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Kevin indig - SEO Campixx 2020 Keynote

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Wo liegt Google's Zukunft?

Published in: Marketing

Kevin indig - SEO Campixx 2020 Keynote

  1. 1. www.kevin-indig.com Wo liegt Googles Zukunft?
  2. 2. KEVIN INDIG Dein bester Feind
  3. 3. https://www.kevin-indig.com/a-new-google-from-search-to-discovery-engine/
  4. 4. KEVIN INDIG “[…] three fundamental shifts in how we think about Search: The shift from answers to journeys […] The shift from queries to providing a queryless way to get to information […] And the shift from text to a more visual way of finding information […]” (Ben Gomes, 2018, Google Blog)
  5. 5. https://www.blog.google/products/search/helping-you-along-your-search-journeys/
  6. 6. KEVIN INDIG Knowledge Graph Topic Layer Events Names Books BrandsPlaces Politics Evergreen Trends Ideas News
  7. 7. KEVIN INDIG Google treibt konsistent +20% Quartalsumsatz ein (YoY) 3.872 4.827 5.367 5.701 5.523 6.674 6.82 8.44 9.026 10.58 11.81 10.28 13.11 15.71 15.96 18.1 17.73 21.33 21.5 26.06 26.01 32.32 32.66 39.28 36.34 40.5 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Google: quarterly revenue (in billions)
  8. 8. KEVIN INDIG Ad-revenue wächst deutlich langsamer (22% -> 15%) und Youtube wird wichtiger 63.0% 62.3% 60.6% 7.3% 8.1% 9.3% 29.7% 29.6% 30.0% 2017 2018 2019 Google revenue: Search vs. Youtube Search Youtube Other
  9. 9. KEVIN INDIG Smartphones verdoppeln an Anzeigen-Markt für Google
  10. 10. KEVIN INDIG Die zweit-größte Suchmaschine ist nicht Bing, sondern Baidu 3,414 48 35 365 google.com bing.com duckduckgo.com baidu.com Visitorsinmillions Search engines desktop traffic 2019 2019
  11. 11. KEVIN INDIG "We are moving from a company that helps you find answers to a company that helps you get things done.” (Sundar Pichai, Google I/O 2019)
  12. 12. KEVIN INDIG 100k keywords | Mobile + Desktop | 2019
  13. 13. KEVIN INDIG Zeigt Google wirklich mehr Local Packs?
  14. 14. KEVIN INDIG 2/3 denken, dass Google mehr Local Packs zeigt…
  15. 15. KEVIN INDIG … und wer kann es ihnen verübeln? Wirklich, ein Local Pack für “SEO”???
  16. 16. KEVIN INDIG “Tab clicks are strong signals for universal search integrations” Gary Illyes at BAS Q&A https://www.kevin-indig.com/my-notes-from-the-gary-illes-qa-bay-area-search/
  17. 17. KEVIN INDIG 2015: 3-packs ersetzen 7-packs. Seitdem: Ruhe…
  18. 18. KEVIN INDIG … ABER: Mobile Local Packs schrumpfen, außer in Deutschland 0% 5% 10% 15% 20% 25% 30% 35% 40% 1/1/19 2/1/19 3/1/19 4/1/19 5/1/19 6/1/19 7/1/19 8/1/19 9/1/19 10/1/19 11/1/19 12/1/19 % of SERPs on mobile with a local pack comparing US, UK, DE (2019) US Local Pack % UK Local Pack % DE Local Pack %
  19. 19. KEVIN INDIG Local Packs DE: -33% Desktop, +225% Mobile 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% US mobile US desktop UK mobile UK desktop DE mobile DE desktop Local Packs January vs. November 2019 Locak Packs January Locak Packs November
  20. 20. KEVIN INDIG Die ultimative Antwort
  21. 21. KEVIN INDIG Featured Snippets Wachstum USA: +38% mobile, +45% desktop 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 1/1/19 2/1/19 3/1/19 4/1/19 5/1/19 6/1/19 7/1/19 8/1/19 9/1/19 10/1/19 11/1/19 12/1/19 SERPS with Featured Snippets in the US comparing mobile and desktop (2019) US Desktop US Mobile
