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Search Marketing's Evolution: 2018 and Beyond

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Rand Fishkin - The Inbounder Global Conference 2018

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Search Marketing's Evolution: 2018 and Beyond

  1. 1. Rand Fishkin | Founder & CEO The Evolution of SEOHow searchers, engines, and algorithms have shifted and how marketers must react to get the best results from their campaigns
  2. 2. My Big Questions: Is search still growing? Is SEO opportunity growing or shrinking? How much? Who else (if anyone) sends significant referral traffic on the web? What are successful sites doing differently from 2-5 years ago? A) B) C)
  3. 3. There’s a Lot of Misleading Data Out There...
  4. 4. Google has 63% of US Searches?
  5. 5. Facebook sent more traffic than Google the last 3 years?
  6. 6. This seems important…
  7. 7. But when the media amplifies these stories, the headlines are immensely misleading L
  8. 8. How Do We Get Trustworthy Data?
  9. 9. The data I trust most comes from clickstream sources like Jumpshot: It’s biased by the panel of browsers, but not by the websites that install a given tracker
  10. 10. Breakdown of Searches on MajorWeb Properties May 2017
  11. 11. Via Rand’s Blog Core Google Search 61.6% Google Images 22.6% YouTube 4.3% Yahoo, 2.4% Amazon, 2.3% Bing, 2.2% Facebook, 1.4% Google Maps, 1.3% Pinterest, 0.5% Twitter 0.4% Breakdown of Searches on MajorWeb Properties February 2018
  12. 12. Good News for SEO
  13. 13. Google’s Still Growing 2017 trended ~10-15% higher than 2016, not including voice or Apple devices
  14. 14. Via Rand’s Blog For every paid ad click on Google, there were ~20 clicks to an organic result.
  15. 15. Via Google Trends
  16. 16. Via Google Trends
  17. 17. Bad News for SEO
  18. 18. 92% of clicks, 10% of marketing spend 8% of clicks, 90% of marketing spend
  19. 19. Via GetResponse 2,510 marketers surveyed by GetResponse in 2017 said SEO is only the 4th highest ROI channel they invest in
  20. 20. Why am I taken here? And not to their website?
  21. 21. In Q3/4 2017, there were (seasonally) fewer clicks available for SEO for perhaps the first time since Google’s launch Via Rand’s Blog
  22. 22. Google’s Desktop CTRs February 2018: Paid: 3.82% Organic: 65.72% No Click Searches: 34.28% *Note:Sumsaregreaterthan100%assearcherscanclick multipleresultsperquery
  23. 23. Google’s Mobile CTRs February 2018: Paid: 3.12% *Note:Sumsaregreaterthan100%assearcherscanclick multipleresultsperquery
  24. 24. Google’s Mobile CTRs February 2018: *Note:Sumsaregreaterthan100%assearcherscanclick multipleresultsperquery Paid: 3.12% Organic: 38.97% No Click Searches: 61.03%
  25. 25. The Scary Part: Organic Paid NoClicks Mobile Desktop February 2016 February 2018 Organic Paid NoClicks 65.56% 2.50% 34.44% 58.43% 1.83% 41.57% 65.72% 3.82% 34.28% 38.97% 3.12% 61.03% 20% drop in mobile, organic CTR. 20% increase in mobile “no click” searches.
  26. 26. AcrossAll Google’s Search Queries… Organic CTR: 52.96% Paid CTR: No Click Searches: 3.49% 47.04% ~15 organic clicks for every paid click. Down from ~20 a year ago. For every 10 organic clicks, 8.8 searches with 0 clicks.
  27. 27. Via Geoffrey Weg These SERPs are coming back for revenge.
  28. 28. What are the Web’s True Top Traffic Referrers?
  29. 29. Via Google.com Oct2016 Facebook.com Reddit.com YouTube.com Imgur.com Bing.com Wikipedia.org Gained/Lost 59.2% 6.5% 5.4% 4.5% 2.2% 2.2% 1.4% Yahoo.com 6.0% -1.4% -1.3% -2.0% +0.3% -1.2% +1.5% -0.1% -1.7% Amazon.com 1.3% +0.1% TopTrafficReferrers Feb2018 57.8% 5.2% 3.4% 4.8% 1.0% 3.7% 1.3% 4.3% 1.4%
  30. 30. Via Google Facebook Yahoo Bing Reddit GoogleAdServices Twitter YouTube Amazon Traffic Referrer % of Referrals*Rank Wikipedia Gmail Comcast MicrosoftOnline Imgur MSOffice DoubleClick Ebay AdServer DuckDuckGo Deloton 57.8% 5.2% 4.3% 3.7% 3.4% 2.7% 1.9% 4.8% 1.4% 1.3% 1.2% 2.3% 1.2% 1.0% 0.9% 0.9% 0.8% 0.8% 0.7% 0.6% #1 #2 #4 #5 #6 #7 #9 #3 #10 #11 #12 #8 #13 #14 #15 #16 #17 #18 #19 #20 *Methodology: Forthisdata,Jumpshotcombinedthelargest30 trafficreferralsourcestositesontheweb (mobile+desktop),andisshowingthepercentof thosetop30combined(thus,thelongtailof referralsisn’trepresentedhere) *Biases: JumpshotdoesnotcollectdataoniOSdevices, somobileisbiasedtoAndroidanddesktopis biasedtoPC.DataisforFeb.1-28,2018,US only.
  31. 31. My Big Questions: Is search still growing? Is SEO opportunity growing or shrinking? How much? Who else (if anyone) sends significant referral traffic on the web? What are successful sites doing differently from 2-5 years ago? A) B) C)
