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Marcus Tober 2017 SMX Advanced Seattle - Ranking Factors

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Marcus Tober's slides from SMX Advance Seattle: The Periodic Table of Ranking Factors - 2017 Edition

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Marcus Tober 2017 SMX Advanced Seattle - Ranking Factors

  1. 1. #SMX @MarcusTober SMX Advanced, Seattle June 13th, 2017 THE PERIODIC TABLE OF SEO RANKING FACTORS 2017 EDITION Us Tc Ux Bk So Co
  2. 2. @MarcusTober#SMX M A R C U S T O B E R SEARCHMETRICS- THE CONTENT EXPERIENCE Founder and CTO of Searchmetrics • Studied computer science in Berlin, so I´m the Techie! • In love with SEO and SEARCH since 2001
  3. 3. @MarcusTober#SMX Searchmetrics MADE WITH LOVE IN BERLIN • Innovator in SEO Software since 2005 • More than 220 passionate people
  4. 4. @MarcusTober#SMX Two Approaches to Analyze RANKING FACTOR 1 General Trends 2 Individual Peculiarities
  5. 5. @MarcusTober#SMX 1. General Trends FROM GENERAL TO INDIVIDUAL
  6. 6. @MarcusTober#SMX RANKING FACTORS - DATA SET RANKING FACTORS Big Data Searchmetrics Research Cloud Search Terms Top search terms by search volume Google Positions Top Google Positions Ranking Factors 100+ Ranking Factors
  7. 7. Health + Finance + eCommerce + Media + Travel etc. Overall Ranking FactorsGENERAL NICHE Our NEW Ranking Factors Approach GENERAL vs INDUSTRY vs NICHE INDUSTRY Recipes/ SEO/ Celebrity News/ Dating/ Weather Forecast etc. broad specific
  8. 8. Health + Finance + eCommerce + Media + Travel Overall Ranking Factors NICHE Our NEW Ranking Factors Approach GENERAL vs INDUSTRY vs NICHE INDUSTRY Recipes/ SEO/ Celebrity News/ Dating/ Weather Forecast GENERAL
  9. 9. #SMX @MarcusTober Technical Tc 1
  10. 10. @MarcusTober#SMX Page Load Time (sec) RANKING FACTORS 2017-US Technical Tc 1 50% 150% 250% 350% 450% 550% 650% 750% 850% 1 3 5 7 9 11 13 15 17 19 Desktop 2016 #REF! Desktop 2017 5.8s Top 10- 2017 7.8s Top 10- 2016 Pages load 2 seconds faster than last year.
  11. 11. #SMX @MarcusTober LEARNING 1 Technical optimization improves 1
  12. 12. @MarcusTober#SMX Keyword in Title RANKING FACTORS 2017-US 40% 45% 50% 55% 60% 65% 70% 75% 80% 1 3 5 7 9 11 13 15 17 19 Desktop 2015 Desktop 2016 Desktop 2017 48% Top 10- 2017 55% Top 10- 2016 75% Top 10- 2015 Webmasters are finally skipping keyword usage as a strategy.
  13. 13. #SMX @MarcusTober LEARNING Keywords continue to lose relevance 2
  14. 14. #SMX @MarcusTober User Experience Ux 2
  15. 15. @MarcusTober#SMX Number of Images RANKING FACTORS 2017-US User Experience Ux 2 0 1 1 2 2 3 1 3 5 7 9 11 13 15 17 19 Desktop 2016 Desktop 2017 2 Top 10- 2017 1.5 Top 10- 2016 Webmasters are using more and more images.
  16. 16. #SMX @MarcusTober LEARNING User Experience is improving 3
  17. 17. #SMX @MarcusTober Content Co 3
  18. 18. @MarcusTober#SMX Word Count RANKING FACTORS 2017-US Content Co 3 1.000 1.200 1.400 1.600 1.800 2.000 2.200 1 3 5 7 9 11 13 15 17 19 Desktop 2015 Desktop 2016 Desktop 2017 1,900 1,600 Top 10- 2016 1,300 Top 10- 2015 Content is becoming longer and longer. Top 10- 2017
  19. 19. #SMX @MarcusTober LEARNING Content becomes longer and longer 4
  20. 20. #SMX @MarcusTober BUT …is it just the size that matters?
