Marcus Tober of Searchmetrics: The Search (R)evolution & Why Hummingbird is the Most Important Change to Search, and What Panda 4.0 Means to You
Recently Google retooled its search engine, introducing a new system called "Hummingbird" that moves us beyond keyword search into Search 3.0. Hummingbird is about conversational, contextual and semantic search. Find out what are Hummingbird's dominating ranking factors, and how will they evolve in the future. Marcus will also cover what you need to know about Panda 4.0, the first major Panda update in over a year.
From the Searchmetrics June 13 conference at the Hotel Vitale: SEO, Content Marketing & Analytics: Three Pillars of Online Marketing Success in 2014.
46. Click to edit Master title styleRanking Factors 2014 – Onpage Content
46 www.searchmetrics.com 6/15/2014
„You shall know a keyword by the company it keeps”
(Firth, 1957)
47. Click to edit Master title style
Source: Google
Ranking Factors 2014 – Onpage Content
47 www.searchmetrics.com 6/15/2014
What‘s behind?
59. Click to edit Master title styleRanking Factors Mobile – OnPage Technics
59 www.searchmetrics.com 6/15/2014
MOBILE
vs
DESKTOP
Sitespeed
60. Click to edit Master title styleRanking Factors Mobile – OnPage Content
60 www.searchmetrics.com 6/15/2014
MOBILE
vs
DESKTOP
Filesize
61. Click to edit Master title styleRanking Factors Mobile – OnPage Content
61 www.searchmetrics.com 6/15/2014
MOBILE
vs
DESKTOP
Text Length (Characters)
~7.500
~6.000
62. Click to edit Master title styleRanking Factors Mobile – Backlinks
62 www.searchmetrics.com 6/15/2014
MOBILE
vs
DESKTOP
Number of Backlinks
63. Click to edit Master title styleRanking-Factors Mobile – Social
63 www.searchmetrics.com 6/15/2014
MOBILE
vs
DESKTOP
Facebook Likes
64. Click to edit Master title styleRanking Factors 2014: Desktop vs Mobile
64 www.searchmetrics.com 6/15/2014
What‘s the difference?
66. Topic
(Complex Entity)
Who is the richest person in the world?
?
Verb
Entitity 1
Entity 2
Complex Entitity (1+2)
Single Keyword
Complex Query with several Entities
92. Ranking Factors 2014 – Backlinks
92 www.searchmetrics.com 6/15/2014
Number of Backlinks
More Backlinks!
𝜌2014 = 0.31
93. Ranking Factors 2014 – Backlinks
93 www.searchmetrics.com 6/15/2014
Average SEO Visibility of linking URL
Better Links!
𝜌2014 = 0.26
94. Ranking Factors 2014 – Backlinks
94 www.searchmetrics.com 6/15/2014
NEW Features
95. Ranking Factors 2014 – Backlinks
95 www.searchmetrics.com 6/15/2014
Number of new Backlinks to Homepage of URL
Fewer fresh Backlinks!
more
𝜌2014 = 0.20
96. Ranking Factors 2014 – Backlinks
96 www.searchmetrics.com 6/15/2014
𝜌2014 = 0.16
Share of Backlinks with Anchor Text =
Domain-Name
97. Ranking Factors 2014 – Backlinks
97 www.searchmetrics.com 6/15/2014
Share of Backlinks with Anchor Text =
Domain-Brandname / URL
𝜌2014 = 0.15
111. Content → Ranking → Traffic
6/15/2014111 www.searchmetrics.com
What‘s the goal of SEO for Content?
112. Content → Ranking → Traffic
6/15/2014112 www.searchmetrics.com
1. Conserve Traffic – conventional SEO-Methods
2. New Traffic through fresh Content
What‘s the best optimized website in the world?
What are the most important „factors“ for good rankings? Again: 10.000 Informational Search Keywords. Top 30
Particulary after Hummingbird, it‘s about relevant Content – not the best optimized Content.
Low correlation, but in fact, nearly every URL in the Top 30 has a Description -> seems obligatory!
Konsistently high average values. 2014 nearly 100% - even encreased from last year. Seems a „Must-Have“.
Correlation even decreased slightly, but only because even more URLs in Top 30 have this Feature and therefore, the differences become even smaller.
Average count of internal links. Again: Brand Factor. Interesting to see, that better ranking URLs have slightly more internal Links. That means: Housekeeping and Optimization of internal Link Structure is important
Average count of internal links. Again: Brand Factor. Interesting to see, that better ranking URLs have slightly more internal Links. That means: Housekeeping and Optimization of internal Link Structure is important
Page load Time is a very important performance factor. Google is pushing it for your and obvivously many websites got faster. Influences User Signals (CTR, BounceRate, etc) and User Happiness! – Correlation increased significantly!
Average count of internal links. Again: Brand Factor. Interesting to see, that better ranking URLs have slightly more internal Links. That means: Housekeeping and Optimization of internal Link Structure is important
Do you like this kind of remote remote control? I don‘t.
Less bells and whistles – more focus
Content alone is not enough. The technical environment as well as Site Architecture have to be at a top level to achieve good rankings. But: Content is still the most important thing.
But it must be unique content with a benefit for the user.
Brand Factor - „Keyword in Descritpion“ seems a rather rampant feature (weit verbreitet)
Brand Factor - „Keyword in Descritpion“ seems a rather rampant feature (weit verbreitet)
Last year: higher average of pages had KW in Description. Brand Factor was not that strong a year ago
On average increased per Pos. about 12.5% (in comparison to 2013). Very interresting
There seems to be the trend to have more and longer content. Is it a disadvantage to be short?
