What's Hot in SEO Ranking Factors - SMX Advanced June, 2016
Transcript of What's Hot in SEO Ranking Factors - SMX Advanced June, 2016
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What’s Hot in SEO Ranking Factors
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Stone Temple ConsultingFull-service Digital Marketing Agency
Content Marketing• Strategic Plan• Off-site Placements• On-site Content• Influencer / Media Relationships• Link Building
On-Page SEO• Comprehensive Audits• Site Hierarchy (IA)• Search Engine Crawl Management• Crawls• Ongoing Site Reviews and Auditing
• Mobile Strategy• Mobile SEO Implementation• AMP• App Strategy• Deep Linking• App Store Optimization
Social Media• Strategic Plan• Drive Business Results• Influencer / Media Relationships• Content Strategy• Content Generation
Mobile
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Featured Snippets: Let’s Look At Some
Data!
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Rich Answers Continuing to Grow
Based on Reviewing 855K SERPs
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Massive Churn in Featured Snippets
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Google Appears to Have Built a Featured
Snippet Machine
Speculation Ahead!
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Example Site: Got The Rich Answer
Does Getting a Featured Snippet Increase Traffic?
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RankBrain: What’s the Real Story?
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What is the label of a consumer at the highest level of a food chain?
“Name”
To eat not to buy
“The”
“Top”
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Can You Get 100% Score on SuperMario Without Walkthrough?
Negatives
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Built a DB of 500K queries from Google
and Bing Suggest
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June/July 2015 Google Result
January 2016 Google Result
Pulled Results from Google on Two Different Dates
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Why Are PDFs So Weak?
July 2015
Answer
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Now Relates “Weak” to Security
January 2016
Answer
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July 2015
Answer
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January 2016
Answer
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Google’s Mobile Update II
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What Happened With Mobilegeddon?
We Analyzed 15,235 Queries
Week of April 17 2015, and Again on May 18 2015We Focused on
the Top 10 Results
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Mobile DOES Matter as a Ranking Factor
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What About Google’s 2nd Mobile Ranking Update?
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Not as Big an Impact as the First Update
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Not as Big an Impact as the First Update
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Why This Update is Still Important
Indicator of Google’s Confidence in the
Concept of a Rankings Boost
Will Likely be Followed by More
Such Updates
Future mobile ranking updates will include other factors such as page speed
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http://www.thesempost.com/next-mobile-friendly-update-includes-page-speed-coming-in-months/
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Links: A Fresh Look at Their
Impact
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Ammon Johns: We heard that RankBrain is the third-most-important signal contributing to results now. Would it be beneficial to us to know what the first two are?Andrey Lippatsev: Yes. Absolutely. I can tell you what they are. It’s content and links going into your site.
https://www.youtube.com/watch?v=l8VnZCcl9J4#t=30m15sAired on Mar 23, 2016
Google’s Current Postion
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So What’s the Real Story?
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Mean of the Correlations Across All SERPs Tested
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Sum of all Links Per Ranking Position (Normalized)
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Aggregate Correlations Across Blocks of 10 SERPs
Positions 1 – 10Positions 11 – 20Positions 21 – 30Positions 31 – 40Positions 41 – 50
Pearson Correlation: 0.77Spearman Correlation: 1
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What Do All These Numbers Mean?
The Aggregate Correlation Values are
VERY High
The Average of the Individual SERP Correlations Still
Meaningful
Search is a Noisy System
• We found that at least 6% of the results came from different algorithms)• Local results• Query deserves
diversity• In Depth Articles
• Overall Content Quality / Relevance a Huge Factor Too
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37Content Quality / Relevance
1. Link Score = 100, Content Score = 702. Link Score = 80, Content Score = 90
Which Would Rank Higher?Imagine a System Where You Multiply
2 Numbers
Link Score * Content Score = ?
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38Impact of a Mix of Domain Authority and Page
Authority
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39Commercial vs. Informational Terms
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40Commercial Head Terms vs. Commercial Long Tail Terms
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Examples of the True Power of Links
This is a Process That
We’ve Repeated
Hundreds of Times
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Eric [email protected]
@stonetemple+Eric Enge
(508) 962-8474www.stonetemple.com
Thank You!