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The Two-Tiered SERP
SearchLove London 2018
Ranking for the Most Competitive Terms
@THCapper
The Dreaded Conversation
@THCapper
What are your views on Brexit?
Douvres, Brexit, par Banksy (2017) by Paul Bissegger is licensed under CC BY-SA 4.0
Why aren’t we first for
{head term}
?!
- your boss, every week
@THCapper@THCapper
@THCapper@THCapper
@THCapper
I was missing something
@THCapper
@THCapper@THCapper
https://www.slideshare.net/THCapper/does-google-still-need-link
s-searchlove-san-diego-2017
@THCapper
https://www.slideshare.net/THCapper/does-google-still-need-link
s-searchlove-san-diego-2017 @THCapper
Yes,
it do...
@THCapper
I had part of the answer
@THCapper
At the competitive, data-rich top
end, links mean increasingly little
Me, February 2017
@THCapper@THCapper
Strength of correlation:
Domain Authority & Rankings
February 2017 October 2018
0.07
0.02
SEO in 2018 is winning at user
testing, brand awareness, and
perception
Me, February 2017
@THCapper
I was still wrong
@THCapper
@THCapper
What if:
Head terms are no longer
about ranking factors
?
@THCapper
@THCapper
The
Two-Tiered
SERP
@THCapper
Ranking
Factors
Not Ranking
Factors?
@THCapper
Evidence
Explanation
Implications
@THCapper
Agenda
Back to basics:
Why might a site rank well?
@THCapper
Google is changing
(it’s a cliché)
@THCapper
Google in 2017:
31,584 experiments
2,453 search changes
https://www.cnbc.com/2018/09/17/google-tests-changes-to-its-search...
@THCapperhttps://moz.com/blog/seo-back-to-basics
@THCapper
Why is that site outranking me?
Basic technical
@THCapper
● Is it Flash?
● Is there duplicate content?
● Is it noindex?
@THCapper
@THCapper
Why is that site outranking me?
Basic technical Targeting
@THCapper
● Is the keyword in the title?
● Is the H1 relevant?
● Is there some copy?
@THCapper
@THCapper
Why is that site outranking me?
Basic technical
Links
Targeting
@THCapper
● Is it linked to internally?
● Is this domain comparable to
competitors?
● Is this spammy?
@THCapper
@THCapper
Why is that site outranking me?
Basic technical
Links
Targeting
Hygiene factors
@THCapper
● Is it mobile friendly?
● Is it fast?
● Is it keyword-stuffed?
@THCapper
@THCapper
2004 Reasonable surfer
2011 Panda
2012 Penguin
2014 Pigeon
2015 Mobilegeddon
@THCapper
@THCapper
Building on the old model
@THCapper
@THCapper
https://www.slideshare.net/DistilledSEO/searchlove-london-2016-tom-anthony-s
eo-splittesting-how-you-can-run-tes...
@THCapper
You sucked
@THCapper
@THCapper@THCapper
https://www.slideshare.net/DistilledSEO/searchlove-london-2016-tom-anthony-s
eo-splittesting-how-you-ca...
@THCapper
I scored 0%
@THCapper
@THCapper
I scored 0%
...repeatedly
@THCapper
I’m a frog
&
Google is a saucepan
@THCapper
We are asking the wrong questions
Basic technical
Links
Targeting
Hygiene factors
Evidence
@THCapper@THCapper
https://www.slideshare.net/THCapper/does-google-still-need-link
s-searchlove-san-diego-2017
@THCapper@THCapperhttps://www.slideshare.net/THCapper/does-google-still-need-link
s-searchlove-san-diego-2017
@THCapper
Strength of correlation:
Domain Authority & Rankings
May 2015
(Moz)
February 2017
(Me)
0.07
0.26
@THCapper
Moz Study My Study
17,600 queries from KWP 4,900 queries from STAT
@THCapper
Moz Study My Study
17,600 queries from KWP 4,900 queries from STAT
Top 50 results Top 10 results
@THCapper
Moz Study My Study
17,600 queries from KWP 4,900 queries from STAT
Top 50 results Top 10 results
Desktop only (?...
@THCapper
Moz Study My Study
17,600 queries from KWP 4,900 queries from STAT
Top 50 results Top 10 results
Desktop only (?...
