SlideShare une entreprise Scribd logo
1  sur  102
Télécharger pour lire hors ligne
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
2016’s Seven Biggest SEO Trends
And How Marketers Should React
Slides online at
bit.ly/7bigseo
Google’s Still Growing, But
Others Are, Too#7
Via SimilarWeb
Via GS.Statcounter
Don’t believe Comscore’s 65% Google share.
Google’s 85%+ of the North American search
market.
Via GS.Statcounter
Facebook’s on a tear,
too.
via Reuters Institute
US Daily Video Views
(Note: Facebook counts views @ 3s, YouTube @ 30 s)
Via Cohlab
YouTube is the World’s 2nd Largest Search Engine
Via DuckDuckGo
And DuckDuckGo Continues its Rapid Growth
Via Search Engine Land
Amazon vs. Web Search
How Marketers
Can React…
Don’t Ignore Search Channels Just
Because They’re Not Google
See Where Your Competition Gets Their Traffic:
Via SimilarWeb Pro
These are the sites
that sent traffic to
WarbyParker.com in
March, 2016
Apply different tactics
to reach audiences on
different sites
Amazon’s ranking
factors can be
found here.
Conversion rate
plays a big role.
Consider Content for Multiple Engines
Moz first puts videos up on our site, then later uploads
to YouTube to benefit from both classic SEO and video
Google’s Still the
800lb Gorilla
More on how
Google ranks
pages & sites
here.
Google Now Works to
Answer Simple Queries
Directly Rather than Make
Users Click
#6
The 7 Biggest Trends in SEO: 2016
Google’s minimized
the desktop search
experience to make
it more closely align
with the mobile
experience.
And they’re putting
more and more
“answers” atop the
results to remove
the need to click a
3rd-party site for
information
We expected
answers like these
would siphon away
traffic from our
site… In reality, we
got more!
But some answers really
do remove traffic
(estimates of 50%+
traffic loss to web
results after SERP
How Marketers
Can React…
Consider Click-Through-Rate When
Choosing Keywords
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
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
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)
Keyword Data is More
Obfuscated, Less Reliable, &
Less Accessible
#5
The Classic Source of Volume Data is GoogleAdWords,
and there’s a Lot of Weirdness There
These numbers actually
represent ranges, even
though they show as
estimated averages
Russ Jones showed how Google’s
volume ranges work in his post
about Keyword Planner’s Dirty
Secrets.
Google Trends (which we’ve
found to be generally more
accurate) tells a different
story?!
AdWords is Now Conflating Volume of Related Keywords in
Frustrating Ways
Via Bill Slawski on Go Fish Digital
Keyword Suggestions inAdWords Hide a Lot of Useful,
High-Volume Queries
Really Keyword
Planner?
Really?!
It sure looks like
Google knows about
some closely related
keywords that have
search volume!
How Marketers
Can React…
Don’t Use Google’s Volume Numbers asAbsolutes,
Only as Relative Comparisons
There are probably
more people searching
for “champagne flutes”
than “toasting flutes”,
but 12,100 and 1,900
almost certainly aren’t
the real quantities.
Google Trends is Good for Volume Comparison
“Champagne flutes” is
likely ~5-10X the
volume of “toasting
flutes”
KW Explorer Uses Clickstream Data and Volume Ranges
that May Give GreaterAccuracy
In our tests, these ranges
contained the true search
volume 95% of the time.
Want the Best DataAbout Volume, Conversions,
and Trends?
You’ll need to buy the
keywords and measure
directly in AdWords.
Don’t Rely Exclusively on KW Planner for Keyword
Suggestions/Ideas
Search Suggest and
Related Searches are smart
additions (and totally free)
7 Kinds of KW Research Expansions to Try:
1) Search
Suggest
2) People Also Search
For…
3) Similar Pages Rank
For…
4) Semantically Connected
Terms
5) Topically-Related Searches
6) Questions Containing these KWs
7) AdWords (Commercial)
Tools that Have These Discovery Options:
1
)
2
)
3
)
4
)
5
)
6
)
(Free & Paid) SEMRush
(Free & Paid) KeywordTool.io
7
)
(Paid) SimilarWeb
(Free & Paid) Moz KW Explorer
(Free) Ubersuggest
(Free) Answer The Public
Twitter Has Replaced
Google+ as Google’s Primary
Social Result
#4
Only a few elements
of Google+ remain
for logged-in
searchers
Twitter (like Justin Trudeau)
Has Taken Over
Twitter dominates many
real-time results in
Google Mobile as well
(often even more so
than in desktop)
According to Mozcast, Twitter shows up in
~6.5% of Google searches, up from 5.9% in
April 2016.
How Marketers
Can React…
PayAttention to How Twitter Influences
the SERPs You CareAbout
Hashtags
PayAttention to How Twitter Influences
the SERPs You CareAbout
Brand Names
PayAttention to How Twitter Influences
the SERPs You CareAbout
News Events
Engagement and Recency Govern Google’s Display
of Tweets, So Use Them!
Personalized
Trends
Localized Trends
via Trendsmap
Bio Search Can Help ID the Influencers in a Given
Niche or Topic
Data Via Followerwonk
(LittleBird is also a great tool for
this)
But, if You Have a G+ Following
ofAny Kind, Keep Sharing There
