Presentation of Rand Fishkin CEO of moz and a reference for SEO and the world of google searches where they put in context that google is no longer an ally but became the competition of all SEO
shared by robert mendoza SEO
1. Rand Fishkin | Cofounder & CEO
Google in 2020
From everyone’s search engine to everyone’s competitor…
How Google is changing the web’s landscape,
and how marketers can respond.
46. •*.google.com (including, but not
limited to all of the below)
• maps.google.com
• sites.google.com
• news.google.com
• domains.google.com
• store.google.com
• play.google.com
• chrome.google.com
• blog.google.com
• analytics.google.com
• drive.google.com
• images.google.com
• support.google.com
• plus.google.com (before it was
retired)
•*.youtube.com
•.google (Google’s top-level domain extension)
•*.gmail.com
•*.android.com
•*.abc.xyz
•*.waymo.com
•*.nest.com
•*.blogger.com
•*.thinkwithgoogle.com
•*.waze.com
•*.orkut.com
•*.withgoogle.com
•*.google.org
•*.googleblog.com
•*.googlefiber.net
•*.campus.co
•*.googlesciencefair.com
What About All the Clicks That Go To…
55. In 2005, Google launched one of
their very first instant-answer
widgets – the weather search
feature.
Via SearchEngineLand
56. In 2019, Jumpshot estimates ~220-
340 million Google searches each
month contained the word
“weather”.
We analyzed non-branded
weather searches to see what
CTRs look like.
73. The Zero-Click Decision Tree
Can I benefit from
ranking for this query
even without traffic?
Optimize for KWs
that send traffic
instead
YesNo
Will my team or client give
credit for rankings that
don’t send traffic?
Yes
No
Invest in On-
SERP SEO!
74. The Structured Data Decision Tree
Will I gain or lose value from
adding structured data that
Google may use in an
answer box?
Add the
structured data
and optimize for
rankings!
LoseGain
Would I rather have the
answer box, or cede it to
a competitor to focus on
other KWs?
Cede
Have
Find other KW
opportunities
85. The Big Picture
2: The future of search marketing is nudging behavior through zero-
click queries, not just earning traffic.
1: Organic search traffic has plateaued. Soon to decline.
3: Brand, content, & product investments all must shift. Marketers
can’t do it alone, but we can help organizations make smart, strategic
decision about the future.