sej summit 2015: the content evolution by marcus tober #sejsummit

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Marcus Tober

Chicago04/15/2015

The Content EvolutionMobile/Desktop – Entities/Keywords – User-Focus & more

@marcustober

Founder and CTO ofSearchmetrics

In love with SEO and searchsince 2001

Study of computer sciencein Berlin, so I‘m the techie!

Marcus Tober

@marcustober

Made with love in Berlin

165 passionate people

Innovator in SEO Software & more since 2005

ROADS?

Where we‘re going, we don‘t need Roads.

Let‘s go back in time….

An SEO walks into a bar…

An SEO walks into a bar…

bars, beer garden, lounge,hangout hole, night club,mini bar, bar stool, tavern,pub, beer, whine, whiskey…

10

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The „old-fashioned“ way to do it

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Today

SEO VISIBILITY

13

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SEO Visibility - ehow.com

14

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Stock

-$2 Bn!

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KEY

WO

RD

2015Mach

ine L

earnin

g

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STOP – what about this?

users still type keywords in here…

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ANSWER: Hummingbird

„precise and fast“

boiled egg hard boiled egg recipehow long does it take

to boil an egg

June 2013

April 2014

March 2015

MobileMarch 2015

MOBILE

RANKINGS

Related KWsMarch 2015

how to cook theperfect boiled egg

what is the best methodfor hard boiled eggs

24

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89%of Domains are literallyINVISIBLE

11% of Domainshave SEO Visibility >10

DOMAIN VISIBILITY

DOMAIN VISIBILITY

Irrelevant Content

just vanishes

Example

Nope

28

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ehow.com/how-does_5316451_long-boil-eggs.html

SNIPPET

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March 2015June 2013

9#

#34

1 Ranking !

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CONTENT OPTIMIZATION

Ø Market

eHow-URL

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CONTENT OPTIMIZATION

32

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Example

Dope

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thekitchn.com/how-to-boil-eggs-perfectly-every-time…

Keyword Density „boiled eggs“

39

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HOLISTIC WEBSITES

40

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HOLISTIC WEBSITES464 #1

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SEO Visibility - thekitchn.com

March 2015

43

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CONTENT OPTIMIZATION

44

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CONTENT OPTIMIZATION

Data-Driven Approach

2015

Correlation ≠ Causation

48

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DATA-DRIVEN APPROACH

SEO Today

Technical Aspects:

• Site Structure• Internal Link Structure• Usability, etc.

49

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Re

dir

ect

sRANKING FACTORS 2015

0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

US-MOBILE 2015

Redirects

50

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Key

wo

rd in

Tit

le (

in %

)RANKING FACTORS 2015Keyword in Title

51

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RANKING FACTORS 2015Filesize

FILE

SIZE

52

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Evolution of „Mobile Friendly“ Search Results

06/2013 07/2014 11/2014 04/2015

• Faulty Redirects • Smartphone-only errors

Flash

“Mobile-friendly”

Mobile Friendlinessas a Worldwide

Ranking Signal

53

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DIFFERENCE: Desktop VS. Mobile SERPs

54

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Different URLs

Smartphone

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DATA-DRIVEN APPROACH

SEO Today

Content Aspects:

• Content Strategy• Content Optimization• Content Success Measurement

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RANKING FACTORS 2015

0

200

400

600

800

1000

1200

1400

1600

1800

2000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

US-MOBILE 2015

US-MOBILE 2014

Word CountW

ord

Co

un

t

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RANKING FACTORS 2015

0

50

100

150

200

250

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

US-MOBILE 2015

US-MOBILE 2014

Number of internal LinksN

um

be

ro

fin

tern

al L

inks

59

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RANKING FACTORS 2015

0

5

10

15

20

25

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

US-MOBILE 2015

US-MOBILE 2014

Keywords in BodyK

eyw

ord

s in

Bo

dy

Search Results are DifferentDepending on Context

MOBILE SEO VISIBILITY

62

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Mobile SEO Visibility

My Project

Deep Insights forDevices Mobile

TAKEAWAYS

Technical Optimizationhelps to create Rankings…

(when done correctly)

1.

64

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EXAMPLE: SEO - BUT NO RELEVANT CONTENT

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EXAMPLE: SEO - BUT NO RELEVANT CONTENT

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EXAMPLE: SEO - BUT NO RELEVANT CONTENT

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EXAMPLE: SEO - BUT NO RELEVANT CONTENT

#1 No Rankings

TAKEAWAYS

Technical Optimizationhelps… but only

RELEVANT CONTENTcreates long-term Success!

1.

TAKEAWAYS

Technical Optimization

≠ Keyword Optimization

= Site Structure + Usability

1.

TAKEAWAYS

Don‘t provide

Keywords – provide

ANSWERS

2.

TAKEAWAYS

Content HOLISTIC

= context-based+ user-focused

3.

BONUS

Success is the result of

SEO +

Relevant CONTENT

*

SEO Today

* Search

EXPERIENCE

Optimization

Thank you@marcustober