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#SMX #11A @stonetemple
TITLE SLIDE ALTERNATIVE LAYOUT
w/ *EXAMPLE* IMAGE
(SWAP IN YOUR OWN AS NEEDED)
What’s Hot in SEO Ra...
#SMX #11A @stonetemple
Stone Temple Consulting
Full-service Digital Marketing Agency
Content Marketing
• Strategic Plan
• ...
#SMX #11A @stonetemple
Featured Snippets: Let’s
Look At Some Data!
#SMX #11A @stonetemple
Rich Answers Continuing to Grow
Based on
Reviewing
855K
SERPs
#SMX #11A @stonetemple
Massive
Churn in
Featured
Snippets
#SMX #11A @stonetemple
#SMX #11A @stonetemple
#SMX #11A @stonetemple
Google
Appears to
Have Built a
Featured
Snippet
Machine
Speculation
Ahead!
#SMX #11A @stonetemple
Example Site: Got
The Rich Answer
Does Getting a Featured Snippet Increase Traffic?
#SMX #11A @stonetemple
RankBrain:What’s the
Real Story?
#SMX #11A @stonetemple
What is the label of a consumer at
the highest level of a food chain?
“Name
”
To eat not
to buy
“Th...
#SMX #11A @stonetemple
Can You Get 100% Score on Super
Mario Without Walkthrough?
Negatives
#SMX #11A @stonetemple
Built a DB of
500K queries
from Google and
Bing Suggest
#SMX #11A @stonetemple
June/July 2015 Google Result January 2016 Google Result
Pulled Results from Google onTwo Different ...
#SMX #11A @stonetemple
Why Are PDFs So Weak?
July 2015
Answer
#SMX #11A @stonetemple
Now Relates “Weak” to Security
January
2016
Answer
#SMX #11A @stonetemple
#SMX #11A @stonetemple
#SMX #11A @stonetemple
July 2015
Answer
#SMX #11A @stonetemple
January
2016
Answer
#SMX #11A @stonetemple
Google’s Mobile Update
II
#SMX #11A @stonetemple
What Happened With Mobilegeddon?
We Analyzed 15,235
QueriesWeek of April
17 2015, and Again on
May ...
#SMX #11A @stonetemple
Mobile DOES Matter as a Ranking Factor
#SMX #11A @stonetemple
What About Google’s 2nd Mobile Ranking Update?
#SMX #11A @stonetemple
Not as Big an Impact as the First Update
#SMX #11A @stonetemple
Not as Big an Impact as the First Update
#SMX #11A @stonetemple
Why This Update is Still Important
Indicator of Google’s
Confidence in the
Concept of a
Rankings Bo...
#SMX #11A @stonetemple
27
http://www.thesempost.com/next-mobile-friendly-update-includes-page-speed-coming-in-months/
#SMX #11A @stonetemple
Links: A Fresh Look at
Their Impact
#SMX #11A @stonetemple
29
Ammon Johns: We heard that RankBrain is the
third-most-important signal contributing to
results ...
#SMX #11A @stonetemple
30
#SMX #11A @stonetemple
31
SoWhat’s the Real Story?
#SMX #11A @stonetemple
32
Mean of the Correlations Across All SERPsTested
#SMX #11A @stonetemple
33
Sum of all Links Per Ranking Position (Normalized)
#SMX #11A @stonetemple
34
Aggregate Correlations Across Blocks of 10 SERPs
Positions 1 – 10
Positions 11 – 20
Positions 21...
#SMX #11A @stonetemple
35
What Do AllThese Numbers Mean?
The Aggregate Correlation
Values areVERY High
The Average of the
...
#SMX #11A @stonetemple
36
Content Quality / Relevance
1. Link Score = 100,
Content Score = 70
2. Link Score = 80,
Content ...
#SMX #11A @stonetemple
37
Impact of a Mix of Domain Authority and Page Authority
#SMX #11A @stonetemple
38
Commercial vs. InformationalTerms
#SMX #11A @stonetemple
39
Commercial HeadTerms vs. Commercial LongTailTerms
#SMX #11A @stonetemple
40
Examples of theTrue Power of Links
This is a Process
ThatWe’ve
Repeated
Hundreds of
Times
#SMX #11A @stonetemple
Eric Enge
eenge@stonetemple.com
@stonetemple
+Eric Enge
(508) 962-8474
www.stonetemple.com
Thank Yo...
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What's Hot in SEO Ranking Factors - SMX Advanced June, 2016

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This slide shares knowledge and results from Eric Enge's latest study on links as a ranking factor which is also presented at The Periodic Table Of SEO Ranking Factors: 2016 Edition at #SMX Advanced in Seattle on June 22-23, 2016.

