Guest Lecture SEO Rotterdam Business School by Jeroen Luijten 2016-10

GRENSVERLEGGEND

IN ONLINE MARKETING

Guest Lecture SEOJeroen Luĳten

27-10-2016@jmrluĳten | [email protected]

mailto:[email protected]

GUEST LECTURE SEO

After this lecture you have learned:

What is SEO?

What are the SEO trends?

Some actionable tips for when optimizing a website for Search Engines.

How to get the knowledge and experience to pursue a career in SEO.

Goals of today

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GUEST LECTURE SEO

Introduction

Online marketing trends

SEO

Where to start?

A list of SEO tools included

Questions

Index

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Introduction

INTRODUCTION

About me

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SEO consultant at OrangeValleyEmail: [email protected] Twitter: @jmrluijten

mailto:[email protected]

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OrangeValleyINTRODUCTION

OrangeValley

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INTRODUCTION

jeroenluijten.nl

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INTRODUCTION

http://jeroenluijten.nl

Publications

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bit.ly/ctrcurves

INTRODUCTION

http://bit.ly/ctrcurves

Our Services

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Online Strategy

Search Engine Optimization

Search Engine Advertising

Display Advertising

Web Analytics

Conversion Optimization

Website Performance Optimization

INTRODUCTION

INTRODUCTION

Who has a website?

Who can build a website?

What do you prefer?

IT: coding, testing.

Writing & user experience: helping your target audience towards the next step.

PR: building relations and partnerships.

Who are you?

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Let me see those hands

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“OrangeValley voorziet dat, in een wereld met een steeds grotere hoeveelheid informatie, ieder individu snel en eenvoudig een relevant aanbod verwacht, onafhankelijk van tijd, locatie en medium.”

Increase visibility on relevant search terms for your target audience

Content Technology Authority

On page Off page

Pillars of SEOINTRODUCTION

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Content Content relevant to our target audience, instead of keyword optimizing for search engines.

Technology No tricks to cheat algorithms,

but greatly performing, structured and organized data.

Authority Building a brand by being in

touch with our target audience.

On page Off page


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SEOTraditional approach

Aimed towards keywords & links Measured by last click Focused on conversion and direct ROI (return on investment)

SEO is evolvingINTRODUCTION

SEOIntegrated approach

Driven by target audiences, relevancy, questions & (content)marketing Measured by attribution in customer journey Focused on life time value and supportive role

What we see

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“OrangeValley foresees that, in a world with a continuously growing amount of information, every person expects a relevant answer quickly and easily, regardless

of time, location and medium.”

VISION & TRENDS

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Mobile connected 24/7

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Connected - Internet of Things

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Internet of Things

Connected - Internet of Things

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VISIE

Internet of Things

Automatisering - Henn-na hotel, Japan

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VISIE

Henn-na hotel, Japan

Automation - Marketing

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Google AdWords Enhanced campaigns

Google AdWords Dynamic Search Ads

Programmatic buying

Real time bidding Dynamic retargeting

Etc.

VISION & TRENDS

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Technology is key, but real people at the center

1. Strategy

Goals, KPI’s

2. Analysis

Customer Journey, Audience, Customer

3. Realisation

Technology, Data, Marketing instruments

4. Results

Improved profitability (online) marketing

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2

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VISION & TRENDS

Vision

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More and more touchpoints

VISION & TRENDS

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Customer Journey

Prospects Decision

TV ad

FriendsMobilesearch

Radioad Social

network Social network Tablet

search

PC search

ShopFamily

Touch Tell Sell

© OrangeValley

VISION & TRENDS

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Last click vs. Attribution

Prospects Decision

TV ad

FriendsMobilesearch

Radioad Social

network Social network Tablet

search

PC search

ShopFamily

Touch Tell Sell

© OrangeValley

VISION & TRENDS

More important than ever: your customer at the center

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© OrangeValley

VISION & TRENDS

Marketing is about humans

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Usability & Conversion

More conversions/more profit

Generating more vistors

Increase conversion rate

Increasing effectiveness of

existing channels

Including new channels

Optimization of existing website

features

Website analysis/ web analytics, expert review

Goal

Web analytics & Conversion optimization

ONLINE MARKETING APPROACH

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Reach & Traffic (Search)

