The Two Tiered SERP - Tom Capper SearchLove London 2018
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A look at the new game for head terms - how Google is using data from their own SERPs to pick the ultimate winners.
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The Two Tiered SERP - Tom Capper SearchLove London 2018
- 1. The Two-Tiered SERP SearchLove London 2018 Ranking for the Most Competitive Terms
- 3. What are your views on Brexit? Douvres, Brexit, par Banksy (2017) by Paul Bissegger is licensed under CC BY-SA 4.0
- 4. Why aren’t we first for {head term} ?! - your boss, every week
- 7. @THCapper I was missing something @THCapper
- 10. @THCapper I had part of the answer @THCapper
- 11. At the competitive, data-rich top end, links mean increasingly little Me, February 2017
- 12. @THCapper@THCapper Strength of correlation: Domain Authority & Rankings February 2017 October 2018 0.07 0.02
- 13. SEO in 2018 is winning at user testing, brand awareness, and perception Me, February 2017
- 14. @THCapper I was still wrong @THCapper
- 15. @THCapper What if: Head terms are no longer about ranking factors ? @THCapper
- 18. Back to basics: Why might a site rank well?
- 19. @THCapper Google is changing (it’s a cliché) @THCapper
- 20. Google in 2017: 31,584 experiments 2,453 search changes https://www.cnbc.com/2018/09/17/google-tests-changes-to-its-search-algorithm-how-search-works.html
- 22. @THCapper Why is that site outranking me? Basic technical
- 23. @THCapper ● Is it Flash? ● Is there duplicate content? ● Is it noindex? @THCapper
- 24. @THCapper Why is that site outranking me? Basic technical Targeting
- 25. @THCapper ● Is the keyword in the title? ● Is the H1 relevant? ● Is there some copy? @THCapper
- 26. @THCapper Why is that site outranking me? Basic technical Links Targeting
- 27. @THCapper ● Is it linked to internally? ● Is this domain comparable to competitors? ● Is this spammy? @THCapper
- 28. @THCapper Why is that site outranking me? Basic technical Links Targeting Hygiene factors
- 29. @THCapper ● Is it mobile friendly? ● Is it fast? ● Is it keyword-stuffed? @THCapper
- 30. @THCapper 2004 Reasonable surfer 2011 Panda 2012 Penguin 2014 Pigeon 2015 Mobilegeddon @THCapper
- 31. @THCapper Building on the old model @THCapper
- 37. I’m a frog & Google is a saucepan
- 38. @THCapper We are asking the wrong questions Basic technical Links Targeting Hygiene factors
- 39. Evidence
- 42. @THCapper Strength of correlation: Domain Authority & Rankings May 2015 (Moz) February 2017 (Me) 0.07 0.26
- 43. @THCapper Moz Study My Study 17,600 queries from KWP 4,900 queries from STAT
- 44. @THCapper Moz Study My Study 17,600 queries from KWP 4,900 queries from STAT Top 50 results Top 10 results
- 45. @THCapper Moz Study My Study 17,600 queries from KWP 4,900 queries from STAT Top 50 results Top 10 results Desktop only (?) Desktop & Smartphone
- 46. @THCapper Moz Study My Study 17,600 queries from KWP 4,900 queries from STAT Top 50 results Top 10 results Desktop only (?) Desktop & Smartphone May 2015 Feb 2017, Oct 2018
- 47. @THCapper Moz Study My Study 17,600 queries from KWP 4,900 queries from STAT Top 50 results Top 10 results Desktop only (?) Desktop & Smartphone May 2015 Feb 2017, Oct 2018 Mean Spearman correlations Mean Spearman correlations
- 48. @THCapper Moz Study My Study 17,600 queries from KWP 4,900 queries from STAT Top 50 results Top 10 results Desktop only (?) Desktop & Smartphone May 2015 Feb 2017, Oct 2018 Mean Spearman correlations Mean Spearman correlations