(it only takes a minute, and
still provides some benefits)
If You Haven’tAlready Invested in Google+, It’s
Probably Not Worthwhile to Start Now
Via Stone Temple
ThereAre More Non-
Traditional Ways to Get Into
Google’s Results Than Ever
Before
#3
18 Unique Types of SERPs that
Show Up in 0.5%+ of Google’s
Results
One of my favorites: the “disaster type”
In our data, only ~3%
of results are the
“classic ten blue links”
kind
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
And on mobile, even
more kinds of searches
are limited to particular
networks (Google Play &
iPhone App Store).
How Marketers
Can React…
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
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…
If certain searches are impossible to target…
Aim to Influence Search
Suggest
More on Whiteboard Friday
Be On the Right Platform For Your SERPs:
Videos:
E-Commerce:
Podcasts:
Local Businesses:
News:
Apps:
YouTube Vimeo Facebook
G Shopping Amazon eBay Etsy
G
Play
iTunes
G
Maps
SoundcloudLibsyn
Apple Maps Bing Maps
G News
iTunes G
Matching Searcher Intent >
Matching Searcher Keywords
#2
Google’s Become Masterful at
Understanding a Searcher’s Intent
The 7 Biggest Trends in SEO: 2016
The 7 Biggest Trends in SEO: 2016
Keyword Matching is No Longer a Competitive
Advantage
Via Backlinko
On-Page SEO is No Longer
Satisfied by Raw Keyword Use
Either
These keywords are nearly
as important to use on a
page targeting the query as
the query keywords
themselves
How Marketers
Can React…
It’s Still Wise to Use
Keywords
Matching Your Content to What SearchersAre
Seeking is Critical, Too
Trulia knows searchers want
home prices, by
neighborhood, with trend
data, zipcode filters, and a
zoomable map.
Use of related topics to indicate the content’s
relevance
Serving KWs w/ matching intent together on one page
Thorough answers/solutions to the searcher’s query
Unique value over what other sites in the SERPs
Intelligent keyword use in page title, meta
description, URL, and top few paragraphs (just as
before)
On-Page SEO in 2016 Requires
More in this Whiteboard Friday Video
Machine Learning &
Engagement Are Google’s
Future#1
RankBrain is Only the Most
Obvious of Google’s ML-
Based Ranking Elements
Via Gianluca Fiorelli on Moz
Rankbrain helps
Google know that
results like these
are relevant to
searches like this
And that all of these
queries probably share
intent and should bring
back similar kinds of
Google Uses User, Usage, & Engagement
Data to Determine How to Rank Content
I hate bullet
points, but
this slide from
Google Search
Engineer Paul
Haahr, shows
how clicks are
used to grade
performance
Via How Google Works on Slideshare
This is a good SERP –
searchers rarely bounce, rarely
short-click, and rarely need to
enter other queries or go to
page 2.
This is a bad SERP –
searchers bounce often,
click other results, rarely
long-click, and try other
queries. They’re definitely
not happy.
Someday,Algorithms Built by Machines Will Outperform
those Hand-Selected by Engineers
Potential Ranking
Factors
(e.g. PageRank, TF*IDF,
Topic Modeling, QDF, Clicks,
Entity Association, etc.)
Training Data
(i.e. good search results)
Learning
Process
Best Fit
Algo
Google Leverages Machine Learning Despite Not
Knowing for Sure What It Uses:
Via SERoundtable
We may soon
hear that
algorithmic
elements are no
longer applied
universally.
Rather than one
algorithm, we get
thousands or
millions of them.
Google’s PublicAbout
Their Commitment to ML
Techniques… Won’t Be
Long Now.
Via BackChannel
How Marketers
Can React…
Focus on Signal:Noise Ratio – Don’t Let Bad Pages
Drag Down a Good Site
Quantity of Pages
Earning SERP Visits
Relative Time on Site,
Bounce Rate, Pgs/Visit,
Searcher Satisfaction
Site’s Search
Engagement
Reputation
=
These don’t look so good;
probably worth investigating.
Find Ways to Beat Your Competition’s &
YourAverage Ranking Position’s CTR
If you rank #3, but have a higher-
than-average CTR for that
position, you might get moved up.
Via Philip Petrescu on Moz
Serve Multiple Searcher Intents,
Not Just Your Own Interests
You can’t just try to sell sous
vide cooking devices to the
<1% of searchers who are
ready to buy after performing
this query.
To compete long term,
you’ll need to empathize
with and serve ALL of these
intents with your ranking
Note that NONE of these SERPs
are trying to sell equipment
directly. They’re serving the
*intent* of the widest range of
searchers.
Speed, speed, and more speed
Delivers an easy, enjoyable experience on every device
Compels visitors to engage, share, & return
Avoids features that dissuade or annoy visitors
Authoritative, comprehensive content that’s uniquely
valuable vs. what anyone else in your space provides
Make UX a Cornerstone of Your SEO:
Invest in Content 10X Better Than Your What Your
Competition Can Create
See this list of
10X Content
for examples
and resources
on how to
create it
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Bit.ly/7bigseo

