SEO Benelux Chantal Smink - Clusterfucks in SEO

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Clusterfuck 1: SERP

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A random SERP

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E-commerce queries

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Medical queries

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SEO goes beyond your website and becomes about visibility rather than clicks

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Clusterfuck 2: the apple pie effect

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Keyword research

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The apple pie effect in content

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What Google says…

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We are creating content that is too interchangeable and there is too much of it

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Clusterfuck 3: indexing

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Whoops

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Indexing is not free, it’s very costful. It makes sense if Google puts a limit to indexing too much of our crap

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Clusterfuck 4: expensive algo’s

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Be aware of this…

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SEO = EEAT + HELPFUL CONTENT My two cents:

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My thoughts: If you are not an EEAT, it doesn’t matter how much content you push into this world

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Clusterfuck 5: Google’s demands

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What we think EEAT is

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What EEAT really is Credits: Getty Images - FOX

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Helpful Content

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Helpful content: new information, new insights, coming from experts, adding value to the web and the SERP

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Content SEO-content Helpful content What Google could recognize in the past What Google can recognize nowadays What Google can recognize in the future The quality of your content Very bad Very good

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Let’s be honest: Helpful content & EEAT have nothing to do with SEO

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Clusterfuck 6: our approach

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Helpful Content? EEAT? SEO-content Domain Authority Beyond website? Purely website focused

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Our current approach does not lead to helpful content and EEAT. It focusses on SEO tactics.

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Clusterfuck 7: trafﬁc

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Trafﬁc

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Platformization happens within Google: keeping users in the own ecosystem. That is how big tech makes money.

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Clusterfuck 8: zero click world

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Platforms & trafﬁc

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Also nice…

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Your coworker from social media is in the same shitty position as you are: less and less trafﬁc and visibility is depending on algo’s (not on followers)

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You are going to need each other..

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Clusterfuck 9: AI-overviews

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Facts are everywhere. Google doesn’t need to show your site if you are offering the same information

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Even medical info

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Find a way to add value on top of what Google can make themselves, don’t create more of what they already know

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Clusterfuck 10: AI-tools

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You don’t need to have nightmares already, but be ware they are answering machines not trafﬁc referring machines

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Clusterfuck 11: Google shopping (bonus)

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This will hurt PLP’s

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Ranking is useless. It’s about price, delivery time and costs

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Google is deciding where generic trafﬁc goes: to PDP’s. It’s about prices and delivery time. But how easy it in your site to navigate from products to relevant overview pages?

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Key issue: the way we think SEO/the internet works and what we get in return is changing. Big tech is not here to drive trafﬁc to your site.

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Hint 1: Content → content integration

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Based on client information needs and interests

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Hint 2: SEO-content → Helpful content

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….

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Helpful content Doing online research and use that info The same as the current op 10 Based on keywords and what we need to rank Checked or reviewed by experts Textual content for websites New information, new knowledge, new insights Adding value to what already is available Based on ICP needs (QPAFFCGMIM) Produced by experts In shape and size your customers wants to see it

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We need to talk about: EEAT (thought leadership)

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We need to talk about: KPI’s in a zero click world

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This approach should be AIO/AEO proof

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Start thinking about your role: You need to think beyond textual content on websites and tracking rankings. Create helpful content that makes impact, build EEAT and integrate all organic channels. Visibility in search engines will be a logical result. Only in this way, the investment to create content can be justiﬁed