  22. 22. KEVIN INDIG Featured Snippets Wachstum DE: +86% mobile, +37% desktop 0% 2% 4% 6% 8% 10% 12% 1/1/19 2/1/19 3/1/19 4/1/19 5/1/19 6/1/19 7/1/19 8/1/19 9/1/19 10/1/19 11/1/19 12/1/19 SERPS with Featured Snippets in DE comparing mobile and desktop (2019) DE Desktop DE Mobile
  23. 23. KEVIN INDIG Featured Snippets Wachstum UK: +11% mobile, -14% desktop 0% 5% 10% 15% 20% 25% 30% 1/1/19 2/1/19 3/1/19 4/1/19 5/1/19 6/1/19 7/1/19 8/1/19 9/1/19 10/1/19 11/1/19 12/1/19 SERPS with Featured Snippets in the UK comparing mobile and desktop (2019) UK Desktop UK Mobile
  24. 24. KEVIN INDIG Keine Doppel- Rankings mehr bei Featured Snippets
  25. 25. KEVIN INDIG 1/24: wenig Veränderungen, durchschn. CTR immer noch 43% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 20% 40% 60% 80% 100% CTRafter1/24 CTR before 1/24 Desktop CTR before and after 1/24 for queries with unchanged ranking positions 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 20% 40% 60% 80% 100% CTRafter1/24 CTR before 1/24 Mobile CTR before and after 1/24 for queries with unchanged ranking positions https://www.kevin-indig.com/a-case-study-of-2000-featured-snippets-about-deduplicating/
  26. 26. KEVIN INDIG Die Suche wird visueller
  27. 27. KEVIN INDIG https://www.kevin-indig.com/a-new-google-from-search-to-discovery-engine/ “Since then, we’ve been working to include more imagery and videos in Search, whether it’s illustrated weather reports, live sports clips, or our visual recipe experience. […] We model hundreds of millions of fine-grained concepts for every image and video that we have in our index. […] […] We’re bringing more visual content to Search and completely redesigning Google Images to help you find information more easily.” https://www.blog.google/products/search/improving-search-next-20-years/ BEN GOMES, SVP, Search, News and Assistant at Google
  28. 28. KEVIN INDIG Image Thumbnails sind am 7. März global explodiert 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1/1/19 2/1/19 3/1/19 4/1/19 5/1/19 6/1/19 7/1/19 8/1/19 9/1/19 10/1/19 11/1/19 12/1/19 % of mobile SERPs with an image thumbnail comparing US, UK, DE (2019) US Image thumbnail % UK Image Thumbnail % DE Image Thumbnail %
  29. 29. KEVIN INDIG Image Boxes: wachsen Mitte April, schrumpfen im September 0% 5% 10% 15% 20% 25% 30% 1/1/19 2/1/19 3/1/19 4/1/19 5/1/19 6/1/19 7/1/19 8/1/19 9/1/19 10/1/19 11/1/19 12/1/19 % of SERPs on mobile with an image box comparing US, UK, DE (2019) US Image Box % UK Image Box % DE Image Box %
  30. 30. KEVIN INDIG Nur in den USA: Desktop Image Boxes spalten sich von Mobile 0% 5% 10% 15% 20% 25% 30% 1/1/19 2/1/19 3/1/19 4/1/19 5/1/19 6/1/19 7/1/19 8/1/19 9/1/19 10/1/19 11/1/19 12/1/19 SERPS with Image Boxes in the US comparing mobile and desktop (2019) US Mobile US Desktop
  31. 31. KEVIN INDIG Andere Länder, andere Intents
  32. 32. KEVIN INDIG Query User-Intent Buy/Book Search Find Inspiration Compare Browse Read Listen Watch Research Navigate Learn SERP Features sind Indikatoren für User Intent(s) “See” “Best” “Listen” “Buy” “Book” “Near me” “How” “Where” “What” ”When” “Why” “Tutorial” SERP Features
