Search Ranking factors - Two studies from 2013 and your approach for 2014

Search Ranking Factors@Dixon_Jones

Correlation is NOT Causation

Live Ranking Factors

We have been looking hard at these in 2013

120 Marketers80 Factors

Top factor: “Authority”Google +1s in at #28 of top 10 were link related

A Hat Tip to Mozhttp://moz.com/search-ranking-factors

One of two significant surveys in 2013

The Moz Factorshttp://moz.com/search-ranking-factors

Grouping the factors from the Moz Survey

• Social Factors in Yellow• Link Factors Dark Blue• On Page Light Blue• On Page (Technical) Green

A Hat Tip to Search Metrics

http://www.searchmetrics.com/en/services/ranking-factors-2013/

This survey based on data not Opinion. Interesting Factor Grouping

Search Factors SEOs Miss

• Google SaysMost searches are now Mobile

• Google Says(ish)

Google are stopping the click to you. Citation is more important

• Google SaysSpeed Test and Neighbourhood check

• InferredAvoid Mid-Tale, because it is also a bad search for user

• InferredDepth not BreathGoogle want you to dominate

We tend to ignore the obvious as SEOs

Signals that lead to Authority

AuthorshipGoogle+Facebook Likes?Pinterest(!)Links{Association}{Brand ™ }

The fork in the road for Google and SEOs

Old School Still WorksBut merging with new ideas

Partial Matching in Domain Name/anchor

Platform Is a Factor

Negative signals create a new Market

This was a brand new phone. Removing personalization in harder.

More Channels = More factors

Loca

tion

is in

crea

sing

as a

fact

or

SEOs forget that before Google returns data, they poll many indexes

Why Links are still such a factor

What’s in a link? Clustered data and…

What’s in a Link?

The Royal family tree is a good way to look at links

Explaining Flow Metrics

A heuristic may propogate many layers of links, so it is not about volume

Explaining Flow Metrics

The start of the chain makes the end much more certain

Flowing Trust Through Links

4

10

3

8 ????

Trust Flow. FLOW good datausing decay Algorithm

We can emulate and measureTrust with big data calculations

LINKS lead to Authority Objects

Links pass heuristics to and from more than pages

LADY GAGA BARACK OBAMA

TrustFlow71

TrustFlow74

Audience participation: Who is more influential on Twitter?

In Wildcards we Trust

The most notable thing said by Obama on Twitter

Great for HummingBirds

In September Google changed the back end to go deeper intoa query

Great for HummingBirds

Used to get into your head. Now into your life, your habits, your world

Great for HummingBirds

This is why you need to go Deeper. Also why “rankings” are decreasing in use

If you want a copy of this presentation, or a trial of Majestic, please give me your card

TakeawaysPowerPoint 2007 Enhanced Version

Opinions count for less & lessBecause of the channel

diversity

Old School still worksPartial match domain,

anchors, etc

Rise of Social signals

All roads lead to Authority

The user as a person is more of a factor. Get into

their head

LinksStill huge. Feeding other

signals

Search Ranking Factors@Dixon_Jones

Thank You

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