what are the most important ranking factors by marcus tober
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From SMX East 2013 - What are the most important search ranking factors by @MarcusTober - #SMX #13B Slide deck from Marcus Tober of Search MetricsTRANSCRIPT
WHAT ARE THE
MOST IMPORTANT
SEARCH RANKING
FACTORS?
#
Marcus Tober
SearchMetrics
@marcustober
#SMX #13B
October 1, 2013
#
Founder of
Searchmetrics
I‘m in love with SEO
and search since
2001
Study of computer
science in Berlin, so
I’m the techie
Made with Love in
Berlin
120 passionate
People
Innovator in SEO
Software since 2007
Follow us
twitter.com/searchmetrics
facebook.com/Searchmetrics
Business
Product
Website
World Wide Web
RankingS
Wait……there‘sone more thing
Click!
What do users click, like, share…?
Relevant Content!
Ranking Factors – US 2013
10/1/2013 ® Searchmetrics Inc. 2013 │Page 16
• Basis: • google.com / bing.com
• Top 3 SERPs
• 10.000 Keywords
• Organic
• Objectivity
• Average Values according to the respectivePosition/s in the SERPs
• Correlation ≠ Causation
Google Ranking Factors US 2013
10/1/2013 ® Searchmetrics Inc. 2013 │Page 17
Ranking Factors – US 2013
10/1/2013 ® Searchmetrics Inc. 2013 │Page 18
Algorithm Changes
Google Ranking Factors US 2013 vs 2012
10/1/2013 ® Searchmetrics Inc. 2013 │Page 19
Change
Google Ranking Factors US 2013 vs 2012
10/1/2013 ® Searchmetrics Inc. 2013 │Page 20
EMD
Panda
Penguin
Bing Ranking Factors US 2013
vs
Ranking Factors US 2013 Google vs Bing
10/1/2013 ® Searchmetrics Inc. 2013 │Page 23
Difference in Numbers – URLs
Ranking Factors US 2013 Google vs Bing
10/1/2013 ® Searchmetrics Inc. 2013 │Page 24
Difference in Numbers – DOMAINS
LinkFeatures
Google Ranking Factors – US 2013: Links
CrucialCorrelations!
Link Level
Bing Ranking Factors – US 2013: Links
CrucialCorrelations!
Link Level
10/1/2013 ® Searchmetrics Inc. 2013 │Page 28
Anchor Text!
Ranking Factors – US 2013: Links
10/1/2013 ® Searchmetrics Inc. 2013 │Page 29
Ranking Factors – US 2013: Links
Ranking Factors – US 2013: Links
Much more Backlinkson foremost Positions!
Ranking Factors – US 2013: Links
High SEO Visibilityof Link Sourceon foremost Positions!
Ranking Factors – US 2013: Links
BRANDS
More Nofollow Linkson SERP 1!
AnchorTexts
Ranking Correlation – Keyword Links
10/1/2013 ® Searchmetrics Inc. 2013 │Page 34
Ranking Correlation – Keyword Links
10/1/2013 ® Searchmetrics Inc. 2013 │Page 35
Rest In Peace
Too much irrelevant stuff?
Penguin Loser!
Penguin 2.0 – Loser reeds.com
10/1/2013 ® Searchmetrics Inc. 2013 │Page 39
Penguin 2.0
Penguin 2.0 – Loser reeds.com
10/1/2013 ® Searchmetrics Inc. 2013 │Page 40
Penguin 2.0 – Loser reeds.com
10/1/2013 ® Searchmetrics Inc. 2013 │Page 41
!
Penguin 2.0 – Loser reeds.com
10/1/2013 ® Searchmetrics Inc. 2013 │Page 43
Penguin 2.0
Recovered!
Penguin 2.0 – Loser reeds.com
10/1/2013 ® Searchmetrics Inc. 2013 │Page 44
Penguin 2.0 – Loser reeds.com
10/1/2013 ® Searchmetrics Inc. 2013 │Page 45
Anchor Texts - Evolution
10/1/2013 ® Searchmetrics Inc. 2013 │Page 46
BrandLink
www.domain.com
„Domain“ / Company, Product
DilutedAnchor
DO:
More (Stop)Words
in Anchor Text
DON‘T:
„Hard“
Anchor Texts
Neutral Anchor
here
Generic
Terms
„Natural“ Link Profile
You know thisguy?
Where is Waldo?
