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SEO in 2017/18
- Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com The SEO World in 2018 How SEO is affected by Google’s changes, searcher behavior, new technology, and the marketing world
- Bit.ly/seoin2018
- MaybeYouSawThis GraphicandThought… “Whoa.Searchis Dying!”
- Yeah… It’sverymisleading.
- Here’s Real Data on who sends how much traffic on the web.
- Google.com Oct2016 May2017 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% 62.6% 5.9% 4.1% 4.7% 1.5% 2.1% 1.4% 5.0% +3.4% -0.6% -1.3% +0.2% -0.6% -0.1% +0% -1.0% Amazon.com 1.3% 1.4% +0.1%
- Top 10 11-100 101-1K 1K-10K 10K+ Google 22.2% 14.9% 18.0% 18.7% 26.2% Facebook 42.7% 17.7% 15.3% 12.9% 11.3% Yahoo 39.2% 15.8% 15.6% 14.0% 15.4% Reddit 75.2% 11.0% 7.2% 4.4% 2.2% Youtube 80.1% 7.2% 5.4% 4.1% 3.2% NotAllReferrers SendTrafficEqually (databelowfromMay2017)
- Top 10 11-100 101-1K 1K-10K 10K+ Google 22.2% 14.9% 18.0% 18.7% 26.2% Facebook 42.7% 17.7% 15.3% 12.9% 11.3% Yahoo 39.2% 15.8% 15.6% 14.0% 15.4% Reddit 75.2% 11.0% 7.2% 4.4% 2.2% Youtube 80.1% 7.2% 5.4% 4.1% 3.2% NotAllReferrers SendTrafficEqually (databelowfromMay2017) Google distributes traffic pretty evenly
- Top 10 11-100 101-1K 1K-10K 10K+ Google 22.2% 14.9% 18.0% 18.7% 26.2% Facebook 42.7% 17.7% 15.3% 12.9% 11.3% Yahoo 39.2% 15.8% 15.6% 14.0% 15.4% Reddit 75.2% 11.0% 7.2% 4.4% 2.2% Youtube 80.1% 7.2% 5.4% 4.1% 3.2% NotAllReferrers SendTrafficEqually (databelowfromMay2017) Facebook is strongly biased to the top
- Top 10 11-100 101-1K 1K-10K 10K+ Google 22.2% 14.9% 18.0% 18.7% 26.2% Facebook 42.7% 17.7% 15.3% 12.9% 11.3% Yahoo 39.2% 15.8% 15.6% 14.0% 15.4% Reddit 75.2% 11.0% 7.2% 4.4% 2.2% Youtube 80.1% 7.2% 5.4% 4.1% 3.2% NotAllReferrers SendTrafficEqually (databelowfromMay2017) Reddit & YouTube even more so
- Mobile CTR 2.0% on Paid 40.9% on Organic 57.1% Don’t Click
- 2.8% on Paid Desktop CTR 62.2% on Organic 35% Don’t Click
- CTRonGoogle Mobile vs.Desktop There may be more traffic opportunity from desktop STILL due to higher CTR Source
- Some Remarkable Stats On Searcher Behavior…
- WhereDoPeople Search?
- BreakdownofSearcheson MajorWebProperties (May2017)
- GoogleCore Oct2016 May2017 GoogleImages Yahoo Bing GoogleMaps Amazon Facebook Gained/Lost 58.9% 27.7% 2.6% 2.3% 2.2% 1.9% 0.7% YouTube 3.8% 64.8% 21.8% 2.4% 2.4% 1.2% 2.3% 1.5% 3.6% +5.9 -5.9 -0.2 +0.1 -1.0 +0.4 +0.8 -0.2
- GoogleCore Oct2016 May2017 GoogleImages Yahoo Bing GoogleMaps Amazon Facebook Gained/Lost 58.9% 27.7% 2.6% 2.3% 2.2% 1.9% 0.7% YouTube 3.8% 64.8% 21.8% 2.4% 2.4% 1.2% 2.3% 1.5% 3.6% +5.9 -5.9 -0.2 +0.1 -1.0 +0.4 +0.8 -0.2 We think this is Halloween
- GoogleCore Oct2016 May2017 GoogleImages Yahoo Bing GoogleMaps Amazon Facebook Gained/Lost 58.9% 27.7% 2.6% 2.3% 2.2% 1.9% 0.7% YouTube 3.8% 64.8% 21.8% 2.4% 2.4% 1.2% 2.3% 1.5% 3.6% +5.9 -5.9 -0.2 +0.1 -1.0 +0.4 +0.8 -0.2This is compensated for by a rise in web search clicks to local results
- GoogleCore Oct2016 May2017 GoogleImages Yahoo Bing GoogleMaps Amazon Facebook Gained/Lost 58.9% 27.7% 2.6% 2.3% 2.2% 1.9% 0.7% YouTube 3.8% 64.8% 21.8% 2.4% 2.4% 1.2% 2.3% 1.5% 3.6% +5.9 -5.9 -0.2 +0.1 -1.0 +0.4 +0.8 -0.2 I’m keeping an eye on these two
- Google’s Growth So far, 2017 is trending ~10-15% higher than 2016, not including voice or Apple devices
- Google CTRBreakdown Relatively flat excluding seasonality = SEO not being cannibalized by Google’s own results
- The move from SERP ranking to SERP Features
- SERPFeaturesAre Near-Universal
- SERPFeatures Massively Impact CTR
- ManyFeatures RemoveSEO Opportunity
- But, in2017,There’sAlso More Feature Opportunity ThanEver Before You can do SEO to show up here And here
- And here
- Here And here Here too Also here Yup!
