The Two Tiered SERP - Tom Capper SearchLove London 2018
•
2 gefällt mir•25,890 views
A look at the new game for head terms - how Google is using data from their own SERPs to pick the ultimate winners.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ähnlich wie The Two Tiered SERP - Tom Capper SearchLove London 2018
Ähnlich wie The Two Tiered SERP - Tom Capper SearchLove London 2018 (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
The Two Tiered SERP - Tom Capper SearchLove London 2018
- 1. The Two-Tiered SERP SearchLove London 2018 Ranking for the Most Competitive Terms
- 3. What are your views on Brexit? Douvres, Brexit, par Banksy (2017) by Paul Bissegger is licensed under CC BY-SA 4.0
- 4. Why aren’t we first for {head term} ?! - your boss, every week
- 7. @THCapper I was missing something @THCapper
- 10. @THCapper I had part of the answer @THCapper
- 11. At the competitive, data-rich top end, links mean increasingly little Me, February 2017
- 12. @THCapper@THCapper Strength of correlation: Domain Authority & Rankings February 2017 October 2018 0.07 0.02
- 13. SEO in 2018 is winning at user testing, brand awareness, and perception Me, February 2017
- 14. @THCapper I was still wrong @THCapper
- 15. @THCapper What if: Head terms are no longer about ranking factors ? @THCapper
- 18. Back to basics: Why might a site rank well?
- 19. @THCapper Google is changing (it’s a cliché) @THCapper
- 20. Google in 2017: 31,584 experiments 2,453 search changes https://www.cnbc.com/2018/09/17/google-tests-changes-to-its-search-algorithm-how-search-works.html
- 22. @THCapper Why is that site outranking me? Basic technical
- 23. @THCapper ● Is it Flash? ● Is there duplicate content? ● Is it noindex? @THCapper
- 24. @THCapper Why is that site outranking me? Basic technical Targeting
- 25. @THCapper ● Is the keyword in the title? ● Is the H1 relevant? ● Is there some copy? @THCapper
- 26. @THCapper Why is that site outranking me? Basic technical Links Targeting
- 27. @THCapper ● Is it linked to internally? ● Is this domain comparable to competitors? ● Is this spammy? @THCapper
- 28. @THCapper Why is that site outranking me? Basic technical Links Targeting Hygiene factors
- 29. @THCapper ● Is it mobile friendly? ● Is it fast? ● Is it keyword-stuffed? @THCapper
- 30. @THCapper 2004 Reasonable surfer 2011 Panda 2012 Penguin 2014 Pigeon 2015 Mobilegeddon @THCapper
- 31. @THCapper Building on the old model @THCapper
- 37. I’m a frog & Google is a saucepan
- 38. @THCapper We are asking the wrong questions Basic technical Links Targeting Hygiene factors
- 39. Evidence
- 42. @THCapper Strength of correlation: Domain Authority & Rankings May 2015 (Moz) February 2017 (Me) 0.07 0.26
- 43. @THCapper Moz Study My Study 17,600 queries from KWP 4,900 queries from STAT
- 44. @THCapper Moz Study My Study 17,600 queries from KWP 4,900 queries from STAT Top 50 results Top 10 results
- 45. @THCapper Moz Study My Study 17,600 queries from KWP 4,900 queries from STAT Top 50 results Top 10 results Desktop only (?) Desktop & Smartphone
- 46. @THCapper Moz Study My Study 17,600 queries from KWP 4,900 queries from STAT Top 50 results Top 10 results Desktop only (?) Desktop & Smartphone May 2015 Feb 2017, Oct 2018
- 47. @THCapper Moz Study My Study 17,600 queries from KWP 4,900 queries from STAT Top 50 results Top 10 results Desktop only (?) Desktop & Smartphone May 2015 Feb 2017, Oct 2018 Mean Spearman correlations Mean Spearman correlations
