Guest Lecture SEO Rotterdam Business School by Jeroen Luijten 2016-10
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Transcript of 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]
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
2
GUEST LECTURE SEO
Introduction
Online marketing trends
SEO
Where to start?
A list of SEO tools included
Questions
Index
3
Our Services
10
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?
11
Let me see those hands
12
“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
13
“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 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
Pillars of SEOINTRODUCTION
14
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
15
“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
Automation - Marketing
22
Google AdWords Enhanced campaigns
Google AdWords Dynamic Search Ads
Programmatic buying
Real time bidding Dynamic retargeting
Etc.
VISION & TRENDS
23
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
1
2
34
VISION & TRENDS
25
Customer Journey
Prospects Decision
TV ad
FriendsMobilesearch
Radioad Social
network Social network Tablet
search
PC search
ShopFamily
Touch Tell Sell
© OrangeValley
VISION & TRENDS
26
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
27
© OrangeValley
VISION & TRENDS
Marketing is about humans
28
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
29
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
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
31
Let me see those hands
36
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?
37
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
38
39
“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 SEOGUEST LECTURE SEO
40
SEOTraditional approach
Aimed towards keywords & links Measured by last click Focused on conversion and direct ROI (return on investment)
SEO is evolvingGUEST LECTURE SEO
SEOIntegrated approach
Driven by target audiences, relevancy, questions & (content)marketing Measured by attribution in customer journey Focused on life time value and supportive role
41
“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 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
Pillars of SEOINTRODUCTION
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
GUEST LECTURE SEO
bit.ly/seotrends2016 (Feb 2016)
Friends of Search
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“Search is about being the best answer”
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
45
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)
46
57
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
59
SEOTraditional approach
Aimed towards keywords & links Measured by last click Focused on conversion and direct ROI (return on investment)
SEO is evolvingGOOGLE & ALGORITHMS
SEOIntegrated approach
Driven by target audiences, relevancy, questions & (content)marketing Measured by attribution in customer journey Focused on life time value and supportive role
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
67
72
SEOTraditional approach
Aimed towards keywords & links Measured by last click Focused on conversion and direct ROI (return on investment)
SEO is evolvingGUEST LECTURE SEO
SEOIntegrated approach
Driven by target audiences, relevancy, questions & (content)marketing Measured by attribution in customer journey Focused on life time value and supportive role
73
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
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
75
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
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
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
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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