seozone 2015 - marcus tober - ranking factors for mobile and desktop search

©Searchmetrics.Allrightsreserved.Donotdistributewithoutpermission. @marcustober

RankingFactorsforMobileandDesktopSearch.HowTheyDifferandHowMobileChanged

MarcusTober

Istanbul27.11.2015


slideshare.net/searchmetricsWantthispresentation?


Founder and CTOofSearchmetrics

Inlove with SEOand searchsince 2001

Studyof computer scienceinBerlin,soI‘m the techie!

MARCUSTOBER


Madewith love inBerlin

200passionate people

InnovatorinSEOSoftware&moresince 2005

SanMateoNewYorkLondon

Paris

Oursecretsauceisoursoftware

Industry’sbiggestdatabase

Mobile Visibility Local Mobile Rankings

Search VolumeDevice Distribution

Not only desktop data…


TheFutureis Now!


Let‘s go backintime….

AnSEOwalks into abar…

AnSEOwalks into abar…

bars,beergarden,lounge,hangouthole,nightclub,minibar,barstool,tavern,pub,beer,whine,whiskey…


The „old-fashioned“ way to do it


Today


SEO VISIBILITY


SEO Visibility - ehow.com


0

500.000

1.000.000

1.500.000

2.000.000

26.06.2011 18.12.2011 10.06.2012 26.05.2013 17.11.2013 11.05.2014 02.11.201402.01.2011 02.12.2012

SEO VisibilityStock

SE

O V

isib

ility

Time

Industry‘s Standard for Online Performance


KeywordASERP1

KeywordABSERP2

KeywordACSERP3

KeywordADSERP4

KeywordAESERP5

3.5.

2.

9.

3.

LandingPage1 LandingPage2 LandingPage3 LandingPage4 LandingPage5

ContentA ContentAB ContentACContent

AD ContentAE

12.16.

2005


2015 KeywordASERP1

KeywordABSERP2

KeywordACSERP3

KeywordADSERP4

KeywordAESERP5

3.5.

2.

9.

3.

ContentA

ContentABContentAC

ContentAD

ContentAE

optimizes contentdoesn‘toptimize

LandingPage1

LandingPage2

ContentADContentAE


STOP– what about this?

usersstilltypekeywordsinhere…


ANSWER:Hummingbird

„precise and fast“


HUMMINGBIRD Pre-

QuerySERP

C

SERP A

SERP B

SERP Y

SERP J

SERP I

SERP H

SERP G

SERP FSERP L

SERP K

SERP M

SERP N

SERP O

SERP P

SERP Q

SERP R

SERP S

SERP T

SERP U

SERP V

SERP Z

SERP X


HUMMINGBIRD

SERP R

Post-

QuerySERP

C

SERP A

SERP B

SERP Y

SERP J

SERP I

SERP H

SERP G

SERP FSERP L

SERP K

SERP M

SERP N

SERP O

SERP P

SERP Q

SERP S

SERP T

SERP U

SERP V

SERP X

SERP Z

ExampleHow Hummingbird influencesSearchResults


boiledegg hard boiledeggrecipehow long does it take

to boil anegg

©Searchmetrics.Allrightsreserved.Donotdistributewithoutpermission. @marcustoberNovember2015


what is the best methodfor hard boiled eggs

Related KWsNovember2015

how to cook theperfect boiled egg


89%ofDomainsareliterallyINVISIBLE

11%ofDomainshaveSEOVisibility>5/>10

DOMAINVISIBILITY

DOMAINVISIBILITY

ExampleHolistic Website


thekitchn.com/how-to-boil-eggs-perfectly-every-time…

KeywordDensity „boiled eggs“


HOLISTIC WEBSITES


HOLISTICWEBSITES 464#1


SEOVisibility - thekitchn.com

20142011 2015

Image

Image

Image

Image

Content

ContentImage

Video

Content/Structure


DATA-DRIVENAPPROACH


Correlation ≠Causation


CorrelationvsAverages𝜌"#$% = 0.00

𝜌"#$) = 0.00

Ø=96%

Ø=20%

Share/C

ountof…

Ranking


RANKINGFACTORS2015RankCorrelation Top30

Google.com


DISRUPTIONOFTECHNOLOGY

MobileDesktop Laptop Tablet

WORK ENTERTAINMENT ALWAYS


Gameover…?


Infact,moreGooglesearchestakeplaceonmobiledevicesthanoncomputersin10countriesincludingtheUSandJapan.”

Google:May05,2015

“

RiseofMobile


Let‘s go backintime!