  33. 33. KEVIN INDIG SERP Feature Korrelationen zeigen Intent noch deutlicher US Mobile US Desktop UK Mobile UK Desktop DE Mobile DE Desktop FS/image thumbnail 0.64 0.62 0.75 -0.26 0.37 0.63 FS/local pack -0.35 -0.10 0.68 -0.06 0.74 0.64 FS/image box 0.54 0.02 0.73 0.11 -0.01 0.30 Image thumbnail/local pack 0.19 0.51 0.73 0.28 0.73 0.29 Image thumbnail/image box 0.58 0.68 0.59 0.35 0.59 -0.08 Image box/local pack 0.02 0.38 0.37 0.14 0.37 -0.21
  34. 34. KEVIN INDIG Featured Snippets + Image thumbnails = Learn Intent - 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 100,000 - 5,000 10,000 15,000 20,000 25,000 ImageThumbnails Featured Snippets Strong positive correlation (.64) between Featured Snippets and Image thumbnails in the US (2019)
  35. 35. KEVIN INDIG SERP Features / User Intent unterscheidet sich je nach Land US Mobile US Desktop UK Mobile UK Desktop DE Mobile DE Desktop FS/image thumbnail 0.64 0.62 0.75 -0.26 0.37 0.63 FS/local pack -0.35 -0.10 0.68 -0.06 0.74 0.64 FS/image box 0.54 0.02 0.73 0.11 -0.01 0.30 Image thumbnail/local pack 0.19 0.51 0.73 0.28 0.73 0.29 Image thumbnail/image box 0.58 0.68 0.59 0.35 0.59 -0.08 Image box/local pack 0.02 0.38 0.37 0.14 0.37 -0.21
  36. 36. KEVIN INDIG 2019 RankRanger SERP Feature Analyse für Deutschland 1. Local Packs = wachsen 2. Featured Snippets = wachsen 3. Die Suche wird visueller 4. SERP Features/Intent variieren nach Land
  37. 37. KEVIN INDIG 1,200 domains | Mobile + Desktop | 2018 –2019 SEMrush Traffic Analytics tool 1,200 domains | Mobile + Desktop | 2018 –2019 SEMrush Traffic Analytics tool
  38. 38. KEVIN INDIG SERP Features = Traffic-Diktaturen
  39. 39. KEVIN INDIG Featured Snippets = weniger traffic (Desktop cor = -0.5, Mobile: -0.4) 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% - 2,000 4,000 6,000 8,000 10,000 12,000 2019-01-01 2019-02-01 2019-03-01 2019-04-01 2019-05-01 2019-06-01 2019-07-01 2019-08-01 2019-09-01 2019-10-01 2019-11-01 Millions Desktop traffic compared with desktop featured snippets in 2019 Desktop traffic Featured snippets 0% 2% 4% 6% 8% 10% 12% 14% 16% 18,000 18,500 19,000 19,500 20,000 20,500 21,000 2019-04-012019-05-012019-06-012019-07-012019-08-012019-09-012019-10-012019-11-01 Millions Mobile traffic vs mobile Featured Snippets 04/19-11/19 Mobile traffic Featured snippets
  40. 40. KEVIN INDIG Image Boxes sind Traffic killer (cor. -0.7) 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% - 2,000 4,000 6,000 8,000 10,000 12,000 2019-01-01 2019-02-01 2019-03-01 2019-04-01 2019-05-01 2019-06-01 2019-07-01 2019-08-01 2019-09-01 2019-10-01 2019-11-01 Millions Desktop traffic compared with desktop Image Boxes in 2019 Desktop traffic Image-Boxes 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% - 2,000 4,000 6,000 8,000 10,000 12,000 2019-04-012019-05-012019-06-012019-07-012019-08-012019-09-012019-10-012019-11-01 Millions Mobile traffic vs Image Boxes 4/19 - 11/19 Desktop traffic Image boxes
  41. 41. KEVIN INDIG Desktop wird immer irrelevanter