- 48. @THCapper Moz Study My Study 17,600 queries from KWP 4,900 queries from STAT Top 50 results Top 10 results Desktop only (?) Desktop & Smartphone May 2015 Feb 2017, Oct 2018 Mean Spearman correlations Mean Spearman correlations
- 49. @THCapper Links are less important in the top 10? @THCapper
- 50. @THCapper I need a fairer comparison @THCapper
- 51. @THCapper Hypothesis: The higher you rank, the less “ranking factors” matter @THCapper
- 52. @THCapper Prediction: We’ll see a weaker DA & ranking correlation in positions 1-5 @THCapper
- 53. @THCapper@THCapper Strength of correlation: Domain Authority & Rankings May 2015 (Moz) February 2017 (Me) 0.070 0.260 0.023 October 2018 (Me)
- 56. @THCapper Hypothesis: The higher you rank, the less “ranking factors” matter @THCapper
- 57. @THCapper Hypothesis: The higher you rank, the less “ranking factors” matter @THCapper
- 58. @THCapper Caveat: We only looked at one factor @THCapper
- 59. @THCapper@THCapper Caveat: We lack a control
- 61. @THCapper Theory: Head terms are no longer about ranking factors @THCapper
- 62. @THCapper@THCapper Evidence: 1. Links less relevant in the top 5
- 64. @THCapper Site DA 1 Interflora 53 2 Flying Flowers 46 3 M&S 82 4 Serenata 56 5 NextFlowers 40 6 eFlorist 44 7 & 8 WaitroseFlorist 42 9 Appleyard 44 Rankings 2 weeks before Mother’s Day
- 65. @THCapper Site DA BSV 1 Interflora 53 212,000 2 Flying Flowers 46 24,000 3 M&S 82 3,060,000 4 Serenata 56 5,000 5 NextFlowers 40 4,850,000 6 eFlorist 44 16,000 7 & 8 WaitroseFlorist 42 924,000 9 Appleyard 44 1,700 Rankings 2 weeks before Mother’s Day
- 66. @THCapper Site DA BSV Specialist? 1 Interflora 53 212,000 Yes 2 Flying Flowers 46 24,000 Yes 3 M&S 82 3,060,000 No 4 Serenata 56 5,000 Yes 5 NextFlowers 40 4,850,000 Ish 6 eFlorist 44 16,000 Yes 7 & 8 WaitroseFlorist 42 924,000 Ish 9 Appleyard 44 1,700 Yes Rankings 2 weeks before Mother’s Day
- 67. @THCapper Nice rankings... shame if something happened to them. @THCapper
- 68. @THCapper Keyword: Mother’s day flowers
- 69. @THCapper Keyword: Mother’s day flowers
- 70. @THCapper Keyword: Mother’s day flowers
- 71. @THCapper Keyword: Mother’s day flowers
- 72. @THCapper Keyword: Mother’s day flowers
- 73. @THCapper Keyword: Mother’s day flowers
- 74. @THCapper Keyword: Mother’s day flowers
- 75. @THCapper Keyword: Mother’s day flowers
- 76. @THCapper Keyword: Mother’s day flowers
- 77. @THCapper Keyword: Mother’s day flowers
- 78. @THCapper Keyword: Mother’s day flowers
- 79. @THCapper Keyword: Mother’s day flowers
- 80. @THCapper Keyword: Mother’s day flowers
- 81. @THCapper Keyword: Mother’s day flowers
- 82. @THCapper Keyword: Mother’s day flowers
- 83. @THCapper Keyword: Mother’s day flowers
- 84. @THCapper Keyword: Mother’s day flowers Offline brands: Doing pretty well
- 85. @THCapper Keyword: Mother’s day flowers Offline brands: Doing pretty well
- 86. @THCapper Eflorist & Serenata: Strong domains you never heard of, the “SEO” winners Keyword: Mother’s day flowers
- 87. @THCapper Why is that site outranking me? Basic technical Links Targeting Hygiene factors
- 88. @THCapper Flying Flowers & Appleyard Small brands, small domains, clung on Keyword: Mother’s day flowers
- 89. @THCapper Flying Flowers & Appleyard Small brands, small domains, clung on
- 90. @THCapper Flying Flowers & Appleyard Small brands, small domains, clung on
- 91. @THCapper Flying Flowers & Appleyard Small brands, small domains, clung on
- 92. @THCapper Flying Flowers & Appleyard Small brands, small domains, clung on
