Reshaping the Landscape of Search: Tracking Google’s Algorithm changes
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Transcript of Reshaping the Landscape of Search: Tracking Google’s Algorithm changes
Reshaping the Landscape of Search:
Tracking Google’s Algorithm changes
Welcome!
Google SERPs are constantly changingAverage volatility score is 4.9 out of 10 (SEMrush data for Google US)
Google is constantly testingMajor updates happen almost monthly now
@fernando1angulo #SearchCamp
@fernando1angulo #SearchCamp
Number of Google Updates in 2017*
*SEMrush data @fernando1angulo #SearchCamp
TOTAL
ORGANIC SEARCH
official
ORGANIC SEARCH
Unconfirmed
PAID SEARCH
official + unconfirmed
28
2
24
2
Tools that track Google SERP volatility
@olgandrienko#SMX #21A
serp.watch
Software Keywords Mobile/Desktop Categories Countries SERP Features Google
Updates Other search engines
28,000
✅ x 7 x ✅ x
17,000 ✅ ✅ 2 x ✅ x
11,000 ✅ x 3 x ✅ x
50,000 ✅ ✅ 2 x x x
1,000 x x x ✅ x x
10,000 ✅ x x ✅ x x
no public info ✅ ✅ 6 ✅ ✅ x
no public info ✅ ✅ 7 x x x
no public info x x x x x Bing
no public info ✅ x 50 x x x
Tools that track Google SERP volatility
@fernando1angulo #SearchCamp
serp.watch
Biggest issue-different scales
@fernando1angulo #SearchCamp
Scale from 1 to 3
Scale from 0 to 10
Scale from 0 to 70
Scale from 0 to 80
Spikes in all tools: Fred Update in April 2017
@fernando1angulo #SearchCamp
Some industries fluctuate more than others and
this has nothing to do with Google updates
@fernando1angulo #SearchCamp
Sports (keyword: tennis)
Mobile Desktop
Some industries fluctuate more than others and
this has nothing to do with Google updates
@fernando1angulo #SearchCamp
News (keyword: British
Airways; Mobile SERP)
Desktop vs. Mobile
@fernando1angulo #SearchCamp
Latest scores indicate mobile SERPs tend to change more frequently. Especially the % and
number of SERP features is different.
Categories with highest changes
News/mediaAverage score in November: 9.4
@fernando1angulo #SearchCamp
SportsAverage score in November : 9.1
EntertainmentAverage score in November : 6.2
Example of a very high volatility score (8.0 score)May 17th update (unconfirmed). Keyword: mock draft, first 10 organic positions
@fernando1angulo #SearchCamp
usatoday.com
seccountry.com
nfl.com
foxsports.com
bleacherreport.com
walterfootball.com
cbssports.com
sbnation.com
rotoworld.com
draftwizard.fantasypros.com10
1
4
5
6
7
8
9
3
2 sbnation.com
si.com
cbssports.com
bleacherreport.com
seccountry.com
nfl.com
foxsports.com
draftwizard.fantasypros.com
usatoday.com
nypost.com NEW!
+6 pos.
+1 pos.
-2 pos.
-5 pos.
-3 pos.
+2 pos.
-6 pos.
NEW!
+6 pos.M
ay b
efo
re t
he
up
dat
e)
18
th(a
fter
th
e u
pd
ate)
Categories that get hit the most during Google updatesData from SEMrush Sensor
@fernando1angulo #SearchCamp
Go granular. SERP Features trends in the UK’s Finance Industry
@fernando1angulo #SearchCamp
HTPPS Usage
Go granular. SERP Features trends in the UK’s News Industry
@fernando1angulo #SearchCamp
Top Stories SERPFeatures changes for the last 30 days
Go granular. SERP Features trends in the UK’s Shopping Industry
@fernando1angulo #SearchCamp
Top Ads changes for the last 30 days
Go granular. Track your own scope of keywords
@fernando1angulo #SearchCamp
Position Tracking integration with Sensor
Segmentation by categories
might still be too general.
Track the volatility of SERPs in
your specific niche for
keywords that matter to you.
Biggest spikes: April-May
@fernando1angulo #SearchCamp
May 23rd
May 18th
April 25th
April 17th
April 4th
Chatter in the SEO world and similar spikes in tools
@fernando1angulo #SearchCamp
Google update & traffic changes : May 2017
@fernando1angulo #SearchCamp
Some sites are dropping or
surging 20-30%, while others saw
much more impact. And there
were several that dropped
heavily in early May, only to surge
back on 5/17.
Source: Glenn Gabe
http://www.gsqi.com/marketing-blog/may-
17-2017-google-algorithm-update/
Common features among update ”losers”
@fernando1angulo #SearchCamp
Aggressive advertising implementations
Thin content pages
Low quality content
UX issues
usually either hindering to interact with a site, disturbing in general or deceptive
(e.g. almost empty category pages, out of stock items), also causing internal content duplication
Boiler plates, content with misspellings, poor grammar or content not of any value
Wrong user perception (e.g. snippet promises something. entirely different), and high bounce rates / low dwell time as the result–and generally weak UX signals
This leads to the obvious… Fix or remove
thin/outdated content
@fernando1angulo #SearchCamp
Improve user experience
Ensure there are no
technical issues.
And machines are not yet smarter than us
@fernando1angulo #SearchCamp
Tools can only guide you,
the road you pick yourself.
Change = disasterIf you fail to adjust
Change = opportunityIf you are ready for it
Thank you!