About the speaker
Tyson Stockton
Searchmetrics
- Part 1 May Winners and Losers — Tyson Stockton // Searchmetrics
Show Notes
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·02:02 : Whats happening with the Google algorithm update? ·Ben and Tyson discuss the rumored update season and the activities that led marketers and SEOs to believe an update is close. Tyler talks about the 2 confirmed updates in April and May and the effects that people have seen so far. Is Google currently testing data for a big update? Tyler theorizes, based on history and the introduction of MUM to join the BERT algorithm, that a big Google update can be expected soon. ·05:42 : What is MUM? ·MUM stands for Multitask Unified Model. Tyler talks about MUMs similarities and differences as it relates to BERT. What can you expect when this rollout comes? While it is still early in the game to say exactly how MUM will affect the marketing world, Tyler believes that it will significantly affect how we think about user experience and understanding how users search. ·07:28 : Who were the big movers and shakers in the past month? ·The past couple of months have had a significant impact on the marketing landscape. Tyler talks about the shift in the landscape and how websites have fared in the past month. Ben and Tyler discuss the performance of YouTube versus Wikipedia, with Wikipedia coming out on the wi ers side and YouTube coming out among the losers. ·09:32 : How did media sites and other content sites fare? ·Tyler talks about how the last four weeks have affected visibility for media sites as well as other content sites. BBC continues their wi ing streak with a boost in their visibility month-over-month for the past few months. CNN and New York Times, on the other hand, are just starting to see a decline. Tyson and Ben talk about the overall growth in the streaming services sector. Netflix and Hulu had a pretty good month and new-comer DisneyPlus is starting to see positive results. ·12:30 : Whats happening in the travel and hospitality industry? ·Ben and Tyler discuss where the travel industry ranks for visibility at the end of the past four weeks. Tyler details the performance of Delta Airlines, American Airlines, and United Airlines, with United Airlines coming out on top for visibility at this point. Ben and Tyler further discuss the hospitality industry and booking sites like expedia.com and booking.com. The aggregated sites like expdedia.com came out the wi ers. ·16:06 : How sites like Airbnb are ranking ·Tyler talks about how sites like Airbnb and Vrbo are ending the month. He details Airbnbs growth trajectory over the past few months which has led them to end this month among the wi ers. Vrbo has remained stagnant for the past few months. Ben and Tyler discuss what this data means as it relates to peoples current mindset towards traveling. ·17:38 : Who are the biggest wi ers of the month? ·Ben and Tyler share their biggest wi er and loser for the month. Tyler sees Wikipedia as the biggest overall wi er but Ben chooses Airbnb as his champion. While Wikipedia wins out overall, Ben believes that Airbnbs increase alludes to bigger changes to come. Tyler reveals his biggest loser to be Glassdoor. Ben shares his biggest loser in the podcast world, future VOS guest Lauren Matricardi, SEO expert at Searchmetrics.
Episode Summary
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·“We haven't had another official core update… but we did have two that were fairly notable that got a lot of chatter in the industry. So that was April 30th. And then more recently there was also another one quite recently, May 22nd.” ·“So they had the whole piece on MUM, which is going to be another thing that's kind of joining in with the BERT algorithm and the update…. So MUM stands for Multitask Unified Model.” ·“... we saw a pretty substantial jump and boost and performance from Wikipedia... right before that April 30th algorithm update, they went from 55.7 million SEO visibility score. And now they're up to 59, almost 60 million.” ·“We saw a larger decline last month on YouTube. And this month is not as steep, not as drastic, but single digit, I mean, 1 to 2% week over week for the last four weeks on YouTube.” ·“I think the week that BBC had this most significant growth was 7% but theyve had consecutive positive months since the end of March.” ·“...you have BBC now that's kind of inching a little bit closer to give perspective, New York times 2.7 million CNN, 2.6 million BBC coming up on that 1 million mark.” ·“Also, if we look at the newcomer Disney Plus they're still considerably smaller than the other two players there. But if you look at their growth… May 2nd 16% increase followed by another 6% and then kind of similar single digits.” ·“And United is just about 2000 points below American airlines. And then Delta has been growing a bit following a similar pattern as the other ones, but no substantial growth from the others. So I'd say United was the wi er of these three...” ·“Expedia hit their peak in, let's say Q4 kind of October of last year. And then they've been kind of sliding down since, but still head and shoulders above the rest.” ·“Airbnbs biggest growth was 9%. But again, it's that consistent progression that we're seeing. They had their peak back in July of 2019, pretty substantial kind of fall off, but I'd say overall, they're kind of gaining back some traction...” ·“Biggest wi ers of the month, for absolute gains, got to give it to Wikipedia.” ·“Google is starting to recognize that people are interested in thinking about traveling. And that's why we're seeing Airbnb pickup so much share.” ·“So I'd say Glassdoor, I would actually put it as a loser and also a really interesting one to look at. If you're interested in things like core updates and EAT factors.”
- Part 1 May Winners and Losers — Tyson Stockton // Searchmetrics
About the speaker
Tyson Stockton
Searchmetrics
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Part 1May Winners and Losers — Tyson Stockton // Searchmetrics
