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©2007 Market Motive, Inc.
Todd Malicoat
Online Marketing Consultant, Stuntdubl.com
Search Ranking Factors Demystified
About Me
About Me
About Me
Not a Data Scientist…
Not a Futurist…
http://afflictor.com/tag/steve-mann/
Google Patents Make My Nose Bleed…
“Old School” SEO
When SEO Dinosaurs Ruled the SERPS…
SEOMoz Top 10 Ranking Factors - 2005
1. Title tag
2. Anchor Text of Links
3. Keyword Use in Document Text
4. Accessibility...
What is SEO?
Knowing what the search engines want and giving it to
them…
***
- David Naylor, CEO Bronco
http://www.bronco....
What is SEO?
Knowing what the search engines want and giving it to
them…
…so hard they f’n bleed
http://www.threadwatch.or...
Ranking Factors – Circa 2007
1. Keyword Use in Title Tag
2. Anchor Text of Inbound Link
3. Global Link Popularity of Site
...
The Algorithm Killed Jeeves
http://theinspirationroom.com/daily/2007/askcom-algorithm-billboards/
The Algorithm is From New Jersey…
http://theinspirationroom.com/daily/2007/askcom-algorithm-billboards/
Algorithm Return Query Results
Domain Authority and Page Authority
Trump Card
Domain Authority and Page Authority
Algorithms Return Query Results
SE Ranking Factors
• Factors
• Variables
• Signals
• Indicators
http://searchengineland.co...
http://moz.com/search-ranking-factors
Algorithms Return Query Results
SE Ranking Factors
The Problem With Correlation Data…
https://moz.com/local-search-ranking-factors
1-10 Scale of Influence
https://moz.com/search-ranking-factors/survey
SEO & Link Building Gets Tedious…
https://www.brightlocal.com/learn/local-seo-industry-survey/
The 4 Dimensions of SEO
9 Influential Search Ranking Factors
1. Domain Level Link Authority
2. Page Level Link Authority
3. Page Level Keywords & ...
Overview
• What’s Changed in the Google Black Box – 10 min
• 4 Dimensions of SEO - 10 min
What Changed in Google Black Box?
1. Increase in Rich Answers
2. CTR in SERPS
3. Mobile Growth & Distinctions
4. Google+ C...
The Google Black Box
• Over 200 Ranking Factors
• Shifting, Evolving Algorithm
• “Core Algorithm”
The “Core Algorithm”
Gary Illyes
http://searchengineland.com/google-explains-what-it-means-to-be-part-of-the-core-algorith...
On Ranking Factors, Updates, and Business…
“Build a better mousetrap, and the world will beat a path
to your door”
-Ralph ...
Rich Answers
https://www.stonetemple.com/the-rise-of-rich-answers-in-google-search-future-of-digital-marketing/
We found t...
Rank Brain Update
The Machine’s Are Learning…
Rank Brain Update
The Machine is Learning… V.I.K.I
Rank Brain Update
The Machine is Learning… V.I.K.I
Rank Brain Update
Someone Call Del Spooner
Rank Brain Update
The Machine is Learning…
Will They Learn My Favorite Fishing Spot?
The Machine is Learning…
https://moz.com/blog/a-poorly-illustrated-guide-to-googles-algorithm
The Google Black Box
• Over 200 Ranking Factors
• Shifting, Evolving Algorithm
• “Core Algorithm”
2015 Ranking Factors – Search Metrics
http://www.searchmetrics.com/knowledge-base/ranking-factors-infographic/
#1 Click Through Rates/ Engagement
• CTR
• Pogo sticking/ Time to Long Click
• Time on Site
CTR has the Highest Correlation to Rankings
• CTR
• Pogo sticking/ Time to Long Click
• Hard to influence
http://www.searc...
High Bounce Rate / “Pogosticking”
http://www.blindfiveyearold.com/time-to-long-click
Tinfoil Hat On…
http://dejanseo.com.au/fun/google-skynet
On Skynet Bait and Switches…
Localized Results vs. Pack Results
Q4 2014
New Localized Results vs. Old Pack Results
Why Claiming Google+ Local Listings is Important
• Carousel Results
• Managing reviews
• Managing reputation
• Top generic...