Contenu connexe

Tendances

Link Building with Open Site Explorer
Link Building with Open Site ExplorerLink Building with Open Site Explorer
Link Building with Open Site ExplorerRand Fishkin
 
Ranking Factors Data 2011: SMX Elite Sydney
Ranking Factors Data 2011: SMX Elite SydneyRanking Factors Data 2011: SMX Elite Sydney
Ranking Factors Data 2011: SMX Elite SydneyRand Fishkin
 
Optimizing Your Web Traffic: Turning Data and Insight into Actionable Market...
Optimizing Your  Web Traffic: Turning Data and Insight into Actionable Market...Optimizing Your  Web Traffic: Turning Data and Insight into Actionable Market...
Optimizing Your Web Traffic: Turning Data and Insight into Actionable Market...Alex Harris
 
Do you want to rank higher in search engines!
Do you want to rank higher in search engines!Do you want to rank higher in search engines!
Do you want to rank higher in search engines!Deepali Gotadke
 
The Death & Rebirth of SEO
The Death & Rebirth of SEOThe Death & Rebirth of SEO
The Death & Rebirth of SEORand Fishkin
 
Search + Social: Webit Expo by Rand Fishkin
Search + Social: Webit Expo by Rand FishkinSearch + Social: Webit Expo by Rand Fishkin
Search + Social: Webit Expo by Rand FishkinRand Fishkin
 
The SEO Revolution Will Not Be Televised
The SEO Revolution Will Not Be TelevisedThe SEO Revolution Will Not Be Televised
The SEO Revolution Will Not Be TelevisedRand Fishkin
 
Organic Search Essentials
Organic Search EssentialsOrganic Search Essentials
Organic Search EssentialsMatt Bailey
 
In-Depth with Local SEO
In-Depth with Local SEOIn-Depth with Local SEO
In-Depth with Local SEORand Fishkin
 
White vs. Black Hat SEO
White vs. Black Hat SEOWhite vs. Black Hat SEO
White vs. Black Hat SEORand Fishkin
 
How To Prepare For The Future Of Search
How To Prepare For The Future Of SearchHow To Prepare For The Future Of Search
How To Prepare For The Future Of SearchCharlene Li
 
Moz 2013 Ranking Factors - Matt Peters MozCon
Moz 2013 Ranking Factors - Matt Peters MozConMoz 2013 Ranking Factors - Matt Peters MozCon
Moz 2013 Ranking Factors - Matt Peters MozConmattthemathman
 
The Measure of a Marketer's Worth
The Measure of a Marketer's WorthThe Measure of a Marketer's Worth
The Measure of a Marketer's WorthRand Fishkin
 
Weird magic-power-googleplus
Weird magic-power-googleplusWeird magic-power-googleplus
Weird magic-power-googleplusRand Fishkin
 
Rand Fishkin: Two Algorithm World
Rand Fishkin: Two Algorithm WorldRand Fishkin: Two Algorithm World
Rand Fishkin: Two Algorithm WorldDFWSEM
 
Ranking Elements of the Future
Ranking Elements of the FutureRanking Elements of the Future
Ranking Elements of the FutureRand Fishkin
 
Mozcation Seattle 2011
Mozcation Seattle 2011Mozcation Seattle 2011
Mozcation Seattle 2011Rand Fishkin
 
The Worst Lessons Marketing Ever Taught Content
The Worst Lessons Marketing Ever Taught ContentThe Worst Lessons Marketing Ever Taught Content
The Worst Lessons Marketing Ever Taught ContentRand Fishkin
 
The Story of Moz: 1981-2011
The Story of Moz: 1981-2011The Story of Moz: 1981-2011
The Story of Moz: 1981-2011Rand Fishkin
 

Tendances (20)

Link Building with Open Site Explorer
Link Building with Open Site ExplorerLink Building with Open Site Explorer
Link Building with Open Site Explorer
 
Ranking Factors Data 2011: SMX Elite Sydney
Ranking Factors Data 2011: SMX Elite SydneyRanking Factors Data 2011: SMX Elite Sydney
Ranking Factors Data 2011: SMX Elite Sydney
 
Optimizing Your Web Traffic: Turning Data and Insight into Actionable Market...
Optimizing Your  Web Traffic: Turning Data and Insight into Actionable Market...Optimizing Your  Web Traffic: Turning Data and Insight into Actionable Market...
Optimizing Your Web Traffic: Turning Data and Insight into Actionable Market...
 
Do you want to rank higher in search engines!
Do you want to rank higher in search engines!Do you want to rank higher in search engines!
Do you want to rank higher in search engines!
 
The Death & Rebirth of SEO
The Death & Rebirth of SEOThe Death & Rebirth of SEO
The Death & Rebirth of SEO
 
Search + Social: Webit Expo by Rand Fishkin
Search + Social: Webit Expo by Rand FishkinSearch + Social: Webit Expo by Rand Fishkin
Search + Social: Webit Expo by Rand Fishkin
 
The Future of SEO
The Future of SEOThe Future of SEO
The Future of SEO
 
The SEO Revolution Will Not Be Televised
The SEO Revolution Will Not Be TelevisedThe SEO Revolution Will Not Be Televised
The SEO Revolution Will Not Be Televised
 
Organic Search Essentials
Organic Search EssentialsOrganic Search Essentials
Organic Search Essentials
 
In-Depth with Local SEO
In-Depth with Local SEOIn-Depth with Local SEO
In-Depth with Local SEO
 
White vs. Black Hat SEO
White vs. Black Hat SEOWhite vs. Black Hat SEO
White vs. Black Hat SEO
 
How To Prepare For The Future Of Search
How To Prepare For The Future Of SearchHow To Prepare For The Future Of Search
How To Prepare For The Future Of Search
 
Moz 2013 Ranking Factors - Matt Peters MozCon
Moz 2013 Ranking Factors - Matt Peters MozConMoz 2013 Ranking Factors - Matt Peters MozCon
Moz 2013 Ranking Factors - Matt Peters MozCon
 
The Measure of a Marketer's Worth
The Measure of a Marketer's WorthThe Measure of a Marketer's Worth
The Measure of a Marketer's Worth
 
