Dark Traffic: Dark Search, Dark Social, Dark Mobile By Marshall Simmonds
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Transcript of Dark Traffic: Dark Search, Dark Social, Dark Mobile By Marshall Simmonds
#SMX #23C3 @mdsimmonds
Run…..Rabbit Run!
-DARK TRAFFIC-
Dark Search
Dark Social
Dark Mobile
Although this is a template, these slides have been created as examples to show you what’s possible within the template. PLEASE DELETE ALL EXAMPLE SLIDES AND NOTES BEFORE CREATING OR IMPORTING YOUR OWN DECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! The template works best if you use it to create a presentation from scratch. However, this blank layout offers you flexibility to insert your own slides above the SMX footer. You must use this footer at on almost all of your slides. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately! Before you do anything else, replace “#XXa” in the footer with your session’s specific hashtag. In PowerPoint, Select VIEW>SLIDE MASTER to edit and include it on all slides of your presentation. Also add your @twitterhandle (or @companyhandle if you prefer). Ask your session coordinator for the session’s specific hashtag! This template is high-resolution 16:9. DO NOT change it to 4:3. Also note that if you import a 4:3 presentation into 16:9 you may encounter display issues. The template uses Century Gothic & Corbel as default fonts. Arial is a secondary font that may appear. Note that older versions of PowerPoint may not have these as an option; change to Arial or other standard sans-serif-font. When inserting text, you *MUST* use only standard fonts. We cannot guarantee event laptops will have specialty fonts installed, nor can we do so onsite. Powerpoints with animations may not translate well to pdf/slideshare format – you may also submit a 2nd version / scrubbed deck more appropriate for posting online by SMX production staff.
Example Title Slide:
Although this is a template, these slides have been created as examples to show you what’s possible within the template. PLEASE DELETE ALL EXAMPLE SLIDES AND NOTES BEFORE CREATING OR IMPORTING YOUR OWN DECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! The template works best if you use it to create a presentation from scratch. However, this blank layout offers you flexibility to insert your own slides above the SMX footer. You must use this footer at on almost all of your slides. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately! Before you do anything else, here’s how to replace “#XXa” in the footer with your session’s specific hashtag. In PowerPoint, Select VIEW>SLIDE MASTER to edit SLIDE #1 to include it on all slides of your presentation. Also add your @twitterhandle (or @companyhandle if you prefer). Ask your session coordinator for the session’s specific hashtag! This template is high-resolution 16:9. DO NOT change it to 4:3. Also note that if you import a 4:3 presentation into 16:9 you may encounter display issues. The template uses Century Gothic & Corbel as default fonts. Arial is a secondary font that may appear. Note that older versions of PowerPoint may not have these as an option; change to Arial or other standard sans-serif-font. When inserting text, you *MUST* use only standard fonts. We cannot guarantee event laptops will have specialty fonts installed, nor can we do so onsite. Powerpoints with animations may not translate well to pdf/slideshare format – you may also submit a 2nd version / scrubbed deck more appropriate for posting online by SMX production staff.
#SMX #23C3 @mdsimmonds
Original Searcher
@CJSherman
#SMX #23C3 @mdsimmonds
It’s Invisible Y’all
#SMX #23C3 @mdsimmonds
Direct Traffic 2013-2014
2013
2014
#SMX #23C3 @mdsimmonds
Was ist Dunkle Verkehr?
Dark Search
Dark Mobile
Dark Social
Direct traffic Apps
Browsers Image Search Secure Search Misinformation
Apps Twitter
Referral Traffic Android
iOS
Email IM
Direct Traffic Sharing Apps
Facebook SnapChat WhatsApp
#SMX #23C3 @mdsimmonds
Here's what we see, here's what we think. Our approach is observations, not necessarily solutions.
