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The Search (R)Evolution
Ranking Factors after Hummingbird, the
Panda Update and the Future of Search
2014
MARCUS TOBER
06/...
Marcus Tober
2014 Edition
IRON
MAN
RANKING
Technics Content
Click to edit Master title styleRanking Factors 2014
7 www.searchmetrics.com 6/15/2014
RANKING FACTORS 2014
Click to edit Master title styleRanking Factors 2014
8 www.searchmetrics.com 6/15/2014
RANKING FACTORS 2014Content/
Techni...
OnPage Techniques
Click to edit Master title styleRanking Factors 2014 – Onpage Techniques
10 www.searchmetrics.com 6/15/2014
Click to edit Master title styleRanking Factors 2014 – Onpage Techniques vs 2013
11 www.searchmetrics.com 6/15/2014
Click to edit Master title styleRanking Factors 2014 – Onpage Techniques
12 www.searchmetrics.com 6/15/2014
~98%
Descripti...
Click to edit Master title styleRanking Factors 2014 – Onpage Techniques
13 www.searchmetrics.com 6/15/2014
Description ex...
Click to edit Master title styleRanking Factors 2014 – Onpage Techniques
14 www.searchmetrics.com 6/15/2014
𝜌2014 = 0.14𝜌2...
Click to edit Master title styleRanking Factors 2014 – Onpage Techniques
15 www.searchmetrics.com 6/15/2014
𝜌2014 = 0.14
S...
Click to edit Master title styleRanking Factors 2014 – Onpage Techniques
17 www.searchmetrics.com 6/15/2014
Number of inte...
Click to edit Master title styleInternal Link Structure – Site Architecture
18 www.searchmetrics.com 6/15/2014
Less is More!
What‘s even more
important?
What‘s inside!
CONTENT
Click to edit Master title styleRanking Factors 2014 – Onpage Content
25 www.searchmetrics.com 6/15/2014
Click to edit Master title styleRanking Factors 2014 – Onpage Content
26 www.searchmetrics.com 6/15/2014
Click to edit Master title styleRanking Factors 2014 – Onpage Content
27 www.searchmetrics.com 6/15/2014
Keyword in Descri...
Click to edit Master title styleRanking Factors 2014 – Onpage Content
28 www.searchmetrics.com 6/15/2014
Keyword in Descri...
Click to edit Master title styleRanking Factors 2014 – Onpage Content
29 www.searchmetrics.com 6/15/2014
Text Length (Char...
Click to edit Master title styleRanking Factors 2014 – Onpage Content
30 www.searchmetrics.com 6/15/2014
Text Length (Char...
Click to edit Master title styleRanking Factors 2014 – Onpage Content
32 www.searchmetrics.com 6/15/2014
Word Count
Brand ...
Click to edit Master title styleRanking Factors 2014 – Onpage Content
33 www.searchmetrics.com 6/15/2014
Word Count – vs 2...
„precise and fast“
Google Hummingbird Update
What‘s behind?
Contextual
Search
Conversational
Search
Semantic
Search
6/15/201436 www.searchmet...
Contextual
Search1.
Hummingbird – Contextual Search
Hummingbird – Contextual Search
Hummingbird – Contextual Search
Hummingbird – Contextual Search
Click to edit Master title styleRanking Factors 2014 – Onpage Content
42 www.searchmetrics.com 6/15/2014
Content Complexit...
Click to edit Master title styleRanking Factors 2014 – Onpage Content
43 www.searchmetrics.com 6/15/2014
Content Complexit...
Click to edit Master title styleRanking Factors 2014 – Onpage Content
44 www.searchmetrics.com 6/15/2014
Relevant Keywords...
Click to edit Master title style
𝜌2014 = 0.20
Ranking Factors 2014 – Onpage Content
45 www.searchmetrics.com 6/15/2014
Pro...
Click to edit Master title styleRanking Factors 2014 – Onpage Content
46 www.searchmetrics.com 6/15/2014
„You shall know a...
Click to edit Master title style
Source: Google
Ranking Factors 2014 – Onpage Content
47 www.searchmetrics.com 6/15/2014
W...
