Our digital marketing expert Paul Bongers shares the most important UK Ranking Factors that have a high rank correlation with organic search results. Check out the full webinar and study here: http://www.searchmetrics.com/en/knowledge-base/ranking-factors-uk/

1. 2014
SEO
Survival
Guide
for
2015
Paul
Bongers
9
December
2014
London

2. Paul Bongers
Senior Manager Business Development
www.searchmetrics.com
Global
Strategist
Lecturer
Speaker

3. Made
in
Berlin,
used
everywhere
We
are
over
150
people
across
the
globe
AcAon
based
on
research
Founded
by
Marcus
Tober

5. WHAT
CAN
CONTENT
DELIVER?

6. TO
WHOM
IS
CONTENT
RELEVANT?

7. est. 2012
2014
Edi:on
www.searchmetrics.com/en/knowledge-base/ranking-factors-uk/

8. 10.000
search
queries
First
30
posi:ons
300.000
ranking
posi:ons

10. CorrelaAon
≠
CausaAon
„If
many
storks
fly
over
the
beach,
it
does
not
mean
many
babies
will
be
born
there“

11. 2014
RANKING
FACTORS

12. 2013
2014
0.35
0.3
0.25
0.15
0.1
0.05
0
0.2
Content
Social
Backlinks
On-­‐Page
(Technical)
On-­‐Page
(Content)
2014
2013

13. 2013
2014
0.3
0.1
0
0.2
Content
Social
Backlinks
On-­‐Page
(Technical)
On-­‐Page
(Content)
2014
2013

14. 2012
2013
2014
0.35
0.3
0.2
0.15
0.1
0.05
0
0.25
Content
Social
Backlinks
On-­‐Page
(Technical)
On-­‐Page
(Content)
2014
2013
2012

15. What
happens
in
Google’s
algorithm
in
the
USA
will
most
likely
happen
anywhere
else
in
the
world
with
a
certain
delay

17. 0.34
0.32
0.3
0.28
0.26
0.24
0.22
0.2
2012
2013
2014
UK
USA
Germany
SOCIAL
SIGNALS

19. 0.2
0.195
0.19
0.185
0.18
0.175
0.17
0.165
0.16
0.155
0.15
2012
2013
2014
UK
USA
Germany
BACKLINKS

21. 0.08
0.07
0.06
0.05
0.04
0.03
0.02
2012
2013
2014
UK
USA
Germany
ON-­‐PAGE
(TECHNICAL)

23. 0.07
0.06
0.05
0.04
0.03
0.02
0.01
0
2012
2013
2014
UK
USA
Germany
ON-­‐PAGE
(CONTENT)

25. NEW
CONTENT
ELEMENTS
25
www.searchmetrics.com
“Proof
Words”
are
words
that
appear
in
at
least
70%
of
the
documents
to
which
a
text
is
compared.
“Relevant
words”
are
words
that
have
a
contextual
relaAonship
with
the
topic
word.

26. Searchmetrics
Suite
Proof
Words
Relevant
Words
Content
OpAmizaAon

27. „You
shall
know
a
keyword
by
the
company
it
keeps”
(Firth,
1957)
www.searchmetrics.com

28. www.searchmetrics.com
CorrelaAon
휌↓2014 =0.34
Relevant
Terms

29. 휌↓2014 =0.20
Proof
Terms
www.searchmetrics.com
CorrelaAon

30. 0.14
0.12
0.1
0.08
0.06
0.04
0.02
0
2013
2014
UK
USA
Germany
NEW
CONTENT
ELEMENTS

31. ~100,000
TOP

33. There
are
no
:ps
and
nothing
the
user
expected
on
the
page.
Why
should
it
rank?

34. „Who
needs
what?“

35. GOOGLE
HUMMINGBIRD
UPDATE
Contextual
Search
Conversa:onal
Search
Seman:c
Search
www.searchmetrics.com

38. Search
Paradigm
1
Keyword
/Varia:ons
1
Landing
Page

39. Search
Today
1
TOPIC
1
Landing
Page

40. Chapter
1:
SERP
Diversity

41. User
(Query)
SERP
(Knowledge
Graph)

42. Hummingbird
Similar
(or
even
synonymous)
Keyword
Queries
Query
A1
SERP
A1
Query
A2
SERP
A2
Query
A3
SERP
A3
Query
A4
SERP
A4
Query
A5
SERP
A5
Query
A6
SERP
A6
Pre-­‐
42
www.searchmetrics.com
10/12/14

