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Rand Fishkin | Founder & CEO
The Evolution of SEOHow searchers, engines, and algorithms have shifted and how marketers mus...
My Big Questions:
Is search still growing? Is SEO opportunity growing or
shrinking? How much?
Who else (if anyone) sends s...
There’s a Lot of Misleading Data
Out There...
Google has 63% of US Searches?
Facebook sent more
traffic than Google
the last 3 years?
This seems
important…
But when the media amplifies these stories, the
headlines are immensely misleading L
How Do We Get Trustworthy
Data?
The data I trust most comes from clickstream
sources like Jumpshot:
It’s biased by the panel of browsers, but not by the w...
Breakdown of Searches on
MajorWeb Properties
May 2017
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....
Good News for SEO
Google’s Still Growing
2017 trended ~10-15% higher than 2016, not including
voice or Apple devices
Via Rand’s Blog
For every paid ad click on Google, there were ~20
clicks to an organic result.
Via Google Trends
Via Google Trends
Bad News for SEO
92% of clicks, 10% of
marketing spend
8% of clicks, 90% of
marketing spend
Via GetResponse
2,510 marketers surveyed by GetResponse in 2017 said SEO is only
the 4th highest ROI channel they invest in
Why am I taken here?
And not to their
website?
In Q3/4 2017, there were (seasonally) fewer clicks available for SEO for
perhaps the first time since Google’s launch
Via ...
Google’s Desktop CTRs
February 2018:
Paid: 3.82%
Organic: 65.72%
No Click Searches:
34.28%
*Note:Sumsaregreaterthan100%ass...
Google’s Mobile CTRs
February 2018:
Paid: 3.12%
*Note:Sumsaregreaterthan100%assearcherscanclick
multipleresultsperquery
Google’s Mobile CTRs
February 2018:
*Note:Sumsaregreaterthan100%assearcherscanclick
multipleresultsperquery
Paid: 3.12%
Or...
The Scary Part:
Organic Paid NoClicks
Mobile
Desktop
February 2016 February 2018
Organic Paid NoClicks
65.56% 2.50% 34.44%...
AcrossAll Google’s Search Queries…
Organic CTR: 52.96%
Paid CTR:
No Click Searches:
3.49%
47.04%
~15 organic clicks for
ev...
Via Geoffrey Weg
These SERPs are
coming back for
revenge.
What are the Web’s True
Top Traffic Referrers?
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....
Via
Google
Facebook
Yahoo
Bing
Reddit
GoogleAdServices
Twitter
YouTube
Amazon
Traffic Referrer % of Referrals*Rank
Wikiped...
My Big Questions:
Is search still growing? Is SEO opportunity growing or
shrinking? How much?
Who else (if anyone) sends s...
The 6 Big Shifts in SEO
Page One isAvailable to Many, But
Dominated by a Few
#1
TwoYearsAgo,
16 Companies Dominated Google’s
Results.
Via Viperchill
In 2018, nearly every one of these
sites ranks better for more
keywords.
Via Viperchill
3 Ways to Fight Back
Become a brand
Go hyper-niche
Use barnacle SEO
#1
#2
#3
Become a Brand
Via SELand
Go Hyper-Niche
Use Barnacle SEO
On-Page SEO is 75% Intent, 25%
Keywords
#2
I Filed SparkToro’s
Trademarks in Early
April
Then I got this bill in
the mail
Thank Goodness Google Knows
What I Mean > What I Searched For
Oh Damn!
Keyword-Optimized Means…
Intent-Optimized Means…
Keyword-Optimized Means…
Intent-Optimized Means…
Keyword-Optimized Means…
Intent-Optimized Means…
5 Steps to Intent Optimization
List all of the tasksand problemsthe searcher isattempting to solve with their
query
#1
Vis...
Domains inherit and pass topical
authority
#3
Google: Websites Don’tAccumulate Ranking
Signals
I Think That’s Semantic B*{{$#!^
Sigh…
Domains/BrandsAcquire RankingAbility
Wait… What? Why Rick Riordan’s Site?
Hmm….
Via Moz’s Link Explorer
And They Earn Semantic Connections
Queries + Content +Associations =
Sometimes for Multiple Brands
Often, Crappy Content on the Right Site Beats
Great Content on a Weak Site
Mediocre But “Authoritative”
Crappy But “Author...
Decent Low Authority
Ugh. But “Authoritative”
Don’t Get Me
Started
But “Authoritative”
Awful But “Authoritative”
Solid
Ran...
I’m Not Saying Moz’s DAis How GoogleAssigns
RankingAbility to Sites:
Via Moz’s Link Explorer
I’m Saying: RankingAbility is Not Website
Agnostic.
Take this exact
content, with the
same link profile,
put it on a low D...
And Domains Now Build Credibility with Topics More
Than Raw LinkAuthority
That’s why the sites that rank
are so often the ...
OptionA: Build a Content Strategy that Earns
Your Site the Right Signals
If we create _________, provide unique value to
_...
Option B: Craft a PR Story that EarnsYour Site
the Right Signals
Reporters, bloggers, social sharers, & web-based influenc...
Option C: Leverage a Community to Build the
Signals ForYou
If we give people who __________ a place online with
__________...
Links Still Work, But They’re Not
Alone
#4
Queries + Clicks
Pogosticking
Oooo…CLICK!
Pogosticking
Uhh… This sucks.
Pogosticking
Guess I’ll try
this one.
Pogosticking
I hate all the popups
and sign-in prompts,
but at least it’s
relevant.
Coverage + Virality
QueriesAlso Helped Here
Engagement
If You’re Winning on Links, Consider
Are my competitors earning more branded searches?A)
Am I losing searchers to pogo-sti...
We need to learn to influence searchers
who don’t leave Google
#5
You don’t need to
outrank Nerdwallet, you
need to rank *in*
Nerdwallet
No need to get the click;
just get a compelling
listing.
If Arm+Hammer can
convince Target to bid for
them… PPC is as good as
SEO!
Website clicks are
irrelevant next to nailing
these bits
If you could rank #1 or be
listed in this box…
Steering thought patterns in
the SERPs, even without the
click, is probably a smart
move
This is “reputation
management SEO” now
Rand Fishkin | Founder & CEO
Thank You!
Search Marketing's Evolution: 2018 and Beyond
Search Marketing's Evolution: 2018 and Beyond
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Search Marketing's Evolution: 2018 and Beyond

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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