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SEO Trends 2018 | die SEO-Zukunft für dieses Jahr.

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Was sind die SEO Trends 2018? Diese PowerPoint-Präsentation kann Ihnen die Frage beantworten. Hier erfahren Sie, warum Google auch in Zukunft die Suchmaschine und der Traffic-Lieferant Nummer 1 sein wird und welche Faktoren dieses Jahr sehr wichtig sein werden. Setzen Sie auf die richtigen Trends und erkennen Sie frühzeitig Potenzial. Denn so können Sie mithilfe der korrekten SEO Trends 2018 Ihrer Konkurrenz voraus sein. Nutzen Sie diesen Wettbewerbsvorteil!

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SEO Trends 2018 | die SEO-Zukunft für dieses Jahr.

  1. 1. Suchmaschinen- Optimierung (SEO) - 2018 Die Erkenntnisse nach einem Monat 2018. Brahm SEO Consulting UG (haftungsbeschränkt)
  2. 2. Inhaltsverzeichnis • Facebook schlägt Google? • Google als Suchmaschine unangefochten? • CTR bei Desktop- und Mobile-Suche • Googles Wachstum in 2017 • Featured Snippets • OneBox • Google Suggest • Der neue Buyers-Journey für Marketer • Rankingfaktoren 2018 – die Basics
  3. 3. Facebook schlägt Google? • Es hieß, dass Facebook deutlich mehr Traffic an Top-Publisher sendet – doch diese Daten von Mai 2017 sagen etwas anderes
  4. 4. Google ist immer noch Suchmaschine Nummer 1
  5. 5. CTR-Vergleich: Mobile- und Desktop-Geräte 0 10 20 30 40 50 60 70 Mobile-Ergebnisse Desktop-Ergebnisse Klickrate organisch Klickrate Paid Nicht-geklickt Mobile-Ergebnisse • Klickrate organisch: 40,9% • Klickrate Paid: 2% • Nicht geklickt: 57,1% Desktop-Ergebnisse • Klickrate organisch: 62,2% • Klickrate Paid: 2,8% • Nicht-geklickt: 35% Ergebnis: SEO konzentriert sich immer noch überwiegend auf Desktop, da eine höhere CTR vorhanden ist!
  6. 6. Googles Wachstum in 2017 • Google wird 2018 auch noch weiterwachsen.
  7. 7. Neue Chance: Featured Snippets gewinnen • Durch Featured Snippets hat sich SEO geändert. • Durch korrekte semantische Optimierung, textliche Nähe und hilfreiche Ergänzungen kann man Featured Snippets gewinnen. • Anleitung von seokratie.de: https://www.seokratie.de/featured- snippets/ • Ranking auf Position 0 in Search Console  unter Suchanalyse • Werden für Mobile- und Desktop-Suchen angezeigt. • Werden auch bei Voice-Search angezeigt.
  8. 8. Featured Snippets – was wird angezeigt? • Text-Snippets • Video-Snippets • Listen und Tabellen • OneBox ist eine gesonderte Form der Featured Snippets
  9. 9. Beispiel One-Box • Google-Suchanfrage: „enjoy the silence“ • Nachteil: Trafficverluste  Deswegen auf starke Longtails optimieren, um ggf. Trafficverluste auszugleichen
  10. 10. So gelangen Sie in die Featured Snippets - Basics • Video: Videos auf YouTube oder Vimeo hochladen & optimieren • „Personen fragten auch“: Gutes Branding – Frage im Text beantworten • Bilder: Bilder optimieren für Googlebot images • Featured Snippets: Kurze Antwort (Tutorial bei Seokratie.de) • Apps: App-Seite optimieren • Nachrichten: Schnell Links erhalten, Google News erreichen • …
  11. 11. AdWords leidet unter Snippets • Durch die Antworten werden AdWords-Anzeigen weniger geklickt (Folie 5). • Google versucht vermehrt sofort die Antwort zu liefern. • Einige Ads werden als Antwort geliefert (bspw. Apps oder Flüge). • Aber auch AdSense-Umsätze gehen zurück.
  12. 12. Google wurde schlauer Rankbrain-Update und weitere „neue“ Features