@THCapper
Moz Study My Study
17,600 queries from KWP 4,900 queries from STAT
Top 50 results Top 10 results
Desktop only (?...
@THCapper
Moz Study My Study
17,600 queries from KWP 4,900 queries from STAT
Top 50 results Top 10 results
Desktop only (?...
@THCapper
Links are less important
in the top 10?
@THCapper
@THCapper
I need a fairer comparison
@THCapper
@THCapper
Hypothesis:
The higher you rank,
the less “ranking factors” matter
@THCapper
@THCapper
Prediction:
We’ll see a weaker
DA & ranking correlation
in positions 1-5
@THCapper
@THCapper@THCapper
Strength of correlation:
Domain Authority & Rankings
May 2015
(Moz)
February 2017
(Me)
0.070
0.260
0.02...
@THCapper@THCapper
0.011
6-10
@THCapper@THCapper
1-5
0.001
0.011
6-10
@THCapper
Hypothesis:
The higher you rank,
the less “ranking factors” matter
@THCapper
@THCapper
Hypothesis:
The higher you rank,
the less “ranking factors” matter
@THCapper
@THCapper
Caveat:
We only looked
at one factor
@THCapper
@THCapper@THCapper
Caveat:
We lack a control
@THCapper@THCapperhttps://moz.com/blog/seo-ranking-factors-and-correlation
@THCapper
Theory:
Head terms are no longer
about ranking factors
@THCapper
@THCapper@THCapper
Evidence:
1. Links less relevant in the top 5
@THCapper@THCapper
@THCapper
Site DA
1 Interflora 53
2 Flying Flowers 46
3 M&S 82
4 Serenata 56
5 NextFlowers 40
6 eFlorist 44
7 & 8 Waitrose...
@THCapper
Site DA BSV
1 Interflora 53 212,000
2 Flying Flowers 46 24,000
3 M&S 82 3,060,000
4 Serenata 56 5,000
5 NextFlow...
@THCapper
Site DA BSV Specialist?
1 Interflora 53 212,000 Yes
2 Flying Flowers 46 24,000 Yes
3 M&S 82 3,060,000 No
4 Seren...
@THCapper
Nice rankings...
shame if something
happened to them.
@THCapper
@THCapper
Keyword: Mother’s day flowers
@THCapper
Keyword: Mother’s day flowers
@THCapper
Keyword: Mother’s day flowers
@THCapper
Keyword: Mother’s day flowers
@THCapper
Keyword: Mother’s day flowers
@THCapper
Keyword: Mother’s day flowers
@THCapper
Keyword: Mother’s day flowers
@THCapper
Keyword: Mother’s day flowers
@THCapper
Keyword: Mother’s day flowers
@THCapper
Keyword: Mother’s day flowers
@THCapper
Keyword: Mother’s day flowers
@THCapper
Keyword: Mother’s day flowers
@THCapper
Keyword: Mother’s day flowers
@THCapper
Keyword: Mother’s day flowers
@THCapper
Keyword: Mother’s day flowers
@THCapper
Keyword: Mother’s day flowers
@THCapper
Keyword: Mother’s day flowers
Offline brands:
Doing pretty well
@THCapper
Keyword: Mother’s day flowers
Offline brands:
Doing pretty well
@THCapper
Eflorist & Serenata:
Strong domains you never heard of, the “SEO” winners
Keyword: Mother’s day flowers
@THCapper
Why is that site outranking me?
Basic technical
Links
Targeting
Hygiene factors
@THCapper
Flying Flowers & Appleyard
Small brands, small domains, clung on
Keyword: Mother’s day flowers
@THCapper
Flying Flowers & Appleyard
Small brands, small domains, clung on
@THCapper
Flying Flowers & Appleyard
Small brands, small domains, clung on
@THCapper
Flying Flowers & Appleyard
Small brands, small domains, clung on
@THCapper
Flying Flowers & Appleyard
Small brands, small domains, clung on
@THCapper
Flying Flowers & Appleyard
Small brands, small domains, clung on
@THCapper
Flying Flowers & Appleyard
Small brands, small domains, clung on
@THCapper
Flying Flowers & Appleyard
Small brands, small domains, clung on
@THCapper
Flying Flowers
Simple, price-orientated, emphasis on free delivery
@THCapper
Site DA BSV Specialist? Change
WaitroseFlorist 42 924,000 Ish +7
M&S 82 3,060,000 No +4
Winners
@THCapper
Losers
Site DA BSV Specialist? Change
eFlorist 44 16,000 Yes -5
Serenata 56 5,000 Yes -16
@THCapper
Hangers on
Site DA BSV Specialist? Change
Interflora 53 212,000 Yes -2
Flying Flowers 46 24,000 Yes -2
NextFlowe...
