SEO in 2017/18
•Télécharger en tant que PPTX, PDF•
956 j'aime•229,807 vues
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.
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
En vedette (20)
Similaire à SEO in 2017/18
Similaire à SEO in 2017/18 (20)
Plus de Rand Fishkin
Plus de Rand Fishkin (20)
Dernier
Dernier (20)
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
- 5. Here’s Real Data on who sends how much traffic on the web.
- 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…
- 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
- 25. SERPFeatures Massively Impact CTR
- 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
- 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!”
- 40. InOrganic, FeaturedSnippetsAre Google’sPrimary “Bethe Answer” Bet.
- 43. More on How to Become theAnswer: Via Dr. Pete (and more Dr. Pete)
- 44. The move from expressed to implied intent.
- 45. Past: QueryTerms Determined Results
- 49. It’s NotJustSearch Suggestions; It’s RankingsToo
- 51. I stumbled across an article mentioning this resort in Japan early in my trip-planning research
- 52. By searching for & clicking the site in Google, I biased the engine to show me more results from that domain in the future.
- 53. By the time I reached evaluation stage, it was too late to convince me to stay anywhere else…
- 54. If GoogleBecomesaSuggestion Engine,Marketers WillBe Left WithTwoChoices: Capture attention here Or compete, unaided, here
- 55. But Rand, How Do I Rank My Site in Google?
- 56. 8BroadAreasofGoogle’sRankingAlgorithm (forclassic,ten-blue-linksstyleresults): Links Quality of Host Domain Query Satisfaction User Experience Personalization Technical & Crawl KeywordsContent
- 60. Usingthesearcher’skeywordsintelligentlyonyourpagestill mattersforrankings(andforCTRintheresults)Keywords Ring failed to rank until they changed their page title to include “video doorbell”
- 66. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Thank You!