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Summary Digital Marketing Guest Speakers

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Summary of digital marketing guest speakers 2023—2024

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  • December 18, 2023
  • 49
  • 2023/2024
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GASTSPREKER SEO: TINA VAN DER
HEYDEN
SEO

= stands for optimasation of web pages by various methods with the end goals of
improving improving your website position in the organic results of search engines (=




Search Engine Result Pages or SERPs).



Organic search results: unpaid listings that appear on a search engine results page
(SERP).

Is it usefull to invest in both SEO and SEA  reasons why companies stil invest in SEA

,  Research finds that between 49% to 63% of all clicks are clicks on the ads at the
top of the page
 When ads are shown, the organic results appear below the scroll fold

 this is changing because of ad blockers

Which of these is not a type of seo

 Technical
 Content
 Ux
 Sem: search engine marketing  a broad
 Backlining
 Authority

4 TYPES OF SEO

1. Technical: how is your website built?
 Code minified
 Structured data
 Canonical tags
 Core web vitals

2. Ux: user experience  is the website user friendly
 Information is well structured
 Core web vitals

3. Content: what are you writing, showing
 Correct semantics
 Internal links
 Word count
 Relevancy: is what I am saying relevant for the person on my website

4. Authority & backlining:
 does the main creator of the content have industry recognition/




UX

Websites can no longer rank high based on
keywords only. The experience aa visitor gets is
equally important. This makes UX a vital part of
SEO. Your website must be easy to navigate,
anwer the user’s intent and provide a great user
experience

How can the pure performance of websites (like
speed & usability) boost your company?

 User experience
 Keep return to SERP signals low: if people return to search results soon after
arrival, this sends a negative signal to the search engine

,How can the pure performance of websites (like speed & usability) boost your company?

 User Experience: a fast and easy to understand website will keep visitors engaged
and happy.
 Keep return to SERP signals low: if people return to search results soon after
arrival, this sends a negative signal to the search engine.

→ Both are used by search engines to measure the relevancy of your web page. Poor
assessment = lower ranking.

CONTENT SEO

The content on your website impacts your chanses of appearing in search results, but is
also the most important element to create leads, sales and afterwards ambassadors

Provide comprehensive content that answers all the visitor’s questions and matches the
search intent

Tip: take a. good look at the first 5 search result (skip the ads) from Google and analyse
the content of these pages to see what might be missing on your page.

BACKLINKING

 Backlinks are links from other websites to your website
 Search engines see these links as an endorsement of your website/page
 The more valuable backlinks are, the higher your page might rank
 It’s the most difficult part of SEO  getting qualitative backlinks is difficult and
time-consuming but worth the effect
 You can check your backlink status in google search console, google analytics,
ahrefs, semrush and neil patel.

SEO ROADMAP

1. Define keywords: know what people are using
2. Define landing pages:
3. Optimise content
4. Monitor rankings

DEFINE KEYWORDS

Broad keywords

 High search volume
 Low or unclear search intent
 Often difficult to rank for
 Seo, seo tips, seo google



Long tail keywords

 Lower search volume
 Clear search intent
 Often easier to rank for

,  What is seo and how can I do it, how does seo work for google


FIND KEYWORDS

 Think like a customer
o What words does he use?
o What problem does he have?
o How does he look for a solution?
o What questions are asked in a conversation?
o What is their search intent: what are they looking for  informational?
 Own knowledge of the services and the knowledge of collegues, experts
 Look at competitor website
 Search for a term and look at different sections on the SERP
o Auto suggest
o “People also ask” section
o Related search terms
 Use other platforms: yt, tiktok  great for content inspiration
 Use tools like
o Google keyword planner
o Semrush
o Answer the public

DEFINE LANDING PAGES

For each keyword, you have to determine the ideal landing page. This is the page that
best matches the search intent of the keywords.

 context is important for search engines. Group matching keywords together and build
you pages that way

Intent is a very important keyword here. Which page on the website best answers the
question? In many cases, this is not

Why? To avoid duplicate content issues

Types of search intent

 Informational: SEO types
 Commercial: best SEO tools
 Transactional: buy SEO tracking tool
 Navigational: SEO agency Ghent


HOW CAN YOU USE SEO TO STIMULATE PURCHASE RATES?

1. Awareness
 People are aware of a problem & start researching
 Informational intent: “uses of a kitchen blender”
 Checklist, general blogs, infographic, e-book
2. Consideration
 People are looking into different solutions & are trying to find the best
match
 Commercial intent: “heavy-duty blender”, “best blenders for smoothies”

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