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Dark Traffic: Dark Search, Dark Social, Dark Mobile By Marshall Simmonds

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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Dark Search, Dark Social & Everything In-Between. PRESENTATION: Dark Traffic: Dark Search, Dark Social, Dark Mobile - Given by Marshall Simmonds, @msimmonds - Define Media Group Inc., Founder & CEO. #SMX #23C3

Published in: Marketing

Dark Traffic: Dark Search, Dark Social, Dark Mobile By Marshall Simmonds

  1. 1. #SMX #23C3 @mdsimmonds Run…..Rabbit Run! -DARK TRAFFIC- Dark Search Dark Social Dark Mobile
  2. 2. #SMX #23C3 @mdsimmonds Original Searcher @CJSherman
  3. 3. #SMX #23C3 @mdsimmonds It’s Invisible Y’all
  4. 4. #SMX #23C3 @mdsimmonds Direct Traffic 2013-2014 2013 2014
  5. 5. #SMX #23C3 @mdsimmonds Was ist Dunkle Verkehr? Dark Search Dark Mobile Dark Social Direct traffic Apps Browsers Image Search Secure Search Misinformation Apps Twitter Referral Traffic Android iOS Email IM Direct Traffic Sharing Apps Facebook SnapChat WhatsApp
  6. 6. #SMX #23C3 @mdsimmonds Here's what we see, here's what we think. Our approach is observations, not necessarily solutions.
  7. 7. #SMX #23C3 @mdsimmonds Goal talk to clients talk to your boss talk to non-technical people HOW TO
  8. 8. #SMX #23C3 @mdsimmonds Methodology System Wide Overview All Time # of Sites # of Categories 149 78 Total Page Views Total Visits Total Search Visits 307 billion 83 billion 22 billion Total Social Visits 56 billion Total Mobile Visits 41 billion
  9. 9. #SMX #23C3 @mdsimmonds Dark Search
  10. 10. #SMX #23C3 @mdsimmonds Misinformation
  11. 11. #SMX #23C3 @mdsimmonds Not Provided
  12. 12. #SMX #23C3 @mdsimmonds Search Marketshare
  13. 13. #SMX #23C3 @mdsimmonds Google 92% Yahoo 4% Bing 4% Other 0% Search Marketshare TOTAL 2015: 3,757,962,322 referrals
  14. 14. #SMX #23C3 @mdsimmonds BuzzFeed Shenanigans http://recode.net/2015/09/16/this-week-on-recode-decode-ceo-jonah-peretti-explains-how-buzzfeed-won-the- internet/ http://recode.net/2014/02/02/the-year-facebook-blew-past-google/
  15. 15. #SMX #23C3 @mdsimmonds BuzzFeed Shenanigans Source: SimilarWeb
  16. 16. #SMX #23C3 @mdsimmonds BuzzFeed Shenanigans Source: SimilarWeb
  17. 17. #SMX #23C3 @mdsimmonds BuzzFeed Shenanigans Source: SimilarWeb
  18. 18. #SMX #23C3 @mdsimmonds - 100,000,000 200,000,000 300,000,000 400,000,000 500,000,000 600,000,000 Google v. Facebook Traffic Referrals, May 2013 - Jun 2015 Google Facebook Google v. Facebook Traffic Referrals Google Facebook Source: Define Media Group Digital Index
  19. 19. #SMX #23C3 @mdsimmonds 0 1,000,000,000 2,000,000,000 3,000,000,000 4,000,000,000 5,000,000,000 6,000,000,000 7,000,000,000 8,000,000,000 9,000,000,000 10,000,000,000 Video News Entertainment DietandHealth Fashion/Style Food BreakingNews Business CelebrityNews Technology HomeandGarden Television Beauty Politics Women Money/Finances Recipes Love/Relationships Travel Local Sports Automotive Weather Fitness Shopping Books Sex Holidays Reviews International Movies Music Espanol MedicalHealth Restaurants Men Family Education RealEstate Bridal Pets Pregnancy Informational Parenting Teens Horoscopes 1/1/13 - 6/29/15 The most prevalent categories in search Source: Define Media Group Digital Index
  20. 20. #SMX #23C3 @mdsimmonds HTTPs vs HTTP
  21. 21. #SMX #23C3 @mdsimmonds HTTPs Search Traffic