@THCapper@THCapper
Theory:
Head terms are no longer
about ranking factors
@THCapper@THCapper
Evidence:
1. Links less relevant in the top 5
2. SERPs change when they
become high volume
@THCapper
Intent
@THCapper
@THCapper
Medic update: Winners
Site Visibility
NHS +4.6%
WebMB +6.5%
Healthline +3.5%
Bupa +4.9%
Cosmopolitan +4.6%
Elle ...
@THCapper
Medic update: Winners
Site Visibility
NHS +4.6%
WebMB +6.5%
Healthline +3.5%
Bupa +4.9%
Cosmopolitan +4.6%
Elle ...
@THCapper
Medic update: Winners
Site Visibility
NHS +4.6%
WebMB +6.5%
Healthline +3.5%
Bupa +4.9%
Cosmopolitan +4.6%
Elle ...
@THCapper
Medic update: Winners
Site Visibility
NHS +4.6%
WebMB +6.5%
Healthline +3.5%
Bupa +4.9%
Cosmopolitan +4.6%
Elle ...
@THCapper
-20% traffic
@THCapper
Revenue impact?
@THCapper@THCapper
Theory:
Head terms are no longer
about ranking factors
@THCapper@THCapper
Evidence:
1. Links less relevant in the top 5
2. SERPs change when they
become high volume
3. Google is...
Explanation
@THCapper
Why is this
happening?
@THCapper
@THCapper
Let’s practice
some empathy
@THCapper
“what percent of users clicked
through a picture-link and then
quickly clicked back”
https://www.cnbc.com/2018/09/17/googl...
@THCapper@THCapper
KPI 1: Pogo-stick rate
“whether there was a significant
increase in the time until they made
their first interaction”
https://www.cnbc.com/2018/0...
@THCapper@THCapper
KPI 1:
KPI 2:
Pogo-stick rate
Time to SERP interaction
@THCapper@THCapper
Do links get you this?
KPI 1:
KPI 2:
Pogo-stick rate
Time to SERP interaction
@THCapper
Reminder: Links are a proxy
for popularity & trust
@THCapper
@THCapper
Potential factors:
- Price
- Aesthetics
- Short-sighted interstitials
@THCapper
What should you do about it?
Don’t tweet this:
@THCapper
The fundamentals still work
@THCapper
“Online”
@THCapper
@THCapper@THCapper
Removed “online”
Added back
“online”
@THCapper
Optimise for
Google’s metrics
@THCapper
@THCapper@THCapper
KPI 1:
KPI 2:
Pogo-stick rate
Time to SERP interaction
@THCapper
What impacts
pogo sticking?
@THCapper
@THCapper
https://youtu.be/At51X-aZ4Y4
First Impressions
@THCapper
Price
@THCapper
Pop-ups
@THCapper
Pagespeed
https://www.thinkwithgoogle.com/feature/mobile/
@THCapper@THCapper
KPI 1:
KPI 2:
Pogo-stick rate
Time to SERP interaction
@THCapper
What impacts SERP
behaviour?
@THCapper
@THCapper
MetaData
@THCapper
Brand
@THCapper
“But I can’t do anything
about brand”
@THCapper
@THCapper
@THCapper
@THCapper
Or just run ads!
@THCapper
@THCapper
What about existing
customers?
@THCapper
@THCapper
Don’t piss people off
@THCapper
@THCapper@THCapper
@THCapper
“How can a chicken shop measure brand?”
● Branded search
● Social following
● Survey data
https://www.distilled....
@THCapper
What about intent?
@THCapper
@THCapper
Be ready
@THCapper
@THCapper@THCapper
What have we learnt?
@THCapper@THCapper
Takeaways:
1. The game has changed
2. Inherit Google’s KPIs
3. But don’t abandon the
foundations just y...
