Wo liegt Google's Zukunft?

1. www.kevin-indig.com
Wo liegt
Googles
Zukunft?

2. KEVIN INDIG
Dein bester
Feind

4. https://www.kevin-indig.com/a-new-google-from-search-to-discovery-engine/

5. KEVIN INDIG
“[…] three fundamental shifts in how we think about
Search:
The shift from answers to journeys […]
The shift from queries to providing a queryless way to
get to information […]
And the shift from text to a more visual way of finding
information […]”
(Ben Gomes, 2018, Google Blog)

6. https://www.blog.google/products/search/helping-you-along-your-search-journeys/

7. KEVIN INDIG
Knowledge
Graph
Topic Layer
Events Names Books BrandsPlaces
Politics Evergreen Trends Ideas News

8. KEVIN INDIG
Google treibt konsistent +20% Quartalsumsatz ein (YoY)
3.872
4.827 5.367 5.701 5.523
6.674 6.82
8.44 9.026
10.58
11.81
10.28
13.11
15.71 15.96
18.1 17.73
21.33 21.5
26.06 26.01
32.32 32.66
39.28
36.34
40.5
Q2
Q4
Q2
Q4
Q2
Q4
Q2
Q4
Q2
Q4
Q2
Q4
Q2
Q4
Q2
Q4
Q2
Q4
Q2
Q4
Q2
Q4
Q2
Q4
Q2
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Google: quarterly revenue (in billions)

9. KEVIN INDIG
Ad-revenue wächst deutlich langsamer (22% -> 15%) und
Youtube wird wichtiger
63.0% 62.3% 60.6%
7.3% 8.1% 9.3%
29.7% 29.6% 30.0%
2017 2018 2019
Google revenue: Search vs. Youtube
Search Youtube Other

10. KEVIN INDIG
Smartphones verdoppeln an Anzeigen-Markt für Google

11. KEVIN INDIG
Die zweit-größte Suchmaschine ist nicht Bing, sondern Baidu
3,414
48 35
365
google.com bing.com duckduckgo.com baidu.com
Visitorsinmillions
Search engines desktop traffic 2019
2019

12. KEVIN INDIG
"We are moving from a
company that helps
you find answers to a
company that helps
you get things done.”
(Sundar Pichai, Google I/O 2019)

13. KEVIN INDIG
100k keywords | Mobile + Desktop | 2019

14. KEVIN INDIG
Zeigt Google wirklich mehr
Local Packs?

15. KEVIN INDIG
2/3 denken, dass Google mehr Local Packs zeigt…

16. KEVIN INDIG
… und wer kann es ihnen verübeln?
Wirklich, ein Local
Pack für “SEO”???

17. KEVIN INDIG
“Tab clicks are strong
signals for universal
search integrations”
Gary Illyes at BAS Q&A
https://www.kevin-indig.com/my-notes-from-the-gary-illes-qa-bay-area-search/

18. KEVIN INDIG
2015: 3-packs
ersetzen 7-packs.
Seitdem: Ruhe…

19. KEVIN INDIG
… ABER: Mobile Local Packs schrumpfen, außer in Deutschland
0%
5%
10%
15%
20%
25%
30%
35%
40%
1/1/19 2/1/19 3/1/19 4/1/19 5/1/19 6/1/19 7/1/19 8/1/19 9/1/19 10/1/19 11/1/19 12/1/19
% of SERPs on mobile with a local pack comparing US, UK, DE (2019)
US Local Pack % UK Local Pack % DE Local Pack %

20. KEVIN INDIG
Local Packs DE: -33% Desktop, +225% Mobile
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
US mobile US desktop UK mobile UK desktop DE mobile DE desktop
Local Packs January vs. November 2019
Locak Packs January Locak Packs November

21. KEVIN INDIG
Die ultimative Antwort

22. KEVIN INDIG
Featured Snippets Wachstum USA: +38% mobile, +45% desktop
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
1/1/19 2/1/19 3/1/19 4/1/19 5/1/19 6/1/19 7/1/19 8/1/19 9/1/19 10/1/19 11/1/19 12/1/19
SERPS with Featured Snippets in the US comparing mobile and desktop (2019)
US Desktop US Mobile