Content Optimization
48 www.searchmetrics.com 6/15/2014
Content Optimization
49 www.searchmetrics.com 6/15/2014
6/15/201451 www.searchmetrics.com
Google Panda Update 4.0
Aggregators
(few/ no own Content)
• Couponing
• Press Portals
• ...
There are no tips and nothing the user
expected on the page. Why should it rank?
Conversational
Search2.
Page
57
Hummingbird – Conversational Search
6/15/2014 ®
Searchmetrics Inc.
2014 │
Android Chrome Glass
M O B I L E
MOBILE
vs
DESKTOP
Click to edit Master title styleRanking Factors Mobile – OnPage Technics
59 www.searchmetrics.com 6/15/2014
MOBILE
vs
DESK...
Click to edit Master title styleRanking Factors Mobile – OnPage Content
60 www.searchmetrics.com 6/15/2014
MOBILE
vs
DESKT...
Click to edit Master title styleRanking Factors Mobile – OnPage Content
61 www.searchmetrics.com 6/15/2014
MOBILE
vs
DESKT...
Click to edit Master title styleRanking Factors Mobile – Backlinks
62 www.searchmetrics.com 6/15/2014
MOBILE
vs
DESKTOP
Nu...
Click to edit Master title styleRanking-Factors Mobile – Social
63 www.searchmetrics.com 6/15/2014
MOBILE
vs
DESKTOP
Faceb...
Click to edit Master title styleRanking Factors 2014: Desktop vs Mobile
64 www.searchmetrics.com 6/15/2014
What‘s the diff...
Semantic
Search3.
Topic
(Complex Entity)
Who is the richest person in the world?
?
Verb
Entitity 1
Entity 2
Complex Entitity (1+2)
Single Ke...
Google “understands“
the question
“Answer“
above organic results
?
Source?
User
(Query)
SERP
(Knowledge Graph)
Hummingbird
Query
A1
Similar (or even synonymous) Keyword Queries
SERP A1
Query
A2
SERP A2
Query
A3 SERP A3
Query
A4
SERP ...
Query
A1
Hummingbird
Query
A6
Query
A5
Similar (or even synonymous) Keyword Queries
Query
A2
Query
A4
Query
A3
SERP A
Post...
Analysis 1:
SERP Diversity
Diversity of SERPs
All Keywords
74 www.searchmetrics.com 6/15/2014
~6.5%
Diversity of SERPs
All Keywords
75 www.searchmetrics.com 6/15/2014
34
~6%
~2.5%
1
2
3
What happened?
Week 33
2013
1
Week 45
2013
2
Week 03
2014
3
9 94
Ooops!
Week 33
2013
1
Week 45
2013
2
Week 03
2014
3
10 104
Diversity of SERPs
Keywords with Question Words What, Where, Who, How, Why …
79 www.searchmetrics.com 6/15/2014
34
~6%
~10%
Query
SERP
C
SERP
A
SERP
B
Pre-
Hummingbird SERP
Y
SERP
J
SERP I
SERP
H
SERP
G
SERP
F
SERP
L
SERP
K
SERP
M
SERP
N
SERP
O
S...
SERP
H
SERP
M
SERP
J
SERP
R
SERP
F
Query
SERP
C
SERP
A
SERP
B
Post-
Hummingbird
SERP
Y
SERP I
SERP
G
SERP
L
SERP
K
SERP
N
...
Analysis 2:
Keyword Pairs
4/10
July 2013
9/10
March 2014
2/10
July 2013
7/10
March 2014
HOLISTIC
BE
LINK PROFILE
Ranking Factors 2014 – Backlinks
90 www.searchmetrics.com 6/15/2014
Ranking Factors 2014 – Backlinks vs 2013
91 www.searchmetrics.com 6/15/2014
Ranking Factors 2014 – Backlinks
92 www.searchmetrics.com 6/15/2014
Number of Backlinks
More Backlinks!
𝜌2014 = 0.31
Ranking Factors 2014 – Backlinks
93 www.searchmetrics.com 6/15/2014
Average SEO Visibility of linking URL
Better Links!
𝜌2...
Ranking Factors 2014 – Backlinks
94 www.searchmetrics.com 6/15/2014
NEW Features
Ranking Factors 2014 – Backlinks
95 www.searchmetrics.com 6/15/2014
Number of new Backlinks to Homepage of URL
Fewer fresh...
