Why General Ranking Factors Are Dead 2017! SEO Ranking Factors in 2017. Next up was Marcus Tober from Searchmetrics. His company also analyzed ranking factors, but rather than look at factors by keyword search volume, he looked at factors by general trends versus individual industry/niche trends.
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Why General Ranking Factors Are Dead! SEO Ranking Factors in 2017
1. #SMX #11A @MarcusTober
SEO Ranking Factors in 2017 and beyond!
WHY GENERAL
RANKING FACTORS
ARE DEAD!
-
What’s Important,
What’s Not
SEARCHMETRICS
THE CONTENT GENERATION
2. #SMX #11A @MarcusTober
SEO Ranking Factors in 2017 and beyond!
WHY GENERAL
RANKING FACTORS
ARE DEAD!
-
What’s Important,
What’s Not
SEARCHMETRICS
THE CONTENT GENERATION
3. #SMX #11A @MarcusTober
MARCUS TOBER
• Founder and CTO of Searchmetrics
• Studied computer science in Berlin (Data and Tech Nerd)
• Search and Content mouthpiece since 2001
9. #SMX #11A @MarcusTober
Health + Finance + eCommerce + Media + Travel
Overall Ranking FactorsGENERAL
NICHE
INDUSTRY
Recipes/ SEO/ Celebrity News/ Dating/ Weather Forecast etc.
broad
specific
Our NEW Ranking Factors Approach
GENERAL vs INDUSTRY vs NICHE
10. #SMX #11A @MarcusTober
Health + Finance + eCommerce + Media + Travel
Overall Ranking Factors
NICHE
INDUSTRY
Recipes/ SEO/ Celebrity News/ Dating/ Weather Forecast
GENERAL
Our NEW Ranking Factors Approach
GENERAL vs INDUSTRY vs NICHE
18. #SMX #11A @MarcusTober#SMX #11A @MarcusTober#SMX #11A @MarcusTober
LEARNING
Content
becomes
longer and longer
4LEARNING
User
Experience
is improving
3
LEARNING
Keywords
continue to lose
relevance
2LEARNING
Technical
optimization
improves
1
LEARNING
Content needs
to be relevant to
the user intention
5
21. #SMX #11A @MarcusTober
Health + Finance + eCommerce + Media + Travel
Overall Ranking Factors
NICHE
INDUSTRY
Recipes/ SEO/ Celebrity News/ Dating/ Weather Forecast
GENERAL
Our NEW Ranking Factors Approach
GENERAL vs INDUSTRY vs NICHE
22. #SMX #11A @MarcusTober@MarcusTober#SMX #11A#SMX #11A @MarcusTober
Different Industries – Different Ranking Factors
eCommerce Finance Health Media Travel
Download for free: searchmetrics.com/industry-factors
INDUSTRY RANKING FACTORS
23. #SMX #11A @MarcusTober@MarcusTober#SMX #11A#SMX #11A @MarcusTober
Different Industries – Different Ranking Factors
eCommerce Finance Health Media Travel
25. #SMX #11A @MarcusTober
http://www.google.com/
tax calculator
7 pages WITH HTTPS on the 1st page!
Only 1 page WITHOUT HTTPS.
Would YOU hand over sensitive financial data?
#SMX @MarcusTober
Different Industries – Different Ranking Factors
INDUSTRY RANKING FACTORS
28. #SMX #11A @MarcusTober#SMX @MarcusTober
http://www.google.com/
arctic cruiseNone of the top URLs use HTTPS!
Why use HTTPS for Travel (offer landing) pages?
Different Industries – Different Ranking Factors
INDUSTRY RANKING FACTORS
29. #SMX #11A @MarcusTober
User Experience
Ux
2
0
1
2
3
1 3 5 7 9 11 13 15 17 19
Finance Spalte2 Travel
2.15
Top 10-
Travel
0.92
Top 10-
Finance
Much more images inTravel than in Finance.
Number of Images
INDUSTRY RANKING FACTORS
30. #SMX #11A @MarcusTober
User Experience
Ux
2
0
500
1,000
1,500
2,000
2,500
3,000
3,500
1 3 5 7 9 11 13 15 17 19
Finance Spalte2 Travel
2,700
Top 10-
Travel
1,800
Top 10-
Finance
Much more Content inTravel than in Finance.