Discover the Honey Pot
# Backlinks Page A# BacklinksPage B
# BacklinksPage C
# BacklinksPage D
Discover Honey Pots - Approach
10/1/2013 ® Searchmetrics Inc. 2013 │Page 52
Customer Case Study #1
Penalty
Discover Honey Pots - Approach
10/1/2013 ® Searchmetrics Inc. 2013 │Page 54
Customer Case Study #1
Penalty
Recovery
Discover Honey Pots - Approach
10/1/2013 ® Searchmetrics Inc. 2013 │Page 55
Customer Case Study #2
Penalty
Discover Honey Pots - Approach
10/1/2013 ® Searchmetrics Inc. 2013 │Page 57
Customer Case Study #2
Penalty
Recovery
Discover Honey Pots - Approach
10/1/2013 ® Searchmetrics Inc. 2013 │Page 58
Customer Case Study #2
Penalty
Recovery
® Searchmetrics Inc. 2013 - Marcus Tober59
• #1 Export backlinks via SEO tools• Use available tools to get a lists of your backlinks
• Gather all the data together in one list
• Get rid of duplicate data
• Delete nofollow links, mentions and offline links
Discover Honey Pots - Approach
® Searchmetrics Inc. 2013 - Marcus Tober60
• #1 Export backlinks via SEO tools
• #2 Backlink export via GWT• „Download more sample links“
-> Approx. 100,000 backlinks
• Until now: not representative because of lexikographical order-> when sitewide links etc. only few TLDs
• Recent update: improved selection-> broader, more diverse spectrum of TLDs covered
• Consider link warnings
Discover Honey Pots - Approach
Combine data to one complete list
® Searchmetrics Inc. 2013 - Marcus Tober61
• #1 Export backlinks via SEO tools
• #2 Backlink export via GWT
• #3 Define loser URLs• Highlight URLs with (massive), penalty-like ranking drop
• Reduce list
• Delete duplicate data
Discover Honey Pots - Approach
® Searchmetrics Inc. 2013 - Marcus Tober62
• #1 Export backlinks via SEO tools
• #2 Backlink export via GWT
• #3 Define loser URLs
• #4 Add SEO data• # Organic Keywords
• SEO Visibility
• Social Visibility
• Domainpop
• SPS (Page Strength ~ PageRank)
• PageRank
• IP -> Count of diff. IPs -> Count of Class C
Discover Honey Pots - Approach
® Searchmetrics Inc. 2013 - Marcus Tober63
• #1 Export backlinks via SEO tools
• #2 Backlink export via GWT
• #3 Define loser URLs
• #4 Add SEO data
• #5 Evaluate anchor texts• Brand: domain name (brand name) / URL
• Neutral: no commercial keywords (high search volume) included
• Compound: commercial keywords + stopwords (even brand)
• Money: only commercial keywords or exact search queries to rank for
Discover Honey Pots - Approach
® Searchmetrics Inc. 2013 - Marcus Tober64
• #1 Export backlinks via SEO tools
• #2 Backlink export via GWT
• #3 Define loser URLs
• #4 Add SEO data
• #5 Evaluate anchor texts
• #6 Check links + evaluation manually• Check left „good links“ for outliers
• Check „bad links“ for misinterpretations (known trust sources)
Discover Honey Pots - Approach
Almost reachedthe Honey Pot...
® Searchmetrics Inc. 2013 - Marcus Tober66
• #1 Export backlinks via SEO tools
• #2 Backlink export via GWT
• #3 Define loser URLs
• #4 Add SEO data
• #5 Evaluate anchor texts
• #6 Check links + evaluation manually
• #7 Compare „bad“ link sources toother penalty victims• Check overlapping of link source domains
->domains with links pointing to severeal penalty victims
Discover Honey Pots - Approach
Honey Pot- exterminated
Social Signalsand
Social Graph
Rather than chasing +1s of content, your time is much better spent
making great content.
Matt Cutts - 08/20/2013(Head of Google Webspam Team)
World Wide Web
Relevant Content!
Click!
Social Signals
User Signals
321
Ranking Factors – US 2013 Social
10/1/2013 ® Searchmetrics Inc. 2013 │Page 73
Ranking Factors – US 2013: Social
Just trying to decide the
politest way to debunk the
idea that more Google +1s lead to higher Google web rankings. […]Suffice it to say that I would be
very skeptical of anyone
who claimed that more +1s led to a higher search ranking in Google's web results.
Matt Cutts - 08/20/2013(Head of Google Webspam Team)
We‘ve checkedthis 3 times!
Test Procedure of Tests #1 / #2
10/1/2013 ® Searchmetrics Inc. 2013 │Page 77
Topic
Issue1
Text 1a
Text 1b
Issue2
Text 2a
Text 2b
IdenticKeyword Set
IdenticKeyword Set
Network Signal Takeaways
1.Number of Shares does not influenceindexation
2.Shares alone do not necessarily effectindexation
1.PlusOnes nearlyinstantly effectindexation
2.44 / 48 keywordsindexed and rankedon high(est) positions
Test #1
Network Signal Takeaways
1.Number of shares doesnot influence ranking
2.Shares alone can effectgood rankings,but not in the longterm
1.PlusOnes effectbetter rankings in average
2.Few PlusOnes areenough tooutperform FB-rankings on thesame keyword set
Test #2
Test Procedure of Test #3
10/1/2013 ® Searchmetrics Inc. 2013 │Page 80
Topic
Blog 1
Text 1a
Text 2a
Blog 2
Text 1b
Text 2b
Established DomainExisting Content
New DomainNo Content
Ø Ø
IdenticKeyword Set
Larry Page(Google CEO)
“Google+ […] is a huge and important changeand there is a ton more work to do.But this kind of next-generation search in which Google understands real-world entities– things, not strings – will help improve ourresults in exciting new ways.“
01.10.2013 ® Searchmetrics GmbH 201282
Social - SEO
10/1/2013 ® Searchmetrics Inc. 2013 │Page 84
Ranking Factors – US 2013: Content
10/1/2013 ® Searchmetrics Inc. 2013 │Page 85
Ranking Factors – US 2013: Content
I like…
10/1/2013 ® Searchmetrics Inc. 2013 │Page 88
Searchmetrics – leading vendor of search an social analytics softwarewith international focus
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