Ranking Factors 2014 – Backlinks
96 www.searchmetrics.com 6/15/2014
𝜌2014 = 0.16
Share of Backlinks with Anchor Text =
Dom...
Ranking Factors 2014 – Backlinks
97 www.searchmetrics.com 6/15/2014
Share of Backlinks with Anchor Text =
Domain-Brandname...
Evolution of
SEO
USER
SIGNALS
Analysis 3:
User Traffic
Click to edit Master title styleRanking Factors – User Traffic Signals
106 www.searchmetrics.com 6/15/2014
User Traffic Fa...
Click to edit Master title styleRanking Factors – User Traffic Signals
107 www.searchmetrics.com 6/15/2014
Time on Site
𝜌2...
Click to edit Master title styleRanking Factors – User Traffic Signals
108 www.searchmetrics.com 6/15/2014
Bounce Rate
Ø
𝜌...
Click to edit Master title styleRanking Factors – User Traffic Signals
109 www.searchmetrics.com 6/15/2014
Click-Through R...
?
SEO
What‘s the goal of SEO for Content?
Content → Ranking → Traffic
6/15/2014111 www.searchmetrics.com
What‘s the goal of SEO for Content?
Content → Ranking → Traffic
6/15/2014112 www.searchmetrics.com
1. Conserve Traffic – conventional SEO-Methods
2. New Traff...
S
E
O
Search
Engine
Optimization
Search
Experience
Optimization
Techniques
Content
twitter.com/searchmetrics
facebook.com/searchmetrics
THANK YOU
FOR YOUR TIME
Marcus Tober: The Search [R]Evolution #SEJSF
Marcus Tober: The Search [R]Evolution #SEJSF
Marcus Tober: The Search [R]Evolution #SEJSF
Marcus Tober: The Search [R]Evolution #SEJSF
Marcus Tober: The Search [R]Evolution #SEJSF
Marcus Tober: The Search [R]Evolution #SEJSF
Marcus Tober: The Search [R]Evolution #SEJSF
Marcus Tober: The Search [R]Evolution #SEJSF
Marcus Tober: The Search [R]Evolution #SEJSF
Marcus Tober: The Search [R]Evolution #SEJSF
Marcus Tober: The Search [R]Evolution #SEJSF
Marcus Tober: The Search [R]Evolution #SEJSF
Marcus Tober: The Search [R]Evolution #SEJSF
Marcus Tober: The Search [R]Evolution #SEJSF
Marcus Tober: The Search [R]Evolution #SEJSF
Marcus Tober: The Search [R]Evolution #SEJSF
Marcus Tober: The Search [R]Evolution #SEJSF
Marcus Tober: The Search [R]Evolution #SEJSF
Marcus Tober: The Search [R]Evolution #SEJSF
Marcus Tober: The Search [R]Evolution #SEJSF
Marcus Tober: The Search [R]Evolution #SEJSF
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Marcus Tober: The Search [R]Evolution #SEJSF

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Marcus Tober of Searchmetrics: The Search (R)evolution & Why Hummingbird is the Most Important Change to Search, and What Panda 4.0 Means to You
Recently Google retooled its search engine, introducing a new system called "Hummingbird" that moves us beyond keyword search into Search 3.0. Hummingbird is about conversational, contextual and semantic search. Find out what are Hummingbird's dominating ranking factors, and how will they evolve in the future. Marcus will also cover what you need to know about Panda 4.0, the first major Panda update in over a year.

From the Searchmetrics June 13 conference at the Hotel Vitale: SEO, Content Marketing & Analytics: Three Pillars of Online Marketing Success in 2014.

Veröffentlicht in: Marketing, Technologie, Business
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Marcus Tober: The Search [R]Evolution #SEJSF

  1. 1. The Search (R)Evolution Ranking Factors after Hummingbird, the Panda Update and the Future of Search 2014 MARCUS TOBER 06/13/2014 San Francisco, CA
  2. 2. Marcus Tober
  3. 3. 2014 Edition
  4. 4. IRON MAN RANKING
  5. 5. Technics Content
  6. 6. Click to edit Master title styleRanking Factors 2014 7 www.searchmetrics.com 6/15/2014 RANKING FACTORS 2014
  7. 7. Click to edit Master title styleRanking Factors 2014 8 www.searchmetrics.com 6/15/2014 RANKING FACTORS 2014Content/ Techniques Social
  8. 8. OnPage Techniques
  9. 9. Click to edit Master title styleRanking Factors 2014 – Onpage Techniques 10 www.searchmetrics.com 6/15/2014
  10. 10. Click to edit Master title styleRanking Factors 2014 – Onpage Techniques vs 2013 11 www.searchmetrics.com 6/15/2014
  11. 11. Click to edit Master title styleRanking Factors 2014 – Onpage Techniques 12 www.searchmetrics.com 6/15/2014 ~98% Description existing 𝜌2014 = 0.05
  12. 12. Click to edit Master title styleRanking Factors 2014 – Onpage Techniques 13 www.searchmetrics.com 6/15/2014 Description existing – vs. 2013 ~98% ~95% 𝜌2013 = 0.06 𝜌2014 = 0.05
  13. 13. Click to edit Master title styleRanking Factors 2014 – Onpage Techniques 14 www.searchmetrics.com 6/15/2014 𝜌2014 = 0.14𝜌2014 = 0.14 Sitespeed
  14. 14. Click to edit Master title styleRanking Factors 2014 – Onpage Techniques 15 www.searchmetrics.com 6/15/2014 𝜌2014 = 0.14 Sitespeed - vs. 2013
  15. 15. Click to edit Master title styleRanking Factors 2014 – Onpage Techniques 17 www.searchmetrics.com 6/15/2014 Number of internal Links Brand Factor 𝜌2014 = 0.16
  16. 16. Click to edit Master title styleInternal Link Structure – Site Architecture 18 www.searchmetrics.com 6/15/2014
  17. 17. Less is More!
  18. 18. What‘s even more important?
  19. 19. What‘s inside! CONTENT
  20. 20. Click to edit Master title styleRanking Factors 2014 – Onpage Content 25 www.searchmetrics.com 6/15/2014
  21. 21. Click to edit Master title styleRanking Factors 2014 – Onpage Content 26 www.searchmetrics.com 6/15/2014
  22. 22. Click to edit Master title styleRanking Factors 2014 – Onpage Content 27 www.searchmetrics.com 6/15/2014 Keyword in Description Brand Factor ~55% 𝜌2014 = 0.01
  23. 23. Click to edit Master title styleRanking Factors 2014 – Onpage Content 28 www.searchmetrics.com 6/15/2014 Keyword in Description vs 2013 ~55% ~62% 𝜌2014 = 0.01
  24. 24. Click to edit Master title styleRanking Factors 2014 – Onpage Content 29 www.searchmetrics.com 6/15/2014 Text Length (Characters) Brand Factor ~7.500 𝜌2014 = 0.13
  25. 25. Click to edit Master title styleRanking Factors 2014 – Onpage Content 30 www.searchmetrics.com 6/15/2014 Text Length (Characters) – vs 2013 ~7.500 ~6.700 𝜌2014 = 0.13 𝜌2013 = 0.11
  26. 26. Click to edit Master title styleRanking Factors 2014 – Onpage Content 32 www.searchmetrics.com 6/15/2014 Word Count Brand Factor ~650𝜌2014 = 0.13
  27. 27. Click to edit Master title styleRanking Factors 2014 – Onpage Content 33 www.searchmetrics.com 6/15/2014 Word Count – vs 2013 ~650 ~540 𝜌2014 = 0.13 𝜌2013 = 0.11
  28. 28. „precise and fast“
  29. 29. Google Hummingbird Update What‘s behind? Contextual Search Conversational Search Semantic Search 6/15/201436 www.searchmetrics.com
  30. 30. Contextual Search1.
  31. 31. Hummingbird – Contextual Search
  32. 32. Hummingbird – Contextual Search
  33. 33. Hummingbird – Contextual Search
  34. 34. Hummingbird – Contextual Search
  35. 35. Click to edit Master title styleRanking Factors 2014 – Onpage Content 42 www.searchmetrics.com 6/15/2014 Content Complexity: Proof/ Relevant Keywords – NEW Quality: length, readability etc. Pretty high correlations!