23. KEVIN INDIG
Featured Snippets Wachstum DE: +86% mobile, +37% desktop
0%
2%
4%
6%
8%
10%
12%
1/1/19 2/1/19 3/1/19 4/1/19 5/1/19 6/1/19 7/1/19 8/1/19 9/1/19 10/1/19 11/1/19 12/1/19
SERPS with Featured Snippets in DE comparing mobile and desktop (2019)
DE Desktop DE Mobile

24. KEVIN INDIG
Featured Snippets Wachstum UK: +11% mobile, -14% desktop
0%
5%
10%
15%
20%
25%
30%
1/1/19 2/1/19 3/1/19 4/1/19 5/1/19 6/1/19 7/1/19 8/1/19 9/1/19 10/1/19 11/1/19 12/1/19
SERPS with Featured Snippets in the UK comparing mobile and desktop (2019)
UK Desktop UK Mobile

25. KEVIN INDIG
Keine Doppel-
Rankings mehr
bei Featured
Snippets

26. KEVIN INDIG
1/24: wenig Veränderungen, durchschn. CTR immer noch 43%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0% 20% 40% 60% 80% 100%
CTRafter1/24
CTR before 1/24
Desktop CTR before and after 1/24 for
queries with unchanged ranking positions
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0% 20% 40% 60% 80% 100%
CTRafter1/24
CTR before 1/24
Mobile CTR before and after 1/24 for queries
with unchanged ranking positions
https://www.kevin-indig.com/a-case-study-of-2000-featured-snippets-about-deduplicating/

27. KEVIN INDIG
Die Suche wird visueller

28. KEVIN INDIG https://www.kevin-indig.com/a-new-google-from-search-to-discovery-engine/
“Since then, we’ve been working to include
more imagery and videos in Search, whether
it’s illustrated weather reports, live sports
clips, or our visual recipe experience. […] We
model hundreds of millions of fine-grained
concepts for every image and video that we
have in our index. […]
[…] We’re bringing more visual content to
Search and completely redesigning Google
Images to help you find information more
easily.”
https://www.blog.google/products/search/improving-search-next-20-years/
BEN GOMES, SVP,
Search, News and Assistant at
Google

29. KEVIN INDIG
Image Thumbnails sind am 7. März global explodiert
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1/1/19 2/1/19 3/1/19 4/1/19 5/1/19 6/1/19 7/1/19 8/1/19 9/1/19 10/1/19 11/1/19 12/1/19
% of mobile SERPs with an image thumbnail comparing US, UK, DE (2019)
US Image thumbnail % UK Image Thumbnail % DE Image Thumbnail %

30. KEVIN INDIG
Image Boxes: wachsen Mitte April, schrumpfen im September
0%
5%
10%
15%
20%
25%
30%
1/1/19 2/1/19 3/1/19 4/1/19 5/1/19 6/1/19 7/1/19 8/1/19 9/1/19 10/1/19 11/1/19 12/1/19
% of SERPs on mobile with an image box comparing US, UK, DE (2019)
US Image Box % UK Image Box % DE Image Box %

31. KEVIN INDIG
Nur in den USA: Desktop Image Boxes spalten sich von Mobile
0%
5%
10%
15%
20%
25%
30%
1/1/19 2/1/19 3/1/19 4/1/19 5/1/19 6/1/19 7/1/19 8/1/19 9/1/19 10/1/19 11/1/19 12/1/19
SERPS with Image Boxes in the US comparing mobile and desktop (2019)
US Mobile US Desktop

32. KEVIN INDIG
Andere Länder, andere Intents

33. KEVIN INDIG
Query User-Intent
Buy/Book
Search
Find
Inspiration
Compare
Browse
Read
Listen
Watch
Research
Navigate
Learn
SERP Features sind Indikatoren für User Intent(s)
“See”
“Best”
“Listen”
“Buy”
“Book”
“Near me”
“How”
“Where”
“What”
”When”
“Why”
“Tutorial”
SERP
Features