More conversions/more profit

Generating more vistors

Increase conversion rate

Increasing effectiveness of

existing channels

Including new channels

Optimization of existing website

features

Website analysis/ web analytics, expert review

SEO (& SEA)

Goal

ONLINE MARKETING APPROACH

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SEO - Search Engine Optimization

GUEST LECTURE SEO

What is SEO?

What is the difference compared to SEA?

What is…

A ranking

A keyword

An URL

Some questions about SEO

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SEA

SEO

GUEST LECTURE SEO

Who recently bought a product online?

Another question

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The search results for one query vastly differ from person to person.

Who recently bought a product online?

GUEST LECTURE SEO

With SEO we optimize our website so we become visible to our audience

Search engine users are the customers of search engines. Google caters to them, helping them to give them the best answers.

Hence search Engines crawl and index the web, so it can serve the most relevant information to its users.

Yes, we optimize for search engines…

…but foremost we optimize for real people

Target audiences have a lot of questions, we try to be an answer for these questions.

We need to be a better answer than the competition, preferably we are the best answer.

SEO?

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GUEST LECTURE SEO

More website traffic.

Increased visibility in all phases of the customer journey.

How? Increased search engine rankings on relevant keywords and search queries.

Keyword rankings can never be a KPI (key performance indicator). They define potential and opportunities.

SEO Goals

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Content Technology Authority

On page Off page

Pillars of SEOGUEST LECTURE SEO

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SEO is evolvingGUEST LECTURE SEO



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Content Content relevant to our target audience, instead of keyword optimizing for search engines.

Technology No tricks to cheat algorithms,

but greatly performing, structured and organized data.

Authority Building a brand by being in

touch with our target audience.

On page Off page


42

Formerly successful SEO strategiesTraditional approach

Define your online (content) strategies towards keywords

Building websites for search engines

Poaching as much traffic and conversions from other online marketing channels in order to maximize ROI Buying links from irrelevant sources.

SEO strategies are evolvingGUEST LECTURE SEO

Currently succesfull SEO strategiesIntegrated approach

Use SEO to emphasize on your online (content) strategies. Make your USP’s and relevant stories visible. Build websites for people but help search engines understand the content, relations, and semantics. Help your audience and facilitate other online marketing channels by doing so. Build an online brand

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SEO Trends

GUEST LECTURE SEO

bit.ly/seotrends2016 (Feb 2016)

Friends of Search

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“Search is about being the best answer”

http://bit.ly/seotrends2016

GUEST LECTURE SEO

Mobile - The world changed towards “mobile first”.

Marketing - SEO has to be in synergy with the complete marketing strategy.

Technology - Technical know-how is essential to structure your website properly.

Google - The evolution of Google through Algorithms & Artificial Intelligence.

SEO trends

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GUEST LECTURE SEO

Mobile - The world changed towards “mobile first”.

Marketing - SEO has to be in synergy with the complete marketing strategy.

Technology - Technical know-how is essential to structure your website properly.

Google - The evolution of Google through Algorithms & Artificial Intelligence.

SEO trends (focus of today)

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MOBILE

Time on mobile devices (apps!)

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MOBILE

MOBILE

App indexing

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MOBILE

Mobile-friendly sites get a rankings boost

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MOBILE

Mobile-friendly sites get a rankings boost

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MOBILE

Mobile-friendly

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MOBILE

Mobile-friendly

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SEO in Customer journeyMOBILE

Prospects Decision

SEO non-branded

generic

SEO non-branded

SEO branded SEO

branded + long tail

SEO long tail

Touch Tell Sell

© OrangeValley

Google & Algorithms

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SEO is evolvingGOOGLE & ALGORITHMS



MOBILE

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GOOGLE & ALGORITHMS

Google guidelines (links)

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GOOGLE & ALGORITHMS

Algorithms

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GOOGLE & ALGORITHMS

Hummingbird

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GOOGLE & ALGORITHMS

Google Penguin 4.0

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GOOGLE & ALGORITHMS

Web technologies

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GOOGLE & ALGORITHMS

Everything that can be ever written in the english language is already on the internet.

https://libraryofbabel.info/

Is there an answer?

