SearchLove Boston 2016 | Marcus Tober | Illuminating Consumer Intent Without Old-Fashioned SEO Tactics
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This document discusses new approaches to search engine optimization (SEO) that focus on relevance and user intent rather than outdated tactics. It recommends analyzing industries individually and focusing on creating comprehensive, relevant content that matches user intentions rather than targeting specific keywords. It also discusses how machine learning and artificial intelligence are changing what factors like backlinks may influence rankings and how to stay relevant in the face of new challenges like redundancy and differences between mobile and desktop search.
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SearchLove Boston 2016 | Marcus Tober | Illuminating Consumer Intent Without Old-Fashioned SEO Tactics
- 1. ILLUMINATING CONSUMER INTENT WITHOUT OLD-FASHIONED SEO TACTICS MARCUS TOBER BOSTON, UNITED STATES MAY 3TH, 2016
- 2. Searchmetrics Made with love in Berlin More than 220 passionate people Innovator in SEO Software since 2005
- 3. Marcus Tober Founder and CTO of Searchmetrics In love with SEO and SEARCH since 2001 Study of computer science In Berlin, so I´m the Techie!
- 4. Our Secret Sauce is our Software The Searchmetrics Suite Search Experience Optimization Makes Digital Marketing Better, Faster and More Profitable.
- 5. 25.000.000.000.000 SOCIAL SIGNALS 120 MILLION DOMAINS 120 BILLION LINKS600 MILLION KEYWORDS SoA Hadoop, Hbase. Elastic Search API 25 PB Parstream
- 9. 1 Keyword = 1 Landing Page Bad SEO + SEO-Checklist KW in title KW in description KW in heading KW density Linkbuilding Content in footer Etc. ✓ ✓ ✓ ✓ ✓ ✓ ✓
- 10. 1 Topic = 1 Landing Page Good SEO + Content-Checklist Daten-Driven Content Strategy Daten-Driven Content Optimization Daten-Driven Content Success Measurement Etc. ✓ ✓ ✓ ✓
- 11. seo tips 5. Be sure you have a unique, keyword focused Title tag on every page of your site. 7. Be sure links to your site and within your site use your keyword phrase. 16. If your site content doesn’t change often, your site needs a blog because search spiders like e fresh text. 23.The bottom line in SEO isText, Links, Popularity, and Reputation. 32. Give each page a focus on a single keyword phrase. Old SEO tactics Keyword: “SEO tips”
- 12. #5 Be sure you have a unique, keyword focused Title tag on every page of your site.
- 13. Movie where they make fun of Star Wars Keyword focused Title tag? Example: “Movie where they make fun of StarWars”
- 14. Example: “Movie with 4 guys in LasVegas” Keyword focused Title tag?
- 15. Movie where they make fun of Star Wars Example: “As a cafe owner how can seo help” Keyword focused Title tag?
- 16. #32 Give each page a focus on a single keyword phrase.
- 17. Focus on a single keyword phrase? Example: ehow.com
- 18. Example: ehow.com Focus on a single keyword phrase?
- 19. Example: ehow.com / Last 5 years SEOVisibility ehow.com Stock value Demand Media -98% -82% (- 2 Billion $) Focus on a single keyword phrase?
- 20. Noooooooooooo….
- 21. #7 Be sure links to your site and within your site use your keyword phrase.
- 22. Example: expedia.com Heavy keyword linkbuilding? • Large number of unusual keyword-rich links pointing to Expedia from blogs & sites.
- 23. Example: rapgenius.com Heavy keyword linkbuilding? • Rap Genius was using link schemes to manipulate Google‘s rankings. • Google confirmed penalty officially.
- 24. #16 If your site content doesn’t change often, your site needs a blog because search spiders like fresh text.
- 25. Need a new haircut? Decision-making by Trust & Popularity (Quality & User Signals)Want the BEST hairdresser?
- 26. Updating older content Example: “haircut” Searchmetrics Suite: Keyword Research
- 27. December 16th, 2014 September 18th, 2015 Today Updating older content Example: “haircut” • Marieclaire.com kept the same URL • They update the content slightly to be fresh and follow the user intention, e.g. just change the title to „… Hair Tips for 2016“ with out new 2016 content
- 28. The fall of old SEO tactics… …the rise of Google’s intelligence
- 29. Machine Learning (ML) ≠ AI
- 30. Machine Learning (ML) Deep Learning Artificial Intelligence An algorithm that improves over time Aims to bridge the gap between ML and AI – solves more complex problems Human like intelligence Spectrum of Intelligence
- 32. • More than 2,500 years old • Played by 40m worldwide • Deemed uncrackable by Machine Learning/AI (until AlphaGo) Go – The limits of machine learning
- 33. Is Go really that hard? *Hint: The little number above the 10 is how many 0s you add on the end (well actually, yes…) 1050 4x1079 – 4x1081 10171 Number of... in a chess game in the observable universe in game of Go …possible moves …possible moves…atoms
- 35. Deep learning – AlphaGo vs Human 1HumanAlpha Go 4 - End result: 5 sets between March 9th and March 15th 2016
- 36. “The User Intention you must think about…”
- 37. Search Query & Expectations ??? Example: “costume ideas”
- 38. #1 #14 Search Query & Expectations Example: “costume ideas”
- 39. http://www.popsugar.com/smart-living/Cheap- Halloween-Group-Costumes-25300043#photo- 25300043 Rank #1 60 part image gallery Short description Links to other relevant pages High Social Engagement User Intention = Inspiration! ✓ ✓ ✓ ✓ Search Query & Expectations Example: “costume ideas”
- 40. https://www.savers.com/halloween/costumes/all Rank #14 14 costume suggestions No product texts General footer text User Intention ≠ Shopping! ✗ ✗ ✗ Search Query & Expectations Example: “costume ideas”
- 41. Analysing industry by industry. With data-driven insights.