#SMX #23C3 @mdsimmonds
Goal
talk to clients
talk to your boss
talk to non-technical people
HOW TO
#SMX #23C3 @mdsimmonds
Methodology System Wide Overview All Time
# of Sites
# of Categories
149
78
Total Page Views
Total Visits
Total Search Visits
307 billion
83 billion
22 billion
Total Social Visits 56 billion
Total Mobile Visits 41 billion
#SMX #23C3 @mdsimmonds
Dark Search
#SMX #23C3 @mdsimmonds
Misinformation
#SMX #23C3 @mdsimmonds
Not Provided
#SMX #23C3 @mdsimmonds
Search Marketshare
#SMX #23C3 @mdsimmonds
Google 92%
Yahoo 4%
Bing 4%
Other 0%
Search Marketshare
TOTAL 2015: 3,757,962,322
referrals
#SMX #23C3 @mdsimmonds
BuzzFeed Shenanigans
http://recode.net/2015/09/16/this-week-on-recode-decode-ceo-jonah-peretti-explains-how-buzzfeed-won-the-internet/
http://recode.net/2014/02/02/the-year-facebook-blew-past-google/
#SMX #23C3 @mdsimmonds
BuzzFeed Shenanigans
Source: SimilarWeb
#SMX #23C3 @mdsimmonds
BuzzFeed Shenanigans
Source: SimilarWeb
#SMX #23C3 @mdsimmonds
BuzzFeed Shenanigans
Source: SimilarWeb
#SMX #23C3 @mdsimmonds
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100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
Google v. Facebook Traffic Referrals, May 2013 - Jun 2015
Google Facebook
Google v. Facebook Traffic Referrals
Google Facebook
Source: Define Media Group Digital Index
#SMX #23C3 @mdsimmonds
0
1,000,000,000
2,000,000,000
3,000,000,000
4,000,000,000
5,000,000,000
6,000,000,000
7,000,000,000
8,000,000,000
9,000,000,000
10,000,000,000
Vide
o N
ews
Ente
rtai
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ealth
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Fo
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Bre
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Bus
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New
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logy
H
ome
and
Gar
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Tele
visi
on
Bea
uty
Polit
ics
Wom
en
Mon
ey /
Fina
nces
R
ecip
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Love
/ R
elat
ions
hips
Tr
avel
Lo
cal
Spor
ts
Aut
omot
ive
Wea
ther
Fi
tnes
s Sh
oppi
ng
Boo
ks
Sex
Hol
iday
s R
evie
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Inte
rnat
iona
l M
ovie
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usic
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pano
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edic
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ealth
R
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Hor
osco
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1/1/13 - 6/29/15
The most prevalent categories in search
Source: Define Media Group Digital Index
#SMX #23C3 @mdsimmonds
HTTPs vs HTTP
#SMX #23C3 @mdsimmonds
HTTPs Search Traffic
#SMX #23C3 @mdsimmonds
HTTPs vs HTTP
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HTTPs vs HTTP
#SMX #23C3 @mdsimmonds
Social Shares Go Buh-Bye
#SMX #23C3 @mdsimmonds
https://developers.facebook.com/docs/plugins/faqs “You can't move the likes, shares or comments directly to the new URL but you can use the old URL as the canonical source for the number of likes or shares at the new URL. We include background on how to do this below.”
#SMX #23C3 @mdsimmonds
META Referrer Tag
https://moz.com/blog/meta-referrer-tag
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Define Media Group Blog
DefineMG.com/Blog
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Image search 2012-2015 = Walled Garden 125 Sites Over 24,100,000 Visits for “imgres”
Launched
Hummingbird
Panda 4.0
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Image Galleries Last Stand
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Galleries
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Let There Be Light
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Most Popular Month 2012-2015 Month Total October 1,092,361,766
November 1,077,142,226 December 1,053,079,429
May 916,094,122 September 893,020,023
April 889,096,949 March 886,527,331 June 866,162,392
January 848,990,848 August 839,765,742
July 831,301,096 February 813,783,634
Grand Total 11,007,325,558 Source: Define Media Group Digital Index
#SMX #23C3 @mdsimmonds
Most Popular Weeks 2012-2015 Week Total
46 (Nov) 257,228,360 47 (Nov) 255,269,241 50 (Dec) 254,766,984
49 (Nov/Dec) 253,232,130 45 (Nov) 251,636,013
48 (Nov/Dec) 249,012,836 43 (Oct) 248,688,632
44 (Oct/Nov) 248,041,273 42 (Oct) 244,909,925 41 (Oct) 242,647,135 51 (Dec) 240,312,944 Source: Define Media
Group Digital Index
#SMX #23C3 @mdsimmonds
Most Popular Days 2012-2015 Day Total Mon 1,947,803,180
Tue 1,938,638,051
Wed 1,883,692,194
Thu 1,840,865,228
Fri 1,693,036,044
Sun 1,559, 792,025
Sat 1,438,637,925
Grand Total 12,302,464,647
#SMX #23C3 @mdsimmonds
Direct Traffic
#SMX #23C3 @mdsimmonds
It Just Doesn’t Matter
#SMX #23C3 @mdsimmonds
Direct Traffic 2013-2014
Sum of Direct (2014) Sum of Direct (2013)
http://www.theatlantic.com/technology/archive/2012/10/dark-social-we-have-the-whole-history-of-the-web-wrong/263523/
Source: Define Media Group Digital Index
#SMX #23C3 @mdsimmonds
Direct Traffic Vs Search Vs Social 2013-2015
Source: Define Media Group Digital Index
#SMX #23C3 @mdsimmonds
Formula Pull Direct Traffic Remove Home page and section fronts What’s left is dark social Verify links against social campaign Filter for New Users What’s left is dark search
#SMX #23C3 @mdsimmonds
Direct Traffic Breakdown Total Traffic
215,398,941 42,402,512 Total Direct
Direct traffic as % of Total Deep Links
18%
#SMX #23C3 @mdsimmonds
Dark Social
#SMX #23C3 @mdsimmonds
Dark Social
#SMX #23C3 @mdsimmonds
Google Facebook
-
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
Google v. Facebook Traffic Referrals, May 2013 - Jun 2015
Google Facebook
Google v. Facebook Traffic Referrals
Google Facebook
Source: Define Media Group Digital Index
#SMX #23C3 @mdsimmonds
Social Works!
