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SEO trends - Paul Goosens, CareerBuilder

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  • 1. SEO IN 2013
  • 2. TOPICSIntroductionHow Search WorkQuick SEO recapSEO TrendsSEO IN 2013
  • 3. INTRODUCTIONPaul GoossensDirector of Global SEOBased in the NetherlandsJobsite SEO since 2001SEO for 50 sites in 25 countries
  • 4. GOOGLESearch Engine = GoogleCrawling and IndexingAlgorithmsFighting SpamHOW SEARCH WORK
  • 5. SEARCH ENGINE = GOOGLEIn Sweden 96%Globally Google’s share is 89.9%
  • 6. Source: http://www.google.com/insidesearch/howsearchworks/thestory/
  • 7. Source: http://www.google.com/insidesearch/howsearchworks/thestory/
  • 8. Source: http://www.google.com/insidesearch/howsearchworks/thestory/
  • 9. Source: http://www.google.com/insidesearch/howsearchworks/thestory/Lediga jobb i Stockholm
  • 10. Source: http://www.google.com/insidesearch/howsearchworks/thestory/
  • 11. Source: http://www.google.com/insidesearch/howsearchworks/thestory/
  • 12. WHY SEARCH ENGINE OPTIMIZATION?±75% of clicks are done on organic results of the first result page
  • 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. 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. SEO FUNNELConversionsBounce RatesLanding PageImpressionsin GoogleClick Through Rate
  • 16. KNOWING YOUR AUDIENCE
  • 17. KNOW WHAT KEYWORDS ARE USED
  • 18. SHORT- VS LONG TAIL KEYWORDS
  • 19. KEYWORD TRENDS IN SWEDENTrend: Lediga Jobb StockholmTrend: Lediga Jobbhttp://www.google.com/trends/
  • 20. Content should always be created for human beings
  • 21. Be sure that Search Engines “understand” your content
  • 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. Links help Google understand how popular content isThese links should be laid to help users or by users
  • 24. Penquin is updated 4 times since April 2012source: www.seomoz.org/google-algorithm-change“Penquin” : Google’s answer against low quality links
  • 25. SEO TRENDSRECENT SEO CHANGESSEO and Social MediaMobile SEO
  • 26. Social Media is used by Google to understand quality content
  • 27. SOCIAL NETWORKSSearch Engines UnderstandSocial ProfilesAuthority within Profiles
  • 28. Rapidly increasing use of Mobile devicesPeople search differently on Mobile devices
  • 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. 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. questionsvragenfragenfrågordes questionspreguntasdomandeερωτήσειςspørgsmålspørsmålpytaniaîntrebări
  • 32. Talent NetworkSEO SOCIALOPTIONSMOBILEOPTIMIZEDJOBAGGREGATIONCAREERSITE