  36. 36. Click to edit Master title styleRanking Factors 2014 – Onpage Content 43 www.searchmetrics.com 6/15/2014 Content Complexity: Proof/ Relevant Keywords – NEW Quality: length, readability etc. Increasing
  37. 37. Click to edit Master title styleRanking Factors 2014 – Onpage Content 44 www.searchmetrics.com 6/15/2014 Relevant Keywords 𝜌2014 = 0.34
  38. 38. Click to edit Master title style 𝜌2014 = 0.20 Ranking Factors 2014 – Onpage Content 45 www.searchmetrics.com 6/15/2014 Proof Keywords
  39. 39. Click to edit Master title styleRanking Factors 2014 – Onpage Content 46 www.searchmetrics.com 6/15/2014 „You shall know a keyword by the company it keeps” (Firth, 1957)
  40. 40. Click to edit Master title style Source: Google Ranking Factors 2014 – Onpage Content 47 www.searchmetrics.com 6/15/2014 What‘s behind?
  41. 41. Content Optimization 48 www.searchmetrics.com 6/15/2014
  42. 42. Content Optimization 49 www.searchmetrics.com 6/15/2014
  43. 43. 6/15/201451 www.searchmetrics.com Google Panda Update 4.0 Aggregators (few/ no own Content) • Couponing • Press Portals • Celebrity News Pages • Software Portals • Forums • Etc…
  44. 44. There are no tips and nothing the user expected on the page. Why should it rank?
  45. 45. Conversational Search2.
  46. 46. Page 57 Hummingbird – Conversational Search 6/15/2014 ® Searchmetrics Inc. 2014 │ Android Chrome Glass
  47. 47. M O B I L E MOBILE vs DESKTOP
  48. 48. Click to edit Master title styleRanking Factors Mobile – OnPage Technics 59 www.searchmetrics.com 6/15/2014 MOBILE vs DESKTOP Sitespeed
  49. 49. Click to edit Master title styleRanking Factors Mobile – OnPage Content 60 www.searchmetrics.com 6/15/2014 MOBILE vs DESKTOP Filesize
  50. 50. Click to edit Master title styleRanking Factors Mobile – OnPage Content 61 www.searchmetrics.com 6/15/2014 MOBILE vs DESKTOP Text Length (Characters) ~7.500 ~6.000
  51. 51. Click to edit Master title styleRanking Factors Mobile – Backlinks 62 www.searchmetrics.com 6/15/2014 MOBILE vs DESKTOP Number of Backlinks
  52. 52. Click to edit Master title styleRanking-Factors Mobile – Social 63 www.searchmetrics.com 6/15/2014 MOBILE vs DESKTOP Facebook Likes
  53. 53. Click to edit Master title styleRanking Factors 2014: Desktop vs Mobile 64 www.searchmetrics.com 6/15/2014 What‘s the difference?
  54. 54. Semantic Search3.
  55. 55. Topic (Complex Entity) Who is the richest person in the world? ? Verb Entitity 1 Entity 2 Complex Entitity (1+2) Single Keyword Complex Query with several Entities
  56. 56. Google “understands“ the question “Answer“ above organic results ? Source?
  57. 57. User (Query) SERP (Knowledge Graph)
  58. 58. Hummingbird Query A1 Similar (or even synonymous) Keyword Queries SERP A1 Query A2 SERP A2 Query A3 SERP A3 Query A4 SERP A4 Query A5 SERP A5 Query A6 SERP A6 Pre- 71 www.searchmetrics.com 6/15/2014
  59. 59. Query A1 Hummingbird Query A6 Query A5 Similar (or even synonymous) Keyword Queries Query A2 Query A4 Query A3 SERP A Post- 72 www.searchmetrics.com 6/15/2014
  60. 60. Analysis 1: SERP Diversity
  61. 61. Diversity of SERPs All Keywords 74 www.searchmetrics.com 6/15/2014 ~6.5%
  62. 62. Diversity of SERPs All Keywords 75 www.searchmetrics.com 6/15/2014 34 ~6% ~2.5% 1 2 3 What happened?