Seems as if this would‘nt really work. As you know, Tom Cruise is a rather short guy. But it‘s about providing holistic Content. And this content is likely to be a little longer – not as short as Tom Cruise. Just did not fit for Katie Holmes.
Word Count increased about 20% on average (compared to 2013)
But the requirem,ents for good Content are constantly ioncreasing. The User becomes smarter and more demanding. So the Content has to become better and better. Because of the tough competition, you have to provide a considerable Added Value tpo be visible in the crowd.
Hummingbird was the biggest update of the Google algorithm in the past 10 years. But nobody really recognized. Why? Because Google implemented methods in the algorithm to understand the meaning of the query and therefore they must understand the meaning of the content.
1. Keyword Context -> Topic + related Keywords
2. User Context
-> Intention + related Questions
Content doesn‘t necessarily mean location or time based. It could also mean the context and intention of the user and the whole topic. If the query is more in transactional or navigational direction.
Analysis of (Proof and) Relevant Keywords in the Top Results with Searchmetrics Content Optimization.
Keywords with high Relevancy for the Query (Focus Keyword) = Relevant Keywords
Also: Keywords being used by most of the Top-URLs for that Query = Proof Keywords (of course: correlation is lower)
Better ranking URLs contain more relevant Terms around the Fokus-keyword -> Holistic Documents rank better!
Top results contain significantly more „relevant“ terms than lower-ranked results
Top-Rankings containn significantly more „Proof“-Terms
The distribution of Keywords and further relevant Terms compared to the absolute number of terms, helps Google‘s Algorithms to understand the topic and intention od texts. Googles Word2Vec Project is open source.
Natural Language
…
Keywords become more Complex (Questions, hole sentences)
Ca. 30 - 40% smaller
Texts are shorter
Top ranking Mobile Results have fewer Links than Top ranking Desktop Results -> That means: It‘s not the same results! Furhter back, the links are pretty similar, so these are likely to be the same results.
Waht seems to be clear is: When using their smartphones or tablets etc. people do not actively link to URLs.
Differences often regarding Keywords out of Movie-, Music- and/or Games-Sector. Examples (based on URL-comparison):
Indiana jones 5 (only 40% identical)
Simcity 4 mac (only 42.5% identical)
Packers game (only 40% identical)
mumford & sons - "i will wait“ (only 23.53% identical)
Every word of a query, and more important, there sematic meaning, play a role
Quelltext gecheckt. Kein Schema.
In the Movie: „Food Replicator“
Machine reads your mind, figures out what you want to eat right know and delivers the desired dish.
Google also tries to read the user‘s mind in interpreting the intention behind a query -> then delivering a knowledge graph as the „desired dish“ above / nerxt to the organic SERP.
Example. „Italian restaurant san francisco“ / „italian lunch san francisco“ / „pizza nearby“ (local search in SF) / „eat pizza in san francisco“ / „san francisco pizza inn“ … etc.
Example. „Italian restaurant san francisco“ / „italian lunch san francisco“ / „pizza nearby“ (local search in SF) / „eat pizza in san francisco“ / „san francisco pizza inn“ … etc.
BUT: of course, the SERP is influenced by factors such as search history, user specific cookies, location, logged in/ logged out etc.
So, what is good, what is bad? What is too much? Searchmetrics tells you.
Achtung: Dass, die Kurvenverläufe von URLs und Domains sich teilweise stark unterscheiden, liegt auch daran, dass die Anzahl jeweils abweicht.URLs: ca. 3.5 Mio
Domains: ca. 500.000
informational keyword
Navigational keyword
More Focussed. -> Relevance …. Precise. Fast.
Diversity decreases – more Competition !
So, what is good, what is bad? What is too much? Searchmetrics tells you.
Examples for SERPs for Keyword Pairs -> Before Hummingbird
Universal Search Results removed
(Bang = Pony)
It‘s about relevant, related topics and terms. The Content is the „Face“ of a page being the most important thing, the centre. It‘s immensely important, to provide unique and high-class content being perfectly tailored for your users. That means, the content must not be always the same. It‘s rather the opposite. Because you have to be distinguishable from your cometition. Content has to be holistic and satisfy the user‘s intention.
Number of Backlinks as such has increased! (Although correlation declined slightly)
Absolute Number (average values) actually decreased! Penguin?
Immensly increased (compared to 2013). Better rankign URLs have more links from pages with a high SEO Visibility
Backlinks of the last 30 Days to Homepage of respective URL
-> URLs on second half of SERP 1 (Pos 4/5 to 8/9) seem to have more fresh Backlinks (directed to Homepage)
Obviously, Brands get significantly fewer new Links to their Homepage, compared to pages ranking behind Pos 4. In contrast, these (Brand)pages have significantly more and better links
Share of „Brandlinks“. Z.B. spiegel.de / wsj.com
URLs with more Brandlinks rank better.
Z.B. Spiegel Online / Wall Street Journal (Share of the most frequent Anchor Text, being not the exact Domain Name with TLD compared to all Anchor Texts of the URL)
Brands have more links, better links, more brandlinks – and they „need“ fewer fresh and/or news links.
Your product must be good!
So, what is good, what is bad? What is too much? Searchmetrcis tells you.
Low correlation. Top rankings have some 20 to 40 seconds more
Quiet stable average values over all positions. Pos 1-5 perform slightly better.
Very high correlation. Actually the highest, we have ever measured.
So, it‘s actually obvios. What must be the goal of SEO for Content?
Increase traffic for existing content (through content updates, more relevant content)
New content performs better because more relevant.