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Marcus Tober
Ostrava, Czech Republic
21st October, 2016
SEO HAS CHANGED FOREVER
WHY USER SIGNALS AND CONTENT RELEVANCE
BECAMETHE MOST IMPORTANT RANKING FACTORS
• 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
searchmetrics.com/ostrava2016
Get the Slides!
4
THE FUTURE IS
DATA (SCIENCE)
DRIVEN
5
INTWENTYYEARS,THEREWILL BE NO
VEHICLES DRIVEN BY HUMANS ANYMORE.
STATIC FLEXIBLE ADAPTABLE?
THE EVOLUTION OF RANKING FACTORS
In the past In the present In the future
Be Formless.
Shapeless.
Like water.
Water can flow. Or it can crash.
RANK 1
If someone searches for: How to make a plumb line
RANK 42
Checklist
Definition
Instruction
Religion?
Be water, my friend.
Updates/Algorithm Changes
Machine Learning/Rankbrain
Rankings
Search is flexible now
Ranking Factors
Relevance Evaluation
ALGORITHM
Users
Geoffrey Hinton
a.k.a.
“The Godfather of
Deep Learning”
Leading Researcher, Google
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…
IMAGINE EMPTY SPACE
Every word gets a position in space
Cologne
Hamburg
Berlin
Munich
Visualizing RankBrain
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
Queries and results get a position in space
Q
Result Scoring
R
R
Good results rank better based on proximity
Visualizing RankBrain
Google Home
Introducing NEW RANKING FACTORS 2016 –
coming in November…
Google.com
*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?
BUT
Content needs to be different
depending on User Intention
500
1,000
1,500
2,000
2,500
3,000
1 3 5 7 9 11 13 15 17 19
Desktop 2016 Desktop 2015
Ø Top10 2016: 1,633
2015 : 1,285
𝜌2015 = 0.07
𝜌2016 = 0.05
+21%
Word Count
Google.com
If someone searches for: best short hairstyles
What they probably want to see is less text are more images
or image galleries
If someone searches for: Plato´s allegory of the cave
What they probably want to see is valid and structured info
and more text
If someone searches for: x-box unboxing
What they probably want to see is a video and no text
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
?
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
1 3 5 7 9 11 13 15 17 19
Desktop 2016
Click-Through Rate
𝜌 = 0.46
Google.com
0
50
100
150
200
250
300
350
400
1 3 5 7 9 11 13 15 17 19
Desktop 2016
Time on Site
Seconds
𝜌 = 0.11
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.
0%
10%
20%
30%
40%
50%
60%
70%
1 3 5 7 9 11 13 15 17 19
Desktop 2016 Desktop 2015
Ø Top10 2016: 45%
2015 : 14%+31%
HTTPS
𝜌 = 0.19
Google.com
AlgorithmDesire
• Answer to questions
• Best User Experience
• Smooth User Journey
• Crawlability
• Technical requirements
• Evaluation of Relevance
Online-Content
Relevance for Human AND Machine
Content-Relevance
can be analyzed by structure
AND
It actually has the
highest impact on rankings
Content Structure
Landing Page
XXXXXXXXXXXXXXXXXX
XKEYWORDXXXXXXXXX
XXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXX
XXXXXXXXXKEYWORDX
XXXXXXXXXXXXXXXXXX
Image
Image
XXXXXXXXXXXXXXXXXX
XKEYWORDXXXXXXXXX
XXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXX
XXXXXXXXXKEYWORDX
XXXXXXXXXXXXXXXXXXXXXXXXX
XKEYWORDXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXKEYWORDXXXX
XXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXX
search query
Relevance of content without keywords to search query
Remove keywords from text
search query = keyword
Content Relevance
NEW Factor 2016
0.10
0.11
0.12
0.13
0.14
0.15
0.16
0.17
0.18
0.19
1 3 5 7 9 11 13 15 17 19
Desktop 2016
Content Relevance
NEW Factor 2016
𝜌 𝐷𝑒𝑠𝑘𝑡𝑜𝑝 = 0.04
Google.com
Marcus Tober - SEO Has Changed Forever – Why User Signals and Content Relevance Became the Most Important Ranking Factors
Topic ExplorerTOPIC:
„security system“
Topic Explorer
„security system“
YELLOW
„[…]camera system“
BLUE
TOPIC:
„security system“
Search Intention
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
Relevant Terms and PhrasesTOPIC:
„security system“
Searchmetrics Content Experience Suite
1.
2.
3.
“Knowing is not enough,
we must apply.
Willing is not enough,
we must do!”
Bruce Lee
1. ACTION
You are aware you need to create good content, but being aware is not
enough. You have to take action.
2. EFFORT
And even if you really want to be successful but you don’t apply the most
effort you can, you won’t be successful.
3. DATA
Without a clear knowledge of what to do, action is based on guesswork.
Use the best information/source you can get.
But I still haven‘t found what I‘m looking for!
Health E- Commerce Finance
Travel Media
Different Industries, Different Ranking Factors
WHY?
Because each Industry has to deal with different
Search Intentions.
Spender Backpacker Intellectual
User Intention
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
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
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
Search Query & Expectations
