Friends of Search 2016
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The document discusses SEO strategies at The Next Web, a technology media company. Some key points: - They focus heavily on content creation, with 15 editors publishing around 30 new articles daily. Content is optimized for search and engagement. - They take an in-house and data-driven approach, building their own SEO tools to track rankings and volumes at scale. - Other efforts include using structured data, third-party partnerships like Google AMP, and continuous monitoring to improve speed and performance. - The goal is for massive traffic and scale through innovative technical solutions and a focus on engagement and knowledge building through high-quality content.
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Friends of Search 2016
- 1. SEO for Publishers: What we do different?! Martijn Scheijbeler / Director of Marketing / martijn@thenextweb.com / @MartijnSch
- 2. Friends of Search 2016 - @MartijnSch Title
- 3. Martijn Scheijbeler Marketing Director at The Next Web Former Lead SEO & Analytics martijn@thenextweb.com @martijnsch
- 4. What is The Next Web? @Martijnsch
- 5. WHAT IS THE NEXT WEB? A TECHNOLOGY FOCUSED MEDIA COMPANY
- 6. INDEX CONFERENCE NEWS INDEX.CO TBA ??? 20,000 8,000,000 100,000 6,000 attendees unique visitors startups listed square meters
- 8. What am I going to Talk about? @Martijnsch
- 9. “A case study on how you do SEO, but focus on: what’s different for publishers” @Martijnsch
- 10. What do we do with Search Engine Optimization? @Martijnsch
- 11. “Quote” Line THE HISTORY OF SEO AT THE NEXT WEB ±11,000,000 sessions 2011 ±38,000,000 sessions 2015 SEO Team: 0 SEO Team: 3
- 12. TRAFFIC FROM ORGANIC SEARCH ±3,000,000 Monthly Sessions ±1,000,000 Keywords ±90,000 Landing Pages ±30 New Articles Daily 643 Properties Google Search Console Priceless Amounts of fun
- 13. How is our (marketing) team Structured? @Martijnsch
- 15. “Better ask for forgiveness than permission”- Boris Veldhuijzen van Zanten
- 16. F*CK it, we’ll do it live “What do we need to do to go x10?” It’s not rocket science “Innovate through in-house solutions”
- 19. Friends of Search 2016 - @MartijnSch More Traffic More Traffic! More Traffic! More TrafficMore Traffic! More Traffic! More Traffic More Traffic! More Traffic More Traffic! More Traffi More Traffic More Traffic!
- 20. Friends of Search 2016 - @MartijnSch More Traffic More Traffic! More Traffic! More TrafficMore Traffic! More Traffic! More Traffic More Traffic! More Traffic More Traffic! More Traffi More Traffic 1 Million Keywords Scale! Scale! Scale!
- 21. FIND THE PERFECT PROCESS TO FIX EVERYTHING > ALWAYS
- 22. How do we support Knowledge building? @Martijnsch
- 24. What makes it different for Publishers? @Martijnsch
- 25. Last year: Focus on Content Marketing?
- 26. “Quote” Line NO SHIT SHERLOCK! BUT WHAT’S THE TREND FOR PUBLISHERS?
- 27. EDITORIAL: 15 EDITORS, 24/7 - 365 DAYS 70.0000 Articles ±30 New Articles Daily
- 28. CONTENT MARKETING AT A PUBLISHER? You take 1 keyword and have an editor write content for you, right?
- 29. Hell NO! Never ever! @Martijnsch
- 30. We do write with SEO in mind! @Martijnsch News content v.s. Evergreen content? When does content become evergreen?
- 31. NEWS CONTENT V.S. EVERGREEN CONTENT PAGEVIEWS PERCENTAGES MOST BORING SLIDE OF THIS PRESENTATION: 15.000 PAGEVIEWS 7500 PAGEVIEWS CONCLUSION: IT TAKES LONGER TO RANK ‘SEO’ CONTENT OUTPERFORMS NEWS
- 33. “We can’t create any content” “No management approval” “Whatever b*llshit reason”
- 34. “Our legal department is your Editorial team”- Google Employee
- 37. “Quote” Line IT’S ALL ABOUT ENGAGEMENT!
- 38. SCHEMA.ORG BECAUSE WHO THINKS GOOGLE GETS CONTENT? STRUCTURED DATAJSON-LD
- 39. THIRD PARTY PARTNERSHIPS FACEBOOK INSTANT ARTICLES GOOGLE AMP APPLE NEWS
- 40. MORE FOCUS ON SPEED THAN EVER BEFORE PRE-FETCH / PRE-RENDER IMAGE QUALITY V.S. SPEED? ADS :( CONTINUOUS MONITORING
- 41. WE’RE AN OPEN BOOK!
- 42. What we’re proud of? The work we do? @Martijnsch
- 43. RUNNING SCREAMING FROG IN THE CLOUD TNW.TO/FROGCLOUD
- 44. BUILDING OUR OWN SOFTWARE SOLUTIONS BULK RANK TRACKING + VOLUMES + OTHER DATA SOURCES = HUGE FUN!
- 46. CONTINUOUS IMPROVEMENT WHO’S ABLE TO DEPLOY NEW SEO CHANGES WITHIN A DAY WITH IT?
- 47. BIGGER BETTER DATA ‘PREDICTIVE ANALYTICS’ + LOGBOOK + BIG BROTHER IS WATCHING YOU!
- 48. Avans Hogeschool Breda - TNW - @MartijnSch Wat is The Next Web? Index.co - Track tech. 100.000.000+ LANDING PAGES AROUND STARTUPS, LET’S RANK!
- 49. AND MORE ……? WORLD DOMINATION A ‘HUMAN’ APPROACH 10 BILLION MILLION
- 50. Do you have any Questions?
- 51. See you at The Next Web Conference?
- 53. LET’S HAVE BEER AT THE ‘BORREL’
- 54. Friends of Search 2016 - @MartijnSch Title