Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads.
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
What Startup Execs Need to
Know About SEO in 2017
Slides online at
bit.ly/execseo2017
Google Dominates Online
Traffic Referrals#1
Where Do People Search?
Breakdown of Searches
on Major Web Properties
(October 2016)
Breakdown of Searches
on Major Web Properties
(May 2017)
GoogleCore
Oct2016 May2017
GoogleImages
Yahoo
Bing
GoogleMaps
Amazon
Facebook
Gained/Lost
58.9%
27.7%
2.6%
2.3%
2.2%
1.9%
...
GoogleCore
Oct2016 May2017
GoogleImages
Yahoo
Bing
GoogleMaps
Amazon
Facebook
Gained/Lost
58.9%
27.7%
2.6%
2.3%
2.2%
1.9%
...
GoogleCore
Oct2016 May2017
GoogleImages
Yahoo
Bing
GoogleMaps
Amazon
Facebook
Gained/Lost
58.9%
27.7%
2.6%
2.3%
2.2%
1.9%
...
GoogleCore
Oct2016 May2017
GoogleImages
Yahoo
Bing
GoogleMaps
Amazon
Facebook
Gained/Lost
58.9%
27.7%
2.6%
2.3%
2.2%
1.9%
...
Google’s Growth
So far, 2017 is trending ~10-15% higher than
2016, not including voice or Apple devices
Total Searchers vs.Active Searchers
United States
Canada
United Kingdom
Average
Searches/Month
%ofSearchersw/10+
Searches/...
Google CTR Breakdown
Relatively flat excluding seasonality = SEO not
being cannibalized by Google’s own results
What are the Web’s Top
Traffic Referrers?
Google.com
Oct2016 May2017
Facebook.com
Reddit.com
YouTube.com
Imgur.com
Bing.com
Wikipedia.org
Gained/Lost
59.2%
6.5%
5.4...
Google.com
Oct2016 May2017
Facebook.com
Reddit.com
YouTube.com
Imgur.com
Bing.com
Wikipedia.org
Gained/Lost
59.2%
6.5%
5.4...
Google.com
Oct2016 May2017
Facebook.com
Reddit.com
YouTube.com
Imgur.com
Bing.com
Wikipedia.org
Gained/Lost
59.2%
6.5%
5.4...
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% 1...
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% 1...
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% 1...
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% 1...
Google SearchActivity
The average searcher does ~3.4 queries per
day on their desktop and mobile (each).
Mobile CTR
2.0% on Paid
40.9% on Organic
57.1% Don’t Click
2.8% on Paid
Desktop CTR
62.2% on Organic
35% Don’t Click
CTR on Google Mobile vs. Desktop
There may be more traffic opportunity from
desktop STILL due to higher CTR Source
Rankings Are Determined
By a Few, Broad Areas of
Input
#2
The 8 BroadAreas of Google’s RankingAlgorithm
(forclassic,ten-blue-links styleresults):
Links
Quality of Host
Domain
Query...
Does the text match what Google’s MLsystems
calculate to be relevant, high-quality, & a match for
the searcher’s intent?
C...
Editorially-given, anchor-text-rich, followed links
from high quality sources still matter to Google
(esp. in competitive ...
If Google sees high rates of pogo-sticking or other
signals that your page/site isn’t solving search
queries, they’ll like...
Using the searcher’s keywords intelligently on
your page still matters for rankings (and for CTR in
the results)
Keywords
Domains accrue signals of quality & value.
Powerful domains may give the pages they host a
boost in ranking ability.
Quali...
Google wants to see sites provide an easy-to-use,
intuitive experience on every device, at every
