the new search ranking formula: 7 elements you need to know

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THE NEW SEARCH RANKING FORMULA:7 Elements You Need to Know Thursday, September 10th, at 1PM ET/10AM PT

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It’s all about sales-qualified leads.Not just clicks and traffic.

Organic Search

SEM & Display Advertising

Social Media Advertising

Conversion Optimization

Content Creation

ROI Reporting

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76% of marketersbelieve marketing has changed more in the last 2 years than in the last 50.Source: Adobe, “Digital Distress: What Keeps Marketers Up at Night?”

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Panda 4.2 – July 2015

Mobilegeddon – April 2015

Quality Update – May 2015

Penguin Everflux – December 2014

Pirate 2.0 – October 2014

Penguin 3.0– October 2014

“In the News” Box – October

2014

Panda 4.1 – Sept. 2014

Authorship Cut-

August 2014

HTTPS/SSL-August 2014

Pigeon – July 2014

Authorship Photo Drop -

June 2014

Payday Loan 3.0 -

June 2014

Panda 4.0 – May 2014

Payday Loan 2.0 -

May 2014

Organic search is no exception.

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Google updates itssearch algorithm500-600 timeseach year.

Source: Moz, “Google Algorithm Change History.”

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71% of business purchase decisions start with a search engine.

Source: Google/Millard Brown Digital, B2B Path to Purchase Study

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1THE TECHNICAL FACTOR

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Audit for on-page technical elements.

<head><meta name=“description” content=“99% of top 30 SERPs have a meta description.”></head>

Meta description

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<head><title>Tell Google about your page</title></head>sd

Title Tag

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Make sure this reflects the right hierarchy and format.

URL Structure

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Audit for on-page technical elements.Create one subdomain per keyword: “seo.webmarketing123.com”

Or, place the keyword in the domain: “seomarketing.com”

Instead focus on the brand and consolidate with one domain with subfolders: webmarketing123.com/SEO

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<img src=“2015report.png” alt=“Avoid the dreaded empty image icon!”

Image alt text

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2THE UX FACTOR

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Google knows if your site is boring.Organic search is moving toward a behavior based ranking system.

1

Bounce rate2

CTR 3

Login data4

Time on site

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Your website needs to answer “What can I do here?” and “Why should I do it?” in under 15 seconds.

Build a solid UX.

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Build a solid UX.Revisit your navigation structure. How many clicks does it take to convert ?

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3THE CONTENT FACTOR

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Organic search success means mastering a staple in traditional marketing: Good content.

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Winning means designing relevant, interesting content.

SaaS CRM Solution

“How to Choose the Right CRM”

“Compare the top SaaS CRM Platforms”

“CRM Pricing”

Holistic, relevant content trumps exact keyword presence.

Be sure to include rich media.

Word count matters! Top 10 results average 1,285 words.*

*But, this varies from industry to industry!

Content fuels organic search.

Source: Searchmetrics: “SEO Ranking Factors 2015”

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4THE KEYWORD FACTOR

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“We continue to see lower correlations between on-page keyword use and rankings.”Source: Moz, “2015 Search Engine Ranking Factors”

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But, keyword strategy still matters.

But, for example, do NOT do this!

Source: Codemakit.com

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Search engines use Latent

Semantic Indexing

to determine whether it’s valuable, relevant

content or spam.

Instead, content should contain the keyword you’d like to rank for and related keywords.


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In short, optimize for user intent, not keywords.

Use a keyword mapping doc!


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5THE MOBILE FACTOR

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Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014.

Google’s mobile-friendly algorithm is coming.

21April

Remember Mobilegeddon?Not quite as epic as we thought.

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Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014.

…Or, was it?Let’s take a second look a the impact.

Source: Stone Temple Consulting: “Mobilegeddon: Nearly 50% of Non-Mobile Friendly URLs Dropped in Rank.”

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Use “Responsinator.com” to easily view how your site renders.

Source: Moz, “The SEO of Responsive Web Design”

Don’t ignore mobile.

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6THE LINK FACTOR

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“Despite rumors to the contrary, the data continues to show some of the highest correlations between Google rankings and the number of links to a given page .”Source: Moz, “2015 Search Engine Ranking Factors”

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Invest in content marketing. Nurture relationships with influencers.

Be careful to build links the right way.

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Otherwise, spamming your site with bad links will be costly.

Be careful to build links the right way.

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Just in case, here’s the clean up plan.

2

3

Get a list of your inbound links from Google’s Search Console.

Ask the link source to remove the link.

Use the Google disavow tool on all bad links.

Conduct a link profile audit to identify bad links.

1

4

Resubmit your site for Google reconsideration.5

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7THE SOCIAL FACTOR

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“…The number of social shares a page accumulates tends to show a positive correlation.”Source: Moz, “2015 Search Engine Ranking Factors”

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Social boosts chances of link building and reaching influencers.

Don’t confuse correlation & causation.

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Where will the future take organic search?

#123webinar800.619.1570 [email protected]

. Deliver more sales-qualified leads.

Chat with our team and get your customized lead gen plan today.

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QUESTIONS? ASK AWAY!

Robyn Winner, Webmarketing123Senior Campaign Manager, SEO

Thanks!

the new search ranking formula: 7 elements you need to know

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