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Reshaping the Landscape of Search: Tracking Google’s Algorithm changes

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The fact Google is always making changes to its algorithm is not going to catch you by surprise. Most of its modifications go unnoticed, but sometimes great innovations are introduced that can affect SEO and leave you out of the top positions in search engine results pages (or what are known as SERPs).

This session will talk about how all those changes can be controlled with tools that measure the “volatility” in the SERPs, that is, if there are more or less displacements between the first positions of the SERPs of a keyword.

Publicado en: Marketing
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Reshaping the Landscape of Search: Tracking Google’s Algorithm changes

  1. 1. Reshaping the Landscape of Search: Tracking Google’s Algorithm changes
  2. 2. Welcome!
  3. 3. Google SERPs are constantly changing Average volatility score is 4.9 out of 10 (SEMrush data for Google US)
  4. 4. Google is constantly testing Major updates happen almost monthly now @fernando1angulo #SearchCamp
  5. 5. @fernando1angulo #SearchCamp
  6. 6. Number of Google Updates in 2017* *SEMrush data @fernando1angulo #SearchCamp TOTAL ORGANIC SEARCH official ORGANIC SEARCH Unconfirmed PAID SEARCH official + unconfirmed 28 2 24 2
  7. 7. Tools that track Google SERP volatility @olgandrienko#SMX #21A serp.watch
  8. 8. Software Keywords Mobile/ Desktop Categories Countries SERP Features Google Updates Other search engines 28,000 ✅ x 7 x ✅ x 17,000 ✅ ✅ 2 x ✅ x 11,000 ✅ x 3 x ✅ x 50,000 ✅ ✅ 2 x x x 1,000 x x x ✅ x x 10,000 ✅ x x ✅ x x no public info ✅ ✅ 6 ✅ ✅ x no public info ✅ ✅ 7 x x x no public info x x x x x Bing no public info ✅ x 50 x x x Tools that track Google SERP volatility @fernando1angulo #SearchCamp serp.watch
  9. 9. Biggest issue-different scales @fernando1angulo #SearchCamp Scale from 1 to 3 Scale from 0 to 10 Scale from 0 to 70 Scale from 0 to 80
  10. 10. Spikes in all tools: Fred Update in April 2017 @fernando1angulo #SearchCamp
  11. 11. Some industries fluctuate more than others and this has nothing to do with Google updates @fernando1angulo #SearchCamp Sports (keyword: tennis) Mobile Desktop
  12. 12. Some industries fluctuate more than others and this has nothing to do with Google updates @fernando1angulo #SearchCamp News (keyword: British Airways; Mobile SERP)
  13. 13. Desktop vs. Mobile @fernando1angulo #SearchCamp Latest scores indicate mobile SERPs tend to change more frequently. Especially the % and number of SERP features is different.
  14. 14. Categories with highest changes News/media Average score in November: 9.4 @fernando1angulo #SearchCamp Sports Average score in November : 9.1 Entertainment Average score in November : 6.2
  15. 15. Example of a very high volatility score (8.0 score) May 17th update (unconfirmed). Keyword: mock draft, first 10 organic positions @fernando1angulo #SearchCamp usatoday.com seccountry.com nfl.com foxsports.com bleacherreport.com walterfootball.com cbssports.com sbnation.com rotoworld.com draftwizard.fantasypros.com10 1 4 5 6 7 8 9 3 2 sbnation.com si.com cbssports.com bleacherreport.com seccountry.com nfl.com foxsports.com draftwizard.fantasypros.com usatoday.com nypost.com NEW! +6 pos. +1 pos. -2 pos. -5 pos. -3 pos. +2 pos. -6 pos. NEW! +6 pos.Maybeforetheupdate) 18th(aftertheupdate)
  16. 16. Categories that get hit the most during Google updates Data from SEMrush Sensor @fernando1angulo #SearchCamp
  17. 17. Go granular. SERP Features trends in the UK’s Finance Industry @fernando1angulo #SearchCamp HTPPS Usage
  18. 18. Go granular. SERP Features trends in the UK’s News Industry @fernando1angulo #SearchCamp Top Stories SERP Features changes for the last 30 days
  19. 19. Go granular. SERP Features trends in the UK’s Shopping Industry @fernando1angulo #SearchCamp Top Ads changes for the last 30 days
  20. 20. Go granular. Track your own scope of keywords @fernando1angulo #SearchCamp Position Tracking integration with Sensor Segmentation by categories might still be too general. Track the volatility of SERPs in your specific niche for keywords that matter to you.
  21. 21. Biggest spikes: April-May @fernando1angulo #SearchCamp May 23rd May 18th April 25th April 17th April 4th
  22. 22. Chatter in the SEO world and similar spikes in tools @fernando1angulo #SearchCamp
  23. 23. Google update & traffic changes : May 2017 @fernando1angulo #SearchCamp Some sites are dropping or surging 20-30%, while others saw much more impact. And there were several that dropped heavily in early May, only to surge back on 5/17. Source: Glenn Gabe http://www.gsqi.com/marketing-blog/may- 17-2017-google-algorithm-update/
  24. 24. Common features among update ”losers” @fernando1angulo #SearchCamp Aggressive advertising implementations Thin content pages Low quality content UX issues usually either hindering to interact with a site, disturbing in general or deceptive (e.g. almost empty category pages, out of stock items), also causing internal content duplication Boiler plates, content with misspellings, poor grammar or content not of any value Wrong user perception (e.g. snippet promises something. entirely different), and high bounce rates / low dwell time as the result–and generally weak UX signals
  25. 25. This leads to the obvious… Fix or remove thin/outdated content @fernando1angulo #SearchCamp Improve user experience Ensure there are no technical issues.
  26. 26. And machines are not yet smarter than us @fernando1angulo #SearchCamp Tools can only guide you, the road you pick yourself.
  27. 27. Change = disaster If you fail to adjust Change = opportunity If you are ready for it
  28. 28. Thankyou!
  29. 29. Thank you! Fernando Angulo Head of International Partnerships and Corporate Speaker f.angulo@semrush.com

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