Weird magic-power-googleplus
Weird magic-power-googleplusWeird magic-power-googleplus
Weird magic-power-googleplus
 
Rand Fishkin: Two Algorithm World
Rand Fishkin: Two Algorithm WorldRand Fishkin: Two Algorithm World
Rand Fishkin: Two Algorithm World
 
Ranking Elements of the Future
Ranking Elements of the FutureRanking Elements of the Future
Ranking Elements of the Future
 
Mozcation Seattle 2011
Mozcation Seattle 2011Mozcation Seattle 2011
Mozcation Seattle 2011
 
The Worst Lessons Marketing Ever Taught Content
The Worst Lessons Marketing Ever Taught ContentThe Worst Lessons Marketing Ever Taught Content
The Worst Lessons Marketing Ever Taught Content
 
The Story of Moz: 1981-2011
The Story of Moz: 1981-2011The Story of Moz: 1981-2011
The Story of Moz: 1981-2011
 

En vedette

Keeping Up With SEO in 2017 & Beyond
Keeping Up With SEO in 2017 & BeyondKeeping Up With SEO in 2017 & Beyond
Keeping Up With SEO in 2017 & BeyondRand Fishkin
 
Basic SEO Presentation
Basic SEO PresentationBasic SEO Presentation
Basic SEO PresentationPaul Kortman
 
SEO & UX: So Happy Together
SEO & UX: So Happy TogetherSEO & UX: So Happy Together
SEO & UX: So Happy TogetherRand Fishkin
 
Link Building's Tipping Point
Link Building's Tipping PointLink Building's Tipping Point
Link Building's Tipping PointRand Fishkin
 
Strategies to Drive Web Traffic in the Real Estate World
Strategies to Drive Web Traffic in the Real Estate WorldStrategies to Drive Web Traffic in the Real Estate World
Strategies to Drive Web Traffic in the Real Estate WorldRand Fishkin
 
Search Engine Optimization PPT
Search Engine Optimization PPT Search Engine Optimization PPT
Search Engine Optimization PPT Kranthi Shaik
 
The Search Landscape in 2017
The Search Landscape in 2017The Search Landscape in 2017
The Search Landscape in 2017Rand Fishkin
 
Next-Generation SEO Strategies That Will Future-Proof Your Content
Next-Generation SEO Strategies That Will Future-Proof Your ContentNext-Generation SEO Strategies That Will Future-Proof Your Content
Next-Generation SEO Strategies That Will Future-Proof Your ContentContent Marketing Institute
 
The Paradox of Great Content
The Paradox of Great ContentThe Paradox of Great Content
The Paradox of Great ContentRand Fishkin
 
Introduction to SEO Presentation
Introduction to SEO PresentationIntroduction to SEO Presentation
Introduction to SEO Presentation7thingsmedia
 
SEO: Getting Personal
SEO: Getting PersonalSEO: Getting Personal
SEO: Getting PersonalKirsty Hulse
 
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...Rand Fishkin
 
What Is SEO? A Guide to Search Engine Optimization
What Is SEO? A Guide to Search Engine OptimizationWhat Is SEO? A Guide to Search Engine Optimization
What Is SEO? A Guide to Search Engine OptimizationWill Marlow Agency
 
Internal Moz Pitch Deck for Keyword Explorer
Internal Moz Pitch Deck for Keyword ExplorerInternal Moz Pitch Deck for Keyword Explorer
Internal Moz Pitch Deck for Keyword ExplorerRand Fishkin
 
Intro to Mozcon 2016
Intro to Mozcon 2016Intro to Mozcon 2016
Intro to Mozcon 2016Rand Fishkin
 
Search Ranking Factors in 2015
Search Ranking Factors in 2015Search Ranking Factors in 2015
Search Ranking Factors in 2015Rand Fishkin
 
The Power of Moz's Keyword Explorer
The Power of Moz's Keyword ExplorerThe Power of Moz's Keyword Explorer
The Power of Moz's Keyword ExplorerRand Fishkin
 
The Technical SEO Renaissance
The Technical SEO RenaissanceThe Technical SEO Renaissance
The Technical SEO RenaissanceMichael King
 
The Remarkable SEO Power of Republishing
The Remarkable SEO Power of RepublishingThe Remarkable SEO Power of Republishing
The Remarkable SEO Power of RepublishingRand Fishkin
 

En vedette (20)

Keeping Up With SEO in 2017 & Beyond
Keeping Up With SEO in 2017 & BeyondKeeping Up With SEO in 2017 & Beyond
Keeping Up With SEO in 2017 & Beyond
 
Basic SEO Presentation
Basic SEO PresentationBasic SEO Presentation
Basic SEO Presentation
 
SEO & UX: So Happy Together
SEO & UX: So Happy TogetherSEO & UX: So Happy Together
SEO & UX: So Happy Together
 
Link Building's Tipping Point
Link Building's Tipping PointLink Building's Tipping Point
Link Building's Tipping Point
 
Strategies to Drive Web Traffic in the Real Estate World
Strategies to Drive Web Traffic in the Real Estate WorldStrategies to Drive Web Traffic in the Real Estate World
Strategies to Drive Web Traffic in the Real Estate World
 
Search Engine Optimization PPT
Search Engine Optimization PPT Search Engine Optimization PPT
Search Engine Optimization PPT
 
The Search Landscape in 2017
The Search Landscape in 2017The Search Landscape in 2017
The Search Landscape in 2017
 
Next-Generation SEO Strategies That Will Future-Proof Your Content
Next-Generation SEO Strategies That Will Future-Proof Your ContentNext-Generation SEO Strategies That Will Future-Proof Your Content
Next-Generation SEO Strategies That Will Future-Proof Your Content
 
The Paradox of Great Content
The Paradox of Great ContentThe Paradox of Great Content
The Paradox of Great Content
 
Introduction to SEO Presentation
Introduction to SEO PresentationIntroduction to SEO Presentation
Introduction to SEO Presentation
 
SEO PPT
SEO PPTSEO PPT
SEO PPT
 
SEO: Getting Personal
SEO: Getting PersonalSEO: Getting Personal
SEO: Getting Personal
 
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...
 