34. KEVIN INDIG
SERP Feature Korrelationen zeigen Intent noch deutlicher
US
Mobile
US
Desktop
UK
Mobile
UK
Desktop
DE
Mobile
DE
Desktop
FS/image thumbnail 0.64 0.62 0.75 -0.26 0.37 0.63
FS/local pack -0.35 -0.10 0.68 -0.06 0.74 0.64
FS/image box 0.54 0.02 0.73 0.11 -0.01 0.30
Image
thumbnail/local pack 0.19 0.51 0.73 0.28 0.73 0.29
Image
thumbnail/image box 0.58 0.68 0.59 0.35 0.59 -0.08
Image box/local pack 0.02 0.38 0.37 0.14 0.37 -0.21

35. KEVIN INDIG
Featured Snippets + Image thumbnails = Learn Intent
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
- 5,000 10,000 15,000 20,000 25,000
ImageThumbnails
Featured Snippets
Strong positive correlation (.64) between
Featured Snippets and Image thumbnails in
the US (2019)

36. KEVIN INDIG
SERP Features / User Intent unterscheidet sich je nach Land
US
Mobile
US
Desktop
UK
Mobile
UK
Desktop
DE
Mobile
DE
Desktop
FS/image thumbnail 0.64 0.62 0.75 -0.26 0.37 0.63
FS/local pack -0.35 -0.10 0.68 -0.06 0.74 0.64
FS/image box 0.54 0.02 0.73 0.11 -0.01 0.30
Image
thumbnail/local pack 0.19 0.51 0.73 0.28 0.73 0.29
Image
thumbnail/image box 0.58 0.68 0.59 0.35 0.59 -0.08
Image box/local pack 0.02 0.38 0.37 0.14 0.37 -0.21

37. KEVIN INDIG
2019 RankRanger SERP Feature Analyse für Deutschland
1. Local Packs = wachsen
2. Featured Snippets = wachsen
3. Die Suche wird visueller
4. SERP Features/Intent variieren nach Land

38. KEVIN INDIG
1,200 domains | Mobile +
Desktop | 2018 –2019
SEMrush Traffic Analytics tool
1,200 domains | Mobile +
Desktop | 2018 –2019
SEMrush Traffic Analytics tool

39. KEVIN INDIG
SERP Features = Traffic-Diktaturen

40. KEVIN INDIG
Featured Snippets = weniger traffic (Desktop cor = -0.5, Mobile: -0.4)
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
-
2,000
4,000
6,000
8,000
10,000
12,000
2019-01-01
2019-02-01
2019-03-01
2019-04-01
2019-05-01
2019-06-01
2019-07-01
2019-08-01
2019-09-01
2019-10-01
2019-11-01
Millions
Desktop traffic compared with desktop
featured snippets in 2019
Desktop traffic Featured snippets
0%
2%
4%
6%
8%
10%
12%
14%
16%
18,000
18,500
19,000
19,500
20,000
20,500
21,000
2019-04-012019-05-012019-06-012019-07-012019-08-012019-09-012019-10-012019-11-01
Millions
Mobile traffic vs mobile Featured Snippets
04/19-11/19
Mobile traffic Featured snippets

41. KEVIN INDIG
Image Boxes sind Traffic killer (cor. -0.7)
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
-
2,000
4,000
6,000
8,000
10,000
12,000
2019-01-01
2019-02-01
2019-03-01
2019-04-01
2019-05-01
2019-06-01
2019-07-01
2019-08-01
2019-09-01
2019-10-01
2019-11-01
Millions
Desktop traffic compared with desktop
Image Boxes in 2019
Desktop traffic Image-Boxes
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
-
2,000
4,000
6,000
8,000
10,000
12,000
2019-04-012019-05-012019-06-012019-07-012019-08-012019-09-012019-10-012019-11-01
Millions
Mobile traffic vs Image Boxes 4/19 - 11/19
Desktop traffic Image boxes

