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.


Original Searcher

@CJSherman


It’s Invisible Y’all


Direct Traffic 2013-2014

2013

2014


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


Here's what we see, here's what we think. Our approach is observations, not necessarily solutions.


Goal

talk to clients

talk to your boss

talk to non-technical people

HOW TO


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


Dark Search


Misinformation


Not Provided


Search Marketshare


Google 92%

Yahoo 4%

Bing 4%

Other 0%

Search Marketshare

TOTAL 2015: 3,757,962,322

referrals


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/


BuzzFeed Shenanigans

Source: SimilarWeb


-

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


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

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1/1/13 - 6/29/15

The most prevalent categories in search



HTTPs vs HTTP


HTTPs Search Traffic


HTTPs vs HTTP


Social Shares Go Buh-Bye


Facebook

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.”


META Referrer Tag

https://moz.com/blog/meta-referrer-tag


Define Media Group Blog

DefineMG.com/Blog


Image search 2012-2015 = Walled Garden 125 Sites Over 24,100,000 Visits for “imgres”

Launched

Hummingbird

Panda 4.0


Image Galleries Last Stand


Galleries


Let There Be Light


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


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


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


Direct Traffic


It Just Doesn’t Matter


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/



Direct Traffic Vs Search Vs Social 2013-2015



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


Direct Traffic Breakdown Total Traffic

215,398,941 42,402,512 Total Direct

Direct traffic as % of Total Deep Links

18%


Dark Social


Google Facebook

-

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000


Google Facebook

Google v. Facebook Traffic Referrals

Google Facebook



Social Works!


Facebook Insights


Facebook News Feed


Social Network Traffic

News Feed Update

Bit.ly / FB Fix


Facebook Ascending


Chartbeat


-

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000


Google Facebook

Facebook

Google Facebook



Formula

Pull Direct Traffic Remove Home page and section fronts What’s left is dark social


Speaking of Dark


Social by Network (–Facebook)


Oh YouTube Where Art Thou?


Outbound Traffic Nearly 33% of outbound Traffic goes

to YouTube – SimilarWeb

.08% comes back

– Define Media Group


YouTube = Walled Garden


This Guy for Video

https://philnottingham.com/

@philnottingham


Dark Mobile


-

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


History


Dark Search Mobile - History


The Firehose Is Again Upon Us


Twitter on Mobile


In the News


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!


Google+ R.I.P.


WhatsApp?


Share Buttons


App Tracking

Full list of schemas to support many different deep app links: http://www.gotschemes.com/deeplinks/


iOS/Android App Indexation

https://developers.google.com/app-indexing/ios/referrer

https://developers.google.com/app-indexing/android/app


Google Search Console


Google Search Console

https://developers.google.com/analytics/devguides/collection/android/v4/


This Guy for Mobile

@justinrbriggs

https://briggsby.com/


App Search/Store Optimization App Indexing & The New Frontier of SEO: Apple Search + iOS App Indexing


App Annie


Tune.com


Questions to ask:

Autocomplete in mobile/web browsers Apple Maps doesn’t pass mobile referrers (props to Dave Minchala) Any new app!


Takeaways

Be Aware Beware Misinformation

HTTPs is not an SEO strategy Image Search Traffic is dead

Quantify Direct Traffic – is it social or search?


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


DMG Blog


THANK YOU!

Marshall Simmonds Define Media Group, Inc. @mdsimmonds

dark traffic: dark search, dark social, dark mobile by marshall simmonds

Marketing