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Rand Fishkin, Wizard of 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
Bit.ly/seoin2018
MaybeYouSawThis
GraphicandThought…
“Whoa.Searchis
Dying!”
Yeah…
It’sverymisleading.
Here’s Real Data on who
sends how much traffic on
the web.
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%
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
Mobile CTR
2.0% on Paid
40.9% on Organic
57.1% Don’t Click
2.8% on Paid
Desktop CTR
62.2% on Organic
35% Don’t Click
CTRonGoogle Mobile vs.Desktop
There may be more traffic opportunity from desktop
STILL due to higher CTR Source
Some Remarkable Stats
On Searcher Behavior…
WhereDoPeople Search?
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
Google CTRBreakdown
Relatively flat excluding seasonality = SEO not being
cannibalized by Google’s own results
The move from SERP ranking to
SERP Features
SERPFeaturesAre Near-Universal
SERPFeatures Massively Impact CTR
ManyFeatures RemoveSEO Opportunity
But, in2017,There’sAlso
More Feature Opportunity
ThanEver Before
You can do SEO to
show up here
And here
And here
Here And here Here too Also here Yup!
16Features Every SEO ShouldConsider:
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
Books
RelatedSearches
Tweets
SearchSuggest
Sitelinks
SectionSitelinks
In-DepthArticles
Carousels/ListResults
Writeabook,useKWsinthetitle,haveanISBN
Besearched+foundcommonlyw/theKWs
Verifiedaccountshelp,useKWsintweets
Asw/relatedsearches,alsogeo-sensitive
Getlinks&visitstoseveralpoppgs;usemarkup
Growpopularsubsectionsw/popularsubpages
Authorlongerpiecesthatreceiveattention/links
Belistedalongsidecommonsetsontheweb
16Features Every SEO ShouldConsider:
SERPFeatureType HowtoGetIn
The move from results
to answers.
ManyQueriesGet
NoClicksatAll
According to our clickstream data, <25%
of searchers will click from a result like
this.
Thisissocommon that, accordingtoourdata, 49%of
searches results in0clicks!
WhySacrificeAd $$for
Answers?
These are high CPC ads,
with high ROI
Why is Google hurting ad CTR w/
these answers?!
Google’s willing to lose a lot of short-term revenue in exchange for
addictive search behavior
Answers MoreSearches
The addiction of search is powerful, i.e.
“Google always knows just what I mean!”
SEO in 2017/18
AdsCanBeAnswersToo…
InOrganic, FeaturedSnippetsAre Google’sPrimary “Bethe
Answer” Bet.
TheseSnippetsAlsoPower VoiceSearch
Extracted, Card-StyleAnswers
areAlso ontheRise
More on How to Become theAnswer:
Via Dr. Pete (and more Dr. Pete)
The move from expressed to
implied intent.
Past: QueryTerms Determined Results
Today:GoogleKnowsWhatYou WantBetterThan(&Before)
You Do
Elements WeBelieveGoogleUsesinPredictive Intent:
Location&PriorBehaviorofUsersinThatLocation
DeviceAttributes:Type,O/S,Speed,InstalledApps,etc
Search,App,&BrowserHistory
GmailBehavior(&possiblyallkeyboardbehavior)
TemporalElements&Time-BasedPatterns
DifferentDevices/People;DifferentResults
Seattle,WA Northampton,MA
It’s NotJustSearch Suggestions; It’s RankingsToo
InSanDiego,
comicsrule:
I stumbled across an article
mentioning this resort in Japan
early in my trip-planning research
By searching for & clicking the site in Google, I biased the
engine to show me more results from that domain in the
future.
By the time I reached evaluation stage, it
was too late to convince me to stay
anywhere else…
If GoogleBecomesaSuggestion Engine,Marketers WillBe
Left WithTwoChoices:
Capture attention here Or compete, unaided, here
But Rand, How Do I Rank
My Site in Google?
8BroadAreasofGoogle’sRankingAlgorithm
(forclassic,ten-blue-linksstyleresults):
Links
Quality of Host
Domain
Query
Satisfaction
User
Experience
Personalization
Technical &
Crawl
KeywordsContent
DoesthetextmatchwhatGoogle’sMLsystemscalculatetobe
relevant,high-quality,&amatchforthesearcher’sintent?Content
Editorially-given,anchor-text-rich,followedlinksfromhigh
qualitysourcesstillmattertoGoogle(esp.incompetitiveresults)Links
IfGoogleseeshighratesofpogo-stickingorothersignalsthat
yourpage/siteisn’tsolvingsearchqueries,they’lllikelyrankyou
lower
Query
Satisfaction
Via WB Friday
Usingthesearcher’skeywordsintelligentlyonyourpagestill
mattersforrankings(andforCTRintheresults)Keywords
Ring failed to rank
until they changed
their page title to
include “video
doorbell”
Domainsaccruesignalsofquality&value.Powerfuldomains
maygivethepagestheyhostaboostinrankingability.Quality of Host
Domain
Via OSE
Googlewantstoseesitesprovideaneasy-to-use,intuitive
experienceoneverydevice,ateveryspeed,without
impediment.
User
Experience
Speed&accessibilitytocrawlersstillmatters,andGooglestill
doesn’thandlenon-text,ornon-HTML-linkaccessiblepages
well.
Technical &
Crawl
Thegeography,device,searchhistory,andtimingofa
searcher’squerycanallchangeGoogle’sresultssignificantly.Personalization
Ranking inGooglein2018:
Solvethesearcher’staskbetterthananyoneelseonpage1
Technicalaccessibility(don’thamperthebots!)
Intelligentkeyword&relevanttopicuseincontent
Loadfastandresponsiveoneverydeviceateveryspeed
Earnmore+bettereditoriallinksthanyourcompetition
Keywordresearch(talktosearchersthewaytheysearch)
TargettherightSERPfeaturesintherightqueries
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Thank You!

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