Average Word Count
INDUSTRY RANKING FACTORS
34. #SMX #11A @MarcusTober#SMX
Images 0 / Word Count 87
#SMX @MarcusTober
Different Industries – Different Ranking Factors
INDUSTRY RANKING FACTORS
35. #SMX #11A @MarcusTober
Images: 0
Word Count: 87
Images: 13
Word Count: 733
HUGE differences in image & word count!
But both URLs rank on #1!
„Cheap Airline Tickets“„Foreign Exchange“
Different Industries – Different Ranking Factors
INDUSTRY RANKING FACTORS
36. #SMX #11A @MarcusTober
Health + Finance + eCommerce + Media + Travel
Overall Ranking Factors
NICHE
INDUSTRY
Recipes/ SEO/ Celebrity News/ Dating/ Weather Forecast
GENERAL
Our NEW Ranking Factors Approach
GENERAL vs INDUSTRY vs NICHE
37. #SMX #11A @MarcusTober@MarcusTober#SMX #11A#SMX #11A @MarcusTober
SEO BlogsDating Platforms Recipes
User Intention varies depending on NICHE/ QUERY
NICHE RANKING FACTORS
42. #SMX #11A @MarcusTober#SMX @MarcusTober
USER WANTS TO:
Find the best platform
USER WANTS:
Information and analyses
USER WANTS:
Easy and structured guidance
User Intention varies depending on NICHE/ QUERY
NICHE RANKING FACTORS
SEARCH INTENTIONS
43. #SMX #11A @MarcusTober
…it makes NO sense to analyse Ranking Factors according to
SEARCH VOLUME GROUPS!
(because search intentions do not depend on volume)
THAT‘S WHY…
44. #SMX #11A @MarcusTober#SMX @MarcusTober
AWARENESS
CONSIDERATION
TRANSACTION
CUSTOMER RELATIONSHIP
SEARCHVOLUME
High
SEARCHVOLUMES INTHE SALES FUNNEL
SIMPLIFIED MODEL
Moderate
Low
45. #SMX #11A @MarcusTober#SMX @MarcusTober
SEARCHVOLUME
High
SEARCHVOLUMES INTHE SALES FUNNEL
SIMPLIFIED MODEL
SHOP
BULLETS
TEXT
IMAGES
Moderate
Low
Low
>50K
>20K
<20K
Single Pages for every
Funnel Stage or
SearchVolume Group?
46. #SMX #11A @MarcusTober#SMX @MarcusTober
SEARCHVOLUME
High
SEARCHVOLUMES INTHE SALES FUNNEL
SIMPLIFIED MODEL
SHOP
BULLETSTEXT IMAGES
Moderate Low Low
FAIL!
Single Page Single Page Single Page Single Page
47. #SMX #11A @MarcusTober#SMX @MarcusTober
High
SEARCHVOLUMES INTHE SALES FUNNEL
SIMPLIFIED MODEL
SHOP
BULLETS
TEXT
IMAGES
Moderate
Low
Low
TEXT
VIDEO
TEXT
HOLISTIC
PAGES
WIN!
49. #SMX #11A @MarcusTober
CONSOLIDATE AND FOCUS ON NICHE = SUCCESS
BUT IT WORKS!!
240% more Visibility
95% of content removed
and: consolidated
– Removing old content can lead to awesome growth –
–
–
50. #SMX #11A @MarcusTober@MarcusTober#SMX #11A#SMX #11A @MarcusTober
Furniture
Weight Loss Wine
User Intention varies depending on NICHE/ QUERY
*NEW NICHE RANKING FACTORS
Einstein
51. #SMX #11A @MarcusTober
-0.20
0.00
0.20
0.40
0.60
0.80
1.00
1.20
1 3 5 7 9 11 13 15 17 19
Health Furniture Wine Einstein
#Videos in Content
*NEW NICHE RANKING FACTORS
0.38 0.01
Top 10-
Furniture
0.00
Top 10-
Wine
Most videos on position 1+2 in health niche.
Top 10-
Health
0.08
Top 10-
Einstein
67. #SMX #11A @MarcusTober
0.00
500.00
1,000.00
1,500.00
2,000.00
2,500.00
1 3 5 7 9 11 13 15 17 19
Health Furniture Wine Einstein
# of Keywords the URL ranks for
*NEW NICHE RANKING FACTORS
1,922.69 336.73
Top 10-
Furniture
47.63
Top 10-
Wine
Health pages rank for many keywords.
Top 10-
Health
155.97
Top 10-
Einstein
68. #SMX #11A @MarcusTober#SMX @MarcusTober
Same Niches – Different Keywordset
*NEW NICHE RANKING FACTORS
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