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SEMrush Ranking Factors 2.0: SEMrush 2017 Study With Unreleased Updates By Olga Andrienko

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From the SMX East Conference in New York City,Oct 24-26, 2017. SESSION: SEO Ranking Factors In 2017: What's Important, What's Not. PRESENTATION: SEMrush Ranking Factors 2.0: SEMrush 2017 Study With Unreleased Updates - Given by Olga Andrienko, @olgandrienko - SEM Rush, Head of Global Marketing. #SMX #11A

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SEMrush Ranking Factors 2.0: SEMrush 2017 Study With Unreleased Updates By Olga Andrienko

  1. 1. #SMX #11A @semrush SEMrush 2017 study with unreleased updates SEMrush Ranking Factors 2.0
  2. 2. #SMX #11A @semrush June 2017
  3. 3. #SMX #11A @semrush Biggest scope of data EVER taken for such study On-page factors Traffic data Referring domains Top 100 positions for 600,000 keywords (200,000 from Google US)
  4. 4. #SMX #11A @semrush10 Keywords are grouped by search volume as the competition level per group is different. Keyword grouping
  5. 5. #SMX #11A @semrush Search Volume Groups VERY HIGH HIGH MEDIUM LOW 10,001 and up 1,001 – 10,000 101 – 1,000 1 - 100
  6. 6. #SMX #11A @semrush KEY TAKEAWAYS RANKING FACTORSTHAT MATTER ANDTHE ONESTHAT DON’T
  7. 7. #SMX #11A @semrush Website Security (HTTPS)
  8. 8. #SMX #11A @semrush Website security (HTTPS) 65% of domains inTOP-3 for high volume keywords are already secure
  9. 9. #SMX #11A @semrush MOVE TO HTTPS. EVEN IF IT’S NOT A MASSIVE FACTOR, IT WILL HELP WITH CONVERSIONS & BUILD TRUST.
  10. 10. #SMX #11A @semrush Content Length
  11. 11. #SMX #11A @semrush Content length Content length withinTOP-3 is 45% longer than content length for 20th position in ALL search volume groups
  12. 12. #SMX #11A @semrush Content for long-tail keywords is 20% longer than for short-head Pages ranking for short head and long tail keywords are NOT the same ones.
  13. 13. #SMX #11A @semrush MAKE SURE YOUR CONTENT LENGTH IS SUFFICIENT. MAKE SURE IT’S RELEVANT AND MATCHES USER INTENT.
  14. 14. #SMX #11A @semrush CHECK YOUR COMPETITION AND MAKE SURE THEY DON’T OUTPERFORM IN TERMS OF LENGTH / AMOUNT OF WORDS – BUT KEEP IT RELEVANT.
  15. 15. #SMX #11A @semrush Keywords
  16. 16. #SMX #11A @semrush Keyword in title 35% of domains ranking for high volume keywords don’t have the keyword in title
  17. 17. #SMX #11A @semrush Keyword in anchor Keyword existence in the anchor doesn’t have any significant importance for rankings. Even for high volume group only 8% of link anchors include the keyword.
  18. 18. #SMX #11A @semrush Website traffic
  19. 19. #SMX #11A @semrush Total website visits Number of visits matters for high volume keywords. For lower volume keyword the impact is insignificant.
  20. 20. #SMX #11A @semrush Graph changes only when we excluded direct traffic Search traffic has no significant impact on rankings.
  21. 21. #SMX #11A @semrush User signals
  22. 22. #SMX #11A @semrush Bounce rate increases after TOP-3 Possible reasons: content is less relevant, site loads slower, there is more trust towards the domains on first positions
  23. 23. #SMX #11A @semrush CHECK PAGES WITH HIGHER BOUNCE RATE AND KEYWORDS THESE PAGES RANK FOR. MAKE THE CONTENT MORE RELEVANT TO REDUCE THE BOUNCE RATE.
  24. 24. #SMX #11A @semrush Pages per session Visitors coming to the website from search visit 3 – 3.5 pages per one session.
  25. 25. #SMX #11A @semrush USER SIGNALS MIGHT BE TOO NOISY FOR GOOGLE, BUT THEY INDICATE THAT USERS ARE NOT ENGAGING WITH YOUR SITE AS THEY SHOULD BE!
  26. 26. #SMX #11A @semrush Referring domains
  27. 27. #SMX #11A @semrush Number of referring domains The 1st position has almost twice as much referring domains as pages on 10th position (~10K difference)
  28. 28. #SMX #11A @semrush BACKLINKS STILL MATTER FOR SEO. PROPER HIGH QUALITY LINK BUILDING WILL HELP YOU RANK HIGHER FOR KEYWORDS WITH VOLUME OF LESS THAN 10,000 QUERIES
  29. 29. #SMX #11A @semrush Follow backlinks Graphs for the number of follow- backlinks, the total number of backlinks and referring domains have identical patterns.
  30. 30. #SMX #11A @semrush Research at a glance Backlinks still matter for SEO, especially for keywords with <10K volume User behavior signals impact your rankings Keywords in tags have become less significant
  31. 31. #SMX #11A @semrush WHAT FACTOR IS MOST IMPORTANT? New approach
  32. 32. #SMX #11A @semrush Forget about correlation! CORRELATION VS. IMPORTANCE
  33. 33. #SMX #11A @semrush Let’s get nerdy: A little bit about Random Forest The Pairwise Approach: Compared factors for each two URLs Random Forest: 2/3 of data is randomly distributed to grow millions of decision trees Random Forest: 1/3 of data is used for voting and estimating attribute (factors) importance All factors are analyzed at the same time!
  34. 34. #SMX #11A @semrush Importance of 17 factors How Google differentiates who to rank among websites that did on-page SEO right
  35. 35. #SMX #11A @semrush THANK YOU & SEE YOU AT THE NEXT #SMX Stay tuned for the updates! -> semrush.com/ranking-factors OLGA ANDRIENKO HEAD OF GLOBAL MARKETING @OLGANDRIENKO O.ANDRIENKO@SEMRUSH.COM

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