Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

SEO in 2017/18

172,445 views

Published on

Rand's presentation from Web Summit Lisbon 2017 covering how the SEO world has evolved and what's needed to rank and succeed in Google.

Published in: Marketing
  • A 7 Time Lotto Winner Stepped Up to Share His Secrets With YOU ◆◆◆ http://t.cn/Airfq84N
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/wog7hrr } ......................................................................................................................... Download Full EPUB Ebook here { https://tinyurl.com/wog7hrr } ......................................................................................................................... Download Full doc Ebook here { https://tinyurl.com/wog7hrr } ......................................................................................................................... Download PDF EBOOK here { https://tinyurl.com/wog7hrr } ......................................................................................................................... Download EPUB Ebook here { https://tinyurl.com/wog7hrr } ......................................................................................................................... Download doc Ebook here { https://tinyurl.com/wog7hrr } ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/wog7hrr } ......................................................................................................................... Download Full EPUB Ebook here { https://tinyurl.com/wog7hrr } ......................................................................................................................... Download Full doc Ebook here { https://tinyurl.com/wog7hrr } ......................................................................................................................... Download PDF EBOOK here { https://tinyurl.com/wog7hrr } ......................................................................................................................... Download EPUB Ebook here { https://tinyurl.com/wog7hrr } ......................................................................................................................... Download doc Ebook here { https://tinyurl.com/wog7hrr } ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Apply this 5 Minute Method Before Bed and Your Life... ♥♥♥ https://tinyurl.com/y6pnne55
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Powerful Love Spell- Get Your Ex Wife/Husband Back Urgently..My name is Alexis scorpio from FL Usa, I want to quickly tell the world that there is a real online spell caster that is powerful and genuine, his name is Dr happy he helped me recently to reunite my Marriage back with my wife who left me, When i contacted Dr happy he cast an urgent love spell for me, and my wife who said she doesn't have anything to do with me again called me and started begging me to come back. she is back now with so much love and care. today i am glad to let you all know that this spell caster have the powers to restore broken marriage/relationship back. because i am now happy with my wife. to anyone who is reading this article and needs any help, Dr happy can also offer any type of help like, Curing of all types of Diseases, Court Cases, Pregnancy Spell, urgent love spell,Spiritual protection and lot's more. You can contact him Via his email happylovespell2@gmail.com for more info, whatsapp/call...+2348133873774 view on his Web site...happylovespell2.webnode.com/ also His blogs site.http://happylovespel.blogspot.com.ng/
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

