Friends of Search 2016

SEO for Publishers: What we do different?!

Martijn Scheijbeler / Director of Marketing / [email protected] / @MartijnSch

Friends of Search 2016 - @MartijnSch

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Martijn Scheijbeler

Marketing Director at The Next WebFormer Lead SEO & Analytics

[email protected] @martijnsch

What isThe Next Web?

@Martijnsch

WHAT IS THE NEXT WEB?A TECHNOLOGY FOCUSED MEDIA COMPANY

INDEX

CONFERENCE NEWSINDEX.CO TBA

???

20,000 8,000,000 100,000 6,000attendees unique visitors startups listed square meters

OFFICESSan FranciscoPortland Tijuana New YorkManchesterLondonBarcelonaAmsterdamBangalore

What am I going toTalk about?

@Martijnsch

“A case study on how you do SEO, but focus on: what’s different for publishers”

@Martijnsch

What do we do withSearch Engine Optimization?

@Martijnsch

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THE HISTORY OF SEO AT THE NEXT WEB

±11,000,000sessions

2011

±38,000,000sessions

2015

SEO Team: 0 SEO Team: 3

TRAFFIC FROM ORGANIC SEARCH

±3,000,000Monthly Sessions

±1,000,000Keywords

±90,000Landing Pages

±30New Articles Daily

643 PropertiesGoogle Search Console

PricelessAmounts of fun

How is our (marketing) team Structured?

@Martijnsch

SEOANALYTICSTNW DEALS

INDEX.COCONTENT

CENTRAL

@Martijnsch

“Better ask for forgiveness than permission”

- Boris Veldhuijzen van Zanten

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”

What’s ourFocus?

@Martijnsch


More Traffic!More Traffic!

More Traffic!

More Traffic!More Traffic!More Traffic!


More Traffic!


More Traffic!

More Traffic!



More Traffic!

More Traffic!More Traffic!More Traffic!


More Traffic!


More Traffic!

1 Million KeywordsScale! Scale! Scale!

FIND THE PERFECT PROCESS TO FIX EVERYTHING > ALWAYS

How do we supportKnowledge building?

@Martijnsch

SEOEDITORIAL

@Martijnsch

COMPANY:

What makes it different for

Publishers?@Martijnsch

Last year:Focus on Content Marketing?

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NO SHIT SHERLOCK! BUT WHAT’S THE TREND FOR PUBLISHERS?

EDITORIAL: 15 EDITORS, 24/7 - 365 DAYS

70.0000Articles

±30New Articles Daily

CONTENT MARKETING AT A PUBLISHER?

You take 1 keyword and have an editor write content for you, right?

Hell NO! Never ever!

@Martijnsch

We do write with SEO in mind!

@Martijnsch

News content v.s. Evergreen content? When does content become evergreen?

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

What are (y)our

Problems?@Martijnsch

“We can’t create any content”“No management approval”

“Whatever b*llshit reason”

“Our legal department is your Editorial team”

- Google Employee

What we do

Different?@Martijnsch

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IT’S ALL ABOUT ENGAGEMENT!

SCHEMA.ORG BECAUSE WHO THINKS GOOGLE GETS CONTENT?

STRUCTURED DATAJSON-LD

http://schema.org

THIRD PARTY PARTNERSHIPS

FACEBOOK INSTANT ARTICLES

GOOGLE AMP

APPLE NEWS

MORE FOCUS ON SPEED THAN EVER BEFORE

PRE-FETCH / PRE-RENDER

IMAGE QUALITY V.S. SPEED?

ADS :(

CONTINUOUS MONITORING

WE’RE AN OPEN BOOK!

What we’re proud of?

The work we do?@Martijnsch

RUNNING SCREAMING FROG IN THE CLOUD

TNW.TO/FROGCLOUD

BUILDING OUR OWN SOFTWARE SOLUTIONS

BULK RANK TRACKING + VOLUMES + OTHER DATA SOURCES = HUGE FUN!

What brings the

Future?@Martijnsch

CONTINUOUS IMPROVEMENT

WHO’S ABLE TO DEPLOY NEW SEO CHANGES WITHIN A DAY WITH IT?

BIGGER BETTER DATA

‘PREDICTIVE ANALYTICS’ + LOGBOOK + BIG BROTHER IS WATCHING YOU!

Avans Hogeschool Breda - TNW - @MartijnSch

Wat is The Next Web?

Index.co - Track tech.

100.000.000+ LANDING PAGES AROUND STARTUPS, LET’S RANK!

AND MORE ……?

WORLD DOMINATION

A ‘HUMAN’ APPROACH

10 BILLION MILLION

Do you have any

Questions?

See you at The Next Web Conference?

Thanks! Have fun!

LET’S HAVE BEER AT THE ‘BORREL’


Title

Friends of Search 2016

Marketing

Transcript of Friends of Search 2016