SEJ Summit 2015: The Content Evolution by Marcus Tober #SEJSummit

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© Searchmetrics. All rights reserved. Do not distribute without permission.
Marcus Tober
Chicago
04/15/2015
The Content Ev...

Founder and CTO of
Searchmetrics
In love with SEO and search
since 2001
Study of computer science
in Berlin, so I‘m the te...

Made with love in Berlin
165 passionate people
Innovator in SEO Software &
more since 2005

ROADS?
Where we‘re going, we don‘t need Roads.

Let‘s go back in time….

An SEO walks into a bar…

An SEO walks into a bar…
bars, beer garden, lounge,
hangout hole, night club,
mini bar, bar stool, tavern,
pub, beer, whin...

10
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@marcustober
The „old-fashioned“ way to do ...

11
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@marcustober
Today

SEO VISIBILITY

13
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@marcustober
SEO Visibility - ehow.com

14
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@marcustober
Stock
-$2 Bn!

15
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KEYWORD
2015
MachineLearning

16
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@marcustober
STOP – what about this?
users ...

17
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@marcustober
ANSWER: Hummingbird
„precise a...

boiled egg hard boiled egg recipe
how long does it take
to boil an egg

June 2013

April 2014

March 2015

Mobile
March 2015
MOBILE
RANKINGS

Related KWs
March 2015
how to cook the
perfect boiled egg
what is the best method
for hard boiled eggs

24
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@marcustober
89%
of Domains are literally
I...

Irrelevant Content
just vanishes

Example
Nope

28
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@marcustober
ehow.com/how-does_5316451_long...

29
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@marcustober
March 2015June 2013
9#
#34
1 R...

30
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@marcustober
CONTENT OPTIMIZATION
Ø Market
...

31
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@marcustober
CONTENT OPTIMIZATION

32
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober

Example
Dope

38
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@marcustober
thekitchn.com/how-to-boil-eggs...

39
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@marcustober
HOLISTIC WEBSITES

40
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@marcustober
HOLISTIC WEBSITES
464 #1

41
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@marcustober
SEO Visibility - thekitchn.com

March 2015

43
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@marcustober
CONTENT OPTIMIZATION

44
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
CONTENT OPTIMIZATION

Data-Driven Approach

2015

Correlation ≠ Causation

48
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@marcustober
DATA-DRIVEN APPROACH
SEO Today...

49
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Redirects
RANKING FACTORS 2015
0
0.05
0.1
0...

50
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KeywordinTitle(in%)
RANKING FACTORS 2015
Ke...

51
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RANKING FACTORS 2015
FilesizeFILESIZE

52
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Evolution of „Mobile Friendly“ Search Resul...

53
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@marcustober
DIFFERENCE: Desktop VS. Mobile...

54
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Different URLs
Smartphone

56
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@marcustober
DATA-DRIVEN APPROACH
SEO Today...

57
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RANKING FACTORS 2015
0
200
400
600
800
1000...

58
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RANKING FACTORS 2015
0
50
100
150
200
250
1...

59
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RANKING FACTORS 2015
0
5
10
15
20
25
1 2 3 ...

Search Results are Different
Depending on Context

MOBILE SEO VISIBILITY

62
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@marcustober
Mobile SEO Visibility
My Proje...

TAKEAWAYS
Technical Optimization
helps to create Rankings…
(when done correctly)
1.

64
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@marcustober
EXAMPLE: SEO - BUT NO RELEVANT...

65
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@marcustober
EXAMPLE: SEO - BUT NO RELEVANT...

66
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
EXAMPLE: SEO - BUT NO RELEVANT...

67
© Searchmetrics. All rights reserved. Do not distribute without permission.
@marcustober
EXAMPLE: SEO - BUT NO RELEVANT...

TAKEAWAYS
Technical Optimization
helps… but only
RELEVANT CONTENT
creates long-term Success!
1.

TAKEAWAYS
Technical Optimization
≠ Keyword Optimization
= Site Structure + Usability
1.

TAKEAWAYS
Don‘t provide
Keywords – provide
ANSWERS
2.

TAKEAWAYS
Content HOLISTIC
= context-based
+ user-focused
3.

BONUS
Success is the result of
SEO +
Relevant CONTENT
*

SEO Today
* Search
EXPERIENCE
Optimization

Thank you
@marcustober

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