SlideShare ist ein Scribd-Unternehmen logo
1 von 69
Downloaden Sie, um offline zu lesen
What the * is SEO
... and how to use it
Guest Lecture at
The Hague University of Applied Sciences
International Communication Management (ICM)
Agenda
• Introduction
• The web search landscape
• What is SEO?
• Ranking Factors
• Personalization of results
• How to measure SEO success
• Roundup / Questions
Name:
Arne van Elk
Current position:
Specialist SEO & Information Architecture
@ RNW Media.
Experience:
• 18 years in online research, information
retrieval & management, journalism,
web search
• 5 years in Search Engine Optimization.
• 10 years training editors in web search,
online research & SEO
• NGO using media for social change
• Connecting communities and change-makers
• Target groups 15 – 35 year
• Training Centre
RNW Media: Informed people shape a better future
• Democracy and good governance
• Sexual health & rights
• International justice
Themes
We work globally
Powered by
The Web Search Landscape
flickr.com/photos/72486075@N00/383577651
When did you last perform an online search?
What kind of search?
Content quality: E.A.T.
In the beginning ... we could browse the web
We used many search engines
Content quality: E.A.T.
And ‘SERPs’ looked something like this
Content quality: E.A.T.
Today’s SERPs look different
And only a few search engines remain
In large parts of the world there’s one
dominant player
Why was Google succesful where others failed?
Major innovations in
search technology,
like Pagerank
They developed an efficient
system of auctioning ads that
appear alongside search
results in a relevant way
See: www.seobythesea.com
You need deep pockets to keep track of
‘everything’ that’s being produced online
Social can be ‘search’ too
We used to search on desktop only
Today we’re constantly mobile
From search to personal assistent
Integration of web results and in-app results
There are many ways for visitors to reach your website
Search is just one of them, these days often trumped by social
DIGITAL MARKETING:
Many ways to reach potential audiences / customers
Search Engine Marketing
How important ‘search’ is to
your overall marketing strategy
depends on your business
(what you have to offer).
Search Engine Marketing:
What is
Source: http://searchengineland.com/guide/what-is-seo
SEO:
Free traffic to your
website
SEA:
Paid traffic to your
website
What is organic search traffic?
Free vs Paid results
Free vs Paid results on mobile
PLAs (product listing ads)
Regular mobile ads
Organic
results
below
the fold
SEO starts with ...
understanding the needs of your
audience, target groups, customers.
flickr.com/photos/batmoo/3734837951/
What kind of needs? - 3 Types of Search Queries
Do (Transactional)
Know (Informational)
Go (Navigational)
Searchers want to go directly to a website or a specific page.
Searchers want to know or learn more about a topic.
Searchers want to do or perform some web-mediated activity.
How can you help your audience or customers?
What do they want to know, read, watch or buy?
flickr.com/photos/chriscwy/16166218964/
SEO = optimizing for PEOPLE who use search engines
How to rank in
organic search
results?
What do YOU
think is most
important
You don’t
search the web,
you search in
Google’s index
Ranking
Factors
youtube.com/watch?v=BNHR6IQJGZs
Ranking
Factors
searchengineland.com/seotable
1. Content
Semantics, structure, layout, media rich
3. Backlinks
quantity and quality of other websites linking to you
2. Technology
Site structure, internal linking,
load times, meta tags, mobile friendly
4. User/Usage signals
bounce rates, high time-on-site
But what are the main ranking factors?
Ranking
Factors
User signals: does it matter where users click?
And how soon they return to the SERP? (long/short clicks)
User signals: clicks
https://youtu.be/n7ZKvq4I4ww?t=15m45s
Danny Sullivan (Search Engine Land) interviews Google
Webmaster Trends Analyst Gary Illyes. Go to 15m 45s.
Ranking
Factors
“The main things that we use clicks for,
are evaluation and experimentation”
Ranking
Factors
There are other tools too that can be used to harvest user signals
Ranking
Factors
Machine learning is now part of Google’s algorithm
http://searchengineland.com/faq-all-about-the-new-google-rankbrain-algorithm-234440
It becomes difficult to tell how usage signals are taken
into account to improve results (even to Googlers)
Ranking
Factors
Ranking
Factors
A keyword is the main link
between the query typed in
by the searcher, and your
content
It is how you ‘catch’
the searcher.
Ranking
Factors
Google for a
fishing icon
and you’ll find this
page.
It has the right
words in the right
locations.
1. Page title
2. On-page headline (H1)
3. Image alt text
2
3
1 Ranking
Factors
In addition: Google understands that the
whole website is specialized in icons.
Ranking
Factors
Ranking
Factors
Keywords are important, but
Google will try to match searcher intent
with the best result.
Content quality: E.A.T.
Ranking
Factors
Expertise
Is the content on the page relevant to area of
expertise of site and author
Trust
Domain history, link graph, spam analysis
Authority
Who is linking to you?
Content quality: E.A.T.
Ranking
Factors
thesempost.com/google-quality-raters-guide-mobile
Which website has performed better in search engines?
Ranking
Factors
Website 1
• Targets India
• Exists 4 years
• Provides lots of
information on private,
sensitive issues
Website 2
• Targets Zimbabwe
• Exists 4 months
• Mostly publishes opinion
Ranking
Factors
Website 1 Website 2
Which website has performed better in search engines?
Number of social shares a ranking factor?
Ranking
Factors
Important element of ranking:
Google’s battle against spam
Ranking
Factors
Important element of ranking:
Google’s battle against spam
Ranking
Factors
Examples of negative ranking factors:
• Keyword stuffing
• Hidden content
• Scraped content
• Too many ads
• Shallow content
Apart from true ranking factors,
what you see in search results is influenced by:
search history
Logged in? Check
https://history.google.com/history/
Apart from true ranking factors,
what you see in search results is influenced by:
Location
Apart from true ranking factors,
what you see in search results is influenced by:
Language settings
Apart from true ranking factors,
what you see in search results is influenced by:
Device
(Desktop or
mobile)
Let’s do a ‘personalization’ test
Take your mobile, tablet or laptop and perform these searches:
1. international communication
2. SEO
3. Dutch lessons
4. Apple
5. The Hague
Take a screenshot of the results and
share them on Twitter with hashtag #HUSEOtest
My desktop ‘The Hague’ results, searching from Hilversum
How does your website perform in search?
(When you do test-searches for your site,
don’t forget to open a private session)
How does your website perform in search?
1. Search on your brand’s name. Which results are shown?
2. Do a site: search. How many results? Is the number of pages equal
to what you have on your site?
3. Search on keywords you want to target. Is your site visible for
those queries?
4. Check traffic from organic search, spot the trend
5. Verify Google Search Console for your site and check all kinds of
info there
6. If your pages are shown in results, what do they look like? Do the
search snippets look good, are any sitelinks shown?
7. Check results on mobile. Do they look alright? Do you have mobile
friendly pages?
Rank monitoring, no exact science
More metrics to track
https://moz.com/beginners-guide-to-seo/measuring-and-tracking-success
flickr.com/photos/hotcherry/1358179930/
You probably
don’t have any
questions, do you
...
Remember: optimize for people, focus on your users
(but facilitate easy crawling and indexing by search engines)
Thanks for listening!
Contact me on
twitter.com/avanelk
linkedin.com/in/avanelk
plus.google.com/+ArnevanElk
or
arne.vanelk@rnw.org

