Nikolaj Mogensen Heading Quisma Danmark

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1 SEO in 2019 Working with SEO has changed immensely throughout the last 10 years. SEO is no longer a silo where you can sit and work. You have to work integrated around SEO on UX, Information Architecture, and Content. Nikolaj will show you how you need to think about SEO anno 2019 when building websites.

2 Talking on a bounce of conferences Nikolaj Mogensen Heading Quisma Danmark Performance Marketing agency with 8 SEO Specialists &10 copywriters London UK Leveraging my favourite toolstack +10 years in SEO +7 years on agency side +100 SEO audits delivered

3 We thought Social was going to take over Organic Search

4 But then Facebook and other started to monetize by decreasing organic reach

5 SEO is still and will stay the single most important digital marketing strategy

6 SEO Algorithm history Launch Launch date: 1998 Panda Launch date: February 24, 2011 Hazards: Duplicate, plagiarized or thin content; user-generated spam; keyword stuffing

7 Penguin Pigeon Launch date: July 24, 2014 (US); December 22, 2014 (UK, Canada, Australia) Hazards: Poor on- and off-page SEO HTTPS Launch date: August 24, 2014 Hazards: Websites on http will get lower rankings than https Launch date: April 24, 2012 Hazards: Spammy or irrelevant links; links with over-optimized anchor text Hummingbird Launch date: August 22, 2013 Hazards: Keyword stuffing; low-quality content

Rankbrain Launch date: October 26, 2015 Hazards: Lack of

Mobilegeddon Launch date: April 21, 2015 Hazards: Lack of a mobile

date: March 8, 2017 Hazards: Thin, affiliate-heavy or adcentered

8 Rankbrain Launch date: October 26, 2015 Hazards: Lack of queryspecific relevance features; shallow content; poor UX Mobilegeddon Launch date: April 21, 2015 Hazards: Lack of a mobile version of the page; poor mobile usability Possum Fred Launch date: March 8, 2017 Hazards: Thin, affiliate-heavy or adcentered content Launch date: September 1, 2016 Hazards: Tense competition in your target location

"Brackets" Core Update Launch date: March 8, 2018 Hazards: Google confirmed a "core" update on March 7th, but volatility spiked as early as March 4th,

The "Brackets" name was coined by Glenn Gabe; no details were provided by Google.

Barry Schwartz named this the "Maccabees" update, but Google would only confirm that several small updates had happened in the general timeline.

Medic Core Update Launch date: August 1, 2018 Hazards: Google confirmed a "broad core algorithm update," with wide reports of massive impact.

This update seemed to disproportionately affect sites in the health and wellness vertical, although large-scale impact was seen in all verticals.

9 "Brackets" Core Update Launch date: March 8, 2018 Hazards: Google confirmed a "core" update on March 7th, but volatility spiked as early as March 4th, with a second spike on March 8th, and continued for almost two weeks. This may have been multiple updates or one prolonged, rolling update. The "Brackets" name was coined by Glenn Gabe; no details were provided by Google. "Maccabees" Update Launch date: December 14, 2017 Hazards: Chatter and several tools showed ranking volatility around December 14th. Barry Schwartz named this the "Maccabees" update, but Google would only confirm that several small updates had happened in the general timeline. Pre-holiday updates tend to get more attention (and are generally rarer) due to their disruptive effect on e-commerce. Medic Core Update Launch date: August 1, 2018 Hazards: Google confirmed a "broad core algorithm update," with wide reports of massive impact. It rolled out over the period of about a week, but peaked on August 1-2. This update seemed to disproportionately affect sites in the health and wellness vertical, although large-scale impact was seen in all verticals. Mobile-First Index Roll-out Launch date: March 26, 2018 Hazards: Google announced that the mobile-first index was finally "rolling out." Since the index has been in testing for many months, and Google has suggested they are migrating sites gradually, it's unclear how much impact this specific roll-out had on the overall index. Webmaster should begin to see notifications within Google Search Console.

+130 trillion documents online https://www.youtube.com/watch?v=yp2tmbhyu0i 2019 SEO Algorithm There is +200 ranking factors https://www.google.

10 +130 trillion documents online SEO Algorithm There is +200 ranking factors 50% of search queries are four words or longer updates to the algorithm Every year

Relevance of text Amount of text Synonyms Duplicate Content Indexation

11 Four Segment Infographics CTR Time On Site Bounce rate Amount of links Relevance of links Strenght of links Anchortexts Titles Headings Images Relevance of text Amount of text Synonyms Duplicate Content Indexation Mobile Friendliness Page speed HTTPS Structured Data Sitemap and Robots

12 Work on the right keywords and pages

13 This is a crawl of telekom.si (4.500 nodes out of 9.000) Optimization of all pages will take a person 30 full years to optimize if there was 3 hours per piece So choosing pages to work with Is key if we don t want to waste our time

14 Do this by: (1) Building a contentmap (2) use data (3) and manage

15 You have to prioritize your pages like this URL Prioritization Project Status Performance Potential Tier Responsible Deadline Status Impressions Clicks CTR Keywords Organic Potential Paid Potential

16 A great technical site still matters

17 Get your Tech straight Content elements Pagespeed Duplicate Content HTTPS Mobile Friendlyness Robots & Sitemap Indexability

18 Not only amount of content but also UX matters

23 Add UX metrics to your contentmap and use it to prioritize URL Prioritization Project Status Performance Potential Tier Responsible Deadline Status Impressions Clicks CTR Keywords Organic Potential Time on Site Bounce Paid Potential

24 Invest in the right toolsstack

25 Preferred toolstack

Potential Tier Responsible Deadline Status Impressions

26 Add UX metrics to your contentmap and use it to prioritize URL Prioritization Project Status Performance Potential Tier Responsible Deadline Status Impressions Clicks CTR Keywords Organic Potential Time on Site Bounce Paid Potential

27 Links still matters but they are harder to get

30 Less content are being shared and linked to

31 Use Content Assets to do linkbuilding Linkprospecting Outreach Reactivation

32 Runrepeat uses data and infographics to gain links

33 Which looks like this

34 Cycling in Denmark get organic links

35 Data om cykling i Danmark

36 Make SEO an iterative proces

37 Make SEO an iterative proces Analyze Update Monitor Content Map Prioritize Optimize

38 Summing up What you need to be doing in 2019 and beyond

39 Your 2019 SEO Strategy Perform even deeper keyword research Build a datadriven content map Start a iterative content proces Optimize your technical platform Build links to linkable assets

40 Thanks! Nikolaj Mogensen

Chapter 3: Google Penguin, Panda, & Hummingbird

Chapter 3: Google Penguin, Panda, & Hummingbird Search engine algorithms are based on a simple premise: searchers want an answer to their queries. For any search, there are hundreds or thousands of sites