SEO on the SERPs - Brighton SEO Closing Talk
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Rand Fishkin discusses the deteriorating relationship between Google and content creators, highlighting how Google's dominance has led to reduced organic click-through rates and an increase in 'no click' searches. He emphasizes the challenges marketers face in earning organic traffic from major platforms and outlines strategies to adapt, including focusing on branded demand creation and leveraging various content formats. Fishkin expresses a cautious outlook on the current landscape but retains optimism about the long-term opportunities in organic marketing.
SEO on the SERPs - Brighton SEO Closing Talk
- 1. Rand Fishkin | Founder & CEO On-SERP SEO The Infuriating Reality of Search’s Future
- 2. We Had a Deal!
- 3. Google gets to: Crawl our sites for free Use our hosting bandwidth free Scrape our content w/o trademark consequence Rely on us to optimize to their standards in exchange…
- 4. Those who solve searchers’ problems earn clicks with their content
- 5. But Google’s been changing the deal…
- 6. This deal’s getting worse all the time…
- 7. Google’s Free Traffic Was a Trojan Horse…
- 8. With 3-4 Serious Competitors, Google Couldn’t Afford to Piss Off Content Creators
- 9. But, Once They Got 90% Market Share… 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%
- 10. And even better results wouldn’t make folks switch… Via AdAge
- 11. Google was free to wallow in its crappy treatment of websites & content creators
- 12. How Bad Is It?
- 13. Via Rand’s Blog In 2017, for every paid ad click on Google, there were ~20 clicks to an organic result.
- 14. In Q3/4 2017, there were (seasonally) fewer clicks available for SEO for perhaps the first time ever. Via Rand’s Blog
- 15. Google’s Desktop CTRs February 2018: Paid: 3.82% Organic: 65.72% No Click Searches: 34.28% *Note:Sumsare greaterthan100%assearcherscan clickmultipleresultsperquery
- 16. Google’s Mobile CTRs February 2018: Paid: 3.12% *Note:Sumsare greaterthan100%assearcherscan clickmultipleresultsperquery
- 17. Google’s Mobile CTRs February 2018: *Note:Sumsare greaterthan100%assearcherscan clickmultipleresultsperquery Paid: 3.12% Organic: 38.97% No Click Searches: 61.03%
- 18. The Scary Part: Organic Paid No Clicks Mobile Desktop February 2016 February 2018 Organic Paid No Clicks 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.
- 19. Across All 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.
- 20. Where Are These Changes Happening? More heavily on mobile than desktop More on popular queries than long tail Near-equally on informational & transactional queries
- 22. Video Oh really?
- 23. Weather
- 24. Flights
- 25. Flights
- 26. Sports
- 27. Hotels
- 28. Hotels
- 29. Famous & Notable People The NLP tech used to extract these snippets should scare the $#^% out of every publisher
- 36. Jobs
- 38. Best (fill in the blank)…
- 39. Best (fill in the blank)…
- 40. Best (fill in the blank)…
- 41. Best (fill in the blank)…
- 42. Best (fill in the blank)…
- 43. Almost Every Fat Head-Chunky Middle Consumer Product
- 44. Almost Every Fat Head-Chunky Middle Consumer Product
- 45. And many, many more…
- 46. And It’s Not Just Google…
- 47. Facebook Killed Organic Reach Via AdGo
- 48. Then They Killed Referral Traffic Via Nieman Lab
- 49. Instagram Has Always Prevented Outlinking
- 50. Twitter & LinkedIn Now Bias to On-Site Content Via MarginallyCoherent
- 51. Reddit Wants to Keep You on Reddit Via Reddit
- 52. YouTube Cuts Off Descriptions to Avoid Making Links Visible in the Default View
- 53. And, of course, Amazon
- 54. The Next Generation of Voice Devices Will Only Make This More Painful Via Pew Research
- 55. Two Conflicting Truths For Modern Marketers:
- 56. #1 It’s Never Been Harder to Earn Organic Traffic From the Web’s Major Players
- 57. #2 It’s Never Been More Important to Make Your Website (& Email List) the Center of Your Campaigns
- 58. How Can We Respond?
- 59. Leverage Every Scrap of Traffic Google (and others) Still Send
- 60. Use CTR % Estimates in Your KW Research This metric uses clicksteam data to estimate the % of searchers who’ll click on the standard, non-paid, organic SERPs
- 61. Shift Content Marketing to KWs Google Is Less Likely to Cannibalize
- 62. Double Down on Branded Demand Creation
- 63. Invest in Organic Now, So You’re Stronger As More Traffic Goes Paid-Only (or Google-Only)
- 64. Invest in On-SERP SEO
- 65. #1: Control What Appears For Your Brand ID sites that rank in your space, & build profiles on them Claim Your Panels Leverage the Rich Snippets Google Offers
- 66. #2: If Google Biases to YouTube, Images, G News, Maps, etc… Create Content For Those Platforms
- 67. #3: When KWs Show Aggregated Answers, Influence the Publishers Below to Get Listed To Get Into These… Get Mentioned + Listed In These
- 68. #4: If You’re Using Featured Snippets, Entice the Click! Some accents are better than others? I have to know where mine ranks!
- 69. #5: If Other Sites Can Rank, But You Can’t, Use Barnacle SEO Every one of these sites enables user or guest editorial contributions
- 70. All That Said… I’m a Short-Term Pessimist, But a Long-Term Optimist
- 71. Organic Marketing Opportunities Will Always Exist
- 72. And They’ll Always Give Outsized Benefit to Those Who Invest Wisely Via SparkToro
- 73. SEO Will Be a Crucial Skill For At Least Another 10 Years (Probably More)
- 74. Especially in Emerging Markets & Mid-Long Tail of KW Demand
- 75. The Harder a Tactic Becomes… The More of a Competitive Advantage It Is
- 76. Rand Fishkin | Founder & CEO Thank You!