42. KEVIN INDIG
Desktop wird immer irrelevanter

43. KEVIN INDIG
Desktop Traffic ist in den letzten 2 Jahren um 9% geschrumpft
-
2
4
6
8
10
12
14
2018-01-012018-02-012018-03-012018-04-012018-05-012018-06-012018-07-012018-08-012018-09-012018-10-012018-11-012018-12-012019-01-012019-02-012019-03-012019-04-012019-05-012019-06-012019-07-012019-08-012019-09-012019-10-012019-11-01
Billions
Desktop traffic of the largest industries from 01/2018 to 12/2019
Arts and Entertainment Business and Consumer Services Community and Society
Computers Electronics and Technology E commerce and Shopping Finance
Food and Drink Gambling Games
Health Heavy Industry and Engineering Hobbies and Leisure
Home and Garden Jobs and Career Law and Government
Lifestyle News and Media Pets and Animals
Reference Materials Science and Education Sports
Travel and Tourism Vehicles Adult

44. KEVIN INDIG
Mobile Traffic ist ~2x so groß wie Desktop
68% 66%
71% 72% 71% 73%
67% 64%
32% 34%
29% 28% 29% 27%
33% 36%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2019-04-01 2019-05-01 2019-06-01 2019-07-01 2019-08-01 2019-09-01 2019-10-01 2019-11-01
Relative destop vs. mobile traffic 04/19-11/19
Mobile traffic Desktop traffic

45. KEVIN INDIG
Mobile ist weitaus wichtiger als Desktop für Suchmaschinen
3,377
336
133 185
2,331
34 26
261
google.com bing.com duckduckgo.com baidu.com
Visitorsinmillions
Search Engine Desktop vs. Mobile traffic (apr-nov 2019)
Mobile Desktop

46. KEVIN INDIG
Verleger bekommen > 20x so
viel Mobile wie Desktop Traffic
Mean: +2,510%, Median: +193%
Data: Parsely

47. KEVIN INDIG
Mobile Traffic wuchs 2019 +13%, Desktop schrumpfte um -24%
Data: Parsely
0
50
100
150
200
250
300
350
1
3
5
7
9
11
13
15
17
19
21
23
25
27
29
31
33
35
37
39
41
43
45
47
49
51
Millions
Week
Search traffic by device in 2019
Data from Parse.ly
desktop mobile tablet

48. KEVIN INDIG
Discover + News sind noch extremer: 13% desktop, 79% mobile
0
5
10
15
20
25
30
35
40
45
50
1
3
5
7
9
11
13
15
17
19
21
23
25
27
29
31
33
35
37
39
41
43
45
47
49
51
Millions
Week
Non-Search traffic by device in 2019
Data from Parse.ly
desktop mobile tablet Data: Parsely

49. KEVIN INDIG
Von Search & Social zu Entertainment

50. KEVIN INDIG
Am meisten Traffic bekommt: Streaming! (Nicht was du dachtest 😉)
Desktop traffic per industry 2018 + 2019
TV Movies and Streaming
Dictionaries and Encyclopedias
Social Networks and Online Communities
No sub name
Search Engines
Marketplace
Video Games Consoles and Accessories
Programming and Developer Software
Education
Email
Health
Classifieds
Arts and Entertainment
Computers Electronics and Technology
Sports
Games
Music

51. KEVIN INDIG
Bildung + Entertainment = ⬆ , Technologie = ⬇
Arts and
Entertainment
26%
Computers
Electronics and
Technology
26%
Reference
Materials
14%
Science and
Education
3%
Traffic 2018
Arts and Entertainment
Business and Consumer Services
Community and Society
Computers Electronics and Technology
E commerce and Shopping
Finance
Food and Drink
Gambling
Games
Health
Heavy Industry and Engineering
Hobbies and Leisure
Home and Garden
Jobs and Career
Law and Government
Lifestyle
News and Media
Arts and
Entertainment
29%
Computers
Electronics and
Technology
22%
Reference
Materials
13%
Science and
Education
5%
Traffic 2019
Arts and Entertainment
Business and Consumer Services
Community and Society
Computers Electronics and Technology
E commerce and Shopping
Finance
Food and Drink
Gambling
Games
Health
Heavy Industry and Engineering
Hobbies and Leisure
Home and Garden
Jobs and Career
Law and Government
Lifestyle
News and Media

52. KEVIN INDIG
Desktop Verlierer 2018-2019 (nur > 10M monatl. Visits)
Domain Absolut Relativ
google.com -792m -57%
wikipedia.org -269m -21%
reddit.com -122m -18%
youtube.com -83m -6%
imdb.com -60m -26%
wordpress.com -54m -29%
twitter.com -49m -18%
pinterest.com -33m -28%
yahoo.com -33m -26%
facebook.com -33m -18%

