SEO Survival Guide for 2015 - Ranking Factors UK

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


„You shall know a keyword by the company it keeps” (Firth, 1957)


CorrelaAon 𝜌↓2014 =0.34

Relevant Terms

𝜌↓2014 =0.20


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


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-‐


Diversity of SERPs

All Keywords


~6.5%

Diversity of SERPs

All Keywords


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


+17%

+29%

iPhone iPhone iPhone iPhone

iPhone iPhone iPhone



iPhone


iPhone ?

10/12/14 60 www.searchmetrics.com

HolisAc Content


HolisAc Content


HolisAc Website





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.

twiner.com/searchmetrics facebook.com/searchmetrics

SEO Survival Guide for 2015 - Ranking Factors UK

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Transcript of SEO Survival Guide for 2015 - Ranking Factors UK