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

1. GRENSVERLEGGEND
IN ONLINE MARKETING
Guest Lecture SEO
Jeroen Luijten
27-10-2016@jmrluijten | jeroen@orangevalley.nl

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. GUEST LECTURE SEO
Introduction
Online marketing trends
SEO
Where to start?
A list of SEO tools included
Questions
Index
3

4. Introduction

5. INTRODUCTION
About me
5
SEO consultant at OrangeValley
Email: jeroen@orangevalley.nl
Twitter: @jmrluijten

6. 6
OrangeValley
INTRODUCTION

7. OrangeValley
7
INTRODUCTION

8. jeroenluijten.nl
8
INTRODUCTION

9. Publications
9
bit.ly/ctrcurves
INTRODUCTION

10. Our Services
10
Online Strategy
Search Engine Optimization
Search Engine Advertising
Display Advertising
Web Analytics
Conversion Optimization
Website Performance Optimization
INTRODUCTION

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
“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
“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
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. 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
Mobile connected 24/7

17. 17

18. 18

19. Connected - Internet of Things
19
Internet of Things

20. Connected - Internet of Things
20
VISIE
Internet of Things

21. Automatisering - Henn-na hotel, Japan
21
VISIE
Henn-na hotel, Japan

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
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. Vision
24
More and more touchpoints
VISION & TRENDS

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
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. More important than ever: your customer at the center
27
© OrangeValley
VISION & TRENDS
Marketing is about humans

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
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
SEO - Search Engine Optimization

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

33. 33

34. 34
SEA
SEO

35. GUEST LECTURE SEO
Who recently bought a product online?
Another question
35
Let me see those hands

36. 36
The search results for one query vastly differ from person to person.
Who recently bought a product online?

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. 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
“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
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
“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
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
SEO Trends

44. GUEST LECTURE SEO
bit.ly/seotrends2016 (Feb 2016)
Friends of Search
44
“Search is about being the best answer”

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. 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

48. MOBILE
Time on mobile devices (apps!)
48

49. MOBILE

50. MOBILE
App indexing
50

51. MOBILE
Mobile-friendly sites get a rankings boost
51

52. 52

53. MOBILE
Mobile-friendly sites get a rankings boost
53

54. 54

55. MOBILE
Mobile-friendly
55

56. MOBILE
Mobile-friendly
56

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. Google & Algorithms

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. MOBILE

61. 61

62. GOOGLE & ALGORITHMS
Google guidelines (links)
62

63. GOOGLE & ALGORITHMS
Algorithms
63

64. GOOGLE & ALGORITHMS
Hummingbird
64

65. GOOGLE & ALGORITHMS
Google Penguin 4.0
65

66. GOOGLE & ALGORITHMS
Web technologies
66

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. GOOGLE & ALGORITHMS
Rankbrain
68

69. 69

70. GOOGLE & ALGORITHMS
Pagespeed
70

71. GOOGLE & ALGORITHMS
Perceived performance
71

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
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. GUEST LECTURE SEO
Where to start?
74

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. 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. 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
The week of a SEO Consultant..
bit.ly/seo-week
GUEST LECTURE SEO

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
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
Questions?