friends of search 2016
TRANSCRIPT
![Page 1: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/1.jpg)
SEO for Publishers: What we do different?!
Martijn Scheijbeler / Director of Marketing / [email protected] / @MartijnSch
![Page 2: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/2.jpg)
Friends of Search 2016 - @MartijnSch
Title
![Page 3: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/3.jpg)
Martijn Scheijbeler
Marketing Director at The Next WebFormer Lead SEO & Analytics
[email protected] @martijnsch
![Page 4: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/4.jpg)
What isThe Next Web?
@Martijnsch
![Page 5: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/5.jpg)
WHAT IS THE NEXT WEB?A TECHNOLOGY FOCUSED MEDIA COMPANY
![Page 6: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/6.jpg)
INDEX
CONFERENCE NEWSINDEX.CO TBA
???
20,000 8,000,000 100,000 6,000attendees unique visitors startups listed square meters
![Page 7: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/7.jpg)
OFFICESSan FranciscoPortland Tijuana New YorkManchesterLondonBarcelonaAmsterdamBangalore
![Page 8: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/8.jpg)
What am I going toTalk about?
@Martijnsch
![Page 9: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/9.jpg)
“A case study on how you do SEO, but focus on: what’s different for publishers”
@Martijnsch
![Page 10: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/10.jpg)
What do we do withSearch Engine Optimization?
@Martijnsch
![Page 11: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/11.jpg)
“Quote”
Line
THE HISTORY OF SEO AT THE NEXT WEB
±11,000,000sessions
2011
±38,000,000sessions
2015
SEO Team: 0 SEO Team: 3
![Page 12: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/12.jpg)
TRAFFIC FROM ORGANIC SEARCH
±3,000,000Monthly Sessions
±1,000,000Keywords
±90,000Landing Pages
±30New Articles Daily
643 PropertiesGoogle Search Console
PricelessAmounts of fun
![Page 13: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/13.jpg)
How is our (marketing) team Structured?
@Martijnsch
![Page 14: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/14.jpg)
SEOANALYTICSTNW DEALS
INDEX.COCONTENT
CENTRAL
@Martijnsch
![Page 15: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/15.jpg)
“Better ask for forgiveness than permission”
- Boris Veldhuijzen van Zanten
![Page 16: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/16.jpg)
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”
![Page 17: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/17.jpg)
![Page 18: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/18.jpg)
What’s ourFocus?
@Martijnsch
![Page 19: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/19.jpg)
Friends of Search 2016 - @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!
![Page 20: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/20.jpg)
Friends of Search 2016 - @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!
1 Million KeywordsScale! Scale! Scale!
![Page 21: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/21.jpg)
FIND THE PERFECT PROCESS TO FIX EVERYTHING > ALWAYS
![Page 22: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/22.jpg)
How do we supportKnowledge building?
@Martijnsch
![Page 23: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/23.jpg)
SEOEDITORIAL
@Martijnsch
COMPANY:
![Page 24: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/24.jpg)
What makes it different for
Publishers?@Martijnsch
![Page 25: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/25.jpg)
Last year:Focus on Content Marketing?
![Page 26: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/26.jpg)
“Quote”
Line
NO SHIT SHERLOCK! BUT WHAT’S THE TREND FOR PUBLISHERS?
![Page 27: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/27.jpg)
EDITORIAL: 15 EDITORS, 24/7 - 365 DAYS
70.0000Articles
±30New Articles Daily
![Page 28: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/28.jpg)
CONTENT MARKETING AT A PUBLISHER?
You take 1 keyword and have an editor write content for you, right?
![Page 29: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/29.jpg)
Hell NO! Never ever!
@Martijnsch
![Page 30: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/30.jpg)
We do write with SEO in mind!
@Martijnsch
News content v.s. Evergreen content? When does content become evergreen?
![Page 31: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/31.jpg)
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
![Page 32: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/32.jpg)
What are (y)our
Problems?@Martijnsch
![Page 33: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/33.jpg)
“We can’t create any content”“No management approval”
“Whatever b*llshit reason”
![Page 34: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/34.jpg)
“Our legal department is your Editorial team”
- Google Employee
![Page 35: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/35.jpg)
![Page 36: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/36.jpg)
What we do
Different?@Martijnsch
![Page 37: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/37.jpg)
“Quote”
Line
IT’S ALL ABOUT ENGAGEMENT!
![Page 39: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/39.jpg)
THIRD PARTY PARTNERSHIPS
FACEBOOK INSTANT ARTICLES
GOOGLE AMP
APPLE NEWS
![Page 40: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/40.jpg)
MORE FOCUS ON SPEED THAN EVER BEFORE
PRE-FETCH / PRE-RENDER
IMAGE QUALITY V.S. SPEED?
ADS :(
CONTINUOUS MONITORING
![Page 41: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/41.jpg)
WE’RE AN OPEN BOOK!
![Page 42: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/42.jpg)
What we’re proud of?
The work we do?@Martijnsch
![Page 43: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/43.jpg)
RUNNING SCREAMING FROG IN THE CLOUD
TNW.TO/FROGCLOUD
![Page 44: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/44.jpg)
BUILDING OUR OWN SOFTWARE SOLUTIONS
BULK RANK TRACKING + VOLUMES + OTHER DATA SOURCES = HUGE FUN!
![Page 45: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/45.jpg)
What brings the
Future?@Martijnsch
![Page 46: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/46.jpg)
CONTINUOUS IMPROVEMENT
WHO’S ABLE TO DEPLOY NEW SEO CHANGES WITHIN A DAY WITH IT?
![Page 47: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/47.jpg)
BIGGER BETTER DATA
‘PREDICTIVE ANALYTICS’ + LOGBOOK + BIG BROTHER IS WATCHING YOU!
![Page 48: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/48.jpg)
Avans Hogeschool Breda - TNW - @MartijnSch
Wat is The Next Web?
Index.co - Track tech.
100.000.000+ LANDING PAGES AROUND STARTUPS, LET’S RANK!
![Page 49: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/49.jpg)
AND MORE ……?
WORLD DOMINATION
A ‘HUMAN’ APPROACH
10 BILLION MILLION
![Page 50: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/50.jpg)
Do you have any
Questions?
![Page 51: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/51.jpg)
See you at The Next Web Conference?
![Page 52: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/52.jpg)
Thanks! Have fun!
![Page 53: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/53.jpg)
LET’S HAVE BEER AT THE ‘BORREL’
![Page 54: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/54.jpg)
Friends of Search 2016 - @MartijnSch
Title
![Page 55: Friends of Search 2016](https://reader033.vdocuments.us/reader033/viewer/2022061307/58815abe1a28ab80508b480f/html5/thumbnails/55.jpg)