43. Similar
(or
even
synonymous)
Keyword
Queries
Query
A1
Hummingbird
Query
A6
Query
A5
Query
A3
Query
A2
Query
A4
SERP
A
Post-­‐
43
www.searchmetrics.com
10/12/14

44. Diversity
of
SERPs
All
Keywords
44
www.searchmetrics.com
10/12/14
~6.5%

45. Diversity
of
SERPs
All
Keywords
45
www.searchmetrics.com
10/12/14
34
~2%
~6%
1
2
What
happened?
3

46. 1
Week
33
2013
2
Week
45
2013
3
Week
03
2014
10
10
4

47. 4
Week
42
2014
S:ll
different,
but
only:
7
Breadcrumbs/
Brand

48. Chapter
2:
Keyword
Pairs

49. Queries
SERP
C
SERP
A
SERP
B
Pre-­‐
Hummingbird
SERP
Y
SERP
J
SERP
I
SERP
G
SERP
H
SERP
F
SERP
L
SERP
K
SERP
M
SERP
N
SERP
O
SERP
P
SERP
Q
SERP
S
SERP
R
SERP
T
SERP
U
SERP
V
SERP
SERP
X
Z

50. SERP
H
SERP
M
SERP
J
SERP
R
SERP
F
Queries
SERP
C
SERP
A
SERP
B
Post-­‐
Hummingbird
SERP
Y
SERP
I
SERP
G
SERP
L
SERP
K
SERP
N
SERP
O
SERP
P
SERP
Q
SERP
S
SERP
T
SERP
U
SERP
V
SERP
Z
SERP
X

51. 6/10
July
2013

52. 9/10
March
2014

53. 4/10
June
2013

54. 7/10
March
2014

55. 9/10
Sept.
2014

56. 20%
=
3/3
10%
=
2/3
13%
July
2013

57. 50%
=
3/3
20%
=
2/3
Sept.
2014

58. Diversity
of
SERPs
Keyword
Pairs
with
same
meaning
–
shared
results
58
www.searchmetrics.com
10/12/14
+17%
+29%

59. iPhone
iPhone
iPhone
iPhone
iPhone
iPhone
iPhone
iPhone
iPhone
iPhone
iPhone
?

60. HolisAc
Content
60
www.searchmetrics.com
10/12/14

61. HolisAc
Content
61
www.searchmetrics.com
10/12/14

62. HolisAc
Website
62
www.searchmetrics.com
10/12/14

63. iPhone
iPhone
iPhone
iPhone
iPhone
iPhone
iPhone
iPhone
iPhone
iPhone
iPhone
Apple…
-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐…
iPhone…
-­‐-­‐-­‐…
Smartphone
-­‐-­‐-­‐-­‐
Cover…-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐
…
Apple
Store…-­‐
-­‐-­‐-­‐…Charger…
-­‐…
iPhone
6
plus
-­‐...contract...
Context

64. Remember?
64
www.searchmetrics.com

65. 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
Once
upon
a
Ame…
Content
A
Content
AB
Content
AC
Content
AD
Content
AE
Keyword
A
Keyword
AB
Keyword
AC
Keyword
AD
Keyword
AE
16.
12.

66. 3.
5.
2.
9.
3.
Landing
Page
1
Landing
Page
2
2014
Keyword
A
SERP
1
Keyword
AB
SERP
2
Keyword
AC
SERP
3
Keyword
AD
SERP
4
Keyword
AE
SERP
5
Content
A
Content
AB
Content
AC
Content
AD
Content
AE
Will
be
op5mizing
content
Will
not
op5mize
Content
AD
Content
AE

67. 3.
2.
6.
3.
5.
2014
Keyword
A
SERP
1
Keyword
AB
SERP
2
Keyword
AC
SERP
3
Keyword
AD
SERP
4
Keyword
AE
SERP
5
5.
12..
12.
Landing
Page
1
Content
A
Content
AB
Content
AC
Content
AD
Content
AE
Content
AD
Content
AE
New
op5mized
Landing
Page
2
content
Did
not
op5mize

68. BBEE
HTHOILSI
SGTUICY

69. Search
Paradigm
1
Keyword
/Varia:ons
1
Landing
Page

70. Search
Today
1
TOPIC
1
Landing
Page

71. Search
Experience
Op:miza:on

72. Search
Engines
don’t
buy
products.
People
do.

74. twiner.com/searchmetrics
facebook.com/searchmetrics