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Guest Lecture SEO Rotterdam Business School by Jeroen Luijten 2016-10

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Guest lecture SEO given by Jeroen Luijten at the Rotterdam Business School in 2016-10. Topics are SEO, online marketing trends, google & algorithms.

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Guest Lecture SEO Rotterdam Business School by Jeroen Luijten 2016-10

  1. 1. GRENSVERLEGGEND IN ONLINE MARKETING Guest Lecture SEO Jeroen Luijten 27-10-2016@jmrluijten | jeroen@orangevalley.nl
  2. 2. GUEST LECTURE SEO After this lecture you have learned: What is SEO? What are the SEO trends? Some actionable tips for when optimizing a website for Search Engines. How to get the knowledge and experience to pursue a career in SEO. Goals of today 2
  3. 3. GUEST LECTURE SEO Introduction Online marketing trends SEO Where to start? A list of SEO tools included Questions Index 3
  4. 4. Introduction
  5. 5. INTRODUCTION About me 5 SEO consultant at OrangeValley Email: jeroen@orangevalley.nl Twitter: @jmrluijten
  6. 6. 6 OrangeValley INTRODUCTION
  7. 7. OrangeValley 7 INTRODUCTION
  8. 8. jeroenluijten.nl 8 INTRODUCTION
  9. 9. Publications 9 bit.ly/ctrcurves INTRODUCTION
  10. 10. Our Services 10 Online Strategy Search Engine Optimization Search Engine Advertising Display Advertising Web Analytics Conversion Optimization Website Performance Optimization INTRODUCTION
  11. 11. INTRODUCTION Who has a website? Who can build a website? What do you prefer? IT: coding, testing. Writing & user experience: helping your target audience towards the next step. PR: building relations and partnerships. Who are you? 11 Let me see those hands
  12. 12. 12 “OrangeValley voorziet dat, in een wereld met een steeds grotere hoeveelheid informatie, ieder individu snel en eenvoudig een relevant aanbod verwacht, onafhankelijk van tijd, locatie en medium.” Increase visibility on relevant search terms for your target audience ContentTechnology Authority On page Off page Pillars of SEO INTRODUCTION
  13. 13. 13 “OrangeValley voorziet dat, in een wereld met een steeds grotere hoeveelheid informatie, ieder individu snel en eenvoudig een relevant aanbod verwacht, onafhankelijk van tijd, locatie en medium.” Increase visibility on relevant search terms for your target audience Content Content relevant to our target audience, instead of keyword optimizing for search engines. Technology No tricks to cheat algorithms, but greatly performing, structured and organized data. Authority Building a brand by being in touch with our target audience. On page Off page Pillars of SEO INTRODUCTION
  14. 14. 14 SEO
 Traditional approach Aimed towards keywords & links Measured by last click Focused on conversion and direct ROI (return on investment) SEO is evolving INTRODUCTION SEO
 Integrated approach Driven by target audiences, relevancy, questions & (content)marketing Measured by attribution in customer journey Focused on life time value and supportive role
  15. 15. What we see 15 “OrangeValley foresees that, in a world with a continuously growing amount of information, every person expects a relevant answer quickly and easily, regardless of time, location and medium.” VISION & TRENDS
  16. 16. 16 Mobile connected 24/7
  17. 17. 17
  18. 18. 18
  19. 19. Connected - Internet of Things 19 Internet of Things
  20. 20. Connected - Internet of Things 20 VISIE Internet of Things
  21. 21. Automatisering - Henn-na hotel, Japan 21 VISIE Henn-na hotel, Japan
  22. 22. Automation - Marketing 22 Google AdWords Enhanced campaigns Google AdWords Dynamic Search Ads Programmatic buying Real time bidding Dynamic retargeting Etc. VISION & TRENDS
  23. 23. 23 Technology is key, but real people at the center 1. Strategy Goals, KPI’s 2. Analysis Customer Journey, Audience, Customer 3. Realisation Technology, Data, Marketing instruments 4. Results Improved profitability (online) marketing 1 2 3 4 VISION & TRENDS
  24. 24. Vision 24 More and more touchpoints VISION & TRENDS
  25. 25. 25 Customer Journey Prospects Decision TV ad Friends Mobile search Radio ad Social network Social network Tablet search PC search Shop Family Touch Tell Sell © OrangeValley VISION & TRENDS
  26. 26. 26 Last click vs. Attribution Prospects Decision TV ad Friends Mobile search Radio ad Social network Social network Tablet search PC search Shop Family Touch Tell Sell © OrangeValley VISION & TRENDS
  27. 27. More important than ever: your customer at the center 27 © OrangeValley VISION & TRENDS Marketing is about humans
  28. 28. 28 Usability & Conversion More conversions/ more profit Generating more vistors Increase conversion rate Increasing effectiveness of existing channels Including new channels Optimization of existing website features Website analysis/ web analytics, expert review Goal Web analytics & Conversion optimization ONLINE MARKETING APPROACH
  29. 29. 29 Reach & Traffic (Search) More conversions/ more profit Generating more vistors Increase conversion rate Increasing effectiveness of existing channels Including new channels Optimization of existing website features Website analysis/ web analytics, expert review SEO (& SEA) Goal ONLINE MARKETING APPROACH
  30. 30. 30 SEO - Search Engine Optimization
  31. 31. GUEST LECTURE SEO What is SEO? What is the difference compared to SEA? What is… A ranking A keyword An URL Some questions about SEO 31 Let me see those hands
  32. 32. 32
  33. 33. 33
  34. 34. 34 SEA SEO
  35. 35. GUEST LECTURE SEO Who recently bought a product online? Another question 35 Let me see those hands
  36. 36. 36 The search results for one query vastly differ from person to person. Who recently bought a product online?
