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Google's Top 3 Ranking Factors - Content, Links, and RankBrain - Raleigh SEO Meetup 2016

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Google's Top 3 Ranking Factors - Content, Links, and RankBrain - Raleigh SEO Meetup 2016 with JR Oakes

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Google's Top 3 Ranking Factors - Content, Links, and RankBrain - Raleigh SEO Meetup 2016

  1. 1. Google's Top 3 Ranking Factors: Content, Links & RankBrain Patrick Stox & JR Oakes
  2. 2. Google uses over 200 ranking factors, some of which have more than 50 variations. Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain
  3. 3. In March of this year, Google identified 3 as the most important. Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain
  4. 4. Content | Links | RankBrain Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain
  5. 5. Content Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain
  6. 6. Content is more than words on a page. Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain Content
  7. 7. Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain
  8. 8. Relevance and Experience are important to Rank Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain Content
  9. 9. Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain Content
  10. 10. Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain Content
  11. 11. An experience Something that fulfills an intent Something you need to trust Something you won’t wait for Content is. . . Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain Content
  12. 12. Useful and informative More valuable and useful than other sites Credible High-quality Engaging Make sure your Content is: Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain Content
  13. 13. Broken links Wrong information Grammatical mistakes, Spelling mistakes, Reading level Excessive distractions Page load speed Website features Intent (Know, Know Simple, Do, Device Action, Website, Visit-in-person) Authority and Comprehensiveness Content quality signals you control: Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain Content
  14. 14. Links Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain
  15. 15. “We have run experiments like that internally, and the quality looks much, much worse. It turns out backlinks, even though there’s some noise and certainly a lot of spam, for the most part, are still a really, really big win in terms of quality of our search results. So we’ve played around with the idea of turning off backlink relevance, and at least for now, backlink relevance still really helps in terms of making sure that we return the best, most relevant, most topical set of search results.” - Matt Cutts 2014 Can Links Be Done Without? Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain Links
  16. 16. Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain Links
  17. 17. Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain Links
  18. 18. Good links Bad Links Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain Links
  19. 19. Internal vs External Location matters Citations Redirects Anchor text matters Relevant Authoritative The Good Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain Links
  20. 20. Buying/selling links Link networks Reciprocal links Comment spam Forum spam Article directories PBNs Generic directories Press releases Guest posts Social bookmarking The Bad Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain Links
  21. 21. Create your own opportunities for links by opening up opportunities to write for others. Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain Links
  22. 22. RankBrain Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain
  23. 23. RankBrain does not affect crawling or crawl budgets (source) RankBrain is part of the overall Hummingbird algorithm … Hummingbird also contains other parts with names familiar to those in the SEO space, such as Panda, Penguin and Payday designed to fight spam, Pigeon designed to improve local results, Top Heavy designed to demote ad- heavy pages, Mobile Friendly designed to reward mobile-friendly pages and Pirate designed to fight copyright infringement. (source) RankBrain is one of the “hundreds” of signals that go into an algorithm that determines what results appear on a Google search page and where they are ranked (source) What We Know Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain RankBrain
  24. 24. “It’s especially helpful on long-tail queries, such as the 15% never seen before each day.” (source) RankBrain has become the third-most important signal contributing to the result of a search query (source) While Google didn’t give groups of searches, the Bloomberg article did have a single example of a search where RankBrain is supposedly helping. Here it is: What’s the title of the consumer at the highest level of a food chain (source) What We Know Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain RankBrain
  25. 25. One fresh example: “How many tablespoons in a cup?” Google said that RankBrain favored different results in Australia versus the United States for that query because the measurements in each country are different, despite the similar names. (source) “Can you get a 100 percent score on Super Mario without a walk-through?” There is a negative term there that is very hard to catch with the regular systems that we had, and in fact our old query parsers actually ignored the “without” part. (source) Gary Illyes used a water bottle to explain RankBrain. How do you know it’s water? Things like it’s clear, in a bottle, liquid, refreshing, it even says water. What We Know Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain RankBrain
  26. 26. All learning that RankBrain does is offline, Google told us. It’s given batches of historical searches and learns to make predictions from these. (source) Google reconfirmed to us that there is a component where RankBrain is directly contributing somehow to whether a page ranks. (source). What We Know Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain RankBrain
  27. 27. ● Click-through data has proven to be a critical resource for improving search ranking quality … in which the conditional probability of a click on a document x given position i is predicated on the marginal probability of the document x being relevant to the query and the marginal probabilities of documents at positions 1,...,i (source) ● Language Modeling, a task central to language understanding. We extend current models to deal with two key challenges present in this task: corpora and vocabulary sizes, and complex, long term structure of language. (source) ● Glove vectors / Word2vec / query and entity disambiguation important. Important Concepts Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain RankBrain
  28. 28. ● Google’s SEO Starter Guide (source) ● Google Search Quality Rating Guidelines (source) ● Google Webmaster Guidelines (source) ● Moz Beginners Guide To SEO (source) ● Northcutt Google Ranking Factors (source) ● Backlinko Google Ranking Factors (source) ● Moz Search Engine Ranking Factors (source) Resources Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain
  29. 29. The End Patrick Stox @patrickstox | JR Oakes @jroakesGoogle's Top 3 Ranking Factors: Content, Links & RankBrain http://bit.ly/3-ranking-factors Slides available above

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