Google everyones-competitor-2019
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Presentation of Rand Fishkin CEO of moz and a reference for SEO and the world of google searches where they put in context that google is no longer an ally but became the competition of all SEO shared by robert mendoza SEO
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Google everyones-competitor-2019
- 1. Rand Fishkin | Cofounder & CEO Google in 2020 From everyone’s search engine to everyone’s competitor… How Google is changing the web’s landscape, and how marketers can respond.
- 2. Via SparkToro, 2019 Google Holds a Monopoly on Web Search
- 3. And Controls the Overwhelming Majority of Web Traffic Referrals Google, 66.0%Facebook, 5.1% YouTube, 3.9% Bing, 3.9% Yahoo, 3.5% Twitter, 2.1% Amazon, 2.0% Reddit, 1.9% Wikipedia, 1.6% Gmail, 1.0% DuckDuckGo, 1.0% Rest of Top 250, 7.9% %ofReferralVisitsSentByTop250Referrers,June2019 (250M+browserreferrals,10M+mobile&desktopdevices)
- 4. Stories from the Front Lines of Google vs. Websites Battle
- 6. Google Rankings: Way Up! Via Sistrix
- 7. Google Traffic Opportunity: Way Down. ↓30 - 70% Loss in available clicks as Google expanded the definition boxes
- 8. Genius.com
- 12. R E D H A N D E D
- 13. Via WSJ, 2019
- 14. A week after the story, Google changed how they cited lyrics sources
- 16. Via The Outline,
- 17. Via The Outline,
- 20. “I rank #3 for social media; why don’t I get more traffic!?”
- 22. Expedia.com
- 23. Ruh. Roh.
- 25. How Widespread Are We Talking?
- 27. Eater & Yelp
- 30. MetaCritic & PC Gamer
- 32. And Then There’s The Extortion…
- 33. Nintendo doesn’t buy branded KW ads, so others get extra margin & brand
- 34. Impossible Foods didn’t buy their branded ads, so a competitor-funded org takes potshots at them in the SERPs.
- 35. In Glossier’s case, Google fills the SERP with misleading Maps results. Thankfully, they paid up to be on top.
- 36. When Google themselves fail to buy branded KWs, Pixel disappear from the SERPs!
- 39. Caveat. Jumpshot only provides data on mobile browsers (for now), but I’d estimate mobile search app behavior is quite similar.
- 40. 53.74% 53.95% 54.45% 54.37% 54.39% 54.67% 54.50% 54.60% 56.10% 42.04% 41.82% 41.20% 41.31% 41.11% 40.72% 41.01% 40.88% 39.69% 4.22% 4.24% 4.35% 4.32% 4.50% 4.61% 4.50% 4.51% 4.22% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Jan-19 Feb-19 Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Google 2019: Mobile Browser Click Share Zero-Click Organic Paid
- 41. 56.10% 39.69% 4.22% Google Mobile Browser Search Clicks September 2019 Zero-Click Searches Searches w/ Organic Clicks Searches w/ Paid Clicks
- 42. Desktop is where we do in-depth research, so CTRs are, unsurprisingly, much higher.
- 43. 34.04% 35.11% 34.66% 34.90% 34.65% 33.56% 33.35% 33.43% 34.85% 61.98% 61.19% 61.38% 61.16% 61.06% 61.94% 62.01% 61.79% 60.83% 3.98% 3.70% 3.96% 3.94% 4.29% 4.50% 4.64% 4.79% 4.32% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Jan-19 Feb-19 Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Google 2019: Desktop Click Share Zero-Click Organic Paid
- 44. 34.85% 60.83% 4.32% Google Desktop Search Clicks September 2019 Zero-Click Searches Searches w/ Organic Clicks
- 45. Alphabet’s Share
- 46. •*.google.com (including, but not limited to all of the below) • maps.google.com • sites.google.com • news.google.com • domains.google.com • store.google.com • play.google.com • chrome.google.com • blog.google.com • analytics.google.com • drive.google.com • images.google.com • support.google.com • plus.google.com (before it was retired) •*.youtube.com •.google (Google’s top-level domain extension) •*.gmail.com •*.android.com •*.abc.xyz •*.waymo.com •*.nest.com •*.blogger.com •*.thinkwithgoogle.com •*.waze.com •*.orkut.com •*.withgoogle.com •*.google.org •*.googleblog.com •*.googlefiber.net •*.campus.co •*.googlesciencefair.com What About All the Clicks That Go To…
- 47. 34.85% 53.28% 4.32% 7.55% Google Desktop Search Clicks September 2019 Zero-Click Searches Organic, Non-Alphabet Clicks Paid Clicks Alphabet-Owned Clicks
- 48. Google sends ~14% of all clicks back to its own properties* *On desktop devices; likely higher on mobile due to app behavior.
