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#MozCon @mattthemathman
Hot Off the Press: 2013 Ranking Factors
Matthew Peters, Ph.D.
Data Scientist, Moz
#MozCon @mattthemathman
On Page signals: 8.4
PageRank: 7.8
Anchor text: 5.9
Social signals: 3.8
etc …
How does a search en...
#MozCon @mattthemathman
Search quality
raters
On Page signals: 8.4
PageRank: 7.8
Anchor text: 5.9
Social signals: 3.8
etc ...
#MozCon @mattthemathman
The
Algorithm
Search quality
raters
On Page signals: 8.4
PageRank: 7.8
Anchor text: 5.9
Social sig...
#MozCon @mattthemathman
The
Algorithm
Search quality
raters
On Page signals: 8.4
PageRank: 7.8
Anchor text: 5.9
Social sig...
#MozCon @mattthemathman6
Different feature types include: On-page, links, anchor text, social
signals and properties of th...
#MozCon @mattthemathman7
Different feature types include: On-page, links, anchor text, social
signals and properties of th...
#MozCon @mattthemathman8
Different feature types include: On-page, links, anchor text, social
signals and properties of th...
#MozCon @mattthemathman9
Different feature types include: On-page, links, anchor text, social
signals and properties of th...
#MozCon @mattthemathman10
Different feature types include: On-page, links, anchor text, social
signals and properties of t...
#MozCon @mattthemathman11
Different feature types include: On-page, links, anchor text, social
signals and properties of t...
#MozCon @mattthemathman12
Which factors are important?
#MozCon @mattthemathman13
Which factors are important?
What Google says
#MozCon @mattthemathman14
Which factors are important?
What’s in the
algorithmWhat Google says
#MozCon @mattthemathman15
Which factors are important?
What’s in the
algorithmWhat Google says
What SEOs say
#MozCon @mattthemathman16
Which factors are important?
What’s in the
algorithmWhat Google says
What SEOs say
Characteristi...
#MozCon @mattthemathman17
Survey
Thanks to everyone who participated and Cyrus Shepard and Matt Brown for organizing
120 p...
#MozCon @mattthemathman18
Survey
#MozCon @mattthemathman19
Survey
#MozCon @mattthemathman20
Survey
Respondents rated each factor
from 1-10 on their importance in
ranking.
Use average impor...
#MozCon @mattthemathman21
Correlations
• 14,000+ keywords from Google Adwords
• All categories and search volumes included...
#MozCon @mattthemathman22
Correlations
• Mean Spearman Correlation
• Compute for each keyword, then average
• Measures ext...
#MozCon @mattthemathman23
"Correlation is not causation but it sure is a hint" - Edward Tufte
Links
Correlation and causat...
#MozCon @mattthemathman24
"Correlation is not causation but it sure is a hint" - Edward Tufte
Links
Correlation and causat...
#MozCon @mattthemathman25
"Correlation is not causation but it sure is a hint" - Edward Tufte
Links
Higher
rank
Correlatio...
#MozCon @mattthemathman26
"Correlation is not causation but it sure is a hint" - Edward Tufte
Links
Higher
rank
Correlatio...
#MozCon @mattthemathman27
"Correlation is not causation but it sure is a hint" - Edward Tufte
Links
Higher
rank
Correlatio...
#MozCon @mattthemathman28
"Correlation is not causation but it sure is a hint" - Edward Tufte
Links
Higher
rank
Correlatio...
#MozCon @mattthemathman29
Links
#MozCon @mattthemathman30
Correlations: Page level links
Link diversity still very important.
Page Authority highest overa...
#MozCon @mattthemathman31
Page Authority is a
machine learning model
that predicts ranking
based on links.
See: http://moz...
#MozCon @mattthemathman32
Correlations: Domain level links
Domain in-link correlations generally lower the page links.
Sub...
#MozCon @mattthemathman33
Survey: Links
Consistent with correlations, links from domains most important.
Relevance of page...
#MozCon @mattthemathman34
Anchor Text
#MozCon @mattthemathman35
Correlations: Anchor text
Partial and exact match have same correlation.
Internal anchor text co...
#MozCon @mattthemathman36
Survey: Anchor text
After Penguin, organic (mix of branded, non-branded) anchor text
distributio...