  21. 21. @MarcusTober#SMX Content Relevance as a Ranking Factor RANKING FACTOR Content Score: 85% Content Score: 50% #1 #21 avocado health benefits
  22. 22. @MarcusTober#SMX Content Relevance as a Ranking Factor RANKING FACTOR Position: #1 Content Score: 85% #SMX @MarcusTober
  23. 23. @MarcusTober#SMX Content Relevance as a Ranking Factor RANKING FACTOR Content Score: 50% Position: #22 #SMX @MarcusTober
  24. 24. @MarcusTober#SMX Content Score Relevant Content is a Ranking Factor Google Position 10% 20% 30% 40% 50% 60% 70% 80% 90% 1 3 5 7 9 11 13 15 17 19 𝜌 = 0.43 Average Score The higher a page ranks, the higher the Content Score!
  25. 25. #SMX @MarcusTober LEARNING Content needs to be relevant to the user intention 5
  26. 26. @MarcusTober#SMX 2. Individual Peculiarities Different audiences, different needs
  27. 27. Health + Finance + eCommerce + Media + Travel Overall Ranking FactorsGENERAL NICHE Ranking Factors Approach GENERAL vs INDUSTRY vs NICHE INDUSTRY Recipes /SEO/Celebrity News/Dating/Weather Forecast
  28. 28. @MarcusTober#SMX Different Industries – Different Ranking Factors Industry Ranking Factors eCommerce Finance Health Media Travel Download for free: searchmetrics.com/industry-factors
  29. 29. @MarcusTober#SMX Different Industries – Different Ranking Factors eCommerce Finance Health Media Travel
  30. 30. @MarcusTober#SMX People want to feel safe… especially when it comes to money Finance Ranking Factors
  31. 31. @MarcusTober#SMX Different Industries – Different Ranking Factors HTTPS #SMX @MarcusTober
  32. 32. @MarcusTober#SMX tax calculator Different Industries – Different Ranking Factors HTTPS #SMX @MarcusTober 7 pages WITH HTTPS on the 1st page! Only 1 page WITHOUT HTTPS. Would YOU hand over sensitive financial data?
  33. 33. @MarcusTober#SMX HTTPS RANKING FACTORS 2017-US Technical Tc 1 10% 20% 30% 40% 50% 60% 1 3 5 7 9 11 13 15 17 19 Finance Travel 23% Top 10- Travel 46% Top 10- Finance Much more HTTPS in Finance than in Travel.
  34. 34. @MarcusTober#SMX Different Industries – Different Ranking Factors HTTPS #SMX @MarcusTober arctic cruiseNone of the top URLs use HTTPS! Why use HTTPS for Travel (offer landing) pages?
  35. 35. #SMX @MarcusTober#SMX @MarcusTober
  36. 36. @MarcusTober#SMX People want more Images and more info… especially when it comes to Travel Industry RankingFacotrs
  37. 37. @MarcusTober#SMX Number of Images RANKING FACTORS 2017-US User Experience Ux 2 0 1 2 3 1 3 5 7 9 11 13 15 17 19 Finance Spalte2 Travel 2.15 Top 10- Travel 0.92 Top 10- Finance Much more images in Travel than in Finance.
  38. 38. @MarcusTober#SMX Avg. Word Count RANKING FACTORS 2017-US User Experience Ux 2 0 500 1.000 1.500 2.000 2.500 3.000 3.500 1 3 5 7 9 11 13 15 17 19 Finance Spalte2 Travel 2,700 Top 10- Travel 1,800 Top 10- Finance Much more Content in Travel than in Finance.