  37. 37. GUEST LECTURE SEO With SEO we optimize our website so we become visible to our audience Search engine users are the customers of search engines. Google caters to them, helping them to give them the best answers. Hence search Engines crawl and index the web, so it can serve the most relevant information to its users. Yes, we optimize for search engines… …but foremost we optimize for real people Target audiences have a lot of questions, we try to be an answer for these questions. We need to be a better answer than the competition, preferably we are the best answer. SEO? 37
  38. 38. GUEST LECTURE SEO More website traffic. Increased visibility in all phases of the customer journey. How? Increased search engine rankings on relevant keywords and search queries. Keyword rankings can never be a KPI (key performance indicator). They define potential and opportunities. SEO Goals 38
  39. 39. 39 “OrangeValley voorziet dat, in een wereld met een steeds grotere hoeveelheid informatie, ieder individu snel en eenvoudig een relevant aanbod verwacht, onafhankelijk van tijd, locatie en medium.” Increase visibility on relevant search terms for your target audience ContentTechnology Authority On page Off page Pillars of SEO GUEST LECTURE SEO
  40. 40. 40 SEO
 Traditional approach Aimed towards keywords & links Measured by last click Focused on conversion and direct ROI (return on investment) SEO is evolving GUEST LECTURE SEO SEO
 Integrated approach Driven by target audiences, relevancy, questions & (content)marketing Measured by attribution in customer journey Focused on life time value and supportive role
  41. 41. 41 “OrangeValley voorziet dat, in een wereld met een steeds grotere hoeveelheid informatie, ieder individu snel en eenvoudig een relevant aanbod verwacht, onafhankelijk van tijd, locatie en medium.” Increase visibility on relevant search terms for your target audience Content Content relevant to our target audience, instead of keyword optimizing for search engines. Technology No tricks to cheat algorithms, but greatly performing, structured and organized data. Authority Building a brand by being in touch with our target audience. On page Off page Pillars of SEO INTRODUCTION
  42. 42. 42 Formerly successful SEO strategies
 Traditional approach Define your online (content) strategies towards keywords Building websites for search engines Poaching as much traffic and conversions from other online marketing channels in order to maximize ROI Buying links from irrelevant sources. SEO strategies are evolving GUEST LECTURE SEO Currently succesfull SEO strategies
 Integrated approach Use SEO to emphasize on your online (content) strategies. Make your USP’s and relevant stories visible. Build websites for people but help search engines understand the content, relations, and semantics. Help your audience and facilitate other online marketing channels by doing so. Build an online brand
  43. 43. 43 SEO Trends
  44. 44. GUEST LECTURE SEO bit.ly/seotrends2016 (Feb 2016) Friends of Search 44 “Search is about being the best answer”
  45. 45. GUEST LECTURE SEO Mobile - The world changed towards “mobile first”. Marketing - SEO has to be in synergy with the complete marketing strategy. Technology - Technical know-how is essential to structure your website properly. Google - The evolution of Google through Algorithms & Artificial Intelligence. SEO trends 45
  46. 46. GUEST LECTURE SEO Mobile - The world changed towards “mobile first”. Marketing - SEO has to be in synergy with the complete marketing strategy. Technology - Technical know-how is essential to structure your website properly. Google - The evolution of Google through Algorithms & Artificial Intelligence. SEO trends (focus of today) 46
  47. 47. 47
  48. 48. MOBILE Time on mobile devices (apps!) 48
  49. 49. MOBILE
  50. 50. MOBILE App indexing 50
  51. 51. MOBILE Mobile-friendly sites get a rankings boost 51
  52. 52. 52
  53. 53. MOBILE Mobile-friendly sites get a rankings boost 53
  54. 54. 54
  55. 55. MOBILE Mobile-friendly 55
  56. 56. MOBILE Mobile-friendly 56
  57. 57. 57 SEO in Customer journey MOBILE Prospects Decision SEO non-branded generic SEO non-branded SEO branded SEO branded + long tail SEO long tail Touch Tell Sell © OrangeValley
  58. 58. Google & Algorithms
  59. 59. 59 SEO
 Traditional approach Aimed towards keywords & links Measured by last click Focused on conversion and direct ROI (return on investment) SEO is evolving GOOGLE & ALGORITHMS SEO
