SEO IN 2013

TOPICS

Introduction

How Search Work

Quick SEO recap

SEO Trends

SEO IN 2013

INTRODUCTION

Paul Goossens

Director of Global SEO

Based in the Netherlands

Jobsite SEO since 2001

SEO for ±50 sites in 25 countries

GOOGLE

Search Engine = Google

Crawling and Indexing

Algorithms

Fighting Spam

HOW SEARCH WORK

SEARCH ENGINE = GOOGLE

In Sweden 96%

Globally Google’s share is 89.9%

Source: http://www.google.com/insidesearch/howsearchworks/thestory/

Source: http://www.google.com/insidesearch/howsearchworks/thestory/

Source: http://www.google.com/insidesearch/howsearchworks/thestory/

Source: http://www.google.com/insidesearch/howsearchworks/thestory/

Lediga jobb i Stockholm

Source: http://www.google.com/insidesearch/howsearchworks/thestory/

Source: http://www.google.com/insidesearch/howsearchworks/thestory/

WHY SEARCH ENGINE OPTIMIZATION?

±75% of clicks are done on organic results of the first result page

WHY SEARCH ENGINE OPTIMIZATION?

Google is a “living organism” that constantly changes

Google is constantly changing their algorithm and visuals and they are adding new features

Universal Search

Google Places

Paid Search

Image Search

Video Search

Google Maps

Google Shopping

Google Flights

QUICK SEO RECAP

SEO IS:

Know your audience

Understand how your audience search

Deliver content that is expected

Help Search Engine understand your content

Get your digital message out there

SEO FUNNEL

Conversions

Bounce Rates

Landing Page

Impressions in Google

Click Through Rate

KNOWING YOUR AUDIENCE

KNOW WHAT KEYWORDS ARE USED

SHORT- VS LONG TAIL KEYWORDS

KEYWORD TRENDS IN SWEDEN

Trend: Lediga Jobb StockholmTrend: Lediga Jobb

http://www.google.com/trends/

Content should always be created for human beings

Be sure that Search Engines “understand” your content

“Panda” : Google’s answer against low quality content

We are now at Panda version 25 since February 2011source: www.seomoz.org/google-algorithm-change

SEO Community found creative tricks

Links help Google understand how popular content is

These links should be laid to help users or by users

Penquin is updated 4 times since April 2012source: www.seomoz.org/google-algorithm-change

“Penquin” : Google’s answer against low quality links

SEO Community abused links

SEO TRENDS

RECENT SEO CHANGES

SEO and Social Media

Mobile SEO

Social Media is used by Google to understand quality content

SOCIAL NETWORKS

Search Engines Understand

Social Profiles

Authority within Profiles

Rapidly increasing use of Mobile devices

People search differently on Mobile devices

95%

5%

Q1 2012Non-Mobile Mobile

88%

12%

Q1 2013

Non-Mobile Mobile

In 2012 5% of traffic was mobileIn 2013 it’s almost 2,5 times more

Careerbuilder.se data

DIFFERENCES MOBILE VS DESKTOP

Fewer words used for a search

Heavy reliance on predictive search (google suggest)

Fewer results above the fold

Localized results more critical

Social results more important

?questions

vragen

fragen

frågor

des questions

preguntas

domande

ερωτήσεις

spørgsmål

spørsmål

pytania

întrebări

Talent Network

SEO SOCIAL OPTIONS

MOBILE OPTIMIZED

JOB AGGREGATION

CAREER SITE