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Summary Gastsprekers Digital Marketing
- Cours
- Digital Marketing
- Établissement
- Universiteit Gent (UGent)
Samenvatting gastsprekers digital marketing
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GASTSPREKER SEO: TINA VAN DERHEYDEN
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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