 Integrated approach Driven by target audiences, relevancy, questions & (content)marketing Measured by attribution in customer journey Focused on life time value and supportive role
  60. 60. MOBILE
  61. 61. 61
  62. 62. GOOGLE & ALGORITHMS Google guidelines (links) 62
  63. 63. GOOGLE & ALGORITHMS Algorithms 63
  64. 64. GOOGLE & ALGORITHMS Hummingbird 64
  65. 65. GOOGLE & ALGORITHMS Google Penguin 4.0 65
  66. 66. GOOGLE & ALGORITHMS Web technologies 66
  67. 67. GOOGLE & ALGORITHMS Everything that can be ever written in the english language is already on the internet. https://libraryofbabel.info/ Is there an answer? Information overload 67
  68. 68. GOOGLE & ALGORITHMS Rankbrain 68
  69. 69. 69
  70. 70. GOOGLE & ALGORITHMS Pagespeed 70
  71. 71. GOOGLE & ALGORITHMS Perceived performance 71
  72. 72. 72 SEO
 Traditional approach Aimed towards keywords & links Measured by last click Focused on conversion and direct ROI (return on investment) SEO is evolving GUEST LECTURE SEO SEO
 Integrated approach Driven by target audiences, relevancy, questions & (content)marketing Measured by attribution in customer journey Focused on life time value and supportive role
  73. 73. 73 Formerly successful SEO strategies
 Traditional approach Define your online (content) strategies towards keywords Building websites for search engines Poaching as much traffic and conversions from other online marketing channels in order to maximize ROI Buying links (from irrelevant sources.) SEO strategies are evolving GUEST LECTURE SEO Currently successful SEO strategies
 Integrated approach Use SEO to emphasize on your online (content) strategies. Make your USP’s and relevant stories visible. Build websites for people but help search engines understand the content, relations, and semantics. Help your audience and facilitate other online marketing channels by doing so. Build an online brand
  74. 74. GUEST LECTURE SEO Where to start? 74
  75. 75. Analysis: Research your target audience, who are you trying to reach and what questions do they have? SEO scan (tech, content, authority) What is your starting point? Wordpress, Magento… Actions: Start small: local SEO, google business, outreach to local media & PR Expand and improve current content Add new content pages that answer questions and add value to your target audience Website owners can start today 75 GUEST LECTURE SEO
  76. 76. Keyword data: Google & Bing Keyword Planner tools, SERPTrends browser extension (all free). Crawlers: Screamingfrog (free trial for up to 500 pages crawled) Ranktracking: Lots of free trials, manual Google searches, Google Search Console (free) Onpage SEO elements: SEO Peek browser extension (free) or use “view-source:” & inspect element. Redirects & status codes: HTTPstatus.io / Redirect Path browser extension (all free) Linkdata: Open Site Explorer / Majestic SEO (free trials available) Pagespeed: Google Pagespeed Insights (free) Overall: Google Search Console (free) / Search Metrics (free trial) / Google Analytics (free) Browser: Chrome & Chrome Canary (Canary includes experimental development tools) Free tools to start with SEO 76 GUEST LECTURE SEO
  77. 77. MOZ blog - https://moz.com/blog State of digital - http://www.stateofdigital.com/ Search Engine Land - http://searchengineland.com/ Search Engine Roundtable - https://www.seroundtable.com/ Google Webmaster Central Blog https://webmasters.googleblog.com Blogs to follow 77 GUEST LECTURE SEO
  78. 78. 78 The week of a SEO Consultant.. bit.ly/seo-week GUEST LECTURE SEO
  79. 79. Becoming the next SEO talent? 79 “SEO isn’t as black & white as most marketing channels.” (…) “to become a true professional requires a broad skill set. It’s not that a professional SEO needs to know the answer for everything; rather, it’s more important to have the skills to be able to find the answer.” https://moz.com/blog/junior-seo-task-list Will take you anywhere between 2 or 3 months, depending on your dedication. GUEST LECTURE SEO
  80. 80. 80 What do we offer? Junior Consultancy vacancies all year round Current vacancies: Junior SEO Consultant Junior Webanalytics Consultant Interested? Stephanie van Est - RecruiterE: recruitment@orangevalley.nlM: 06 - 55 10 61 36 orangevalley.nl/vacatures GUEST LECTURE SEO
  81. 81. 81 Questions?

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