#MozCon @mattthemathman37
Site Speed
#MozCon @mattthemathman38
Correlations: Site speed
Zoompf to provided the speed data.
Response time has negative correlati...
#MozCon @mattthemathman39
Speed and users
Jonathon Colman:
http://www.slideshare.net/jcolman/seo-site-speed-and-battlestar...
#MozCon @mattthemathman40
On-Page
#MozCon @mattthemathman41
In 2011, we found low on-page keyword related factors.
2011
Correlations: Keyword on-page
#MozCon @mattthemathman42
Survey: On-page
General consensus that KW in are important.
2013
#MozCon @mattthemathman43
Beyond TF-IDF
See http://moz.com/blog/determining-relevance-how-similarity-is-scored
> 700 papers
#MozCon @mattthemathman44
Beyond TF-IDF
See http://moz.com/blog/determining-relevance-how-similarity-is-scored
> 700 paper...
#MozCon @mattthemathman45
Correlations: Keyword on-page
Using a more sophisticated model increases correlations.
We also u...
#MozCon @mattthemathman46
Correlations: Keyword on-page
Title, meta description and H1 all have relatively high correlatio...
#MozCon @mattthemathman47
Correlations: Other on-page
Document length has relatively high correlation.
Structured data and...
#MozCon @mattthemathman48
Are sites implementing structured data?
Markup Percent of
URLs
Open graph 36.9%
schema.org 9.9%
...
#MozCon @mattthemathman49
Don’t ignore authorship
#MozCon @mattthemathman50
URL-Domain
#MozCon @mattthemathman51
Correlations: URL
Query: “adidas sneakers”
Exact Match Domain (EMD): www.adidassneakers.com
Part...
#MozCon @mattthemathman52
Survey: URL
Query: “adidas sneakers”
Exact Match Domain (EMD): www.adidassneakers.com
Partial Ma...
#MozCon @mattthemathman53
Exact match domain over time
#MozCon @mattthemathman54
Exact match domain over time
#MozCon @mattthemathman55
Exact match domain over time
#MozCon @mattthemathman56
Exact match domain over time
#MozCon @mattthemathman57
Exact match domain over time
Removal of low
quality EMDs??
#MozCon @mattthemathman58
Brand metrics
#MozCon @mattthemathman59
Correlations: Brand metrics
#MozCon @mattthemathman60
Correlations: Brand metrics
Fresh and brand mentions have a relatively high correlation.
#MozCon @mattthemathman61
Survey: Brand metrics
Other then search volume, SEOs thought that brand mentions were
relatively...
#MozCon @mattthemathman62
Social
#MozCon @mattthemathman63
Correlations: Social
Google +1’s second highest correlation metric (behind PA)!
#MozCon @mattthemathman64
Survey: Social
Overall, SEOs didn’t score social factors as highly as links or keywords.
Google ...
#MozCon @mattthemathman65
Some words of caution
Methodology
matters!
#MozCon @mattthemathman66
Comparing studies
#MozCon @mattthemathman67
Comparing studies
Our correlation is 0.29 for keyword in
anchor text.
Searchmetrics removed navi...
#MozCon @mattthemathman68
Comparing studies
Our correlation is 0.29 for keyword in
anchor text.
Searchmetrics removed navi...
#MozCon @mattthemathman69
Takeaways
#MozCon @mattthemathman70
Overall algorithm
#MozCon @mattthemathman71
Overall algorithm
Links are still very
important, both as
judged by SEOs
and in the data.
#MozCon @mattthemathman72
Overall algorithm
On page keyword
and content
features still
fundamental.
#MozCon @mattthemathman73
Overall Algorithm
Despite high
correlations, SEOs
don’t think social is
important.
Correlation v...
#MozCon @mattthemathman74
Overall algorithm, 2011 vs 2013
2011 2013
SEOs think EMD/PMDs decreased in importance.
Prevalenc...
#MozCon @mattthemathman75
Future
predictions
1. Quality, authorship,
structured data, social all
predicted to increase in
...
#MozCon @mattthemathman76
Future
predictions
1. Quality, authorship,
structured data, social all
predicted to increase in
...
#MozCon @mattthemathman
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#MozCon @mattthemathman12 Which factors are Moz 2013 Ranking Factors - Matt Peters MozCon

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Which factors are important?

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