- 42. Keyword in Title RANKING FACTORS 2016
- 43. 0% 10% 20% 30% 40% 50% 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 eCommerce Health Keyword in Title T10 Ø: 33% 35% Correlation: -0.04 -0.05 RANKING FACTORS 2016
- 44. 0% 10% 20% 30% 40% 50% 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 eCommerce Health Finance Keyword in Title T10 Ø: 33% 35% 10% Correlation: -0.04 -0.05 0.04 RANKING FACTORS 2016
- 46. 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 eCommerce Referring Domains T10 Ø: 272,736 Correlation: 0.20 RANKING FACTORS 2016
- 47. 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 eCommerce Health T10 Ø: 272,736 99,526 Correlation: 0.20 0.21 Referring Domains RANKING FACTORS 2016
- 48. 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 eCommerce Health Finance T10 Ø: 272,736 99,526 38,728 Correlation: 0.20 0.21 -0.02 Referring Domains RANKING FACTORS 2016
- 49. 0 20,000,000 40,000,000 60,000,000 80,000,000 100,000,000 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 eCommerce Health Finance Total Number of Backlinks T10 Ø: 69,6 M 24,8 M 9,8 M Correlation: 0.14 0.15 -0.03 RANKING FACTORS 2016
- 50. Will Google eliminate the relevance of backlinks for rankings in the future?
- 51. Cash advance fresno ca Backlinks & Internal Links Rank: 5 Rank: 12 17 Referring Domains 21 internal links 52,000 Referring Domains 443 internal links Example: “Cash advance fresno ca”
- 52. fast cash credit card Rank: 6 Rank: 17 5,685 Referring Domains No KW inTitle 59,780 Referring Domains KW inTitle Backlinks & Keyword in Title Example: “Fast cash credit card”
- 54. 1,000 1,500 2,000 2,500 3,000 3,500 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 Finance T10 Ø: 1,575 Correlation: 0.09 Word Count RANKING FACTORS 2016
- 55. 1,000 1,500 2,000 2,500 3,000 3,500 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 eCommerce Health Finance T10 Ø: 3,069 2,826 1,575 Correlation: 0.13 0.15 0.09 Word Count RANKING FACTORS 2016
- 56. natural detox Rank: 5 Rank 26 Word count = 3,180 Internal links count = 375 Interactive elements = 398 Word count = 6,087 Internal links count = 395 Interactive elements = 625 Word Count and Interactive Elements Example: “Natural detox”
- 57. Being Relevant Relevant content: • matches user intention • is logically structured & comprehensive • offers a good user experience • deals with topics holistically
- 59. • 2,750,000 results • Only 10 result get traffic "samsung galaxy s6 edge" price Redundancy on the web
- 60. “Fallout 4 walkthrough” Redundancy on the web
- 61. Galaxy s6 Redundancy on the web
- 62. New Challenge #2 Mobile vs Desktop
- 63. Mobile Search Query? A: „Calendar“ B: „Nfl Schedules“
- 64. Maps Cool Math UnblockedGames Solitaire Calendar Mail Office 365 Nfl Scores Nfl Schedules Restaurants near me Nba Scores Pill identifier Mlb Scores School Closings Keyword Device Spread Ratio > 70 %
- 65. Dating 10 organic results 5 Ads 4 Images 3 News Translation Widget Desktop vs Mobile Example: “Dating”
- 66. 4 Ads 6 Apps 3 News 4 Images 2 Organic results! Example: “Dating” Desktop vs Mobile
- 69. mortgage #2 #10 #2 Holistic data-driven Approach Searchmetrics Suite: Content Optimization
- 70. Calculator Mortgage comparison Relevant information Help section ✓ ✓ ✓ ✓ Holistic data-driven Approach
- 71. Calculator Mortgage comparison Relevant information Help section ✗ ✗ ✗ ✓ Holistic data-driven Approach
- 72. Holistic data-driven Approach Searchmetrics Suite: Content Performance
- 73. 2009 2012 TODAY Content Updates – Example bankrate.com
- 74. “The content relevance you must think about…”
- 75. New Ranking Factors 2016
- 76. New Ranking Factors 2016 • Relevance Features with a calculated relevance score. • Specific Ranking Factors for different industries. • Available for multiple countries.
- 77. Data-driven content analysis Relevant content to fulfil the user‘s intention Success in search & all other channels
- 78. Industry Standard for Understanding Content Performance Longest running record of Google™ data Largest Data Set Interpret Customer Intent Appl e Watc h Historical Data Most inputs. More that just SEO Only platform with transactional search data
- 79. MAY THE SUCCESS BE WITH YOU!
Editor's Notes
- Customizable
- Star Wars Theme
- Star Wars Opening Crawl Customizable Animated
- Star Wars Opening Crawl Customizable Animated
- Star Wars Opening Crawl Customizable Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Star Wars Opening Crawl Customizable Animated
- Star Wars Opening Crawl Non Customizable Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Star Wars Opening Crawl Customizable Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Star Wars Opening Crawl Non Customizable Animated
- The Screenshot can be applied center over the screen of the laptop, and then use the “Crop” tool to adjust it.
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Star Wars Opening Crawl Non Customizable Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Star Wars Opening Crawl Non Customizable Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- The Screenshot can be applied center over the screen of the laptop, and then use the “Crop” tool to adjust it.
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Customizable (Right Click – Change Picture for a different Screen) Animated
- Star Wars Opening Crawl Non Customizable Animated
- Star Wars Opening Crawl Non Customizable Animated