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© Searchmetrics. All rights reserved. Do not distribute without permission.
Marcus Tober
Chicago04/15/2015
The Content EvolutionMobile/Desktop – Entities/Keywords – User-Focus & more
@marcustober
Founder and CTO ofSearchmetrics
In love with SEO and searchsince 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
ROADS?
Where we‘re going, we don‘t need Roads.
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…
10
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
The „old-fashioned“ way to do it
11
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
Today
SEO VISIBILITY
13
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
SEO Visibility - ehow.com
14
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
Stock
-$2 Bn!
15
© Searchmetrics. All rights reserved. Do not distribute without permission.
KEY
WO
RD
2015Mach
ine L
earnin
g
16
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
STOP – what about this?
users still type keywords in here…
17
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
ANSWER: Hummingbird
„precise and fast“
boiled egg hard boiled egg recipehow long does it take
to boil an egg
June 2013
April 2014
March 2015
MobileMarch 2015
MOBILE
RANKINGS
Related KWsMarch 2015
how to cook theperfect boiled egg
what is the best methodfor hard boiled eggs
24
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
89%of Domains are literallyINVISIBLE
11% of Domainshave SEO Visibility >10
DOMAIN VISIBILITY
DOMAIN VISIBILITY
Irrelevant Content
just vanishes
Example
Nope
28
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
ehow.com/how-does_5316451_long-boil-eggs.html
SNIPPET
29
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
March 2015June 2013
9#
#34
1 Ranking !
30
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
CONTENT OPTIMIZATION
Ø Market
eHow-URL
31
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
CONTENT OPTIMIZATION
32
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
Example
Dope
38
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
thekitchn.com/how-to-boil-eggs-perfectly-every-time…
Keyword Density „boiled eggs“
39
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
HOLISTIC WEBSITES
40
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
HOLISTIC WEBSITES464 #1
41
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
SEO Visibility - thekitchn.com
March 2015
43
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
CONTENT OPTIMIZATION
44
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
CONTENT OPTIMIZATION
Data-Driven Approach
2015
Correlation ≠ Causation
48
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DATA-DRIVEN APPROACH
SEO Today
Technical Aspects:
• Site Structure• Internal Link Structure• Usability, etc.
49
© Searchmetrics. All rights reserved. Do not distribute without permission.
Re
dir
ect
sRANKING FACTORS 2015
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
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
US-MOBILE 2015
Redirects
50
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Key
wo
rd in
Tit
le (
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
53
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DIFFERENCE: Desktop VS. Mobile SERPs
54
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Different URLs
Smartphone
56
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DATA-DRIVEN APPROACH
SEO Today
Content Aspects:
• Content Strategy• Content Optimization• Content Success Measurement
57
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RANKING FACTORS 2015
0
200
400
600
800
1000
1200
1400
1600
1800
2000
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
US-MOBILE 2015
US-MOBILE 2014
Word CountW
ord
Co
un
t
58
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RANKING FACTORS 2015
0
50
100
150
200
250
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
US-MOBILE 2015
US-MOBILE 2014
Number of internal LinksN
um
be
ro
fin
tern
al L
inks
59
© Searchmetrics. All rights reserved. Do not distribute without permission.
RANKING FACTORS 2015
0
5
10
15
20
25
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
US-MOBILE 2015
US-MOBILE 2014
Keywords in BodyK
eyw
ord
s in
Bo
dy
Search Results are DifferentDepending on Context
MOBILE SEO VISIBILITY
62
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
Mobile SEO Visibility
My Project
Deep Insights forDevices Mobile
TAKEAWAYS
Technical Optimizationhelps to create Rankings…
(when done correctly)
1.
64
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
EXAMPLE: SEO - BUT NO RELEVANT CONTENT
65
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
EXAMPLE: SEO - BUT NO RELEVANT CONTENT
66
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
EXAMPLE: SEO - BUT NO RELEVANT CONTENT
67
© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober
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.
BONUS
Success is the result of
SEO +
Relevant CONTENT
*
SEO Today
* Search
EXPERIENCE
Optimization
Thank you@marcustober