SMX London 2014 - SEO Periodic Table of Ranking Facotrs

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Presentation I gave at SMX in London with Danny Sullivan and others. Looking at Google ranking ranking factors, what's new, what's trending and what's next

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SMX London 2014 - SEO Periodic Table of Ranking Facotrs

  1. 1. The Periodic Table of SEO Ranking Factors 2014 edition
  2. 2. Grant Simmons VP of Search Strategies Dominion Homes Media
  3. 3. • Proud expat Brit (22+ yrs) • Essex lad (always will be!) • Proud American with a funny accent • New Zealanders don’t understand me  Where am I from?
  4. 4. @simmonet #SMX resources: http://unop.me/smxlon
  5. 5. @simmonet
  6. 6. Let’s Go! • Periodic Table of SEO What? • Ranking Factor Element Trends • Missing Ranking Factor Elements • Ranking Factor Compounds
  7. 7. Search Engine Optimization @simmonet factors for ranking
  8. 8. Search Engine Optimization @simmonet factors for ranking
  9. 9. Search Engine UnOptimization @simmonet factors for ranking
  10. 10. Google Algorithm Updates
  11. 11. Take a Fresh Look At Your Link Graph & Content
  12. 12. Penguin: Link “Naturalness”
  13. 13. YIKES! Link Graphs Should Be UnOptimized • Anchor text to brand / site • Inter-site linking i.e. footer links • Dofollow links to nofollow links • Internal linking for users NOT Google This obviously isn’t for users
  14. 14. zere are no absolutes
  15. 15. Panda: Content Value
  16. 16. Content is Over optimized scale over substance substance over scale
  17. 17. Content Should be UnOptimized Content production needs to change from: • Auto-generated to human-generated* • ‘Thin’ to valuable • Patterned to unique • Scale to reasonable amount • Generalists to authorities better *Cool new technologies may change this POV
  18. 18. Take a Fresh Look At Your Link Graph & Content
  19. 19. Tools Link Graph • Open Site Explorer • Majestic SEO • Google Webmaster Tools Content • Screaming Frog • Google SERP
  20. 20. So What’s Trending? @simmonet
  21. 21. So What’s Trending @simmonet
  22. 22. Search Visibility Trends Content • Quality & Freshness • Engagement (far beyond the bounce) • Speed of Delivery (especially Mobile)
  23. 23. Search Visibility Trends Links • Waning: Anchor Text, Number & Paid • Waxing: Quality Velocity, Freshness, Relationship (how page topics / titles are related) and alignment (not correlation) with Social signals
  24. 24. Search Visibility Trends Trust factors • Social Reputation • Topic Expertise • Organic Reach / Amplification “Digital Footprint”
  25. 25. So What’s Missing? @simmonet
  26. 26. Better Facilitated Crawl
  27. 27. XML Sitemaps Better Crawls = Better Indexing Potential • News / Recent • Indexing reporting • Link / Page Updates • Media – images / video • hreflang – language specific
  28. 28. SEO Element Compounds The Whole is Greater Than the Sum of its Parts @simmonet
  29. 29. The Fun Bit Building SEO Compounds @simmonet bwaahahaahaa!
  30. 30. Freshness SEO Compound Cf3Ac2At = Indexing Factor Combination of fresh content within an efficient site structure & great XML sitemap implementation to allow quicker & expanded index inclusion. Fresh+ = rank worthy
  31. 31. Cf3Ac2At = Indexing Factor Image: www.metropublisher.com
  32. 32. Engagement SEO Compounds Ht2HdHs = CTR Factor Combining best practice Titles & Meta Descriptions with Structured Data creates SERP environment for increased Click Through Rates. CTR is an important signal
  33. 33. Ht2Hd = CTR Factor • Understand the query intent & context • Optimize for CTR “is it clickable?” • Don’t let Google make decision (align with query)
  34. 34. Ht2HdHs = CTR Factor • Understand the query intent & context • Optimize for CTR “is it clickable?” • Don’t let Google make decision (align with query)
  35. 35. Engagement SEO Compounds Ac2Cw4Ce = Relevance Path Factor Combining good silos with distinct user engagement actions – creates consistent interaction and clear hierarchies of topic relevance. Inspiring consistent onsite engagement is important
  36. 36. Ac2Cw4Ce = Relevance Path Factor
  37. 37. Ac2Cw4Ce = Relevance Path Factor
  38. 38. Ac2Cw4Ce = Relevance Path Factor
  39. 39. Lots More Compound Hypotheses
  40. 40. We’re Done! • Periodic Table of SEO What? • Ranking Factor Element Trends • Missing Ranking Factor Elements • Ranking Factor Compounds
  41. 41. Thank You resources: http://unop.me/smxlon
  42. 42. Questions? resources: http://unop.me/smxlon
  43. 43. @simmonet #SMX resources: http://unop.me/smxlon
  44. 44. Grant Simmons VP of Search Strategies Dominion Homes Media
  45. 45. The Periodic Table of SEO Ranking Factors 2014 edition

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