Thank You
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The Two Tiered SERP - Tom Capper SearchLove London 2018 Slide 1 The Two Tiered SERP - Tom Capper SearchLove London 2018 Slide 2 The Two Tiered SERP - Tom Capper SearchLove London 2018 Slide 3 The Two Tiered SERP - Tom Capper SearchLove London 2018 Slide 4 The Two Tiered SERP - Tom Capper SearchLove London 2018 Slide 5 The Two Tiered SERP - Tom Capper SearchLove London 2018 Slide 6 The Two Tiered SERP - Tom Capper SearchLove London 2018 Slide 7 The Two Tiered SERP - Tom Capper SearchLove London 2018 Slide 8 The Two Tiered SERP - Tom Capper SearchLove London 2018 Slide 9 The Two Tiered SERP - Tom Capper SearchLove London 2018 Slide 10 The Two Tiered SERP - Tom Capper SearchLove London 2018 Slide 11 The Two Tiered SERP - Tom Capper SearchLove London 2018 Slide 12 The Two Tiered SERP - Tom Capper SearchLove London 2018 Slide 13 The Two Tiered SERP - Tom Capper SearchLove London 2018 Slide 14 The Two Tiered SERP - Tom Capper SearchLove London 2018 Slide 15 The Two Tiered SERP - Tom Capper SearchLove London 2018 Slide 16 The Two Tiered SERP - 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The Two Tiered SERP - Tom Capper SearchLove London 2018

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A look at the new game for head terms - how Google is using data from their own SERPs to pick the ultimate winners.

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The Two Tiered SERP - Tom Capper SearchLove London 2018

  1. 1. The Two-Tiered SERP SearchLove London 2018 Ranking for the Most Competitive Terms
  2. 2. @THCapper The Dreaded Conversation @THCapper
  3. 3. What are your views on Brexit? Douvres, Brexit, par Banksy (2017) by Paul Bissegger is licensed under CC BY-SA 4.0
  4. 4. Why aren’t we first for {head term} ?! - your boss, every week
  5. 5. @THCapper@THCapper
  6. 6. @THCapper@THCapper
  7. 7. @THCapper I was missing something @THCapper
  8. 8. @THCapper@THCapper https://www.slideshare.net/THCapper/does-google-still-need-link s-searchlove-san-diego-2017
  9. 9. @THCapper https://www.slideshare.net/THCapper/does-google-still-need-link s-searchlove-san-diego-2017 @THCapper Yes, it does
  10. 10. @THCapper I had part of the answer @THCapper
  11. 11. At the competitive, data-rich top end, links mean increasingly little Me, February 2017
  12. 12. @THCapper@THCapper Strength of correlation: Domain Authority & Rankings February 2017 October 2018 0.07 0.02
  13. 13. SEO in 2018 is winning at user testing, brand awareness, and perception Me, February 2017
  14. 14. @THCapper I was still wrong @THCapper
  15. 15. @THCapper What if: Head terms are no longer about ranking factors ? @THCapper
  16. 16. @THCapper The Two-Tiered SERP @THCapper Ranking Factors Not Ranking Factors?
  17. 17. @THCapper Evidence Explanation Implications @THCapper Agenda
  18. 18. Back to basics: Why might a site rank well?