#SMX #23C3 @mdsimmonds
Facebook Insights
#SMX #23C3 @mdsimmonds
Facebook News Feed
#SMX #23C3 @mdsimmonds
Social Network Traffic
News Feed Update
Bit.ly / FB Fix
#SMX #23C3 @mdsimmonds
Facebook Ascending
#SMX #23C3 @mdsimmonds
Chartbeat
#SMX #23C3 @mdsimmonds
-
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
Google v. Facebook Traffic Referrals, May 2013 - Jun 2015
Google Facebook
Google Facebook
Source: Define Media Group Digital Index
#SMX #23C3 @mdsimmonds
Formula
Pull Direct Traffic Remove Home page and section fronts What’s left is dark social
#SMX #23C3 @mdsimmonds
Speaking of Dark
#SMX #23C3 @mdsimmonds
Social by Network (–Facebook)
#SMX #23C3 @mdsimmonds
Oh YouTube Where Art Thou?
#SMX #23C3 @mdsimmonds
Outbound Traffic Nearly 33% of outbound Traffic goes
to YouTube – SimilarWeb
.08% comes back
– Define Media Group
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YouTube = Walled Garden
#SMX #23C3 @mdsimmonds
This Guy for Video
https://philnottingham.com/
@philnottingham
#SMX #23C3 @mdsimmonds
Dark Mobile
#SMX #23C3 @mdsimmonds
-
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
Mobilegeddeon has been happening all along Mobile Search Shows No Sign of Stopping
+115% Growth in 18 months
#SMX #23C3 @mdsimmonds
History
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Dark Search Mobile - History
#SMX #23C3 @mdsimmonds
The Firehose Is Again Upon Us
#SMX #23C3 @mdsimmonds
Twitter on Mobile
#SMX #23C3 @mdsimmonds
Twitter on Mobile
#SMX #23C3 @mdsimmonds
In the News
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Twitter Mobile Results
Android Search App passes referrer data as Direct!
Chrome mobile browser passes accurate Organic referrer data!
Safari and Google App pass accurate Organic referrer data!
#SMX #23C3 @mdsimmonds
Google+ R.I.P.
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WhatsApp?
#SMX #23C3 @mdsimmonds
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Share Buttons
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App Tracking
Full list of schemas to support many different deep app links: http://www.gotschemes.com/deeplinks/
#SMX #23C3 @mdsimmonds
iOS/Android App Indexation
https://developers.google.com/app-indexing/ios/referrer
https://developers.google.com/app-indexing/android/app
#SMX #23C3 @mdsimmonds
Google Search Console
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Google Search Console
https://developers.google.com/analytics/devguides/collection/android/v4/
#SMX #23C3 @mdsimmonds
This Guy for Mobile
@justinrbriggs
https://briggsby.com/
#SMX #23C3 @mdsimmonds
App Search/Store Optimization App Indexing & The New Frontier of SEO: Apple Search + iOS App Indexing
#SMX #23C3 @mdsimmonds
App Annie
#SMX #23C3 @mdsimmonds
Tune.com
#SMX #23C3 @mdsimmonds
Questions to ask:
Autocomplete in mobile/web browsers Apple Maps doesn’t pass mobile referrers (props to Dave Minchala) Any new app!
#SMX #23C3 @mdsimmonds
Takeaways
Be Aware Beware Misinformation
HTTPs is not an SEO strategy Image Search Traffic is dead
Quantify Direct Traffic – is it social or search?
#SMX #23C3 @mdsimmonds
Takeaways YouTube traffic is dead
Facebook IS fixing things but still obscuring data Twitter Strategy
New iOS/Android release check referrers Add WhatsApp share links
ASO is the new SEO
#SMX #23C3 @mdsimmonds
DMG Blog
#SMX #23C3 @mdsimmonds
THANK YOU!
Marshall Simmonds Define Media Group, Inc. @mdsimmonds