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Search Marketing's Evolution: 2018 and Beyond
Rand Fishkin discusses the evolution of SEO and how search engines, algorithms, and user behavior have shifted in recent years. Some of the key changes include Google still dominating web searches but with declining organic click-through rates, the rise of intent-based optimization over keyword-focused strategies, and domains inheriting authority and semantic connections that help them rank for related queries. Successful sites are taking steps like developing brand authority in niche areas, prioritizing user intent in content and on-page optimization, and influencing searchers through listings and appearances in knowledge panels without requiring the user to click through to their site.
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Search Marketing's Evolution: 2018 and Beyond
- 1. Rand Fishkin |Founder & CEO The Evolution of SEOHow searchers, engines, and algorithms have shifted and how marketers must react to get the best results from their campaigns
- 2. My Big Questions: Issearch still growing? Is SEO opportunity growing or shrinking? How much? Who else (if anyone) sends significant referral traffic on the web? What are successful sites doing differently from 2-5 years ago? A) B) C)
- 3. There’s a Lotof Misleading Data Out There...
- 4. Google has 63%of US Searches?
- 5. Facebook sent more trafficthan Google the last 3 years?
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- 7. But when themedia amplifies these stories, the headlines are immensely misleading L
- 8. How Do WeGet Trustworthy Data?
- 9. The data Itrust most comes from clickstream sources like Jumpshot: It’s biased by the panel of browsers, but not by the websites that install a given tracker
- 10. Breakdown of Searcheson MajorWeb Properties May 2017
- 11. Via Rand’s Blog CoreGoogle Search 61.6% Google Images 22.6% YouTube 4.3% Yahoo, 2.4% Amazon, 2.3% Bing, 2.2% Facebook, 1.4% Google Maps, 1.3% Pinterest, 0.5% Twitter 0.4% Breakdown of Searches on MajorWeb Properties February 2018
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- 13. Google’s Still Growing 2017trended ~10-15% higher than 2016, not including voice or Apple devices
- 14. Via Rand’s Blog Forevery paid ad click on Google, there were ~20 clicks to an organic result.
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- 17. Bad News forSEO
- 18. 92% of clicks,10% of marketing spend 8% of clicks, 90% of marketing spend
- 19. Via GetResponse 2,510 marketerssurveyed by GetResponse in 2017 said SEO is only the 4th highest ROI channel they invest in
- 21. Why am Itaken here? And not to their website?
- 22. In Q3/4 2017,there were (seasonally) fewer clicks available for SEO for perhaps the first time since Google’s launch Via Rand’s Blog
- 23. Google’s Desktop CTRs February2018: Paid: 3.82% Organic: 65.72% No Click Searches: 34.28% *Note:Sumsaregreaterthan100%assearcherscanclick multipleresultsperquery
- 24. Google’s Mobile CTRs February2018: Paid: 3.12% *Note:Sumsaregreaterthan100%assearcherscanclick multipleresultsperquery
- 25. Google’s Mobile CTRs February2018: *Note:Sumsaregreaterthan100%assearcherscanclick multipleresultsperquery Paid: 3.12% Organic: 38.97% No Click Searches: 61.03%
- 26. The Scary Part: OrganicPaid NoClicks Mobile Desktop February 2016 February 2018 Organic Paid NoClicks 65.56% 2.50% 34.44% 58.43% 1.83% 41.57% 65.72% 3.82% 34.28% 38.97% 3.12% 61.03% 20% drop in mobile, organic CTR. 20% increase in mobile “no click” searches.
- 27. AcrossAll Google’s SearchQueries… Organic CTR: 52.96% Paid CTR: No Click Searches: 3.49% 47.04% ~15 organic clicks for every paid click. Down from ~20 a year ago. For every 10 organic clicks, 8.8 searches with 0 clicks.
- 28. Via Geoffrey Weg TheseSERPs are coming back for revenge.
- 29. What are theWeb’s True Top Traffic Referrers?
- 30. Via Google.com Oct2016 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% -1.4% -1.3% -2.0% +0.3% -1.2% +1.5% -0.1% -1.7% Amazon.com 1.3%+0.1% TopTrafficReferrers Feb2018 57.8% 5.2% 3.4% 4.8% 1.0% 3.7% 1.3% 4.3% 1.4%
- 31. Via Google Facebook Yahoo Bing Reddit GoogleAdServices Twitter YouTube Amazon Traffic Referrer %of Referrals*Rank Wikipedia Gmail Comcast MicrosoftOnline Imgur MSOffice DoubleClick Ebay AdServer DuckDuckGo Deloton 57.8% 5.2% 4.3% 3.7% 3.4% 2.7% 1.9% 4.8% 1.4% 1.3% 1.2% 2.3% 1.2% 1.0% 0.9% 0.9% 0.8% 0.8% 0.7% 0.6% #1 #2 #4 #5 #6 #7 #9 #3 #10 #11 #12 #8 #13 #14 #15 #16 #17 #18 #19 #20 *Methodology: Forthisdata,Jumpshotcombinedthelargest30 trafficreferralsourcestositesontheweb (mobile+desktop),andisshowingthepercentof thosetop30combined(thus,thelongtailof referralsisn’trepresentedhere) *Biases: JumpshotdoesnotcollectdataoniOSdevices, somobileisbiasedtoAndroidanddesktopis biasedtoPC.DataisforFeb.1-28,2018,US only.
