What the * is SEO
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Arne van Elk gave a guest lecture on SEO (Search Engine Optimization) at The Hague University of Applied Sciences. He discussed the evolution of the web search landscape from many search engines to today's dominance of Google. He defined SEO as free traffic to a website by optimizing for organic search results. Key factors for ranking include keywords, content quality, links, and user signals. However, personalization means each user may see different results based on location, history, language and device. Van Elk advised measuring SEO success through keyword rankings, traffic, and snippet previews.
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What the * is SEO
- 1. What the * is SEO ... and how to use it Guest Lecture at The Hague University of Applied Sciences International Communication Management (ICM)
- 2. Agenda • Introduction • The web search landscape • What is SEO? • Ranking Factors • Personalization of results • How to measure SEO success • Roundup / Questions
- 3. Name: Arne van Elk Current position: Specialist SEO & Information Architecture @ RNW Media. Experience: • 18 years in online research, information retrieval & management, journalism, web search • 5 years in Search Engine Optimization. • 10 years training editors in web search, online research & SEO
- 4. • NGO using media for social change • Connecting communities and change-makers • Target groups 15 – 35 year • Training Centre RNW Media: Informed people shape a better future
- 5. • Democracy and good governance • Sexual health & rights • International justice Themes
- 7. Powered by
- 8. The Web Search Landscape flickr.com/photos/72486075@N00/383577651 When did you last perform an online search? What kind of search?
- 9. Content quality: E.A.T. In the beginning ... we could browse the web
- 10. We used many search engines
- 11. Content quality: E.A.T. And ‘SERPs’ looked something like this
- 12. Content quality: E.A.T. Today’s SERPs look different
- 13. And only a few search engines remain
- 14. In large parts of the world there’s one dominant player
- 15. Why was Google succesful where others failed? Major innovations in search technology, like Pagerank They developed an efficient system of auctioning ads that appear alongside search results in a relevant way See: www.seobythesea.com
- 16. You need deep pockets to keep track of ‘everything’ that’s being produced online
- 17. Social can be ‘search’ too
- 18. We used to search on desktop only
- 19. Today we’re constantly mobile
- 20. From search to personal assistent
- 21. Integration of web results and in-app results
- 22. There are many ways for visitors to reach your website Search is just one of them, these days often trumped by social
- 23. DIGITAL MARKETING: Many ways to reach potential audiences / customers
- 24. Search Engine Marketing How important ‘search’ is to your overall marketing strategy depends on your business (what you have to offer).
- 26. What is
- 28. SEO: Free traffic to your website SEA: Paid traffic to your website What is organic search traffic?
- 29. Free vs Paid results
- 30. Free vs Paid results on mobile PLAs (product listing ads) Regular mobile ads Organic results below the fold
- 31. SEO starts with ... understanding the needs of your audience, target groups, customers. flickr.com/photos/batmoo/3734837951/
- 32. What kind of needs? - 3 Types of Search Queries Do (Transactional) Know (Informational) Go (Navigational) Searchers want to go directly to a website or a specific page. Searchers want to know or learn more about a topic. Searchers want to do or perform some web-mediated activity.
