Key SEO Insights from SearchLove London 2018
Last updated on Saturday, March 3, 2018
SearchLove is a two-day conference arranged by Distilled. Each year it brings together some of the world’s leading thinkers in online marketing. The gathering takes place in the UK as well as the US, and we attended the 2018 edition in London to learn more about search. In this sum up we present you a selection of highlights and key takeaways from the speakers within SEO.
‘The two-tiered SERP: Ranking for the most competitive terms’
Tom Capper, London Consulting Team Lead, Distilled
Tom Capper talked about ranking for a head term. You know that high-volume keyword that your boss really cares about. A lot of times it’s difficult to answer his question: “Why aren’t we first for [head term]?!”.
Tom had an interesting theory: What if head terms are no longer about ranking factors? What if Google has so much data now, and they have become so data-driven – using data from their own search results – that ranking factors are no longer a helpful model for these most lucrative positions?
To explore this topic he presented three pieces of evidence and explained the ‘how’ and ‘why’ from Google’s perspective. He also talked about the implications and how you can win in this new game.
One of Tom’s main points was that Google has changed a lot over the years. And continues to do so. Alone in 2017, Google ran 31,584 side-by-side experiments with its quality raters and subsequently launched 2,453 search changes (source). But a lot of SEO’s are still focused on old updates.
Tom tested the hypothesis ‘The higher you rank, the less “ranking factors” matter’ with his own studies focusing on links. His analysis found this to be true: The higher you rank, the less important links are (as a ranking factor). Links are less import in top 10, and in top 1-5, they lose their importance even more. Head terms are no longer about ranking factors. Just look at the fluctuation on the SERP for a big fat keyword like “mother’s day flowers”:
No big changes were done over this period of time. The only thing changed was that many more people started searching for this term around here.
SERPs change when they become high volume!
Also, a lot of formerly commercial keywords are increasingly dominated by informational content. And this is not because Google reordered some ranking factors. It is because of intent. Google is re-assessing intents for established keywords.
For head terms in the top of SERPs, Google might be measuring metrics like:
- Pogo-sticking (don’t look at bounce rate, use event tracking)
- Time to SERP interaction