  32. 32. The 6 Big Shifts in SEO
  33. 33. Page One isAvailable to Many, But Dominated by a Few #1
  34. 34. TwoYearsAgo, 16 Companies Dominated Google’s Results. Via Viperchill
  35. 35. In 2018, nearly every one of these sites ranks better for more keywords. Via Viperchill
  36. 36. 3 Ways to Fight Back Become a brand Go hyper-niche Use barnacle SEO #1 #2 #3
  37. 37. Become a Brand Via SELand
  38. 38. Go Hyper-Niche
  39. 39. Use Barnacle SEO
  40. 40. On-Page SEO is 75% Intent, 25% Keywords #2
  41. 41. I Filed SparkToro’s Trademarks in Early April Then I got this bill in the mail
  42. 42. Thank Goodness Google Knows What I Mean > What I Searched For Oh Damn!
  43. 43. Keyword-Optimized Means…
  44. 44. Intent-Optimized Means…
  45. 45. Keyword-Optimized Means…
  46. 46. Intent-Optimized Means…
  47. 47. Keyword-Optimized Means…
  48. 48. Intent-Optimized Means…
  49. 49. 5 Steps to Intent Optimization List all of the tasksand problemsthe searcher isattempting to solve with their query #1 Visit all the pagesrankinginthe top10-20 results, andadd to yourlist anytasks they’re helping to solve #2 Use relatedsearches,searchsuggest,rankingcompetitors,andintuitionto prioritize the list #3 Write a title/headline that coversthe top 1-3,and optimize the page’slayout to addresstosolve the list inorder #4
  50. 50. Domains inherit and pass topical authority #3
  51. 51. Google: Websites Don’tAccumulate Ranking Signals
  52. 52. I Think That’s Semantic B*{{$#!^ Sigh…
  53. 53. Domains/BrandsAcquire RankingAbility Wait… What? Why Rick Riordan’s Site?
  54. 54. Hmm…. Via Moz’s Link Explorer
  55. 55. And They Earn Semantic Connections
  56. 56. Queries + Content +Associations =
  57. 57. Sometimes for Multiple Brands
  58. 58. Often, Crappy Content on the Right Site Beats Great Content on a Weak Site Mediocre But “Authoritative” Crappy But “Authoritative” Crappy But “Authoritative” Awful But “Authoritative” Mediocre But “Authoritative”
  59. 59. Decent Low Authority Ugh. But “Authoritative” Don’t Get Me Started But “Authoritative” Awful But “Authoritative” Solid Ranking b/c it’s “Fresh Content”
  60. 60. I’m Not Saying Moz’s DAis How GoogleAssigns RankingAbility to Sites: Via Moz’s Link Explorer
  61. 61. I’m Saying: RankingAbility is Not Website Agnostic. Take this exact content, with the same link profile, put it on a low DA site; it won’t rank.
  62. 62. And Domains Now Build Credibility with Topics More Than Raw LinkAuthority That’s why the sites that rank are so often the sites you *expect* to rank
  63. 63. OptionA: Build a Content Strategy that Earns Your Site the Right Signals If we create _________, provide unique value to __________, and market it to __________, we will, over time, earn the signals we need to rank for the keywords in our space.
  64. 64. Option B: Craft a PR Story that EarnsYour Site the Right Signals Reporters, bloggers, social sharers, & web-based influencers in our space are hungry for _________. If our story is _________, and we build relationships with __________, we can win the signals we need to rank in our space.
  65. 65. Option C: Leverage a Community to Build the Signals ForYou If we give people who __________ a place online with ___________, they will build content, amplify, and earn the ranking signals we need.
  66. 66. Links Still Work, But They’re Not Alone #4
  67. 67. Queries + Clicks
  68. 68. Pogosticking Oooo…CLICK!
  69. 69. Pogosticking Uhh… This sucks.
  70. 70. Pogosticking Guess I’ll try this one.
  71. 71. Pogosticking I hate all the popups and sign-in prompts, but at least it’s relevant.
  72. 72. Coverage + Virality
  73. 73. QueriesAlso Helped Here
  74. 74. Engagement
  75. 75. If You’re Winning on Links, Consider Are my competitors earning more branded searches?A) Am I losing searchers to pogo-sticking?B) Is my media coverage, amplification, & mentions the problem?C) Am I losing on visitor engagement?D)
  76. 76. We need to learn to influence searchers who don’t leave Google #5
  77. 77. You don’t need to outrank Nerdwallet, you need to rank *in* Nerdwallet
  78. 78. No need to get the click; just get a compelling listing.
  79. 79. If Arm+Hammer can convince Target to bid for them… PPC is as good as SEO!
  80. 80. Website clicks are irrelevant next to nailing these bits
  81. 81. If you could rank #1 or be listed in this box…
  82. 82. Steering thought patterns in the SERPs, even without the click, is probably a smart move
  83. 83. This is “reputation management SEO” now
  84. 84. Rand Fishkin | Founder & CEO Thank You!

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