  63. 63. Week 33 2013 1 Week 45 2013 2 Week 03 2014 3 9 94
  64. 64. Ooops!
  65. 65. Week 33 2013 1 Week 45 2013 2 Week 03 2014 3 10 104
  66. 66. Diversity of SERPs Keywords with Question Words What, Where, Who, How, Why … 79 www.searchmetrics.com 6/15/2014 34 ~6% ~10%
  67. 67. Query SERP C SERP A SERP B Pre- Hummingbird SERP Y SERP J SERP I SERP H SERP G SERP F SERP L SERP K SERP M SERP N SERP O SERP P SERP Q SERP R SERP S SERP T SERP U SERP V SERP Z SERP X 81 www.searchmetrics.com 6/15/2014
  68. 68. SERP H SERP M SERP J SERP R SERP F Query SERP C SERP A SERP B Post- Hummingbird SERP Y SERP I SERP G SERP L SERP K SERP N SERP O SERP P SERP Q SERP S SERP T SERP U SERP V SERP Z SERP X 82 www.searchmetrics.com 6/15/2014
  69. 69. Analysis 2: Keyword Pairs
  70. 70. 4/10 July 2013
  71. 71. 9/10 March 2014
  72. 72. 2/10 July 2013
  73. 73. 7/10 March 2014
  74. 74. HOLISTIC BE
  75. 75. LINK PROFILE
  76. 76. Ranking Factors 2014 – Backlinks 90 www.searchmetrics.com 6/15/2014
  77. 77. Ranking Factors 2014 – Backlinks vs 2013 91 www.searchmetrics.com 6/15/2014
  78. 78. Ranking Factors 2014 – Backlinks 92 www.searchmetrics.com 6/15/2014 Number of Backlinks More Backlinks! 𝜌2014 = 0.31
  79. 79. Ranking Factors 2014 – Backlinks 93 www.searchmetrics.com 6/15/2014 Average SEO Visibility of linking URL Better Links! 𝜌2014 = 0.26
  80. 80. Ranking Factors 2014 – Backlinks 94 www.searchmetrics.com 6/15/2014 NEW Features
  81. 81. Ranking Factors 2014 – Backlinks 95 www.searchmetrics.com 6/15/2014 Number of new Backlinks to Homepage of URL Fewer fresh Backlinks! more 𝜌2014 = 0.20
  82. 82. Ranking Factors 2014 – Backlinks 96 www.searchmetrics.com 6/15/2014 𝜌2014 = 0.16 Share of Backlinks with Anchor Text = Domain-Name
  83. 83. Ranking Factors 2014 – Backlinks 97 www.searchmetrics.com 6/15/2014 Share of Backlinks with Anchor Text = Domain-Brandname / URL 𝜌2014 = 0.15
  84. 84. Evolution of SEO
  85. 85. USER SIGNALS Analysis 3: User Traffic
  86. 86. Click to edit Master title styleRanking Factors – User Traffic Signals 106 www.searchmetrics.com 6/15/2014 User Traffic Factors
  87. 87. Click to edit Master title styleRanking Factors – User Traffic Signals 107 www.searchmetrics.com 6/15/2014 Time on Site 𝜌2014 = 0.06
  88. 88. Click to edit Master title styleRanking Factors – User Traffic Signals 108 www.searchmetrics.com 6/15/2014 Bounce Rate Ø 𝜌2014 = 0.01
  89. 89. Click to edit Master title styleRanking Factors – User Traffic Signals 109 www.searchmetrics.com 6/15/2014 Click-Through Rate 𝜌2014 = 0.58
  90. 90. ? SEO What‘s the goal of SEO for Content?
  91. 91. Content → Ranking → Traffic 6/15/2014111 www.searchmetrics.com What‘s the goal of SEO for Content?
  92. 92. Content → Ranking → Traffic 6/15/2014112 www.searchmetrics.com 1. Conserve Traffic – conventional SEO-Methods 2. New Traffic through fresh Content What‘s the best optimized website in the world?
  93. 93. S E O
  94. 94. Search Engine Optimization
  95. 95. Search Experience Optimization
  96. 96. Techniques Content
  97. 97. twitter.com/searchmetrics facebook.com/searchmetrics THANK YOU FOR YOUR TIME

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