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SEOzone 2015 - Marcus Tober - Ranking Factors For Mobile And Desktop Search
1.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Ranking Factors for Mobile and Desktop Search. How They Differ and How Mobile Changed Marcus Tober Istanbul 27.11.2015
2.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober slideshare.net/searchmetrics Want this presentation?
3.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober 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
4.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Made with love
in Berlin 200 passionate people Innovator in SEO Software & more since 2005 San Mateo New York London Paris
5.
Our secret sauce is our software
6.
Industry’s biggest data base Mobile Visibility Local
Mobile Rankings Search Volume Device Distribution Not only desktop data…
7.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
8.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
9.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober The Future is Now!
10.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Let‘s go
back in time….
11.
An SEO walks into a bar…
12.
An SEO walks into a bar… bars, beer garden, lounge, hangout hole, night club, mini bar, bar stool, tavern, pub, beer, whine, whiskey…
13.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober The „old-fashioned“
way to do it
14.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Today
15.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober SEO VISIBILITY
16.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober SEO Visibility
- ehow.com
17.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober 0 500.000 1.000.000 1.500.000 2.000.000 26.06.2011 18.12.2011
10.06.2012 26.05.2013 17.11.2013 11.05.2014 02.11.201402.01.2011 02.12.2012 SEO Visibility Stock SEOVisibility Time Industry‘s Standard for Online Performance
18.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober 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 Content A Content AB Content AC Content AD Content AE 12.16. 2005
19.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober 2015 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. Content A Content AB Content AC Content AD Content AE optimizes
content doesn‘t optimize Landing Page 1 Landing Page 2 Content AD Content AE
20.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
21.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober STOP – what
about this? users still type keywords in here…
22.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober ANSWER: Hummingbird „precise and
fast“
23.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober HUMMINGBIRD Pre- Query SERP C SERP A SERP B SER P
Y SER P J SER P I SER P H SER P G SERP F SER P L SER P K SER P M SER P N SER P O SER P P SER P Q SER P R SER P S SER P T SER P U SER P V SER P Z SER P X
24.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober HUMMINGBIRD SER P R Post- Query SERP C SERP A SERP B SER P
Y SER P J SER P I SER P H SER P G SERP F SER P L SER P K SER P M SER P N SER P O SER P P SER P Q SER P S SER P T SER P U SER P V SER P X SER P Z
25.
Example How Hummingbird influences Search Results
26.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober boiledegg hard
boiledegg recipe how long does it take to boilan egg
27.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustoberNovember 2015
28.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober what is
the best method for hard boiled eggs Related KWs November 2015 how to cook the perfect boiled egg
29.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober 89% of Domains are literally INVISIBLE 11% of Domains have SEO Visibility >5/>10 DOMAIN VISIBILITY DOMAIN VISIBILITY
30.
Example Holistic Website
31.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
32.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober thekitchn.com/how-to-boil-eggs-perfectly-every-time… Keyword Density „boiled
eggs“
33.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober HOLISTIC WEBSITES
34.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober HOLISTIC WEBSITES 464 #1
35.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober SEO Visibility -
thekitchn.com
36.
20142011 2015 Image Image Image Image Content Content Image Video Content/ Structure
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober DATA-DRIVEN APPROACH
47.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
48.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Correlation ≠ Causation
49.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Correlation vs Averages 𝜌"#$% =
0.00 𝜌"#$) = 0.00 Ø = 96% Ø = 20% Share / Count of… Ranking
50.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober RANKING FACTORS 2015 Rank Correlation Top 30 Google.com
51.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober DISRUPTION OF TECHNOLOGY Mobile Desktop Laptop Tablet WORK
ENTERTAINMENT ALWAYS
52.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Game over…?
53.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober In fact, more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.” Google: May 05, 2015 “ Rise of Mobile
54.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Let‘s go
back in time!
55.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
56.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober 71% 68% 29% 32% 0% 10%
20% 30% 40% 50% 60% 70% 80% 90% 100% After Before mobile-friendly not mobile-friendly *Basis: Searchmetrics Research Cloud SERPs 1-3 Share of Mobile-Friendly URLs Mobilegeddon, April 21st, 2015
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Example 1 Mobilegeddon Recoveries
58.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Reddit.com - April 2015 ?