What Is SEO? A Guide to Search Engine Optimization
What Is SEO? A Guide to Search Engine OptimizationWhat Is SEO? A Guide to Search Engine Optimization
What Is SEO? A Guide to Search Engine Optimization
 
Internal Moz Pitch Deck for Keyword Explorer
Internal Moz Pitch Deck for Keyword ExplorerInternal Moz Pitch Deck for Keyword Explorer
Internal Moz Pitch Deck for Keyword Explorer
 
Intro to Mozcon 2016
Intro to Mozcon 2016Intro to Mozcon 2016
Intro to Mozcon 2016
 
Search Ranking Factors in 2015
Search Ranking Factors in 2015Search Ranking Factors in 2015
Search Ranking Factors in 2015
 
The Power of Moz's Keyword Explorer
The Power of Moz's Keyword ExplorerThe Power of Moz's Keyword Explorer
The Power of Moz's Keyword Explorer
 
The Technical SEO Renaissance
The Technical SEO RenaissanceThe Technical SEO Renaissance
The Technical SEO Renaissance
 
The Remarkable SEO Power of Republishing
The Remarkable SEO Power of RepublishingThe Remarkable SEO Power of Republishing
The Remarkable SEO Power of Republishing
 

Similaire à The 7 Biggest Trends in SEO: 2016

Rand Fishkin en The Inbounder
Rand Fishkin en The InbounderRand Fishkin en The Inbounder
Rand Fishkin en The InbounderWe Are Marketing
 
What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017Rand Fishkin
 
Seo ( Search Engine Optimization )
Seo ( Search Engine Optimization )Seo ( Search Engine Optimization )
Seo ( Search Engine Optimization )Ginger Schiffli
 
Strengths And Weaknesses Of Microsoft
Strengths And Weaknesses Of MicrosoftStrengths And Weaknesses Of Microsoft
Strengths And Weaknesses Of MicrosoftGwen Hoffman
 
How to Influence Google Auto Suggest
How to Influence Google Auto Suggest   How to Influence Google Auto Suggest
How to Influence Google Auto Suggest Performics.Convonix
 
Search landscape-2017
Search landscape-2017Search landscape-2017
Search landscape-2017Ralph Paglia
 
Seo what you should know
Seo what you should knowSeo what you should know
Seo what you should knowCatherine Elder
 
Onsite seo from the wizard of moz
Onsite seo from the  wizard of mozOnsite seo from the  wizard of moz
Onsite seo from the wizard of mozUmberto Tessitore
 
Keeping Up with Google's Insane Pace of Change
Keeping Up with Google's Insane Pace of ChangeKeeping Up with Google's Insane Pace of Change
Keeping Up with Google's Insane Pace of ChangeRand Fishkin
 
Using SEO to Build Your Business
Using SEO to Build Your BusinessUsing SEO to Build Your Business
Using SEO to Build Your BusinessSpryIdeas
 
SEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing TalkSEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing TalkRand Fishkin
 
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & MoreThe Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & MoreRand Fishkin
 

Similaire à The 7 Biggest Trends in SEO: 2016 (20)

Rand Fishkin en The Inbounder
Rand Fishkin en The InbounderRand Fishkin en The Inbounder
Rand Fishkin en The Inbounder
 
What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017
 
Seo ( Search Engine Optimization )
Seo ( Search Engine Optimization )Seo ( Search Engine Optimization )
Seo ( Search Engine Optimization )
 
Strengths And Weaknesses Of Microsoft
Strengths And Weaknesses Of MicrosoftStrengths And Weaknesses Of Microsoft
Strengths And Weaknesses Of Microsoft
 
Debunking SEO Myths
Debunking SEO MythsDebunking SEO Myths
Debunking SEO Myths
 
How to Influence Google Auto Suggest
How to Influence Google Auto Suggest   How to Influence Google Auto Suggest
How to Influence Google Auto Suggest
 
Essay Search Engines
Essay Search EnginesEssay Search Engines
Essay Search Engines
 
Search Engine Optimisation ( Seo ) Essay
Search Engine Optimisation ( Seo ) EssaySearch Engine Optimisation ( Seo ) Essay
Search Engine Optimisation ( Seo ) Essay
 
Essay On SEO
Essay On SEOEssay On SEO
Essay On SEO
 
Optimization stepbystep
Optimization stepbystepOptimization stepbystep
Optimization stepbystep
 
A Guide to SEO
A Guide to SEOA Guide to SEO
A Guide to SEO
 
Search landscape-2017
Search landscape-2017Search landscape-2017
Search landscape-2017
 
Seo what you should know
Seo what you should knowSeo what you should know
Seo what you should know
 
Onsite seo from the wizard of moz
Onsite seo from the  wizard of mozOnsite seo from the  wizard of moz
Onsite seo from the wizard of moz
 