- 49. @THCapper Links are less important in the top 10? @THCapper
- 50. @THCapper I need a fairer comparison @THCapper
- 51. @THCapper Hypothesis: The higher you rank, the less “ranking factors” matter @THCapper
- 52. @THCapper Prediction: We’ll see a weaker DA & ranking correlation in positions 1-5 @THCapper
- 53. @THCapper@THCapper Strength of correlation: Domain Authority & Rankings May 2015 (Moz) February 2017 (Me) 0.070 0.260 0.023 October 2018 (Me)
- 56. @THCapper Hypothesis: The higher you rank, the less “ranking factors” matter @THCapper
- 57. @THCapper Hypothesis: The higher you rank, the less “ranking factors” matter @THCapper
- 58. @THCapper Caveat: We only looked at one factor @THCapper
- 59. @THCapper@THCapper Caveat: We lack a control
- 61. @THCapper Theory: Head terms are no longer about ranking factors @THCapper
- 62. @THCapper@THCapper Evidence: 1. Links less relevant in the top 5
- 64. @THCapper Site DA 1 Interflora 53 2 Flying Flowers 46 3 M&S 82 4 Serenata 56 5 NextFlowers 40 6 eFlorist 44 7 & 8 WaitroseFlorist 42 9 Appleyard 44 Rankings 2 weeks before Mother’s Day
- 65. @THCapper Site DA BSV 1 Interflora 53 212,000 2 Flying Flowers 46 24,000 3 M&S 82 3,060,000 4 Serenata 56 5,000 5 NextFlowers 40 4,850,000 6 eFlorist 44 16,000 7 & 8 WaitroseFlorist 42 924,000 9 Appleyard 44 1,700 Rankings 2 weeks before Mother’s Day
- 66. @THCapper Site DA BSV Specialist? 1 Interflora 53 212,000 Yes 2 Flying Flowers 46 24,000 Yes 3 M&S 82 3,060,000 No 4 Serenata 56 5,000 Yes 5 NextFlowers 40 4,850,000 Ish 6 eFlorist 44 16,000 Yes 7 & 8 WaitroseFlorist 42 924,000 Ish 9 Appleyard 44 1,700 Yes Rankings 2 weeks before Mother’s Day
- 67. @THCapper Nice rankings... shame if something happened to them. @THCapper
- 68. @THCapper Keyword: Mother’s day flowers
- 69. @THCapper Keyword: Mother’s day flowers
- 70. @THCapper Keyword: Mother’s day flowers
- 71. @THCapper Keyword: Mother’s day flowers
- 72. @THCapper Keyword: Mother’s day flowers
- 73. @THCapper Keyword: Mother’s day flowers
- 74. @THCapper Keyword: Mother’s day flowers
- 75. @THCapper Keyword: Mother’s day flowers
- 76. @THCapper Keyword: Mother’s day flowers
- 77. @THCapper Keyword: Mother’s day flowers
- 78. @THCapper Keyword: Mother’s day flowers
- 79. @THCapper Keyword: Mother’s day flowers
- 80. @THCapper Keyword: Mother’s day flowers
- 81. @THCapper Keyword: Mother’s day flowers
- 82. @THCapper Keyword: Mother’s day flowers
- 83. @THCapper Keyword: Mother’s day flowers
- 84. @THCapper Keyword: Mother’s day flowers Offline brands: Doing pretty well
- 85. @THCapper Keyword: Mother’s day flowers Offline brands: Doing pretty well
- 86. @THCapper Eflorist & Serenata: Strong domains you never heard of, the “SEO” winners Keyword: Mother’s day flowers
- 87. @THCapper Why is that site outranking me? Basic technical Links Targeting Hygiene factors
- 88. @THCapper Flying Flowers & Appleyard Small brands, small domains, clung on Keyword: Mother’s day flowers
- 89. @THCapper Flying Flowers & Appleyard Small brands, small domains, clung on
- 90. @THCapper Flying Flowers & Appleyard Small brands, small domains, clung on
- 91. @THCapper Flying Flowers & Appleyard Small brands, small domains, clung on
- 92. @THCapper Flying Flowers & Appleyard Small brands, small domains, clung on
- 93. @THCapper Flying Flowers & Appleyard Small brands, small domains, clung on
