NavBoost: What The F*%K IS IT?

An Entry level view into what NavBooost is and what you can do to start measuring against it

Transcript

1. NAVBOOST: WHAT THE F*%K IS IT?
2. DISCLAIMER! Please do your own research!!!!
3. DISCLAIMER! Please do your own research!!!!
4. THINK OF THE USER!
5. Remember the leak?
7. https://sparktoro.com/blog/an-anonymous-source-shared-thousands-of-leaked-google-search-api-documents-with- me-everyone-in-seo-should-see-them/
9. The Ranking Pipeline (i think…)
10. Ranking Pipeline Initial Document Retrieval Crawling Google crawls, fetches, and renders a page
11. Ranking Pipeline Initial Document Retrieval Mustang Pages are parsed Crawling Google crawls, fetches, and renders a page Key Signals are extracted from a page
12. Ranking Pipeline Initial Document Retrieval Mustang Query Pages are parsed Crawling Google crawls, fetches, and renders a page Key Signals are extracted from a page User Searches Google retrieves documents from index based on Query
13. Ranking Pipeline Initial Document Retrieval Mustang Query Re-Ranking Pages are parsed Twiddlers Crawling Google crawls, fetches, and renders a page Key Signals are extracted from a page This is where Navboost is one part of the re- ranking phase User Searches Google retrieves documents from index based on Query
14. Ranking Pipeline Initial Document Retrieval Mustang Query Re-Ranking Pages are parsed Twiddlers Final SERP Result Crawling Google crawls, fetches, and renders a page Key Signals are extracted from a page This is where Navboost is one part of the re- ranking phase The result you see on a search pages SERP User Searches Google retrieves documents from index based on Query
15. Ranking Pipeline Initial Document Retrieval Mustang Query Re-Ranking Pages are parsed Twiddlers Final SERP Result Crawling Google crawls, fetches, and renders a page Key Signals are extracted from a page This is where Navboost is one part of the re- ranking phase The result you see on a search pages SERP User Searches Google retrieves documents from index based on Query
16. What is NavBoost?
17. IT’S A TWIDDLER A Twiddler is essentially a post-ranking modifier component that applies targeted adjustments to a document's score after the initial ranking has been calculated. There are bloody loads of them!
18. Few Twiddler Examples
19. NavBoost is the twiddler that acts as Google’s click signal processing system Has the highest impact Based on stored user interaction from Search & Chrome All feedback goes back into the ranking pipeline as a quality signal
21. In the perfect world User find relevant result Engage with the page DON’t Return to SERPS Finish the Objective
22. THE USER
23. IT USES 13 MONTHS OF DATA!
24. IT USED TO BE 18 MONTHS!
25. Long Enough For: Seasonal patterns (holiday vs. non-holiday) Recurring events (annual conferences, holidays) Trending topics that peak and fade Stable user behavior establishment Short Enough For: Keep recent behavior more weighted Avoid degradation from old data Respond to algorithm updates/manual actions
27. The Good, The Bad & The LastLongest Click
28. THREE KEY COMPONENTS
29. What Makes a Good Click? User Does Not return to the SERP There are spending time on the page It’s quick to browse and engage with It answers their question
30. What Makes a Bad Click? Users land on page and goes back to SERP Clicks another result straight away Rephrases their search Not answering the search query
31. LastLongestClick? The most important click signal It tracks most recent visits with the deepest engagement As its a fresh signal over a historical one Google trust this system better Usually is a user is completing the task such as a purchase
32. LastLongestClick? Possibly the most important click signal It tracks most recent visits with the deepest engagement As its a fresh signal over a historical one Google trust this system better Usually is a user is completing the task then that accounts for this
33. What it means for SEOs?
34. THINK OF THE USER!
35. BE THE SOLUTION
36. Is my site / page answering the question?
40. Using Search Console to compare your page CTR vs your Domain CTR Is your page CTR bringing down the Average Domain CTR? If so, look deeper as to why?
41. You can get a slight demotion if you are not passing Core Web Vitals If that page is failing, look to improve that to help the user. Many bigger sites are failing due to tech stack so maximise the opportunity.
42. When making changes be patient Treat each significant page change like a migration and wait 90 days This can help you better understand how users are engaging with your changes
43. Key Takeaways
44. Nav Boost Exists! Google use your click data!
45. It’s an integral part of Google Re-Ranking System
46. Use past 13 months of data to help gauge NavBoost engagement
47. GoodClick, BadClick, LastLongestClick
48. THINK OF THE USER!