The document discusses evidence that links and traditional ranking factors matter less for the top positions in Google search results. It provides examples showing weaker correlations between domain authority and rankings in the top 5 positions. It also shows how search results can change dramatically for high-volume keywords as Google reassesses search intents. The explanation is that Google prioritizes user experience metrics like time on page and bounce rate over links. The implications are that SEOs should optimize for Google's metrics rather than links alone and focus on price, speed, experience and brand rather than just technical SEO.
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
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
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
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
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
144. @THCapper
“How can a chicken shop measure brand?”
● Branded search
● Social following
● Survey data
https://www.distilled.net/resources/measuring-brand-awareness/