What's Hot in SEO Ranking Factors By Eric Enge

#SMX #11A @stonetemple

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What’sHotinSEORankingFactors


Nationalselfrelianceassociation.com

FIRE …

I walked barefoot across hot coals for 25 feet in October 2010

I camped in Northern Minnesota in February 2011 (temps hit -30)

… And ICE


Stone Temple Consulting Full-service Digital Marketing Agency

ContentMarketing

•  StrategicPlan•  Off-sitePlacements•  On-siteContent•  Influencer/MediaRelationships•  LinkBuilding

On-PageSEO

•  ComprehensiveAudits•  SiteHierarchy(IA)•  SearchEngineCrawlManagement•  Crawls•  OngoingSiteReviewsandAuditing

•  MobileStrategy•  MobileSEOImplementation•  AMP•  AppStrategy•  DeepLinking•  AppStoreOptimization

SocialMedia

•  StrategicPlan•  DriveBusinessResults•  Influencer/MediaRelationships•  ContentStrategy•  ContentGeneration

Mobile


FeaturedSnippets:Let’sLookAtSomeData!


Rich Answers Continuing to Grow

Based on Reviewing

855K SERPs


Massive Churn in Featured Snippets




Google Appears to Have Built a

Featured Snippet Machine

Speculation Ahead!


Example Site: Got The Rich Answer

Does Getting a Featured Snippet Increase Traffic?


WePublished5NewPagesonMay20th

2015


WeIncludedTranscriptsWithanOutlineofClear

Steps


TheContentProvidedaLotMoreInfoThanJust

the“HowTo”


We Submitted the URLs in

Search Console


Bingo!SawThis

Within3DaysofPublishingtheContent


RankBrain:What’stheRealStory?


What is the label of a consumer at the highest level of a food chain?

“Name”Toeatnottobuy

“The”“Top”


Can You Get 100% Score on Super Mario Without Walkthrough?

Negatives


BuiltaDBof500Kqueries

fromGoogleandBingSuggest


June/July2015GoogleResult January2016GoogleResult

PulledResultsfromGoogleonTwoDifferentDates


WhyArePDFsSoWeak?

July2015Answer


NowRelates“Weak”toSecurity

January2016

Answer




July2015Answer


January2016

Answer


Google’sMobileUpdateII


What Happened With Mobilegeddon?

WeAnalyzed15,235QueriesWeekofApril172015,andAgainon

May182015

WeFocusedontheTop10Results


Mobile DOES Matter as a Ranking Factor


What About Google’s 2nd Mobile Ranking Update?


Not as Big an Impact as the First Update


Not as Big an Impact as the First Update


Why This Update is Still Important

Indicator of Google’s Confidence in the

Concept of a Rankings Boost

Will Likely be Followed by More

Such Updates

Future mobile ranking updates will include other factors such as page speed


http://www.thesempost.com/next-mobile-friendly-update-includes-page-speed-coming-in-months/


Links:AFreshLookatTheirImpact


AmmonJohns:WeheardthatRankBrainisthethird-most-importantsignalcontributingtoresultsnow.Woulditbebeneficialtoustoknowwhatthefirsttwoare?AndreyLippatsev:Yes.Absolutely.Icantellyouwhattheyare.It’scontentandlinksgoingintoyoursite.

https://www.youtube.com/watch?v=l8VnZCcl9J4#t=30m15s

AiredonMar23,2016

Google’sCurrentPostion



SoWhat’stheRealStory?


MeanoftheCorrelationsAcrossAllSERPsTested


SumofallLinksPerRankingPosition(Normalized)


AggregateCorrelationsAcrossBlocksof10SERPs

Positions1–10Positions11–20Positions21–30Positions31–40Positions41–50

PearsonCorrelation:0.77SpearmanCorrelation:1


WhatDoAllTheseNumbersMean?

TheAggregateCorrelationValuesareVERYHigh

TheAverageoftheIndividualSERPCorrelations

StillMeaningful

SearchisaNoisySystem

•  Wefoundthatatleast6%oftheresultscamefromdifferentalgorithms)•  Localresults•  Querydeservesdiversity•  InDepthArticles

•  OverallContentQuality/RelevanceaHugeFactorToo


ContentQuality/Relevance

1.LinkScore=100,ContentScore=702.LinkScore=80,ContentScore=90

WhichWouldRankHigher?

ImagineaSystemWhereYouMultiply2Numbers

LinkScore*ContentScore=?


ImpactofaMixofDomainAuthorityandPageAuthority


Commercialvs.InformationalTerms


CommercialHeadTermsvs.CommercialLongTailTerms


ExamplesoftheTruePowerofLinks

ThisisaProcessThatWe’veRepeated

HundredsofTimes


EricEnge

[email protected]

@stonetemple

+EricEnge

(508)962-8474

www.stonetemple.com

Thank You!