53. KEVIN INDIG
Gewinner 2018-2019 (nur > 10M monatl. Visits)
Desktop Absolut Relativ
fandom.com 1,226m 2648%
naver.com 266m 80%
academia.edu 218m 115%
researchgate.net 186m 59%
quizlet.com 163m 53%
booking.com 96m 49%
netflix.com 85m 20%
microsoftonline.com 58m 88%
roblox.com 52m 17%
britannica.com 51m 58%

54. KEVIN INDIG
Traffic-stärkste Domains 2019
Domain (Desktop) Traffic (Desktop) Domain (Mobile) Traffic (Mobile)
youtube.com 23.8b wikipedia.org 15.2b
wikipedia.org 9.5b facebook.com 13.2b
google.com 3.4b youtube.com 6.8b
facebook.com 3.1b google.com 3.3b
reddit.com 2.6b twitter.com 2.8b
vk.com 1.5 instagram.com 2.4b
amazon.com 1.3 yahoo.com 2.4b
fandom.com 1.2 quora.com 2.1b
github.com 1.2 amazon.com 1.6b
microsoft.com 1.1 vk.com 1.6b

55. KEVIN INDIG
Online-Bildung findet noch auf dem Desktop statt
-
1
2
3
4
5
6
7
8
9
10
2019-04-01
2019-05-01
2019-06-01
2019-07-01
2019-08-01
2019-09-01
2019-10-01
2019-11-01
Millions
Mobile traffic of the biggest course sites
coursera.org coursehero.com chegg.com udemy.com
-
5
10
15
20
25
30
35
40
2018-01-012018-03-012018-05-012018-07-012018-09-012018-11-012019-01-012019-03-012019-05-012019-07-012019-09-012019-11-01
Millions
Desktop traffic of the biggest course sites
coursera.org coursehero.com chegg.com udemy.com

56. KEVIN INDIG
Gesundheit wird auf dem Smartphone recherchiert
81,069,520
14,692,207
389,259,411
34,727,667
mayoclinic.org (Desktop) clevelandclinic.org (Desktop) mayoclinic.org (Mobile) clevelandclinic.org (Mobile)
Organic Traffic Apr-Nov 2019

57. KEVIN INDIG
Einfache Informationen haben
keine Chance mehr

58. KEVIN INDIG
Wörterbücher und Thesauren werden ersetzt
Knowledge panels

59. KEVIN INDIG
Wikipedia: Google fährt Karuselle hoch (+58% from Sep – Oct 19)
Carousels

60. KEVIN INDIG
Wie viel Traffic kann IMDB noch bekommen?
Knowledge panels

61. KEVIN INDIG
Schlussfolgerung

62. KEVIN INDIG
Google = alles oder nichts

63. KEVIN INDIG
Organische Ergebnisse bekommen keine Aufmerksamkeit mehr

64. KEVIN INDIG
Am schlimmsten ist es in der mobilen Suche

65. KEVIN INDIG
Network effect: Traffic nutzen um mehr Traffic zu gewinnen
Traffic Revenue
Content
Links
Etc.

66. KEVIN INDIG
Google = Suchmaschine Destination

67. KEVIN INDIG
What seems increasingly troubling for Wall Street
analysts is Google. […] analysts said: “In our view,
the most concerning trend is the reduced efficiency
of SEO (search engine optimization) marketing as
Google pushes ‘free’ links’ further down the page.
In particular, Google is favoring its own ‘Hotel
Finder’ platform, along with other paid links, all of
which are capturing more real estate on page one
of the search results.

68. KEVIN INDIG
TripAdvisor is facing
aggressive competition
from Google. CEO Steve
Kaufer said the search
giant's pushing its own
hotel products in search
results has become
TripAdvisor's "most
significant challenge,"
siphoning off quality
traffic.