- 49. Google Jobs
- 50. From 2016-2019, Jumpshot estimates ~150-180 million Google searches each month contained the words “jobs” or “job”.
- 51. In early 2017, Google launched the Jobs Widget. It sits between the paid & organic results in most job-keyword SERPs.
- 53. 0% 5% 10% 15% 20% 25% 30% Jan-17 Apr-17 Jul-17 Oct-17 Jan-18 Apr-18 Jul-18 Oct-18 Jan-19 Apr-19 Jul-19 %ofSearches Clicks to Google's Jobs Widget 2017-2019 Google Job Widget Clicks Paid Clicks
- 54. Google Weather
- 55. In 2005, Google launched one of their very first instant-answer widgets – the weather search feature. Via SearchEngineLand
- 56. In 2019, Jumpshot estimates ~220- 340 million Google searches each month contained the word “weather”. We analyzed non-branded weather searches to see what CTRs look like.
- 57. 37.8% 57.3% 4.9% Desktop Browsers 58.8% 39.0% 2.2% Mobile Browsers Zero-Click Searches Organic Clicks Paid Clicks Google CTRs on “Weather” Queries September 2019
- 59. Marketers must find ways to make their brand what searchers seek out. Perform Search Receive Information from Google’s SERP Take Action
- 60. Marketers must find ways to benefit from zero-click searches. Perform Search Receive Information from Google’s SERP Take Action
- 61. Marketers must find ways to nudge post- search behavior. Perform Search Receive Information from Google’s SERP Take Action
- 63. #1: Content (on our own sites or others) can claim valuable, answer-focused SERP real estate.
- 64. #2: Ads can nudge awareness & behavior
- 65. #3: Brand campaigns can influence related searches & PAA boxes
- 66. #4: Claiming and suggesting changes to the knowledge panel can positively influence brand perception.
- 67. #5: Rep Management SEO can help control branded SERPs.
- 68. #6: Content marketing & editorial content submissions can nudge zero-click searchers to your brand.
- 69. This is Not Your Homepage.
- 70. This is Your Homepage.
- 71. But what if we lose traffic?!
- 72. The Prisoner’s Dilemma is Already Here Via Lily Ray on Twitter, June 2019
- 73. The Zero-Click Decision Tree Can I benefit from ranking for this query even without traffic? Optimize for KWs that send traffic instead YesNo Will my team or client give credit for rankings that don’t send traffic? Yes No Invest in On- SERP SEO!
- 74. The Structured Data Decision Tree Will I gain or lose value from adding structured data that Google may use in an answer box? Add the structured data and optimize for rankings! LoseGain Would I rather have the answer box, or cede it to a competitor to focus on other KWs? Cede Have Find other KW opportunities
- 76. Via WSJ, 2019
- 77. Via NYTimes, 2013 and The American Prospect, July 2019
- 78. Via NYTimes
- 79. Via Forbes, July 2019 and The Verge, Sept. 2019
- 81. Via Vice.com
- 82. Via Wistia.com
- 83. Via Vox.com
- 84. Via NiemanLab
- 85. The Big Picture 2: The future of search marketing is nudging behavior through zero- click queries, not just earning traffic. 1: Organic search traffic has plateaued. Soon to decline. 3: Brand, content, & product investments all must shift. Marketers can’t do it alone, but we can help organizations make smart, strategic decision about the future.
- 86. You can do it.
- 87. Rand Fishkin | Cofounder & CEO Bit.ly/googlein2020