Weitere ähnliche Inhalte

Was ist angesagt?

HSMAI2011 west web-strategiesthatwork
HSMAI2011 west web-strategiesthatworkHSMAI2011 west web-strategiesthatwork
HSMAI2011 west web-strategiesthatworkMarcel Media
 
the current state of... Search Engine Optimization (SEO) (Oct, 2015)
the current state of... Search Engine Optimization (SEO) (Oct, 2015)the current state of... Search Engine Optimization (SEO) (Oct, 2015)
the current state of... Search Engine Optimization (SEO) (Oct, 2015)Brian Alpert
 
Sandcamp SEO Presentation 1/24/10
Sandcamp SEO Presentation 1/24/10Sandcamp SEO Presentation 1/24/10
Sandcamp SEO Presentation 1/24/10Max Thomas
 
Georgetown University Guest lecture on SEO and online marketing
Georgetown University Guest lecture on SEO and online marketingGeorgetown University Guest lecture on SEO and online marketing
Georgetown University Guest lecture on SEO and online marketingWO Strategies
 
Pakar SEO Jogja Iswanto SEO
Pakar SEO Jogja Iswanto SEOPakar SEO Jogja Iswanto SEO
Pakar SEO Jogja Iswanto SEOIswanto Seo
 
Social Media Marketing From Start To Finish
Social Media Marketing From Start To FinishSocial Media Marketing From Start To Finish
Social Media Marketing From Start To FinishLorna Li
 
All About Search Engine Marketing - A Look At the Past
All About Search Engine Marketing - A Look At the Past All About Search Engine Marketing - A Look At the Past
All About Search Engine Marketing - A Look At the Past Jing Zhou
 
Crash Course on Digital Marketing
Crash Course on Digital MarketingCrash Course on Digital Marketing
Crash Course on Digital MarketingMa. Lenzy Lala
 
Rob Garner on Google Personalization, SMX Toronto March 2010
Rob Garner on Google Personalization, SMX Toronto March 2010Rob Garner on Google Personalization, SMX Toronto March 2010
Rob Garner on Google Personalization, SMX Toronto March 2010Rob Garner
 
SEO, SEM, SMO Project
SEO, SEM, SMO ProjectSEO, SEM, SMO Project
SEO, SEM, SMO Projectaliceaudrey
 
Technical Issues in SEO
Technical Issues in SEOTechnical Issues in SEO
Technical Issues in SEOwebstepup
 
Google adwords keyword research & SEO tools setups
Google adwords keyword research & SEO tools setupsGoogle adwords keyword research & SEO tools setups
Google adwords keyword research & SEO tools setupsJake Aull
 

Was ist angesagt? (16)

HSMAI2011 west web-strategiesthatwork
HSMAI2011 west web-strategiesthatworkHSMAI2011 west web-strategiesthatwork
HSMAI2011 west web-strategiesthatwork
 
the current state of... Search Engine Optimization (SEO) (Oct, 2015)
the current state of... Search Engine Optimization (SEO) (Oct, 2015)the current state of... Search Engine Optimization (SEO) (Oct, 2015)
the current state of... Search Engine Optimization (SEO) (Oct, 2015)
 