  22. 22. #SMX #23C3 @mdsimmonds HTTPs vs HTTP
  23. 23. #SMX #23C3 @mdsimmonds HTTPs vs HTTP
  24. 24. #SMX #23C3 @mdsimmonds Social Shares Go Buh-Bye
  25. 25. #SMX #23C3 @mdsimmonds Facebook https://developers.facebook.com/docs/plugins/faqs “You can't move the likes, shares or comments directly to the new URL but you can use the old URL as the canonical source for the number of likes or shares at the new URL. We include background on how to do this below.”
  26. 26. #SMX #23C3 @mdsimmonds META Referrer Tag https://moz.com/blog/meta-referrer-tag
  27. 27. #SMX #23C3 @mdsimmonds Define Media Group Blog DefineMG.com/Blog
  28. 28. #SMX #23C3 @mdsimmonds Image search 2012-2015 = Walled Garden 125 Sites Over 24,100,000 Visits for “imgres” Launched Hummingbird Panda 4.0
  29. 29. #SMX #23C3 @mdsimmonds Image Galleries Last Stand
  30. 30. #SMX #23C3 @mdsimmonds Galleries
  31. 31. #SMX #23C3 @mdsimmonds Let There Be Light
  32. 32. #SMX #23C3 @mdsimmonds Most Popular Month 2012-2015 Month Total October 1,092,361,766 November 1,077,142,226 December 1,053,079,429 May 916,094,122 September 893,020,023 April 889,096,949 March 886,527,331 June 866,162,392 January 848,990,848 August 839,765,742 July 831,301,096 February 813,783,634 Grand Total 11,007,325,558 Source: Define Media Group Digital Index
  33. 33. #SMX #23C3 @mdsimmonds Most Popular Weeks 2012-2015 Week Total 46 (Nov) 257,228,360 47 (Nov) 255,269,241 50 (Dec) 254,766,984 49 (Nov/Dec) 253,232,130 45 (Nov) 251,636,013 48 (Nov/Dec) 249,012,836 43 (Oct) 248,688,632 44 (Oct/Nov) 248,041,273 42 (Oct) 244,909,925 41 (Oct) 242,647,135 51 (Dec) 240,312,944 Source: Define Media Group Digital Index
  34. 34. #SMX #23C3 @mdsimmonds Most Popular Days 2012-2015 Day Total Mon 1,947,803,180 Tue 1,938,638,051 Wed 1,883,692,194 Thu 1,840,865,228 Fri 1,693,036,044 Sun 1,559, 792,025 Sat 1,438,637,925 Grand Total 12,302,464,647
  35. 35. #SMX #23C3 @mdsimmonds Direct Traffic
  36. 36. #SMX #23C3 @mdsimmonds It Just Doesn’t Matter
  37. 37. #SMX #23C3 @mdsimmonds Direct Traffic 2013-2014 Sum of Direct (2014) Sum of Direct (2013) http://www.theatlantic.com/technology/archive/2012/10/dark-social-we-have- the-whole-history-of-the-web-wrong/263523/ Source: Define Media Group Digital Index
  38. 38. #SMX #23C3 @mdsimmonds Direct Traffic Vs Search Vs Social 2013-2015 Source: Define Media Group Digital Index
  39. 39. #SMX #23C3 @mdsimmonds Formula Pull Direct Traffic Remove Home page and section fronts What’s left is dark social Verify links against social campaign Filter for New Users What’s left is dark search
  40. 40. #SMX #23C3 @mdsimmonds Direct Traffic Breakdown Total Traffic 215,398,941 42,402,512 Total Direct Direct traffic as % of Total Deep Links 18%
  41. 41. #SMX #23C3 @mdsimmonds Dark Social
  42. 42. #SMX #23C3 @mdsimmonds Dark Social
  43. 43. #SMX #23C3 @mdsimmonds Googl eFaceboo k - 100,000,000 200,000,000 300,000,000 400,000,000 500,000,000 600,000,000 Google v. Facebook Traffic Referrals, May 2013 - Jun 2015 Google Facebook Google v. Facebook Traffic Referrals Google Facebook Source: Define Media Group Digital Index
  44. 44. #SMX #23C3 @mdsimmonds Social Works!
  45. 45. #SMX #23C3 @mdsimmonds Facebook Insights
  46. 46. #SMX #23C3 @mdsimmonds Facebook News Feed
  47. 47. #SMX #23C3 @mdsimmonds Social Network Traffic News Feed Update Bit.ly / FB Fix
  48. 48. #SMX #23C3 @mdsimmonds Facebook Ascending
