SearchLove London 2019 - Rand Fishkin - The Search Landscape in 2019

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Rand Fishkin | Founder & CEO
State of Search 2019
The death of the click. The rise of untrackable web marketing.
And the s...

Today, I’m Going to Tell You
Six Stories…

A Story About How
We Use the Web…

2012… Mobile is Cannibalizing Desktop
1981… Video Killed the Radio Star
2001… Computers Will Be the Death of TV
2019… Voic...

Edison Research, 2018

eMarketer, 2019

Bond Internet Trends, 2019

StatCounter Mobile vs. Desktop, 2012-2019

Hours Spent on Digital Devices / Day (USA)
Bond Internet Trends, 2019

TheWebMaster, 2019

Does Voice Search Change Anything?
Not
Really.

Do Voice Answers Change Anything?
Yes!
“That is called the
Achilles Tendon.”

Google Search in Browsers is Plateauing…
-
5,000,000,000
10,000,000,000
15,000,000,000
20,000,000,000
25,000,000,000
30,00...

• Desktop devices average ~800
distinct pages viewed per
month
• Mobile devices averaged ~300
distinct pages viewed per
mo...

But with Mobile App Use
Factored In, Web Search &
Web Traffic Continues to Grow

Google Controls the
Overwhelming
Majority of Web
Traffic ReferralsGoogle, 66.0%Facebook,
5.1%
YouTube, 3.9%
Bing, 3.9%
Yah...

12 Years… Desktop Barely Shrank While Mobile Grew
40 Years… Video Grew, But Didn’t Kill Radio
20 Years… TV’s Getting Watch...

How Does This Impact Me?

What Evolving Web Use Means for Marketers:
2: Considering a big investment in voice answer SEO? It’s
probably too early; o...

A Story About
Congress…

Congressional Hearing Notes, 12/11/2018

Organic Clicks: 41.45%
Paid Clicks: 3.58%
Alphabet’s Clicks: 6.01%
Zero-Clicks: 48.96%
Q1 2019 Google
Searches that result...

In 2019 Google’s sending ~20% fewer organic
clicks via browser searches than 2016.

Did Google’s Mobile Search
App Make Up for That?
Probably Yes…

43.9% 44.3% 45.8% 46.0% 46.0% 47.5% 48.0% 47.8% 47.5% 47.7% 48.2% 48.8% 49.0% 49.7%
54.0% 53.6% 51.7% 51.3% 51.5% 49.8% 49...

April 2019
June 2019

48.73% 48.89% 49.25% 49.39% 49.56% 50.33%
47.57% 47.55% 46.95% 46.81% 46.23% 45.25%
3.70% 3.56% 3.80% 3.80% 4.21% 4.42%
0%...

Via SparkToro, 2019

Via NYTimes, 2013 and The American Prospect, July 2019

Via Forbes, July 2019 and The Verge, Sept. 2019

How Does This Impact Me?

What Google’s Behavior Means for Marketers
2: Organic CTR is still high, but those who can benefit from
answering zero-cli...

A Story About
On-SERP SEO…

Via SocialMediaExaminer

“I rank #3 for social media; why don’t I get more traffic!?”

SocialMediaExaminer.com’s Search Console

They’re Not Alone…
Via Lily Ray on Twitter, June 2019

Zero-Click Searches

48.73% 48.89% 49.25% 49.39% 49.56% 50.33%
47.57% 47.55% 46.95% 46.81% 46.23% 45.25%
3.70% 3.56% 3.80% 3.80% 4.21% 4.42%
0%...

Ten blue links,
but hard to
earn ROI

Featured snippet,
but clear path to ROI

How Does This Impact Me?

The Zero-Click Decision Tree
Can I benefit from
ranking for this
query even
without traffic?
Optimize for
KWs that send
tr...

The Structured Data Decision Tree
Will I gain or lose value
from adding structured
data that Google may
use in an answer b...

A Story About
Tragedy…

Via The Guardian, July 2019

Via Washington Post

Via Sistrix US data

Has the right links?
Best satisfies searchers?
Has the best on-page SEO?
Has the most accurate info?
Does this rank becaus...

From Links, Clicks, & Keywords to
Accuracy & Comprehensiveness

“There’s no right
(or particularly
dangerous)
answer”
“The wrong answer
could cause serious
harm”
Weighting of correctness...

How Does This Impact Me?

What if authority, accuracy,
and comprehensiveness
come to your SERPs?

What Google’s Evolving Algo Means for Marketers
2: Improving content accuracy (up-to-date, comprehensive,
correct) may boo...

A Story About
Who Gets Credit…

Via The Outline, 2017

R E D H A N D E D

A week after the story,
Google changed how they
cited lyrics sources

18 months ago, they
made a similar change
to image search links

They added links to Knowledge Panels
and images in featured snippets

How Does This Impact Me?

What Citation/Credit Loss Means for Marketers:
2: The Justice Dept. battle means investigators will seek
examples of Googl...

A Story About
Engagement…

Goodbye Organic Reach…
Via RivalIQ 2019

Via RivalIQ 2019

Hello Viral Content
Via Brookings Institute

If SEO or Content is My Focus…
Why Should I Care About Social Reach?
What
journalists
write about.
Content that earns trac...

Tweet the algo thinks is
most likely to engage me
What the algo thinks is next
most likely to engage me
3rd most likely, e...

Instagram Works
the Same Way
IG’s algo thinks this video
will keep me watching
It thinks these images will
keep me in the ...

It’s How YouTube Decides What’s Up Next

It’s How Facebook Decides The Feed
Via Arieh Kovler, June 2019

Engagement, Not Amplification,
Powers Social Reach Now

Social platforms’ ML algorithms are
trained to create addiction based on
engagement.
That can have some nasty side effects.

Delightful, fun,
and entertaining…
But wonderful comments like
these don’t create addiction…

High controversy
content, however…
Creates the engagement
and addiction that fuels the
learning systems’ targets

Social Reach in 2014:
Retweets by highly followed accounts
Shares by accounts with many friends/fans
Large number of likes...

Social Reach in 2019:
Whatever signals the
machine learning
system has found to
correlate strongly
with engagement,
return...

Social Reach in 2019:
Comments & clicks > RTs & Likes
Comments & messages > Shares
Comments > Likes
Comments & messages > ...

How Does This Impact Me?

Branded search demand for your content
Links from high-authority sources without outreach
Amplification and traffic from l...

You Need to Win on Social Platforms:
1: Play to the algorithms’ bias
for on-site engagement
2: Use high-engagement streaks...

The Future of
Search Marketing

A Return to Less-Trackable Marketing
Via Simo Ahava and Reuters
On-SERP SEO

A Vastly Bigger Industry
634,075 LinkedIn Profiles with “SEO” in their
job title or description
2.976M LinkedIn Profiles w...

More Competition and Sophistication
Via Backlinko

More Activity, But Fewer Organic Clicks
50.33%
45.25%
4.42%
Google Search Click-Through Rates
(browser-based queries, June...

Ever-Changing Tactical Effectiveness

Rand Fishkin | Founder & CEO
Thank You!

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