Sandcamp SEO Presentation 1/24/10
Sandcamp SEO Presentation 1/24/10Sandcamp SEO Presentation 1/24/10
Sandcamp SEO Presentation 1/24/10
 
Georgetown University Guest lecture on SEO and online marketing
Georgetown University Guest lecture on SEO and online marketingGeorgetown University Guest lecture on SEO and online marketing
Georgetown University Guest lecture on SEO and online marketing
 
Pakar SEO Jogja Iswanto SEO
Pakar SEO Jogja Iswanto SEOPakar SEO Jogja Iswanto SEO
Pakar SEO Jogja Iswanto SEO
 
Social Media Marketing From Start To Finish
Social Media Marketing From Start To FinishSocial Media Marketing From Start To Finish
Social Media Marketing From Start To Finish
 
All About Search Engine Marketing - A Look At the Past
All About Search Engine Marketing - A Look At the Past All About Search Engine Marketing - A Look At the Past
All About Search Engine Marketing - A Look At the Past
 
Cirs certification-training-program
Cirs certification-training-programCirs certification-training-program
Cirs certification-training-program
 
Crash Course on Digital Marketing
Crash Course on Digital MarketingCrash Course on Digital Marketing
Crash Course on Digital Marketing
 
Rob Garner on Google Personalization, SMX Toronto March 2010
Rob Garner on Google Personalization, SMX Toronto March 2010Rob Garner on Google Personalization, SMX Toronto March 2010
Rob Garner on Google Personalization, SMX Toronto March 2010
 
Search Marketing
Search MarketingSearch Marketing
Search Marketing
 
SEO, SEM, SMO Project
SEO, SEM, SMO ProjectSEO, SEM, SMO Project
SEO, SEM, SMO Project
 
Seo basic
Seo basicSeo basic
Seo basic
 
NFAIS - Social Search
NFAIS - Social SearchNFAIS - Social Search
NFAIS - Social Search
 
Technical Issues in SEO
Technical Issues in SEOTechnical Issues in SEO
Technical Issues in SEO
 
Google adwords keyword research & SEO tools setups
Google adwords keyword research & SEO tools setupsGoogle adwords keyword research & SEO tools setups
Google adwords keyword research & SEO tools setups
 

Andere mochten auch

HvA gastcollege - Google als persbureau (2013)
HvA gastcollege - Google als persbureau (2013)HvA gastcollege - Google als persbureau (2013)
HvA gastcollege - Google als persbureau (2013)Arne van Elk
 
SEO checklist for editors Love Matters India session
SEO checklist for editors Love Matters India sessionSEO checklist for editors Love Matters India session
SEO checklist for editors Love Matters India sessionArne van Elk
 
Vpod mediamonitoring
Vpod mediamonitoringVpod mediamonitoring
Vpod mediamonitoringArne van Elk
 
Van Catalogiseren Naar Metadatabeheer131107
Van Catalogiseren Naar Metadatabeheer131107Van Catalogiseren Naar Metadatabeheer131107
Van Catalogiseren Naar Metadatabeheer131107hhj4
 
Importance of tags on a website
Importance of tags on a websiteImportance of tags on a website
Importance of tags on a websiteArne van Elk
 
Metadata & Google: a love story
Metadata & Google: a love storyMetadata & Google: a love story
Metadata & Google: a love storyArne van Elk
 
Karen Thomassen
Karen ThomassenKaren Thomassen
Karen Thomassenmarksson
 
VOKA opleiding social media marketing
VOKA opleiding social media marketingVOKA opleiding social media marketing
VOKA opleiding social media marketingKevin Heylen
 
SIO - Social Web Optimization. Ein Überblick
SIO - Social Web Optimization. Ein ÜberblickSIO - Social Web Optimization. Ein Überblick
SIO - Social Web Optimization. Ein ÜberblickFrank Tentler
 
2014 06 20 conférence sea 10 ans jvweb ab slideshare
2014 06 20 conférence sea 10 ans jvweb ab slideshare2014 06 20 conférence sea 10 ans jvweb ab slideshare
2014 06 20 conférence sea 10 ans jvweb ab slideshareJVWEB
 
9 wordpress site maken
9 wordpress site maken9 wordpress site maken
9 wordpress site makenTim Guily
 
Geavanceerde SEA optimalisatie voor eCommerce - Netprofiler
Geavanceerde SEA optimalisatie voor eCommerce - NetprofilerGeavanceerde SEA optimalisatie voor eCommerce - Netprofiler
Geavanceerde SEA optimalisatie voor eCommerce - NetprofilerNetprofiler
 
M+LEARNING: FORMATION EXCEL #TOSA International
M+LEARNING: FORMATION EXCEL #TOSA International M+LEARNING: FORMATION EXCEL #TOSA International
M+LEARNING: FORMATION EXCEL #TOSA International HERMANN DJOUMESSI, MA
 
Kennismakingshandleiding bob50
Kennismakingshandleiding bob50Kennismakingshandleiding bob50
Kennismakingshandleiding bob50arthurbazile
 
Lean startup workshop (1)
Lean startup workshop (1)Lean startup workshop (1)
Lean startup workshop (1)Sydney Cohen
 
Prologistics promotion onsite & online Français
Prologistics promotion onsite & online FrançaisPrologistics promotion onsite & online Français
Prologistics promotion onsite & online FrançaiseasyFairs_belgium
 

Andere mochten auch (20)

