Intro to Mozcon 2016

Rand's introduction to Mozcon, including 10 of the big trends in SEO in 2016, what Moz has improved, and what to expect at the show.

1. Rand Fishkin, Wizard of Moz | @randfish | [email protected] Moz , Mozcon , & SEO in 2016 The latest updates from Moz , what to expect at Mozcon , & some amazing data about what’s happening in the world of search.

2. Big Updates in the Search World 10

3. #1a: Search & Direct Keep Rising as Traffic Sources…. Social Not So Much. Via SimilarWeb

4. #1b: Dark Traffic is Still a Huge Issue Via Bit.ly 38% of my social traffic is “dark.”

5. #2: Google’s Going All ML All the Time Via Backchannel

6. #3: AdWords is Redacting Data Like It’s the CIA Via Nick Eubanks

7. #4a: Ten Blue Links? Exists in Only ~3% of Searches It’s like spotting a snow leopard in the wild. Via Mozcast

8. #4b: But Most SEOs Still Ignore SERP Features Via Twitter

9. #5: Quality is a Sitewide Metric Via Everett Sizemore

10. #6a: SEO Continues to Dominate Other Forms of Web Marketing in Search Interest Via GGTrends

11. #6b: But Job Postings Show the Inverse Via Indeed Trends

12. #7a: RankBrain + Hummingbird Are Changing How Content Can Rank Google’s been “smart” like this for a while, and keeps improving

13. #7b: More Content Can Rank for a Variety of Queries Than Ever Before These 4 queries, and dozens more with the same searcher intent now return nearly identical results

14. #8a: SEO is a Highly In-Demand Practice More highly ranked in 2015 than ever before Via LinkedIn

15. #8b: It Remains More of a Skill than a Title 10X more LinkedIn profiles with SEO as a skill than SEO in the job title

16. #9a: PPC Continues Leveling Off Trend Via Merkle

17. #9b: To Keep Up, Google’s Getting Ever More Subtle With Paid Ad Formatting

18. #10: Thanks to Clickstream Data, We Finally Know More About How Searchers Engage with Google

19. Keyword Length of Search Queries in 2016 1-Word Queries 21.71% 2 -Word Queries 23.98% 3-Word Queries 19.60% 4-Word Queries 13.89% 5-Word Queries 8.70% 6+ Word Queries 12.12%

20. Search Activity The average searcher performs ~3 queries per day on their desktop/laptop

21. Distribution of Clicks on Paid Results 1.19% of Google.com US Searches result in an ad click

22. Distribution of Clicks on Organic Results ~51% of all the clicks that happen on Google.com US search results go to organic, non-Google results

23. Distribution of Clicks on Organic Results But 49% of clicks go to Google properties of one kind or another (Maps, YouTube, Ads, etc )

24. Lots of No-Click Searches in 2016 ~40% of searches result in no clicks at all For weather queries like this, it’s ~75%

25. Search Suggest May Be Biasing ~25% of desktop queries come through Chrome Instant, and many of those that load result in no clicks (as searchers are still typing/refining/choosing)

26. Top Sites Receiving Google Search Traffic: 1) youtube.com 2) wikipedia.org 3) facebook.com 4) amazon.com 5) stackoverflow.com 6) pinterest.com 7) reddit.com 8) ebay.com 9) zillow.com 10) imdb.com 11) linkedin.com 12) yelp.com 13) xvideos.com 14) quora.com 15) tripadvisor.com 16) walmart.com 17) answers.yahoo.com 18) pornhub.com 19) nih.nlm.ncbi.gov 20) netflix.com Together, these 20 sites account for 22.8% of all Google search traffic referrals

27. Google Search Referral Traffic Distribution Top 20 Websites 22.8% Top 100 Websites 30.59% Top 1,000 Websites 45.58% Top 10,000 Websites 62.66%

28. Facebook’s Referral Traffic Distribution is Even More Biased to the Top Top 20 Websites 16.39% Top 100 Websites 30.97% Top 1,000 Websites 59.4% Top 10,000 Websites 81.0%

29. Russ Jones is Writing a Post on Moz with Lots More Details About Searcher Behavior Right, Russ?

30. This Data Lets Us Be Vastly More Accurate with CTR Estimation & KW Volume Scores Clickstream data can be modeled against AdWords impressions to build more accurate volume ranges And lets us analyze a SERP’s features to predict the CTR Opportunity of the organic results.

31. The Past Year at Moz

32. Some Painful Goodbyes

33. Some Great Folks for Hire

34. More Wood; Fewer Arrows

35. A Refocus on SEO

36. A Guy Who Might Finally Get to Shave His Mustache

37. Some of Our Progress in Moz Local:

38. Radically improved the process of distributing listings . Moz Local is now much more transparent about the exact state of your listing’s accuracy on each partner.

39. Working w/ Duplicate Listings is Now Way Easier Moz Local customers have closed more than 200,000 duplicates!

40. Launched Moz Local Insights : Traffic, rankings, & reviews per location/zip/city/region are now easily aggregated

41. And Moz Pro:

42. An Upgraded, More Full-Featured Mozbar

43. Keyword Explorer

44. Dozens of Pro Campaign Improvements

45. We Now Track the 16 Most Common SERP Features in Keyword Rankings

46. We’ve Got More Accurate KW Volume Ranges than What Google Provides

47. As of Last Week, Available in Pro Campaigns, Too: Boom!

48. Related Topics for Better On-Page SEO

49. Date Ranges for Rankings & Traffic Data

50. More, More Stable, Better Upgrades, Released More Often Get used to seeing a lot more of this yellow “NEW” box in Moz Pro & Moz Local

51. But We Still Have a Ways to Go:

52. Leader Contender Passable Subpar Keyword Research Site Crawl & Audit Rank Tracking On-Page SEO Link Data Competitive KW Corpus Reporting & Exports Workflow Management Moz Pro in 2016

53. What’s Happening at Mozcon 2016

54. Amazing Speakers (as always)

55. Ask Questions to Speakers Via the Mozcon App (available in the iPhone app store & Google Play)

56. Live Closed Captions Will Be Transcribed & Appear on the Screen

57. Monday Night: The MozCrawl

58. Tuesday Night: Mozcon Ignite

59. Wednesday Night: Bash at the Garage

60. SWAG: Including a LEGO Roger 

61. The Mozcon Video Game: Roger Patrol moz.com/roger-patrol

62. The Moz Hub : Help Us Make Your SEO Life Better

63. Demo Some Killer Tools & Services from Our Invite-Only Mozcon Partners

64. We Love Taking Photos

65. We Love Tweets # Mozcon

66. We Love The Fistbump

67. And We’d Love Your Feedback

68. Get Ready for an Amazing Mozcon . Thank You!