  19. 19. @THCapper Google is changing (it’s a cliché) @THCapper
  20. 20. Google in 2017: 31,584 experiments 2,453 search changes https://www.cnbc.com/2018/09/17/google-tests-changes-to-its-search-algorithm-how-search-works.html
  21. 21. @THCapperhttps://moz.com/blog/seo-back-to-basics
  22. 22. @THCapper Why is that site outranking me? Basic technical
  23. 23. @THCapper ● Is it Flash? ● Is there duplicate content? ● Is it noindex? @THCapper
  24. 24. @THCapper Why is that site outranking me? Basic technical Targeting
  25. 25. @THCapper ● Is the keyword in the title? ● Is the H1 relevant? ● Is there some copy? @THCapper
  26. 26. @THCapper Why is that site outranking me? Basic technical Links Targeting
  27. 27. @THCapper ● Is it linked to internally? ● Is this domain comparable to competitors? ● Is this spammy? @THCapper
  28. 28. @THCapper Why is that site outranking me? Basic technical Links Targeting Hygiene factors
  29. 29. @THCapper ● Is it mobile friendly? ● Is it fast? ● Is it keyword-stuffed? @THCapper
  30. 30. @THCapper 2004 Reasonable surfer 2011 Panda 2012 Penguin 2014 Pigeon 2015 Mobilegeddon @THCapper
  31. 31. @THCapper Building on the old model @THCapper
  32. 32. @THCapper https://www.slideshare.net/DistilledSEO/searchlove-london-2016-tom-anthony-s eo-splittesting-how-you-can-run-tests-and-what-weve-learned
  33. 33. @THCapper You sucked @THCapper
  34. 34. @THCapper@THCapper https://www.slideshare.net/DistilledSEO/searchlove-london-2016-tom-anthony-s eo-splittesting-how-you-can-run-tests-and-what-weve-learned
  35. 35. @THCapper I scored 0% @THCapper
  36. 36. @THCapper I scored 0% ...repeatedly @THCapper
  37. 37. I’m a frog & Google is a saucepan
  38. 38. @THCapper We are asking the wrong questions Basic technical Links Targeting Hygiene factors
  39. 39. Evidence
  40. 40. @THCapper@THCapper https://www.slideshare.net/THCapper/does-google-still-need-link s-searchlove-san-diego-2017
  41. 41. @THCapper@THCapperhttps://www.slideshare.net/THCapper/does-google-still-need-link s-searchlove-san-diego-2017
  42. 42. @THCapper Strength of correlation: Domain Authority & Rankings May 2015 (Moz) February 2017 (Me) 0.07 0.26
  43. 43. @THCapper Moz Study My Study 17,600 queries from KWP 4,900 queries from STAT
  44. 44. @THCapper Moz Study My Study 17,600 queries from KWP 4,900 queries from STAT Top 50 results Top 10 results
  45. 45. @THCapper Moz Study My Study 17,600 queries from KWP 4,900 queries from STAT Top 50 results Top 10 results Desktop only (?) Desktop & Smartphone
  46. 46. @THCapper Moz Study My Study 17,600 queries from KWP 4,900 queries from STAT Top 50 results Top 10 results Desktop only (?) Desktop & Smartphone May 2015 Feb 2017, Oct 2018
  47. 47. @THCapper Moz Study My Study 17,600 queries from KWP 4,900 queries from STAT Top 50 results Top 10 results Desktop only (?) Desktop & Smartphone May 2015 Feb 2017, Oct 2018 Mean Spearman correlations Mean Spearman correlations
  48. 48. @THCapper Moz Study My Study 17,600 queries from KWP 4,900 queries from STAT Top 50 results Top 10 results Desktop only (?) Desktop & Smartphone May 2015 Feb 2017, Oct 2018 Mean Spearman correlations Mean Spearman correlations
  49. 49. @THCapper Links are less important in the top 10? @THCapper
  50. 50. @THCapper I need a fairer comparison @THCapper
  51. 51. @THCapper Hypothesis: The higher you rank, the less “ranking factors” matter @THCapper
  52. 52. @THCapper Prediction: We’ll see a weaker DA & ranking correlation in positions 1-5 @THCapper
  53. 53. @THCapper@THCapper Strength of correlation: Domain Authority & Rankings May 2015 (Moz) February 2017 (Me) 0.070 0.260 0.023 October 2018 (Me)
  54. 54. @THCapper@THCapper 0.011 6-10
  55. 55. @THCapper@THCapper 1-5 0.001 0.011 6-10
  56. 56. @THCapper Hypothesis: The higher you rank, the less “ranking factors” matter @THCapper
  57. 57. @THCapper Hypothesis: The higher you rank, the less “ranking factors” matter @THCapper
  58. 58. @THCapper Caveat: We only looked at one factor @THCapper
  59. 59. @THCapper@THCapper Caveat: We lack a control
  60. 60. @THCapper@THCapperhttps://moz.com/blog/seo-ranking-factors-and-correlation
  61. 61. @THCapper Theory: Head terms are no longer about ranking factors @THCapper