HvA gastcollege - Google als persbureau (2013)
HvA gastcollege - Google als persbureau (2013)HvA gastcollege - Google als persbureau (2013)
HvA gastcollege - Google als persbureau (2013)
 
SEO checklist for editors Love Matters India session
SEO checklist for editors Love Matters India sessionSEO checklist for editors Love Matters India session
SEO checklist for editors Love Matters India session
 
Vpod mediamonitoring
Vpod mediamonitoringVpod mediamonitoring
Vpod mediamonitoring
 
Van Catalogiseren Naar Metadatabeheer131107
Van Catalogiseren Naar Metadatabeheer131107Van Catalogiseren Naar Metadatabeheer131107
Van Catalogiseren Naar Metadatabeheer131107
 
Importance of tags on a website
Importance of tags on a websiteImportance of tags on a website
Importance of tags on a website
 
Metadata & Google: a love story
Metadata & Google: a love storyMetadata & Google: a love story
Metadata & Google: a love story
 
Karen Thomassen
Karen ThomassenKaren Thomassen
Karen Thomassen
 
VOKA opleiding social media marketing
VOKA opleiding social media marketingVOKA opleiding social media marketing
VOKA opleiding social media marketing
 
SIO - Social Web Optimization. Ein Überblick
SIO - Social Web Optimization. Ein ÜberblickSIO - Social Web Optimization. Ein Überblick
SIO - Social Web Optimization. Ein Überblick
 
UltimaclaseMTE
UltimaclaseMTEUltimaclaseMTE
UltimaclaseMTE
 
Verdades en agua
Verdades en aguaVerdades en agua
Verdades en agua
 
2014 06 20 conférence sea 10 ans jvweb ab slideshare
2014 06 20 conférence sea 10 ans jvweb ab slideshare2014 06 20 conférence sea 10 ans jvweb ab slideshare
2014 06 20 conférence sea 10 ans jvweb ab slideshare
 
9 wordpress site maken
9 wordpress site maken9 wordpress site maken
9 wordpress site maken
 
Geavanceerde SEA optimalisatie voor eCommerce - Netprofiler
Geavanceerde SEA optimalisatie voor eCommerce - NetprofilerGeavanceerde SEA optimalisatie voor eCommerce - Netprofiler
Geavanceerde SEA optimalisatie voor eCommerce - Netprofiler
 
M+LEARNING: FORMATION EXCEL #TOSA International
M+LEARNING: FORMATION EXCEL #TOSA International M+LEARNING: FORMATION EXCEL #TOSA International
M+LEARNING: FORMATION EXCEL #TOSA International
 
Le chef de projet
Le chef de projetLe chef de projet
Le chef de projet
 
Kennismakingshandleiding bob50
Kennismakingshandleiding bob50Kennismakingshandleiding bob50
Kennismakingshandleiding bob50
 
Springboard
SpringboardSpringboard
Springboard
 
Lean startup workshop (1)
Lean startup workshop (1)Lean startup workshop (1)
Lean startup workshop (1)
 
Prologistics promotion onsite & online Français
Prologistics promotion onsite & online FrançaisPrologistics promotion onsite & online Français
Prologistics promotion onsite & online Français
 

Ähnlich wie What the * is SEO

SEO and Inbound Marketing for Schools - New Answers to Old Questions for Grow...
SEO and Inbound Marketing for Schools - New Answers to Old Questions for Grow...SEO and Inbound Marketing for Schools - New Answers to Old Questions for Grow...
SEO and Inbound Marketing for Schools - New Answers to Old Questions for Grow...Higher Education Marketing
 
Maximizing Search Engines
Maximizing Search EnginesMaximizing Search Engines
Maximizing Search EnginesSusby Digital
 
Iaee Ts2 Is Your Event Website Optimized Part 1
Iaee Ts2 Is Your Event Website Optimized   Part 1Iaee Ts2 Is Your Event Website Optimized   Part 1
Iaee Ts2 Is Your Event Website Optimized Part 1Velvet Chainsaw Consulting
 
Search Marketing: Updated March 2011
Search Marketing: Updated March 2011Search Marketing: Updated March 2011
Search Marketing: Updated March 2011Element Three
 
A Professional Digital Pl Content Development, And...
A Professional Digital Pl Content Development, And...A Professional Digital Pl Content Development, And...
A Professional Digital Pl Content Development, And...Michelle Robertson
 
Seo (Search Engine Optimization)
Seo (Search Engine Optimization)Seo (Search Engine Optimization)
Seo (Search Engine Optimization)mudit agrawal
 
Teaching seo in a classroom
Teaching seo in a classroomTeaching seo in a classroom
Teaching seo in a classroomstephencroome
 
Digital Marketing 101 (A Vibewire Workshop)
Digital Marketing 101 (A Vibewire Workshop)Digital Marketing 101 (A Vibewire Workshop)
Digital Marketing 101 (A Vibewire Workshop)Annabel Hodges
 
Top SEO Company, SEO Services India, Web Designing and Development Agency Delhi
Top SEO Company, SEO Services India, Web Designing and Development Agency DelhiTop SEO Company, SEO Services India, Web Designing and Development Agency Delhi
Top SEO Company, SEO Services India, Web Designing and Development Agency Delhisjohn2804
 
Online marketing workshop april13
Online marketing workshop april13Online marketing workshop april13
Online marketing workshop april13Sam shetty
 
Module 1 Search Engine Optimization .pptx
Module 1 Search Engine Optimization .pptxModule 1 Search Engine Optimization .pptx
Module 1 Search Engine Optimization .pptxadvbest123
 

Ähnlich wie What the * is SEO (20)

SEO and Inbound Marketing for Schools - New Answers to Old Questions for Grow...
SEO and Inbound Marketing for Schools - New Answers to Old Questions for Grow...SEO and Inbound Marketing for Schools - New Answers to Old Questions for Grow...
SEO and Inbound Marketing for Schools - New Answers to Old Questions for Grow...
 
