This document discusses the evolution of SEO and search engine optimization. It notes that SEO today requires a data-driven approach that considers both technical aspects like site structure as well as content aspects like content strategy and optimization. It also discusses differences between desktop and mobile search results and the importance of creating mobile-friendly content. Key takeaways include that technical optimization helps rankings but only relevant content creates long-term success, keywords should provide answers rather than just be included, and content should be holistic and user-focused rather than just focused on keywords. Success requires both SEO and relevant content that improves the overall search experience.

1. © Searchmetrics. All rights reserved. Do not distribute without permission.
Marcus Tober
Chicago
04/15/2015
The Content Evolution
Mobile/Desktop – Entities/Keywords – User-Focus & more
@marcustober

2. 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
@marcustober

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

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

8. Let‘s go back in time….

9. An SEO walks into a bar…

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

11. 10
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The „old-fashioned“ way to do it

12. 11
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Today

13. SEO VISIBILITY

14. 13
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SEO Visibility - ehow.com

15. 14
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Stock
-$2 Bn!

16. 15
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KEYWORD
2015
MachineLearning

17. 16
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STOP – what about this?
users still type keywords in here…

18. 17
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ANSWER: Hummingbird
„precise and fast“

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

20. June 2013

21. April 2014

22. March 2015

23. Mobile
March 2015
MOBILE
RANKINGS

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

25. 24
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89%
of Domains are literally
INVISIBLE
11% of Domains
have SEO Visibility >10
DOMAIN VISIBILITY
DOMAIN VISIBILITY

27. Irrelevant Content
just vanishes

28. Example
Nope

29. 28
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ehow.com/how-does_5316451_long-boil-eggs.html
SNIPPET

30. 29
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March 2015June 2013
9#
#34
1 Ranking !

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CONTENT OPTIMIZATION
Ø Market
eHow-URL

32. 31
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CONTENT OPTIMIZATION

33. 32
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38. Example
Dope

39. 38
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thekitchn.com/how-to-boil-eggs-perfectly-every-time…
Keyword Density „boiled eggs“

40. 39
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HOLISTIC WEBSITES

41. 40
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HOLISTIC WEBSITES
464 #1

42. 41
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SEO Visibility - thekitchn.com

43. March 2015

44. 43
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CONTENT OPTIMIZATION

45. 44
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CONTENT OPTIMIZATION

46. Data-Driven Approach

47. 2015

48. Correlation ≠ Causation

49. 48
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DATA-DRIVEN APPROACH
SEO Today
Technical Aspects:
• Site Structure
• Internal Link Structure
• Usability, etc.

50. 49
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Redirects
RANKING FACTORS 2015
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
1 2 3 4 5 6 7 8 9 101112131415161718192021222324252627282930
US-MOBILE 2015
Redirects

51. 50
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KeywordinTitle(in%)
RANKING FACTORS 2015
Keyword in Title

52. 51
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RANKING FACTORS 2015
FilesizeFILESIZE

53. 52
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Evolution of „Mobile Friendly“ Search Results
06/2013 07/2014 11/2014 04/2015
• Faulty Redirects
• Smartphone-only errors
Flash
“Mobile-friendly”
Mobile Friendliness
as a Worldwide
Ranking Signal

54. 53
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DIFFERENCE: Desktop VS. Mobile SERPs

55. 54
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Different URLs
Smartphone

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DATA-DRIVEN APPROACH
SEO Today
Content Aspects:
• Content Strategy
• Content Optimization
• Content Success Measurement

58. 57
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RANKING FACTORS 2015
0
200
400
600
800
1000
1200
1400
1600
1800
2000
1 2 3 4 5 6 7 8 9 101112131415161718192021222324252627282930
US-MOBILE 2015
US-MOBILE 2014
Word Count
WordCount

59. 58
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RANKING FACTORS 2015
0
50
100
150
200
250
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
US-MOBILE 2015
US-MOBILE 2014
Number of internal Links
NumberofinternalLinks

60. 59
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RANKING FACTORS 2015
0
5
10
15
20
25
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
US-MOBILE 2015
US-MOBILE 2014
Keywords in Body
KeywordsinBody

61. Search Results are Different
Depending on Context

62. MOBILE SEO VISIBILITY

63. 62
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Mobile SEO Visibility
My Project
Deep Insights for
Devices Mobile

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

65. 64
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EXAMPLE: SEO - BUT NO RELEVANT CONTENT

66. 65
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EXAMPLE: SEO - BUT NO RELEVANT CONTENT

67. 66
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EXAMPLE: SEO - BUT NO RELEVANT CONTENT

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EXAMPLE: SEO - BUT NO RELEVANT CONTENT
#1 No Rankings

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

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

72. TAKEAWAYS
Don‘t provide
Keywords – provide
ANSWERS
2.

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

74. BONUS
Success is the result of
SEO +
Relevant CONTENT
*

75. SEO Today
* Search
EXPERIENCE
Optimization

78. Thank you
@marcustober