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SEOzone 2015 - Marcus Tober - Ranking Factors For Mobile And Desktop Search

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Marcus Tober, founder and CTO of Searchmetrics, was on SEOzone 2015 stage.

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SEOzone 2015 - Marcus Tober - Ranking Factors For Mobile And Desktop Search

  1. 1. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Ranking Factors for Mobile and Desktop Search. How They Differ and How Mobile Changed Marcus Tober Istanbul 27.11.2015
  2. 2. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober slideshare.net/searchmetrics Want this presentation?
  3. 3. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Founder and CTO of Searchmetrics In love with SEO and search since 2001 Study of computer science in Berlin, so I‘m the techie! MARCUS TOBER
  4. 4. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Made with love in Berlin 200 passionate people Innovator in SEO Software & more since 2005 San Mateo New York London Paris
  5. 5. Our secret sauce is our software
  6. 6. Industry’s biggest data base Mobile Visibility Local Mobile Rankings Search Volume Device Distribution Not only desktop data…
  7. 7. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
  8. 8. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
  9. 9. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober The Future is Now!
  10. 10. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Let‘s go back in time….
  11. 11. An SEO walks into a bar…
  12. 12. An SEO walks into a bar… bars, beer garden, lounge, hangout hole, night club, mini bar, bar stool, tavern, pub, beer, whine, whiskey…
  13. 13. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober The „old-fashioned“ way to do it
  14. 14. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Today
  15. 15. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober SEO VISIBILITY
  16. 16. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober SEO Visibility - ehow.com
  17. 17. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober 0 500.000 1.000.000 1.500.000 2.000.000 26.06.2011 18.12.2011 10.06.2012 26.05.2013 17.11.2013 11.05.2014 02.11.201402.01.2011 02.12.2012 SEO Visibility Stock SEOVisibility Time Industry‘s Standard for Online Performance
  18. 18. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Keyword A SERP 1 Keyword AB SERP 2 Keyword AC SERP 3 Keyword AD SERP 4 Keyword AE SERP 5 3. 5. 2. 9. 3. Landing Page 1 Landing Page 2 Landing Page 3 Landing Page 4 Landing Page 5 Content A Content AB Content AC Content AD Content AE 12.16. 2005
  19. 19. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober 2015 Keyword A SERP 1 Keyword AB SERP 2 Keyword AC SERP 3 Keyword AD SERP 4 Keyword AE SERP 5 3. 5. 2. 9. 3. Content A Content AB Content AC Content AD Content AE optimizes content doesn‘t optimize Landing Page 1 Landing Page 2 Content AD Content AE
  20. 20. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
  21. 21. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober STOP – what about this? users still type keywords in here…
  22. 22. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober ANSWER: Hummingbird „precise and fast“
  23. 23. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober HUMMINGBIRD Pre- Query SERP C SERP A SERP B SER P Y SER P J SER P I SER P H SER P G SERP F SER P L SER P K SER P M SER P N SER P O SER P P SER P Q SER P R SER P S SER P T SER P U SER P V SER P Z SER P X
  24. 24. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober HUMMINGBIRD SER P R Post- Query SERP C SERP A SERP B SER P Y SER P J SER P I SER P H SER P G SERP F SER P L SER P K SER P M SER P N SER P O SER P P SER P Q SER P S SER P T SER P U SER P V SER P X SER P Z
  25. 25. Example How Hummingbird influences Search Results
  26. 26. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober boiledegg hard boiledegg recipe how long does it take to boilan egg
  27. 27. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustoberNovember 2015
  28. 28. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober what is the best method for hard boiled eggs Related KWs November 2015 how to cook the perfect boiled egg
  29. 29. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober 89% of Domains are literally INVISIBLE 11% of Domains have SEO Visibility >5/>10 DOMAIN VISIBILITY DOMAIN VISIBILITY
  30. 30. Example Holistic Website
  31. 31. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
  32. 32. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober thekitchn.com/how-to-boil-eggs-perfectly-every-time… Keyword Density „boiled eggs“
  33. 33. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober HOLISTIC WEBSITES
  34. 34. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober HOLISTIC WEBSITES 464 #1
  35. 35. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober SEO Visibility - thekitchn.com
  36. 36. 20142011 2015 Image Image Image Image Content Content Image Video Content/ Structure
  37. 37. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober DATA-DRIVEN APPROACH
  38. 38. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
  39. 39. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Correlation ≠ Causation
  40. 40. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Correlation vs Averages 𝜌"#$% = 0.00 𝜌"#$) = 0.00 Ø = 96% Ø = 20% Share / Count of… Ranking
  41. 41. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober RANKING FACTORS 2015 Rank Correlation Top 30 Google.com
  42. 42. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober DISRUPTION OF TECHNOLOGY Mobile Desktop Laptop Tablet WORK ENTERTAINMENT ALWAYS
  43. 43. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Game over…?
  44. 44. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober In fact, more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.” Google: May 05, 2015 “ Rise of Mobile
  45. 45. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Let‘s go back in time!
  46. 46. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