Maximizing Search Engines
Maximizing Search EnginesMaximizing Search Engines
Maximizing Search Engines
 
Iaee Ts2 Is Your Event Website Optimized Part 1
Iaee Ts2 Is Your Event Website Optimized   Part 1Iaee Ts2 Is Your Event Website Optimized   Part 1
Iaee Ts2 Is Your Event Website Optimized Part 1
 
SEO.pdf
SEO.pdfSEO.pdf
SEO.pdf
 
Decworkshop
DecworkshopDecworkshop
Decworkshop
 
Essay On SEO
Essay On SEOEssay On SEO
Essay On SEO
 
Growing Rave Marketing
Growing Rave MarketingGrowing Rave Marketing
Growing Rave Marketing
 
Nt1310 Unit 3 Plugins
Nt1310 Unit 3 PluginsNt1310 Unit 3 Plugins
Nt1310 Unit 3 Plugins
 
Search Marketing: Updated March 2011
Search Marketing: Updated March 2011Search Marketing: Updated March 2011
Search Marketing: Updated March 2011
 
A Professional Digital Pl Content Development, And...
A Professional Digital Pl Content Development, And...A Professional Digital Pl Content Development, And...
A Professional Digital Pl Content Development, And...
 
Seo (Search Engine Optimization)
Seo (Search Engine Optimization)Seo (Search Engine Optimization)
Seo (Search Engine Optimization)
 
Web Analytics Training Course
Web Analytics Training CourseWeb Analytics Training Course
Web Analytics Training Course
 
Teaching seo in a classroom
Teaching seo in a classroomTeaching seo in a classroom
Teaching seo in a classroom
 
Digital Marketing 101 (A Vibewire Workshop)
Digital Marketing 101 (A Vibewire Workshop)Digital Marketing 101 (A Vibewire Workshop)
Digital Marketing 101 (A Vibewire Workshop)
 
Search Engine Optimization ( Seo )
Search Engine Optimization ( Seo )Search Engine Optimization ( Seo )
Search Engine Optimization ( Seo )
 
Top SEO Company, SEO Services India, Web Designing and Development Agency Delhi
Top SEO Company, SEO Services India, Web Designing and Development Agency DelhiTop SEO Company, SEO Services India, Web Designing and Development Agency Delhi
Top SEO Company, SEO Services India, Web Designing and Development Agency Delhi
 
Online marketing workshop april13
Online marketing workshop april13Online marketing workshop april13
Online marketing workshop april13
 
Internet Marketing Basics
Internet Marketing BasicsInternet Marketing Basics
Internet Marketing Basics
 
Internet Marketing Basics
Internet Marketing BasicsInternet Marketing Basics
Internet Marketing Basics
 
Module 1 Search Engine Optimization .pptx
Module 1 Search Engine Optimization .pptxModule 1 Search Engine Optimization .pptx
Module 1 Search Engine Optimization .pptx
 

Kürzlich hochgeladen

Niche Domination Prodigy Review Plus Bonus
Niche Domination Prodigy Review Plus BonusNiche Domination Prodigy Review Plus Bonus
Niche Domination Prodigy Review Plus BonusSkylark Nobin
 
Introduction to ICANN and Fellowship program by Shreedeep Rayamajhi.pdf
Introduction to ICANN and Fellowship program  by Shreedeep Rayamajhi.pdfIntroduction to ICANN and Fellowship program  by Shreedeep Rayamajhi.pdf
Introduction to ICANN and Fellowship program by Shreedeep Rayamajhi.pdfShreedeep Rayamajhi
 
A_Z-1_0_4T_00A-EN_U-Po_w_erPoint_06.pptx
A_Z-1_0_4T_00A-EN_U-Po_w_erPoint_06.pptxA_Z-1_0_4T_00A-EN_U-Po_w_erPoint_06.pptx
A_Z-1_0_4T_00A-EN_U-Po_w_erPoint_06.pptxjayshuklatrainer
 
world Tuberculosis day ppt 25-3-2024.pptx
world Tuberculosis day ppt 25-3-2024.pptxworld Tuberculosis day ppt 25-3-2024.pptx
world Tuberculosis day ppt 25-3-2024.pptxnaveenithkrishnan
 
Bio Medical Waste Management Guideliness 2023 ppt.pptx
Bio Medical Waste Management Guideliness 2023 ppt.pptxBio Medical Waste Management Guideliness 2023 ppt.pptx
Bio Medical Waste Management Guideliness 2023 ppt.pptxnaveenithkrishnan
 
Zero-day Vulnerabilities
Zero-day VulnerabilitiesZero-day Vulnerabilities
Zero-day Vulnerabilitiesalihassaah1994
 
