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Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
How to Survive
Google’s Trojan Horsing of the Web
What Has Google
Been Up To?
Breaking Into Job Listings
Breaking Into Reservations
Breaking Into CulturalContent
Disintermediating Lists
Penalizing vs. IgnoringSpam
Facing their1st RealThreatinYears
Losing theirFirstBigCase vs.theEU
Facing Potential
Regulation ofResults
inCanada
Paying Professors toHaveTheirBack
But Google is Still the
Unquestionable Behemoth
WhereDoPeople Search?
BreakdownofSearcheson
MajorWebProperties(October
2016)
BreakdownofSearcheson
MajorWebProperties
(May2017)
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
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
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
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
Google’s Growth
So far, 2017 is trending ~10-15% higher than 2016, not
including voice or Apple devices
TotalSearchers vs.Active Searchers
UnitedStates
Canada
UnitedKingdom
AverageSearches/Month %ofSearchersw/10+
Searches/Month
103-119
120-139
120-135
~39%
~40%
~41%
Google CTRBreakdown
Relatively flat excluding seasonality = SEO not being
cannibalized by Google’s own results
What are the Web’s Top
Traffic Referrers?
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%
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%
This is when Reddit stopped using Imgur for all
its image hosting
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%
In 7 months, Google gained more
share than all but the top 5 even
have 
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)
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
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
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
Web Marketers Live in
Google’s World…
And That’s Becoming
More Dangerous
ThisisCelebrity NetWorth’sStory…
Via TheOutline
DICK MOVE!
Here’s Google
Trojan Horsing…
Local Events
Eventbrite and Meetup… Huh.
Via TheVerge
Job Listings
Via Techcrunch
Something tells me this will not go
well for them…
Weather
Sports
Seems like a fair deal…
The Model’s Pretty
Consistent
Google: “Doagreatjob
answering the searcher’s query
&we’llrankyou high*”
*Unlesswehaveourownresults;then
wegettobefirst.
Google: “Structure data likethis&we’llmake your listings
morevisible!”
Via Google
Google: “These results arebest forourusers. (They fellfor
itagain!)”
NBC has, BTW, put the proper
video markup on their pages.
Site Operators Face a
Prisoner’s Dilemma
Give GoogleYour Content…
…andrisk Google using your data tobuildafeature that
killsyour traffic
Or,Holdback your uniquevalue…
…Andrisk a
competitor benefiting
fromGoogle’s
opportunities instead
Fear Isn’t the Only Thing
Stopping Publishers
Some Queries Deserve More thana
SimpleAnswer (evenifthat’swhatsearcherswant)
e.g. Climatechange searches
Via Quartz
e.g. Politically-charged content
e.g. Dangerously incomplete answers
e.g. Misleading “instantsolutions”
I do have some feedback; this
sucks! It’s incomplete, wrong, &
frustratingly reductive.
This is what a mortgage
calculator should do:
What’s the Solution?
The 5-Part Path:
AnSEOstrategythatsegmentssearcherintent
Contentstrategythatprioritizescomplextasks
Businessgoalsthatsynchw/yourSEO+content
Atrafficstrategythatdiversifiessources
IncorporationofGoogle’sfutureintoyourplans
1
2
3
4
5
Measured by:Traffic Driven
Examples inAction:
HowsomesitesavoidthedangerousdancewithGoogle’sdevilish
proposition
Index.co
Segmenting Searcher Intent
Redfin
Prioritizing ComplexTasks
Eater
DiversifyingTrafficSources
Shutterstock
SynchingBusinessGoalsw/SEO+Content
TheMuse
IncorporatingGoogle’sFutureInYourPlans
10 Tactical Tips to
Thrive in Google’s World
#1:Prioritize buckets ofKWs w/complex task completion
requirements
These are easy to answer.
Google could do it with a
snippet or a voice answer.
#1:Prioritize buckets ofKWs w/complex task completion
requirements
But underwater zombies?
That’s a query that demands
more attention.
#2:Serve“instantanswer”contentwhilesimultaneously
enticingtheclick
“and heck…” what? I must
know!
#3:InvestincontentGoogleeithercan’tshowin
SERPsorthatbuildsyourbrandwhentheydo
Even if Google launches their own Lyft
competitor, being included here builds Lyft’s
brands & customers in the meantime.
Interactive content is deviously hard to steal in a SERP, & immensely valuable to those who are
seeking to solve this problem.
Via LetsCrunchIt
#4:Makeyourinternalsearch+navasgoodorbetterthan
Google’spath
This should scare the $#%^
out of Eater
Memeorandum offers a
navigational UX that Google
can’t truly compete against
By serving conscious & unconscious needs, Etsy
provides a UX that Google can’t compete with
#5:Drivevisitors toowned,subscription channels
For as long as Google offers ways to
drive traffic to your site (vs. host
content with them), we’ll take it!
No matter what channel you use to broadcast or distribute, make sure the traffic always goes
back to a domain & UX you own+control
#6:LeverageRLSAtooutrankGoogle
forthesearcherswhomattermost
#7:Bias search suggest inyour favor through linguistic
branding
Hat tip to Gianluca Fiorelli
for spotting this campaign &
its influence on search
suggest + related
#8:Use influencer marketing tobecome the brand
searchers recognize
Mainstream Foodies
Fancy-Pants
Types
Sous Vide Aficionados Paleo Foodies
Relevant
Locavores
#9:Innovate attheproblem-level vs.the solution-level (b/c
Googledoesthereverse)
Google solves this query at the
solution level
Youwantahigh%ofvisitorstocomeaway
fromyourexperiencethinking:
Why wouldIever Google ___________
when___________ solves thisproblem
socompletely and elegantly?
search query
your site
Dribbble solves it at the
problem level
Before your audience needs a solution,
they have a problem.
BeatGoogle tothepunch.
Bethere forthe problem’sdiscovery.
SolutionLevel ProblemLevel
SolutionLevel ProblemLevel
#10: IfGoogle’s already inyourspace, findwhattheyfailto
deliver &double-down
Fine for a quick
answer, but lacks
depth…
What are all those deeper, next questions folks have AFTER they search for weather?
Wunderground knows, and nails ‘em.
Measured by:Traffic Driven
Don’t Just Fight Off the
Dragon…
Measured by:Traffic Driven
Make it bring you to the skies.
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
You Got This!

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