7. #1: Social has arrived in international markets
Social networking site activity correlates very well with good rankings, just as it has in the U.S. for the past year.
That doesn’t mean Facebook Shares, Tweets, etc. are definitively ranking factors, but it looks like, as a kind of user
feedback, they are very important and they should take part in SEO strategy.
20.02.2012 ® Searchmetrics GmbH 2012 7
12. #2: Backlinks are still a key factor for SEO, but with caution
Backlinks are still very important for rankings, but must vary between keyword links, no follow links, and “organic”
links with stopwords (e.g. “as.” “the,”…) in them.
20.02.2012 ® Searchmetrics GmbH 2012 12
13. #2: Backlinks are still a key factor for SEO, but with caution
20.02.2012 ® Searchmetrics GmbH 2012 13
14. #4: Keywords in domains stay a factor
Although Google has often said that keyword domains today are not as important as in the past, we found many
domains in top positions that have keywords in them.
20.02.2012 ® Searchmetrics GmbH 2012 14
15. #4: Keyword in domain Keyword is domain
Although Google has often said that keyword domains today are not as important as in the past, we
found many domains in top positions that have keywords in them.
20.02.2012 ® Searchmetrics GmbH 2012 15
17. #5: Long URLs don‘t seem to rank well
20.02.2012 ® Searchmetrics GmbH 2012 17
18. Recommendations for SEO in 2013
• Social factors are getting more and more important:
Start measuring social media signals and motivating users to make
your company become more famous
• Backlinks are still a key factor for SEO
• Keywords in domains stay a factor, but could disappear soon
• Clean Onpage factors like short speaking URLs stay
20.02.2012 ® Searchmetrics GmbH 2012 18
21. The SEO Visibility Formular
weight(x) = is the secret sauce giving each position a weight taking in
account, if the keyword is navigational or informational and other factors
22. Why did SEO Visibility change?
20.02.2012 ® Searchmetrics GmbH 2012 22
33. What Google thinks about the importance
of Social signals
Product Management Director
for Google Search – Jack Menzel:
“Links are not going away, but social
is an important signal. And it will
become more and more important.”
34. Social Signals
Matt Cutts in Google Hangout
Q: Do Google +1’s affect
a website ranking?
A: “Not really a direct effect” […],
BUT there are things like,
we have an authorship proposal”
35. <Bullshitfoto> Bullsh**
10.12.20
Marcus Tober, SEO Rankingfaktoren 2013
12
47. 300k Keywords @google.nl
~ 3.000 URL with Author
Is it possible that the author of a link
will be a bigger factor than the
URL?
Ranking signal of the future?
48. Google Autorenintegration
Author Rank a signal for 2013?
Loose of relevance for 1st Position
User clicks the result he trusts
An authors face generates trust
CTR already is relevant for rankings
• 30% increase in CTR
• Look or point to snippet
• Try different colors
“Update from a CEO” by Larry Page
http://investor.google.com/corporate/2012/ceo-letter.htmlb
49. Google Autorenintegration
Author Rank a signal for 2013?
Spending “enough” time on a site with a certain author markup
signals Google that he likes this author or article.
Going back to the SERPs you see more articles of this
author
50. Probieren geht über studieren
Authorship is important, but
today it‘ just
Snippet Optimization
51. Searchmetrics Suite
•Over 110 countries
•Over 200 searchengine language combinations
•Local rankings
•Onpage optimization
•Web analytics integration
•100 Millionen keywords (SEO, SEM)
•150 Billion backlinks
•3,3 Billionen social links (including pinterest)