Post on 16-Jul-2015
SEO Survival Guide for 2015 2014
Paul Bongers 9 December 2014
London
www.searchmetrics.com
Paul Bongers Senior Manager Business Development
GlobalStrategistLecturerSpeaker
Made in Berlin, used everywhere We are over 150 people across the globe AcAon based on research Founded by Marcus Tober
WHAT CAN CONTENT DELIVER?
TO WHOM IS CONTENT RELEVANT?
2014 Edi:on
est. 2012
www.searchmetrics.com/en/knowledge-base/ranking-factors-uk/
10.000 search queries
First 30 posi:ons
300.000 ranking posi:ons
CorrelaAon ≠ CausaAon „If many storks fly over the beach, it does not mean many babies will be born there“
2014 RANKING FACTORS
2014
2013 0
0.05 0.1
0.15 0.2
0.25 0.3
0.35
Content Social
Backlinks On-‐Page (Technical)
On-‐Page (Content)
2014
2013
2014
2013 0
0.1
0.2
0.3
Content Social
Backlinks On-‐Page (Technical)
On-‐Page (Content)
2014
2013
2014
2013
2012 0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
Content Social
Backlinks On-‐Page (Technical) On-‐Page
(Content)
2014
2013
2012
What happens in Google’s algorithm in the USA will most likely happen anywhere else in the world with a certain delay
0.2
0.22
0.24
0.26
0.28
0.3
0.32
0.34
2012 2013 2014
UK
USA
Germany
SOCIAL SIGNALS
0.15
0.155
0.16
0.165
0.17
0.175
0.18
0.185
0.19
0.195
0.2
2012 2013 2014
UK
USA
Germany
BACKLINKS
0.02
0.03
0.04
0.05
0.06
0.07
0.08
2012 2013 2014
UK
USA
Germany
ON-‐PAGE (TECHNICAL)
0
0.01
0.02
0.03
0.04
0.05
0.06
0.07
2012 2013 2014
UK
USA
Germany
ON-‐PAGE (CONTENT)
25 www.searchmetrics.com
NEW CONTENT ELEMENTS
“Proof Words” are words that appear in at least 70% of the documents to which a text is compared.
“Relevant words” are words that have a contextual relaAonship with the topic word.
Proof Words
Relevant Words
Searchmetrics Suite Content OpAmizaAon
www.searchmetrics.com
„You shall know a keyword by the company it keeps” (Firth, 1957)
www.searchmetrics.com
CorrelaAon 𝜌↓2014 =0.34
Relevant Terms
𝜌↓2014 =0.20
www.searchmetrics.com
Proof Terms
CorrelaAon
0
0.02
0.04
0.06
0.08
0.1
0.12
0.14
2013 2014
UK
USA
Germany
NEW CONTENT ELEMENTS
~100,000 TOP
There are no :ps and nothing the user expected on the page. Why should it rank?
„Who needs what?“
GOOGLE HUMMINGBIRD UPDATE
Contextual Search
Conversa:onal Search
Seman:c Search
www.searchmetrics.com
1 Keyword /Varia:ons
1 Landing Page
Search Paradigm
Search Today
1 Landing Page
1 TOPIC
Chapter 1: SERP Diversity
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 A4
Query A5
SERP A5
Query A6 SERP A6
Pre-‐
42 www.searchmetrics.com 10/12/14
Query A1
Hummingbird
Query A6
Query A5
Similar (or even synonymous) Keyword Queries
Query A2
Query A4
Query A3
SERP A
Post-‐
43 www.searchmetrics.com 10/12/14
Diversity of SERPs
All Keywords
44 www.searchmetrics.com 10/12/14
~6.5%
Diversity of SERPs
All Keywords
45 www.searchmetrics.com 10/12/14
34
~6%
~2% 1
2
3
What happened?
Week 33 2013
1 Week 45 2013
2 Week 03 2014
3
10 10 4
Week 42 2014
4
7
S:ll different, but only:
Breadcrumbs/ Brand
Chapter 2: Keyword Pairs
Queries
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
SERP H
SERP M
SERP J
SERP R
SERP F
Queries 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
6/10 July 2013
9/10 March 2014
4/10 June 2013
7/10 March 2014
9/10 Sept. 2014
20% = 3/3 10% = 2/3 July 2013 13% = 2/3
50% = 3/3 20% = 2/3 Sept. 2014 20% = 2/3
Diversity of SERPs
Keyword Pairs with same meaning – shared results
58 www.searchmetrics.com 10/12/14
+17%
+29%
iPhone iPhone iPhone iPhone
iPhone iPhone iPhone
iPhone iPhone iPhone iPhone
iPhone iPhone iPhone
iPhone
iPhone iPhone iPhone
iPhone ?
10/12/14 60 www.searchmetrics.com
HolisAc Content
10/12/14 61 www.searchmetrics.com
HolisAc Content
10/12/14 62 www.searchmetrics.com
HolisAc Website
iPhone iPhone iPhone iPhone
iPhone iPhone iPhone
iPhone iPhone iPhone iPhone
iPhone iPhone iPhone
iPhone
iPhone iPhone iPhone
iPhone
Context
Apple… -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐…
iPhone… -‐-‐-‐…Smartphone -‐-‐-‐-‐Cover…-‐-‐-‐-‐-‐-‐-‐-‐ …Apple Store…-‐
-‐-‐-‐…Charger… -‐…iPhone 6 plus -‐...contract...
64 www.searchmetrics.com
Remember?
Keyword A SERP 1
Keyword AB SERP 2
Keyword AC SERP 3
Keyword AD SERP 4
Keyword AE SERP 5
3. 5.
2.
9.
3.
Landing Page 1 Landing Page 2 Landing Page 3 Landing Page 4 Landing Page 5
Once upon a Ame…
Content A Content AB Content AC Content AD Content AE
Keyword A Keyword AB Keyword AC Keyword AD Keyword AE
12. 16.
3. 5.
2.
9.
3.
Landing Page 1
Landing Page 2
2014 Keyword A
SERP 1 Keyword AB
SERP 2 Keyword AC
SERP 3 Keyword AD
SERP 4 Keyword AE
SERP 5
Content A
Content AB
Content AC
Content AD
Content AE
Will be op5mizing content
Will not op5mize
Content AD
Content AE
3. 2.
5. 6.
3.
2014 Keyword A
SERP 1 Keyword AB
SERP 2 Keyword AC
SERP 3 Keyword AD
SERP 4 Keyword AE
SERP 5
5.
2. 1.
12. Landing Page 1
Content A
Content AB
Content AC
Content AD
Content AE
Content AD
Content AE
New
Landing Page 2 op5mized content
Did not op5mize
BE THIS GUY BE HOLISTIC
1 Keyword /Varia:ons
1 Landing Page
Search Paradigm
Search Today
1 Landing Page
1 TOPIC
Search Experience Op:miza:on
Search Engines don’t buy products. People do.
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