Event: SEJ Summit London Hosted by Searchmetrics The content landscape is shifting dramatically, especially with the upcoming Google update which includes mobile-friendliness as a ranking factor. Marcus shows us examples and data from a comprehensive content factor analysis that shows how important the searcher's context and intention have become.

1. © Searchmetrics. All rights reserved. Do not distribute without permission.
Marcus Tober
London
05/12/2015
The Content Evolution
Mobile/Desktop – Entities/Keywords – User-Focus & more
@marcustober

2. Sebastian Wenzel, Webanalyticsbook
Free 30-Day Trial
Instant data. Tweak
strategies. Benchmark
competitors.

3. 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

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

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. SEO VISIBILITY

12. 11
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@marcustober
SEO Visibility - ehow.com

13. 12
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@marcustober
Stock
-$2 Bn!

14. 13
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KEYWORD
2015
MachineLearning

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

16. June 2013

17. April 2014

18. March 2015

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

20. 19
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@marcustober
89%
of Domains are literally
INVISIBLE
11% of Domains
have SEO Visibility >10
DOMAIN VISIBILITY
DOMAIN VISIBILITY

22. Example
Nope

23. 22
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ehow.com/how-does_5316451_long-boil-eggs.html
SNIPPET

24. 23
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March 2015June 2013
9#
#34
1 Ranking !

25. 24
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CONTENT OPTIMIZATION
Ø Market
eHow-URL

26. 25
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CONTENT OPTIMIZATION

37. Example
Dope

38. 37
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thekitchn.com/how-to-boil-eggs-perfectly-every-time…
Keyword Density „boiled eggs“

39. 38
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@marcustober
HOLISTIC WEBSITES

40. 39
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HOLISTIC WEBSITES
464 #1

41. 40
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SEO Visibility - thekitchn.com

42. March 2015

43. Content be good!

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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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

50. 49
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KeywordinTitle(in%)
RANKING FACTORS 2015
Keyword in Title

51. 50
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RANKING FACTORS 2015
FilesizeFILESIZE

52. 51
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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

53. “#Mobilegeddon“

54. 53
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@marcustober
Share of Mobile-Friendly URLs
71%
68%
29%
32%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
After
Before
mobile-friendly
not mobile-friendly
*Basis: SERPs 1-3
Mobilegeddon,
April 21st, 2015

55. 54
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Share of not Mobile-Friendly URLs
27%
26%
36%
30%
29%
37%
0% 10% 20% 30% 40%
SERP 3
SERP 2
SERP 1
Before
After

56. 55
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Average Position Change of URLs
-0,21
+0,20
not mobile-friendly mobile-friendly

57. 56
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Mobilegeddon Loser UK
Desktop SEO Visibility Mobile SEO Visibility Mobile/Desktop Ratio
reddit.com 282584 163055 - 42%
ft.com 258356 151798 - 41%
thisismoney.co.uk 212420 142572 - 33%
collinsdictionary.com 130249 74673 - 43%
autoexpress.co.uk 121878 91935 - 25%

58. 58
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Loser of the Google Mobile Update
-43%

59. 59
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Loser of the Google Mobile Update
?

60. 60
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DATA-DRIVEN APPROACH
SEO Today
Content Aspects:
• Content Strategy
• Content Optimization
• Content Success Measurement

61. 61
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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

62. 62
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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

63. 63
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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

64. Search Results are Different
Depending on Context

65. MOBILE SEO VISIBILITY

66. 66
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Mobile SEO Visibility
My Project
Deep Insights for
Devices Mobile

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

68. 68
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EXAMPLE: SEO - BUT NO RELEVANT CONTENT

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EXAMPLE: SEO - BUT NO RELEVANT CONTENT

70. 70
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EXAMPLE: SEO - BUT NO RELEVANT CONTENT

71. 71
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EXAMPLE: SEO - BUT NO RELEVANT CONTENT
#1 No Rankings

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

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

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

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

77. 77
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HOLISTIC and RELEVANT WEBSITES

78. SEO Today
* Search
EXPERIENCE
Optimization

81. Thank you
@marcustober