Example: „costume ideas“
???
http://www.today.com/style/61-awesome-
halloween-costume-ideas-its-not-too-late-steal-
t2741
Rank #1
60+ part image gallery
Short description
Links to relevant pages
High Social Engagement
User Intention = Inspiration!
✓
✓
✓
✓
Search Query & Expectations
Example: „costume ideas“
https://www.savers.com/halloween/costumes/all
Rank #16
14 costume suggestions
No product texts
General footer text
User Intention ≠ Shopping!
✗
✗
✗
Search Query & Expectations
Example: „costume ideas“
Different Industries
Different Ranking Factors
Health E- Commerce Finance
1,000
1,200
1,400
1,600
1,800
2,000
2,200
2,400
2,600
2,800
3,000
1 3 5 7 9 11 13 15 17 19
Finance
Word Count
T10 Ø: 1717
Correlation: 0.01
Google.com
1,000
1,200
1,400
1,600
1,800
2,000
2,200
2,400
2,600
2,800
3,000
1 3 5 7 9 11 13 15 17 19
eCommerce Health Finance
Word Count
T10 Ø: 2071 2474 1717
Correlation: 0.02 0.14 0.01
Google.com
1,000
1,200
1,400
1,600
1,800
2,000
2,200
2,400
2,600
2,800
3,000
1 3 5 7 9 11 13 15 17 19
eCommerce Health Finance Desktop 2016
Word Count
T10 Ø: 2071 2474 1717 1633
Correlation: 0.02 0.14 0.01 -0.01
Ø
Google.com
50
70
90
110
130
150
170
190
210
230
250
1 3 5 7 9 11 13 15 17 19
Finance
Internal Link Count
T10 Ø: 102
Correlation: 0.05
Google.com
50
70
90
110
130
150
170
190
210
230
250
1 3 5 7 9 11 13 15 17 19
eCommerce Health Finance
Internal Link Count
T10 Ø: 219 143 102
Correlation: 0.06 0.14 0.05
Google.com
50
70
90
110
130
150
170
190
210
230
250
1 3 5 7 9 11 13 15 17 19
eCommerce Health Finance Desktop 2016
Internal Link Count
T10 Ø: 219 143 102 126
Correlation: 0.06 0.14 0.05 -0.07
Ø
Google.com
0%
10%
20%
30%
40%
50%
60%
1 3 5 7 9 11 13 15 17 19
eCommerce Health
Keyword in Title
T10 Ø: 43% 44%
Correlation: -0.11 -0.06
Google.com
0%
10%
20%
30%
40%
50%
60%
1 3 5 7 9 11 13 15 17 19
eCommerce Health Finance
Keyword in Title
T10 Ø: 43% 44% 30%
Correlation: -0.11 -0.06 -0.02
Google.com
0%
10%
20%
30%
40%
50%
60%
1 3 5 7 9 11 13 15 17 19
eCommerce Health Finance Desktop 2016
Keyword in Title
T10 Ø: 43% 44% 30% 54%
Correlation: -0.11 -0.06 -0.02 -0.04
Ø
Google.com
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29
eCommerce
Referring Domains
T10 Ø: 272736
Correlation: 0.20
Google.com
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29
eCommerce Health
Referring Domains
T10 Ø: 272736 99526
Correlation: 0.20 0.02
Google.com
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29
eCommerce Health Finance
Referring Domains
T10 Ø: 272736 99526 38728
Correlation: 0.20 0.21 -0.02
Google.com
Machine Learning Rank Brain Content Relevance
? ? ? ? ? ? ?
Backlinks
In times of self-evolving Machine Learning/Deep Learning algorithms, backlinks just
become one out of many many other factors
SO…
SEO tactics have died and Traditional Ranking Factors are fading away
However…
Traditional Ranking Factors
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
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.
Good site architecture
Relevant link structure
Basic tag usage and structure
Page Load Time
Basic technics features are still important
0
20
40
60
80
100
120
140
160
1 3 5 7 9 11 13 15 17 19
Desktop 2016 Mobile 2016
Ø Top10 Desktop: 126
Ø Top10 Mobile : 71
Internal Link Count
Google.com
6
7
8
9
1 3 5 7 9 11 13 15 17 19
Desktop 2016 Mobile 2016
Ø Top10 Desktop: 7.84 sec
Ø Top10 Mobile : 6.98 sec
Page load time
Seconds Google.com
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 3 5 7 9 11 13 15 17 19
Desktop 2016 Mobile 2016
Ø Top10 Desktop: 85%
Ø Top10 Mobile : 75%
Page has H1
Google.com
HOW TO STAY RELEVANT?
Strategic (technical ) Factors
Industry Specific Factors
“Adapt what is useful, reject what is useless,
and add what is specific your own”
Bruce Lee
Quality, Relevance and Uniqueness of Content
Be water, my friend.
searchmetrics.com/ostrava2016

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Marcus Tober - SEO Has Changed Forever – Why User Signals and Content Relevance Became the Most Important Ranking Factors

Notas do Editor

  1. Customizable (Right Click – Change Picture for a different Screen) Animated
  2. Customizable (Right Click – Change Picture for a different Screen) Animated
  3. Customizable (Right Click – Change Picture for a different Screen) Animated
  4. Customizable (Right Click – Change Picture for a different Screen) Animated
  5. Customizable (Right Click – Change Picture for a different Screen) Animated
  6. 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?
  7. Ohne wiki
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  12. The Screenshot can be applied center over the screen of the laptop, and then use the “Crop” tool to adjust it.
  13. 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?
  14. 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.
  15. Ohne wiki
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