speed, without impediment...
Speed & accessibility to crawlers still matters, and
Google still doesn’t handle non-text, or non-HTML-
link accessible pa...
The geography, device, search history, and timing
of a searcher’s query can all change Google’s
results significantly.
Per...
Ranking in Classic
Results May No Longer
Be Enough to Win
#3
18 Unique Types of SERPs that
Show Up in 0.5%+ of Google’s
Results
One of my favorites: the “disaster type” answer
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 only)
And on mobile, even more
kinds of searches are limited
to particular networks
(Google Play & iPhone App
Store).
Analyze Which Types of SERPsAppear Most in the
Keywords You CareAbout
These show me how many of
each SERP type appears in
...
Then Determine What Verticals & SERPTypes You
Need to Optimize For
It might pay to
generate some
visual charts in
addition...
We expected answers
like these would
siphon away traffic
from our site… In
reality, we got more!
Useful Snippets are one...
But some answers really do
remove traffic (estimates of
50%+ traffic loss to web
results after SERP changes
like these)
Consider Click-Through-Rate When
Choosing Keywords
The organic results on this
page probably get only
~60% of the clicks f...
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 Useful Snippets
(and earn big CTR boosts)
They beat out Wikipedia by
phrasing the c...
More on How to Become theAnswer:
Via Dr. Pete (and more Dr. Pete)
SEO Doesn’t Work For
Every Organization#4
Some products don’t have enough explicit search volume:
Some find the SEO results too competitive to be worthwhile:
Some have chosen not to build the strength required in content
creation/marketing (for a variety of reasons):
Should Your Company Invest in Making
SEO a Core Competency?
Opportunity (search volume)
Opportunity Cost (other channels)
...
My Best Advice for
Building SEO Into Your
Company’s Marketing
#5
Contract First, Then Hire
Via Moz’s
Recommended List
Expect 6+ Months of Investment
w/ Little to No ROI
Your first few months will
probably look like this.
Focus on Your Marketing Flywheel,
Not on Finding an Elusive Growth Hack
Moz’s
Flywheel
KW Research +
Industry Intuition
Publish
Content
Promote via
Social Channels
Push to email +
RSS subscriber...
KW Research +
Industry Intuition
Publish
Content
Promote via
Social Channels
Push to email +
RSS subscribers
Earn Links +
...
KW Research +
Industry Intuition
Publish
Content
Promote via
Social Channels
Push to email +
RSS subscribers
Earn Links +
...
Moz is a Business Built on Content
Dollar Shave Club
was Built on a Press
& Media Flywheel
Via NYTimes
Dribbble was Built on a UGC/Community
Flywheel
But… Almost Every Flywheel Finds
a Point (or Points) of Friction
Publish
Content
Promote via
Social Channels
Push to email...
This is a Good Time for a
GROWTH HACK!
Hacks aren’t necessarily evil, spammy,
or without value.
They can be useful when applied to a
sound marketing strategy.
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Bit.ly/execseo2017
What Startup Execs Need to Know About SEO in 2017
Upcoming SlideShare
Loading in …5
×

