Marcus Tober - SEO Has Changed Forever – Why User Signals and Content Relevance Became the Most Important Ranking Factors
1. Marcus Tober
Ostrava, Czech Republic
21st October, 2016
SEO HAS CHANGED FOREVER
WHY USER SIGNALS AND CONTENT RELEVANCE
BECAMETHE MOST IMPORTANT RANKING FACTORS
2. • Founder and CTO of Searchmetrics
• Searchmetrics is a software company
(SEO/Content Marketing) with 220 people in
Berlin, London, New York and San Mateo
• In love with SEO and SEARCH since 2001
Marcus Tober
13. Legend in Neural Network
Research. World renowned A.I.
researcher.
Invented some of the core
algorithms of Deep Learning back
in the 80s
Working with Google since 2011
New novel concept:
Thought Vectors
Geoffrey Hinton
Capturing thoughts…
15. Every word gets a position in space
Cologne
Hamburg
Berlin
Munich
Visualizing RankBrain
16. Query sentences get a position in space.
What’s the weather going to be like in Ostrava?
Weather Forecast Ostrava
Visualizing RankBrain
Using training data, similar query sentences
(with similar results) are closely positioned
17. Queries and results get a position in space
Q
Result Scoring
R
R
Good results rank better based on proximity
Visualizing RankBrain
20. *NEW RANKING FACTORS 2016
10x more complex
Industry
Topic/
Search Intention
Topic A
Topic B
Topic C
Topic D
Topic E
Health Finance eCommerce Media Etc.
You?
23. If someone searches for: best short hairstyles
What they probably want to see is less text are more images
or image galleries
24. If someone searches for: Plato´s allegory of the cave
What they probably want to see is valid and structured info
and more text
25. If someone searches for: x-box unboxing
What they probably want to see is a video and no text
26. The user needs to feel happy with the result.
User Experience
But businesses often fail in providing the right content
for the respective user intention
?
29. Feel safe, use HTTPS.
Whether you're booking tickets,
buying clothes or purchasing items
from an auction site, shop safely and
securely online using HTTPS.
31. AlgorithmDesire
• Answer to questions
• Best User Experience
• Smooth User Journey
• Crawlability
• Technical requirements
• Evaluation of Relevance
Online-Content
Relevance for Human AND Machine
38. security camera systems
10 out of top 10
e-commerce websites for this
keyword have an
„add to cart“ function
above the fold
Keyword: “security camera systems”
E-COMM Introducing Relevance
50. Spender
Wants best product.
A spender is not worried about money.
His user intention is to find the best
product no matter what the price is.
luxury rolex watch
51. Wants cheapest offer.
A backpacker needs to save every penny,
but at the same time he wants to visit
the coolest possible locations.
Backpacker
cheapest bus ticket
52. Wants valid information.
An intellectual person is hoping to find
the most relevant and valid information
on the web.
Intellectual
Plato´s allegory of the cave
72. SEO tactics have died and Traditional Ranking Factors are fading away
However…
Traditional Ranking Factors
73. Why SEO is not dead
Startpoint of Purchases
Source: Forrester/ Internet Retailer B2B Buying And Selling Online Survey 2014
92%
of Business Purchases
start with Search
81%
of Shoppers Research
Online before buying
Source: Adweek/ +GE Capital Retail Bank’s Major Purchase Shopper Study 2015
B2B B2C
74. However:
There are still factors that
every industry should follow in
order to have success.
H2O
The Ranking Factors are not
rigid anymore, they are
formless, shapeless and they
adapt to the object.
75. Good site architecture
Relevant link structure
Basic tag usage and structure
Page Load Time
Basic technics features are still important
81. “Adapt what is useful, reject what is useless,
and add what is specific your own”
Bruce Lee
Quality, Relevance and Uniqueness of Content
82. Be water, my friend.
searchmetrics.com/ostrava2016
Notas do Editor
Customizable (Right Click – Change Picture for a different Screen)
Animated
Customizable (Right Click – Change Picture for a different Screen)
Animated
Customizable (Right Click – Change Picture for a different Screen)
Animated
Customizable (Right Click – Change Picture for a different Screen)
Animated
Customizable (Right Click – Change Picture for a different Screen)
Animated
Generally, well ranking pages have longer texts.
So there is a correlation… For some searches, results with shorter text
are the best result for the user experience.
What does that mean for Ranking Factors?
Ohne wiki
Ohne wiki
Ohne wiki
Ohne wiki
Ohne wiki
The Screenshot can be applied center over the screen of the laptop, and then use the “Crop” tool to adjust it.
To replace the example of Ronaldo, I found this other Bruce Lee quote that talks a bit about the importance of applying your knowledge. So you have our Suite which has all the knowledge, but you also have to apply that knowledge and create content that is relevant. (we give you the data, we tell you what keywords to use in a specific topic)
And to replace about the “hard work to become a star” in your example, here he is saying that wantin is not enough (willingness) but you must do which represents the action the hard work.
You think it works?
Instead of characters, we can use here Logos or icons for each industry. Because this is related directly with user intention, and makes it redundant.