Keeping Up with Google's Insane Pace of Change
Keeping Up with Google's Insane Pace of ChangeKeeping Up with Google's Insane Pace of Change
Keeping Up with Google's Insane Pace of Change
 
What the * is SEO
What the * is SEOWhat the * is SEO
What the * is SEO
 
Using SEO to Build Your Business
Using SEO to Build Your BusinessUsing SEO to Build Your Business
Using SEO to Build Your Business
 
SEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing TalkSEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing Talk
 
SEO in 2018: Rand Fishkin #UtahDMC 2018
SEO in 2018: Rand Fishkin #UtahDMC 2018SEO in 2018: Rand Fishkin #UtahDMC 2018
SEO in 2018: Rand Fishkin #UtahDMC 2018
 
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & MoreThe Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
 

Plus de Rand Fishkin

SparkToro Beta Sneak Peek
SparkToro Beta Sneak PeekSparkToro Beta Sneak Peek
SparkToro Beta Sneak PeekRand Fishkin
 
Building Influence in 2019
Building Influence in 2019Building Influence in 2019
Building Influence in 2019Rand Fishkin
 
Influence Not Influencers
Influence Not InfluencersInfluence Not Influencers
Influence Not InfluencersRand Fishkin
 
The Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & BeyondThe Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & BeyondRand Fishkin
 
How to Kick Butt with Your Email Outreach
How to Kick Butt with Your Email OutreachHow to Kick Butt with Your Email Outreach
How to Kick Butt with Your Email OutreachRand Fishkin
 
The Big 7 Startup Marketing Mistakes
The Big 7 Startup Marketing MistakesThe Big 7 Startup Marketing Mistakes
The Big 7 Startup Marketing MistakesRand Fishkin
 
Why Your Saas Marketing Sucks (and how to fix it)
Why Your Saas Marketing Sucks (and how to fix it)Why Your Saas Marketing Sucks (and how to fix it)
Why Your Saas Marketing Sucks (and how to fix it)Rand Fishkin
 
7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better Entrepreneur7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better EntrepreneurRand Fishkin
 
The Search & SEO World in 2018
The Search & SEO World in 2018The Search & SEO World in 2018
The Search & SEO World in 2018Rand Fishkin
 
Why Startups Suck at Marketing
Why Startups Suck at MarketingWhy Startups Suck at Marketing
Why Startups Suck at MarketingRand Fishkin
 
The Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our MarketingThe Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our MarketingRand Fishkin
 
How to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the WebHow to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the WebRand Fishkin
 
Inside Google's Numbers in 2017
Inside Google's Numbers in 2017Inside Google's Numbers in 2017
Inside Google's Numbers in 2017Rand Fishkin
 
Why We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CROWhy We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CRORand Fishkin
 
The Digital Marketer's Framework
The Digital Marketer's FrameworkThe Digital Marketer's Framework
The Digital Marketer's FrameworkRand Fishkin
 
Incorporating Clicks, Attention and Satisfaction into a SERP Evaluation Model
Incorporating Clicks, Attention and Satisfaction into a SERP Evaluation ModelIncorporating Clicks, Attention and Satisfaction into a SERP Evaluation Model
Incorporating Clicks, Attention and Satisfaction into a SERP Evaluation ModelRand Fishkin
 

Plus de Rand Fishkin (18)

SparkToro Beta Sneak Peek
SparkToro Beta Sneak PeekSparkToro Beta Sneak Peek
SparkToro Beta Sneak Peek
 
Building Influence in 2019
Building Influence in 2019Building Influence in 2019
Building Influence in 2019
 
Influence Not Influencers
Influence Not InfluencersInfluence Not Influencers
Influence Not Influencers
 
The Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & BeyondThe Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & Beyond
 
How to Kick Butt with Your Email Outreach
How to Kick Butt with Your Email OutreachHow to Kick Butt with Your Email Outreach
How to Kick Butt with Your Email Outreach
 
The Big 7 Startup Marketing Mistakes
The Big 7 Startup Marketing MistakesThe Big 7 Startup Marketing Mistakes
The Big 7 Startup Marketing Mistakes
 
Why Your Saas Marketing Sucks (and how to fix it)
Why Your Saas Marketing Sucks (and how to fix it)Why Your Saas Marketing Sucks (and how to fix it)
Why Your Saas Marketing Sucks (and how to fix it)
 
7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better Entrepreneur7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better Entrepreneur
 
The Search & SEO World in 2018
The Search & SEO World in 2018The Search & SEO World in 2018
The Search & SEO World in 2018
 
SEO in 2017/18
SEO in 2017/18SEO in 2017/18
SEO in 2017/18
 
Why Startups Suck at Marketing
Why Startups Suck at MarketingWhy Startups Suck at Marketing
Why Startups Suck at Marketing
 
The Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our MarketingThe Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our Marketing
 
B2B SEO in 2017
B2B SEO in 2017B2B SEO in 2017
B2B SEO in 2017
 
How to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the WebHow to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the Web
 
Inside Google's Numbers in 2017
Inside Google's Numbers in 2017Inside Google's Numbers in 2017
Inside Google's Numbers in 2017
 
Why We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CROWhy We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CRO
 
The Digital Marketer's Framework
The Digital Marketer's FrameworkThe Digital Marketer's Framework
The Digital Marketer's Framework
 
Incorporating Clicks, Attention and Satisfaction into a SERP Evaluation Model
Incorporating Clicks, Attention and Satisfaction into a SERP Evaluation ModelIncorporating Clicks, Attention and Satisfaction into a SERP Evaluation Model
Incorporating Clicks, Attention and Satisfaction into a SERP Evaluation Model
 