  62. 62. @THCapper@THCapper Evidence: 1. Links less relevant in the top 5
  63. 63. @THCapper@THCapper
  64. 64. @THCapper Site DA 1 Interflora 53 2 Flying Flowers 46 3 M&S 82 4 Serenata 56 5 NextFlowers 40 6 eFlorist 44 7 & 8 WaitroseFlorist 42 9 Appleyard 44 Rankings 2 weeks before Mother’s Day
  65. 65. @THCapper Site DA BSV 1 Interflora 53 212,000 2 Flying Flowers 46 24,000 3 M&S 82 3,060,000 4 Serenata 56 5,000 5 NextFlowers 40 4,850,000 6 eFlorist 44 16,000 7 & 8 WaitroseFlorist 42 924,000 9 Appleyard 44 1,700 Rankings 2 weeks before Mother’s Day
  66. 66. @THCapper Site DA BSV Specialist? 1 Interflora 53 212,000 Yes 2 Flying Flowers 46 24,000 Yes 3 M&S 82 3,060,000 No 4 Serenata 56 5,000 Yes 5 NextFlowers 40 4,850,000 Ish 6 eFlorist 44 16,000 Yes 7 & 8 WaitroseFlorist 42 924,000 Ish 9 Appleyard 44 1,700 Yes Rankings 2 weeks before Mother’s Day
  67. 67. @THCapper Nice rankings... shame if something happened to them. @THCapper
  68. 68. @THCapper Keyword: Mother’s day flowers
  69. 69. @THCapper Keyword: Mother’s day flowers
  70. 70. @THCapper Keyword: Mother’s day flowers
  71. 71. @THCapper Keyword: Mother’s day flowers
  72. 72. @THCapper Keyword: Mother’s day flowers
  73. 73. @THCapper Keyword: Mother’s day flowers
  74. 74. @THCapper Keyword: Mother’s day flowers
  75. 75. @THCapper Keyword: Mother’s day flowers
  76. 76. @THCapper Keyword: Mother’s day flowers
  77. 77. @THCapper Keyword: Mother’s day flowers
  78. 78. @THCapper Keyword: Mother’s day flowers
  79. 79. @THCapper Keyword: Mother’s day flowers
  80. 80. @THCapper Keyword: Mother’s day flowers
  81. 81. @THCapper Keyword: Mother’s day flowers
  82. 82. @THCapper Keyword: Mother’s day flowers
  83. 83. @THCapper Keyword: Mother’s day flowers
  84. 84. @THCapper Keyword: Mother’s day flowers Offline brands: Doing pretty well
  85. 85. @THCapper Keyword: Mother’s day flowers Offline brands: Doing pretty well
  86. 86. @THCapper Eflorist & Serenata: Strong domains you never heard of, the “SEO” winners Keyword: Mother’s day flowers
  87. 87. @THCapper Why is that site outranking me? Basic technical Links Targeting Hygiene factors
  88. 88. @THCapper Flying Flowers & Appleyard Small brands, small domains, clung on Keyword: Mother’s day flowers
  89. 89. @THCapper Flying Flowers & Appleyard Small brands, small domains, clung on
  90. 90. @THCapper Flying Flowers & Appleyard Small brands, small domains, clung on
  91. 91. @THCapper Flying Flowers & Appleyard Small brands, small domains, clung on
  92. 92. @THCapper Flying Flowers & Appleyard Small brands, small domains, clung on
  93. 93. @THCapper Flying Flowers & Appleyard Small brands, small domains, clung on
  94. 94. @THCapper Flying Flowers & Appleyard Small brands, small domains, clung on
  95. 95. @THCapper Flying Flowers & Appleyard Small brands, small domains, clung on
  96. 96. @THCapper Flying Flowers Simple, price-orientated, emphasis on free delivery
  97. 97. @THCapper Site DA BSV Specialist? Change WaitroseFlorist 42 924,000 Ish +7 M&S 82 3,060,000 No +4 Winners
  98. 98. @THCapper Losers Site DA BSV Specialist? Change eFlorist 44 16,000 Yes -5 Serenata 56 5,000 Yes -16
  99. 99. @THCapper Hangers on Site DA BSV Specialist? Change Interflora 53 212,000 Yes -2 Flying Flowers 46 24,000 Yes -2 NextFlowers 40 4,850,000 Ish 0 Appleyard 44 1,700 Yes 0
  100. 100. @THCapper@THCapper Theory: Head terms are no longer about ranking factors
  101. 101. @THCapper@THCapper Evidence: 1. Links less relevant in the top 5 2. SERPs change when they become high volume
  102. 102. @THCapper Intent @THCapper
  103. 103. @THCapper Medic update: Winners Site Visibility NHS +4.6% WebMB +6.5% Healthline +3.5% Bupa +4.9% Cosmopolitan +4.6% Elle +3.6%
  104. 104. @THCapper Medic update: Winners Site Visibility NHS +4.6% WebMB +6.5% Healthline +3.5% Bupa +4.9% Cosmopolitan +4.6% Elle +3.6%
  105. 105. @THCapper Medic update: Winners Site Visibility NHS +4.6% WebMB +6.5% Healthline +3.5% Bupa +4.9% Cosmopolitan +4.6% Elle +3.6%
  106. 106. @THCapper Medic update: Winners Site Visibility NHS +4.6% WebMB +6.5% Healthline +3.5% Bupa +4.9% Cosmopolitan +4.6% Elle +3.6%
  107. 107. @THCapper -20% traffic @THCapper
  108. 108. Revenue impact?