  42. 42. KEVIN INDIG Desktop Traffic ist in den letzten 2 Jahren um 9% geschrumpft - 2 4 6 8 10 12 14 2018-01-012018-02-012018-03-012018-04-012018-05-012018-06-012018-07-012018-08-012018-09-012018-10-012018-11-012018-12-012019-01-012019-02-012019-03-012019-04-012019-05-012019-06-012019-07-012019-08-012019-09-012019-10-012019-11-01 Billions Desktop traffic of the largest industries from 01/2018 to 12/2019 Arts and Entertainment Business and Consumer Services Community and Society Computers Electronics and Technology E commerce and Shopping Finance Food and Drink Gambling Games Health Heavy Industry and Engineering Hobbies and Leisure Home and Garden Jobs and Career Law and Government Lifestyle News and Media Pets and Animals Reference Materials Science and Education Sports Travel and Tourism Vehicles Adult
  43. 43. KEVIN INDIG Mobile Traffic ist ~2x so groß wie Desktop 68% 66% 71% 72% 71% 73% 67% 64% 32% 34% 29% 28% 29% 27% 33% 36% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2019-04-01 2019-05-01 2019-06-01 2019-07-01 2019-08-01 2019-09-01 2019-10-01 2019-11-01 Relative destop vs. mobile traffic 04/19-11/19 Mobile traffic Desktop traffic
  44. 44. KEVIN INDIG Mobile ist weitaus wichtiger als Desktop für Suchmaschinen 3,377 336 133 185 2,331 34 26 261 google.com bing.com duckduckgo.com baidu.com Visitorsinmillions Search Engine Desktop vs. Mobile traffic (apr-nov 2019) Mobile Desktop
  45. 45. KEVIN INDIG Verleger bekommen > 20x so viel Mobile wie Desktop Traffic Mean: +2,510%, Median: +193% Data: Parsely
  46. 46. KEVIN INDIG Mobile Traffic wuchs 2019 +13%, Desktop schrumpfte um -24% Data: Parsely 0 50 100 150 200 250 300 350 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 Millions Week Search traffic by device in 2019 Data from Parse.ly desktop mobile tablet
  47. 47. KEVIN INDIG Discover + News sind noch extremer: 13% desktop, 79% mobile 0 5 10 15 20 25 30 35 40 45 50 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 Millions Week Non-Search traffic by device in 2019 Data from Parse.ly desktop mobile tablet Data: Parsely
  48. 48. KEVIN INDIG Von Search & Social zu Entertainment
  49. 49. KEVIN INDIG Am meisten Traffic bekommt: Streaming! (Nicht was du dachtest 😉) Desktop traffic per industry 2018 + 2019 TV Movies and Streaming Dictionaries and Encyclopedias Social Networks and Online Communities No sub name Search Engines Marketplace Video Games Consoles and Accessories Programming and Developer Software Education Email Health Classifieds Arts and Entertainment Computers Electronics and Technology Sports Games Music
  50. 50. KEVIN INDIG Bildung + Entertainment = ⬆ , Technologie = ⬇ Arts and Entertainment 26% Computers Electronics and Technology 26% Reference Materials 14% Science and Education 3% Traffic 2018 Arts and Entertainment Business and Consumer Services Community and Society Computers Electronics and Technology E commerce and Shopping Finance Food and Drink Gambling Games Health Heavy Industry and Engineering Hobbies and Leisure Home and Garden Jobs and Career Law and Government Lifestyle News and Media Arts and Entertainment 29% Computers Electronics and Technology 22% Reference Materials 13% Science and Education 5% Traffic 2019 Arts and Entertainment Business and Consumer Services Community and Society Computers Electronics and Technology E commerce and Shopping Finance Food and Drink Gambling Games Health Heavy Industry and Engineering Hobbies and Leisure Home and Garden Jobs and Career Law and Government Lifestyle News and Media