Dernier

Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 

Dernier (20)

Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 

The 7 Biggest Trends in SEO: 2016

  • 1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com 2016’s Seven Biggest SEO Trends And How Marketers Should React
  • 3. Google’s Still Growing, But Others Are, Too#7
  • 5. Via GS.Statcounter Don’t believe Comscore’s 65% Google share. Google’s 85%+ of the North American search market.
  • 7. via Reuters Institute US Daily Video Views (Note: Facebook counts views @ 3s, YouTube @ 30 s)
  • 8. Via Cohlab YouTube is the World’s 2nd Largest Search Engine
  • 9. Via DuckDuckGo And DuckDuckGo Continues its Rapid Growth
  • 10. Via Search Engine Land Amazon vs. Web Search
  • 12. Don’t Ignore Search Channels Just Because They’re Not Google
  • 13. See Where Your Competition Gets Their Traffic: Via SimilarWeb Pro These are the sites that sent traffic to WarbyParker.com in March, 2016
  • 14. Apply different tactics to reach audiences on different sites Amazon’s ranking factors can be found here. Conversion rate plays a big role.
  • 15. Consider Content for Multiple Engines Moz first puts videos up on our site, then later uploads to YouTube to benefit from both classic SEO and video
  • 16. Google’s Still the 800lb Gorilla More on how Google ranks pages & sites here.
  • 17. Google Now Works to Answer Simple Queries Directly Rather than Make Users Click #6
  • 19. Google’s minimized the desktop search experience to make it more closely align with the mobile experience.
  • 20. And they’re putting more and more “answers” atop the results to remove the need to click a 3rd-party site for information
  • 21. We expected answers like these would siphon away traffic from our site… In reality, we got more!
  • 22. But some answers really do remove traffic (estimates of 50%+ traffic loss to web results after SERP
  • 24. Consider Click-Through-Rate When Choosing Keywords The organic results on this page probably get only ~60% of the clicks from searchers
  • 25. Consider Click-Through-Rate When Choosing Keywords But, the organic results here are likely getting 100% of the clicks
  • 26. You can make these estimates yourself when evaluating keywords for SEO effort:
  • 27. Or you can use a tool like Keyword Explorer to get the CTR Opportunity scores 100% CTR Opportunity 60% CTR Opportunity
  • 28. 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
  • 29. More on How to Become theAnswer: Via Dr. Pete (and more Dr. Pete)
  • 30. Keyword Data is More Obfuscated, Less Reliable, & Less Accessible #5
  • 31. The Classic Source of Volume Data is GoogleAdWords, and there’s a Lot of Weirdness There
  • 32. These numbers actually represent ranges, even though they show as estimated averages
  • 33. Russ Jones showed how Google’s volume ranges work in his post about Keyword Planner’s Dirty Secrets.
  • 34. Google Trends (which we’ve found to be generally more accurate) tells a different story?!
  • 35. AdWords is Now Conflating Volume of Related Keywords in Frustrating Ways Via Bill Slawski on Go Fish Digital
  • 36. Keyword Suggestions inAdWords Hide a Lot of Useful, High-Volume Queries Really Keyword Planner? Really?!
  • 37. It sure looks like Google knows about some closely related keywords that have search volume!
  • 39. Don’t Use Google’s Volume Numbers asAbsolutes, Only as Relative Comparisons There are probably more people searching for “champagne flutes” than “toasting flutes”, but 12,100 and 1,900 almost certainly aren’t the real quantities.
  • 40. Google Trends is Good for Volume Comparison “Champagne flutes” is likely ~5-10X the volume of “toasting flutes”
  • 41. KW Explorer Uses Clickstream Data and Volume Ranges that May Give GreaterAccuracy In our tests, these ranges contained the true search volume 95% of the time.
  • 42. Want the Best DataAbout Volume, Conversions, and Trends? You’ll need to buy the keywords and measure directly in AdWords.
  • 43. Don’t Rely Exclusively on KW Planner for Keyword Suggestions/Ideas Search Suggest and Related Searches are smart additions (and totally free)
  • 44. 7 Kinds of KW Research Expansions to Try: 1) Search Suggest 2) People Also Search For… 3) Similar Pages Rank For… 4) Semantically Connected Terms 5) Topically-Related Searches 6) Questions Containing these KWs 7) AdWords (Commercial)
  • 45. Tools that Have These Discovery Options: 1 ) 2 ) 3 ) 4 ) 5 ) 6 ) (Free & Paid) SEMRush (Free & Paid) KeywordTool.io 7 ) (Paid) SimilarWeb (Free & Paid) Moz KW Explorer (Free) Ubersuggest (Free) Answer The Public
  • 46. Twitter Has Replaced Google+ as Google’s Primary Social Result #4
  • 47. Only a few elements of Google+ remain for logged-in searchers
  • 48. Twitter (like Justin Trudeau) Has Taken Over
  • 49. Twitter dominates many real-time results in Google Mobile as well (often even more so than in desktop)
  • 50. According to Mozcast, Twitter shows up in ~6.5% of Google searches, up from 5.9% in April 2016.
  • 52. PayAttention to How Twitter Influences the SERPs You CareAbout Hashtags
  • 53. PayAttention to How Twitter Influences the SERPs You CareAbout Brand Names
  • 54. PayAttention to How Twitter Influences the SERPs You CareAbout News Events
  • 55. Engagement and Recency Govern Google’s Display of Tweets, So Use Them! Personalized Trends Localized Trends via Trendsmap