What Startup Execs Need to Know About SEO in 2017

35,878 views

Published on

Rand's presentation to Foundry Group's portfolio of startup execs in August 2017, covering 5 important areas of knowledge around SEO at the executive level.

Published in: Marketing
  • Relationship guru Justin Sinclair reveals his secret tactics to help get your Ex back! Learn how ➤➤ http://t.cn/R50e2MX
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Did you know that once you lose your Ex, there is still a good chance you can get them back? Learn how ■■■ http://t.cn/R50e2MX
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Is Your Ex With a Woman? Don't lose your Ex boyfriend! This weird trick will get him back! ●●● http://t.cn/R50e2MX
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Get Your Ex Back Today, Relationship expert Justin Sinclair, shows you how with 3 easy steps. ♣♣♣ http://t.cn/R50e2MX
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • SECRET: Men usually out of emotion, not logic. Take advantage of this and get your Ex back today! See how at: ➤➤ http://goo.gl/FXTq7P
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

What Startup Execs Need to Know About SEO in 2017

  1. Rand Fishkin, Wizard of Moz | @randfish | [email protected] What Startup Execs Need to Know About SEO in 2017
  2. Slides online at bit.ly/execseo2017
  3. Google Dominates Online Traffic Referrals#1
  4. Where Do People Search?
  5. Breakdown of Searches on Major Web Properties (October 2016)
  6. Breakdown of Searches on Major Web Properties (May 2017)
  7. 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
  8. 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
  9. 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
  10. 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
  11. Google’s Growth So far, 2017 is trending ~10-15% higher than 2016, not including voice or Apple devices
  12. Total Searchers vs.Active Searchers United States Canada United Kingdom Average Searches/Month %ofSearchersw/10+ Searches/Month 103-119 120-139 120-135 ~39% ~40% ~41%
  13. Google CTR Breakdown Relatively flat excluding seasonality = SEO not being cannibalized by Google’s own results
  14. What are the Web’s Top Traffic Referrers?
  15. Google.com Oct2016 May2017 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% 62.6% 5.9% 4.1% 4.7% 1.5% 2.1% 1.4% 5.0% +3.4% -0.6% -1.3% +0.2% -0.6% -0.1% +0% -1.0% Amazon.com 1.3% 1.4% +0.1%
  16. Google.com Oct2016 May2017 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% 62.6% 5.9% 4.1% 4.7% 1.5% 2.1% 1.4% 5.0% +3.4% -0.6% -1.3% +0.2% -0.6% -0.1% +0% -1.0% Amazon.com 1.3% 1.4% +0.1% This is when Reddit stopped using Imgur for all its image hosting
  17. Google.com Oct2016 May2017 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% 62.6% 5.9% 4.1% 4.7% 1.5% 2.1% 1.4% 5.0% +3.4% -0.6% -1.3% +0.2% -0.6% -0.1% +0% -1.0% Amazon.com 1.3% 1.4% +0.1% In 7 months, Google gained more share than all but the top 5 even have 
  18. 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% NotAll Referrers Send Traffic Equally (data below from May 2017)
  19. 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% NotAll Referrers Send Traffic Equally (data below from May 2017) Google distributes traffic pretty evenly
  20. 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% NotAll Referrers Send Traffic Equally (data below from May 2017) Facebook is strongly biased to the top
  21. 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% NotAll Referrers Send Traffic Equally (data below from May 2017) Reddit & YouTube even more so
  22. Google SearchActivity The average searcher does ~3.4 queries per day on their desktop and mobile (each).
  23. Mobile CTR 2.0% on Paid 40.9% on Organic 57.1% Don’t Click
  24. 2.8% on Paid Desktop CTR 62.2% on Organic 35% Don’t Click
  25. CTR on Google Mobile vs. Desktop There may be more traffic opportunity from desktop STILL due to higher CTR Source
  26. Rankings Are Determined By a Few, Broad Areas of Input #2
  27. The 8 BroadAreas of Google’s RankingAlgorithm (forclassic,ten-blue-links styleresults): Links Quality of Host Domain Query Satisfaction User Experience Personalization Technical & Crawl KeywordsContent
  28. Does the text match what Google’s MLsystems calculate to be relevant, high-quality, & a match for the searcher’s intent? Content
  29. Editorially-given, anchor-text-rich, followed links from high quality sources still matter to Google (esp. in competitive results) Links
  30. If Google sees high rates of pogo-sticking or other signals that your page/site isn’t solving search queries, they’ll likely rank you lower Query Satisfaction Via WB Friday
  31. Using the searcher’s keywords intelligently on your page still matters for rankings (and for CTR in the results) Keywords
