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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, sear...
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...
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% 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% 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% 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% 1...
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%
...
GoogleCore
Oct2016 May2017
GoogleImages
Yahoo
Bing
GoogleMaps
Amazon
Facebook
Gained/Lost
58.9%
27.7%
2.6%
2.3%
2.2%
1.9%
...
GoogleCore
Oct2016 May2017
GoogleImages
Yahoo
Bing
GoogleMaps
Amazon
Facebook
Gained/Lost
58.9%
27.7%
2.6%
2.3%
2.2%
1.9%
...
GoogleCore
Oct2016 May2017
GoogleImages
Yahoo
Bing
GoogleMaps
Amazon
Facebook
Gained/Lost
58.9%
27.7%
2.6%
2.3%
2.2%
1.9%
...
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
Knowled...
Books
RelatedSearches
Tweets
SearchSuggest
Sitelinks
SectionSitelinks
In-DepthArticles
Carousels/ListResults
Writeabook,us...
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!”
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,Spe...
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
Satisfac...
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
Q...
Usingthesearcher’skeywordsintelligentlyonyourpagestill
mattersforrankings(andforCTRintheresults)Keywords
Ring failed to ra...
Domainsaccruesignalsofquality&value.Powerfuldomains
maygivethepagestheyhostaboostinrankingability.Quality of Host
Domain
V...
Googlewantstoseesitesprovideaneasy-to-use,intuitive
experienceoneverydevice,ateveryspeed,without
impediment.
User
Experien...
Speed&accessibilitytocrawlersstillmatters,andGooglestill
doesn’thandlenon-text,ornon-HTML-linkaccessiblepages
well.
Techni...
Thegeography,device,searchhistory,andtimingofa
searcher’squerycanallchangeGoogle’sresultssignificantly.Personalization
Ranking inGooglein2018:
Solvethesearcher’staskbetterthananyoneelseonpage1
Technicalaccessibility(don’thamperthebots!)
Inte...
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Thank You!
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SEO in 2017/18

  1. 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
  2. Bit.ly/seoin2018
  3. MaybeYouSawThis GraphicandThought… “Whoa.Searchis Dying!”
  4. Yeah… It’sverymisleading.
  5. Here’s Real Data on who sends how much traffic on the web.
  6. 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%
  7. 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)
  8. 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
  9. 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
  10. 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
  11. Mobile CTR 2.0% on Paid 40.9% on Organic 57.1% Don’t Click
  12. 2.8% on Paid Desktop CTR 62.2% on Organic 35% Don’t Click
  13. CTRonGoogle Mobile vs.Desktop There may be more traffic opportunity from desktop STILL due to higher CTR Source
  14. Some Remarkable Stats On Searcher Behavior…
  15. WhereDoPeople Search?
  16. BreakdownofSearcheson MajorWebProperties (May2017)
  17. 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
  18. 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
  19. 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
  20. 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
  21. Google’s Growth So far, 2017 is trending ~10-15% higher than 2016, not including voice or Apple devices
  22. Google CTRBreakdown Relatively flat excluding seasonality = SEO not being cannibalized by Google’s own results
  23. The move from SERP ranking to SERP Features
  24. SERPFeaturesAre Near-Universal
  25. SERPFeatures Massively Impact CTR
  26. ManyFeatures RemoveSEO Opportunity
  27. But, in2017,There’sAlso More Feature Opportunity ThanEver Before You can do SEO to show up here And here
  28. And here
  29. Here And here Here too Also here Yup!
  30. 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
  31. 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
  32. The move from results to answers.
  33. ManyQueriesGet NoClicksatAll According to our clickstream data, <25% of searchers will click from a result like this.