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© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober -36% Mobile Update
60.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober SAME URL
≠ Mobile Desktop Rankings …1… …2… …3… …4… …5… …6… …7… …8… …9… …10…
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© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober September 2015:
still not mobile-friendly But:
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© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober MOBILE SEPARATE
URL = MobileDesktop Rankings …1… …2… …3… …4… …5… …6… …7… …8… …9… …10…
63.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Mobile Update MOBILE SEPARATE
URL Recovered!
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Example 2 Mobilegeddon Recoveries
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© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober -31%
66.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober April 2015 Not
mobile-friendly September 2015 mobile-friendly last.fm xRecovered!
67.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober But what are the differences between Desktop and Mobile?
68.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Mobile vs.
Desktop RANKING FACTORS 2015 Mobile Desktop ≠ searchmetrics.com/mobile2015 www.searchmetrics.com/us2015
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Humans like order!
70.
Bullet Points / Lists § Text § Text §
Text 1. Text 2. Text 3. Text Unordered List Ordered List
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© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Presence of Unordered List 65% 67% 69% 71% 73% 75% 77% 79% 81% 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 Mobile RANKING FACTORS 2015 𝜌*+,-./ = 0.08 MOBILE
72.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Presence of Unordered List 35% 40% 45% 50% 55% 60% 65% 70% 75% 80% 85% 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 Mobile Desktop RANKING FACTORS 2015 𝜌*+,-./ = 0.08 MOBILE 𝜌1/234+5 = 0.07 ~30%
73.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Structure of elements: Mobile vs Desktop
74.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Number of Interactive Elements 0 50 100 150 200 250 300 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 Mobile Desktop RANKING FACTORS 2015 Menus, Buttons, etc. 𝜌1/234+5 = 0.10 𝜌*+,-./ = 0.08 MOBILE
75.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Ø Font Size Entire Page 12,00 12,50 13,00 13,50 14,00 14,50 15,00 15,50 16,00 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 POST Mobilegeddon PRE Mobilegeddon Desktop RANKING FACTORS 2015 𝜌89:; = 0.03 𝜌8=> = 0.02 MOBILE
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© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Browsing is different: Mobile vs Desktop URL / Tabs URL / Tabs?
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© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Browsing is different: Mobile vs Desktop
78.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober LINKS? Where we‘re
going, we don‘t need LINKS.
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© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Number of Backlinks 0 2000 4000 6000 8000 10000 12000 14000 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 Mobile Desktop RANKING FACTORS 2015 𝜌1/234+5 = 0.28 𝜌*+,-./ = 0.11 MOBILE ØDesktop = 2.500 ØMobile = 1.500
80.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Backlinks: Mobile vs Desktop
81.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Number of Internal Links 0 20 40 60 80 100 120 140 160 180 200 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 Mobile Desktop RANKING FACTORS 2015 𝜌1/234+5 = 0.09 𝜌*+,-./ = 0.03 MOBILE ØDesktop = 132 ØMobile = 86
82.
DON‘T DO!
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© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Sitespeed 0,95 1,00 1,05 1,10 1,15 1,20 1,25 1,30 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 Mobile Desktop RANKING FACTORS 2015 𝜌1/234+5 = 0.04 𝜌*+,-./ = 0.08 MOBILE
84.
No speed: no experience
85.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Word Count 0 200 400 600 800 1.000 1.200 1.400 1.600 1.800 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 Mobile 2015 PRE-Mobilegeddon Desktop 2015 Mobile 2014 RANKING FACTORS 2015 𝜌1/234+5 = 0.07 𝜌*+,-./ = 0.02 MOBILE ØDesktop = 1.140 ØMobile = 812
86.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Word Count: Mobile vs Desktop
87.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
88.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Relevant Terms 0% 10% 20% 30% 40% 50% 60% 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 Mobile Desktop RANKING FACTORS 2015 𝜌1/234+5 = 0.15 𝜌*+,-./ = 0.09 MOBILE ØDesktop = 49% ØMobile = 46%
89.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
90.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
91.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
92.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
93.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Semantic Content Optimization It is all about the consumer intent
and not keywords anymore Basis: Searchmetrics Suite – Feature: „Content Optimization“
94.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Mobile vs.
Desktop Mobile Desktop DIFFERENCES?
95.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober A keyword that
has a higher search volume in mobile search ?
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Call Mom
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© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Keyword Device Distribution
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© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Example for Keyword Device Distribution
99.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
100.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober It‘s different!
101.
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober Industry Standard for Understanding Performance Longest running record of Google™ data. Most inputs. More than just SEO Only platform with transactional search data Historical Data Largest Data Set Interpret Customer Intent Apple Watch
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