- 33. How can you help your audience or customers? What do they want to know, read, watch or buy? flickr.com/photos/chriscwy/16166218964/
- 34. SEO = optimizing for PEOPLE who use search engines
- 35. How to rank in organic search results? What do YOU think is most important
- 36. You don’t search the web, you search in Google’s index Ranking Factors youtube.com/watch?v=BNHR6IQJGZs
- 38. 1. Content Semantics, structure, layout, media rich 3. Backlinks quantity and quality of other websites linking to you 2. Technology Site structure, internal linking, load times, meta tags, mobile friendly 4. User/Usage signals bounce rates, high time-on-site But what are the main ranking factors? Ranking Factors
- 39. User signals: does it matter where users click? And how soon they return to the SERP? (long/short clicks)
- 40. User signals: clicks https://youtu.be/n7ZKvq4I4ww?t=15m45s Danny Sullivan (Search Engine Land) interviews Google Webmaster Trends Analyst Gary Illyes. Go to 15m 45s. Ranking Factors
- 41. “The main things that we use clicks for, are evaluation and experimentation” Ranking Factors
- 42. There are other tools too that can be used to harvest user signals Ranking Factors
- 43. Machine learning is now part of Google’s algorithm http://searchengineland.com/faq-all-about-the-new-google-rankbrain-algorithm-234440 It becomes difficult to tell how usage signals are taken into account to improve results (even to Googlers) Ranking Factors
- 44. Ranking Factors
- 45. A keyword is the main link between the query typed in by the searcher, and your content It is how you ‘catch’ the searcher. Ranking Factors
- 46. Google for a fishing icon and you’ll find this page. It has the right words in the right locations. 1. Page title 2. On-page headline (H1) 3. Image alt text 2 3 1 Ranking Factors
- 47. In addition: Google understands that the whole website is specialized in icons. Ranking Factors
- 48. Ranking Factors Keywords are important, but Google will try to match searcher intent with the best result.
- 50. Expertise Is the content on the page relevant to area of expertise of site and author Trust Domain history, link graph, spam analysis Authority Who is linking to you? Content quality: E.A.T. Ranking Factors thesempost.com/google-quality-raters-guide-mobile
- 51. Which website has performed better in search engines? Ranking Factors Website 1 • Targets India • Exists 4 years • Provides lots of information on private, sensitive issues Website 2 • Targets Zimbabwe • Exists 4 months • Mostly publishes opinion
- 52. Ranking Factors Website 1 Website 2 Which website has performed better in search engines?
- 53. Number of social shares a ranking factor? Ranking Factors
- 54. Important element of ranking: Google’s battle against spam Ranking Factors
- 55. Important element of ranking: Google’s battle against spam Ranking Factors Examples of negative ranking factors: • Keyword stuffing • Hidden content • Scraped content • Too many ads • Shallow content
- 56. Apart from true ranking factors, what you see in search results is influenced by: search history
- 58. Apart from true ranking factors, what you see in search results is influenced by: Location
- 59. Apart from true ranking factors, what you see in search results is influenced by: Language settings
- 60. Apart from true ranking factors, what you see in search results is influenced by: Device (Desktop or mobile)
- 61. Let’s do a ‘personalization’ test Take your mobile, tablet or laptop and perform these searches: 1. international communication 2. SEO 3. Dutch lessons 4. Apple 5. The Hague Take a screenshot of the results and share them on Twitter with hashtag #HUSEOtest
- 62. My desktop ‘The Hague’ results, searching from Hilversum
- 63. How does your website perform in search? (When you do test-searches for your site, don’t forget to open a private session)
- 64. How does your website perform in search? 1. Search on your brand’s name. Which results are shown? 2. Do a site: search. How many results? Is the number of pages equal to what you have on your site? 3. Search on keywords you want to target. Is your site visible for those queries? 4. Check traffic from organic search, spot the trend 5. Verify Google Search Console for your site and check all kinds of info there 6. If your pages are shown in results, what do they look like? Do the search snippets look good, are any sitelinks shown? 7. Check results on mobile. Do they look alright? Do you have mobile friendly pages?
- 65. Rank monitoring, no exact science
- 66. More metrics to track https://moz.com/beginners-guide-to-seo/measuring-and-tracking-success
- 67. flickr.com/photos/hotcherry/1358179930/ You probably don’t have any questions, do you ...
- 68. Remember: optimize for people, focus on your users (but facilitate easy crawling and indexing by search engines)
- 69. Thanks for listening! Contact me on twitter.com/avanelk linkedin.com/in/avanelk plus.google.com/+ArnevanElk or arne.vanelk@rnw.org
Notas del editor
- Agenda. Ranking Factors might better be called ‘SEO success factors’
- In the beginning ... We could browse the web
- We used many different web search engines
- The changes we’ve seen over the years might have had a huge impact on your visibility in search engine results: adapting to those changes is what SEO is about.
