Rand's introduction to Mozcon, including 10 of the big trends in SEO in 2016, what Moz has improved, and what to expect at the show.

1. 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.

2. Big Updates in the
Search World10

3. #1a: Search & Direct Keep Rising as Traffic
Sources…. Social Not So Much.
Via
SimilarWeb

4. #1b: Dark Traffic is Still a Huge Issue
Via Bit.ly
38% of my social traffic is “dark.”

5. #2: Google’s Going All ML All the Time
Via Backchannel

6. #3: AdWords is Redacting Data Like It’s the CIA
Via Nick Eubanks

7. #4a: Ten Blue Links? Exists in Only ~3% of Searches
It’s like spotting a snow
leopard in the wild.
Via Mozcast

8. #4b: But Most SEOs Still Ignore SERP Features
Via Twitter

9. #5: Quality is a Sitewide Metric
Via Everett Sizemore

10. #6a: SEO Continues to Dominate Other Forms
of Web Marketing in Search Interest
Via
GGTrends

11. #6b: But Job Postings Show the Inverse
Via Indeed Trends

12. #7a: RankBrain + Hummingbird Are Changing
How Content Can Rank
Google’s been
“smart” like this
for a while, and
keeps improving

13. #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

14. #8a: SEO is a Highly In-Demand Practice
More highly ranked in
2015 than ever before
Via LinkedIn

15. #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

16. #9a: PPC Continues Leveling Off Trend
Via Merkle

17. #9b: To Keep Up, Google’s Getting Ever More
Subtle With Paid Ad Formatting

18. #10: Thanks to Clickstream Data, We Finally Know
More About How Searchers Engage with Google

19. 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%

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

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

23. 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

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

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

26. 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)

27. 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

28. 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%

29. 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%

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

31. 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.

32. The Past Year at Moz

33. Some Painful Goodbyes

34. Some Great Folks for Hire

35. More Wood; Fewer Arrows

36. A Refocus on SEO

37. A Guy Who Might Finally Get to Shave
His Mustache

38. Some of Our Progress in
Moz Local:

39. 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.

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

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

42. And Moz Pro:

43. An Upgraded, More Full-Featured Mozbar

44. Keyword Explorer

45. Dozens of Pro Campaign Improvements

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

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

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

49. Related Topics for Better On-Page SEO

50. Date Ranges for Rankings & Traffic Data

51. 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

52. But We Still Have a
Ways to Go:

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

54. What’s Happening at
Mozcon 2016

55. Amazing Speakers (as always)

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

57. Live Closed Captions Will Be Transcribed
& Appear on the Screen

58. Monday Night: The MozCrawl

59. Tuesday Night: Mozcon Ignite

60. Wednesday Night: Bash at the Garage

61. SWAG: Including a LEGO Roger 

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

63. The Moz Hub: Help Us Make Your SEO Life Better

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

65. We Love Taking Photos

66. We Love Tweets
#Mozcon

67. We Love The Fistbump

68. And We’d Love Your Feedback

69. Get Ready for an Amazing Mozcon.
Thank You!