Localized Results vs. Pack Results
Q1 2015
Hotels Website
Q1 2011
391,244 Organic Traffic
Hotels Website
Q1 2013 – 8,191 organic visitors
383,053k organic decline
Hotels Website
Q1 2015
45,355 Organic Visitors
…not a Penalty
Localized “Feature” Results
http://recode.net/2015/11/24/google-says-local-search-result-that-buried-rivals-yelp-tripadvis...
Mobile OneBox Displacement
http://recode.net/2015/11/24/google-says-local-search-result-that-buried-rivals-yelp-tripadviso...
Mobile OneBox
http://recode.net/2015/11/24/google-says-local-search-result-that-buried-rivals-yelp-tripadvisor-is-just-a-b...
Biggest Losers in 2015…
https://moz.com/blog/brands-that-won-and-lost-google-2015
Yelp gave up its #4
position in 2015 to
...
http://www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking
85 Search “Features”
Local Search “Features”
85 “Search Features”
– Maps
– Knowledge Graph
– Carousel
– Mobile Click to Call
– Etc…
https://moz...
Features – Knowledge Graph Box
• Maps
• Places vs. Plus Local
• Venice Update
• 85 “Search Features”
• Knowledge Graph
• C...
Features - Maps
• Maps
• Places vs. Plus Local
• Venice Update
• 85 “Search Features”
• Knowledge Graph
• Carousel
• Natio...
Google SoLoMo CONVERGENCE
• Social = Google+
• Local = +local/places
• Mobile = Android/ Chrome
2015-2016 …CONVERGENCE
Search
SOcial
LOcalMObile
Local Growth
• Local is Big (and growing)
• Mobile is Big (and growing)
• Google Dominates Search (70%+)
• Google Dominate...
Google Local Search
30% of 100B searches / month have local intent
30 Billion
Local Monthly Searches
Local Ecosystem – Google
• 540+ Million Users on Google+ in 2 years
• Avg. 3.5 Billion Queries / day*
• Over 100 Billion Q...
Location Enabled Services Mass Adoption
= Heavier “Localized Organic” Integration
• “SnackPack” Local Results
• More Mobil...
More Mobile Growth
Locally Relevant to Broad Term
http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics...
More Mobile Growth
• Heavier “Localized Organic” Integration
• “SnackPack” Local Results
• More Mobile Growth
• Google+ Di...
Pigeon
“The User is the New Centroid”
http://searchengineland.com/58-local-marketeers-will-
change-tactics-pigeon-update-2...
LESS Influence - Proximity of Address to Centroid
More Influence
Searcher to Business Distance
Post Pigeon
http://searchengineland.com/5
8-local-marketeers-will-
change-tactics-pigeon-update-
208812
Pigeon
https://moz.com/blog/the-month-google-shook-the-serps
10…to 7…to 3…to…??
• “Snack Pack”
• Reviews/ Location
• Less “Organic”
Features – Click to Call
Localized Organic Integrations
Locally Relevant to Broad Term
Top Local Search Ranking Factors 2015-2016
1. GoogleMyBusiness signals
2. External local signals
3. Review signals
4. Soci...
10 Influential Local Search Ranking Factors
1. Domain Authority of Website
2. Quality/Authority of Inbound Links
3. Produc...
Top 7 Local Competitive Difference Makers
1. quality/authority of structured citations
2. quality/authority of inbound lin...
Localized Results vs. Pack Results
• No Organic for
Commercial Phrases
• Lead Gen Aggregators
Google +
• Create URL Best Practices for Subdirectory
• Document Internal Linking Structure
• Begin Migration Documentatio...
Google+ Local Divorce
• Google Places = Google My Business
• Less Emphasis on G+
Google+ Local Divorce
What Changed in Google Black Box?
1. Increase in Rich Answers
2. CTR in SERPS
3. Mobile Growth & Distinctions
4. Vertical ...
The 4 Dimensions of SEO
• Page dimension
• Domain dimension
• Keyword dimension
• Off site dimension
Page
domain
Offsitekeyword
The 4 Dimensions o...
Why Do Web Pages Rank?
The 4 Dimensions of SEO
The 4 Dimensions of SEO
Page Dimension
The 4 Dimensions of SEO
• Page QUALITY
• Domain AUTHORITY
• Keyword RELEVANCE
• Off site VALUE
Page
Quality
Domain
Authori...
The individual web page document being analyzed for the
search results. Page quality is made up a variety of factors
inclu...
The 4 Dimensions of SEO – why is it important?
