the content evolution by marcus tober #sejsummit
TRANSCRIPT
© Searchmetrics. All rights reserved. Do not distribute without permission.
Marcus Tober
London05/12/2015
The Content EvolutionMobile/Desktop – Entities/Keywords – User-Focus & more
@marcustober
“We’ve started using it in our social division. Now Searchmetrics is more valuable than ever before.”Sebastian Wenzel, Webanalyticsbook
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In love with SEO and search since 2001
Study of computer sciencein Berlin, so I‘m the techie!
Marcus Tober
@marcustober
Made with love in Berlin
165 passionate people
Innovator in SEO Software & more since 2005
Let‘s go back in time….
An SEO walks into a bar…
An SEO walks into a bar…
bars, beer garden, lounge,hangout hole, night club,mini bar, bar stool, tavern,pub, beer, whine, whiskey…
SEO VISIBILITY
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SEO Visibility - ehow.com
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Stock
-$2 Bn!
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KEYWO
RD2015M
achine Learning
boiled egg hard boiled egg recipehow long does it take
to boil an egg
June 2013
April 2014
March 2015
Related KWsMarch 2015
how to cook the perfect boiled egg
what is the best methodfor hard boiled eggs
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89% of Domains are literallyINVISIBLE
11% of Domains have SEO Visibility >10
DOMAIN VISIBILITY
DOMAIN VISIBILITY
Example
Nope
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ehow.com/how-does_5316451_long-boil-eggs.html
SNIPPET
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March 2015June 2013
9#
#34
1 Ranking !
25
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CONTENT OPTIMIZATION
Ø Market
eHow-URL
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CONTENT OPTIMIZATION
CHEAP FOOD HEREWE HAVE
EVERYTHING
Example
Dope
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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 WEBSITES464 #1
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SEO Visibility - thekitchn.com
March 2015
Content be good!
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CONTENT OPTIMIZATION
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CONTENT OPTIMIZATION
Data-Driven Approach
2015
Correlation ≠ Causation
49
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Redi
rect
sRANKING FACTORS 2015
1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829300
0.05
0.1
0.15
0.2
0.25
0.3
0.35
US-MOBILE 2015
Redirects
50
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Keyw
ord
in T
itle
(in %
)RANKING FACTORS 2015Keyword in Title
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RANKING FACTORS 2015Filesize
FILE
SIZE
52
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Evolution of „Mobile Friendly“ Search Results
06/2013 07/2014 11/2014 04/2015
• Faulty Redirects • Smartphone-only errors
Flash
“Mobile-friendly”
Mobile Friendlinessas a Worldwide
Ranking Signal
“#Mobilegeddon“
54
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Share of Mobile-Friendly URLs
After
Before
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
71%
68%
29%
32%
mobile-friendlynot mobile-friendly
*Basis: SERPs 1-3
Mobilegeddon,April 21st, 2015
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Share of not Mobile-Friendly URLs
SERP 3
SERP 2
SERP 1
0% 5% 10% 15% 20% 25% 30% 35% 40%
27%
26%
36%
30%
29%
37%
BeforeAfter
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Average Position Change of URLs
-0,21+0,20
not mobile-friendly mobile-friendly
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Mobilegeddon Loser UK
Desktop SEO Visibility Mobile SEO Visibility Mobile/Desktop Ratio
reddit.com 282584 163055 - 42%
ft.com 258356 151798 - 41%
thisismoney.co.uk 212420 142572 - 33%
collinsdictionary.com 130249 74673 - 43%
autoexpress.co.uk 121878 91935 - 25%
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Loser of the Google Mobile Update
-43%
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Loser of the Google Mobile Update
?
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DATA-DRIVEN APPROACH
SEO Today
Content Aspects:
• Content Strategy• Content Optimization• Content Success Measurement
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RANKING FACTORS 2015
1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829300
200
400
600
800
1000
1200
1400
1600
1800
2000
US-MOBILE 2015
US-MOBILE 2014
Word CountW
ord
Coun
t
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RANKING FACTORS 2015
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 29 300
50
100
150
200
250
US-MOBILE 2015
US-MOBILE 2014
Number of internal LinksN
umbe
r of i
nter
nal L
inks
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RANKING FACTORS 2015
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 29 300
5
10
15
20
25
US-MOBILE 2015
US-MOBILE 2014
Keywords in BodyKe
ywor
ds in
Bod
y
Search Results are DifferentDepending on Context
MOBILE SEO VISIBILITY
67
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Mobile SEO Visibility
My Project
Deep Insights for Devices Mobile
TAKEAWAYS
Technical Optimizationhelps to create Rankings…
(when done correctly)
1.
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EXAMPLE: SEO - BUT NO RELEVANT CONTENT
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EXAMPLE: SEO - BUT NO RELEVANT CONTENT
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EXAMPLE: SEO - BUT NO RELEVANT CONTENT
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EXAMPLE: SEO - BUT NO RELEVANT CONTENT
#1 No Rankings
TAKEAWAYS
Technical Optimizationhelps… but only
RELEVANT CONTENTcreates long-term Success!
1.
TAKEAWAYS
Technical Optimization
≠ Keyword Optimization
= Site Structure + Usability
1.
TAKEAWAYS
Don‘t provide
Keywords – provide
ANSWERS
2.
TAKEAWAYS
Content HOLISTIC
= context-based + user-focused
3.
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HOLISTIC and RELEVANT WEBSITES
SEO Today
* Search
EXPERIENCE
Optimization
Thank you@marcustober