  34. Thisissocommon that, accordingtoourdata, 49%of searches results in0clicks!
  35. WhySacrificeAd $$for Answers? These are high CPC ads, with high ROI Why is Google hurting ad CTR w/ these answers?!
  36. Google’s willing to lose a lot of short-term revenue in exchange for addictive search behavior
  37. Answers MoreSearches The addiction of search is powerful, i.e. “Google always knows just what I mean!”
  38. AdsCanBeAnswersToo…
  39. InOrganic, FeaturedSnippetsAre Google’sPrimary “Bethe Answer” Bet.
  40. TheseSnippetsAlsoPower VoiceSearch
  41. Extracted, Card-StyleAnswers areAlso ontheRise
  42. More on How to Become theAnswer: Via Dr. Pete (and more Dr. Pete)
  43. The move from expressed to implied intent.
  44. Past: QueryTerms Determined Results
  45. Today:GoogleKnowsWhatYou WantBetterThan(&Before) You Do
  46. Elements WeBelieveGoogleUsesinPredictive Intent: Location&PriorBehaviorofUsersinThatLocation DeviceAttributes:Type,O/S,Speed,InstalledApps,etc Search,App,&BrowserHistory GmailBehavior(&possiblyallkeyboardbehavior) TemporalElements&Time-BasedPatterns
  47. DifferentDevices/People;DifferentResults Seattle,WA Northampton,MA
  48. It’s NotJustSearch Suggestions; It’s RankingsToo
  49. InSanDiego, comicsrule:
  50. I stumbled across an article mentioning this resort in Japan early in my trip-planning research
  51. By searching for & clicking the site in Google, I biased the engine to show me more results from that domain in the future.
  52. By the time I reached evaluation stage, it was too late to convince me to stay anywhere else…
  53. If GoogleBecomesaSuggestion Engine,Marketers WillBe Left WithTwoChoices: Capture attention here Or compete, unaided, here
  54. But Rand, How Do I Rank My Site in Google?
  55. 8BroadAreasofGoogle’sRankingAlgorithm (forclassic,ten-blue-linksstyleresults): Links Quality of Host Domain Query Satisfaction User Experience Personalization Technical & Crawl KeywordsContent
  56. DoesthetextmatchwhatGoogle’sMLsystemscalculatetobe relevant,high-quality,&amatchforthesearcher’sintent?Content
  57. Editorially-given,anchor-text-rich,followedlinksfromhigh qualitysourcesstillmattertoGoogle(esp.incompetitiveresults)Links
  58. IfGoogleseeshighratesofpogo-stickingorothersignalsthat yourpage/siteisn’tsolvingsearchqueries,they’lllikelyrankyou lower Query Satisfaction Via WB Friday
  59. Usingthesearcher’skeywordsintelligentlyonyourpagestill mattersforrankings(andforCTRintheresults)Keywords Ring failed to rank until they changed their page title to include “video doorbell”
  60. Domainsaccruesignalsofquality&value.Powerfuldomains maygivethepagestheyhostaboostinrankingability.Quality of Host Domain Via OSE
  61. Googlewantstoseesitesprovideaneasy-to-use,intuitive experienceoneverydevice,ateveryspeed,without impediment. User Experience
  62. Speed&accessibilitytocrawlersstillmatters,andGooglestill doesn’thandlenon-text,ornon-HTML-linkaccessiblepages well. Technical & Crawl
  63. Thegeography,device,searchhistory,andtimingofa searcher’squerycanallchangeGoogle’sresultssignificantly.Personalization
  64. Ranking inGooglein2018: Solvethesearcher’staskbetterthananyoneelseonpage1 Technicalaccessibility(don’thamperthebots!) Intelligentkeyword&relevanttopicuseincontent Loadfastandresponsiveoneverydeviceateveryspeed Earnmore+bettereditoriallinksthanyourcompetition Keywordresearch(talktosearchersthewaytheysearch) TargettherightSERPfeaturesintherightqueries
  65. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Thank You!
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Rand's presentation from Web Summit Lisbon 2017 covering how the SEO world has evolved and what's needed to rank and succeed in Google.

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