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10 Blue Links Below The Fold

Ryan Jones Rocks Digital 2019 presentation on changing Google search results, zero click search results, and featured snippets, map packs, etc.

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10 Blue Links Below The Fold

  1. 1. @RyanJones Surviving Google SERP Layout Changes Ten Blue Links BelowThe Fold Photo Credit: @davedavies
  2. 2. @RyanJones RYAN JONES Sr. SEO Director @ PublicisSapient Stable Genius – WTFSEO.com @RyanJones Linkedin.com/in/jonesy www.RyanMJones.com Yeah I’m that guy.
  3. 3. @RyanJones Search Results Are Changing 10 Blue Links Highly Contextual Source: BrightEdge
  4. 4. @RyanJones Google Is Changing
  5. 5. @RyanJones “The Future of Search isVerbs” -Bill Gates, over 10 years ago Informational Search clicks are Dying. If you want to survive, help your users “do” something.
  6. 6. @RyanJones Enhanced Search Results Are Expanding. • 4th Paid Ad
  7. 7. @RyanJones Enhanced Search Results Are Expanding. • 4th Paid Ad • Map Pack
  8. 8. @RyanJones Enhanced Search Results Are Expanding. • 4th Paid Ad • Map Pack • People Also Ask
  9. 9. @RyanJones Enhanced Search Results Are Expanding. • 4th Paid Ad • Map Pack • People Also Ask • Instant Answers
  10. 10. @RyanJones Enhanced Search Results Are Expanding. • 4th Paid Ad • Map Pack • People Also Ask • Instant Answers • Image Results
  11. 11. @RyanJones Enhanced Search Results Are Expanding. • 4th Paid Ad • Map Pack • People Also Ask • Instant Answers • Image Results • Featured Snippets
  12. 12. @RyanJones Enhanced Search Results Are Expanding. • 4th Paid Ad • Map Pack • People Also Ask • Instant Answers • Image Results • Featured Snippets • All kinds of other shit.
  13. 13. @RyanJones It Gets Worse On Mobile
  14. 14. @RyanJones We’re seeing More Space between Clicks & Impressions This is noslang.com my personal site
  15. 15. @RyanJones Is this the future of Google?
  16. 16. @RyanJones The Real Results for this aren’t much better.
  17. 17. @RyanJones How Are All These Features Affecting Traffic? This graphic has nothing to do with anything, but I find it funny.
  18. 18. @RyanJones None of the following tools paid me to mention them or use their data: • BrightEdge • SEMrush • Ahrefs • Jumpshot • Sparktoro But if you want to pay me…….
  19. 19. @RyanJones How Often Are These Appearing?
  20. 20. @RyanJones Same Data Different Source Quick Answers Images Videos Local 3-Pack Carousel SiteLink Source: BrightEdge
  21. 21. @RyanJones Source: BrightEdge 25.12% 20.98% 20.29% 20.72% 21.29% 20.71% 22.77% 21.91% 22.36% 22.58% 20.16% 21.22% 19.07% 18.35% 18.75% 20.68% 21.54% 22.80% 22.40% 22.99% 23.38% 28.05% 28.12% 27.47% 27.38% 26.18% 22.86% 25.05% 26.53% 22.64% 20.12% 19.60% 21.25% 23.22% 25.33% 25.63% 28.85% 28.68% 28.65% 29.02% 27.05% 27.59% 27.37% 27.34% 25.20% 11.17% 11.02% 10.97% 11.25% 11.34% 12.53% 13.32% 14.15% 14.46% 13.89% 19.74% 21.15% 21.44% 21.28% 23.84% 1.51% 1.46% 1.43% 1.43% 1.26% 1.23% 1.30% 1.35% 1.34% 1.45% 1.40% 1.47% 1.37% 1.25% 1.36% 32.69% 33.95% 0% 5% 10% 15% 20% 25% 30% 35% 40% Jan-18 Feb-18 Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 Oct-18 Nov-18 Dec-18 Jan-19 Feb-19 Mar-19 Desktop: Universal Results Trending Quick Answers Images Videos Local 3-Pack Carousel People Also Ask Site Links
  22. 22. @RyanJones There’s Less Clicks To Go Around
  23. 23. @RyanJones Organic Clicks Are Decreasing
  24. 24. @RyanJones Example: Walmart
  25. 25. @RyanJones Example: Amazon
  26. 26. @RyanJones What do we do about it? 25
  27. 27. @RyanJones 26 - Wayne Gretzky A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.
  28. 28. @RyanJones Change How We Do Keyword Research. Focus Upper Funnel You can make your own box like above at SEOdataviz.com
  29. 29. @RyanJones How we measure rankings must change Source: BrightEdge 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 There’s 16 ranking positions (and 17 things) on this page. Only 9 of them are traditional organic listings. That’s 53%
  30. 30. @RyanJones Work On Your Image Search • #1 ranking spot is going to images • Expect less clicks. • Optimize the hell out of your images. This image only available live. Sorry ya’ll
  31. 31. @RyanJones Maps are more important If you can’t rank in the organic results, rank in the map pack.
  32. 32. @RyanJones It’s really hard to out- rank the map but it can be done with relevance.
  33. 33. @RyanJones Use Google Posts to set your map pack listings apart Photo credit: https://twitter.com/deegs20/status/1093863796094001152
  34. 34. @RyanJones Work on your QA Content Hat Tip to @britneymuller for tweeting this and Jonathan Jones (no relation) for doing it.
  35. 35. @RyanJones Schemas you probably aren’t using: • Article • Breadcrumb • Book • Carousel • Event • Fact Check • FAQ • How-to • Job Posting • Livestream • Local Business Listing • Logo • Product • Q&A • Review Snippet • Sitelinks Searchbox • Software App • Speakable • Subscription & PaywallContent • Top Places List • Video
  36. 36. @RyanJones Further Reading / Some Graph Sources https://searchengineland.com/49-of-all-google-searches-are-no-click- study-finds-318426 https://www.searchenginejournal.com/seo-dying-channel/288905/ https://sparktoro.com/blog/how-much-of-googles-search-traffic-is-left-for- anyone-but-themselves/ https://www.searchenginejournal.com/seo-zero-click-searches/286401/ RememberCorrelation is NOT causation.
  37. 37. THANK YOU! @RyanJones Linkedin.com/in/jonesy Owdy.co/ryanjones RyanMJones.com WTFSEO.COM

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