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Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
An Inside the Numbers Look
at Google in 2017
What Has Google
Been Up To?
Breaking Into Job Listings
Breaking Into Reservations
Breaking Into Cultural Content
Disintermediating Lists
Penalizing vs. Ignoring Spam
Facing their 1st Real Threat in Years
Losing their First Big Case vs. the EU
Facing Potential
Regulation of
Results in
Canada
Paying Professors to Have Their Back
But Google is Still the
Unquestionable Behemoth
Where Do People Search?
Breakdown of Searches
on Major Web Properties
October 2016
Breakdown of Searches
on Major Web Properties
May 2017
GoogleCore
Oct2016 May2017
GoogleImages
Yahoo
Bing
GoogleMaps
Amazon
Facebook
Gained/Lost
58.9%
27.7%
2.6%
2.3%
2.2%
1.9%
...
GoogleCore
Oct2016 May2017
GoogleImages
Yahoo
Bing
GoogleMaps
Amazon
Facebook
Gained/Lost
58.9%
27.7%
2.6%
2.3%
2.2%
1.9%
...
GoogleCore
Oct2016 May2017
GoogleImages
Yahoo
Bing
GoogleMaps
Amazon
Facebook
Gained/Lost
58.9%
27.7%
2.6%
2.3%
2.2%
1.9%
...
GoogleCore
Oct2016 May2017
GoogleImages
Yahoo
Bing
GoogleMaps
Amazon
Facebook
Gained/Lost
58.9%
27.7%
2.6%
2.3%
2.2%
1.9%
...
Google’s Growth
So far, 2017 is trending ~10-15% higher than 2016, not including voice or Apple devices
Total Searchers vs. Active Searchers
United States
Canada
United Kingdom
Average
Searches/Month
%ofSearchersw/10+
Searches...
Google CTR Breakdown
Relatively flat excluding seasonality = SEO not being cannibalized by Google’s own results
What are the Web’s Top
Traffic Referrers?
Google.com
Oct2016 May2017
Facebook.com
Reddit.com
YouTube.com
Imgur.com
Bing.com
Wikipedia.org
Gained/Lost
59.2%
6.5%
5.4...
Google.com
Oct2016 May2017
Facebook.com
Reddit.com
YouTube.com
Imgur.com
Bing.com
Wikipedia.org
Gained/Lost
59.2%
6.5%
5.4...
Google.com
Oct2016 May2017
Facebook.com
Reddit.com
YouTube.com
Imgur.com
Bing.com
Wikipedia.org
Gained/Lost
59.2%
6.5%
5.4...
Top 10 11-100 101-1K 1K-10K 10K+
Google 22.2% 14.9% 18.0% 18.7% 26.2%
Facebook 42.7% 17.7% 15.3% 12.9% 11.3%
Yahoo 39.2% 1...
Top 10 11-100 101-1K 1K-10K 10K+
Google 22.2% 14.9% 18.0% 18.7% 26.2%
Facebook 42.7% 17.7% 15.3% 12.9% 11.3%
Yahoo 39.2% 1...
Top 10 11-100 101-1K 1K-10K 10K+
Google 22.2% 14.9% 18.0% 18.7% 26.2%
Facebook 42.7% 17.7% 15.3% 12.9% 11.3%
Yahoo 39.2% 1...
Top 10 11-100 101-1K 1K-10K 10K+
Google 22.2% 14.9% 18.0% 18.7% 26.2%
Facebook 42.7% 17.7% 15.3% 12.9% 11.3%
Yahoo 39.2% 1...
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Watch for More Data on the Moz Blog Soon!
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Thanks to a partnership with Jumpshot, Moz is presenting data about Google's search growth, click distribution, and more via a panel of millions of US web users.

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Inside Google's Numbers in 2017

