Search Marketing's Evolution: 2018 and Beyond
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Rand Fishkin - The Inbounder Global Conference 2018
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Search Marketing's Evolution: 2018 and Beyond
- 1. Rand Fishkin | Founder & CEO The Evolution of SEOHow searchers, engines, and algorithms have shifted and how marketers must react to get the best results from their campaigns
- 2. My Big Questions: Is search still growing? Is SEO opportunity growing or shrinking? How much? Who else (if anyone) sends significant referral traffic on the web? What are successful sites doing differently from 2-5 years ago? A) B) C)
- 3. There’s a Lot of Misleading Data Out There...
- 4. Google has 63% of US Searches?
- 5. Facebook sent more traffic than Google the last 3 years?
- 7. But when the media amplifies these stories, the headlines are immensely misleading L
- 8. How Do We Get Trustworthy Data?
- 9. The data I trust most comes from clickstream sources like Jumpshot: It’s biased by the panel of browsers, but not by the websites that install a given tracker
- 10. Breakdown of Searches on MajorWeb Properties May 2017
- 11. Via Rand’s Blog Core Google Search 61.6% Google Images 22.6% YouTube 4.3% Yahoo, 2.4% Amazon, 2.3% Bing, 2.2% Facebook, 1.4% Google Maps, 1.3% Pinterest, 0.5% Twitter 0.4% Breakdown of Searches on MajorWeb Properties February 2018
- 12. Good News for SEO
- 13. Google’s Still Growing 2017 trended ~10-15% higher than 2016, not including voice or Apple devices
- 14. Via Rand’s Blog For every paid ad click on Google, there were ~20 clicks to an organic result.
- 17. Bad News for SEO
- 18. 92% of clicks, 10% of marketing spend 8% of clicks, 90% of marketing spend
- 19. Via GetResponse 2,510 marketers surveyed by GetResponse in 2017 said SEO is only the 4th highest ROI channel they invest in
- 21. Why am I taken here? And not to their website?
- 22. In Q3/4 2017, there were (seasonally) fewer clicks available for SEO for perhaps the first time since Google’s launch Via Rand’s Blog
- 23. Google’s Desktop CTRs February 2018: Paid: 3.82% Organic: 65.72% No Click Searches: 34.28% *Note:Sumsaregreaterthan100%assearcherscanclick multipleresultsperquery
- 24. Google’s Mobile CTRs February 2018: Paid: 3.12% *Note:Sumsaregreaterthan100%assearcherscanclick multipleresultsperquery
- 25. Google’s Mobile CTRs February 2018: *Note:Sumsaregreaterthan100%assearcherscanclick multipleresultsperquery Paid: 3.12% Organic: 38.97% No Click Searches: 61.03%
- 26. The Scary Part: Organic Paid NoClicks Mobile Desktop February 2016 February 2018 Organic Paid NoClicks 65.56% 2.50% 34.44% 58.43% 1.83% 41.57% 65.72% 3.82% 34.28% 38.97% 3.12% 61.03% 20% drop in mobile, organic CTR. 20% increase in mobile “no click” searches.
- 27. AcrossAll Google’s Search Queries… Organic CTR: 52.96% Paid CTR: No Click Searches: 3.49% 47.04% ~15 organic clicks for every paid click. Down from ~20 a year ago. For every 10 organic clicks, 8.8 searches with 0 clicks.
- 28. Via Geoffrey Weg These SERPs are coming back for revenge.
- 29. What are the Web’s True Top Traffic Referrers?
- 30. Via Google.com Oct2016 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% -1.4% -1.3% -2.0% +0.3% -1.2% +1.5% -0.1% -1.7% Amazon.com 1.3% +0.1% TopTrafficReferrers Feb2018 57.8% 5.2% 3.4% 4.8% 1.0% 3.7% 1.3% 4.3% 1.4%
- 31. Via Google Facebook Yahoo Bing Reddit GoogleAdServices Twitter YouTube Amazon Traffic Referrer % of Referrals*Rank Wikipedia Gmail Comcast MicrosoftOnline Imgur MSOffice DoubleClick Ebay AdServer DuckDuckGo Deloton 57.8% 5.2% 4.3% 3.7% 3.4% 2.7% 1.9% 4.8% 1.4% 1.3% 1.2% 2.3% 1.2% 1.0% 0.9% 0.9% 0.8% 0.8% 0.7% 0.6% #1 #2 #4 #5 #6 #7 #9 #3 #10 #11 #12 #8 #13 #14 #15 #16 #17 #18 #19 #20 *Methodology: Forthisdata,Jumpshotcombinedthelargest30 trafficreferralsourcestositesontheweb (mobile+desktop),andisshowingthepercentof thosetop30combined(thus,thelongtailof referralsisn’trepresentedhere) *Biases: JumpshotdoesnotcollectdataoniOSdevices, somobileisbiasedtoAndroidanddesktopis biasedtoPC.DataisforFeb.1-28,2018,US only.