• A webpage ranks in SERPs
• Page level link value
• Page level keyword rel...
Page Dimension: Title Tag
Page Dimension: Body Text
• Text driven content
• Topical
Page Dimension – Site Organization
• Cabinet = Domain
• Drawer = Category URL
• Folder = Subcategory URL
• File = File (im...
Labels
Document
File
Folder
Drawer
File Cabinet
Top Level
Domain (TLD)
Category
Subcategory
/Filename.filetype
.png, .jpg,...
SEO Best Practices – 7 URL Parts
http://www. Miamifishing .com /what-we-catch/ atlantic-sailfish #sailfishsize
Protocol
Su...
Extension-less URLs give flexibility for future changes.
Page Dimension – Site Organization
Page Dimension: Webpage header files (headers)
Server response codes
– 301
– 404
– 200
– 410
http://www.internetmarketingn...
Page Dimension: Page Level Link Value
• Root Linking Domains
• Total Links
• Page Authority
http://opensiteexplorer.com
The 4 Dimensions of SEO
Domain dimension
The 4 Dimensions of SEO
• Domain dimension
• What is it
• Why is it important
Domain Dimension – What is it?
Any variables that relate to the trust, authority, or effects
on a webpage’s rankings relat...
Domain Dimension: Website Domain TLD/ URL
• TLD
• URLs
http://cometrics.co/statistics/ttl-domain-usage-stats/
Domain Dimension: Exact Match/ Partial Match
• Partial = TopGunMiami.com
» MarauderFishing.com
• Exact = MiamiFloridaFishi...
Domain Dimension: Site Index Size
• TLD
• URLs
Domain Dimension: Web Server / Site Platform
• Linux, Apache, MySQL, PHP (LAMP)
• Internet Information Services (Windows I...
Domain Dimension: Webpage Speed/ Performance
Fast Pages Retain Users
http://blog.kissmetrics.com/loading-time
Domain Dimension: 404 page
Serve Custom 404
http://stuntdubl.com/404
Off-Site Dimension of SEO
Off site dimension
• What is it?
• Why is it important
Off-Site Dimension of SEO
The 4 Dimensions of SEO
Off site dimension
Off-Site Dimension of SEO
Any factors that affect a webpage’s rankings that occur
off the domain that is in the search res...
Why is it Important?
• Link Authority
• Site Trust
• Social Signals
• Link Signals
• Brand Signals
Off-Site Dimension
• Links
• Social Mentions
https://moz.com/researchtools/ose/
Page Authority from Link Value
http://moz.com/tools/seo-toolbar
Link Building Is Boring…and Hard…
https://www.brightlocal.com/learn/local-seo-industry-survey/
Negative Off Site Signals
• “Un-Natural”
– Anchor text distribution
– Domain authority distribution
– Amount of links from...
The 4 Dimensions of SEO
Keyword/ Other Dimension
– What is it?
– Why is it important?
– Examples
Keyword/ SERP Dimension - What is it?
Any variables or factors including query features that
impact a web page or domain’s...
Keyword/ SERP Dimension - What is it?
Any variables or factors including query features that
impact a web page or domain’s...
Why’s Everyone Trying to Kill Keywords and SEO?
• Landing Pages + Rank Tracking
• Focus on Organic Visibility
Why’s Everyone Trying to Kill Keywords and SEO?
• Landing Pages + Rank Tracking
• Focus on Organic Visibility
Hummingbird Update
15th Birthday
Search Engine Overhaul
Hummingbird Update
15th Birthday
Search Engine Overhaul
https://moz.com/blog/hummingbird-unleashed
http://moz.com/blog/determining-
relevance-how-similarity-is-scored
Algorithms Return Query Results
Query Processing & Key...
Local Search “Features”
85 “Search Features”
– Maps
– Knowledge Graph
– Carousel
– Mobile Click to Call
– Etc…
https://moz...
Keyword Relevance Scoring
Comparing use of keywords and synonymous terms for 3 other
dimensions:
• On Page elements and co...
Is SEO “Constantly Changing”?
On Algorithm Changes…
Google has stated publicly (under oath, in fact) that they made 516 updates
in 2010. The numbers for...
http://moz.com/google-algorithm-change
The 4 Dimensions of SEO
• Page QUALITY
• Domain AUTHORITY
• Keyword RELEVANCE
• Off site VALUE
Page
Quality
Domain
Authori...