Presentation2.pptx - JoyPress Wordpress
Presentation2.pptx -  JoyPress WordpressPresentation2.pptx -  JoyPress Wordpress
Presentation2.pptx - JoyPress Wordpressssuser166378
 
Check out the Free Landing Page Hosting in 2024
Check out the Free Landing Page Hosting in 2024Check out the Free Landing Page Hosting in 2024
Check out the Free Landing Page Hosting in 2024Shubham Pant
 
Benefits of doing Internet peering and running an Internet Exchange (IX) pres...
Benefits of doing Internet peering and running an Internet Exchange (IX) pres...Benefits of doing Internet peering and running an Internet Exchange (IX) pres...
Benefits of doing Internet peering and running an Internet Exchange (IX) pres...APNIC
 
Vision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced Horizons
Vision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced HorizonsVision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced Horizons
Vision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced HorizonsRoxana Stingu
 
LESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdf
LESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdfLESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdf
LESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdfmchristianalwyn
 
WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024
WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024
WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024Jan Löffler
 
TYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDS
TYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDSTYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDS
TYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDSedrianrheine
 
LESSON 10/ GROUP 10/ ST. THOMAS AQUINASS
LESSON 10/ GROUP 10/ ST. THOMAS AQUINASSLESSON 10/ GROUP 10/ ST. THOMAS AQUINASS
LESSON 10/ GROUP 10/ ST. THOMAS AQUINASSlesteraporado16
 
Computer 10 Lesson 8: Building a Website
Computer 10 Lesson 8: Building a WebsiteComputer 10 Lesson 8: Building a Website
Computer 10 Lesson 8: Building a WebsiteMavein
 

Kürzlich hochgeladen (15)

Niche Domination Prodigy Review Plus Bonus
Niche Domination Prodigy Review Plus BonusNiche Domination Prodigy Review Plus Bonus
Niche Domination Prodigy Review Plus Bonus
 
Introduction to ICANN and Fellowship program by Shreedeep Rayamajhi.pdf
Introduction to ICANN and Fellowship program  by Shreedeep Rayamajhi.pdfIntroduction to ICANN and Fellowship program  by Shreedeep Rayamajhi.pdf
Introduction to ICANN and Fellowship program by Shreedeep Rayamajhi.pdf
 
A_Z-1_0_4T_00A-EN_U-Po_w_erPoint_06.pptx
A_Z-1_0_4T_00A-EN_U-Po_w_erPoint_06.pptxA_Z-1_0_4T_00A-EN_U-Po_w_erPoint_06.pptx
A_Z-1_0_4T_00A-EN_U-Po_w_erPoint_06.pptx
 
world Tuberculosis day ppt 25-3-2024.pptx
world Tuberculosis day ppt 25-3-2024.pptxworld Tuberculosis day ppt 25-3-2024.pptx
world Tuberculosis day ppt 25-3-2024.pptx
 
Bio Medical Waste Management Guideliness 2023 ppt.pptx
Bio Medical Waste Management Guideliness 2023 ppt.pptxBio Medical Waste Management Guideliness 2023 ppt.pptx
Bio Medical Waste Management Guideliness 2023 ppt.pptx
 
Zero-day Vulnerabilities
Zero-day VulnerabilitiesZero-day Vulnerabilities
Zero-day Vulnerabilities
 
Presentation2.pptx - JoyPress Wordpress
Presentation2.pptx -  JoyPress WordpressPresentation2.pptx -  JoyPress Wordpress
Presentation2.pptx - JoyPress Wordpress
 
Check out the Free Landing Page Hosting in 2024
Check out the Free Landing Page Hosting in 2024Check out the Free Landing Page Hosting in 2024
Check out the Free Landing Page Hosting in 2024
 
Benefits of doing Internet peering and running an Internet Exchange (IX) pres...
Benefits of doing Internet peering and running an Internet Exchange (IX) pres...Benefits of doing Internet peering and running an Internet Exchange (IX) pres...
Benefits of doing Internet peering and running an Internet Exchange (IX) pres...
 
Vision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced Horizons
Vision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced HorizonsVision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced Horizons
Vision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced Horizons
 
LESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdf
LESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdfLESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdf
LESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdf
 
WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024
WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024
WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024
 
TYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDS
TYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDSTYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDS
TYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDS
 
LESSON 10/ GROUP 10/ ST. THOMAS AQUINASS
LESSON 10/ GROUP 10/ ST. THOMAS AQUINASSLESSON 10/ GROUP 10/ ST. THOMAS AQUINASS
LESSON 10/ GROUP 10/ ST. THOMAS AQUINASS
 
Computer 10 Lesson 8: Building a Website
Computer 10 Lesson 8: Building a WebsiteComputer 10 Lesson 8: Building a Website
Computer 10 Lesson 8: Building a Website
 

