Jordan Koene - Advanced Search Summit Napa 2019
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The document discusses the evolution of search engine ranking factors over time from keyword-based to more customized factors. It provides a brief history of factors like social media and content quality that emerged in 2011-2015. The document suggests 2018 may have marked the beginning of an "extinction event" for some industry-level factors and discusses how factors like file size, page speed, and content quality/engagement can have different impacts on search rankings for companies like Columbia vs. Under Armour and Wayfair vs. Overstock. It concludes that the next step in the evolution may be truly customized ranking factors.
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Jordan Koene - Advanced Search Summit Napa 2019
- 1. www.searchmetrics.com An SEO Evolution – and Revolution The Birth of Custom Ranking Factors Who are the Winner & Losers & Why? © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
- 2. www.searchmetrics.com Hi, I’m Jordan… ..and I’m an SEO CEO Searchmetrics, Inc.
- 3. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. What is our universal challenge?
- 4. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Webmaster
- 5. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. “With over 200 factors in Google’s algorithm, SEO is a complex science. But it’s not how much you need to know that makes it really challenging — it’s the ever- changing nature of the rules of the game.”
- 6. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Organic Visibility Stock Price
- 7. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Average Daily Searches 1.2 Trillion Annual Searches
- 8. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. • The birth of ranking factors • How we got here • The winners and losers • What’s next? Stuff we’ll be diving into…..
- 9. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. The beginnings of ranking factors. How were they born?
- 10. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. 2011 The SEO Periodic Table 2012 Social Media Ranking Factors 2013 Content Quality Ranking Factors 2014 Correlation Study Local Ranking Factors 2015 Correlation Study Ranking Factors Mobile Ranking Factors An abbreviated history of ranking factors: the rise
- 11. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. 2016 2017 Industry Ranking Factors Ranking Factors 2018 Web Performance Index 2019 ? An abbreviated history of ranking factors: the fall Various New Players Industry Ranking Factors
- 12. www.searchmetrics.comwww.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Was 2018 the beginning of an extinction? © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Was 2018 the beginning of an extinction event?
- 13. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Or the next step in the evolution? The First Study Keyword- based Industry -based Ranking Factor- based Domai n- based URL- based
- 14. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Google Updates
- 15. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Google Updates: Only a very few matter Bourbon 2005 2011-2015 Panda 2012-2016 Penguin Https 2014 AdWords 2016 2015 RankBrain 2018 Mobile First E-A-T
- 16. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Google Lighthouse Ranking Factors: File Size vs. Impact Size (Large) Impact (High) (Small) (Low)
- 17. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. The Impact: Columbia vs. Under Armour
- 18. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Google Lighthouse Ranking Factors: Speed vs. Impact Speed (Slow) Impact (High) (Fast) (Low)
- 19. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. The Impact: Walgreens vs. CVS
- 20. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Google Content Factors: Quality and Engagement Quality (Poor) Engagement (High) (Superior) (Low)
- 21. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Content Quality: Wayfair vs Overstock
- 22. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Industry Ranking Factors Industry-level ranking factors have already lost relevance
- 23. www.searchmetrics.com The next step in the evolution? © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
- 24. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. The birth of custom Ranking Factors
- 25. www.searchmetrics.com And now for something completely different… © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
Editor's Notes
- Don’t take my word for it, the industry is obsessed with the nature of the changing search landscape.
- Why this matters? Money! This company has 11 SEOs Gobally!
- https://www.heshmore.com/how-much-data-does-google-handle - Searches continue to grow, the reality is that google still has more inventory than they can sell. In our data set over 50% of keywords do not have paid ads. Can you think how this will only
- Expect more changes on privacy Expect more interest in competition Lack of knowledge from our legislators is our biggest weakness as a society