Presentation for dmexco Speakers Corner 2015 by Siwen Zhang - For a long time SEO just meant optimizing for search engines. A lot of people still believe this. However, this is definitely not the case nowadays. Search engines such as Google are constantly changing their algorithm as well to provide users the best results possible. This session shows the most important Google Updates in the last years and highlights which intension as well as results they had. The updates and demands of today’s search engines have increased the requirements of SEO tremendously. It is not about the engine anymore. So how do you have to approach this digital marketing channel in the future to be successful? Find it out in this session.

1. Why YOU control the future
of SEO
Cologne, 17th September 2015

2. About me
Siwen Zhang
Director SEO
Born in China/Shanghai
Studies: International Business Administration
SEO focus topics: Strategy Development,
International SEO
twitter.com/siwen_zhang
siwen.zhang@explido.de
www.xing.com/profile/Siwen_Zhang

3. vveverversversiversicversichversicheversicherversicheruversicherunversicherung
Search Case 1

4. Search Case 1
1st organic
result

5. Search Case 1
???

6. Search Case 1
???
Back to
SERP

7. Search Case 2
2.520 follow links from „wohnung-suche.blogspot.de“
(USA) are directing to „wohnungsmarkt24.de“

8. Search Case 2
The exact information can be found on
„wohnungsmarkt24.de“

9. height eiffel tower
Search Case 3

10. Search Case 3

11. Search Case 4
wwiwinwindwindowindowwindowswindowswindows nwindows newindows newwindows news

12. Search Case 4

13. Search Case 4
Back to SERP

14. Focus user
behaviour
500 - 600
updates per
year
Don‘t be
evil
Best result
possible
Evolution of Google

15. Google Updates
Panda
 Low quality content
 Little/no content
Penguin
 Unnatural links
 Links from networks
Mobile Update
 Mobile friendliness
became a ranking factor
Hummingbird
 Semantic
interpretation of
search queries

16. Quick & Dirty
 Technical Tricks
 Keyword Spamming
 Black Hat
SEO
Yesterday
Source: http://www.createfreedom.com.au/guaranteed-way-to-make-money-in-a-gold-rush/

17. Natural &
sustainable
 Hart diligent work
 No short-cuts
 Added Value
SEO
Today
Source: Fotolia/meailleluc.com

18. Source: Fotolia/Rawpixel
Overall Strategy
 Essential part of
Content Marketing
 Over all devices Holistic
Approach

19. User
Focus
FROM ENGINE TO EXPERIENCE OPTIMIZATION
Source: Fotolia/olly

20. Source: vimeo/LaBeouf, Rönkkö & Turner
So, there is only one thing…
JUST DO
IT!

21. So, there is only one thing…
YOU
control
the future of
SEO
…
JUST DO IT!

22. Thank you for your attention!
twitter.com/siwen_zhang
siwen.zhang@explido.de
www.xing.com/profile/Siwen_Zhang