  49. 49. #SMX #23C3 @mdsimmonds Chartbeat
  50. 50. #SMX #23C3 @mdsimmonds - 100,000,000 200,000,000 300,000,000 400,000,000 500,000,000 600,000,000 Google v. Facebook Traffic Referrals, May 2013 - Jun 2015 Google Facebook Facebook Google Facebook Source: Define Media Group Digital Index
  51. 51. #SMX #23C3 @mdsimmonds Formula Pull Direct Traffic Remove Home page and section fronts What’s left is dark social
  52. 52. #SMX #23C3 @mdsimmonds Speaking of Dark
  53. 53. #SMX #23C3 @mdsimmonds Social by Network (–Facebook)
  54. 54. #SMX #23C3 @mdsimmonds Oh YouTube Where Art Thou?
  55. 55. #SMX #23C3 @mdsimmonds Outbound Traffic Nearly 33% of outbound Traffic goes to YouTube – SimilarWeb .08%comes back – Define Media Group
  56. 56. #SMX #23C3 @mdsimmonds YouTube = Walled Garden
  57. 57. #SMX #23C3 @mdsimmonds This Guy for Video https://philnottingham.com/ @philnottingham
  58. 58. #SMX #23C3 @mdsimmonds Dark Mobile
  59. 59. #SMX #23C3 @mdsimmonds - 200,000,000 400,000,000 600,000,000 800,000,000 1,000,000,000 1,200,000,000 Mobilegeddeon has been happening all along Mobile Search Shows No Sign of Stopping +115% Growth in 18 months
  60. 60. #SMX #23C3 @mdsimmonds History
  61. 61. #SMX #23C3 @mdsimmonds Dark Search Mobile - History
  62. 62. #SMX #23C3 @mdsimmonds The Firehose Is Again Upon Us
  63. 63. #SMX #23C3 @mdsimmonds Twitter on Mobile
  64. 64. #SMX #23C3 @mdsimmonds Twitter on Mobile
  65. 65. #SMX #23C3 @mdsimmonds In the News
  66. 66. #SMX #23C3 @mdsimmonds Twitter Mobile Results Android Search App passes referrer data as Direct! Chrome mobile browser passes accurate Organic referrer data! Safari and Google App pass accurate Organic referrer data!
  67. 67. #SMX #23C3 @mdsimmonds Google+ R.I.P.
  68. 68. #SMX #23C3 @mdsimmonds WhatsApp?
  69. 69. #SMX #23C3 @mdsimmonds
  70. 70. #SMX #23C3 @mdsimmonds Share Buttons
  71. 71. #SMX #23C3 @mdsimmonds App Tracking Full list of schemas to support many different deep app links: http://www.gotschemes.com/deeplinks/
  72. 72. #SMX #23C3 @mdsimmonds iOS/Android App Indexation https://developers.google.com/app-indexing/ios/referrer https://developers.google.com/app-indexing/android/app
  73. 73. #SMX #23C3 @mdsimmonds Google Search Console
  74. 74. #SMX #23C3 @mdsimmonds Google Search Console https://developers.google.com/analytics/devguides/collection/android/v4/
  75. 75. #SMX #23C3 @mdsimmonds This Guy for Mobile @justinrbriggs https://briggsby.com/
  76. 76. #SMX #23C3 @mdsimmonds App Search/Store Optimization App Indexing & The New Frontier of SEO: Apple Search + iOS App Indexing
  77. 77. #SMX #23C3 @mdsimmonds App Annie
  78. 78. #SMX #23C3 @mdsimmonds Tune.com
  79. 79. #SMX #23C3 @mdsimmonds Questions to ask: Autocomplete in mobile/web browsers Apple Maps doesn’t pass mobile referrers (props to Dave Minchala) Any new app!
  80. 80. #SMX #23C3 @mdsimmonds Takeaways Be Aware Beware Misinformation HTTPs is not an SEO strategy Image Search Traffic is dead Quantify Direct Traffic – is it social or search?
  81. 81. #SMX #23C3 @mdsimmonds Takeaways YouTube traffic is dead Facebook IS fixing things but still obscuring data Twitter Strategy New iOS/Android release check referrers Add WhatsApp share links ASO is the new SEO
  82. 82. #SMX #23C3 @mdsimmonds DMG Blog
  83. 83. #SMX #23C3 @mdsimmonds THANK YOU! Marshall Simmonds Define Media Group, Inc. @mdsimmonds

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