  32. Domains accrue signals of quality & value. Powerful domains may give the pages they host a boost in ranking ability. Quality of Host Domain Via OSE
  33. Google wants to see sites provide an easy-to-use, intuitive experience on every device, at every speed, without impediment. User Experience
  34. Speed & accessibility to crawlers still matters, and Google still doesn’t handle non-text, or non-HTML- link accessible pages well. Technical & Crawl
  35. The geography, device, search history, and timing of a searcher’s query can all change Google’s results significantly. Personalization
  36. Ranking in Classic Results May No Longer Be Enough to Win #3
  37. 18 Unique Types of SERPs that Show Up in 0.5%+ of Google’s Results One of my favorites: the “disaster type” answer
  38. In our data, only ~3% of results are the “classic ten blue links” kind
  39. SERPs like these are far more common
  40. These types of results can dramatically reduce organic CTR (in this case, Moz estimates only ~24% organic CTR)
  41. Infuriatingly, Google’s restricted who can appear in certain types of listings (e.g. video is now YouTube or Vimeo only)
  42. And on mobile, even more kinds of searches are limited to particular networks (Google Play & iPhone App Store).
  43. 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 KWE)
  44. 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…
  45. We expected answers like these would siphon away traffic from our site… In reality, we got more! Useful Snippets are one of the most powerful forms of this:
  46. But some answers really do remove traffic (estimates of 50%+ traffic loss to web results after SERP changes like these)
  47. Consider Click-Through-Rate When Choosing Keywords The organic results on this page probably get only ~60% of the clicks from searchers
  48. Consider Click-Through-Rate When Choosing Keywords But, the organic results here are likely getting 100% of the clicks
  49. You can make these estimates yourself when evaluating keywords for SEO effort:
  50. Or you can use a tool like Keyword Explorer to get the CTR Opportunity scores 100% CTR Opportunity 60% CTR Opportunity
  51. It’s Possible to Use SEO to Get Into Useful Snippets (and earn big CTR boosts) They beat out Wikipedia by phrasing the content to match the *answer* Google wanted for this search query
  52. More on How to Become theAnswer: Via Dr. Pete (and more Dr. Pete)
  53. SEO Doesn’t Work For Every Organization#4
  54. Some products don’t have enough explicit search volume:
  55. Some find the SEO results too competitive to be worthwhile:
  56. Some have chosen not to build the strength required in content creation/marketing (for a variety of reasons):
  57. Should Your Company Invest in Making SEO a Core Competency? Opportunity (search volume) Opportunity Cost (other channels) Passion & Interest Cost of Acquisition vs. Lifetime Value
  58. My Best Advice for Building SEO Into Your Company’s Marketing #5
  59. Contract First, Then Hire Via Moz’s Recommended List
  60. Expect 6+ Months of Investment w/ Little to No ROI Your first few months will probably look like this.
  61. Focus on Your Marketing Flywheel, Not on Finding an Elusive Growth Hack
  62. Moz’s Flywheel KW Research + Industry Intuition Publish Content Promote via Social Channels Push to email + RSS subscribers Earn Links + Amplification Grow social, email, RSS, & WoM channels Grow Domain Authority Earn Search & Referral Traffic Rank for More Competitive KWs
  63. KW Research + Industry Intuition Publish Content Promote via Social Channels Push to email + RSS subscribers Earn Links + Amplification Grow social, email, RSS, & WoM channels Grow Domain Authority Earn Search & Referral Traffic Rank for More Competitive KWs In 2006, I was lucky if new content led to any links or rankings at all
  64. KW Research + Industry Intuition Publish Content Promote via Social Channels Push to email + RSS subscribers Earn Links + Amplification Grow social, email, RSS, & WoM channels Grow Domain Authority Earn Search & Referral Traffic Rank for More Competitive KWs But, by 2017, nearly every post earns a handful of links, & some earn a lot!
  65. Moz is a Business Built on Content
  66. Dollar Shave Club was Built on a Press & Media Flywheel Via NYTimes
  67. Dribbble was Built on a UGC/Community Flywheel
  68. But… Almost Every Flywheel Finds a Point (or Points) of Friction Publish Content Promote via Social Channels Push to email + RSS subscribers Crap… We’re not reaching anyone who will link/amplify us 
  69. This is a Good Time for a GROWTH HACK!
  70. Hacks aren’t necessarily evil, spammy, or without value. They can be useful when applied to a sound marketing strategy.
  71. Rand Fishkin, Wizard of Moz | @randfish | [email protected] Bit.ly/execseo2017
ukrterminal.kiev.ua

www.progressive.ua

×