Más contenido relacionado La actualidad más candente (20) Similar a The Content Evolution By Marcus Tober #SEJSummit (20) Más de Search Engine Journal (20) The Content Evolution By Marcus Tober #SEJSummit1. © Searchmetrics. All rights reserved. Do not distribute without permission.
Marcus Tober
London
05/12/2015
The Content Evolution
Mobile/Desktop – Entities/Keywords – User-Focus & more
@marcustober
3. Founder and CTO of
Searchmetrics
In love with SEO and search
since 2001
Study of computer science
in Berlin, so I‘m the techie!
Marcus Tober
@marcustober
4. Made with love in Berlin
165 passionate people
Innovator in SEO Software &
more since 2005
10. An SEO walks into a bar…
bars, beer garden, lounge,
hangout hole, night club,
mini bar, bar stool, tavern,
pub, beer, whine, whiskey…
12. 11
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@marcustober
SEO Visibility - ehow.com
20. 19
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@marcustober
89%
of Domains are literally
INVISIBLE
11% of Domains
have SEO Visibility >10
DOMAIN VISIBILITY
DOMAIN VISIBILITY
23. 22
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@marcustober
ehow.com/how-does_5316451_long-boil-eggs.html
SNIPPET
24. 23
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@marcustober
March 2015June 2013
9#
#34
1 Ranking !
25. 24
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@marcustober
CONTENT OPTIMIZATION
Ø Market
eHow-URL
26. 25
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@marcustober
CONTENT OPTIMIZATION
38. 37
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@marcustober
thekitchn.com/how-to-boil-eggs-perfectly-every-time…
Keyword Density „boiled eggs“
40. 39
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@marcustober
HOLISTIC WEBSITES
464 #1
41. 40
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@marcustober
SEO Visibility - thekitchn.com
44. 43
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@marcustober
CONTENT OPTIMIZATION
45. 44
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@marcustober
CONTENT OPTIMIZATION
49. 48
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Redirects
RANKING 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 101112131415161718192021222324252627282930
US-MOBILE 2015
Redirects
50. 49
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KeywordinTitle(in%)
RANKING FACTORS 2015
Keyword in Title
51. 50
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RANKING FACTORS 2015
FilesizeFILESIZE
52. 51
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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 Friendliness
as a Worldwide
Ranking Signal
54. 53
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@marcustober
Share of Mobile-Friendly URLs
71%
68%
29%
32%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
After
Before
mobile-friendly
not mobile-friendly
*Basis: SERPs 1-3
Mobilegeddon,
April 21st, 2015
55. 54
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@marcustober
Share of not Mobile-Friendly URLs
27%
26%
36%
30%
29%
37%
0% 10% 20% 30% 40%
SERP 3
SERP 2
SERP 1
Before
After
56. 55
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@marcustober
Average Position Change of URLs
-0,21
+0,20
not mobile-friendly mobile-friendly
57. 56
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Mobilegeddon Loser UK
Desktop SEO Visibility Mobile SEO Visibility Mobile/Desktop Ratio
reddit.com 282584 163055 - 42%
ft.com 258356 151798 - 41%
thisismoney.co.uk 212420 142572 - 33%
collinsdictionary.com 130249 74673 - 43%
autoexpress.co.uk 121878 91935 - 25%
58. 58
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@marcustober
Loser of the Google Mobile Update
-43%
59. 59
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@marcustober
Loser of the Google Mobile Update
?
60. 60
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@marcustober
DATA-DRIVEN APPROACH
SEO Today
Content Aspects:
• Content Strategy
• Content Optimization
• Content Success Measurement
61. 61
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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 101112131415161718192021222324252627282930
US-MOBILE 2015
US-MOBILE 2014
Word Count
WordCount
62. 62
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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 Links
NumberofinternalLinks
63. 63
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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 Body
KeywordsinBody
66. 66
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@marcustober
Mobile SEO Visibility
My Project
Deep Insights for
Devices Mobile
68. 68
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@marcustober
EXAMPLE: SEO - BUT NO RELEVANT CONTENT
69. 69
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@marcustober
EXAMPLE: SEO - BUT NO RELEVANT CONTENT
70. 70
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@marcustober
EXAMPLE: SEO - BUT NO RELEVANT CONTENT
71. 71
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@marcustober
EXAMPLE: SEO - BUT NO RELEVANT CONTENT
#1 No Rankings
77. 77
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@marcustober
HOLISTIC and RELEVANT WEBSITES
Notas del editor Unsere Daten: In DE haben 1.007.795 Domains eine Visibility > 5 von 8.791.799 bekannten Domains, also 11,46%.In US haben 1.336.552 Domains eine Visibility > 10 von 12.356.790 bekannten Domains, also 10,81%. Based on 65.000 Keywords US Based on 65.000 Keywords US Based on 65.000 Keywords US * Der aktuelle Datenpunkt für Mobile ist noch nicht da. Diese Daten hier basieren auf dem Datenpunkt 30.04. * Der aktuelle Datenpunkt für Mobile ist noch nicht da. Diese Daten hier basieren auf dem Datenpunkt 30.04.