- 32. My Big Questions: Is search still growing? Is SEO opportunity growing or shrinking? How much? Who else (if anyone) sends significant referral traffic on the web? What are successful sites doing differently from 2-5 years ago? A) B) C)
- 33. The 6 Big Shifts in SEO
- 34. Page One isAvailable to Many, But Dominated by a Few #1
- 35. TwoYearsAgo, 16 Companies Dominated Google’s Results. Via Viperchill
- 36. In 2018, nearly every one of these sites ranks better for more keywords. Via Viperchill
- 37. 3 Ways to Fight Back Become a brand Go hyper-niche Use barnacle SEO #1 #2 #3
- 38. Become a Brand Via SELand
- 39. Go Hyper-Niche
- 40. Use Barnacle SEO
- 41. On-Page SEO is 75% Intent, 25% Keywords #2
- 42. I Filed SparkToro’s Trademarks in Early April Then I got this bill in the mail
- 43. Thank Goodness Google Knows What I Mean > What I Searched For Oh Damn!
- 50. 5 Steps to Intent Optimization List all of the tasksand problemsthe searcher isattempting to solve with their query #1 Visit all the pagesrankinginthe top10-20 results, andadd to yourlist anytasks they’re helping to solve #2 Use relatedsearches,searchsuggest,rankingcompetitors,andintuitionto prioritize the list #3 Write a title/headline that coversthe top 1-3,and optimize the page’slayout to addresstosolve the list inorder #4
- 51. Domains inherit and pass topical authority #3
- 52. Google: Websites Don’tAccumulate Ranking Signals
- 53. I Think That’s Semantic B*{{$#!^ Sigh…
- 54. Domains/BrandsAcquire RankingAbility Wait… What? Why Rick Riordan’s Site?
- 55. Hmm…. Via Moz’s Link Explorer
- 56. And They Earn Semantic Connections
- 57. Queries + Content +Associations =
- 58. Sometimes for Multiple Brands
- 59. Often, Crappy Content on the Right Site Beats Great Content on a Weak Site Mediocre But “Authoritative” Crappy But “Authoritative” Crappy But “Authoritative” Awful But “Authoritative” Mediocre But “Authoritative”
- 60. Decent Low Authority Ugh. But “Authoritative” Don’t Get Me Started But “Authoritative” Awful But “Authoritative” Solid Ranking b/c it’s “Fresh Content”
- 61. I’m Not Saying Moz’s DAis How GoogleAssigns RankingAbility to Sites: Via Moz’s Link Explorer
- 62. I’m Saying: RankingAbility is Not Website Agnostic. Take this exact content, with the same link profile, put it on a low DA site; it won’t rank.
- 63. And Domains Now Build Credibility with Topics More Than Raw LinkAuthority That’s why the sites that rank are so often the sites you *expect* to rank
- 64. OptionA: Build a Content Strategy that Earns Your Site the Right Signals If we create _________, provide unique value to __________, and market it to __________, we will, over time, earn the signals we need to rank for the keywords in our space.
- 65. Option B: Craft a PR Story that EarnsYour Site the Right Signals Reporters, bloggers, social sharers, & web-based influencers in our space are hungry for _________. If our story is _________, and we build relationships with __________, we can win the signals we need to rank in our space.
- 66. Option C: Leverage a Community to Build the Signals ForYou If we give people who __________ a place online with ___________, they will build content, amplify, and earn the ranking signals we need.
- 67. Links Still Work, But They’re Not Alone #4
- 68. Queries + Clicks
- 72. Pogosticking Guess I’ll try this one.
- 73. Pogosticking I hate all the popups and sign-in prompts, but at least it’s relevant.
- 76. Engagement
- 77. If You’re Winning on Links, Consider Are my competitors earning more branded searches?A) Am I losing searchers to pogo-sticking?B) Is my media coverage, amplification, & mentions the problem?C) Am I losing on visitor engagement?D)
- 78. We need to learn to influence searchers who don’t leave Google #5
- 79. You don’t need to outrank Nerdwallet, you need to rank *in* Nerdwallet
- 80. No need to get the click; just get a compelling listing.
- 81. If Arm+Hammer can convince Target to bid for them… PPC is as good as SEO!
- 82. Website clicks are irrelevant next to nailing these bits
- 83. If you could rank #1 or be listed in this box…
- 84. Steering thought patterns in the SERPs, even without the click, is probably a smart move
- 85. This is “reputation management SEO” now
- 86. Rand Fishkin | Founder & CEO Thank You!