  1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com An Inside the Numbers Look at Google in 2017
  2. What Has Google Been Up To?
  3. Breaking Into Job Listings
  4. Breaking Into Reservations
  5. Breaking Into Cultural Content
  6. Disintermediating Lists
  7. Penalizing vs. Ignoring Spam
  8. Facing their 1st Real Threat in Years
  9. Losing their First Big Case vs. the EU
  10. Facing Potential Regulation of Results in Canada
  11. Paying Professors to Have Their Back
  12. But Google is Still the Unquestionable Behemoth
  13. Where Do People Search?
  14. Breakdown of Searches on Major Web Properties October 2016
  15. Breakdown of Searches on Major Web Properties May 2017
  16. GoogleCore Oct2016 May2017 GoogleImages Yahoo Bing GoogleMaps Amazon Facebook Gained/Lost 58.9% 27.7% 2.6% 2.3% 2.2% 1.9% 0.7% YouTube 3.8% 64.8% 21.8% 2.4% 2.4% 1.2% 2.3% 1.5% 3.6% +5.9 -5.9 -0.2 +0.1 -1.0 +0.4 +0.8 -0.2
  17. GoogleCore Oct2016 May2017 GoogleImages Yahoo Bing GoogleMaps Amazon Facebook Gained/Lost 58.9% 27.7% 2.6% 2.3% 2.2% 1.9% 0.7% YouTube 3.8% 64.8% 21.8% 2.4% 2.4% 1.2% 2.3% 1.5% 3.6% +5.9 -5.9 -0.2 +0.1 -1.0 +0.4 +0.8 -0.2 We think this is Halloween
  18. GoogleCore Oct2016 May2017 GoogleImages Yahoo Bing GoogleMaps Amazon Facebook Gained/Lost 58.9% 27.7% 2.6% 2.3% 2.2% 1.9% 0.7% YouTube 3.8% 64.8% 21.8% 2.4% 2.4% 1.2% 2.3% 1.5% 3.6% +5.9 -5.9 -0.2 +0.1 -1.0 +0.4 +0.8 -0.2This is compensated for by a rise in web search clicks to local results
  19. GoogleCore Oct2016 May2017 GoogleImages Yahoo Bing GoogleMaps Amazon Facebook Gained/Lost 58.9% 27.7% 2.6% 2.3% 2.2% 1.9% 0.7% YouTube 3.8% 64.8% 21.8% 2.4% 2.4% 1.2% 2.3% 1.5% 3.6% +5.9 -5.9 -0.2 +0.1 -1.0 +0.4 +0.8 -0.2 I’m keeping an eye on these two
  20. Google’s Growth So far, 2017 is trending ~10-15% higher than 2016, not including voice or Apple devices
  21. Total Searchers vs. Active Searchers United States Canada United Kingdom Average Searches/Month %ofSearchersw/10+ Searches/Month 103-119 120-139 120-135 ~39% ~40% ~41%
  22. Google CTR Breakdown Relatively flat excluding seasonality = SEO not being cannibalized by Google’s own results
  23. What are the Web’s Top Traffic Referrers?
  24. Google.com Oct2016 May2017 Facebook.com Reddit.com YouTube.com Imgur.com Bing.com Wikipedia.org Gained/Lost 59.2% 6.5% 5.4% 4.5% 2.2% 2.2% 1.4% Yahoo.com 6.0% 62.6% 5.9% 4.1% 4.7% 1.5% 2.1% 1.4% 5.0% +3.4% -0.6% -1.3% +0.2% -0.6% -0.1% +0% -1.0% Amazon.com 1.3% 1.4% +0.1%
  25. Google.com Oct2016 May2017 Facebook.com Reddit.com YouTube.com Imgur.com Bing.com Wikipedia.org Gained/Lost 59.2% 6.5% 5.4% 4.5% 2.2% 2.2% 1.4% Yahoo.com 6.0% 62.6% 5.9% 4.1% 4.7% 1.5% 2.1% 1.4% 5.0% +3.4% -0.6% -1.3% +0.2% -0.6% -0.1% +0% -1.0% Amazon.com 1.3% 1.4% +0.1% This is when Reddit stopped using Imgur for all its image hosting
  26. Google.com Oct2016 May2017 Facebook.com Reddit.com YouTube.com Imgur.com Bing.com Wikipedia.org Gained/Lost 59.2% 6.5% 5.4% 4.5% 2.2% 2.2% 1.4% Yahoo.com 6.0% 62.6% 5.9% 4.1% 4.7% 1.5% 2.1% 1.4% 5.0% +3.4% -0.6% -1.3% +0.2% -0.6% -0.1% +0% -1.0% Amazon.com 1.3% 1.4% +0.1% In 7 months, Google gained more share than all but the top 5 even have 
  27. Top 10 11-100 101-1K 1K-10K 10K+ Google 22.2% 14.9% 18.0% 18.7% 26.2% Facebook 42.7% 17.7% 15.3% 12.9% 11.3% Yahoo 39.2% 15.8% 15.6% 14.0% 15.4% Reddit 75.2% 11.0% 7.2% 4.4% 2.2% Youtube 80.1% 7.2% 5.4% 4.1% 3.2% Not All Referrers Send Traffic Equally (data below from May 2017)
  28. Top 10 11-100 101-1K 1K-10K 10K+ Google 22.2% 14.9% 18.0% 18.7% 26.2% Facebook 42.7% 17.7% 15.3% 12.9% 11.3% Yahoo 39.2% 15.8% 15.6% 14.0% 15.4% Reddit 75.2% 11.0% 7.2% 4.4% 2.2% Youtube 80.1% 7.2% 5.4% 4.1% 3.2% Not All Referrers Send Traffic Equally (data below from May 2017) Google distributes traffic pretty evenly
  29. Top 10 11-100 101-1K 1K-10K 10K+ Google 22.2% 14.9% 18.0% 18.7% 26.2% Facebook 42.7% 17.7% 15.3% 12.9% 11.3% Yahoo 39.2% 15.8% 15.6% 14.0% 15.4% Reddit 75.2% 11.0% 7.2% 4.4% 2.2% Youtube 80.1% 7.2% 5.4% 4.1% 3.2% Not All Referrers Send Traffic Equally (data below from May 2017) Facebook is strongly biased to the top
  30. Top 10 11-100 101-1K 1K-10K 10K+ Google 22.2% 14.9% 18.0% 18.7% 26.2% Facebook 42.7% 17.7% 15.3% 12.9% 11.3% Yahoo 39.2% 15.8% 15.6% 14.0% 15.4% Reddit 75.2% 11.0% 7.2% 4.4% 2.2% Youtube 80.1% 7.2% 5.4% 4.1% 3.2% Not All Referrers Send Traffic Equally (data below from May 2017) Reddit & YouTube even more so
  31. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Watch for More Data on the Moz Blog Soon!
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Thanks to a partnership with Jumpshot, Moz is presenting data about Google's search growth, click distribution, and more via a panel of millions of US web users.

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