SERP analysis with respect to Site Type and Search Volume

Moz released 2013 Search Engine Ranking Factors in which there is range of data can be analyzed with the help of various parameters. One of the most utilized parameters is Search Volume and Site type. In this post, we analyze these parameters with the help of broad set of keywords targeting all industries and volumes. It helps to capture the overall algorithm of Google. Several segments were formed in a quest to answer the question asked with much more clarity.

We used an approach where we collected top 50 search results for about 15,000 keywords along with 100 different factors including anchor text, Links, social signals and on-page factors. Then a correlation was formulated between a certain factor and search position. A graphic interpretation of that correlation can be seen below.

SERP pic 1 SERP analysis with respect to Site Type and Search Volume

Higher correlation marks a closer relation with the factor of higher ranking then a lower correlation. Adwords and monthly Local US search result volumes were also used to search results and factors, allowing us to examine different segments across correlation.

Search Volume

Let’s start with Search volume as we segmented each keyword depending on the average Local Us monthly search results from Adwords: less than 5000 searches per month, 5000-15000 searches per month and more than 15,000 searches per month.

Here is a median page to explore data regarding domain authority in each bucket

SERP pic 2 SERP analysis with respect to Site Type and Search Volume

Now without any surprise we can see that overall domain authority, page authority and the exact match domain percentage all increase with search volume. A probable explanation of this fact can be that queries with higher volume are targeted by sites of larger and more authority extent.

Interestingly, higher volume queries don’t require holding higher correlation data with search position. Reason is as simple as that correlation is simply there to predict the order based upon the page authority. To get an idea about the impact search ordering, spearman can be computed in each bucket:

SERP 3 SERP analysis with respect to Site Type and Search Volume

And just in case if you are more accustomed with a graphical representation

SERP pic 4 SERP analysis with respect to Site Type and Search Volume

There is something interesting that can be seen through this data

  1. Keyword related factors mostly have a constant correlation.
  2. Search volume for link, social media and brand has higher correlation factors.

Concrete proofs can be extracted for these above conclusions if we make two queries and look into their SERPS. Here are two different SERP’s of cheap online tickets and home goods online as one being High volume and other being Low volume respectively.

SERP pic 5 SERP analysis with respect to Site Type and Search Volume

Above: Google SERP for “cheap flights”

SERP pic 6 SERP analysis with respect to Site Type and Search Volume

Above: Google SERP for “home goods online”

Whenever a query is made by a user, Google looks for the most appropriate websites for the query in its index. A popular query might have more than one search results associated with it. Google even carries higher number of standards to determine the ranking. A page with relevant page authority? Check by Google and put into top 10 search results. While a website with lower ranking with fewer links can only be shown in lower volume results.

Category of website

Analysis can be repeated for different adwords categories. First, the median page and domain authority and EMD percentage.

SERP pic 7 SERP analysis with respect to Site Type and Search Volume

And the mean Spearman correlations:

SERP pic 8 SERP analysis with respect to Site Type and Search Volume

As a whole there is not much of difference from the trends of search volume, but with a significant change in the keywords related correlations. The businesses and industries with a higher social and link correlations like “Health” & “Travel & Tourism” have a tendency of greater popularity as more outside sites target them for queries. While industries at lower bottom tend to have specific or local intent queries that found their relevancy in product pages or smaller sites.