  51. 51. KEVIN INDIG Desktop Verlierer 2018-2019 (nur > 10M monatl. Visits) Domain Absolut Relativ google.com -792m -57% wikipedia.org -269m -21% reddit.com -122m -18% youtube.com -83m -6% imdb.com -60m -26% wordpress.com -54m -29% twitter.com -49m -18% pinterest.com -33m -28% yahoo.com -33m -26% facebook.com -33m -18%
  52. 52. KEVIN INDIG Gewinner 2018-2019 (nur > 10M monatl. Visits) Desktop Absolut Relativ fandom.com 1,226m 2648% naver.com 266m 80% academia.edu 218m 115% researchgate.net 186m 59% quizlet.com 163m 53% booking.com 96m 49% netflix.com 85m 20% microsoftonline.com 58m 88% roblox.com 52m 17% britannica.com 51m 58%
  53. 53. KEVIN INDIG Traffic-stärkste Domains 2019 Domain (Desktop) Traffic (Desktop) Domain (Mobile) Traffic (Mobile) youtube.com 23.8b wikipedia.org 15.2b wikipedia.org 9.5b facebook.com 13.2b google.com 3.4b youtube.com 6.8b facebook.com 3.1b google.com 3.3b reddit.com 2.6b twitter.com 2.8b vk.com 1.5 instagram.com 2.4b amazon.com 1.3 yahoo.com 2.4b fandom.com 1.2 quora.com 2.1b github.com 1.2 amazon.com 1.6b microsoft.com 1.1 vk.com 1.6b
  54. 54. KEVIN INDIG Online-Bildung findet noch auf dem Desktop statt - 1 2 3 4 5 6 7 8 9 10 2019-04-01 2019-05-01 2019-06-01 2019-07-01 2019-08-01 2019-09-01 2019-10-01 2019-11-01 Millions Mobile traffic of the biggest course sites coursera.org coursehero.com chegg.com udemy.com - 5 10 15 20 25 30 35 40 2018-01-012018-03-012018-05-012018-07-012018-09-012018-11-012019-01-012019-03-012019-05-012019-07-012019-09-012019-11-01 Millions Desktop traffic of the biggest course sites coursera.org coursehero.com chegg.com udemy.com
  55. 55. KEVIN INDIG Gesundheit wird auf dem Smartphone recherchiert 81,069,520 14,692,207 389,259,411 34,727,667 mayoclinic.org (Desktop) clevelandclinic.org (Desktop) mayoclinic.org (Mobile) clevelandclinic.org (Mobile) Organic Traffic Apr-Nov 2019
  56. 56. KEVIN INDIG Einfache Informationen haben keine Chance mehr
  57. 57. KEVIN INDIG Wörterbücher und Thesauren werden ersetzt Knowledge panels
  58. 58. KEVIN INDIG Wikipedia: Google fährt Karuselle hoch (+58% from Sep – Oct 19) Carousels
  59. 59. KEVIN INDIG Wie viel Traffic kann IMDB noch bekommen? Knowledge panels
  60. 60. KEVIN INDIG Schlussfolgerung
  61. 61. KEVIN INDIG Google = alles oder nichts
  62. 62. KEVIN INDIG Organische Ergebnisse bekommen keine Aufmerksamkeit mehr
  63. 63. KEVIN INDIG Am schlimmsten ist es in der mobilen Suche
  64. 64. KEVIN INDIG Network effect: Traffic nutzen um mehr Traffic zu gewinnen Traffic Revenue Content Links Etc.
  65. 65. KEVIN INDIG Google = Suchmaschine Destination
  66. 66. KEVIN INDIG What seems increasingly troubling for Wall Street analysts is Google. […] analysts said: “In our view, the most concerning trend is the reduced efficiency of SEO (search engine optimization) marketing as Google pushes ‘free’ links’ further down the page. In particular, Google is favoring its own ‘Hotel Finder’ platform, along with other paid links, all of which are capturing more real estate on page one of the search results.
  67. 67. KEVIN INDIG TripAdvisor is facing aggressive competition from Google. CEO Steve Kaufer said the search giant's pushing its own hotel products in search results has become TripAdvisor's "most significant challenge," siphoning off quality traffic.
