Evolving SEO: User Intent, Relevance and RankBrain

1
© Searchmetrics. All rights reserved. Do not distribute without permission.
Evolving SEO: The Rise of User Intent
and Relevance
Tuesday, November 15, 2016
11:00 am PT | 2:00 PM ET

2
Introduction
Tyson Stockton
Professional Services Manager
Searchmetrics
Works with some of our largest enterprise clients
specializing in e-commerce
Previous worked in-house for a collection of privately owned
sports specialty retailers
Fascinated by buying cycles and the customer journey
Email: t.stockton@searchmetrics.com
Twitter: @tyson_stockton
LinkedIn: linkedin.com/in/tysonstockton

3
Workshop Overview
• SERP Layout Changes
• Traditional Ranking Factors
• Google’s Intelligence
• 2016 Ranking Factors
• Content Relevance

4
© Searchmetrics. All rights reserved. Do not distribute without permission.@StillShyam

5
Only 10 results
get traffic!
3,130,000,000 results
Online Excess

6
Then Now

7

8

9
Universal Search includes

10

11
Major Trends
Universal Search integrations dominate
the majority of search queries a
80% now include at least one
form of images, videos, news, or maps
What’s new? Extended Search
elements are additional
opportunities to drive organic traffic
Extended
Search
Integrations are
new options for
traffic
Number of
Organic Search
results is 8.5
An Increasing
number of
boxes are in the
SERP
Significant
difference in
results shown
for Smartphone
& Desktop
Searchmetrics Universal & Extended Search Study

12
Measure success with The Searchmetrics Suite
Keyword Rankings
returning a
Universal Search or
Extended Search
integration

13
Source: http://www.gartner.com/it-glossary/predictive-analytics/

14
Ranking Factors Data Set

15
50%
55%
60%
65%
70%
75%
80%
1 3 5 7 9 11 13 15 17 19
Desktop 2016 Desktop 2015
Keyword in Title
RANKING FACTORS
2016
Ø Top10 2016: 55%
Ø Top10 2015 : 75%
-20%
Data June 2016

16
Keyword in Title

17
50%
55%
60%
65%
70%
75%
80%
85%
90%
95%
1 3 5 7 9 11 13 15 17 19
H1Has
RANKING FACTORS
2016
Ø Top10 2016: 87%
Ø Top10 2015 : 80%
+7%
Data June 2016

18
10%
20%
30%
40%
50%
60%
1 3 5 7 9 11 13 15 17 19
Keyword in H1
RANKING FACTORS
2016
Ø Top10 2016: 38%
Ø Top10 2015 : 48%
-10%
Data June 2016
not final

19
500
1,000
1,500
2,000
2,500
3,000
1 3 5 7 9 11 13 15 17 19
Word Count
RANKING FACTORS
2016
Ø Top10 2016: 1,633
Ø Top10 2015 : 1,285
+27%
Data June 2016
not final

20
50
70
90
110
130
150
170
190
1 3 5 7 9 11 13 15 17 19
Internal Link Count
RANKING FACTORS
2016
Ø Top10 2016: 126
Ø Top10 2015 : 150
-16%
Data June 2016

21
0%
5%
10%
15%
20%
1 3 5 7 9 11 13 15 17 19
Adlinks
RANKING FACTORS
2016
Ø Top10 2016: 4%
Ø Top10 2015 : 10%
-6%
Data June 2016

22
SEO Ranking Factors
Traditional Ranking Factors are dying!

23
Why SEO is not dead
Google is the gatekeeper to online information
3,000,000,000
searches per day
Source: google.com/insidesearch/howsearchworks/thestory/index.html

24
Why SEO is not dead
Start point of Purchases
Source: Forrester/ Internet Retailer B2B Buying And Selling Online Survey
92%
of business purchases
start with Search
81%
of shoppers Research
Online before buying
Source: Adweek/ +GE Capital Retail Bank’s Major Purchase Shopper Study
B2B B2C