- 32. My Big Questions: Issearch still growing? Is SEO opportunity growing or shrinking? How much? Who else (if anyone) sends significant referral traffic on the web? What are successful sites doing differently from 2-5 years ago? A) B) C)
- 33. The 6 BigShifts in SEO
- 34. Page One isAvailableto Many, But Dominated by a Few #1
- 35. TwoYearsAgo, 16 Companies DominatedGoogle’s Results. Via Viperchill
- 36. In 2018, nearlyevery one of these sites ranks better for more keywords. Via Viperchill
- 37. 3 Ways toFight Back Become a brand Go hyper-niche Use barnacle SEO #1 #2 #3
- 38. Become a Brand ViaSELand
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- 41. On-Page SEO is75% Intent, 25% Keywords #2
- 42. I Filed SparkToro’s Trademarksin Early April Then I got this bill in the mail
- 43. Thank Goodness GoogleKnows What I Mean > What I Searched For Oh Damn!
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- 50. 5 Steps toIntent Optimization List all of the tasksand problemsthe searcher isattempting to solve with their query #1 Visit all the pagesrankinginthe top10-20 results, andadd to yourlist anytasks they’re helping to solve #2 Use relatedsearches,searchsuggest,rankingcompetitors,andintuitionto prioritize the list #3 Write a title/headline that coversthe top 1-3,and optimize the page’slayout to addresstosolve the list inorder #4
- 51. Domains inherit andpass topical authority #3
- 52. Google: Websites Don’tAccumulateRanking Signals
- 53. I Think That’sSemantic B*{{$#!^ Sigh…
- 54. Domains/BrandsAcquire RankingAbility Wait… What?Why Rick Riordan’s Site?
- 55. Hmm…. Via Moz’s LinkExplorer
- 56. And They EarnSemantic Connections
- 57. Queries + Content+Associations =
- 58. Sometimes for MultipleBrands
- 59. Often, Crappy Contenton the Right Site Beats Great Content on a Weak Site Mediocre But “Authoritative” Crappy But “Authoritative” Crappy But “Authoritative” Awful But “Authoritative” Mediocre But “Authoritative”
- 60. Decent Low Authority Ugh.But “Authoritative” Don’t Get Me Started But “Authoritative” Awful But “Authoritative” Solid Ranking b/c it’s “Fresh Content”
- 61. I’m Not SayingMoz’s DAis How GoogleAssigns RankingAbility to Sites: Via Moz’s Link Explorer
- 62. I’m Saying: RankingAbilityis Not Website Agnostic. Take this exact content, with the same link profile, put it on a low DA site; it won’t rank.
- 63. And Domains NowBuild Credibility with Topics More Than Raw LinkAuthority That’s why the sites that rank are so often the sites you *expect* to rank
- 64. OptionA: Build aContent Strategy that Earns Your Site the Right Signals If we create _________, provide unique value to __________, and market it to __________, we will, over time, earn the signals we need to rank for the keywords in our space.
- 65. Option B: Crafta PR Story that EarnsYour Site the Right Signals Reporters, bloggers, social sharers, & web-based influencers in our space are hungry for _________. If our story is _________, and we build relationships with __________, we can win the signals we need to rank in our space.
- 66. Option C: Leveragea Community to Build the Signals ForYou If we give people who __________ a place online with ___________, they will build content, amplify, and earn the ranking signals we need.
- 67. Links Still Work,But They’re Not Alone #4
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- 73. Pogosticking I hate allthe popups and sign-in prompts, but at least it’s relevant.
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- 77. If You’re Winningon Links, Consider Are my competitors earning more branded searches?A) Am I losing searchers to pogo-sticking?B) Is my media coverage, amplification, & mentions the problem?C) Am I losing on visitor engagement?D)
- 78. We need tolearn to influence searchers who don’t leave Google #5
- 79. You don’t needto outrank Nerdwallet, you need to rank *in* Nerdwallet
- 80. No need toget the click; just get a compelling listing.
- 81. If Arm+Hammer can convinceTarget to bid for them… PPC is as good as SEO!
- 82. Website clicks are irrelevantnext to nailing these bits
- 83. If you couldrank #1 or be listed in this box…
- 84. Steering thought patternsin the SERPs, even without the click, is probably a smart move
- 85. This is “reputation managementSEO” now
- 86. Rand Fishkin |Founder & CEO Thank You!