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Svetlana Stankovic
@locedebubu
Make data dreams come true!
Bridging the gap between ranking
factors and your SEO strategy
http://www.searchmetrics.com/brightonseo-2018
Björn Beth
@bjoernbeth
www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Making data dreams come true
Bridging the Gap between ranking factors & your SEO Strategy
Brighton SEO
28th of September 2018
Björn Beth & Svetlana Stankovic
The Searchmetrics Digital Strategies Group
www.searchmetrics.com
Björn Beth
Director Digital Strategies Group EMEA
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Your Speakers
Svetlana Stankovic
Team Lead SEO Consulting
www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
eCommerce
5 Ranking Studies per Industry
Health
Travel
Finance
Media
www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
eCommerce
www.searchmetrics.com
Top 4 ranking factors summary
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
30%
larger File Size
40%
higher number of
interactive elements
70 %
more internal
links of urls
99,9 %
of all pages
have TLD.com
www.searchmetrics.com
Best in class example
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
used cars for sale UK
www.searchmetrics.com
Ranks No 1 for “used cars for sale uk”
*unique in links counted by screaming frog
** was not part of the study
Ranking Factor gumtree Benchmark Top 10
File Size in byte 299.381 198.211
Interactive Elements 300 291
More internal links 274* 219
.com (co.uk**) yes 99,9%
www.searchmetrics.com
Top ranking factor
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Prominent quick links to all “top searches”
www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Chosen category links + always link to “all” in fly out
www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Structured links to all make models
www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Links to top searches & top locations
www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Footer link to all popular searches
www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
If you have 17.5M
pages, you need to
guide users & Google!
www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Think about your website like you are building a city
www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Finance
www.searchmetrics.com
Top 5 ranking factors summary
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
<h2/>
30%
Lower File Size
1 sec
Faster than avg
78%
Have h2
62%
Higher content
relevance
69%
Have unordered
list
www.searchmetrics.com
Best in class example
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
cheap personal loan
www.searchmetrics.com
Ranks No 1 for “cheap personal loans”
*First Meaningful paint in Lighthouse report
**based on average of top 10 ranking urls
Ranking Factor Moneysavingexpert Benchmark Top 10
Load Time 2,9 sec 6,8 sec
File Size 100k bytes 103k bytes
Content Score 91% 59%**
www.searchmetrics.com
Top ranking factor
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
www.searchmetrics.com
Using http/2 protocol
*Searchmetrics Content Metric
**based on average of top 10 ranking urls
www.searchmetrics.com
Accepts compressing techniques for JS, CSS
http://www.ipmango.com/http/deflate
www.searchmetrics.com
Caches images & fonts for 7 days
Source: developer console
www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
You don't need to jump
on AMP to be fast!
Cache, compress &
clean up!
www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Health
www.searchmetrics.com
Top 6 ranking factors summary
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
24%
Use HTTPS
91%
Use h2
93%
Higher content
relevance
1 Image
per URL
88%
Ordered list 43%
More words than
average
<h2/> ABC
123
www.searchmetrics.com
Best in class example
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
how to lose weight fast
www.searchmetrics.com
Ranks Nr. 1 for “how to lose weight
fast”
Ranking Factor Healthline Top 10 Benchmark
<h2> 9 1,2*
Word Count 2300 2475
Content Score 93% 71%**
Unordered list 5 1
*, **,***,based on average of top 10 rankings
www.searchmetrics.com
Top ranking factor
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
www.searchmetrics.com
Top ranking factor
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
www.searchmetrics.com
Well written & structured
www.searchmetrics.com
Content structured in favour of featured snippets
www.searchmetrics.com
Content structured in favour of featured snippets
www.searchmetrics.com
Consider content creation as an agile process
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Media
www.searchmetrics.com
Top 4 ranking factors summary
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
49%
Higher content
relevance
30.7
links to external
websites
16%
More words than
the average
39%
More Social
Signals
ABC
123
www.searchmetrics.com
Top ranking factor
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
www.searchmetrics.com
Best in class example
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
trump
www.searchmetrics.com
Landing page with 14, 619 articles on a position #1 for “Trump”
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Article pages gaining
external links
Tag pages gaining
authority
SHORT LIFESPAN
(2 days on average)
LONG LIFESPAN
(rank for high search
volume queries)
The media dilemma
www.searchmetrics.com
Long articles with high content relevance and internal linking
“Donald
Trump” tag
Topical article tag
“Spain” country
related news
www.searchmetrics.com
Tagging system
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Main topic
(fresh news)
Country tag
Evergreen
topic
People
Related topic
Different
category
news
www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Travel
www.searchmetrics.com
<body/>
Top 6 ranking factors summary
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
57%
More words than
the average
3 sec
lower than avg
47%
Higher content
relevance
29%
More bullets per
lists
38%
More images
than average
48%
Less Keywords in
body
ABC
123
www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Top ranking factors
www.searchmetrics.com
Top ranking factors
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Top ranking factors
www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Top ranking factors
www.searchmetrics.com
Best in class example
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
best destinations in the world
www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Step 3
Let’s book it moments
(booking moments)
Step 4
Can’t-wait-to-explore
moments
(experiencing moments)
Step 1
I-want-to-get-away
moments
(dreaming moments)
Step 2
Time-to-make-a-plan
moments
(planning moments)
*Souce: Think with Google
Online travel user journey
www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Step 3
Step 4
Step 1
Step 2
Online travel user journey
*Souce: tripadvisor.com
www.searchmetrics.com
Advanced internal search for all stages of user journey
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
*Souce: tripadvisor.com
www.searchmetrics.com
Destination landing pages
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Flights to Jamaica,
Hotels in Jamaica,
Car rental in
Jamaica
Jamaica
restaurants, things
to do, top places
nearby
Travel blog,
magazine section
Jamaica Landing
page
www.searchmetrics.com
Holistic destination pages
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Tripadvisor.com is ranking #1
“Best time to visit Jamaica”
“Jamaica hotels”
“Things to do in Jamaica”
Keyword coverage in body:
46%
www.searchmetrics.com
Brighton SEO Key Takeaways
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
1. Content relevance is one of the most important ranking factors,
especially after E.A.T. update
1. Each industry is unique, and needs user-centric digital strategy
for technical, content and business success
3. Internal linking is more important than ever
4. Think large, do not focus on small portions of the website
www.searchmetrics.com
Thank you!
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Any questions?
Download our slides at:
http://www.searchmetrics.com/brightonseo-2018
@locodebubu | @bjoernbeth

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Making Data Dreams come true - Switching the Gap between ranking factors & your SEO Strategy