Review
• What’s Changed in the Google Black Box
• 4 Dimensions of SEO
Resources
• http://searchengineland.com/seotable
• http://moz.com/search-ranking-factors
• http://moz.com/blog/seo-correla...
Thank You!
todd@miamifishing.com
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Search Engine Ranking Factors Demystified: SEO Signals

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My presentation from Search Engine Watch Connect in Miami - Demystifying search ranking factors. While modern search technology is changing the landscape of search engine marketing, the core SEO strategies for organic growth have maintained some level of consistency over time despite added complexities determining relevance. Explore some of the more important factors, and how they should influence your website growth strategy.

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Search Engine Ranking Factors Demystified: SEO Signals

  1. 1. ©2007 Market Motive, Inc. Todd Malicoat Online Marketing Consultant, Stuntdubl.com Search Ranking Factors Demystified
  2. 2. About Me
  3. 3. About Me
  4. 4. About Me
  5. 5. Not a Data Scientist…
  6. 6. Not a Futurist… http://afflictor.com/tag/steve-mann/
  7. 7. Google Patents Make My Nose Bleed…
  8. 8. “Old School” SEO
  9. 9. When SEO Dinosaurs Ruled the SERPS…
  10. 10. SEOMoz Top 10 Ranking Factors - 2005 1. Title tag 2. Anchor Text of Links 3. Keyword Use in Document Text 4. Accessibility of Document 5. Links to Document from Site-Internal Pages 6. Primary Subject Matter of Site 7. External Links to Linking Pages 8. Link Popularity of Site in Topical Community 9. Global Link Popularity of Site 10. Keyword Spamming http://moz.com/blog/ranking-factors-version-2-released
  11. 11. What is SEO? Knowing what the search engines want and giving it to them… *** - David Naylor, CEO Bronco http://www.bronco.co.uk/
  12. 12. What is SEO? Knowing what the search engines want and giving it to them… …so hard they f’n bleed http://www.threadwatch.org/node/9349
  13. 13. Ranking Factors – Circa 2007 1. Keyword Use in Title Tag 2. Anchor Text of Inbound Link 3. Global Link Popularity of Site 4. Age of Site 5. Link Popularity within the Site’s Internal Link Structure 6. Topical Relevance of Inbound Links to Site 7. Link Popularity of Site in Topical Community 8. Keyword Use in Body Text 9. Global Link Popularity of Linking Site 10. Topical Relationship of Linking Page 11. Quality/Relevance of Links to External Sites/Pages 12. Age of Document 13. Keyword Use in H1 Tag 14. Amount of Index-able Text Content 15. Age of In-Bound Link 16. Topical Relationship of Linking Site 17. Relevance of Site’s Primary Subject Matter to Query 18. Keyword Use in Domain Name
  14. 14. The Algorithm Killed Jeeves http://theinspirationroom.com/daily/2007/askcom-algorithm-billboards/
  15. 15. The Algorithm is From New Jersey… http://theinspirationroom.com/daily/2007/askcom-algorithm-billboards/
  16. 16. Algorithm Return Query Results Domain Authority and Page Authority
  17. 17. Trump Card Domain Authority and Page Authority
  18. 18. Algorithms Return Query Results SE Ranking Factors • Factors • Variables • Signals • Indicators http://searchengineland.com/guide/seo
  19. 19. http://moz.com/search-ranking-factors Algorithms Return Query Results SE Ranking Factors
  20. 20. The Problem With Correlation Data… https://moz.com/local-search-ranking-factors
  21. 21. 1-10 Scale of Influence https://moz.com/search-ranking-factors/survey
  22. 22. SEO & Link Building Gets Tedious… https://www.brightlocal.com/learn/local-seo-industry-survey/
  23. 23. The 4 Dimensions of SEO
  24. 24. 9 Influential Search Ranking Factors 1. Domain Level Link Authority 2. Page Level Link Authority 3. Page Level Keywords & Content 4. Page Level Keyword Agnostic Features 5. User Traffic/ Query Data 6. Domain Level Brand Metrics 7. Domain Level Keyword Usage 8. Domain Level Keyword Agnostic Features 9. Page Level Social Metrics
  25. 25. Overview • What’s Changed in the Google Black Box – 10 min • 4 Dimensions of SEO - 10 min
  26. 26. What Changed in Google Black Box? 1. Increase in Rich Answers 2. CTR in SERPS 3. Mobile Growth & Distinctions 4. Google+ Changes 5. Vertical “Features” in Search 6. Heavier “Localized Organic” Integration 7. “SnackPack” Local Results
  27. 27. The Google Black Box • Over 200 Ranking Factors • Shifting, Evolving Algorithm • “Core Algorithm”
  28. 28. The “Core Algorithm” Gary Illyes http://searchengineland.com/google-explains-what-it-means-to-be-part-of-the-core-algorithm-240681 …Focus on your website, and don’t worry about chasing interesting algorithm information…
  29. 29. On Ranking Factors, Updates, and Business… “Build a better mousetrap, and the world will beat a path to your door” -Ralph Waldo Emerson “…Build better mousetraps…” - Matt Cutts
  30. 30. Rich Answers https://www.stonetemple.com/the-rise-of-rich-answers-in-google-search-future-of-digital-marketing/ We found that Google had indeed been increasing the number of queries getting rich answers. In our test query set, the percentage of queries that returned a rich answer rose from 23% to 31% in six months, an increase of nearly 40%.
