Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Two Tiered SERP - Tom Capper SearchLove London 2018

15,160 views

Published on

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

Published in: Marketing
  • Be the first to comment

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

×