69. KEVIN INDIG

70. KEVIN INDIG

71. KEVIN INDIG
Google ist jetzt ein Sportmagazin

72. KEVIN INDIG
Die mobile experience ist noch schlimmer – für Websites

73. KEVIN INDIG
Sportligen verlieren massiv an Traffic (kein Wunder)
-12%
-27%
-11%
9%
-30% -20% -10% 0% 10% 20%
nhl.com
nfl.com
nba.com
premierleague.com
Desktop traffic of major sports leagues 2018
vs 2019
-
1
2
3
4
5
6
7
8
9
10
2019-04-01
2019-05-01
2019-06-01
2019-07-01
2019-08-01
2019-09-01
2019-10-01
2019-11-01
Millions
Mobile traffic of premier sports leagues Apri -
Nov 2019
nhl.com nfl.com nba.com premierleague.com

74. KEVIN INDIG
SERP Maze = aus einigen SERPs kommst du nicht mehr raus

75. KEVIN INDIG
Der Konkurrent ist nur einen Swipe entfernt

76. KEVIN INDIG
Cameos machen die SERPS zu Destinationen für Leute

77. KEVIN INDIG
“Movies”
Tickets kaufen

78. KEVIN INDIG
“what to watch”
Inspiration finden

79. KEVIN INDIG
“what to watch”
+ Bewertungen
+ Wo schauen

80. KEVIN INDIG

81. KEVIN INDIG

82. KEVIN INDIG

83. KEVIN INDIG

84. KEVIN INDIG

85. KEVIN INDIG
“what to make for
breakfast”
Rezepte

86. KEVIN INDIG
Keine Seite mehr nötig

87. KEVIN INDIG Hannaford

88. KEVIN INDIG
Google rankt sogar #1 for “SEO” 🤦

89. KEVIN INDIG
Was können wir
tun?

90. KEVIN INDIG
Bau dir eine Brand

91. KEVIN INDIG
Booking: +49% Desktop Traffic 2018 vs. 2019
-
5
10
15
20
25
30
35
40
45
50
2018-01-012018-02-012018-03-012018-04-012018-05-012018-06-012018-07-012018-08-012018-09-012018-10-012018-11-012018-12-012019-01-012019-02-012019-03-012019-04-012019-05-012019-06-012019-07-012019-08-012019-09-012019-10-012019-11-01
Millions
Booking.com desktop traffic
booking.com

92. KEVIN INDIG
Booking: >55% Direct Traffic

93. KEVIN INDIG
Spiel das Spiel, bau eine Brand, opt out
Online travel giant Booking Holdings spent
upwards of $1 billion on Google ads in the
past quarter […]
[…] it represents a declining percentage of
revenue — 31% down from 32.3%.
https://www.cnbc.com/2018/11/05/travel-giant-booking-spent-1-billion-on-google-ads-in-the-quarter.html
Spending on brand
marketing, which includes
TV ads, online video and
online display ads as well
as sponsorships and trade
shows, surged 41% in the
second quarter to $175
million, climbing to 4.5% of
revenue from 3.5% a year
ago.

94. KEVIN INDIG
Halte deine User fest: Email, native app, web app

95. KEVIN INDIG
Mobile = Source of Truth

96. KEVIN INDIG
Selbst Brand Keywords haben massive CTR Differenzen auf
Desktop vs. Mobile
21.3% 7.1%

97. KEVIN INDIG
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G2 traffic by device
Organic Desktop Traffic Organic Mobile Traffic Organic Traffic
Kommen Traffic-Schwankungen von Mobile oder Desktop?

98. KEVIN INDIG
Be Discovered

99. KEVIN INDIG
Discover = push
Search = pull

100. KEVIN INDIG
Conde Nast: Discover bringt mehr Traffic als org. Suche
“Google Discover drove more traffic to Vogue’s
international editions than Google Search did”
(Sarah Marshall, VP digital Conde Nast)
“Up to 20% of U.S. sites’ Google traffic come from
Discover over the past few months”
(John Shehata, head of search Conde Nast)
https://digiday.com/media/publishers-see-mobile-traffic-spikes-google-discover/

101. KEVIN INDIG
Discover: durchschn. CTR +13%, (+8% mehr als
normale org. Suche)
Quelle: Merkle Studie von 6,500 URLs, 58 Domains

102. KEVIN INDIG
Discover: durchschn. CTR +13%, (+8% mehr als
normale org. Suche)
News-Seiten: 31% Marktanteil, 99% Clicks
Quelle: Merkle Studie von 6,500 URLs, 58 Domains