  68. 68. KEVIN INDIG
  69. 69. KEVIN INDIG
  70. 70. KEVIN INDIG Google ist jetzt ein Sportmagazin
  71. 71. KEVIN INDIG Die mobile experience ist noch schlimmer – für Websites
  72. 72. KEVIN INDIG Sportligen verlieren massiv an Traffic (kein Wunder) -12% -27% -11% 9% -30% -20% -10% 0% 10% 20% nhl.com nfl.com nba.com premierleague.com Desktop traffic of major sports leagues 2018 vs 2019 - 1 2 3 4 5 6 7 8 9 10 2019-04-01 2019-05-01 2019-06-01 2019-07-01 2019-08-01 2019-09-01 2019-10-01 2019-11-01 Millions Mobile traffic of premier sports leagues Apri - Nov 2019 nhl.com nfl.com nba.com premierleague.com
  73. 73. KEVIN INDIG SERP Maze = aus einigen SERPs kommst du nicht mehr raus
  74. 74. KEVIN INDIG Der Konkurrent ist nur einen Swipe entfernt
  75. 75. KEVIN INDIG Cameos machen die SERPS zu Destinationen für Leute
  76. 76. KEVIN INDIG “Movies” Tickets kaufen
  77. 77. KEVIN INDIG “what to watch” Inspiration finden
  78. 78. KEVIN INDIG “what to watch” + Bewertungen + Wo schauen
  79. 79. KEVIN INDIG
  80. 80. KEVIN INDIG
  81. 81. KEVIN INDIG
  82. 82. KEVIN INDIG
  83. 83. KEVIN INDIG
  84. 84. KEVIN INDIG “what to make for breakfast” Rezepte
  85. 85. KEVIN INDIG Keine Seite mehr nötig
  86. 86. KEVIN INDIG Hannaford
  87. 87. KEVIN INDIG Google rankt sogar #1 for “SEO” 🤦
  88. 88. KEVIN INDIG Was können wir tun?
  89. 89. KEVIN INDIG Bau dir eine Brand
  90. 90. KEVIN INDIG Booking: +49% Desktop Traffic 2018 vs. 2019 - 5 10 15 20 25 30 35 40 45 50 2018-01-012018-02-012018-03-012018-04-012018-05-012018-06-012018-07-012018-08-012018-09-012018-10-012018-11-012018-12-012019-01-012019-02-012019-03-012019-04-012019-05-012019-06-012019-07-012019-08-012019-09-012019-10-012019-11-01 Millions Booking.com desktop traffic booking.com
  91. 91. KEVIN INDIG Booking: >55% Direct Traffic
  92. 92. KEVIN INDIG Spiel das Spiel, bau eine Brand, opt out Online travel giant Booking Holdings spent upwards of $1 billion on Google ads in the past quarter […] […] it represents a declining percentage of revenue — 31% down from 32.3%. https://www.cnbc.com/2018/11/05/travel-giant-booking-spent-1-billion-on-google-ads-in-the-quarter.html Spending on brand marketing, which includes TV ads, online video and online display ads as well as sponsorships and trade shows, surged 41% in the second quarter to $175 million, climbing to 4.5% of revenue from 3.5% a year ago.
  93. 93. KEVIN INDIG Halte deine User fest: Email, native app, web app
  94. 94. KEVIN INDIG Mobile = Source of Truth
  95. 95. KEVIN INDIG Selbst Brand Keywords haben massive CTR Differenzen auf Desktop vs. Mobile 21.3% 7.1%
  96. 96. KEVIN INDIG 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 G2 traffic by device Organic Desktop Traffic Organic Mobile Traffic Organic Traffic Kommen Traffic-Schwankungen von Mobile oder Desktop?
