How to Survive Google's Trojan Horsing of the Web
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Rand's presentation from Mozcon 2017 on how Google enters and often crowds out competitors in vertical search spaces (and how marketers can fight back against this threat).
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How to Survive Google's Trojan Horsing of the Web
- 1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com How to Survive Google’s Trojan Horsing of the Web
- 2. What Has Google Been Up To?
- 3. Breaking Into Job Listings
- 12. But Google is Still the Unquestionable Behemoth
- 17. 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
- 18. 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
- 19. 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
- 20. Google’s Growth So far, 2017 is trending ~10-15% higher than 2016, not including voice or Apple devices
- 21. TotalSearchers vs.Active Searchers UnitedStates Canada UnitedKingdom AverageSearches/Month %ofSearchersw/10+ Searches/Month 103-119 120-139 120-135 ~39% ~40% ~41%
- 22. Google CTRBreakdown Relatively flat excluding seasonality = SEO not being cannibalized by Google’s own results
- 23. What are the Web’s Top Traffic Referrers?
- 25. 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
- 26. 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
- 27. 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% NotAllReferrers SendTrafficEqually (databelowfromMay2017)
- 28. 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% NotAllReferrers SendTrafficEqually (databelowfromMay2017) Google distributes traffic pretty evenly
- 29. 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% NotAllReferrers SendTrafficEqually (databelowfromMay2017) Facebook is strongly biased to the top
- 30. 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% NotAllReferrers SendTrafficEqually (databelowfromMay2017) Reddit & YouTube even more so
- 31. Web Marketers Live in Google’s World…
- 32. And That’s Becoming More Dangerous
- 35. Via TheOutline
- 36. DICK MOVE!
- 38. Local Events Eventbrite and Meetup… Huh. Via TheVerge
- 39. Job Listings Via Techcrunch Something tells me this will not go well for them…
- 40. Weather
- 41. Sports Seems like a fair deal…
- 43. Google: “Doagreatjob answering the searcher’s query &we’llrankyou high*” *Unlesswehaveourownresults;then wegettobefirst.
- 44. Google: “Structure data likethis&we’llmake your listings morevisible!” Via Google
- 45. Google: “These results arebest forourusers. (They fellfor itagain!)” NBC has, BTW, put the proper video markup on their pages.
- 46. Site Operators Face a Prisoner’s Dilemma
- 48. …andrisk Google using your data tobuildafeature that killsyour traffic
- 51. Fear Isn’t the Only Thing Stopping Publishers
- 52. Some Queries Deserve More thana SimpleAnswer (evenifthat’swhatsearcherswant)
- 53. e.g. Climatechange searches Via Quartz
- 55. e.g. Dangerously incomplete answers
- 56. e.g. Misleading “instantsolutions” I do have some feedback; this sucks! It’s incomplete, wrong, & frustratingly reductive.
- 57. This is what a mortgage calculator should do:
- 60. Measured by:Traffic Driven Examples inAction: HowsomesitesavoidthedangerousdancewithGoogle’sdevilish proposition
- 61. Index.co
- 63. Redfin
- 66. Eater
- 69. Shutterstock
- 71. TheMuse
- 73. 10 Tactical Tips to Thrive in Google’s World
- 74. #1:Prioritize buckets ofKWs w/complex task completion requirements These are easy to answer. Google could do it with a snippet or a voice answer.
- 75. #1:Prioritize buckets ofKWs w/complex task completion requirements But underwater zombies? That’s a query that demands more attention.
- 76. #2:Serve“instantanswer”contentwhilesimultaneously enticingtheclick “and heck…” what? I must know!
- 77. #3:InvestincontentGoogleeithercan’tshowin SERPsorthatbuildsyourbrandwhentheydo Even if Google launches their own Lyft competitor, being included here builds Lyft’s brands & customers in the meantime.
- 78. Interactive content is deviously hard to steal in a SERP, & immensely valuable to those who are seeking to solve this problem. Via LetsCrunchIt
- 80. This should scare the $#%^ out of Eater
- 81. Memeorandum offers a navigational UX that Google can’t truly compete against
- 82. By serving conscious & unconscious needs, Etsy provides a UX that Google can’t compete with
- 83. #5:Drivevisitors toowned,subscription channels For as long as Google offers ways to drive traffic to your site (vs. host content with them), we’ll take it!
- 84. No matter what channel you use to broadcast or distribute, make sure the traffic always goes back to a domain & UX you own+control
- 86. #7:Bias search suggest inyour favor through linguistic branding
- 87. Hat tip to Gianluca Fiorelli for spotting this campaign & its influence on search suggest + related
- 88. #8:Use influencer marketing tobecome the brand searchers recognize
- 89. Mainstream Foodies Fancy-Pants Types Sous Vide Aficionados Paleo Foodies Relevant Locavores
- 91. #9:Innovate attheproblem-level vs.the solution-level (b/c Googledoesthereverse) Google solves this query at the solution level
- 92. Youwantahigh%ofvisitorstocomeaway fromyourexperiencethinking: Why wouldIever Google ___________ when___________ solves thisproblem socompletely and elegantly? search query your site
- 93. Dribbble solves it at the problem level
- 94. Before your audience needs a solution, they have a problem. BeatGoogle tothepunch. Bethere forthe problem’sdiscovery.
- 97. #10: IfGoogle’s already inyourspace, findwhattheyfailto deliver &double-down Fine for a quick answer, but lacks depth…
- 98. What are all those deeper, next questions folks have AFTER they search for weather? Wunderground knows, and nails ‘em.
- 100. Measured by:Traffic Driven Don’t Just Fight Off the Dragon…
- 101. Measured by:Traffic Driven Make it bring you to the skies.
- 102. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com You Got This!