Dark Traffic: Dark Search - Dark Social - Dark Mobile By Marshall Simmonds
-
Upload
search-marketing-expo-smx -
Category
Internet
-
view
3.685 -
download
5
Transcript of Dark Traffic: Dark Search - Dark Social - Dark Mobile By Marshall Simmonds
#SMX #13A2 @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 #13A2 @mdsimmonds
Here's what we see, here's what we think. Our approach is observations, not necessarily solutions.
#SMX #13A2 @mdsimmonds
Methodology System Wide
Overview All Time
# of Sites
# of Categories
130
68
Total Page Views
Total Visits
Total Search Visits
226 billion
61 billion
17 billion
#SMX #13A2 @mdsimmonds
Google 92%
Yahoo 4%
Bing 4%
Other 0%
Search Marketshare
TOTAL 2014: 4,845,078,957
referrals
#SMX #13A2 @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 #13A2 @mdsimmonds
Google v. Facebook Traffic Referrals, May 2013 – Jun 2015
Source: Define Media Group
#SMX #13A2 @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
New
s
Ent
erta
inm
ent
Die
t and
Hea
lth
Fash
ion
/ Sty
le
Food
Bre
akin
g N
ews
Bus
ines
s
Cel
ebrit
y N
ews
Tech
nolo
gy
Hom
e an
d G
arde
n
Tele
visi
on
Bea
uty
Pol
itics
Wom
en
Mon
ey /
Fina
nces
Rec
ipes
Love
/ R
elat
ions
hips
Trav
el
Loca
l
Spo
rts
Aut
omot
ive
Wea
ther
Fitn
ess
Sho
ppin
g
Boo
ks
Sex
Hol
iday
s
Rev
iew
s
Inte
rnat
iona
l
Mov
ies
Mus
ic
Esp
anol
Med
ical
Hea
lth
Res
taur
ants
Men
Fam
ily
Edu
catio
n
Rea
l Est
ate
Brid
al
Pet
s
Pre
gnan
cy
Info
rmat
iona
l
Par
entin
g
Teen
s
Hor
osco
pes
1/1/13 - 6/29/15
The most prevalent categories in search
#SMX #13A2 @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 #13A2 @mdsimmonds
Image search 2012-2015 = Walled Garden 125 Sites Over 24,100,000 Visits for “imgres”
Launched
Hummingbird
Panda 4.0
#SMX #13A2 @mdsimmonds
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
#SMX #13A2 @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
#SMX #13A2 @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 #13A2 @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/
#SMX #13A2 @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 #13A2 @mdsimmonds
Direct Traffic Breakdown
Total Traffic 215,398,941 42,402,512
Total Direct
Direct traffic as % of Total Deep Links 18%
#SMX #13A2 @mdsimmonds
Google v. Facebook Traffic Referrals, May 2013 – Jun 2015
Source: Define Media Group
#SMX #13A2 @mdsimmonds
Formula
Pull Direct Traffic Remove Home page and section fronts What’s left is dark social
#SMX #13A2 @mdsimmonds
Outbound Traffic Nearly 33% of outbound Traffic goes
to YouTube – SimilarWeb
.08% comes back
– Define Media Group
#SMX #13A2 @mdsimmonds
Mobilegeddeon has been happening all along Mobile Search Shows No Sign of Stopping
-
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
700,000,000
800,000,000
900,000,000
+122% Growth in 18 months
#SMX #13A2 @mdsimmonds
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 #13A2 @mdsimmonds
App Tracking
Full list of schemas to support many different deep app links: http://www.gotschemes.com/deeplinks/
#SMX #13A2 @mdsimmonds
iOS/Android App Indexation
https://developers.google.com/app-indexing/ios/referrer
https://developers.google.com/app-indexing/android/app
#SMX #13A2 @mdsimmonds
Google Search Console
https://developers.google.com/analytics/devguides/collection/android/v4/
#SMX #13A2 @mdsimmonds
App Search/Store Optimization App Indexing & The New Frontier of SEO: Apple Search + iOS App Indexing
#SMX #13A2 @mdsimmonds
Questions to ask:
• Autocomplete in mobile/web browsers
• Apple Maps doesn’t pass mobile referrers (props to Dave Minchala)
• Any new app!
#SMX #13A2 @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 #13A2 @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