  13. 13. Google Suggest – worauf basieren die Vorschläge? • Ort und Suchverhalten des Suchenden • Art des Endgeräts und die Nutzung dieses (Desktop/Mobil, installierte Apps,…) • Browserverlauf • Nutzung von Google+ und Gmail • Daraufhin variieren auch die Rankings! • Folge: Buyers Journey ändert sich  neue Ansätze sind gefragt
  14. 14. Wo kann man als Marketer ansetzen? Fokus auf Probleme Fokus auf Lösung Wert der Lösung Lösung anbieten Lösung verkaufen Direkt am Anfang den Kunden abholen und bis zum Kauf begleiten Am Ende, ABER: hohe Konkurrenz und kein Vertrauen der potenziellen Kunden
  15. 15. Wichtige Rankingfaktoren 2018 für Google Inhalt/Content Hochwertige Links Passende Keywords User-Signals Ladegeschwindigkeit Personalisierung
  16. 16. I Content • WDF*IDF-Keywords und holistische Landingpages • Suchanfrage muss zum Text passen (Google berechnet dies intern)  Fragen aufnehmen, LSI-Keywords einbauen • Optimale Meta-Daten und strukturierte Daten für prominentere Darstellung in den SERPs • Intention des Suchenden erfüllen. • Anleitung für ideale Meta-Daten: https://www.unovision.de/rankingfaktor-keyword-meta- description/
  17. 17. II Hochwertige Links • Interne Verteilung der Kraft auf die richtigen Seiten • Hochwertige Backlinks von vertrauenswürdigen Seiten • Minderwertige Backlinks werden einfacher erkannt (Web 2.0,…). • Links sollten geklickt werden. • Signifikanz der Backlinks wird schrittweise, aber sehr langsam abgebaut. • Mögliche Strategie: Gastbeiträge oder Content Syndication
  18. 18. III Passende Keywords • Ihre Seite muss die Frage vollständig beantworten/den Such-Intent befriedigen. • Keywords in Meta-Daten einbauen für höhere CTR. • Longtail-Keywords weiterhin ausnutzen. • Inwiefern passende Keywords? Seiten für Keywords optimieren und dieses Keyword wirklich thematisieren (Erwartungen des Users erfüllen)
  19. 19. IV User-Signals • User-Signals werden verstärkt ausgewertet. Time-On-Site Bounce-Rate CTR und interne CTR • Verschiedene Faktoren beeinflussen die User-Signals. • Ziel: Verbesserung der User-Experience • Tipps für die Verbesserung: https://attention-magazin.de/user- experience-verbessern/
  20. 20. V Ladegeschwindigkeit/technische Aspekte • Mobile Darstellung  Responsive-Design • Schneller und zuverlässiger Hoster • HTML-Optimierung • Gute Werte bei Google Page Speed Insights Tool • Mobile Index wird immer wichtiger werden!
  21. 21. VI Personalisierung • Zielgruppenansprache: immer für den Nutzer/Besucher optimieren, nie nur für die Suchmaschine • Personalisierungen Nutzen (Retargeting, Remarketing,…) • Personalisierung der Google-Suche bedenken. • SEO wird viel umfassender. Online-Marketing hört nicht bei SEO auf  weiterdenken (E-Mail-, Facebook-Marketing,…)
  22. 22. Zusammenfassung – Ranken in 2018 • Das Problem des Suchenden besser beantworten und lösen als die Konkurrenz. • Technisch einwandfreie Webseite • Gute Keyword-Recherche, um die Probleme zu erkennen. • Keywords ideal einsetzen und informative Seiten in den Vordergrund stellen, die die Erwartungen erfüllen. • Responsive Design und schnelle Ladezeiten  Mobile Index beachten • Featured Snippets erhalten. • Hochwertigere Links als die Konkurrenz sammeln.
  23. 23. Vielen Dank für Ihre Aufmerksamkeit. BSC: http://brahm-seo- consulting.de/ Unovision: https://www.unovision.de/ In Anlehnung an: https://www.slideshare.net/randfish/the-seo-world- in-2018/

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