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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
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