  97. 97. KEVIN INDIG Be Discovered
  98. 98. KEVIN INDIG Discover = push Search = pull
  99. 99. KEVIN INDIG Conde Nast: Discover bringt mehr Traffic als org. Suche “Google Discover drove more traffic to Vogue’s international editions than Google Search did” (Sarah Marshall, VP digital Conde Nast) “Up to 20% of U.S. sites’ Google traffic come from Discover over the past few months” (John Shehata, head of search Conde Nast) https://digiday.com/media/publishers-see-mobile-traffic-spikes-google-discover/
  100. 100. KEVIN INDIG Discover: durchschn. CTR +13%, (+8% mehr als normale org. Suche) Quelle: Merkle Studie von 6,500 URLs, 58 Domains
  101. 101. KEVIN INDIG Discover: durchschn. CTR +13%, (+8% mehr als normale org. Suche) News-Seiten: 31% Marktanteil, 99% Clicks Quelle: Merkle Studie von 6,500 URLs, 58 Domains
  102. 102. KEVIN INDIG Discover: durchschn. CTR +13%, (+8% mehr als normale org. Suche) News-Seiten: 31% Marktanteil, 99% Clicks Haltbarkeit: 3-5 Tage Quelle: Merkle Studie von 6,500 URLs, 58 Domains
  103. 103. KEVIN INDIG Discover: durchschn. CTR +13%, (+8% mehr als normale org. Suche) News-Seiten: 31% Marktanteil, 99% Clicks Haltbarkeit: 3-5 Tage Braucht frischen Content, große & qualitative Bilder Quelle: Merkle Studie von 6,500 URLs, 58 Domains
  104. 104. KEVIN INDIG Discover: durchschn. CTR +13%, (+8% mehr als normale org. Suche) News-Seiten: 31% Marktanteil, 99% Clicks Haltbarkeit: 3-5 Tage Braucht frischen Content, große & qualitative Bilder Keine Korrelationen mit Backlinks oder Social Shares Quelle: Merkle Studie von 6,500 URLs, 58 Domains
  105. 105. KEVIN INDIG Vergleiche Discover mit organischem Traffic
  106. 106. KEVIN INDIG Discover kann mehr Traffic als normaler Suchtraffic bringen
  107. 107. KEVIN INDIG Bessere KPIs, bessere Themen
  108. 108. KEVIN INDIG Share of Voice für bessere Prognosen
  109. 109. KEVIN INDIG Share of Voice für bessere Prognosen KW CTR x KW SV Kategorie SV = KW SoV1. 2. Durchschnitt KW SoV KW SoV KW SoV KW SoV
  110. 110. KEVIN INDIG Gehe all-in auf SERP Features
  111. 111. KEVIN INDIG Schreib’ für PAAs alsoasked.com
  112. 112. KEVIN INDIG Benutze die “Pyramid Tactic” für Featured Snippets Answer Context Background https://moz.com/blog/writing-content-for-featured-snippets
  113. 113. KEVIN INDIG Nutze Q&A Schema, aber erwarte nicht zu viel…
  114. 114. KEVIN INDIG … denn Google’s eigenes Beispiel wurde durch ein FS ersetzt
  115. 115. KEVIN INDIG Investiere in qualitative, einzigartige Bilder
  116. 116. KEVIN INDIG Sammel, nutze, und beantworte Bewertungen
  117. 117. KEVIN INDIG Strukturiere deinen Content um Entitäten (entityexplorer.com)
  118. 118. KEVIN INDIG Be seen, be heard
  119. 119. KEVIN INDIG Video + Audio = Abkürzungen, so wie damals Bilder
  120. 120. KEVIN INDIG Auf lange Sicht ersetzen Videos Featured Snippets
  121. 121. KEVIN INDIG Spotify selbst wird indexiert…
  122. 122. KEVIN INDIG … trotz minimalem Content open.spotify.com/episode/
  123. 123. KEVIN INDIG Vergiss Google Podcasts nicht!
  124. 124. KEVIN INDIG Crawling ist ineffizient
  125. 125. KEVIN INDIG Das Web wächst zu rasant um es effizient zu crawlen 0 0 1 30 130 0 20 40 60 80 100 120 140 1998 2000 2008 2013 2016 Trillions (Unique) URLs indexed by Google
  126. 126. KEVIN INDIG In 2019 sahen wir erstmals Indexing-Probleme (2x)
  127. 127. KEVIN INDIG Die Zukunft gehört Indexing APIs https://developers.google.com/search/apis/indexing-api/v3/quickstart https://www.bing.com/webmaste r/help/submit-urls-to-bing- 62f2860a
  128. 128. KEVIN INDIG Nicht aufgeben
  129. 129. KEVIN INDIG SEO ist immer noch der größte und günstigste Kanal https://www.parse.ly/resources/data-studies/referrer-dashboard
  130. 130. KEVIN INDIG Quelle: Alexa Internet, https://try.alexa.com/resources/website-traffic-sources
  131. 131. KEVIN INDIG You can’t win a game if you don’t know how it’s played
  132. 132. KEVIN INDIG You can’t win a game if you don’t know how it’s played NOW YOU KNOW
  133. 133. KEVIN INDIG Vielen Dank 🙏 @Kevin_Indig www.kevin-indig.com Tech Bound

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