  39. 39. @MarcusTober#SMX Different Industries – Different Ranking Factors Industry Ranking Factors 40 #SMX cheap airline tickets #SMX @MarcusTober
  40. 40. @MarcusTober#SMX Different Industries – Different Ranking Factors Industry Ranking Factors 41 #SMX @MarcusTober Images 13 ; Word Count 733 #SMX @MarcusTober
  41. 41. @MarcusTober#SMX Different Industries – Different Ranking Factors Industry Ranking Factors 42 #SMX foreign exchange #SMX @MarcusTober
  42. 42. @MarcusTober#SMX Different Industries – Different Ranking Factors Industry Ranking Factors 43 #SMX Images 0 / Word Count 87 #SMX @MarcusTober
  43. 43. @MarcusTober#SMX Different Industries – Different Ranking Factors Industry Ranking Factors 44 Images: 0 Word Count: 87 Images: 13 Word Count: 733 HUGE differences in image & word count! But both URLs rank on #1! „Cheap Airline Tickets“„Foreign Exchange“
  44. 44. @MarcusTober#SMX Specialize your content to be successfull Learning User intention is different depending on industry/ niche
  45. 45. Recipes /SEO/Celebrity News/Dating/Weather Forecast Health + Finance + eCommerce + Media + Travel Overall Ranking FactorsGENERAL Ranking Factors Approach GENERAL vs INDUSTRY vs NICHE INDUSTRY NICHE
  46. 46. #SMX @MarcusTober@MarcusTober#SMX SEO BlogsDating Platforms Niche RANKING FACTORS Recipes
  47. 47. #SMX @MarcusTober@MarcusTober#SMX Each NICHE has to deal with different SEARCH INTENTIONS RANKING FACTORS USER WANTS TO: Find the best platform USER WANTS: Information and analyses USER WANTS: Easy and structured guidance
  48. 48. @MarcusTober#SMX HTTPS RANKING FACTORS 2017-US Technical Tc 1 0% 10% 20% 30% 40% 50% 60% 70% 80% 1 3 5 7 9 11 13 15 17 19 Dating SEO Recipes 34% 62% Top 10- SEO 18% Top 10- Recipes Very different spread of HTTPS in niches. Top 10- Dating
  49. 49. @MarcusTober#SMX # of Keywords the URL ranks for RANKING FACTORS 2017-US Content Co 3 0 500 1.000 1.500 2.000 2.500 3.000 1 3 5 7 9 11 13 15 17 19 Dating SEO Recipes 1.444 325 Top 10- SEO 474 Top 10- Recipes Top Dating sites are ranking for many keywords Top 10- Dating
  50. 50. @MarcusTober#SMX how to tell if a guy likes you # of Keywords the URL ranks for – Dating Over 1,300 Keywords – 118 of them on #1!
  51. 51. @MarcusTober#SMX Top Sites per Niche/ #Keywords Niche Ranking Factors 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% connectingsingles.com mingle2.com spark.com mate1.com pof.com datehookup.com askmen.com okcupid.com eharmony.com match.com % of Keywords
  52. 52. @MarcusTober#SMX seo marketing # of Keywords the URL ranks for – SEO Over 1,900 Keywords – 101 of them on #1!
  53. 53. @MarcusTober#SMX Top Sites per Niche/ #Keywords Niche Ranking Factors 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% lifewire.com backlinko.com googleblog.com yoast.com wordstream.com seroundtable.com searchenginewatch.com searchenginejournal.com google.com moz.com searchengineland.com % ofKeywords
  54. 54. @MarcusTober#SMX Has Microdata (Schema.org) RANKING FACTORS 2017-US Technical Tc 1 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 3 5 7 9 11 13 15 17 19 Dating SEO Recipes 34% 60% Top 10- SEO 89% Top 10- Recipes Recipes has most Microdata integrations. Top 10- Dating
  55. 55. @MarcusTober#SMX Different Niches – Different Ranking Factors Niche Ranking Factors 56 #SMX#SMX @MarcusTober 8 out of the top 10 organic results have Schema integrations!
  56. 56. @MarcusTober#SMX Different Niches – Different Ranking Factors Niche Ranking Factors 57 #SMX#SMX @MarcusTober Just TWO URLs on the first page have Schema integrations!
  57. 57. @MarcusTober#SMX Use only what is necessary/ relevant for your audience Learning User intention is different depending on industry/ niche
  58. 58. #SMX @MarcusTober Publish and Forget?
  59. 59. #SMX @MarcusTober • More content • Video • Infographic • Lists Content Updates Example searchengineland.com/guide/what-is-seo 2010 TODAY #SMX @MarcusTober
  60. 60. #SMX @MarcusTober Content Score Keyword “SEO” 2010 TODAY Content Score: 78% Word Count: 873 Content Score: 64% Word Count: 701 #SMX @MarcusTober
  61. 61. #SMX @MarcusTober 1. Specialize Content 2. Update Content 3. Technical Optimization RANKING FACTORS #SMX @MarcusTober Content needs be tailored to your audience, constantly updated and be accessible by search engines Keep in mind!
  62. 62. #SMX @MarcusTober Live Long and Prosper Download slides: searchmetrics.com/seattle2017

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