1. SEO IN 2013

2. TOPICS
Introduction
How Search Work
Quick SEO recap
SEO Trends
SEO IN 2013

3. INTRODUCTION
Paul Goossens
Director of Global SEO
Based in the Netherlands
Jobsite SEO since 2001
SEO for 50 sites in 25 countries

4. GOOGLE
Search Engine = Google
Crawling and Indexing
Algorithms
Fighting Spam
HOW SEARCH WORK

5. SEARCH ENGINE = GOOGLE
In Sweden 96%
Globally Google’s share is 89.9%

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

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

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

9. Source: http://www.google.com/insidesearch/howsearchworks/thestory/
Lediga jobb i Stockholm

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

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

12. WHY SEARCH ENGINE OPTIMIZATION?
±75% of clicks are done on organic results of the first result page

13. 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

14. 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

15. SEO FUNNEL
Conversions
Bounce Rates
Landing Page
Impressions
in Google
Click Through Rate

16. KNOWING YOUR AUDIENCE

17. KNOW WHAT KEYWORDS ARE USED

18. SHORT- VS LONG TAIL KEYWORDS

19. KEYWORD TRENDS IN SWEDEN
Trend: Lediga Jobb Stockholm
Trend: Lediga Jobb
http://www.google.com/trends/

20. Content should always be created for human beings

21. Be sure that Search Engines “understand” your content

22. “Panda” : Google’s answer against low quality content
We are now at Panda version 25 since February 2011
source: www.seomoz.org/google-algorithm-change

23. Links help Google understand how popular content is
These links should be laid to help users or by users

24. Penquin is updated 4 times since April 2012
source: www.seomoz.org/google-algorithm-change
“Penquin” : Google’s answer against low quality links

25. SEO TRENDS
RECENT SEO CHANGES
SEO and Social Media
Mobile SEO

26. Social Media is used by Google to understand quality content

27. SOCIAL NETWORKS
Search Engines Understand
Social Profiles
Authority within Profiles

29. Rapidly increasing use of Mobile devices
People search differently on Mobile devices

30. 95%
5%
Q1 2012
Non-Mobile Mobile
88%
12%
Q1 2013
Non-Mobile Mobile
In 2012 5% of traffic was mobile
In 2013 it’s almost 2,5 times more
Careerbuilder.se data

32. 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

33. questions
vragen
fragen
frågor
des questions
preguntas
domande
ερωτήσεις
spørgsmål
spørsmål
pytania
întrebări

34. Talent Network
SEO SOCIAL
OPTIONS
MOBILE
OPTIMIZED
JOB
AGGREGATION
CAREER
SITE