In addition to that, this slide also covers his thoughts about Featured snippets and RankBrain.

Published in: Marketing
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What's Hot in SEO Ranking Factors - SMX Advanced June, 2016

  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 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 EngineCrawl Management • Crawls • Ongoing Site Reviews andAuditing • 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 • ContentGeneration Mobile
  3. 3. #SMX #11A @stonetemple Featured Snippets: Let’s Look At Some Data!
  4. 4. #SMX #11A @stonetemple Rich Answers Continuing to Grow Based on Reviewing 855K SERPs
  5. 5. #SMX #11A @stonetemple Massive Churn in Featured Snippets
  6. 6. #SMX #11A @stonetemple
  7. 7. #SMX #11A @stonetemple
  8. 8. #SMX #11A @stonetemple Google Appears to Have Built a Featured Snippet Machine Speculation Ahead!
  9. 9. #SMX #11A @stonetemple Example Site: Got The Rich Answer Does Getting a Featured Snippet Increase Traffic?
  10. 10. #SMX #11A @stonetemple RankBrain:What’s the Real Story?
  11. 11. #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”
  12. 12. #SMX #11A @stonetemple Can You Get 100% Score on Super Mario Without Walkthrough? Negatives
  13. 13. #SMX #11A @stonetemple Built a DB of 500K queries from Google and Bing Suggest
  14. 14. #SMX #11A @stonetemple June/July 2015 Google Result January 2016 Google Result Pulled Results from Google onTwo Different Dates
  15. 15. #SMX #11A @stonetemple Why Are PDFs So Weak? July 2015 Answer
  16. 16. #SMX #11A @stonetemple Now Relates “Weak” to Security January 2016 Answer
  17. 17. #SMX #11A @stonetemple
  18. 18. #SMX #11A @stonetemple
  19. 19. #SMX #11A @stonetemple July 2015 Answer
  20. 20. #SMX #11A @stonetemple January 2016 Answer
  21. 21. #SMX #11A @stonetemple Google’s Mobile Update II
  22. 22. #SMX #11A @stonetemple What Happened With Mobilegeddon? We Analyzed 15,235 QueriesWeek of April 17 2015, and Again on May 18 2015 We Focused on the Top 10 Results
  23. 23. #SMX #11A @stonetemple Mobile DOES Matter as a Ranking Factor
  24. 24. #SMX #11A @stonetemple What About Google’s 2nd Mobile Ranking Update?
  25. 25. #SMX #11A @stonetemple Not as Big an Impact as the First Update
  26. 26. #SMX #11A @stonetemple Not as Big an Impact as the First Update
  27. 27. #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
  28. 28. #SMX #11A @stonetemple 27 http://www.thesempost.com/next-mobile-friendly-update-includes-page-speed-coming-in-months/
  29. 29. #SMX #11A @stonetemple Links: A Fresh Look at Their Impact
  30. 30. #SMX #11A @stonetemple 29 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. https://www.youtube.com/watch?v=l8VnZCcl9 J4#t=30m15s Aired on Mar 23, 2016 Google’s Current Postion
  31. 31. #SMX #11A @stonetemple 30
  32. 32. #SMX #11A @stonetemple 31 SoWhat’s the Real Story?
  33. 33. #SMX #11A @stonetemple 32 Mean of the Correlations Across All SERPsTested
  34. 34. #SMX #11A @stonetemple 33 Sum of all Links Per Ranking Position (Normalized)
  35. 35. #SMX #11A @stonetemple 34 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 SpearmanCorrelation: 1
  36. 36. #SMX #11A @stonetemple 35 What Do AllThese Numbers Mean? The Aggregate Correlation Values areVERY 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
  37. 37. #SMX #11A @stonetemple 36 Content Quality / Relevance 1. Link Score = 100, Content Score = 70 2. Link Score = 80, Content Score = 90 WhichWould Rank Higher? Imagine a System WhereYou Multiply 2 Numbers Link Score * Content Score = ?
  38. 38. #SMX #11A @stonetemple 37 Impact of a Mix of Domain Authority and Page Authority
  39. 39. #SMX #11A @stonetemple 38 Commercial vs. InformationalTerms
  40. 40. #SMX #11A @stonetemple 39 Commercial HeadTerms vs. Commercial LongTailTerms
  41. 41. #SMX #11A @stonetemple 40 Examples of theTrue Power of Links This is a Process ThatWe’ve Repeated Hundreds of Times
  42. 42. #SMX #11A @stonetemple Eric Enge eenge@stonetemple.com @stonetemple +Eric Enge (508) 962-8474 www.stonetemple.com Thank You!

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