What the * is SEO

  • 1. What the * is SEO ... and how to use it Guest Lecture at The Hague University of Applied Sciences International Communication Management (ICM)
  • 2. Agenda • Introduction • The web search landscape • What is SEO? • Ranking Factors • Personalization of results • How to measure SEO success • Roundup / Questions
  • 3. Name: Arne van Elk Current position: Specialist SEO & Information Architecture @ RNW Media. Experience: • 18 years in online research, information retrieval & management, journalism, web search • 5 years in Search Engine Optimization. • 10 years training editors in web search, online research & SEO
  • 4. • NGO using media for social change • Connecting communities and change-makers • Target groups 15 – 35 year • Training Centre RNW Media: Informed people shape a better future
  • 5. • Democracy and good governance • Sexual health & rights • International justice Themes
  • 8. The Web Search Landscape flickr.com/photos/72486075@N00/383577651 When did you last perform an online search? What kind of search?
  • 9. Content quality: E.A.T. In the beginning ... we could browse the web
  • 10. We used many search engines
  • 11. Content quality: E.A.T. And ‘SERPs’ looked something like this
  • 12. Content quality: E.A.T. Today’s SERPs look different
  • 13. And only a few search engines remain
  • 14. In large parts of the world there’s one dominant player
  • 15. Why was Google succesful where others failed? Major innovations in search technology, like Pagerank They developed an efficient system of auctioning ads that appear alongside search results in a relevant way See: www.seobythesea.com
  • 16. You need deep pockets to keep track of ‘everything’ that’s being produced online
  • 17. Social can be ‘search’ too
  • 18. We used to search on desktop only
  • 20. From search to personal assistent
  • 21. Integration of web results and in-app results
  • 22. There are many ways for visitors to reach your website Search is just one of them, these days often trumped by social
  • 23. DIGITAL MARKETING: Many ways to reach potential audiences / customers
  • 24. Search Engine Marketing How important ‘search’ is to your overall marketing strategy depends on your business (what you have to offer).
  • 28. SEO: Free traffic to your website SEA: Paid traffic to your website What is organic search traffic?
  • 29. Free vs Paid results
  • 30. Free vs Paid results on mobile PLAs (product listing ads) Regular mobile ads Organic results below the fold
  • 31. SEO starts with ... understanding the needs of your audience, target groups, customers. flickr.com/photos/batmoo/3734837951/
  • 32. What kind of needs? - 3 Types of Search Queries Do (Transactional) Know (Informational) Go (Navigational) Searchers want to go directly to a website or a specific page. Searchers want to know or learn more about a topic. Searchers want to do or perform some web-mediated activity.
  • 33. How can you help your audience or customers? What do they want to know, read, watch or buy? flickr.com/photos/chriscwy/16166218964/
  • 34. SEO = optimizing for PEOPLE who use search engines
  • 35. How to rank in organic search results? What do YOU think is most important
  • 36. You don’t search the web, you search in Google’s index Ranking Factors youtube.com/watch?v=BNHR6IQJGZs
  • 38. 1. Content Semantics, structure, layout, media rich 3. Backlinks quantity and quality of other websites linking to you 2. Technology Site structure, internal linking, load times, meta tags, mobile friendly 4. User/Usage signals bounce rates, high time-on-site But what are the main ranking factors? Ranking Factors
  • 39. User signals: does it matter where users click? And how soon they return to the SERP? (long/short clicks)
  • 40. User signals: clicks https://youtu.be/n7ZKvq4I4ww?t=15m45s Danny Sullivan (Search Engine Land) interviews Google Webmaster Trends Analyst Gary Illyes. Go to 15m 45s. Ranking Factors
  • 41. “The main things that we use clicks for, are evaluation and experimentation” Ranking Factors
  • 42. There are other tools too that can be used to harvest user signals Ranking Factors
  • 43. Machine learning is now part of Google’s algorithm http://searchengineland.com/faq-all-about-the-new-google-rankbrain-algorithm-234440 It becomes difficult to tell how usage signals are taken into account to improve results (even to Googlers) Ranking Factors
  • 45. A keyword is the main link between the query typed in by the searcher, and your content It is how you ‘catch’ the searcher. Ranking Factors
  • 46. Google for a fishing icon and you’ll find this page. It has the right words in the right locations. 1. Page title 2. On-page headline (H1) 3. Image alt text 2 3 1 Ranking Factors
  • 47. In addition: Google understands that the whole website is specialized in icons. Ranking Factors
  • 48. Ranking Factors Keywords are important, but Google will try to match searcher intent with the best result.
  • 50. Expertise Is the content on the page relevant to area of expertise of site and author Trust Domain history, link graph, spam analysis Authority Who is linking to you? Content quality: E.A.T. Ranking Factors thesempost.com/google-quality-raters-guide-mobile
  • 51. Which website has performed better in search engines? Ranking Factors Website 1 • Targets India • Exists 4 years • Provides lots of information on private, sensitive issues Website 2 • Targets Zimbabwe • Exists 4 months • Mostly publishes opinion
  • 52. Ranking Factors Website 1 Website 2 Which website has performed better in search engines?
  • 53. Number of social shares a ranking factor? Ranking Factors
  • 54. Important element of ranking: Google’s battle against spam Ranking Factors
  • 55. Important element of ranking: Google’s battle against spam Ranking Factors Examples of negative ranking factors: • Keyword stuffing • Hidden content • Scraped content • Too many ads • Shallow content
  • 56. Apart from true ranking factors, what you see in search results is influenced by: search history
  • 58. Apart from true ranking factors, what you see in search results is influenced by: Location
  • 59. Apart from true ranking factors, what you see in search results is influenced by: Language settings
  • 60. Apart from true ranking factors, what you see in search results is influenced by: Device (Desktop or mobile)
  • 61. Let’s do a ‘personalization’ test Take your mobile, tablet or laptop and perform these searches: 1. international communication 2. SEO 3. Dutch lessons 4. Apple 5. The Hague Take a screenshot of the results and share them on Twitter with hashtag #HUSEOtest
  • 62. My desktop ‘The Hague’ results, searching from Hilversum
  • 63. How does your website perform in search? (When you do test-searches for your site, don’t forget to open a private session)
  • 64. How does your website perform in search? 1. Search on your brand’s name. Which results are shown? 2. Do a site: search. How many results? Is the number of pages equal to what you have on your site? 3. Search on keywords you want to target. Is your site visible for those queries? 4. Check traffic from organic search, spot the trend 5. Verify Google Search Console for your site and check all kinds of info there 6. If your pages are shown in results, what do they look like? Do the search snippets look good, are any sitelinks shown? 7. Check results on mobile. Do they look alright? Do you have mobile friendly pages?
  • 65. Rank monitoring, no exact science
  • 66. More metrics to track https://moz.com/beginners-guide-to-seo/measuring-and-tracking-success
  • 68. Remember: optimize for people, focus on your users (but facilitate easy crawling and indexing by search engines)
  • 69. Thanks for listening! Contact me on twitter.com/avanelk linkedin.com/in/avanelk plus.google.com/+ArnevanElk or arne.vanelk@rnw.org