71%

68%

29%

32%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

After

Before

mobile-friendly

not mobile-friendly

*Basis: Searchmetrics Research Cloud SERPs 1-3

Shareof Mobile-Friendly URLs

Mobilegeddon,April 21st, 2015

Example 1Mobilegeddon Recoveries


Reddit.com- April2015

?


-36%

MobileUpdate


SAME URL ≠

Mobile

Desktop

Rankings…1……2……3……4……5……6……7……8……9……10…


September 2015: still not mobile-friendly

But:


MOBILE SEPARATE URL =

MobileDesktop

Rankings…1……2……3……4……5……6……7……8……9……10…


MobileUpdate

MOBILE SEPARATE URL

Recovered!

Example 2Mobilegeddon Recoveries


-31%


April 2015Not mobile-friendly

September 2015mobile-friendly

last.fm

xRecovered!


ButwhatarethedifferencesbetweenDesktopandMobile?


Mobile vs. DesktopRANKING FACTORS

2015

Mobile Desktop≠searchmetrics.com/mobile2015 www.searchmetrics.com/us2015

Humans likeorder!

BulletPoints/Lists

§ Text§ Text§ Text

1. Text2. Text3. Text

Unordered List Ordered List


PresenceofUnorderedList

65%

67%

69%

71%

73%

75%

77%

79%

81%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Mobile

RANKING FACTORS

2015

𝜌*+,-./ = 0.08

MOBILE


PresenceofUnorderedList

35%40%45%50%55%60%65%70%75%80%85%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Mobile Desktop

RANKING FACTORS

2015

𝜌*+,-./ = 0.08

MOBILE

𝜌1/234+5 = 0.07~30%


Structureofelements:MobilevsDesktop


NumberofInteractiveElements

0

50

100

150

200

250

300

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Mobile Desktop

RANKING FACTORS

2015Menus,Buttons,etc.

𝜌1/234+5 = 0.10

𝜌*+,-./ = 0.08

MOBILE


ØFontSizeEntirePage

12,00

12,50

13,00

13,50

14,00

14,50

15,00

15,50

16,00

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

POST Mobilegeddon PRE Mobilegeddon Desktop

RANKING FACTORS

2015

𝜌89:; = 0.03

𝜌8=> = 0.02

MOBILE


Browsingisdifferent:MobilevsDesktop

URL/TabsURL/Tabs?


Browsingisdifferent:MobilevsDesktop


LINKS?

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


NumberofBacklinks

0

2000

4000

6000

8000

10000

12000

14000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Mobile Desktop

RANKING FACTORS

2015

𝜌1/234+5 = 0.28

𝜌*+,-./ = 0.11

MOBILE

ØDesktop =2.500ØMobile =1.500


Backlinks:MobilevsDesktop


NumberofInternalLinks

020406080

100120140160180200

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Mobile Desktop

RANKING FACTORS

2015

𝜌1/234+5 = 0.09

𝜌*+,-./ = 0.03

MOBILE

ØDesktop =132

ØMobile =86

DON‘T DO!


Sitespeed

0,95

1,00

1,05

1,10

1,15

1,20

1,25

1,30

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Mobile Desktop

RANKING FACTORS

2015

𝜌1/234+5 = 0.04

𝜌*+,-./ = 0.08

MOBILE

No speed:no experience


WordCount

0

200

400

600

800

1.000

1.200

1.400

1.600

1.800

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Mobile 2015 PRE-Mobilegeddon Desktop 2015 Mobile 2014

RANKING FACTORS

2015

𝜌1/234+5 = 0.07

𝜌*+,-./ = 0.02

MOBILE

ØDesktop =1.140

ØMobile =812


WordCount:MobilevsDesktop


RelevantTerms

0%

10%

20%

30%

40%

50%

60%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Mobile Desktop

RANKING FACTORS

2015

𝜌1/234+5 = 0.15

𝜌*+,-./ = 0.09

MOBILE

ØDesktop =49%

ØMobile =46%


Semantic ContentOptimizationItisallabouttheconsumerintent andnotkeywords anymore

Basis:SearchmetricsSuite– Feature:„ContentOptimization“


Mobile vs. Desktop

Mobile Desktop

DIFFERENCES?


Akeyword that hasahigher search volume

inmobilesearch

?

CallMom


KeywordDeviceDistribution


ExampleforKeywordDeviceDistribution


It‘s different!


IndustryStandardforUnderstandingPerformance

LongestrunningrecordofGoogle™data.

Mostinputs.MorethanjustSEO

Onlyplatformwithtransactionalsearchdata

HistoricalData

LargestDataSet

InterpretCustomerIntent

AppleWatch

Thankyou

seozone 2015 - marcus tober - ranking factors for mobile and desktop search

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