  31. 31. Rank Brain Update The Machine’s Are Learning…
  32. 32. Rank Brain Update The Machine is Learning… V.I.K.I
  33. 33. Rank Brain Update The Machine is Learning… V.I.K.I
  34. 34. Rank Brain Update Someone Call Del Spooner
  35. 35. Rank Brain Update The Machine is Learning…
  36. 36. Will They Learn My Favorite Fishing Spot? The Machine is Learning…
  37. 37. https://moz.com/blog/a-poorly-illustrated-guide-to-googles-algorithm
  38. 38. The Google Black Box • Over 200 Ranking Factors • Shifting, Evolving Algorithm • “Core Algorithm”
  39. 39. 2015 Ranking Factors – Search Metrics http://www.searchmetrics.com/knowledge-base/ranking-factors-infographic/
  40. 40. #1 Click Through Rates/ Engagement • CTR • Pogo sticking/ Time to Long Click • Time on Site
  41. 41. CTR has the Highest Correlation to Rankings • CTR • Pogo sticking/ Time to Long Click • Hard to influence http://www.searchmetrics.com/knowledge-base/ranking-factors-infographic-2015/
  42. 42. High Bounce Rate / “Pogosticking” http://www.blindfiveyearold.com/time-to-long-click
  43. 43. Tinfoil Hat On… http://dejanseo.com.au/fun/google-skynet On Skynet Bait and Switches…
  44. 44. Localized Results vs. Pack Results Q4 2014
  45. 45. New Localized Results vs. Old Pack Results
  46. 46. Why Claiming Google+ Local Listings is Important • Carousel Results • Managing reviews • Managing reputation • Top generic searches • Branded searches • Knowledge graph • Managing updates • Managing offers
  47. 47. Localized Results vs. Pack Results Q1 2015
  48. 48. Hotels Website Q1 2011 391,244 Organic Traffic
  49. 49. Hotels Website Q1 2013 – 8,191 organic visitors 383,053k organic decline
  50. 50. Hotels Website Q1 2015 45,355 Organic Visitors
  51. 51. …not a Penalty
  52. 52. Localized “Feature” Results http://recode.net/2015/11/24/google-says-local-search-result-that-buried-rivals-yelp-tripadvisor-is-just-a-bug/
  53. 53. Mobile OneBox Displacement http://recode.net/2015/11/24/google-says-local-search-result-that-buried-rivals-yelp-tripadvisor-is-just-a-bug/
  54. 54. Mobile OneBox http://recode.net/2015/11/24/google-says-local-search-result-that-buried-rivals-yelp-tripadvisor-is-just-a-bug/ Foursquare and ZocDoc saw more than a fifth of their traffic diverge and TripAdvisor saw a whooping 50.54 percent “misdirected” mobile visits, according to Yelp.
  55. 55. Biggest Losers in 2015… https://moz.com/blog/brands-that-won-and-lost-google-2015 Yelp gave up its #4 position in 2015 to YouTube, and seemed to suffer from some of Google's local changes this year.