  47. 47. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober 71% 68% 29% 32% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% After Before mobile-friendly not mobile-friendly *Basis: Searchmetrics Research Cloud SERPs 1-3 Share of Mobile-Friendly URLs Mobilegeddon, April 21st, 2015
  48. 48. Example 1 Mobilegeddon Recoveries
  49. 49. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Reddit.com - April 2015 ?
  50. 50. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober -36% Mobile Update
  51. 51. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober SAME URL ≠ Mobile Desktop Rankings …1… …2… …3… …4… …5… …6… …7… …8… …9… …10…
  52. 52. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober September 2015: still not mobile-friendly But:
  53. 53. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober MOBILE SEPARATE URL = MobileDesktop Rankings …1… …2… …3… …4… …5… …6… …7… …8… …9… …10…
  54. 54. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Mobile Update MOBILE SEPARATE URL Recovered!
  55. 55. Example 2 Mobilegeddon Recoveries
  56. 56. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober -31%
  57. 57. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober April 2015 Not mobile-friendly September 2015 mobile-friendly last.fm xRecovered!
  58. 58. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober But what are the differences between Desktop and Mobile?
  59. 59. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Mobile vs. Desktop RANKING FACTORS 2015 Mobile Desktop ≠ searchmetrics.com/mobile2015 www.searchmetrics.com/us2015
  60. 60. Humans like order!
  61. 61. Bullet Points / Lists § Text § Text § Text 1. Text 2. Text 3. Text Unordered List Ordered List
  62. 62. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Presence of Unordered List 65% 67% 69% 71% 73% 75% 77% 79% 81% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile RANKING FACTORS 2015 𝜌*+,-./ = 0.08 MOBILE
  63. 63. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Presence of Unordered List 35% 40% 45% 50% 55% 60% 65% 70% 75% 80% 85% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile Desktop RANKING FACTORS 2015 𝜌*+,-./ = 0.08 MOBILE 𝜌1/234+5 = 0.07 ~30%
  64. 64. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Structure of elements: Mobile vs Desktop
  65. 65. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Number of Interactive Elements 0 50 100 150 200 250 300 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile Desktop RANKING FACTORS 2015 Menus, Buttons, etc. 𝜌1/234+5 = 0.10 𝜌*+,-./ = 0.08 MOBILE
  66. 66. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Ø Font Size Entire Page 12,00 12,50 13,00 13,50 14,00 14,50 15,00 15,50 16,00 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 POST Mobilegeddon PRE Mobilegeddon Desktop RANKING FACTORS 2015 𝜌89:; = 0.03 𝜌8=> = 0.02 MOBILE
  67. 67. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Browsing is different: Mobile vs Desktop URL / Tabs URL / Tabs?
  68. 68. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Browsing is different: Mobile vs Desktop
  69. 69. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober LINKS? Where we‘re going, we don‘t need LINKS.
  70. 70. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Number of Backlinks 0 2000 4000 6000 8000 10000 12000 14000 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile Desktop RANKING FACTORS 2015 𝜌1/234+5 = 0.28 𝜌*+,-./ = 0.11 MOBILE ØDesktop = 2.500 ØMobile = 1.500
  71. 71. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Backlinks: Mobile vs Desktop
  72. 72. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Number of Internal Links 0 20 40 60 80 100 120 140 160 180 200 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile Desktop RANKING FACTORS 2015 𝜌1/234+5 = 0.09 𝜌*+,-./ = 0.03 MOBILE ØDesktop = 132 ØMobile = 86
  73. 73. DON‘T DO!
  74. 74. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Sitespeed 0,95 1,00 1,05 1,10 1,15 1,20 1,25 1,30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile Desktop RANKING FACTORS 2015 𝜌1/234+5 = 0.04 𝜌*+,-./ = 0.08 MOBILE
  75. 75. No speed: no experience
  76. 76. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Word Count 0 200 400 600 800 1.000 1.200 1.400 1.600 1.800 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile 2015 PRE-Mobilegeddon Desktop 2015 Mobile 2014 RANKING FACTORS 2015 𝜌1/234+5 = 0.07 𝜌*+,-./ = 0.02 MOBILE ØDesktop = 1.140 ØMobile = 812
  77. 77. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Word Count: Mobile vs Desktop
  78. 78. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
  79. 79. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Relevant Terms 0% 10% 20% 30% 40% 50% 60% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile Desktop RANKING FACTORS 2015 𝜌1/234+5 = 0.15 𝜌*+,-./ = 0.09 MOBILE ØDesktop = 49% ØMobile = 46%
  80. 80. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
  81. 81. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
  82. 82. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
  83. 83. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
  84. 84. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Semantic Content Optimization It is all about the consumer intent and not keywords anymore Basis: Searchmetrics Suite – Feature: „Content Optimization“
  85. 85. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Mobile vs. Desktop Mobile Desktop DIFFERENCES?
  86. 86. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober A keyword that has a higher search volume in mobile search ?
  87. 87. Call Mom
  88. 88. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Keyword Device Distribution
  89. 89. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Example for Keyword Device Distribution
  90. 90. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
  91. 91. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober It‘s different!
  92. 92. © Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Industry Standard for Understanding Performance Longest running record of Google™ data. Most inputs. More than just SEO Only platform with transactional search data Historical Data Largest Data Set Interpret Customer Intent Apple Watch
  93. 93. Thank you

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