Making Data Dreams come true - Switching the Gap between ranking factors & your SEO Strategy

Svetlana Stankovic
@locedebubu
Make data dreams come true!
Bridging the gap between ranking
factors and your SEO strategy
http://www.searchmetrics.com/brightonseo-2018
Björn Beth
@bjoernbeth

www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Making data dreams come true
Bridging the Gap between ranking factors & your SEO Strategy
Brighton SEO
28th of September 2018
Björn Beth & Svetlana Stankovic
The Searchmetrics Digital Strategies Group

www.searchmetrics.com
Björn Beth
Director Digital Strategies Group EMEA
© Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Your Speakers
Svetlana Stankovic
Team Lead SEO Consulting

eCommerce
5 Ranking Studies per Industry
Health
Travel
Finance
Media

eCommerce

Top 4 ranking factors summary
30%
larger File Size
40%
higher number of
interactive elements
70 %
more internal
links of urls
99,9 %
of all pages
have TLD.com

Best in class example
used cars for sale UK

Ranks No 1 for “used cars for sale uk”
*unique in links counted by screaming frog
** was not part of the study
Ranking Factor gumtree Benchmark Top 10
File Size in byte 299.381 198.211
Interactive Elements 300 291
More internal links 274* 219
.com (co.uk**) yes 99,9%

Top ranking factor

Prominent quick links to all “top searches”

Chosen category links + always link to “all” in fly out

Structured links to all make models

Links to top searches & top locations

Footer link to all popular searches

If you have 17.5M
pages, you need to
guide users & Google!

Think about your website like you are building a city

Finance

<h2/>
30%
Lower File Size
1 sec
Faster than avg
78%
Have h2
62%
Higher content
relevance
69%
Have unordered
list

cheap personal loan

Ranks No 1 for “cheap personal loans”
*First Meaningful paint in Lighthouse report
**based on average of top 10 ranking urls
Ranking Factor Moneysavingexpert Benchmark Top 10
Load Time 2,9 sec 6,8 sec
File Size 100k bytes 103k bytes
Content Score 91% 59%**

Using http/2 protocol
*Searchmetrics Content Metric
**based on average of top 10 ranking urls

Accepts compressing techniques for JS, CSS
http://www.ipmango.com/http/deflate

Caches images & fonts for 7 days
Source: developer console

You don't need to jump
on AMP to be fast!
Cache, compress &
clean up!

Health

24%
Use HTTPS
91%
Use h2
93%
Higher content
relevance
1 Image
per URL
88%
Ordered list 43%
More words than
average
<h2/> ABC
123

how to lose weight fast

Ranks Nr. 1 for “how to lose weight
fast”
Ranking Factor Healthline Top 10 Benchmark
<h2> 9 1,2*
Word Count 2300 2475
Content Score 93% 71%**
Unordered list 5 1
*, **,***,based on average of top 10 rankings

Well written & structured

Content structured in favour of featured snippets

Consider content creation as an agile process

Media

49%
Higher content
relevance
30.7
links to external
websites
16%
More words than
the average
39%
More Social
Signals
ABC
123

trump

Landing page with 14, 619 articles on a position #1 for “Trump”

Article pages gaining
external links
Tag pages gaining
authority
SHORT LIFESPAN
(2 days on average)
LONG LIFESPAN
(rank for high search
volume queries)
The media dilemma

Long articles with high content relevance and internal linking
“Donald
Trump” tag
Topical article tag
“Spain” country
related news

Tagging system
Main topic
(fresh news)
Country tag
Evergreen
topic
People
Related topic
Different
category
news

Travel

<body/>
57%
More words than
the average
3 sec
lower than avg
47%
Higher content
relevance
29%
More bullets per
lists
38%
More images
than average
48%
Less Keywords in
body
ABC
123

Top ranking factors

best destinations in the world

Step 3
Let’s book it moments
(booking moments)
Step 4
Can’t-wait-to-explore
moments
(experiencing moments)
Step 1
I-want-to-get-away
moments
(dreaming moments)
Step 2
Time-to-make-a-plan
moments
(planning moments)
*Souce: Think with Google
Online travel user journey

Step 3
Step 4
Step 1
Step 2
Online travel user journey
*Souce: tripadvisor.com

Advanced internal search for all stages of user journey
*Souce: tripadvisor.com

Destination landing pages
Flights to Jamaica,
Hotels in Jamaica,
Car rental in
Jamaica
Jamaica
restaurants, things
to do, top places
nearby
Travel blog,
magazine section
Jamaica Landing
page

Holistic destination pages
Tripadvisor.com is ranking #1
“Best time to visit Jamaica”
“Jamaica hotels”
“Things to do in Jamaica”
Keyword coverage in body:
46%

Brighton SEO Key Takeaways
1. Content relevance is one of the most important ranking factors,
especially after E.A.T. update
1. Each industry is unique, and needs user-centric digital strategy
for technical, content and business success
3. Internal linking is more important than ever
4. Think large, do not focus on small portions of the website

Thank you!
Any questions?
Download our slides at:
http://www.searchmetrics.com/brightonseo-2018
@locodebubu | @bjoernbeth

Making Data Dreams come true - Switching the Gap between ranking factors & your SEO Strategy

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Making Data Dreams come true - Switching the Gap between ranking factors & your SEO Strategy