Video transcription
Hi, Whiteboard Friday fans. I’m Will Critchlow! one of the founders of Distilled! and what I want to talk about today is connecting the dots between some of the theoretical work that some of my colleagues are doing and some of the client work that we’ve been doing recently and the results that we’re seeing from that in the wild and what I think it means for strategies going from here to different sites.
Correlation and a hypothesis
What Tom presented at Search Love London started with the fact that the correlation between domain authority and ranking has been decreasing over time. So he pulled some data from February 2017 and looked at the same data 18 months later and saw a significant decrease in the correlation between domain authority and ranking.
This is part of a group of work that he has peru number data done and presented on potentially less reliance on forward links and some of the other data that Google is using! some of the other metrics and ranking factors that they are using in their place! particularly branded metrics, etc.
What are the two types of DLP?
But Tom saw this drop and made a hypothesis that it wasn’t just a drop across the board. It wasn’t just that Google wasn’t using links anymore or using links less. It was actually a more granular effect than that. This is a two-tiered SERP or what do we mean by a two-tiered SERP. So a search engine results page, a SERP! you’ve got some results at the top and some results at the bottom of the page.
How many principles does GDPR have?
What Tom found – he had this hypothesis that was born out of the data – was that the relationship between domain authority and ranking what is b2c marketing and how to use it effectively was much greater in the 6 to 10 positions than it was in the top half of the search results page and that this could be explained.
A primarily to some extent by traditional ranking factors that play a role further down the page and in niches of lower competition and that where we have the most volume of data to search for! in those higher positions! that traditional ranking factors played less of a role.Learn more about the new DA.
Using limited ads in layout?
They might get you into the consideration set. There are no domain rankings that are very! very weak. But once you’re in the consideration set! there’s very little correlation between these different positions. So it’s still true on average that china data these positions 1 through 5 are probably more authoritative than the sites that are showing up in the lower positions. But there’s less predictive value within that set.
Learn more about the new DA.
Domain authority is less predictive of ranking within that set than ranking within that set. So this is a two-tier SERP! and it’s consistent with a bunch of data that we’ve seen all over the place and particularly with the results that we’re seeing across content campaigns and content strategies for different types of sites.