SEO in 2017/18
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Rand's presentation from Web Summit Lisbon 2017 covering how the SEO world has evolved and what's needed to rank and succeed in Google.
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SEO in 2017/18
- 1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com The SEO World in 2018 How SEO is affected by Google’s changes, searcher behavior, new technology, and the marketing world
- 5. Here’s Real Data on who sends how much traffic on the web.
- 7. 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% NotAllReferrers SendTrafficEqually (databelowfromMay2017)
- 8. 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% NotAllReferrers SendTrafficEqually (databelowfromMay2017) Google distributes traffic pretty evenly
- 9. 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% NotAllReferrers SendTrafficEqually (databelowfromMay2017) Facebook is strongly biased to the top
- 10. 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% NotAllReferrers SendTrafficEqually (databelowfromMay2017) Reddit & YouTube even more so
- 11. Mobile CTR 2.0% on Paid 40.9% on Organic 57.1% Don’t Click
- 12. 2.8% on Paid Desktop CTR 62.2% on Organic 35% Don’t Click
- 13. CTRonGoogle Mobile vs.Desktop There may be more traffic opportunity from desktop STILL due to higher CTR Source
- 14. Some Remarkable Stats On Searcher Behavior…
- 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 -0.2 We think this is Halloween
- 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 -0.2This is compensated for by a rise in web search clicks to local results
- 20. 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
- 21. Google’s Growth So far, 2017 is trending ~10-15% higher than 2016, not including voice or Apple devices
- 22. Google CTRBreakdown Relatively flat excluding seasonality = SEO not being cannibalized by Google’s own results
- 23. The move from SERP ranking to SERP Features
- 25. SERPFeatures Massively Impact CTR
- 27. But, in2017,There’sAlso More Feature Opportunity ThanEver Before You can do SEO to show up here And here
- 28. And here
- 29. Here And here Here too Also here Yup!
- 30. 16Features Every SEO ShouldConsider: Videounits SERPFeatureType HowtoGetIn “PeopleAlsoAsk” FeaturedSnippet MapsBox KnowledgePanel TopStories(News) Images Apps Create&optimizeonYouTube(or,rarely,Vimeo) Branding–getsearchedforwith/afterthequery Phrasing&positionofshortanswerincontent ClaimGMB,getlinks,earncitations,benearby Earnbrandassociation,usestructuredmarkup GetinGoogleNews,earnlinks,titlew/KWs Relevantimages,altattributes,&directembeds KWsintitle/description,getpopularinappstores
- 32. The move from results to answers.
- 33. ManyQueriesGet NoClicksatAll According to our clickstream data, <25% of searchers will click from a result like this.
- 34. Thisissocommon that, accordingtoourdata, 49%of searches results in0clicks!
- 35. WhySacrificeAd $$for Answers? These are high CPC ads, with high ROI Why is Google hurting ad CTR w/ these answers?!
- 36. Google’s willing to lose a lot of short-term revenue in exchange for addictive search behavior
- 37. Answers MoreSearches The addiction of search is powerful, i.e. “Google always knows just what I mean!”
- 40. InOrganic, FeaturedSnippetsAre Google’sPrimary “Bethe Answer” Bet.
- 43. More on How to Become theAnswer: Via Dr. Pete (and more Dr. Pete)
- 44. The move from expressed to implied intent.
- 45. Past: QueryTerms Determined Results
- 49. It’s NotJustSearch Suggestions; It’s RankingsToo
- 51. I stumbled across an article mentioning this resort in Japan early in my trip-planning research
- 52. By searching for & clicking the site in Google, I biased the engine to show me more results from that domain in the future.
- 53. By the time I reached evaluation stage, it was too late to convince me to stay anywhere else…
- 54. If GoogleBecomesaSuggestion Engine,Marketers WillBe Left WithTwoChoices: Capture attention here Or compete, unaided, here
- 55. But Rand, How Do I Rank My Site in Google?
- 56. 8BroadAreasofGoogle’sRankingAlgorithm (forclassic,ten-blue-linksstyleresults): Links Quality of Host Domain Query Satisfaction User Experience Personalization Technical & Crawl KeywordsContent
- 60. Usingthesearcher’skeywordsintelligentlyonyourpagestill mattersforrankings(andforCTRintheresults)Keywords Ring failed to rank until they changed their page title to include “video doorbell”
- 66. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Thank You!