  56. 56. http://www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking 85 Search “Features”
  57. 57. Local Search “Features” 85 “Search Features” – Maps – Knowledge Graph – Carousel – Mobile Click to Call – Etc… https://moz.com/blog/google-glossary
  58. 58. Features – Knowledge Graph Box • Maps • Places vs. Plus Local • Venice Update • 85 “Search Features” • Knowledge Graph • Carousel • National localized Search • Mobile Click to Call • Geo-targeted results
  59. 59. Features - Maps • Maps • Places vs. Plus Local • Venice Update • 85 “Search Features” • Knowledge Graph • Carousel • National localized Search • Mobile Click to Call • Geo-targeted results
  60. 60. Google SoLoMo CONVERGENCE • Social = Google+ • Local = +local/places • Mobile = Android/ Chrome
  61. 61. 2015-2016 …CONVERGENCE Search SOcial LOcalMObile
  62. 62. Local Growth • Local is Big (and growing) • Mobile is Big (and growing) • Google Dominates Search (70%+) • Google Dominates Mobile • Google Dominates Local • Google is the 800 lb. Gorilla of Local Search
  63. 63. Google Local Search 30% of 100B searches / month have local intent 30 Billion Local Monthly Searches
  64. 64. Local Ecosystem – Google • 540+ Million Users on Google+ in 2 years • Avg. 3.5 Billion Queries / day* • Over 100 Billion Queries / month** • Over 1 Billion Android devices activated*** • Over 30M click-to-calls/ mo. **** *http://www.statisticbrain.com/google-searches/ **http://www.statista.com/topics/1001/google/chart/898/number-of-searches-handled-by-search-engines-worldwide/ ***http://techcrunch.com/2013/09/03/google-announces-1b-total-android-activations-names-next-version-kitkat/ ****http://smallbiztrends.com/2013/02/mobile-search-statistics-facts.html
  65. 65. Location Enabled Services Mass Adoption = Heavier “Localized Organic” Integration • “SnackPack” Local Results • More Mobile Growth • Google+ Divorce • Increased Knowledge Panel https://www.internetretailer.com/2013/09/12/more-smartphone-owners-rely-location-based-services
  66. 66. More Mobile Growth Locally Relevant to Broad Term http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile- marketing-statistics/
  67. 67. More Mobile Growth • Heavier “Localized Organic” Integration • “SnackPack” Local Results • More Mobile Growth • Google+ Divorce • Increased Knowledge Panel http://www.statista.com/statistics/284202/mobile-phone-internet-user-penetration-worldwide/
  68. 68. Pigeon “The User is the New Centroid” http://searchengineland.com/58-local-marketeers-will- change-tactics-pigeon-update-208812 http://moz.com/blog/pigeon-advice-from-local-seos
  69. 69. LESS Influence - Proximity of Address to Centroid
  70. 70. More Influence Searcher to Business Distance
  71. 71. Post Pigeon http://searchengineland.com/5 8-local-marketeers-will- change-tactics-pigeon-update- 208812
  72. 72. Pigeon https://moz.com/blog/the-month-google-shook-the-serps
  73. 73. 10…to 7…to 3…to…?? • “Snack Pack” • Reviews/ Location • Less “Organic”
  74. 74. Features – Click to Call
  75. 75. Localized Organic Integrations Locally Relevant to Broad Term
  76. 76. Top Local Search Ranking Factors 2015-2016 1. GoogleMyBusiness signals 2. External local signals 3. Review signals 4. Social signals 5. Mobile signals 6. Link signals 7. On-page signals 8. Personalization
  77. 77. 10 Influential Local Search Ranking Factors 1. Domain Authority of Website 2. Quality/Authority of Inbound Links 3. Product/ Service in GMB Business Title 4. City/ State in GMB Landing Page Title 5. Consistency of Structured Citations 6. Topical Keyword Relevance of Domain Content 7. Diversity of Inbound Links to Domain 8. Geographic Relevance of Domain 9. Physical Address in City of Search 10. City/ State in Website Title Tags
  78. 78. Top 7 Local Competitive Difference Makers 1. quality/authority of structured citations 2. quality/authority of inbound links to domain 3. quantity of reviews by authority reviewers 4. consistency of structured citations 5. quantity of citations from industry relevant domains 6. domain authority of website 7. quantity of citations from locally-relevant domains
  79. 79. Localized Results vs. Pack Results • No Organic for Commercial Phrases • Lead Gen Aggregators
  80. 80. Google + • Create URL Best Practices for Subdirectory • Document Internal Linking Structure • Begin Migration Documentation • Research & Document Link Reclamation • Goal Value Attribution to Analytics http://www.slideshare.net/WordStream - Larry Kim
  81. 81. Google+ Local Divorce • Google Places = Google My Business • Less Emphasis on G+
  82. 82. Google+ Local Divorce
  83. 83. What Changed in Google Black Box? 1. Increase in Rich Answers 2. CTR in SERPS 3. Mobile Growth & Distinctions 4. Vertical “Features” in Search 5. Heavier “Localized Organic” Integration 6. “SnackPack” Local Results 7. Google+ Changes
  84. 84. The 4 Dimensions of SEO
  85. 85. • Page dimension • Domain dimension • Keyword dimension • Off site dimension Page domain Offsitekeyword The 4 Dimensions of SEO
  86. 86. Why Do Web Pages Rank?
