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