Parallelsession – Marcus Tober (Searchmetrics)

Room 2 | 14:50 – 15:25

Out with the Old, in with the Niche: Micro Ranking Factors for Micro Moments

Clarence Seedorf won four Champions League titles. Marcus Tober has won zero. That’s two Champions Leagues on average, but if you put Marcus Tober in your football team, the results might not be what you’re looking for. The data set matters. With Google’s search results becoming more complex and data sets becoming larger and larger, it’s becoming harder and harder to see the trends you really need. Using the wrong data or analyzing it the wrong way will give you results that are at best useless, at worst misleading and dangerous for your company’s fortunes. Today, Ranking Factors are only valuable if based on a niche market and tuned to your users’ precise search behavior: Micro Ranking Factors for Micro Moments.

Marcus Tober – Founder and CTO | Searchmetrics

Well known in SEO circles as an innovative thinker and the founder of Searchmetrics, Marcus Tober also founded Ecards and More, one of the largest German online greeting card companies. When Marcus sold a majority share of the company in 2008 to Rocket Internet, it had as many as 180,000 unique visitors per day. When Marcus began in earnest to develop search analytics software, search engine optimization was a little like panning for gold in the Hudson River. With his comprehensive approach he quickly became one of the leading minds in the nascent field of search engine optimization. In 2005, Marcus founded his first SEO company, which became Searchmetrics in 2007.

A self-described Big Data and stats geek, Marcus is frequently asked to comment on trends in the industry. Every time Google makes a significant change to its algorithm—think Panda—or upsets the apple cart with ideas like secure search, Marcus is in demand. And he doesn’t mind ruffling some feathers with his opinions.

“I’ve never been a ‘me too’ guy. I always want to give new technology a try even when it’s disruptive. My focus for Searchmetrics is to be top-notch in everything: software, team, motivation and spirit.”