- Now there are only a few left To index the web today takes up enormous resources. Yahoo is powered by a combination of Bing and Google!
- Now there are only a few left To index the web today takes up enormous resources. Yahoo is powered by a combination of Bing and Google!
- What did they do better than other search engines? - pagerank, they figured out a way to truly measure popularity / quality - monetization, they figured out how to show ads in a not-too-intrusive, even relevant way
- In other words: They made (a lot of) money! And that’s needed to keep track of web content where the production of that content exploded
- But don’t forget that you can search on social media too. On Linkedin, Youtube etc a lot of people search, and you can optimize your visibility for those searches as well.
- We used to search on desktop only
- Now many searches are performed on mobile and results increasingly are influenced by your exact location
- Many websites have seen that search as traffic source has become less important
- DIGITAL MARKETING: Many ways to reach potential audiences / customers Social Media Marketing Email marketing Display Advertising Affiliate Marketing Search Engine Marketing: Search Engine Advertising Search Engine Optimisation
- How important ‘search’ is to your overall marketing strategy depends on what you have to offer.
- SEM = SEA and SEO
- But let us start by explaining what the difference is between SEO and SEA <click> So left you see a highway which you DO NOT have to pay for. You can compare this to SEO it brings you free traffic <click> And right you see a highway for which you need to pay toll. This is more like SEA it brings you paid traffic <click>
- Go, Know, Do: Go (Navigational) Searchers want to go directly to a website, or go to a specific page on a website. Know (Informational) Searchers want to know or learn more about a topic. Do (Transactional) Searchers want to do or perform some web-mediated activity.
- SEO is optimizing for PEOPLE who use search engines. Applying a bunch of tricks is not a sustainable SEO strategy. And ranking no. 1 is never the ultimate goal, you want to get people to your site and do the specific things that will help your business.
- Discuss with your fellow students: What differentiates a TOP result from web pages ranking in position 20 or lower
- Well there are other tools too that can be used to harvest user signals
- ... But it is also ranking because the whole site is about icons. The search engine has acknowleged the iconfinder's expertise (on this topic)
- ... But it is also ranking because the whole site is about icons. The search engine has acknowlegded the iconfinder's expertise (on this topic)
- But remember: it’s not about the exact linking of query, and words on your page. It’s about helping Google understand what the page is about, and how/why is could be useful for a specific query
- When your content gets shared on social media, more people will know about it (as with any other type of online or offline campaign). And when more people know and talk about you or your content, the more chance you have that actual direct ranking signals (like incoming links) are positively influenced.
- Apart from true ranking factors, what you see in search results is heavily influenced by various ‘personalized’ settings. Check for instance the difference between ‘private results on’ and off
- Apart from true ranking factors, what you see in search results is heavily influenced by various ‘personalized’ settings. Check for instance the difference between ‘private results on’ and off
- How to get a basic idea of a website's performance in search (or search visibility) - do a search on the brand name - do a site: search. How many results? Is the number of pages equal to what you have on your site? - search on some of the keywords you want to target - check traffic from organic search - install Google Search Console and check all kinds of info there - check results in the SERPs. Do they look normal? Are sitelinks shown? - check results on mobile. How do they look? And what happens when you click on the result? Do you see a mobile friendly page?
- How to get a basic idea of a website's performance in search (or search visibility) - do a search on the brand name - do a site: search. How many results? Is the number of pages equal to what you have on your site? - search on some of the keywords you want to target - check traffic from organic search - install Google Search Console and check all kinds of info there - check results in the SERPs. Do they look normal? Are sitelinks shown? - check results on mobile. How do they look? And what happens when you click on the result? Do you see a mobile friendly page?