Rand Fishkin, Wizard of Moz
| @randfish | rand@moz.com Moz, Mozcon, & SEO in 2016 The latest updates from Moz, what to expect at Mozcon, & some amazing data about what’s happening in the world of search.

Big Updates in the Search
World10

#1a: Search & Direct Keep
Rising as Traffic Sources…. Social Not So Much. Via SimilarWeb

#1b: Dark Traffic is Still
a Huge Issue Via Bit.ly 38% of my social traffic is “dark.”

#2: Google’s Going All ML
All the Time Via Backchannel

#3: AdWords is Redacting Data
Like It’s the CIA Via Nick Eubanks

#4a: Ten Blue Links? Exists
in Only ~3% of Searches It’s like spotting a snow leopard in the wild. Via Mozcast

#4b: But Most SEOs Still
Ignore SERP Features Via Twitter

#5: Quality is a Sitewide
Metric Via Everett Sizemore

#6a: SEO Continues to Dominate
Other Forms of Web Marketing in Search Interest Via GGTrends

#6b: But Job Postings Show
the Inverse Via Indeed Trends

#7a: RankBrain + Hummingbird Are
Changing How Content Can Rank Google’s been “smart” like this for a while, and keeps improving

#7b: More Content Can Rank
for a Variety of Queries Than Ever Before These 4 queries, and dozens more with the same searcher intent now return nearly identical results

#8a: SEO is a Highly
In-Demand Practice More highly ranked in 2015 than ever before Via LinkedIn

#8b: It Remains More of
a Skill than a Title 10X more LinkedIn profiles with SEO as a skill than SEO in the job title

#9a: PPC Continues Leveling Off
Trend Via Merkle

#9b: To Keep Up, Google’s
Getting Ever More Subtle With Paid Ad Formatting

#10: Thanks to Clickstream Data,
We Finally Know More About How Searchers Engage with Google

Keyword Length of Search Queries
in 2016 1-Word Queries 21.71% 2-Word Queries 23.98% 3-Word Queries 19.60% 4-Word Queries 13.89% 5-Word Queries 8.70% 6+ Word Queries 12.12%

Search Activity The average searcher
performs ~3 queries per day on their desktop/laptop

Distribution of Clicks on Paid
Results 1.19% of Google.com US Searches result in an ad click

Distribution of Clicks on Organic
Results ~51% of all the clicks that happen on Google.com US search results go to organic, non-Google results

Distribution of Clicks on Organic
Results But 49% of clicks go to Google properties of one kind or another (Maps, YouTube, Ads, etc)

Lots of No-Click Searches in
2016 ~40% of searches result in no clicks at all For weather queries like this, it’s ~75%

Search Suggest May Be Biasing
~25% of desktop queries come through Chrome Instant, and many of those that load result in no clicks (as searchers are still typing/refining/choosing)

Top Sites Receiving Google Search
Traffic: 1) youtube.com 2) wikipedia.org 3) facebook.com 4) amazon.com 5) stackoverflow.com 6) pinterest.com 7) reddit.com 8) ebay.com 9) zillow.com 10) imdb.com 11) linkedin.com 12) yelp.com 13) xvideos.com 14) quora.com 15) tripadvisor.com 16) walmart.com 17) answers.yahoo.com 18) pornhub.com 19) nih.nlm.ncbi.gov 20) netflix.com Together, these 20 sites account for 22.8% of all Google search traffic referrals

Google Search Referral Traffic Distribution
Top 20 Websites 22.8% Top 100 Websites 30.59% Top 1,000 Websites 45.58% Top 10,000 Websites 62.66%

Facebook’s Referral Traffic Distribution is
Even More Biased to the Top Top 20 Websites 16.39% Top 100 Websites 30.97% Top 1,000 Websites 59.4% Top 10,000 Websites 81.0%

Russ Jones is Writing a
Post on Moz with Lots More Details About Searcher Behavior Right, Russ?

This Data Lets Us Be
Vastly More Accurate with CTR Estimation & KW Volume Scores Clickstream data can be modeled against AdWords impressions to build more accurate volume ranges And lets us analyze a SERP’s features to predict the CTR Opportunity of the organic results.

The Past Year at Moz

Some Painful Goodbyes

Some Great Folks for Hire

More Wood; Fewer Arrows

A Refocus on SEO

A Guy Who Might Finally
Get to Shave His Mustache

Some of Our Progress in
Moz Local:

Radically improved the process of
distributing listings. Moz Local is now much more transparent about the exact state of your listing’s accuracy on each partner.

Working w/ Duplicate Listings is
Now Way Easier Moz Local customers have closed more than 200,000 duplicates!

Launched Moz Local Insights: Traffic,
rankings, & reviews per location/zip/city/region are now easily aggregated

And Moz Pro:

An Upgraded, More Full-Featured Mozbar

Keyword Explorer

Dozens of Pro Campaign Improvements

We Now Track the 16
Most Common SERP Features in Keyword Rankings

We’ve Got More Accurate KW
Volume Ranges than What Google Provides

As of Last Week, Available
in Pro Campaigns, Too: Boom!

Related Topics for Better On-Page
SEO

Date Ranges for Rankings &
Traffic Data

More, More Stable, Better Upgrades,
Released More Often Get used to seeing a lot more of this yellow “NEW” box in Moz Pro & Moz Local

But We Still Have a
Ways to Go:

LeaderContenderPassableSubpar Keyword Research Site Crawl
& Audit Rank Tracking On-Page SEO Link Data Competitive KW Corpus Reporting & Exports Workflow Management Moz Pro in 2016

What’s Happening at
Mozcon 2016

Amazing Speakers (as always)

Ask Questions to Speakers Via
the Mozcon App (available in the iPhone app store & Google Play)

Live Closed Captions Will Be
Transcribed & Appear on the Screen

Monday Night: The MozCrawl

Tuesday Night: Mozcon Ignite

Wednesday Night: Bash at the
Garage

SWAG: Including a LEGO Roger


The Mozcon Video Game: Roger
Patrol moz.com/roger-patrol

The Moz Hub: Help Us
Make Your SEO Life Better

Demo Some Killer Tools &
Services from Our Invite-Only Mozcon Partners

We Love Taking Photos

We Love Tweets
#Mozcon

We Love The Fistbump

And We’d Love Your Feedback

Get Ready for an Amazing
Mozcon. Thank You!