How the Search Analytics Lab works

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We work with small samples that include hundreds of search queries. Each search result from the top 30 is evaluated on approximately 700 parameters. We calculate the main part ourselves, for some we take third-party data, approximately 100 criteria are assessed by assessors. They are the most reliable way to check the site as a whole; they work mainly with commercial parameters. Further, simple mathematical statistics provide a formal answer to the question of whether there is a significant relationship between the parameter value and the site’s position in search results. We also identify the correlation between the parameter value and the site’s ranking in the top 30. Based on the results, quite a lot of analytical reports have been released that can be downloaded for free. (you need to scroll down the page using the link). Some of them are published in paper form. This work is ongoing, focusing in particular on information requests.


How we analyze ranking factors Let us give two examples of parameter analysis. The graph below Canada Phone Number Data shows the relationship between such a criterion as telephone number 8-800 and places in the top 3 and top 30. For top 3 sites, the phone number 8-800 approaches 60%. For the top 30 the parameter is also high. His influence is stronger in Yandex. Here the correlation coefficient between position and value is less in the top 30 than in the top 3, but the factor itself is more important. Another example concerns the call back criterion. Volovich7.png Until about 2019, the value of this parameter grew steadily and reached the same 60%. Then it dropped significantly for the top 3 and became even lower than in the top 30, where it remained approximately at the same level.




This also applies to backlinks. Recently, site factors, especially in Yandex, have been inclined to choose simply the largest resource. The larger the site, the higher the site quality index (SQI), the more external links. All parameters are highly correlated with each other. For example, the 8-800 phone number above is an attempt to communicate that the business is large scale. Everything else becomes less important. It is important that the site matches the type and intent of the search query . The pages must also be relevant to the queries, otherwise they will not rank well. Significant site parameters include: phone number on the website; commercial factors - price, payment and delivery methods, reviews, warranty; links to the site (not to the page); traffic and user behavior on the site. Search engines can also remember behavioral factors for a page. Text options There are quite a lot of text factors; the table below shows about half of them.