SEO trends - Paul Goosens, CareerBuilder

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SEO trends - Paul Goosens, CareerBuilder

  1. 1. SEO IN 2013
  2. 2. TOPICSIntroductionHow Search WorkQuick SEO recapSEO TrendsSEO IN 2013
  3. 3. INTRODUCTIONPaul GoossensDirector of Global SEOBased in the NetherlandsJobsite SEO since 2001SEO for 50 sites in 25 countries
  4. 4. GOOGLESearch Engine = GoogleCrawling and IndexingAlgorithmsFighting SpamHOW SEARCH WORK
  5. 5. SEARCH ENGINE = GOOGLEIn Sweden 96%Globally Google’s share is 89.9%
  6. 6. Source: http://www.google.com/insidesearch/howsearchworks/thestory/
  7. 7. Source: http://www.google.com/insidesearch/howsearchworks/thestory/
  8. 8. Source: http://www.google.com/insidesearch/howsearchworks/thestory/
  9. 9. Source: http://www.google.com/insidesearch/howsearchworks/thestory/Lediga jobb i Stockholm
  10. 10. Source: http://www.google.com/insidesearch/howsearchworks/thestory/
  11. 11. Source: http://www.google.com/insidesearch/howsearchworks/thestory/
  12. 12. WHY SEARCH ENGINE OPTIMIZATION?±75% of clicks are done on organic results of the first result page
  13. 13. WHY SEARCH ENGINE OPTIMIZATION?Google is a “living organism” that constantly changesGoogle is constantlychanging their algorithmand visuals and theyare adding new featuresUniversal SearchGoogle PlacesPaid SearchImage SearchVideo SearchGoogle MapsGoogle ShoppingGoogle Flights
  14. 14. QUICK SEO RECAPSEO IS:Know your audienceUnderstand how your audience searchDeliver content that is expectedHelp Search Engine understand your contentGet your digital message out there
  15. 15. SEO FUNNELConversionsBounce RatesLanding PageImpressionsin GoogleClick Through Rate
  16. 16. KNOWING YOUR AUDIENCE
  17. 17. KNOW WHAT KEYWORDS ARE USED
  18. 18. SHORT- VS LONG TAIL KEYWORDS
  19. 19. KEYWORD TRENDS IN SWEDENTrend: Lediga Jobb StockholmTrend: Lediga Jobbhttp://www.google.com/trends/
  20. 20. Content should always be created for human beings
  21. 21. Be sure that Search Engines “understand” your content
  22. 22. “Panda” : Google’s answer against low quality contentWe are now at Panda version 25 since February 2011source: www.seomoz.org/google-algorithm-change
  23. 23. Links help Google understand how popular content isThese links should be laid to help users or by users
  24. 24. Penquin is updated 4 times since April 2012source: www.seomoz.org/google-algorithm-change“Penquin” : Google’s answer against low quality links
  25. 25. SEO TRENDSRECENT SEO CHANGESSEO and Social MediaMobile SEO
  26. 26. Social Media is used by Google to understand quality content
  27. 27. SOCIAL NETWORKSSearch Engines UnderstandSocial ProfilesAuthority within Profiles
  28. 28. Rapidly increasing use of Mobile devicesPeople search differently on Mobile devices
  29. 29. 95%5%Q1 2012Non-Mobile Mobile88%12%Q1 2013Non-Mobile MobileIn 2012 5% of traffic was mobileIn 2013 it’s almost 2,5 times moreCareerbuilder.se data
  30. 30. DIFFERENCES MOBILE VS DESKTOPFewer words used for a searchHeavy reliance on predictive search (google suggest)Fewer results above the foldLocalized results more criticalSocial results more important
  31. 31. questionsvragenfragenfrågordes questionspreguntasdomandeερωτήσειςspørgsmålspørsmålpytaniaîntrebări
  32. 32. Talent NetworkSEO SOCIALOPTIONSMOBILEOPTIMIZEDJOBAGGREGATIONCAREERSITE

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