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Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
B2B SEO in 2017
Search trends, opportunities, & tactics to succeed
Slides online at
bit.ly/b2bseo17
Search Trends
Where Do People Search?
Breakdown of Searches
on Major Web Properties
(October 2016)
Breakdown of Searches
on Major Web Properties
(May 2017)
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
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%
Google CTR Breakdown
Relatively flat excluding seasonality = SEO not
being cannibalized by Google’s own results
What Are the Web’s Top Traffic
Referrers?
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%
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
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 
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)
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
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
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
Search Queries & Clicks
B2B SEO in 2017
Google SearchActivity
The average searcher does ~3.4 queries per
day on their desktop and mobile (each).
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
CTR on Google Mobile vs. Desktop
There may be more traffic opportunity from
desktop STILL due to higher CTR Source
SEO Opportunities
The Ever-Expanding Landscape of
Search Results
18 Unique Types of SERPs that
Show Up in 0.5%+ of Google’s
Results
One of my favorites: the “disaster type” answer
In our data, only ~3% of
SERPs contain exclusively
“ten blue links” results
SERPs like
these are far
more common
These types of
results can
dramatically reduce
organic CTR (in
this case, Moz
estimates only
~24% organic
CTR)
Infuriatingly, Google’s
restricted who can appear in
certain types of listings (e.g.
video is now YouTube or
Vimeo only)
And on mobile, even more
kinds of searches are limited
to particular networks
(Google Play & iPhone App
Store).
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:
But some answers really do
remove traffic (estimates of
50%+ traffic loss to web
results after SERP changes
like these)
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
Consider Click-Through-Rate When
Choosing Keywords
But, the organic results here
are likely getting 100% of
the clicks
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)
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…
You can make these estimates yourself when evaluating
keywords for SEO effort:
Or you can use a tool like Keyword Explorer to get the
CTR Opportunity scores
100% CTR
Opportunity
60% CTR
Opportunity
How Google Ranks Pages
8 BroadAreas of Google’s RankingAlgorithm
(forclassic,ten-blue-linksstyleresults):
Links
Quality of Host
Domain
Query
Satisfaction
User
Experience
Personalization
Technical &
Crawl
KeywordsContent
Does the text match what Google’s MLsystems
calculate to be relevant, high-quality, & a match for
the searcher’s intent?
Content
Editorially-given, anchor-text-rich, followed links
from high quality sources still matter to Google
(esp. in competitive results)
Links
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
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”
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
Google wants to see sites provide an easy-to-use,
intuitive experience on every device, at every
speed, without impediment.
User
Experience
Speed & accessibility to crawlers still matters, and
Google still doesn’t handle non-text, or non-HTML-
link accessible pages well.
Technical &
Crawl
The geography, device, search history, and timing
of a searcher’s query can all change Google’s
results significantly.
Personalization
More Ways to Rank
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
More on How to Become theAnswer:
Via Dr. Pete (and more Dr. Pete)
Local & Maps Results Have
Different Ranking Factors
“Local Pack” Results
Geo-biased Web Results
Via Local Rankings Factors 2017
These Factors Govern
YourAbility to Rank for
Geo-biased Queries (~20%
of searches)
Images, YouTube, & Top Stories
How to Rank in Google
Images
YouTube
SEO Guide
How Google Ranks
Top Stories
6 Tactics for B2B SEO
#1: Low KW Demand?
Rank Twice!
Smartsheet produced two
separate resources to serve
two unique intents
Project *plan*
Project *management*
#2: Rank for the Queries BEFORE the Query
Before they search for this… They search for this:
#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
#4: Offer Your “Lead
Capture” Content
Without Barriers…
A)forthefirstweek
B)forvisitorsfrom
socialreferrers
C)forthefirst30%of
thecontent
#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
#6: Plan 6+ Months of Investment
w/ Little to No ROI
Your first few months will
probably look like this.
SEO takes time & has a steep
learning curve, but it pays off.
SEO brings in the highest LTV customers of
any channel, with the lowest CAC
And it scales like nothing else 
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Bit.ly/b2bseo17

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