seozone 2015 - marcus tober - ranking factors for mobile and desktop search
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RankingFactorsforMobileandDesktopSearch.HowTheyDifferandHowMobileChanged
MarcusTober
Istanbul27.11.2015
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slideshare.net/searchmetricsWantthispresentation?
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Founder and CTOofSearchmetrics
Inlove with SEOand searchsince 2001
Studyof computer scienceinBerlin,soI‘m the techie!
MARCUSTOBER
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Madewith love inBerlin
200passionate people
InnovatorinSEOSoftware&moresince 2005
SanMateoNewYorkLondon
Paris
Industry’sbiggestdatabase
Mobile Visibility Local Mobile Rankings
Search VolumeDevice Distribution
Not only desktop data…
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Let‘s go backintime….
AnSEOwalks into abar…
bars,beergarden,lounge,hangouthole,nightclub,minibar,barstool,tavern,pub,beer,whine,whiskey…
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The „old-fashioned“ way to do it
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SEO Visibility - ehow.com
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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
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KeywordASERP1
KeywordABSERP2
KeywordACSERP3
KeywordADSERP4
KeywordAESERP5
3.5.
2.
9.
3.
LandingPage1 LandingPage2 LandingPage3 LandingPage4 LandingPage5
ContentA ContentAB ContentACContent
AD ContentAE
12.16.
2005
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2015 KeywordASERP1
KeywordABSERP2
KeywordACSERP3
KeywordADSERP4
KeywordAESERP5
3.5.
2.
9.
3.
ContentA
ContentABContentAC
ContentAD
ContentAE
optimizes contentdoesn‘toptimize
LandingPage1
LandingPage2
ContentADContentAE
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STOP– what about this?
usersstilltypekeywordsinhere…
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ANSWER:Hummingbird
„precise and fast“
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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
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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
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boiledegg hard boiledeggrecipehow long does it take
to boil anegg
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what is the best methodfor hard boiled eggs
Related KWsNovember2015
how to cook theperfect boiled egg
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89%ofDomainsareliterallyINVISIBLE
11%ofDomainshaveSEOVisibility>5/>10
DOMAINVISIBILITY
DOMAINVISIBILITY
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thekitchn.com/how-to-boil-eggs-perfectly-every-time…
KeywordDensity „boiled eggs“
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HOLISTICWEBSITES 464#1
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SEOVisibility - thekitchn.com
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Correlation ≠Causation
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CorrelationvsAverages𝜌"#$% = 0.00
𝜌"#$) = 0.00
Ø=96%
Ø=20%
Share/C
ountof…
Ranking
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RANKINGFACTORS2015RankCorrelation Top30
Google.com
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DISRUPTIONOFTECHNOLOGY
MobileDesktop Laptop Tablet
WORK ENTERTAINMENT ALWAYS
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Infact,moreGooglesearchestakeplaceonmobiledevicesthanoncomputersin10countriesincludingtheUSandJapan.”
Google:May05,2015
“
RiseofMobile
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Let‘s go backintime!
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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
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Reddit.com- April2015
?
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SAME URL ≠
Mobile
Desktop
Rankings…1……2……3……4……5……6……7……8……9……10…
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September 2015: still not mobile-friendly
But:
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MOBILE SEPARATE URL =
MobileDesktop
Rankings…1……2……3……4……5……6……7……8……9……10…
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MobileUpdate
MOBILE SEPARATE URL
Recovered!
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April 2015Not mobile-friendly
September 2015mobile-friendly
last.fm
xRecovered!
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ButwhatarethedifferencesbetweenDesktopandMobile?
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Mobile vs. DesktopRANKING FACTORS
2015
Mobile Desktop≠searchmetrics.com/mobile2015 www.searchmetrics.com/us2015
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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
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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%
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Structureofelements:MobilevsDesktop
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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
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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
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Browsingisdifferent:MobilevsDesktop
URL/TabsURL/Tabs?
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Browsingisdifferent:MobilevsDesktop
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LINKS?
Where we‘re going,we don‘t need LINKS.
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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
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Backlinks:MobilevsDesktop
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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
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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
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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
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WordCount:MobilevsDesktop
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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%
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Semantic ContentOptimizationItisallabouttheconsumerintent andnotkeywords anymore
Basis:SearchmetricsSuite– Feature:„ContentOptimization“
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Mobile vs. Desktop
Mobile Desktop
DIFFERENCES?
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Akeyword that hasahigher search volume
inmobilesearch
?
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KeywordDeviceDistribution
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ExampleforKeywordDeviceDistribution
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IndustryStandardforUnderstandingPerformance
LongestrunningrecordofGoogle™data.
Mostinputs.MorethanjustSEO
Onlyplatformwithtransactionalsearchdata
HistoricalData
LargestDataSet
InterpretCustomerIntent
AppleWatch