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#Inbound16 ended last week, and quite a bit about the future of Google and SEO was learned. Rand Fishkin, aka The Wizard of Moz, made an appearance and brought with him some amazing insights about where the industry is going. His points are summarized below, and his talk and slides are linked at the end if you'd like to check them out yourself.

#1. Google Dominates The SERPs

49% of all clicks on a Google results page go to a Google property, whether it be YouTube, Ads, Maps, etc... With the diminished presence of video providers other than YouTube (and occasionally Vimeo), it's no longer just you vs. your competition, but you vs. your competition vs. Google.

#2. Few Sites Getting Most of The Traffic

While there's over 1 billion sites on the internet today, the top 10,000 are getting 62.6% of the traffic. That's .00001% of sites on the internet, getting 62.6% of Google's traffic. Sites like Wikipedia, Amazon, StackOverflow, Pinterest, and Reddit are garnering huge chunks of traffic compared to the average site. You've got to be really good if you want any sustainable amount of traffic.

keeping-up-with-seo-in-2017-beyond-28-638#3. Facebook Video Growing

Facebook is catching up with YouTube when it comes to the amount of videos viewed. While their metrics aren't as clear as YouTube's (they measure a view after 3 seconds, compared to 30 seconds on YouTube), they've definitely shown solid growth on the platform.

With nearly half of all internet users on YouTube, the platform isn't going anywhere soon. In fact, it's the second largest search engine in the world (after Google, of course).

#4. Changing the Way We Target Keywords

We need to start looking at what the results page actually contains, and not just at the competitiveness of the other sites. You're fighting for clicks not only from the other sites, but from maps, answer cards, featured snippets, images, and ads. Consider this and not just the volume and competitiveness of a keyword when determining if a ranking can garner a solid ROI.

You can use Moz's Keyword Explorer to take a look at the page, and help you determine what type of content to optimize for. Images, and videos can be ranked for if you're having a hard time getting a site in the top 10.

#5. Google is Now AskJeeves

Google knows what you want, even when you don't. If you were to search for "famous circle of big rocks", it'll take you right to information about Stonehenge. "Big underground wheel for science in Switzerland" takes you to information about the Large Hadron Collider.

If you haven't checked it out, I'd definitely take a look at his slides here or his video here.

What was your favorite thing you learned about SEO at Inbound?