#SMX #11A @stonetemple

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What’sHotinSEORankingFactors

#SMX #11A @stonetemple

Nationalselfrelianceassociation.com

FIRE …

I walked barefoot across hot coals for 25 feet in October 2010

I camped in Northern Minnesota in February 2011 (temps hit -30)

… And ICE

#SMX #11A @stonetemple

Stone Temple Consulting Full-service Digital Marketing Agency

ContentMarketing

•  StrategicPlan•  Off-sitePlacements•  On-siteContent•  Influencer/MediaRelationships•  LinkBuilding

On-PageSEO

•  ComprehensiveAudits•  SiteHierarchy(IA)•  SearchEngineCrawlManagement•  Crawls•  OngoingSiteReviewsandAuditing

•  MobileStrategy•  MobileSEOImplementation•  AMP•  AppStrategy•  DeepLinking•  AppStoreOptimization

SocialMedia

•  StrategicPlan•  DriveBusinessResults•  Influencer/MediaRelationships•  ContentStrategy•  ContentGeneration

Mobile

#SMX #11A @stonetemple

FeaturedSnippets:Let’sLookAtSomeData!

#SMX #11A @stonetemple

Rich Answers Continuing to Grow

Based on Reviewing

855K SERPs

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Massive Churn in Featured Snippets

#SMX #11A @stonetemple

#SMX #11A @stonetemple

#SMX #11A @stonetemple

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?

#SMX #11A @stonetemple

WePublished5NewPagesonMay20th

2015

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WeIncludedTranscriptsWithanOutlineofClear

Steps

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TheContentProvidedaLotMoreInfoThanJust

the“HowTo”

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We Submitted the URLs in

Search Console

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Bingo!SawThis

Within3DaysofPublishingtheContent

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RankBrain:What’stheRealStory?

#SMX #11A @stonetemple

What is the label of a consumer at the highest level of a food chain?

“Name”Toeatnottobuy

“The”“Top”

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Can You Get 100% Score on Super Mario Without Walkthrough?

Negatives

#SMX #11A @stonetemple

BuiltaDBof500Kqueries

fromGoogleandBingSuggest

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June/July2015GoogleResult January2016GoogleResult

PulledResultsfromGoogleonTwoDifferentDates

#SMX #11A @stonetemple

WhyArePDFsSoWeak?

July2015Answer

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NowRelates“Weak”toSecurity

January2016

Answer

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#SMX #11A @stonetemple

#SMX #11A @stonetemple

July2015Answer

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January2016

Answer

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Google’sMobileUpdateII

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What Happened With Mobilegeddon?

WeAnalyzed15,235QueriesWeekofApril172015,andAgainon

May182015

WeFocusedontheTop10Results

#SMX #11A @stonetemple

Mobile DOES Matter as a Ranking Factor

#SMX #11A @stonetemple

What About Google’s 2nd Mobile Ranking Update?

#SMX #11A @stonetemple

Not as Big an Impact as the First Update

#SMX #11A @stonetemple

Not as Big an Impact as the First Update

#SMX #11A @stonetemple

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

#SMX #11A @stonetemple

http://www.thesempost.com/next-mobile-friendly-update-includes-page-speed-coming-in-months/

#SMX #11A @stonetemple

Links:AFreshLookatTheirImpact

#SMX #11A @stonetemple

AmmonJohns:WeheardthatRankBrainisthethird-most-importantsignalcontributingtoresultsnow.Woulditbebeneficialtoustoknowwhatthefirsttwoare?AndreyLippatsev:Yes.Absolutely.Icantellyouwhattheyare.It’scontentandlinksgoingintoyoursite.

https://www.youtube.com/watch?v=l8VnZCcl9J4#t=30m15s

AiredonMar23,2016

Google’sCurrentPostion

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#SMX #11A @stonetemple

SoWhat’stheRealStory?

#SMX #11A @stonetemple

MeanoftheCorrelationsAcrossAllSERPsTested

#SMX #11A @stonetemple

SumofallLinksPerRankingPosition(Normalized)

#SMX #11A @stonetemple

AggregateCorrelationsAcrossBlocksof10SERPs

Positions1–10Positions11–20Positions21–30Positions31–40Positions41–50

PearsonCorrelation:0.77SpearmanCorrelation:1

#SMX #11A @stonetemple

WhatDoAllTheseNumbersMean?

TheAggregateCorrelationValuesareVERYHigh

TheAverageoftheIndividualSERPCorrelations

StillMeaningful

SearchisaNoisySystem

•  Wefoundthatatleast6%oftheresultscamefromdifferentalgorithms)•  Localresults•  Querydeservesdiversity•  InDepthArticles

•  OverallContentQuality/RelevanceaHugeFactorToo

#SMX #11A @stonetemple

ContentQuality/Relevance

1.LinkScore=100,ContentScore=702.LinkScore=80,ContentScore=90

WhichWouldRankHigher?

ImagineaSystemWhereYouMultiply2Numbers

LinkScore*ContentScore=?

#SMX #11A @stonetemple

ImpactofaMixofDomainAuthorityandPageAuthority

#SMX #11A @stonetemple

Commercialvs.InformationalTerms

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CommercialHeadTermsvs.CommercialLongTailTerms

#SMX #11A @stonetemple

ExamplesoftheTruePowerofLinks

ThisisaProcessThatWe’veRepeated

HundredsofTimes

#SMX #11A @stonetemple

EricEnge

eenge@stonetemple.com

@stonetemple

+EricEnge

(508)962-8474

www.stonetemple.com

Thank You!