26
Legend in Neural Network
Research. World renowned A.I.
researcher.
Invented some of the core
algorithms of Deep Learning back in
the 80s
Working with Google since 2011
New novel concept: Thought Vectors
Geoffrey Hinton
Capturing thoughts…

27
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

28
Searchmetrics Hypothesis
Traditional Ranking Factors can no
longer make sense of organic
rankings.

29
Searchmetrics Hypothesis
We said that:
RankBrain concentrates on relevant content
RankBrain uses thought vectors to map relevant results
to queries
This relevance score is then used to help order rankings
Q
R
R

30
The Ranking Factors are not rigid anymore, they are
formless, shapeless and they adapt to the object. Just
like water that changes it shape when you put it into a
cup, bottle or teapot; Ranking Factors can and must be
shaped into a specific industry.

31
Different industries, different Ranking Factors
Health E- Commerce Finance

32
User Intention
Spender Backpacker Intellectual

33
*New Ranking Factors Data Set
Searchmetrics
Research
Cloud
Top search terms
by search volume
Top Google
positions
Deep
Ranking
+
Relevance
Factors
Big Data!
More than just general Ranking Factors

34
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
RANKING FACTORS
2016
10%
Data Q1 2016

35
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
Word Count
RANKING FACTORS
2016
Data Q1 2016

36
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
Referring Domains
RANKING FACTORS
2016
Data Q1 2016

37
Content Structure
Content-Relevance
can be analyzed by structure
AND
It actually has the
highest impact on rankings

38
0.1
0.11
0.12
0.13
0.14
0.15
0.16
0.17
0.18
0.19
1 3 5 7 9 11 13 15 17 19
Desktop
Content Relevance Factor
RANKING FACTORS
2016
*NEW Factor 2016
Data June 2016

39
Source: https://bioethics.georgetown.edu/2015/08/dying-prohibited-eol-in-art-90/

40
Relevance Factors
One Keyword =
One Landing Page
ü KW in Domain
ü KW in Title
ü KW in H1
ü Adlinks
ü 300 Words
ü Links
ü Etc.
Old SEO

41
Relevance Factors
One Topic =
One Landing Page
ü Content Quality
ü User Intention
ü Content Experience
ü Holistic Approach
Evolving SEO

42
http://www.google.com/
security camera systems
10 out of top 10
e-commerce websites for this keyword have an
add to cart function above the fold
E-COMM
Introducing Relevance
Keyword: “security camera systems”

43
security systemssecurity camera systems
10x Shopping Cart
Keyword: “security camera systems”
E-COMM
Introducing Relevance
3x Shopping Cart
+
Google Shopping Integration
4x Vendor
3x Information
(Blog, Reviews etc.)
+
Google News Integration
Transactional Informational

44
VIDEOIMAGES BULLETSTEXT SHOP
Search Query & Expectations

45
Holistic data-driven approach
http://www.google.com/
Searchmetrics Suite:
Content Optimization

46
ü Calculator
ü Mortgage comparison
ü Relevant information
ü Help section

47
ü Help section
Calculator
Mortgage comparison
Relevant information

48
VIDEO
IMAGES
TEXT
BULLETS
Content that fulfills user intent
Requests
Questions Concerns
Problems
Smattering

49
Which topics belong together and which are different?

50
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 than just SEO.
Only platform with
transactional search
data.

51
Summary
• One Topic = One Page NOT One Keyword = One Page
• Focus on Content Quality and User Intent
• Cover topics holistically
• Use data driven approach to ensure your content is competitive and
covering topics holistically
• Continuous Improvement…a page or website is never perfect and you
should never stop improving your content and website as a whole

Evolving SEO: User Intent, Relevance and RankBrain

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Ähnlich wie Evolving SEO: User Intent, Relevance and RankBrain

Ähnlich wie Evolving SEO: User Intent, Relevance and RankBrain (20)

Mehr von Searchmetrics

Mehr von Searchmetrics (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Evolving SEO: User Intent, Relevance and RankBrain