  • 56. Bio Search Can Help ID the Influencers in a Given Niche or Topic Data Via Followerwonk (LittleBird is also a great tool for this)
  • 57. But, if You Have a G+ Following ofAny Kind, Keep Sharing There (it only takes a minute, and still provides some benefits)
  • 58. If You Haven’tAlready Invested in Google+, It’s Probably Not Worthwhile to Start Now Via Stone Temple
  • 59. ThereAre More Non- Traditional Ways to Get Into Google’s Results Than Ever Before #3
  • 60. 18 Unique Types of SERPs that Show Up in 0.5%+ of Google’s Results One of my favorites: the “disaster type”
  • 61. In our data, only ~3% of results are the “classic ten blue links” kind
  • 63. These types of results can dramatically reduce organic CTR (in this case, Moz estimates only ~24% organic CTR)
  • 64. Infuriatingly, Google’s restricted who can appear in certain types of listings (e.g. video is now YouTube or Vimeo
  • 65. And on mobile, even more kinds of searches are limited to particular networks (Google Play & iPhone App Store).
  • 67. 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
  • 68. 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…
  • 69. If certain searches are impossible to target…
  • 70. Aim to Influence Search Suggest More on Whiteboard Friday
  • 71. Be On the Right Platform For Your SERPs: Videos: E-Commerce: Podcasts: Local Businesses: News: Apps: YouTube Vimeo Facebook G Shopping Amazon eBay Etsy G Play iTunes G Maps SoundcloudLibsyn Apple Maps Bing Maps G News iTunes G
  • 72. Matching Searcher Intent > Matching Searcher Keywords #2
  • 73. Google’s Become Masterful at Understanding a Searcher’s Intent
  • 76. Keyword Matching is No Longer a Competitive Advantage Via Backlinko
  • 77. On-Page SEO is No Longer Satisfied by Raw Keyword Use Either These keywords are nearly as important to use on a page targeting the query as the query keywords themselves
  • 79. It’s Still Wise to Use Keywords
  • 80. Matching Your Content to What SearchersAre Seeking is Critical, Too Trulia knows searchers want home prices, by neighborhood, with trend data, zipcode filters, and a zoomable map.
  • 81. Use of related topics to indicate the content’s relevance Serving KWs w/ matching intent together on one page Thorough answers/solutions to the searcher’s query Unique value over what other sites in the SERPs Intelligent keyword use in page title, meta description, URL, and top few paragraphs (just as before) On-Page SEO in 2016 Requires
  • 82. More in this Whiteboard Friday Video
  • 83. Machine Learning & Engagement Are Google’s Future#1
  • 84. RankBrain is Only the Most Obvious of Google’s ML- Based Ranking Elements Via Gianluca Fiorelli on Moz
  • 85. Rankbrain helps Google know that results like these are relevant to searches like this
  • 86. And that all of these queries probably share intent and should bring back similar kinds of
  • 87. Google Uses User, Usage, & Engagement Data to Determine How to Rank Content I hate bullet points, but this slide from Google Search Engineer Paul Haahr, shows how clicks are used to grade performance Via How Google Works on Slideshare
  • 88. This is a good SERP – searchers rarely bounce, rarely short-click, and rarely need to enter other queries or go to page 2.
  • 89. This is a bad SERP – searchers bounce often, click other results, rarely long-click, and try other queries. They’re definitely not happy.
  • 90. Someday,Algorithms Built by Machines Will Outperform those Hand-Selected by Engineers Potential Ranking Factors (e.g. PageRank, TF*IDF, Topic Modeling, QDF, Clicks, Entity Association, etc.) Training Data (i.e. good search results) Learning Process Best Fit Algo
  • 91. Google Leverages Machine Learning Despite Not Knowing for Sure What It Uses: Via SERoundtable
  • 92. We may soon hear that algorithmic elements are no longer applied universally. Rather than one algorithm, we get thousands or millions of them.
  • 93. Google’s PublicAbout Their Commitment to ML Techniques… Won’t Be Long Now. Via BackChannel
  • 95. Focus on Signal:Noise Ratio – Don’t Let Bad Pages Drag Down a Good Site Quantity of Pages Earning SERP Visits Relative Time on Site, Bounce Rate, Pgs/Visit, Searcher Satisfaction Site’s Search Engagement Reputation =
  • 96. These don’t look so good; probably worth investigating.
  • 97. Find Ways to Beat Your Competition’s & YourAverage Ranking Position’s CTR If you rank #3, but have a higher- than-average CTR for that position, you might get moved up. Via Philip Petrescu on Moz
  • 98. Serve Multiple Searcher Intents, Not Just Your Own Interests You can’t just try to sell sous vide cooking devices to the <1% of searchers who are ready to buy after performing this query. To compete long term, you’ll need to empathize with and serve ALL of these intents with your ranking
  • 99. Note that NONE of these SERPs are trying to sell equipment directly. They’re serving the *intent* of the widest range of searchers.
  • 100. Speed, speed, and more speed Delivers an easy, enjoyable experience on every device Compels visitors to engage, share, & return Avoids features that dissuade or annoy visitors Authoritative, comprehensive content that’s uniquely valuable vs. what anyone else in your space provides Make UX a Cornerstone of Your SEO:
  • 101. Invest in Content 10X Better Than Your What Your Competition Can Create See this list of 10X Content for examples and resources on how to create it
  • 102. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Bit.ly/7bigseo