103. KEVIN INDIG
Discover: durchschn. CTR +13%, (+8% mehr als
normale org. Suche)
News-Seiten: 31% Marktanteil, 99% Clicks
Haltbarkeit: 3-5 Tage
Quelle: Merkle Studie von 6,500 URLs, 58 Domains

104. KEVIN INDIG
Discover: durchschn. CTR +13%, (+8% mehr als
normale org. Suche)
News-Seiten: 31% Marktanteil, 99% Clicks
Haltbarkeit: 3-5 Tage
Braucht frischen Content, große & qualitative Bilder
Quelle: Merkle Studie von 6,500 URLs, 58 Domains

105. KEVIN INDIG
Discover: durchschn. CTR +13%, (+8% mehr als
normale org. Suche)
News-Seiten: 31% Marktanteil, 99% Clicks
Haltbarkeit: 3-5 Tage
Braucht frischen Content, große & qualitative Bilder
Keine Korrelationen mit Backlinks oder Social
Shares
Quelle: Merkle Studie von 6,500 URLs, 58 Domains

106. KEVIN INDIG
Vergleiche Discover mit organischem Traffic

107. KEVIN INDIG
Discover kann mehr Traffic als normaler Suchtraffic bringen

108. KEVIN INDIG
Bessere KPIs,
bessere Themen

109. KEVIN INDIG
Share of Voice für bessere Prognosen

110. KEVIN INDIG
Share of Voice für bessere Prognosen
KW CTR x KW SV
Kategorie SV
= KW SoV1.
2.
Durchschnitt
KW SoV KW SoV KW SoV KW SoV

111. KEVIN INDIG
Gehe all-in auf SERP
Features

112. KEVIN INDIG
Schreib’ für
PAAs
alsoasked.com

113. KEVIN INDIG
Benutze die “Pyramid Tactic” für Featured Snippets
Answer
Context
Background
https://moz.com/blog/writing-content-for-featured-snippets

114. KEVIN INDIG
Nutze Q&A Schema, aber erwarte nicht zu viel…

115. KEVIN INDIG
… denn Google’s eigenes Beispiel wurde durch ein FS ersetzt

116. KEVIN INDIG
Investiere in qualitative, einzigartige Bilder

117. KEVIN INDIG
Sammel, nutze, und beantworte Bewertungen

118. KEVIN INDIG
Strukturiere deinen Content um Entitäten (entityexplorer.com)

119. KEVIN INDIG
Be seen, be heard

120. KEVIN INDIG
Video + Audio = Abkürzungen, so wie damals Bilder

121. KEVIN INDIG
Auf lange Sicht ersetzen Videos Featured Snippets

122. KEVIN INDIG
Spotify selbst wird indexiert…

123. KEVIN INDIG
… trotz minimalem Content
open.spotify.com/episode/

124. KEVIN INDIG
Vergiss Google Podcasts nicht!

125. KEVIN INDIG
Crawling ist
ineffizient

126. KEVIN INDIG
Das Web wächst zu rasant um es effizient zu crawlen
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Trillions
(Unique) URLs indexed by Google

127. KEVIN INDIG
In 2019 sahen wir erstmals Indexing-Probleme (2x)

128. KEVIN INDIG
Die Zukunft gehört Indexing APIs
https://developers.google.com/search/apis/indexing-api/v3/quickstart
https://www.bing.com/webmaste
r/help/submit-urls-to-bing-
62f2860a

129. KEVIN INDIG
Nicht aufgeben

130. KEVIN INDIG
SEO ist immer noch der größte und günstigste Kanal
https://www.parse.ly/resources/data-studies/referrer-dashboard

131. KEVIN INDIG Quelle: Alexa Internet, https://try.alexa.com/resources/website-traffic-sources

132. KEVIN INDIG
You can’t win a game if you
don’t know how it’s played

133. KEVIN INDIG
You can’t win a game if you
don’t know how it’s played
NOW YOU KNOW

134. KEVIN INDIG
Vielen Dank 🙏
@Kevin_Indig
www.kevin-indig.com
Tech Bound