Presentation by Daniel Furch at SMX Milan 2015

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The Periodic Table Of
SEO Ranking Factors: 2015/16 Edition
DANIEL FURCH
Milan
11/12/2015

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Head of Content Marketing
Searchmetrics
Study of Linguistics and
Literature in Berlin
Not a classic SEO,
but I love Data
DANIEL FURCH

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Made with love in Berlin
>180 passionate people
Innovator in SEO Software & more
since 2005
San Mateo
New York
London
Paris

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Differences from #1 to #30 / 10,000 Keywords

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Correlation vs Averages
𝜌2014 = 0.00
𝜌2015 = 0.00
Ø = 96%
Ø = 20%
Share/Countof…
Ranking

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Correlation ≠ Causation

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RANKING FACTORS 2015
Rank Correlation Top 30
Google.com

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RANKING FACTORS 2015
Rank Correlation Top 30
Google.com

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Decline of (poor content) keyword domains

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Search Engine Optimzation Search Experience Optimzation
Experience
1.
2.
3.
4.
5.
etc.
Algorithm

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RANKING FACTORS 2015
Rank Correlation Top 30
Google.com

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17. LINKS?
Where we‘re going, we don‘t need LINKS.

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20. RANKING FACTORS 2015
Rank Correlation Top 30
Google.com

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User Signals

22. 100%
50%
0%
Is the User happy?

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Humans like order!

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Structure: Bullet Points / Lists
 Lorem
 Ipsum
 Dolor
1. Lorem
2. Ipsum
3. Dolor
Unordered List Ordered List
Lorem ipsum dolor sit amet, consetetur sadipscing
elitr, sed diam nonumy eirmod tempor invidunt ut
labore et dolore magna aliquyam erat, sed diam
voluptua. At vero eos et accusam et justo duo
dolores et ea rebum. Stet clita kasd gubergren, no
sea takimata sanctus est Lorem ipsum dolor sit amet.
Lorem ipsum dolor sit amet, consetetur sadipscing
elitr, sed diam nonumy eirmod tempor invidunt ut
labore et dolore magna aliquyam erat, sed diam
voluptua. At vero eos et accusam et justo duo
dolores et ea rebum. Stet clita kasd gubergren, no
sea takimata sanctus est Lorem ipsum dolor sit amet.
Text

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+10%

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RANKING FACTORS 2015
Rank Correlation Top 30
Google.com

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#1 no man‘s land

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SEO Visibility

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SEO Visibility

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+~5%

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„You shall know a keyword by the company it keeps”
(Firth, 1957)
What’s behind?

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thekitchn.com/how-to-boil-eggs-perfectly-every-time…
Keyword Density „boiled eggs“

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HOLISTIC WEBSITES

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HOLISTIC WEBSITES
464 #1

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SEO Visibility - thekitchn.com

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20142011 2015
Image
Image
Image
Image
Content
Content
Image
Video
Content/
Structure

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Get the paper!
RANKING FACTORS
2015
searchmetrics.com/us2015
TAKEAWAYS
Technical Content
Structure
Track + Improve
Continuously!
User Experience
Classic SEO Measures Holistic / Relevant / Topics
(Description, Tags, Sitespeed) (No Keyword Focus, Larger)
(Internal Links, Visual Structure)

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THANK YOU!
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