of the Future
A look at what inputs search engines may adopt in the future
and how it impacts the marketing we do today.
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Ranking Signals of the Future A look at what inputs search engines may adopt in the future and how it impacts the marketing we do today. презентация
Содержание
- 1. Ranking Signals of the Future A look at what inputs search engines may adopt in the future and how it impacts the marketing we do today.
- 2. Find These Slides Online at: bit.ly/futuresignals
- 3. #1 Usage Data of Pages and Sites
- 4. 10,000 visits/day +50% growth last 6 months
- 5. Maybe I should send searchers to the page w/ the greater visitor loyalty & engagement.
- 6. Patent, Analysis on SEO by the Sea
- 7. Ha!
- 8. This type of ranking input could be
- 9. Via Searchmetrics’ Ranking Factors Click-Through-Rate
- 10. #2 Accuracy vs. Popularity of Information
- 12. Nailed It! Rank ‘em high, boys.
- 13. As Google’s research showed, PageRank and accuracy
- 14. By looking at multiple sets of data
- 15. Paper from Google Researchers, Analysis by NPR
- 16. Consistently accurate facts could raise a site’s
- 17. #3 Query Structure as an Anchor-Text-Like Signal
- 18. Many searchers using query structures in a
- 19. Looks familiar
- 20. Popular searches around a brand could indicate associations that manifest in ranking inputs.
- 21. That ranking might be at partially, causal, rather than mere coincidence.
- 22. #4 Brands as Entities, Entities as Answers
- 23. More and more brands are becoming entries in Google’s Knowledge Graph
- 24. IMO, these brand dropdowns suggest an
- 25. In many competitive SERPs, there seems to
- 26. Some brands get so tightly connected
- 27. Suggest also shows us brand queries that earn strong connections to URLs
- 28. Even some generic queries bring back branded domain suggestions
- 29. an experiment! Let’s try
- 30. Call Out Your Answer: What site
- 31. Yup. Yup. Yup. Yup. Weird.
- 32. Call Out Your Answer: What site
- 33. Yup. Yup. Yup. Yup. Yup. Yup. Yup.
- 34. Call Out Your Answer: What site
- 35. Maybe? Yup. Yup. Yup. Maybe?
- 36. Call Out Your Answer: What site
- 37. Maybe? Yup. Yup. Yup. Yup.
- 38. Best Way to Rank in 2018? “Yup.”
- 39. #5 Tracing the Visit Path to an Answer
- 40. Problem-solving on the web often looks something
- 41. Google wants to do this: Broad search
- 42. If Google sees that many people who perform these types of queries:
- 43. Eventually end their queries on the topic after visiting: The Ramen Rater
- 44. They might use the clickstream data to
- 45. They’re definitely getting and storing it.
- 46. Google was just granted an interesting patent
- 47. #6 Weighting Elements of User Experience
- 51. Patent Application from Google, Analysis on SEOByTheSea
- 52. If they aren’t already doing it,
- 53. #7 Replacing Flawed Humans w/ Deep Learning Machines
- 54. Jeff Dean’s Slides on Deep Learning Are a Must Read for SEOs
- 55. Google’s Deep Learning system studied
- 56. Replace YouTube with the Web
- 57. Google knows there’s two, but based on
- 58. In the future, even Google’s search quality
- 59. strange path… Google seems to be going down a
- 60. Total searchers, number of searchers, & searches
- 61. Is Google sacrificing ad impressions to make searchers happier?
- 62. Are they willing to take away queries
- 63. I am too. Skeptical?
- 64. IMO, Google’s thinking long term. They want
- 65. Via RKG Report Facebook has shown Google
- 66. I think Google will chase better UX
- 67. Google will chase better UX to
- 68. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com bit.ly/futuresignals
Find These Slides Online at: bit.ly/futuresignals
Слайд 410,000 visits/day
+50% growth last 6 months
3.7 pages/session
3 visits/unique user/month
6,000 visits/day
-10% growth
last 6 months
1.2 pages/session
1.4 visits/unique user/month
1.2 pages/session
1.4 visits/unique user/month
Слайд 8This type of ranking input could be behind the strong performance
of popular brand sites on queries where classic SEO elements are lacking
Poor keyword targeting, crap relevance, few links, but the sites probably have stronger traffic/engagement than the competition.
Слайд 9
Via Searchmetrics’ Ranking Factors
Click-Through-Rate showed a 0.67 correlation
This May Explain
the High Correlation of CTR w/ Rankings
Слайд 13As Google’s research showed, PageRank and accuracy of information have a
poor correlation on the web.
Слайд 14By looking at multiple sets of data across sites & pages,
an algorithm could determine the consistency of accuracy shown by a site.
Слайд 16Consistently accurate facts could raise a site’s rankings, especially in areas
(like health) where Google weights accuracy more heavily.
Less likely to rank.
More likely to rank.
Слайд 18Many searchers using query structures in a particular fashion could connect
brands and modifiers to keywords
Слайд 20Popular searches around a brand could indicate associations that manifest in
ranking inputs.
Слайд 24
IMO, these brand dropdowns suggest an implicit bias toward accumulating brand
associations and showing them off to searchers
Слайд 25In many competitive SERPs, there seems to be a correlation between
brand dropdowns and ranking higher.
Слайд 26
Some brands get so tightly connected to keywords, they become nearly
analogous with the query
Слайд 40Problem-solving on the web often looks something like this:
Broad search
Narrower search
Even
narrower search
Website visit
Website visit
Brand search
Social validation
Highly-specific search
Type-in/direct visit
Completion of Task
Слайд 41Google wants to do this:
Broad search
All the sites (or answers) you
probably would have visited/sought along that path
Completion of Task
Слайд 44They might use the clickstream data to help rank that site
higher, even if it doesn’t have traditional ranking signals
Слайд 46Google was just granted an interesting patent that suggested a similar
process
Patent Application from Google, Analysis by Bill Slawski
Слайд 51Patent Application from Google, Analysis on SEOByTheSea
Ever since Panda, Google’s been
trying to surface not just quality content, but “high quality websites.”
Слайд 52
If they aren’t already doing it, Google’s at least thinking about
how to measure UX and rank sites that do it better, higher.
Слайд 55
Google’s Deep Learning system studied YouTube clips and eventually invented its
own classification/concept of “cats”
Слайд 56
Replace YouTube with the Web and cats with any given search
query, and it’s not hard to imagine Google creating a deep learning ranking algorithm
Слайд 57Google knows there’s two, but based on my footprint, it biases
to the one matching my behavior, past queries, geography, etc.
Слайд 58In the future, even Google’s search quality engineers may have no
idea why something ranks or whether they’re using a particular factor in the ranking algorithm.
The machine will simply ask “what algorithm produces results that searchers engage with best?” then make it.
Слайд 60Total searchers, number of searchers, & searches per searcher are all
going up
Via RKG’s Quarterly Digital Marketing Report
Слайд 62Are they willing to take away queries that provide revenue?
These searches
could have created revenue, but Google’s pre-empting w/ direct navigation to URLs
Слайд 64IMO, Google’s thinking long term. They want addicted searchers providing data
about themselves so they can charge more per ad unit.
Via Search Engine Land
Слайд 65Via RKG Report
Facebook has shown Google that more data about users
yields more dollars per impression and click.
Слайд 66I think Google will chase better UX to almost any extent
in order to keep searchers & get data, even at the cost of their existing model.
Almost unreal that Google does this w/o AirBnB paying for an ad.
Via Tom Anthony’s Post
Слайд 67
Google will chase better UX to almost any extent in order
to keep searchers & get data, even at the cost of their existing model
My Guess:
