Bryan Eisenberg Debunks Moz Report At #SESSF

Key Takeaways

[Music] hello I'm Mar nans with search engine Journal I'm here in San Francisco at SCS with Brian Eisenberg in this video he's promising he's going to debunk the Moz report he says he's got a better view of the not it's a different but a better view of the world Brian tell me about this okay so all you have I mean if you've been doing in search for long enough like I have almost 20 years now you kind of get a itive of what Google's been trying to do and I'm going I'm going to talk about quality score for a moment let's look from the paid side but the same Concepts appli to the organic site and here's the thinking in gen one of PPC it was all about who paid the most for the clicks right the old goto model type stuff and that's the way Google introduced it and of course the same thing was true online basically who can afford to do any kind of SEO was kind of shown up so it was only the money gaming the system Okay Google knew that wasn't good enough second generation they said okay let's get past the clicks we need a quality score so let's look at the click-through rate of the ads or let's look through the click-through rates of the search results and then we can change it based on what's actually driving user Behavior right great that was gen two gen three they said okay let's take it to the next level and let's get more end user data so we know about the toolbar right that was a great way to capture information um and and they and they got way way past that what they looked at is okay what are they doing on the page are they going to a page and bouncing back uh what's the rest of their query chain did they satisfy the query at some point Gen 4 was okay we had toolbar data and that gave us a little bit but all of a sudden you saw the domination of Android yeah Chrome yeah and Google analytics right they're huge market shares uh you know 60 plus% you know if you think of all lots of end user data and it's not like they're pointing at okay this queer and you're bidding that they're not punishing you in that respect but they they kind of get benchmarks of who's got quality sites who spending time on there who's getting to to the conversion Pages absolutely okay Gen 5 is where I think they're going right now and I'm starting to see signs of it in search results okay and I call this the universal analytics phase uhhuh and just a couple days ago we got that big announcement from Google that they're now going to allow you to upload your conversions from your lead gen right offline back into your AdWords okay but more importantly than that I think when you start thinking about what this big data system is and that's what Google is right they process tons of data in real time they personalize things if you look at Google's own big data table and what they capture right 90 plus fields are related to personalization to the end user what's going to be most relevant to them right think about what's in your Google dashboard how do you behave do you click on videos do you not click on videos right all that kind of stuff and only 16 are related to to uh crawling factors and if you look at the ma study it's all about okay authorship it's all about you know H1s and links that's the crawling Factor so five times are more related to the data about the user and their experience and what's going to be best for them and who's to say and this is the key thing okay online activity which is what Chrome and Android and all that captured at best is 5 to 8% of Commerce today right okay maybe in some verticals it's more or less but whatever it is it's a small fraction Eric Schmidt has always said right Google's job is to basically replicate what happens in the real world so think about the databases that are out there today if you go to Facebook I can Target People based on how much toilet paper they use in their house there's lots of data out there I don't know what Fields they're using but how difficult is it to know based on tax records sales records yeah who's dominating what category so if you're a toy vendor and I want to know who sells the most toys to one-year-olds yeah right Google knows Fisher Price counts on there even if there doesn't officially rank cuz it's not the best experience they're not targeting that content they're not building they know people buy lots of official Price toys for one-year-olds absolutely and so now you're going to start seeing their SES in there I think they've gone very extreme in that way right now I think it'll kind of settle back down for the holidays where you start seeing some of the smaller guys being able to play back in there cuz it's still better experience but I think for now they're just saying look if we can mimic that real world and what people are actually experimenting and buying with offline as well as the online we're going to give them a better experience and that's what they're probably measuring right now know that's how far they can take it interesting so if you're a uh if you're fish a price that's great if you're a smaller company and you want to be them what does that mean for you how do you how do you make that difference so go Niche right think of like what the Fabs decom have done and go local and Own It dominate it become the one expert in a one very small Niche because again it's personalized right right so they can know what's going to be work so yes they're definitely going to show those big brands with you but if you can own a particular Niche you're not going to you're not going to win on toys forget that but there's so much opportunity in those niches and in local that that's where the big Focus has to be that's fantastic if people want to find out more and connect with you how do they do that so it's easy to find me at Brian eber. they can email me at Brian brian.com I'm on Twitter Facebook LinkedIn uh on Twitter I'm at theeg grock um so I'm I'm not very hard to find fantastic thank you very much absolutely I'm Mar NES with search engine Journal if you've got comments about this I would love to know your comments below and I'll see you next time [Music]