Sse2012 data that matters- Axel Landschoof

1. SEO metrics and data that matter
Axel Landschoof

2. DATA THAT MATTERS
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Searchmetrics GmbH

3. Ranking Factor Study 2012

4. Meta Data
• Keywords 10.000
• Backlinks 7.948.407.598
• Facebook Shares, Likes & Comments 5.397.199.386
• Tweets 513.034.978
• +1s 230.419.354
• Pins 10.910.710
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6. CORRELATION ≠ CAUSAL EFFECT
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7. #1: Social has arrived in international markets
Social networking site activity correlates very well with good rankings, just as it has in the U.S. for the past year.
That doesn’t mean Facebook Shares, Tweets, etc. are definitively ranking factors, but it looks like, as a kind of user
feedback, they are very important and they should take part in SEO strategy.
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8. #1: Facebook
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9. #1: Google +1
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10. Links bleiben Gold.
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12. #2: Backlinks are still a key factor for SEO, but with caution
Backlinks are still very important for rankings, but must vary between keyword links, no follow links, and “organic”
links with stopwords (e.g. “as.” “the,”…) in them.
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13. #2: Backlinks are still a key factor for SEO, but with caution
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14. #4: Keywords in domains stay a factor
Although Google has often said that keyword domains today are not as important as in the past, we found many
domains in top positions that have keywords in them.
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15. #4: Keyword in domain Keyword is domain
Although Google has often said that keyword domains today are not as important as in the past, we
found many domains in top positions that have keywords in them.
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16. But see what happend in US after EMD Update:

17. #5: Long URLs don‘t seem to rank well
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18. Recommendations for SEO in 2013
• Social factors are getting more and more important:
Start measuring social media signals and motivating users to make
your company become more famous
• Backlinks are still a key factor for SEO
• Keywords in domains stay a factor, but could disappear soon
• Clean Onpage factors like short speaking URLs stay
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19. A metric that shows visibility of a domain in organic search results
SEO VISIBILITY
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Searchmetrics GmbH

20. Historical Change of SEO Visibility
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21. The SEO Visibility Formular
weight(x) = is the secret sauce giving each position a weight taking in
account, if the keyword is navigational or informational and other factors

22. Why did SEO Visibility change?
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23. Compare to Competitor
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25. What about the main market?
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26. Project SEO Visibility
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27. See the impact of the domain name change and redesign
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28. Compare Organic and Paid Visibility
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29. Analyse changes
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30. Compare the domain to the top directories of the domain
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31. MORE DATA THAT MATTERS
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Searchmetrics GmbH

33. What Google thinks about the importance
of Social signals
Product Management Director
for Google Search – Jack Menzel:
“Links are not going away, but social
is an important signal. And it will
become more and more important.”

34. Social Signals
Matt Cutts in Google Hangout
Q: Do Google +1’s affect
a website ranking?
A: “Not really a direct effect” […],
BUT there are things like,
we have an authorship proposal”

35. <Bullshitfoto> Bullsh**
10.12.20
Marcus Tober, SEO Rankingfaktoren 2013
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36. Probieren geht über studieren
Quod erat demonstrandum…
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37. #1
No impact, no article got indexed

38. #2
Immediately indexed after some +1s from real accounts
Immediately rankings for title-tag and some longtail queries

39. #2
NOT indexed after some FB shares from real accounts
Not indexed, no rankings!

40. #2
NOT indexed after some Tweets from real
accounts
Not indexed, no rankings!

41. #2
NOT indexed after some Pins from real accounts
Not indexed, no rankings!

42. #3 Added 50 more FB shares from real accounts
Article got indexed
Some rankings, similar to +1s behaviour

43. Still in progress

44. Takeaways
• Implement +1 button on your site
• Measure +1 votes
• Set up Google+ page and share your
content

45. WHAT‘S NEXT?
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46. Authorrank

47. 300k Keywords @google.nl
~ 3.000 URL with Author
Is it possible that the author of a link
will be a bigger factor than the
URL?
Ranking signal of the future?

48. Google Autorenintegration
Author Rank a signal for 2013?
Loose of relevance for 1st Position
User clicks the result he trusts
 An authors face generates trust
CTR already is relevant for rankings
• 30% increase in CTR
• Look or point to snippet
• Try different colors
“Update from a CEO” by Larry Page
http://investor.google.com/corporate/2012/ceo-letter.htmlb

49. Google Autorenintegration
Author Rank a signal for 2013?
Spending “enough” time on a site with a certain author markup
signals Google that he likes this author or article.
 Going back to the SERPs you see more articles of this
author

50. Probieren geht über studieren
Authorship is important, but
today it‘ just
Snippet Optimization

51. Searchmetrics Suite
•Over 110 countries
•Over 200 searchengine language combinations
•Local rankings
•Onpage optimization
•Web analytics integration
•100 Millionen keywords (SEO, SEM)
•150 Billion backlinks
•3,3 Billionen social links (including pinterest)