An Inside the Numbers Look

at Google in 2017
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
What Has Google
Been Up To?
Breaking Into Job Listings
Breaking Into Reservations
Breaking Into Cultural Content
Disintermediating Lists
Penalizing vs. Ignoring Spam
Facing their 1st Real Threat in Years
Losing their First Big Case vs. the EU
Facing Potential
Regulation of
Results in
Canada
Paying Professors to Have Their Back
 But Google is Still the
Unquestionable Behemoth
Where Do People Search?
Breakdown of Searches
on Major Web Properties
October 2016
Breakdown of Searches
on Major Web Properties
May 2017
 Oct 2016 May 2017 Gained/Lost
Google Core 58.9% 64.8% +5.9
Google Images 27.7% 21.8% -5.9
YouTube 3.8% 3.6% -0.2
Yahoo 2.6% 2.4% -0.2
Bing 2.3% 2.4% +0.1
Google Maps 2.2% 1.2% -1.0
Amazon 1.9% 2.3% +0.4
Facebook 0.7% 1.5% +0.8
 Oct 2016 May 2017 Gained/Lost
Google Core 58.9% 64.8% +5.9
Google Images 27.7% 21.8% -5.9
YouTube 3.8% 3.6% -0.2
We think this is
Yahoo 2.6% 2.4% -0.2
Halloween
Bing 2.3% 2.4% +0.1
Google Maps 2.2% 1.2% -1.0
Amazon 1.9% 2.3% +0.4
Facebook 0.7% 1.5% +0.8
 Oct 2016 May 2017 Gained/Lost
Google Core 58.9% 64.8% +5.9
Google Images 27.7% 21.8% -5.9
YouTube
This is compensated
3.8% for by 3.6%
a rise in web -0.2
Yahoosearch clicks
2.6% to local 2.4%
results -0.2
Bing 2.3% 2.4% +0.1
Google Maps 2.2% 1.2% -1.0
Amazon 1.9% 2.3% +0.4
Facebook 0.7% 1.5% +0.8
 Oct 2016 May 2017 Gained/Lost
Google Core 58.9% 64.8% +5.9
Google Images 27.7% 21.8% -5.9
YouTube 3.8% 3.6% -0.2
Yahoo 2.6% 2.4% -0.2
Im keeping an eye on these two
Bing 2.3% 2.4% +0.1
Google Maps 2.2% 1.2% -1.0
Amazon 1.9% 2.3% +0.4
Facebook 0.7% 1.5% +0.8
 Googles Growth

So far, 2017 is trending ~10-15% higher than 2016, not including voice or Apple devices
Total Searchers vs. Active Searchers
Average % of Searchers w/ 10+
Searches/Month Searches/Month

United States 103-119 ~39%

Canada 120-139 ~40%

United Kingdom 120-135 ~41%

 Google CTR Breakdown

Relatively flat excluding seasonality = SEO not being cannibalized by Googles own results
What are the Webs Top
Traffic Referrers?
 Oct 2016 May 2017 Gained/Lost
Google.com 59.2% 62.6% +3.4%
Facebook.com 6.5% 5.9% -0.6%
Yahoo.com 6.0% 5.0% -1.0%
Reddit.com 5.4% 4.1% -1.3%
YouTube.com 4.5% 4.7% +0.2%
Imgur.com 2.2% 1.5% -0.6%
Bing.com 2.2% 2.1% -0.1%
Wikipedia.org 1.4% 1.4% +0%
Amazon.com 1.3% 1.4% +0.1%
 Oct 2016 May 2017 Gained/Lost
Google.com 59.2% 62.6% +3.4%
Facebook.com 6.5% 5.9% -0.6%
Yahoo.com 6.0% 5.0% -1.0%
Reddit.com 5.4% 4.1% -1.3%
YouTube.com 4.5% 4.7% +0.2%
Imgur.com 2.2% 1.5% -0.6%
Bing.com 2.2% 2.1% -0.1%
This is when Reddit stopped using
Wikipedia.org 1.4% 1.4% +0%
Imgur for all its image hosting
Amazon.com 1.3% 1.4% +0.1%
 Oct 2016 May 2017 Gained/Lost
Google.com 59.2% 62.6% +3.4%
Facebook.com 6.5% 5.9% -0.6%
Yahoo.com 6.0% 5.0% -1.0%
Reddit.com 5.4% 4.1% -1.3%
YouTube.com 4.5% 4.7% +0.2%
In 7 months,
Imgur.comGoogle gained
2.2% 1.5% -0.6%
more share than all but
Bing.com the
2.2% 2.1% -0.1%
top 5 even have
Wikipedia.org 1.4% 1.4% +0%
Amazon.com 1.3% 1.4% +0.1%
 Not All Referrers Send Traffic Equally
(data below from May 2017)
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%

 Not All Referrers Send Traffic Equally
(data below from May 2017)
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%

Google distributes traffic pretty evenly
Youtube 80.1% 7.2% 5.4% 4.1% 3.2%
 Not All Referrers Send Traffic Equally
(data below from May 2017)
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%

Facebook is strongly biased to the top
Youtube 80.1% 7.2% 5.4% 4.1% 3.2%
 Not All Referrers Send Traffic Equally
(data below from May 2017)
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%

Reddit & YouTube even more so
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%

Watch for More Data on the Moz Blog Soon!
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com