Rand Fishkin presented data on key trends in search engine optimization and search behavior in 2017. Some of the main trends discussed included the rise of predictive intent and implied queries based on user location and history, the growth of voice assistants and voice search, and uncertainty around the future of net neutrality regulations. Fishkin also highlighted the increasing importance of ranking in featured snippets and answer boxes in search engine results pages.
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The Search Landscape in 2017
1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
The Search Landscape in 2017
What’s changed (and changing) in SEO, searcher behavior, technology, &
marketing
4. How Many Searches Happen on Google.com?
In May, Google told SearchEngineLand it
was 2+ Trillion…
Source
5. How Many Searches Happen on Google.com?
Source
That’s 480-720B searches/year on just Google.com US
6. Google.com US Search Session Data:
Average Session Length:
% of Search Clicks on Google
Properties (YouTube, Maps, etc):
% of Searches Resulting in a
Query Change Before a Click:
% of Searches Resulting in a
Pogostick (click->back->click)
~55 seconds
11.8%
*
21%
8%
*11.8% of distinct search
queries, 8.4% of all searches
8. Google Search Activity
The average searcher does ~3.4 queries per
day on their desktop and mobile (each).
36. 16 Features Every SEO Should Consider:
Videounits
SERPFeature Type How toGet In
“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
61. Elements We Believe Google Uses
in Predictive Intent:
Location & Prior Behavior of Users inThat Location
DeviceAttributes:Type,O/S, Speed,InstalledApps, etc
Search,App, & Browser History
Gmail Behavior (& possibly all keyboard behavior)
Temporal Elements &Time-Based Patterns
85. If Net Neutrality is Eliminated in the US, What
Will It Mean for Site Owners?
ISPswill chargesubscribersmore to visitsites outsidethe
includedbundles,massivelyloweringtraffic opportunities.
Alot of SEO will shift to sites included by ISPdefaults
Sites targeting top 20-30% earners will be less affected
Paying ISPs may be required to achieve the most traffic
Google may show sites’status w/ the ISPin the SERP