Page 9 - index
P. 9
RESEARCH, ANALYSIS & TRENDS
The keyword is dead -
long live relevant,
holistic content!
When displaying organic search stay, are the alpha and omega
results, Google sees more and for the content and the ranking
more the user: what they are look- of a website. They send direct
ing for, how they interact with the pulses to search engines how mance (especially with respect
search results, which end device satisfied a user is with the dis- to branding, etc.) of a domain.
they use for an inquiry, and how played search results. There- Good content generally performs
useful the information on the page fore, the internal link structure better in the social networks, as
really is for the user. and optimal side information are search engines want to see and
important indicators for user
In the following, we summarized the and bot. Top ranking pages show good, relevant content.
most important results and learn- structure their content better, Backlinks continue losing
ings from Searchmetrics’ latest contain more interactive ele- ground in the age of semantic
study on ranking factors that identi- ments and are therefore easier contexts and machine learning
fies and analyzes why some sites in to understand and interpretable, with user-focus: If links were
the organic Google search are do- for both the user and the bot. seen for many years as an abso-
ing particularly well and others do lute basis for search engine
not. It comes in handy, that Search- The most relevant content rankings, SEOs and the study of
metrics every year re-analyzes the ranks second to none. Com- ranking factors, they are now
factors that distinguish good ranking pared to 2014, the number of taking increasingly a back seat.
pages at Google and publishes its words examined in all Top30 Today, it is about link earning,
interesting findings, revealing the results has increased in HTML not link building, which is cer-
following key points: documents: Prolonged and es- tainly due to the fact that it is
pecially holistic content be- unclear what links from Google
Technical ranking factors con- comes the default; at the same are actually still counted, and
tinue to be the basic require- time the degree of complexity of mobile users, instead of linking,
ment for good rankings, but the the content has dropped slightly prefer to share content. In addi-
factor keyword is dying: More and the texts are easier to read. tion, only those establish them-
and more websites are techni- A page optimization, which aims selves, who survive. The front
cally optimized, which consider- at individual keywords or key- positions are occupied by older
ably complicates standing out in word lists, without providing tru- and more sedate sites. Even
a crowd. On the top positions ly relevant content to the user, with regards to brands, the num-
rank businesses that are identi- will not be successful in the long ber of different domains that link
fied by brand character as well term. to the homepage has increased
as fast loading and good page over the previous year. Brand
structure. This correlates with Brand factor remains a special awareness and relevant content
Google's claim to guide the user factor: The front positions are simply generate valuable back-
on the crow flies to the most reserved for brands which often links.
relevant results. benefit from the brand factor.
Furthermore, the study reveals Wikipedia, for instance, remains Overall, the current study shows
the withdrawal of a not insignifi- a super-brand, although less that relevance is more important
cant aspect: The percentage of Wikipedia pages rank at the top than ever for a good placement in
keyword domains in the search than the year before. the organic search results, spotlight-
results continues to decrease. It Most social signal correlations ing increasingly the user. Conse-
is more and more about content quently, companies may no longer
optimized for holistic topics, decrease: As in previous years, just focus on building the structure
social signals correlate strongly
hence, meaningful contiguous and the contents of their websites in
keywords that represent entities. with better rankings in the or- an manner, but always have to al-
ganic search results. However, low for a direct connection to the
A well-structured website im- Google always stressed that users - what they're looking for,
proves the user experience and social signals do not constitute what they want to find and how they
can have a positive impact on a direct ranking pointer. Any- want to have the contents pro-
ranking: User signals, such as how, social signals definitely cessed.◊ By Daniela La Marca
the click-through rate, the play a role in the direct traffic
bounce rate or the length of and the overall online perfor-
MediaBUZZ Pte Ltd - Independant ePublisher
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
The keyword is dead -
long live relevant,
holistic content!
When displaying organic search stay, are the alpha and omega
results, Google sees more and for the content and the ranking
more the user: what they are look- of a website. They send direct
ing for, how they interact with the pulses to search engines how mance (especially with respect
search results, which end device satisfied a user is with the dis- to branding, etc.) of a domain.
they use for an inquiry, and how played search results. There- Good content generally performs
useful the information on the page fore, the internal link structure better in the social networks, as
really is for the user. and optimal side information are search engines want to see and
important indicators for user
In the following, we summarized the and bot. Top ranking pages show good, relevant content.
most important results and learn- structure their content better, Backlinks continue losing
ings from Searchmetrics’ latest contain more interactive ele- ground in the age of semantic
study on ranking factors that identi- ments and are therefore easier contexts and machine learning
fies and analyzes why some sites in to understand and interpretable, with user-focus: If links were
the organic Google search are do- for both the user and the bot. seen for many years as an abso-
ing particularly well and others do lute basis for search engine
not. It comes in handy, that Search- The most relevant content rankings, SEOs and the study of
metrics every year re-analyzes the ranks second to none. Com- ranking factors, they are now
factors that distinguish good ranking pared to 2014, the number of taking increasingly a back seat.
pages at Google and publishes its words examined in all Top30 Today, it is about link earning,
interesting findings, revealing the results has increased in HTML not link building, which is cer-
following key points: documents: Prolonged and es- tainly due to the fact that it is
pecially holistic content be- unclear what links from Google
Technical ranking factors con- comes the default; at the same are actually still counted, and
tinue to be the basic require- time the degree of complexity of mobile users, instead of linking,
ment for good rankings, but the the content has dropped slightly prefer to share content. In addi-
factor keyword is dying: More and the texts are easier to read. tion, only those establish them-
and more websites are techni- A page optimization, which aims selves, who survive. The front
cally optimized, which consider- at individual keywords or key- positions are occupied by older
ably complicates standing out in word lists, without providing tru- and more sedate sites. Even
a crowd. On the top positions ly relevant content to the user, with regards to brands, the num-
rank businesses that are identi- will not be successful in the long ber of different domains that link
fied by brand character as well term. to the homepage has increased
as fast loading and good page over the previous year. Brand
structure. This correlates with Brand factor remains a special awareness and relevant content
Google's claim to guide the user factor: The front positions are simply generate valuable back-
on the crow flies to the most reserved for brands which often links.
relevant results. benefit from the brand factor.
Furthermore, the study reveals Wikipedia, for instance, remains Overall, the current study shows
the withdrawal of a not insignifi- a super-brand, although less that relevance is more important
cant aspect: The percentage of Wikipedia pages rank at the top than ever for a good placement in
keyword domains in the search than the year before. the organic search results, spotlight-
results continues to decrease. It Most social signal correlations ing increasingly the user. Conse-
is more and more about content quently, companies may no longer
optimized for holistic topics, decrease: As in previous years, just focus on building the structure
social signals correlate strongly
hence, meaningful contiguous and the contents of their websites in
keywords that represent entities. with better rankings in the or- an manner, but always have to al-
ganic search results. However, low for a direct connection to the
A well-structured website im- Google always stressed that users - what they're looking for,
proves the user experience and social signals do not constitute what they want to find and how they
can have a positive impact on a direct ranking pointer. Any- want to have the contents pro-
ranking: User signals, such as how, social signals definitely cessed.◊ By Daniela La Marca
the click-through rate, the play a role in the direct traffic
bounce rate or the length of and the overall online perfor-
MediaBUZZ Pte Ltd - Independant ePublisher
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