- 16Features Every SEO ShouldConsider: Videounits SERPFeatureType HowtoGetIn “PeopleAlsoAsk” FeaturedSnippet MapsBox KnowledgePanel TopStories(News) Images Apps Create&optimizeonYouTube(or,rarely,Vimeo) Branding–getsearchedforwith/afterthequery Phrasing&positionofshortanswerincontent ClaimGMB,getlinks,earncitations,benearby Earnbrandassociation,usestructuredmarkup GetinGoogleNews,earnlinks,titlew/KWs Relevantimages,altattributes,&directembeds KWsintitle/description,getpopularinappstores
- Books RelatedSearches Tweets SearchSuggest Sitelinks SectionSitelinks In-DepthArticles Carousels/ListResults Writeabook,useKWsinthetitle,haveanISBN Besearched+foundcommonlyw/theKWs Verifiedaccountshelp,useKWsintweets Asw/relatedsearches,alsogeo-sensitive Getlinks&visitstoseveralpoppgs;usemarkup Growpopularsubsectionsw/popularsubpages Authorlongerpiecesthatreceiveattention/links Belistedalongsidecommonsetsontheweb 16Features Every SEO ShouldConsider: SERPFeatureType HowtoGetIn
- The move from results to answers.
- ManyQueriesGet NoClicksatAll According to our clickstream data, <25% of searchers will click from a result like this.
- Thisissocommon that, accordingtoourdata, 49%of searches results in0clicks!
- WhySacrificeAd $$for Answers? These are high CPC ads, with high ROI Why is Google hurting ad CTR w/ these answers?!
- Google’s willing to lose a lot of short-term revenue in exchange for addictive search behavior
- Answers MoreSearches The addiction of search is powerful, i.e. “Google always knows just what I mean!”
- AdsCanBeAnswersToo…
- InOrganic, FeaturedSnippetsAre Google’sPrimary “Bethe Answer” Bet.
- TheseSnippetsAlsoPower VoiceSearch
- Extracted, Card-StyleAnswers areAlso ontheRise
- More on How to Become theAnswer: Via Dr. Pete (and more Dr. Pete)
- The move from expressed to implied intent.
- Past: QueryTerms Determined Results
- Today:GoogleKnowsWhatYou WantBetterThan(&Before) You Do
- Elements WeBelieveGoogleUsesinPredictive Intent: Location&PriorBehaviorofUsersinThatLocation DeviceAttributes:Type,O/S,Speed,InstalledApps,etc Search,App,&BrowserHistory GmailBehavior(&possiblyallkeyboardbehavior) TemporalElements&Time-BasedPatterns
- DifferentDevices/People;DifferentResults Seattle,WA Northampton,MA
- It’s NotJustSearch Suggestions; It’s RankingsToo
- InSanDiego, comicsrule:
- I stumbled across an article mentioning this resort in Japan early in my trip-planning research
- By searching for & clicking the site in Google, I biased the engine to show me more results from that domain in the future.
- By the time I reached evaluation stage, it was too late to convince me to stay anywhere else…
- If GoogleBecomesaSuggestion Engine,Marketers WillBe Left WithTwoChoices: Capture attention here Or compete, unaided, here
- But Rand, How Do I Rank My Site in Google?
- 8BroadAreasofGoogle’sRankingAlgorithm (forclassic,ten-blue-linksstyleresults): Links Quality of Host Domain Query Satisfaction User Experience Personalization Technical & Crawl KeywordsContent
- DoesthetextmatchwhatGoogle’sMLsystemscalculatetobe relevant,high-quality,&amatchforthesearcher’sintent?Content
- Editorially-given,anchor-text-rich,followedlinksfromhigh qualitysourcesstillmattertoGoogle(esp.incompetitiveresults)Links
- IfGoogleseeshighratesofpogo-stickingorothersignalsthat yourpage/siteisn’tsolvingsearchqueries,they’lllikelyrankyou lower Query Satisfaction Via WB Friday
- Usingthesearcher’skeywordsintelligentlyonyourpagestill mattersforrankings(andforCTRintheresults)Keywords Ring failed to rank until they changed their page title to include “video doorbell”
- Domainsaccruesignalsofquality&value.Powerfuldomains maygivethepagestheyhostaboostinrankingability.Quality of Host Domain Via OSE
- Googlewantstoseesitesprovideaneasy-to-use,intuitive experienceoneverydevice,ateveryspeed,without impediment. User Experience
- Speed&accessibilitytocrawlersstillmatters,andGooglestill doesn’thandlenon-text,ornon-HTML-linkaccessiblepages well. Technical & Crawl
- Thegeography,device,searchhistory,andtimingofa searcher’squerycanallchangeGoogle’sresultssignificantly.Personalization
- Ranking inGooglein2018: Solvethesearcher’staskbetterthananyoneelseonpage1 Technicalaccessibility(don’thamperthebots!) Intelligentkeyword&relevanttopicuseincontent Loadfastandresponsiveoneverydeviceateveryspeed Earnmore+bettereditoriallinksthanyourcompetition Keywordresearch(talktosearchersthewaytheysearch) TargettherightSERPfeaturesintherightqueries
- Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Thank You!