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B2B SEO in 2017

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Rand's presentation from the Marketing Loves Sales conference in Portland, Oregon, covering the landscape of search, and tactical tips for B2B practitioners of SEO.

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B2B SEO in 2017

  1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com B2B SEO in 2017 Search trends, opportunities, & tactics to succeed
  2. Slides online at bit.ly/b2bseo17
  3. Search Trends
  4. Where Do People Search?
  5. Breakdown of Searches on Major Web Properties (October 2016)
  6. Breakdown of Searches on Major Web Properties (May 2017)
  7. 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
  8. 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
  9. 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
  10. 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
  11. Google’s Growth So far, 2017 is trending ~10-15% higher than 2016, not including voice or Apple devices
  12. Total Searchers vs.Active Searchers United States Canada United Kingdom Average Searches/Month %ofSearchersw/10+ Searches/Month 103-119 120-139 120-135 ~39% ~40% ~41%
  13. Google CTR Breakdown Relatively flat excluding seasonality = SEO not being cannibalized by Google’s own results
  14. What Are the Web’s Top Traffic Referrers?
  15. 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%
  16. 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
  17. 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 
  18. 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% NotAll Referrers Send Traffic Equally (data below from May 2017)
  19. 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% NotAll Referrers Send Traffic Equally (data below from May 2017) Google distributes traffic pretty evenly
  20. 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% NotAll Referrers Send Traffic Equally (data below from May 2017) Facebook is strongly biased to the top
  21. 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% NotAll Referrers Send Traffic Equally (data below from May 2017) Reddit & YouTube even more so
  22. Search Queries & Clicks
  23. Google SearchActivity The average searcher does ~3.4 queries per day on their desktop and mobile (each).
  24. Mobile CTR 2.0% on Paid 40.9% on Organic 57.1% Don’t Click
  25. 2.8% on Paid Desktop CTR 62.2% on Organic 35% Don’t Click
  26. CTR on Google Mobile vs. Desktop There may be more traffic opportunity from desktop STILL due to higher CTR Source
  27. SEO Opportunities
  28. The Ever-Expanding Landscape of Search Results
  29. 18 Unique Types of SERPs that Show Up in 0.5%+ of Google’s Results One of my favorites: the “disaster type” answer
  30. In our data, only ~3% of SERPs contain exclusively “ten blue links” results
  31. SERPs like these are far more common
  32. These types of results can dramatically reduce organic CTR (in this case, Moz estimates only ~24% organic CTR)
  33. Infuriatingly, Google’s restricted who can appear in certain types of listings (e.g. video is now YouTube or Vimeo only)
  34. And on mobile, even more kinds of searches are limited to particular networks (Google Play & iPhone App Store).
  35. We expected answers like these would siphon away traffic from our site… In reality, we got more! Featured Snippets are one of the most powerful forms of this:
  36. But some answers really do remove traffic (estimates of 50%+ traffic loss to web results after SERP changes like these)
  37. Consider Click-Through-Rate When Choosing Keywords (and SERP types to target) The organic results on this page probably get only ~60% of the clicks from searchers
  38. Consider Click-Through-Rate When Choosing Keywords But, the organic results here are likely getting 100% of the clicks
  39. Analyze Which Types of SERPsAppear Most in the Keywords You CareAbout These show me how many of each SERP type appears in the results for this keyword list (via KWE)
  40. Then Determine What Verticals & SERPTypes You Need to Optimize For It might pay to generate some visual charts in addition to a text- only version…
  41. You can make these estimates yourself when evaluating keywords for SEO effort:
  42. Or you can use a tool like Keyword Explorer to get the CTR Opportunity scores 100% CTR Opportunity 60% CTR Opportunity
  43. How Google Ranks Pages
  44. 8 BroadAreas of Google’s RankingAlgorithm (forclassic,ten-blue-linksstyleresults): Links Quality of Host Domain Query Satisfaction User Experience Personalization Technical & Crawl KeywordsContent
  45. Does the text match what Google’s MLsystems calculate to be relevant, high-quality, & a match for the searcher’s intent? Content
  46. Editorially-given, anchor-text-rich, followed links from high quality sources still matter to Google (esp. in competitive results) Links
  47. If Google sees high rates of pogo-sticking or other signals that your page/site isn’t solving search queries, they’ll likely rank you lower Query Satisfaction Via WB Friday
  48. Using the searcher’s keywords intelligently on your page still matters for rankings (and for CTR in the results) Keywords Ring failed to rank until they changed their page title to include “video doorbell”
  49. Domains accrue signals of quality & value. Powerful domains may give the pages they host a boost in ranking ability. Quality of Host Domain Via OSE
  50. Google wants to see sites provide an easy-to-use, intuitive experience on every device, at every speed, without impediment. User Experience
  51. Speed & accessibility to crawlers still matters, and Google still doesn’t handle non-text, or non-HTML- link accessible pages well. Technical & Crawl
  52. The geography, device, search history, and timing of a searcher’s query can all change Google’s results significantly. Personalization
  53. More Ways to Rank
  54. It’s Possible to Use SEO to Get Into Featured Snippets (and earn big CTR boosts) They beat out Wikipedia by phrasing the content to match the *answer* Google wanted for this search query
  55. More on How to Become theAnswer: Via Dr. Pete (and more Dr. Pete)
  56. Local & Maps Results Have Different Ranking Factors “Local Pack” Results Geo-biased Web Results
  57. Via Local Rankings Factors 2017 These Factors Govern YourAbility to Rank for Geo-biased Queries (~20% of searches)
  58. Images, YouTube, & Top Stories How to Rank in Google Images YouTube SEO Guide How Google Ranks Top Stories
  59. 6 Tactics for B2B SEO
  60. #1: Low KW Demand? Rank Twice! Smartsheet produced two separate resources to serve two unique intents Project *plan* Project *management*
  61. #2: Rank for the Queries BEFORE the Query Before they search for this… They search for this:
  62. #3: Publish on Platforms that Easily Rank Quora, Slideshare, and LinkedIn not only make it easy to publish, but rank well even without lots of links
  63. #4: Offer Your “Lead Capture” Content Without Barriers… A)forthefirstweek B)forvisitorsfrom socialreferrers C)forthefirst30%of thecontent
  64. #5: Need Links? Get Proven Contributors Buzzsumo lets you ID powerful authors & sources. You can then recruit them to your platform for high- propensity links
  65. #6: Plan 6+ Months of Investment w/ Little to No ROI Your first few months will probably look like this.
  66. SEO takes time & has a steep learning curve, but it pays off.
  67. SEO brings in the highest LTV customers of any channel, with the lowest CAC
  68. And it scales like nothing else 
  69. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Bit.ly/b2bseo17

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