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SEO in 2017/18
In 2018, Rand Fishkin discusses the evolving landscape of SEO influenced by Google’s changes, searcher behavior, and technology. He highlights the distribution of web traffic among various platforms, emphasizing the dominance of Google and Facebook while noting the growing importance of mobile search and SERP features. Fishkin also stresses the necessity for marketers to adapt by optimizing for new search behaviors and focusing on improving user experience and page ranking factors.
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SEO in 2017/18
- 1. Rand Fishkin, Wizardof 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
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- 5. Here’s Real Dataon who sends how much traffic on the web.
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- 7. Top 10 11-100101-1K 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 11-100101-1K 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 11-100101-1K 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 11-100101-1K 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% onPaid 40.9% on Organic 57.1% Don’t Click
- 12. 2.8% on Paid DesktopCTR 62.2% on Organic 35% Don’t Click
- 13. CTRonGoogle Mobile vs.Desktop Theremay be more traffic opportunity from desktop STILL due to higher CTR Source
- 14. Some Remarkable Stats OnSearcher Behavior…
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- 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 -0.2Thisis compensated for by a rise in web search clicks to local results
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- 21. Google’s Growth So far,2017 is trending ~10-15% higher than 2016, not including voice or Apple devices
- 22. Google CTRBreakdown Relatively flatexcluding seasonality = SEO not being cannibalized by Google’s own results
- 23. The move fromSERP ranking to SERP Features
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- 27. But, in2017,There’sAlso More FeatureOpportunity ThanEver Before You can do SEO to show up here And here
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- 29. Here And hereHere too Also here Yup!
- 30. 16Features Every SEOShouldConsider: 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
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- 32. The move fromresults to answers.
- 33. ManyQueriesGet NoClicksatAll According to ourclickstream 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 arehigh CPC ads, with high ROI Why is Google hurting ad CTR w/ these answers?!
- 36. Google’s willing tolose a lot of short-term revenue in exchange for addictive search behavior
- 37. Answers MoreSearches The addictionof search is powerful, i.e. “Google always knows just what I mean!”
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- 40. InOrganic, FeaturedSnippetsAre Google’sPrimary“Bethe Answer” Bet.
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- 43. More on Howto Become theAnswer: Via Dr. Pete (and more Dr. Pete)
- 44. The move fromexpressed to implied intent.
- 45. Past: QueryTerms DeterminedResults
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- 49. It’s NotJustSearch Suggestions;It’s RankingsToo
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- 51. I stumbled acrossan article mentioning this resort in Japan early in my trip-planning research
- 52. By searching for& clicking the site in Google, I biased the engine to show me more results from that domain in the future.
- 53. By the timeI reached evaluation stage, it was too late to convince me to stay anywhere else…
- 54. If GoogleBecomesaSuggestion Engine,MarketersWillBe Left WithTwoChoices: Capture attention here Or compete, unaided, here
- 55. But Rand, HowDo I Rank My Site in Google?
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- 60. Usingthesearcher’skeywordsintelligentlyonyourpagestill mattersforrankings(andforCTRintheresults)Keywords Ring failed torank until they changed their page title to include “video doorbell”
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- 66. Rand Fishkin, Wizardof Moz | @randfish | rand@moz.com Thank You!