  87. 87. The 4 Dimensions of SEO
  88. 88. The 4 Dimensions of SEO Page Dimension
  89. 89. The 4 Dimensions of SEO • Page QUALITY • Domain AUTHORITY • Keyword RELEVANCE • Off site VALUE Page Quality Domain Authority Off-Site Value Keyword Relevance
  90. 90. The individual web page document being analyzed for the search results. Page quality is made up a variety of factors including: • On Page Content • Title Tag • Meta Description • Synonymous Language • User Time On Page Page Dimension – What is it?
  91. 91. The 4 Dimensions of SEO – why is it important? • A webpage ranks in SERPs • Page level link value • Page level keyword relevance
  92. 92. Page Dimension: Title Tag
  93. 93. Page Dimension: Body Text • Text driven content • Topical
  94. 94. Page Dimension – Site Organization • Cabinet = Domain • Drawer = Category URL • Folder = Subcategory URL • File = File (images, pdf, css, etc.) • Document = URL / Document type • Labels = Webpage Title
  95. 95. Labels Document File Folder Drawer File Cabinet Top Level Domain (TLD) Category Subcategory /Filename.filetype .png, .jpg, .js <title> tag Page Dimension – Site Organization/ URL Structure
  96. 96. SEO Best Practices – 7 URL Parts http://www. Miamifishing .com /what-we-catch/ atlantic-sailfish #sailfishsize Protocol Sub- domain Domain Top- Level Domain Folder / Path Page Named Anchor
  97. 97. Extension-less URLs give flexibility for future changes. Page Dimension – Site Organization
  98. 98. Page Dimension: Webpage header files (headers) Server response codes – 301 – 404 – 200 – 410 http://www.internetmarketingninjas.com/header-checker/
  99. 99. Page Dimension: Page Level Link Value • Root Linking Domains • Total Links • Page Authority http://opensiteexplorer.com
  100. 100. The 4 Dimensions of SEO Domain dimension
  101. 101. The 4 Dimensions of SEO • Domain dimension • What is it • Why is it important
  102. 102. Domain Dimension – What is it? Any variables that relate to the trust, authority, or effects on a webpage’s rankings relating to the entire domain as a whole (including subdomains) – Often called root level, site level, or top level – Examples: • Site Index Size • Unique linking domains to the entire domain • Social media mentions to the entire domain • Total links to the entire domain • Trust or authority of links to the entire domain • Keyword in domain
  103. 103. Domain Dimension: Website Domain TLD/ URL • TLD • URLs http://cometrics.co/statistics/ttl-domain-usage-stats/
  104. 104. Domain Dimension: Exact Match/ Partial Match • Partial = TopGunMiami.com » MarauderFishing.com • Exact = MiamiFloridaFishingCharters.com » MiamiFishing.com
  105. 105. Domain Dimension: Site Index Size • TLD • URLs
  106. 106. Domain Dimension: Web Server / Site Platform • Linux, Apache, MySQL, PHP (LAMP) • Internet Information Services (Windows IIS) • Builtwith.com http://news.netcraft.com/archives/2013/10/02/october-2013-web-server-survey.html
  107. 107. Domain Dimension: Webpage Speed/ Performance Fast Pages Retain Users http://blog.kissmetrics.com/loading-time
  108. 108. Domain Dimension: 404 page Serve Custom 404 http://stuntdubl.com/404
  109. 109. Off-Site Dimension of SEO Off site dimension • What is it? • Why is it important
  110. 110. Off-Site Dimension of SEO
  111. 111. The 4 Dimensions of SEO Off site dimension
  112. 112. Off-Site Dimension of SEO Any factors that affect a webpage’s rankings that occur off the domain that is in the search result Examples: • Inbound link metrics (quality, quantity, etc.) • Root linking domains • Strongest linked pages on a domain • Keywords in anchor text • Social mentions – Tweets – Facebook likes/shares • Brand mentions/signals
  113. 113. Why is it Important? • Link Authority • Site Trust • Social Signals • Link Signals • Brand Signals
