = SUCCESS BUT IT WORKS!! 240% more Visibility 95% of content removed and: consolidated – Removing old content can lead to awesome growth – – –
  50. 50. #SMX #11A @MarcusTober@MarcusTober#SMX #11A#SMX #11A @MarcusTober Furniture Weight Loss Wine User Intention varies depending on NICHE/ QUERY *NEW NICHE RANKING FACTORS Einstein
  51. 51. #SMX #11A @MarcusTober -0.20 0.00 0.20 0.40 0.60 0.80 1.00 1.20 1 3 5 7 9 11 13 15 17 19 Health Furniture Wine Einstein #Videos in Content *NEW NICHE RANKING FACTORS 0.38 0.01 Top 10- Furniture 0.00 Top 10- Wine Most videos on position 1+2 in health niche. Top 10- Health 0.08 Top 10- Einstein
  52. 52. #SMX #11A @MarcusTober#SMX http://www.google.com/ weight loss #SMX @MarcusTober Different Industries – Different Ranking Factors INDUSTRY RANKING FACTORS
  53. 53. #SMX #11A @MarcusTober Different Industries – Different Ranking Factors INDUSTRY RANKING FACTORS #SMX @MarcusTober#SMX @MarcusTober 11 Videos (!)
  54. 54. #SMX #11A @MarcusTober#SMX http://www.google.com/ candle sconsces #SMX @MarcusTober Different Industries – Different Ranking Factors INDUSTRY RANKING FACTORS
  55. 55. #SMX #11A @MarcusTober#SMX Videos: 0 / but Images: 87 #SMX @MarcusTober Different Industries – Different Ranking Factors INDUSTRY RANKING FACTORS
  56. 56. #SMX #11A @MarcusTober 0 5 10 15 20 25 30 35 40 1 3 5 7 9 11 13 15 17 19 Health Furniture Wine Einstein # Images in Content *NEW NICHE RANKING FACTORS 19.39 27.95 Top 10- Furniture 9.79 Top 10- Wine .Most images in furniture niche (shop/ e-commerce). Top 10- Health 11.45 Top 10- Einstein
  57. 57. #SMX #11A @MarcusTober THE MORETHE BETTER?
  58. 58. #SMX #11A @MarcusTober -0.05 0.00 0.05 0.10 0.15 0.20 0.25 1 3 5 7 9 11 13 15 17 19 Health Furniture Wine Einstein # Image Galery Above Fold *NEW NICHE RANKING FACTORS 0.11 0.00 Top 10- Furniture 0.00 Top 10- Wine Most image galleries in health niche. Top 10- Health 0.00 Top 10- Einstein
  59. 59. #SMX #11A @MarcusTober Health Niche – Image Gallery? INDUSTRY RANKING FACTORS #SMX @MarcusTober#SMX @MarcusTober Image Galery (10 Images/ 10 Clicks)
  60. 60. #SMX #11A @MarcusTober 0.00 0.10 0.20 0.30 0.40 0.50 0.60 1 3 5 7 9 11 13 15 17 19 Health Recipes # Image Galery Above Fold *NEW NICHE RANKING FACTORS 0.11 0.19 Top 10- Recipes Top 10- Health
  61. 61. #SMX #11A @MarcusTober 0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 1 3 5 7 9 11 13 15 17 19 Health Furniture Wine Einstein # Ads *NEW NICHE RANKING FACTORS 3.24 0.59 Top 10- Furniture 1.13 Top 10- Wine Most ads in health niche. Top 10- Health 1.90 Top 10- Einstein
  62. 62. #SMX #11A @MarcusTober 0.00 50.00 100.00 150.00 200.00 250.00 1 3 5 7 9 11 13 15 17 19 Health Furniture Wine Einstein # Sentences *NEW NICHE RANKING FACTORS 91 46 Top 10- Furniture 54 Top 10- Wine Most content/ sentences in science niche. Top 10- Health 117 Top 10- Einstein
  63. 63. #SMX #11A @MarcusTober#SMX http://www.google.com/ the theory of relativity #SMX @MarcusTober Different Industries – Different Ranking Factors INDUSTRY RANKING FACTORS
  64. 64. #SMX #11A @MarcusTober Different Industries – Different Ranking Factors INDUSTRY RANKING FACTORS #SMX @MarcusTober#SMX @MarcusTober Much Content
  65. 65. #SMX #11A @MarcusTober#SMX http://www.google.com/ dresser with mirror #SMX @MarcusTober Different Industries – Different Ranking Factors INDUSTRY RANKING FACTORS
  66. 66. #SMX #11A @MarcusTober#SMX Images, but much less content! #SMX @MarcusTober Different Industries – Different Ranking Factors INDUSTRY RANKING FACTORS
  67. 67. #SMX #11A @MarcusTober 0.00 500.00 1,000.00 1,500.00 2,000.00 2,500.00 1 3 5 7 9 11 13 15 17 19 Health Furniture Wine Einstein # of Keywords the URL ranks for *NEW NICHE RANKING FACTORS 1,922.69 336.73 Top 10- Furniture 47.63 Top 10- Wine Health pages rank for many keywords. Top 10- Health 155.97 Top 10- Einstein
  68. 68. #SMX #11A @MarcusTober#SMX @MarcusTober Same Niches – Different Keywordset *NEW NICHE RANKING FACTORS 100 KWs 1000 KWs VS
  69. 69. #SMX #11A @MarcusTober 0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 1 3 5 7 9 11 13 15 17 19 Health Health BIG Furniture Furniture BIG # Ads *NEW NICHE RANKING FACTORS 3.24 3.33 Top 10- Health BIG 0.59 Top 10- Furniture ... Top 10- Health 0.62 Top 10- Furniture BIG
  70. 70. #SMX #11A @MarcusTober 0.00 20.00 40.00 60.00 80.00 100.00 120.00 140.00 1 3 5 7 9 11 13 15 17 19 Health Health BIG Furniture Furniture BIG # Sentences *NEW NICHE RANKING FACTORS 91 88 Top 10- Health BIG 46 Top 10- Furniture ... Top 10- Health 37 Top 10- Furniture BIG
  71. 71. #SMX #11A @MarcusTober BE UNIQUE - BE DIFFERENT CONTENT TAILORED TO YOUR AUDIENCE
  72. 72. #SMX #11A @MarcusTober Publish and Forget? PUBLISH AND FORGET?
  73. 73. #SMX #11A @MarcusTober • More content • Video • Infographic • Lists 2010 TODAY #SMX @MarcusTober Example searchengineland.com/guide/what-is-seo CONTENT UPDATES
  74. 74. #SMX #11A @MarcusTober 2010 TODAY Content Score: 78% Word Count: 873 Content Score: 64% Word Count: 701 #SMX @MarcusTober CONTENT SCORE – before and after Keyword „SEO“
  75. 75. #SMX #11A @MarcusTober#SMX #11A @MarcusTober#SMX #11A @MarcusTober#SMX @MarcusTober KEEP IN MIND! 1. Specialize Content 2. Update Content 3. Technical Optimization
  76. 76. #SMX #11A @MarcusTober#SMX #11A @MarcusTober#SMX #11A @MarcusTober KNOW YOUR AUDIENCE ! !
  77. 77. #SMX #11A @MarcusTober Live Long and Prosper Download slides: searchmetrics.com/smxeast-2017

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