  109. 109. @THCapper@THCapper Theory: Head terms are no longer about ranking factors
  110. 110. @THCapper@THCapper Evidence: 1. Links less relevant in the top 5 2. SERPs change when they become high volume 3. Google is re-assessing intents for established keywords
  111. 111. Explanation
  112. 112. @THCapper Why is this happening? @THCapper
  113. 113. @THCapper Let’s practice some empathy @THCapper
  114. 114. “what percent of users clicked through a picture-link and then quickly clicked back” https://www.cnbc.com/2018/09/17/google-tests-changes-to-its-search-algorithm-how-search-works.html
  115. 115. @THCapper@THCapper KPI 1: Pogo-stick rate
  116. 116. “whether there was a significant increase in the time until they made their first interaction” https://www.cnbc.com/2018/09/17/google-tests-changes-to-its-search-algorithm-how-search-works.html
  117. 117. @THCapper@THCapper KPI 1: KPI 2: Pogo-stick rate Time to SERP interaction
  118. 118. @THCapper@THCapper Do links get you this? KPI 1: KPI 2: Pogo-stick rate Time to SERP interaction
  119. 119. @THCapper Reminder: Links are a proxy for popularity & trust @THCapper
  120. 120. @THCapper Potential factors: - Price - Aesthetics - Short-sighted interstitials @THCapper
  121. 121. What should you do about it?
  122. 122. Don’t tweet this: @THCapper
  123. 123. The fundamentals still work
  124. 124. @THCapper “Online” @THCapper
  125. 125. @THCapper@THCapper Removed “online” Added back “online”
  126. 126. @THCapper Optimise for Google’s metrics @THCapper
  127. 127. @THCapper@THCapper KPI 1: KPI 2: Pogo-stick rate Time to SERP interaction
  128. 128. @THCapper What impacts pogo sticking? @THCapper
  129. 129. @THCapper https://youtu.be/At51X-aZ4Y4 First Impressions
  130. 130. @THCapper Price
  131. 131. @THCapper Pop-ups
  132. 132. @THCapper Pagespeed https://www.thinkwithgoogle.com/feature/mobile/
  133. 133. @THCapper@THCapper KPI 1: KPI 2: Pogo-stick rate Time to SERP interaction
  134. 134. @THCapper What impacts SERP behaviour? @THCapper
  135. 135. @THCapper MetaData
  136. 136. @THCapper Brand
  137. 137. @THCapper “But I can’t do anything about brand” @THCapper
  138. 138. @THCapper
  139. 139. @THCapper
  140. 140. @THCapper Or just run ads! @THCapper
  141. 141. @THCapper What about existing customers? @THCapper
  142. 142. @THCapper Don’t piss people off @THCapper
  143. 143. @THCapper@THCapper
  144. 144. @THCapper “How can a chicken shop measure brand?” ● Branded search ● Social following ● Survey data https://www.distilled.net/resources/measuring-brand-awareness/
  145. 145. @THCapper What about intent? @THCapper
  146. 146. @THCapper Be ready @THCapper
  147. 147. @THCapper@THCapper
  148. 148. What have we learnt?
  149. 149. @THCapper@THCapper Takeaways: 1. The game has changed 2. Inherit Google’s KPIs 3. But don’t abandon the foundations just yet
  150. 150. Thank You
  • NatdanaiKaewmaneesom

    Jun. 12, 2019
  • AndySimpson4

    Oct. 19, 2018

A look at the new game for head terms - how Google is using data from their own SERPs to pick the ultimate winners.

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