The document discusses SEO strategies at The Next Web, a technology media company. Some key points: - They focus heavily on content creation, with 15 editors publishing around 30 new articles daily. Content is optimized for search and engagement. - They take an in-house and data-driven approach, building their own SEO tools to track rankings and volumes at scale. - Other efforts include using structured data, third-party partnerships like Google AMP, and continuous monitoring to improve speed and performance. - The goal is for massive traffic and scale through innovative technical solutions and a focus on engagement and knowledge building through high-quality content.

1. SEO for Publishers: What we do different?!
Martijn Scheijbeler / Director of Marketing / martijn@thenextweb.com / @MartijnSch

2. Friends of Search 2016 - @MartijnSch
Title

3. Martijn Scheijbeler
Marketing Director at The Next Web
Former Lead SEO & Analytics
martijn@thenextweb.com
@martijnsch

4. What is
The Next Web?
@Martijnsch

5. WHAT IS THE NEXT WEB?
A TECHNOLOGY FOCUSED MEDIA COMPANY

6. INDEX
CONFERENCE NEWS
INDEX.CO TBA
???
20,000 8,000,000 100,000 6,000
attendees unique visitors startups listed square meters

7. OFFICES
San Francisco
Portland
Tijuana
New York
Manchester
London
Barcelona
Amsterdam
Bangalore

8. What am I going to
Talk about?
@Martijnsch

9. “A case study on how you
do SEO, but focus on:
what’s different for publishers”
@Martijnsch

10. What do we do with
Search Engine Optimization?
@Martijnsch

11. “Quote”
Line
THE HISTORY OF SEO AT THE NEXT WEB
±11,000,000
sessions
2011
±38,000,000
sessions
2015
SEO Team: 0 SEO Team: 3

12. TRAFFIC FROM ORGANIC SEARCH
±3,000,000
Monthly Sessions
±1,000,000
Keywords
±90,000
Landing Pages
±30
New Articles Daily
643 Properties
Google Search Console
Priceless
Amounts of fun

13. How is our (marketing) team
Structured?
@Martijnsch

14. SEO
ANALYTICS
TNW DEALS
INDEX.CO
CONTENT
CENTRAL
@Martijnsch

15. “Better ask for forgiveness
than permission”- Boris Veldhuijzen van Zanten

16. F*CK it, we’ll do it live
“What do we need to do to go x10?”
It’s not rocket science
“Innovate through in-house solutions”

18. What’s our
Focus?
@Martijnsch

19. Friends of Search 2016 - @MartijnSch
More Traffic
More Traffic!
More Traffic!
More TrafficMore Traffic!
More Traffic!
More Traffic
More Traffic!
More Traffic
More Traffic!
More Traffi
More Traffic
More Traffic!

20. Friends of Search 2016 - @MartijnSch
More Traffic
More Traffic!
More Traffic!
More TrafficMore Traffic!
More Traffic!
More Traffic
More Traffic!
More Traffic
More Traffic!
More Traffi
More Traffic
1 Million Keywords
Scale! Scale! Scale!

21. FIND THE PERFECT PROCESS TO FIX EVERYTHING > ALWAYS

22. How do we support
Knowledge building?
@Martijnsch

23. SEO
EDITORIAL
@Martijnsch
COMPANY:

24. What makes it different for
Publishers?
@Martijnsch

25. Last year:
Focus on Content Marketing?

26. “Quote”
Line
NO SHIT SHERLOCK! BUT WHAT’S THE TREND FOR PUBLISHERS?

27. EDITORIAL: 15 EDITORS, 24/7 - 365 DAYS
70.0000
Articles
±30
New Articles Daily

28. CONTENT MARKETING AT A PUBLISHER?
You take 1 keyword and have
an editor write content for you,
right?

29. Hell NO! Never ever!
@Martijnsch

30. We do write with SEO in mind!
@Martijnsch
News content v.s. Evergreen content? When does content become evergreen?

31. NEWS CONTENT V.S. EVERGREEN CONTENT
PAGEVIEWS
PERCENTAGES
MOST BORING SLIDE OF THIS PRESENTATION:
15.000 PAGEVIEWS
7500 PAGEVIEWS
CONCLUSION:
IT TAKES LONGER TO RANK
‘SEO’ CONTENT OUTPERFORMS NEWS

32. What are (y)our
Problems?
@Martijnsch

33. “We can’t create any content”
“No management approval”
“Whatever b*llshit reason”

34. “Our legal department is your
Editorial team”- Google Employee

36. What we do
Different?
@Martijnsch

37. “Quote”
Line
IT’S ALL ABOUT ENGAGEMENT!

38. SCHEMA.ORG BECAUSE WHO THINKS GOOGLE GETS CONTENT?
STRUCTURED DATAJSON-LD

39. THIRD PARTY PARTNERSHIPS
FACEBOOK INSTANT ARTICLES
GOOGLE AMP
APPLE NEWS

40. MORE FOCUS ON SPEED THAN EVER BEFORE
PRE-FETCH / PRE-RENDER
IMAGE QUALITY V.S. SPEED?
ADS :(
CONTINUOUS MONITORING

41. WE’RE AN OPEN BOOK!

42. What we’re proud of?
The work we do?
@Martijnsch

43. RUNNING SCREAMING FROG IN THE CLOUD
TNW.TO/FROGCLOUD

44. BUILDING OUR OWN SOFTWARE SOLUTIONS
BULK RANK TRACKING + VOLUMES + OTHER DATA SOURCES = HUGE FUN!

45. What brings the
Future?
@Martijnsch

46. CONTINUOUS IMPROVEMENT
WHO’S ABLE TO DEPLOY NEW SEO CHANGES WITHIN A DAY WITH IT?

47. BIGGER BETTER DATA
‘PREDICTIVE ANALYTICS’ + LOGBOOK + BIG BROTHER IS WATCHING YOU!

48. Avans Hogeschool Breda - TNW - @MartijnSch
Wat is The Next Web?
Index.co - Track tech.
100.000.000+ LANDING PAGES AROUND STARTUPS, LET’S RANK!

49. AND MORE ……?
WORLD DOMINATION
A ‘HUMAN’ APPROACH
10 BILLION MILLION

50. Do you have any
Questions?

51. See you at
The Next Web Conference?

52. Thanks! Have fun!

53. LET’S HAVE BEER AT THE ‘BORREL’

54. Friends of Search 2016 - @MartijnSch
Title