The Content Evolution By Marcus Tober #SEJSummit

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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

Free 30-Day Trial

Instant data. Tweak strategies. Benchmark

competitors.

Use with multiple teams

Founder and CTO of

Searchmetrics

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

12

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SEO Visibility - ehow.com

13

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Stock

-$2 Bn!

14

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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

20

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89% of Domains are literallyINVISIBLE

11% of Domains have SEO Visibility >10

DOMAIN VISIBILITY

DOMAIN VISIBILITY

Example

Nope

23

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ehow.com/how-does_5316451_long-boil-eggs.html

SNIPPET

24

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March 2015June 2013

9#

#34

1 Ranking !

25

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CONTENT OPTIMIZATION

Ø Market

eHow-URL

26

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CONTENT OPTIMIZATION

CHEAP FOOD HEREWE HAVE

EVERYTHING

Example

Dope

38

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

Keyword Density „boiled eggs“

39

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HOLISTIC WEBSITES

40

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HOLISTIC WEBSITES464 #1

41

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SEO Visibility - thekitchn.com

March 2015

Content be good!

44

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CONTENT OPTIMIZATION

45

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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

51

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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

55

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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

56

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Average Position Change of URLs

-0,21+0,20

not mobile-friendly mobile-friendly

57

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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%

59

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Loser of the Google Mobile Update

-43%

60

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Loser of the Google Mobile Update

?

61

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DATA-DRIVEN APPROACH

SEO Today

Content Aspects:

• Content Strategy• Content Optimization• Content Success Measurement

62

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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

63

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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

64

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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.

69

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EXAMPLE: SEO - BUT NO RELEVANT CONTENT

70

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EXAMPLE: SEO - BUT NO RELEVANT CONTENT

71

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EXAMPLE: SEO - BUT NO RELEVANT CONTENT

72

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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.

78

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HOLISTIC and RELEVANT WEBSITES

SEO Today

* Search

EXPERIENCE

Optimization

Thank you@marcustober