1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Moz, Mozcon, & SEO in 2016
The latest updates from Moz, what to expect at Mozcon, & some amazing
data about what’s happening in the world of search.
10. #6a: SEO Continues to Dominate Other Forms
of Web Marketing in Search Interest
Via
GGTrends
11. #6b: But Job Postings Show the Inverse
Via Indeed Trends
12. #7a: RankBrain + Hummingbird Are Changing
How Content Can Rank
Google’s been
“smart” like this
for a while, and
keeps improving
13. #7b: More Content Can Rank for a Variety of
Queries Than Ever Before
These 4 queries, and dozens
more with the same searcher
intent now return nearly
identical results
14. #8a: SEO is a Highly In-Demand Practice
More highly ranked in
2015 than ever before
Via LinkedIn
15. #8b: It Remains More of a Skill than a Title
10X more LinkedIn profiles
with SEO as a skill than
SEO in the job title
22. Distribution of Clicks on Paid Results
1.19% of
Google.com US
Searches result
in an ad click
23. Distribution of Clicks on Organic Results
~51% of all the clicks
that happen on
Google.com US search
results go to organic,
non-Google results
24. Distribution of Clicks on Organic Results
But 49% of clicks go
to Google properties
of one kind or another
(Maps, YouTube, Ads,
etc)
25. Lots of No-Click Searches in 2016
~40% of searches
result in no clicks
at all
For weather
queries like this,
it’s ~75%
26. Search Suggest May Be Biasing
~25% of desktop queries come through
Chrome Instant, and many of those that load
result in no clicks (as searchers are still
typing/refining/choosing)
27. Top Sites Receiving Google Search Traffic:
1) youtube.com
2) wikipedia.org
3) facebook.com
4) amazon.com
5) stackoverflow.com
6) pinterest.com
7) reddit.com
8) ebay.com
9) zillow.com
10) imdb.com
11) linkedin.com
12) yelp.com
13) xvideos.com
14) quora.com
15) tripadvisor.com
16) walmart.com
17) answers.yahoo.com
18) pornhub.com
19) nih.nlm.ncbi.gov
20) netflix.com
Together, these
20 sites account
for 22.8% of all
Google search
traffic referrals
28. Google Search Referral Traffic Distribution
Top 20 Websites 22.8%
Top 100 Websites 30.59%
Top 1,000 Websites 45.58%
Top 10,000 Websites 62.66%
29. Facebook’s Referral Traffic Distribution is Even
More Biased to the Top
Top 20 Websites 16.39%
Top 100 Websites 30.97%
Top 1,000 Websites 59.4%
Top 10,000 Websites 81.0%
30. Russ Jones is Writing a Post on Moz with Lots
More Details About Searcher Behavior
Right, Russ?
31. This Data Lets Us Be Vastly More Accurate
with CTR Estimation & KW Volume Scores
Clickstream data can be modeled
against AdWords impressions to build
more accurate volume ranges
And lets us analyze a SERP’s
features to predict the CTR
Opportunity of the organic results.