  114. 114. Off-Site Dimension • Links • Social Mentions https://moz.com/researchtools/ose/
  115. 115. Page Authority from Link Value http://moz.com/tools/seo-toolbar
  116. 116. Link Building Is Boring…and Hard… https://www.brightlocal.com/learn/local-seo-industry-survey/
  117. 117. Negative Off Site Signals • “Un-Natural” – Anchor text distribution – Domain authority distribution – Amount of links from penalized sites – Excessive amount of a single link type – Excessive “run of site” links • Lots of low quality links (negative SEO) • Low clickthrough • Low/No traffic validation (referral data) • No social validation
  118. 118. The 4 Dimensions of SEO Keyword/ Other Dimension – What is it? – Why is it important? – Examples
  119. 119. Keyword/ SERP Dimension - What is it? Any variables or factors including query features that impact a web page or domain’s rankings for specific keywords. Examples: • Bounce Rate • User time on site • Inbound linking anchor text • Vertical/ Blended Search • Local Search “Features” • Use of Other Media (video, audio, images) • Authorship • Negative Factors • Offsite Duplicate Content • “Over-Optimization” • Filters/ Penalties
  120. 120. Keyword/ SERP Dimension - What is it? Any variables or factors including query features that impact a web page or domain’s rankings for specific keywords. – Examples: • Bounce Rate • User time on site • Inbound linking anchor text • Keyword on page
  121. 121. Why’s Everyone Trying to Kill Keywords and SEO? • Landing Pages + Rank Tracking • Focus on Organic Visibility
  122. 122. Why’s Everyone Trying to Kill Keywords and SEO? • Landing Pages + Rank Tracking • Focus on Organic Visibility
  123. 123. Hummingbird Update 15th Birthday Search Engine Overhaul
  124. 124. Hummingbird Update 15th Birthday Search Engine Overhaul https://moz.com/blog/hummingbird-unleashed
  125. 125. http://moz.com/blog/determining- relevance-how-similarity-is-scored Algorithms Return Query Results Query Processing & Keyword Relevance Scoring
  126. 126. Local Search “Features” 85 “Search Features” – Maps – Knowledge Graph – Carousel – Mobile Click to Call – Etc… https://moz.com/blog/google-glossary
  127. 127. Keyword Relevance Scoring Comparing use of keywords and synonymous terms for 3 other dimensions: • On Page elements and content • Domain wide elements and content • Off site reference from links and mentions Useful for: • Improving results based on aggregate user data • Understanding language patterns
  128. 128. Is SEO “Constantly Changing”?
  129. 129. On Algorithm Changes… Google has stated publicly (under oath, in fact) that they made 516 updates in 2010. The numbers for 2011 and 2012 appear to be on par with that. On average, that’s 1.4 updates every day. We’re chasing two runaway animals while an entire zoo is stampeding toward Grandma’s house, and we’re too often doing bad SEO along the way. http://moz.com/blog/the-bigfoot-update-aka-dr-pete-goes-crazy
  130. 130. http://moz.com/google-algorithm-change
  131. 131. The 4 Dimensions of SEO • Page QUALITY • Domain AUTHORITY • Keyword RELEVANCE • Off site VALUE Page Quality Domain Authority Off-Site Value Keyword Relevance
  132. 132. Review • What’s Changed in the Google Black Box • 4 Dimensions of SEO
  133. 133. Resources • http://searchengineland.com/seotable • http://moz.com/search-ranking-factors • http://moz.com/blog/seo-correlation-causation • http://www.searchmetrics.com/knowledge-base/ranking-factors/ • http://www.seobythesea.com • https://moz.com/blog/the-month-google-shook-the-serps • http://backlinko.com/google-ranking-factors • http://www.seobook.com
  134. 134. Thank You! todd@miamifishing.com

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