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SEO in 2017/18

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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.

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  • If this is true then hey, my e-store receives only organic traffic!
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  • My name is Ahiga Audrey, I live in Ohio United States and I'm happily married to a lovely and caring husband with three kids. A very big problem occurred in my family one year ago, between me and my husband, so terrible that he took the case to court for a divorce. he said that he never wanted to stay with me again, and that he didn't love me anymore. So he left the house and made me and my children pass through severe pains. I tried all my possible means to get him back through much begging but all to no avail. Finally he confirmed that he has made his decision and he never wanted to see me again. On one fateful evening, as i was coming back from work, i met an old friend of mine who asked of my husband. I explained every thing to her, so she told me that the only way i can get my husband back is to visit a spell caster because it has really worked for her too. Contrarily i never believed in spell, but i had no other choice than to follow her advice. She gave me the email address of the spell caster which is ''wiseozizaspiritualhome@gmail.com'' So the next morning, i sent a mail to the address she gave to me and the spell caster assured me that i will get my husband back within two days. What an amazing statement!! lol !!! I never believed, so He spoke with me, and told me everything that i needed to do.The next morning, surprisingly, my husband who hasn't call me for over a year gave me a call to inform me that he is coming back. So Amazing right? Well, that was how he came back that same day, with lots of love and joy, and he apologized for his mistakes and for the pains he caused me and my children. From that day, our relationship has been stronger than it were before. Thanks for the help of this great spell caster. My advise for all out there going through different challenges is to contact this great man and just like he did for me, he will solve all your problems.you can send him a mail via this email address. i promised him that i was going to tell the whole world about his magnificent powers. (wiseozizaspiritualhome@gmail.com), if you are in any condition like this, or you have any problem related to "bringing back your ex. not only that he can help you 1) get promoted in anything you do. 2 )Earn a good money or win a lottery. 3) achieve success in business. 4) spiritual problems. 5) win court case. 6) Look for your life partner. 7) get a well paid job. 8) gain control over your marriage. 9) Spell to stop a divorce 10) receive favor and gain attraction from people. 11) get back lost money. (12) heal you of all diseases. both curable and incurable just like HIV/AIDS, cancer, anything at all (13) solve pregnancy problems and bless you with babies. his email once address again is (wiseozizaspiritualhome@gmail.com) you can also contact him via whatsapp on +2348111448971
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  • My husband and i got Married last year and we have been living happily for a while. We used to be free with everything and never kept any secret from each other until recently everything changed when he got a new Job in NewYork 2 months ago.He has been avoiding my calls and told me he is working,i got suspicious when i saw a comment of a woman on his Facebook Picture and the way he replied her. I asked my husband about it and he told me that she is co-worker in his organization,We had a big argument and he has not been picking my calls,this went on for long until one day i decided to notify my friend about this and that was how she introduced me to Mr James(Worldcyberhackers@gmail.com) a Private Investigator  who helped her when she was having issues with her Husband. I never believed he could do it but until i gave him my husbands Mobile phone number. He proved to me by hacking into my husbands phone. where i found so many evidence and  proof in his Text messages, Emails and pictures that my husband has an affairs with another woman.i have sent all the evidence to our lawyer.I just want to thank Mr James for helping me because i have all the evidence against my Husband  in court. 

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  • Nice presentation, congratulations to my friend.
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  • I got help from http://www.MSKEYSALE.com/, it did help me a lot!
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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!

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