- 93. @THCapper Flying Flowers & Appleyard Small brands, small domains, clung on
- 94. @THCapper Flying Flowers & Appleyard Small brands, small domains, clung on
- 95. @THCapper Flying Flowers & Appleyard Small brands, small domains, clung on
- 96. @THCapper Flying Flowers Simple, price-orientated, emphasis on free delivery
- 97. @THCapper Site DA BSV Specialist? Change WaitroseFlorist 42 924,000 Ish +7 M&S 82 3,060,000 No +4 Winners
- 98. @THCapper Losers Site DA BSV Specialist? Change eFlorist 44 16,000 Yes -5 Serenata 56 5,000 Yes -16
- 99. @THCapper Hangers on Site DA BSV Specialist? Change Interflora 53 212,000 Yes -2 Flying Flowers 46 24,000 Yes -2 NextFlowers 40 4,850,000 Ish 0 Appleyard 44 1,700 Yes 0
- 100. @THCapper@THCapper Theory: Head terms are no longer about ranking factors
- 101. @THCapper@THCapper Evidence: 1. Links less relevant in the top 5 2. SERPs change when they become high volume
- 103. @THCapper Medic update: Winners Site Visibility NHS +4.6% WebMB +6.5% Healthline +3.5% Bupa +4.9% Cosmopolitan +4.6% Elle +3.6%
- 104. @THCapper Medic update: Winners Site Visibility NHS +4.6% WebMB +6.5% Healthline +3.5% Bupa +4.9% Cosmopolitan +4.6% Elle +3.6%
- 105. @THCapper Medic update: Winners Site Visibility NHS +4.6% WebMB +6.5% Healthline +3.5% Bupa +4.9% Cosmopolitan +4.6% Elle +3.6%
- 106. @THCapper Medic update: Winners Site Visibility NHS +4.6% WebMB +6.5% Healthline +3.5% Bupa +4.9% Cosmopolitan +4.6% Elle +3.6%
- 108. Revenue impact?
- 109. @THCapper@THCapper Theory: Head terms are no longer about ranking factors
- 110. @THCapper@THCapper Evidence: 1. Links less relevant in the top 5 2. SERPs change when they become high volume 3. Google is re-assessing intents for established keywords
- 111. Explanation
- 114. “what percent of users clicked through a picture-link and then quickly clicked back” https://www.cnbc.com/2018/09/17/google-tests-changes-to-its-search-algorithm-how-search-works.html
- 115. @THCapper@THCapper KPI 1: Pogo-stick rate
- 116. “whether there was a significant increase in the time until they made their first interaction” https://www.cnbc.com/2018/09/17/google-tests-changes-to-its-search-algorithm-how-search-works.html
- 117. @THCapper@THCapper KPI 1: KPI 2: Pogo-stick rate Time to SERP interaction
- 118. @THCapper@THCapper Do links get you this? KPI 1: KPI 2: Pogo-stick rate Time to SERP interaction
- 119. @THCapper Reminder: Links are a proxy for popularity & trust @THCapper
- 120. @THCapper Potential factors: - Price - Aesthetics - Short-sighted interstitials @THCapper
- 121. What should you do about it?
- 123. The fundamentals still work
- 127. @THCapper@THCapper KPI 1: KPI 2: Pogo-stick rate Time to SERP interaction
- 130. @THCapper Price
- 131. @THCapper Pop-ups
- 133. @THCapper@THCapper KPI 1: KPI 2: Pogo-stick rate Time to SERP interaction
- 135. @THCapper MetaData
- 136. @THCapper Brand
- 137. @THCapper “But I can’t do anything about brand” @THCapper
- 138. @THCapper
- 139. @THCapper
- 140. @THCapper Or just run ads! @THCapper
- 142. @THCapper Don’t piss people off @THCapper
- 143. @THCapper@THCapper
- 144. @THCapper “How can a chicken shop measure brand?” ● Branded search ● Social following ● Survey data https://www.distilled.net/resources/measuring-brand-awareness/
- 147. @THCapper@THCapper
- 148. What have we learnt?
- 149. @THCapper@THCapper Takeaways: 1. The game has changed 2. Inherit Google’s KPIs 3. But don’t abandon the foundations just yet
- 150. Thank You