- 94. @THCapper Flying Flowers & Appleyard Small brands, small domains, clung on
- 95. @THCapper Flying Flowers & Appleyard Small brands, small domains, clung on
- 96. @THCapper Flying Flowers Simple, price-orientated, emphasis on free delivery
- 97. @THCapper Site DA BSV Specialist? Change WaitroseFlorist 42 924,000 Ish +7 M&S 82 3,060,000 No +4 Winners
- 98. @THCapper Losers Site DA BSV Specialist? Change eFlorist 44 16,000 Yes -5 Serenata 56 5,000 Yes -16
- 99. @THCapper Hangers on Site DA BSV Specialist? Change Interflora 53 212,000 Yes -2 Flying Flowers 46 24,000 Yes -2 NextFlowers 40 4,850,000 Ish 0 Appleyard 44 1,700 Yes 0
- 100. @THCapper@THCapper Theory: Head terms are no longer about ranking factors
- 101. @THCapper@THCapper Evidence: 1. Links less relevant in the top 5 2. SERPs change when they become high volume
- 103. @THCapper Medic update: Winners Site Visibility NHS +4.6% WebMB +6.5% Healthline +3.5% Bupa +4.9% Cosmopolitan +4.6% Elle +3.6%
- 104. @THCapper Medic update: Winners Site Visibility NHS +4.6% WebMB +6.5% Healthline +3.5% Bupa +4.9% Cosmopolitan +4.6% Elle +3.6%
- 105. @THCapper Medic update: Winners Site Visibility NHS +4.6% WebMB +6.5% Healthline +3.5% Bupa +4.9% Cosmopolitan +4.6% Elle +3.6%
- 106. @THCapper Medic update: Winners Site Visibility NHS +4.6% WebMB +6.5% Healthline +3.5% Bupa +4.9% Cosmopolitan +4.6% Elle +3.6%
- 108. Revenue impact?
- 109. @THCapper@THCapper Theory: Head terms are no longer about ranking factors
- 110. @THCapper@THCapper Evidence: 1. Links less relevant in the top 5 2. SERPs change when they become high volume 3. Google is re-assessing intents for established keywords
- 111. Explanation
- 114. “what percent of users clicked through a picture-link and then quickly clicked back” https://www.cnbc.com/2018/09/17/google-tests-changes-to-its-search-algorithm-how-search-works.html
- 115. @THCapper@THCapper KPI 1: Pogo-stick rate
- 116. “whether there was a significant increase in the time until they made their first interaction” https://www.cnbc.com/2018/09/17/google-tests-changes-to-its-search-algorithm-how-search-works.html
- 117. @THCapper@THCapper KPI 1: KPI 2: Pogo-stick rate Time to SERP interaction
- 118. @THCapper@THCapper Do links get you this? KPI 1: KPI 2: Pogo-stick rate Time to SERP interaction
- 119. @THCapper Reminder: Links are a proxy for popularity & trust @THCapper
- 120. @THCapper Potential factors: - Price - Aesthetics - Short-sighted interstitials @THCapper
- 121. What should you do about it?
- 123. The fundamentals still work
- 127. @THCapper@THCapper KPI 1: KPI 2: Pogo-stick rate Time to SERP interaction
- 130. @THCapper Price
- 131. @THCapper Pop-ups
- 133. @THCapper@THCapper KPI 1: KPI 2: Pogo-stick rate Time to SERP interaction
- 135. @THCapper MetaData
- 136. @THCapper Brand
- 137. @THCapper “But I can’t do anything about brand” @THCapper
- 138. @THCapper
- 139. @THCapper
- 140. @THCapper Or just run ads! @THCapper
- 142. @THCapper Don’t piss people off @THCapper
- 143. @THCapper@THCapper
- 144. @THCapper “How can a chicken shop measure brand?” ● Branded search ● Social following ● Survey data https://www.distilled.net/resources/measuring-brand-awareness/
- 147. @THCapper@THCapper
- 148. What have we learnt?
- 149. @THCapper@THCapper Takeaways: 1. The game has changed 2. Inherit Google’s KPIs 3. But don’t abandon the foundations just yet
- 150. Thank You