SEO in 2017/18

  1. 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
  2. Bit.ly/seoin2018
  3. MaybeYouSawThis GraphicandThought… “Whoa.Searchis Dying!”
  4. Yeah… It’sverymisleading.
  5. Here’s Real Data on who sends how much traffic on the web.
  6. 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%
  7. 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)
  8. 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
  9. 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
  10. 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
  11. Mobile CTR 2.0% on Paid 40.9% on Organic 57.1% Don’t Click
  12. 2.8% on Paid Desktop CTR 62.2% on Organic 35% Don’t Click
  13. CTRonGoogle Mobile vs.Desktop There may be more traffic opportunity from desktop STILL due to higher CTR Source
  14. Some Remarkable Stats On Searcher Behavior…
  15. WhereDoPeople Search?
  16. BreakdownofSearcheson MajorWebProperties (May2017)
  17. 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
  18. 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
  19. 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
  20. 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
  21. Google’s Growth So far, 2017 is trending ~10-15% higher than 2016, not including voice or Apple devices
  22. Google CTRBreakdown Relatively flat excluding seasonality = SEO not being cannibalized by Google’s own results
  23. The move from SERP ranking to SERP Features
  24. SERPFeaturesAre Near-Universal
  25. SERPFeatures Massively Impact CTR
  26. ManyFeatures RemoveSEO Opportunity
  27. But, in2017,There’sAlso More Feature Opportunity ThanEver Before You can do SEO to show up here And here
  28. And here
  29. Here And here Here too Also here Yup!
  30. 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
  31. 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
  32. The move from results to answers.
  33. ManyQueriesGet NoClicksatAll According to our clickstream data, <25% of searchers will click from a result like this.
  34. Thisissocommon that, accordingtoourdata, 49%of searches results in0clicks!
  35. WhySacrificeAd $$for Answers? These are high CPC ads, with high ROI Why is Google hurting ad CTR w/ these answers?!
  36. Google’s willing to lose a lot of short-term revenue in exchange for addictive search behavior
  37. Answers MoreSearches The addiction of search is powerful, i.e. “Google always knows just what I mean!”
  38. AdsCanBeAnswersToo…
  39. InOrganic, FeaturedSnippetsAre Google’sPrimary “Bethe Answer” Bet.
  40. TheseSnippetsAlsoPower VoiceSearch
  41. Extracted, Card-StyleAnswers areAlso ontheRise
  42. More on How to Become theAnswer: Via Dr. Pete (and more Dr. Pete)
  43. The move from expressed to implied intent.
  44. Past: QueryTerms Determined Results
  45. Today:GoogleKnowsWhatYou WantBetterThan(&Before) You Do
  46. Elements WeBelieveGoogleUsesinPredictive Intent: Location&PriorBehaviorofUsersinThatLocation DeviceAttributes:Type,O/S,Speed,InstalledApps,etc Search,App,&BrowserHistory GmailBehavior(&possiblyallkeyboardbehavior) TemporalElements&Time-BasedPatterns
  47. DifferentDevices/People;DifferentResults Seattle,WA Northampton,MA
  48. It’s NotJustSearch Suggestions; It’s RankingsToo
  49. InSanDiego, comicsrule:
  50. I stumbled across an article mentioning this resort in Japan early in my trip-planning research
  51. By searching for & clicking the site in Google, I biased the engine to show me more results from that domain in the future.
  52. By the time I reached evaluation stage, it was too late to convince me to stay anywhere else…
  53. If GoogleBecomesaSuggestion Engine,Marketers WillBe Left WithTwoChoices: Capture attention here Or compete, unaided, here
  54. But Rand, How Do I Rank My Site in Google?
  55. 8BroadAreasofGoogle’sRankingAlgorithm (forclassic,ten-blue-linksstyleresults): Links Quality of Host Domain Query Satisfaction User Experience Personalization Technical & Crawl KeywordsContent
  56. DoesthetextmatchwhatGoogle’sMLsystemscalculatetobe relevant,high-quality,&amatchforthesearcher’sintent?Content
  57. Editorially-given,anchor-text-rich,followedlinksfromhigh qualitysourcesstillmattertoGoogle(esp.incompetitiveresults)Links
  58. IfGoogleseeshighratesofpogo-stickingorothersignalsthat yourpage/siteisn’tsolvingsearchqueries,they’lllikelyrankyou lower Query Satisfaction Via WB Friday
  59. Usingthesearcher’skeywordsintelligentlyonyourpagestill mattersforrankings(andforCTRintheresults)Keywords Ring failed to rank until they changed their page title to include “video doorbell”
  60. Domainsaccruesignalsofquality&value.Powerfuldomains maygivethepagestheyhostaboostinrankingability.Quality of Host Domain Via OSE
  61. Googlewantstoseesitesprovideaneasy-to-use,intuitive experienceoneverydevice,ateveryspeed,without impediment. User Experience
  62. Speed&accessibilitytocrawlersstillmatters,andGooglestill doesn’thandlenon-text,ornon-HTML-linkaccessiblepages well. Technical & Crawl
  63. Thegeography,device,searchhistory,andtimingofa searcher’squerycanallchangeGoogle’sresultssignificantly.Personalization
  64. Ranking inGooglein2018: Solvethesearcher’staskbetterthananyoneelseonpage1 Technicalaccessibility(don’thamperthebots!) Intelligentkeyword&relevanttopicuseincontent Loadfastandresponsiveoneverydeviceateveryspeed Earnmore+bettereditoriallinksthanyourcompetition Keywordresearch(talktosearchersthewaytheysearch) TargettherightSERPfeaturesintherightqueries
  65. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Thank You!

×