Information overload

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https://libraryofbabel.info/

GOOGLE & ALGORITHMS

Rankbrain

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GOOGLE & ALGORITHMS

Pagespeed

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GOOGLE & ALGORITHMS

Perceived performance

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SEO is evolvingGUEST LECTURE SEO



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Formerly successful SEO strategiesTraditional approach

Define your online (content) strategies towards keywords

Building websites for search engines

Poaching as much traffic and conversions from other online marketing channels in order to maximize ROI Buying links (from irrelevant sources.)

SEO strategies are evolvingGUEST LECTURE SEO

Currently successful SEO strategiesIntegrated approach

Use SEO to emphasize on your online (content) strategies. Make your USP’s and relevant stories visible. Build websites for people but help search engines understand the content, relations, and semantics. Help your audience and facilitate other online marketing channels by doing so. Build an online brand

GUEST LECTURE SEO

Where to start?

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Analysis:

Research your target audience, who are you trying to reach and what questions do they have?

SEO scan (tech, content, authority)

What is your starting point? Wordpress, Magento…

Actions:

Start small: local SEO, google business, outreach to local media & PR

Expand and improve current content

Add new content pages that answer questions and add value to your target audience

Website owners can start today

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GUEST LECTURE SEO

Keyword data: Google & Bing Keyword Planner tools, SERPTrends browser extension (all free).

Crawlers: Screamingfrog (free trial for up to 500 pages crawled)

Ranktracking: Lots of free trials, manual Google searches, Google Search Console (free)

Onpage SEO elements: SEO Peek browser extension (free) or use “view-source:” & inspect element.

Redirects & status codes: HTTPstatus.io / Redirect Path browser extension (all free)

Linkdata: Open Site Explorer / Majestic SEO (free trials available)

Pagespeed: Google Pagespeed Insights (free)

Overall: Google Search Console (free) / Search Metrics (free trial) / Google Analytics (free)

Browser: Chrome & Chrome Canary (Canary includes experimental development tools)

Free tools to start with SEO

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GUEST LECTURE SEO

http://httpstatus.io

MOZ blog - https://moz.com/blog

State of digital - http://www.stateofdigital.com/

Search Engine Land - http://searchengineland.com/

Search Engine Roundtable - https://www.seroundtable.com/

Google Webmaster Central Blog https://webmasters.googleblog.com

Blogs to follow

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GUEST LECTURE SEO

https://moz.com/blog

http://www.stateofdigital.com/

http://searchengineland.com/

https://www.seroundtable.com/

https://webmasters.googleblog.com

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The week of a SEO Consultant..

bit.ly/seo-week

GUEST LECTURE SEO

http://bit.ly/seo-week

Becoming the next SEO talent?

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“SEO isn’t as black & white as most marketing channels.” (…) “to become a true professional requires a broad skill set. It’s not that a professional SEO needs to know the answer for everything; rather, it’s more important

to have the skills to be able to find the answer.”

https://moz.com/blog/junior-seo-task-list

Will take you anywhere between 2 or 3 months, depending on your dedication.

GUEST LECTURE SEO

https://moz.com/blog/junior-seo-task-list

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What do we offer?Junior Consultancy vacancies all year round

Current vacancies:

Junior SEO Consultant

Junior Webanalytics Consultant Interested? Stephanie van Est - Recruiter E: [email protected] M: 06 - 55 10 61 36

orangevalley.nl/vacatures

GUEST LECTURE SEO

mailto:[email protected]?subject=































http://orangevalley.nl/vacatures

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Questions?