Hinweis der Redaktion

  1. Agenda. Ranking Factors might better be called ‘SEO success factors’
  2. In the beginning ... We could browse the web
  3. We used many different web search engines
  4. The changes we’ve seen over the years might have had a huge impact on your visibility in search engine results: adapting to those changes is what SEO is about.
  5. Now there are only a few left  To index the web today takes up enormous resources. Yahoo is powered by a combination of Bing and Google!
  6. Now there are only a few left  To index the web today takes up enormous resources. Yahoo is powered by a combination of Bing and Google!
  7. What did they do better than other search engines? - pagerank, they figured out a way to truly measure popularity / quality - monetization, they figured out how to show ads in a not-too-intrusive, even relevant way
  8. In other words: They made (a lot of) money! And that’s needed to keep track of web content where the production of that content exploded
  9. But don’t forget that you can search on social media too. On Linkedin, Youtube etc a lot of people search, and you can optimize your visibility for those searches as well.
  10. We used to search on desktop only
  11. Now many searches are performed on mobile and results increasingly are influenced by your exact location
  12. Many websites have seen that search as traffic source has become less important
  13. DIGITAL MARKETING: Many ways to reach potential audiences / customers Social Media Marketing Email marketing Display Advertising Affiliate Marketing Search Engine Marketing: Search Engine Advertising Search Engine Optimisation
  14. How important ‘search’ is to your overall marketing strategy depends on what you have to offer.
  15. SEM = SEA and SEO
  16. But let us start by explaining what the difference is between SEO and SEA <click> So left you see a highway which you DO NOT have to pay for. You can compare this to SEO it brings you free traffic <click> And right you see a highway for which you need to pay toll. This is more like SEA it brings you paid traffic <click>
  17. Go, Know, Do: Go (Navigational) Searchers want to go directly to a website, or go to a specific page on a website. Know (Informational) Searchers want to know or learn more about a topic. Do (Transactional) Searchers want to do or perform some web-mediated activity.
  18. SEO is optimizing for PEOPLE who use search engines. Applying a bunch of tricks is not a sustainable SEO strategy. And ranking no. 1 is never the ultimate goal, you want to get people to your site and do the specific things that will help your business.
  19. Discuss with your fellow students: What differentiates a TOP result from web pages ranking in position 20 or lower
  20. Well there are other tools too that can be used to harvest user signals
  21. ... But it is also ranking because the whole site is about icons. The search engine has acknowleged the iconfinder's expertise (on this topic)
  22. ... But it is also ranking because the whole site is about icons. The search engine has acknowlegded the iconfinder's expertise (on this topic)
  23. But remember: it’s not about the exact linking of query, and words on your page. It’s about helping Google understand what the page is about, and how/why is could be useful for a specific query
  24. When your content gets shared on social media, more people will know about it (as with any other type of online or offline campaign). And when more people know and talk about you or your content, the more chance you have that actual direct ranking signals (like incoming links) are positively influenced.
  25. Apart from true ranking factors, what you see in search results is heavily influenced by various ‘personalized’ settings. Check for instance the difference between ‘private results on’ and off
  26. Apart from true ranking factors, what you see in search results is heavily influenced by various ‘personalized’ settings. Check for instance the difference between ‘private results on’ and off
  27. How to get a basic idea of a website's performance in search (or search visibility) - do a search on the brand name - do a site: search. How many results? Is the number of pages equal to what you have on your site? - search on some of the keywords you want to target - check traffic from organic search - install Google Search Console and check all kinds of info there - check results in the SERPs. Do they look normal? Are sitelinks shown? - check results on mobile. How do they look? And what happens when you click on the result? Do you see a mobile friendly page?
  28. How to get a basic idea of a website's performance in search (or search visibility) - do a search on the brand name - do a site: search. How many results? Is the number of pages equal to what you have on your site? - search on some of the keywords you want to target - check traffic from organic search - install Google Search Console and check all kinds of info there - check results in the SERPs. Do they look normal? Are sitelinks shown? - check results on mobile. How do they look? And what happens when you click on the result? Do you see a mobile friendly page?