Slide 1

Slide 1 text

No content

Slide 2

Slide 2 text

No content

Slide 3

Slide 3 text

Clusterfuck 1: SERP

Slide 4

Slide 4 text

A random SERP

Slide 5

Slide 5 text

E-commerce queries

Slide 6

Slide 6 text

Medical queries

Slide 7

Slide 7 text

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

Slide 8

Slide 8 text

Clusterfuck 2: the apple pie effect

Slide 9

Slide 9 text

Keyword research

Slide 10

Slide 10 text

The apple pie effect in content

Slide 11

Slide 11 text

What Google says…

Slide 12

Slide 12 text

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

Slide 13

Slide 13 text

Clusterfuck 3: indexing

Slide 14

Slide 14 text

Whoops

Slide 15

Slide 15 text

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

Slide 16

Slide 16 text

Clusterfuck 4: expensive algo’s

Slide 17

Slide 17 text

Be aware of this…

Slide 18

Slide 18 text

SEO = EEAT + HELPFUL CONTENT My two cents:

Slide 19

Slide 19 text

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

Slide 20

Slide 20 text

Clusterfuck 5: Google’s demands

Slide 21

Slide 21 text

What we think EEAT is

Slide 22

Slide 22 text

What EEAT really is Credits: Getty Images - FOX

Slide 23

Slide 23 text

Helpful Content

Slide 24

Slide 24 text

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

Slide 25

Slide 25 text

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

Slide 26

Slide 26 text

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

Slide 27

Slide 27 text

Clusterfuck 6: our approach

Slide 28

Slide 28 text

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

Slide 29

Slide 29 text

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

Slide 30

Slide 30 text

Clusterfuck 7: traffic

Slide 31

Slide 31 text

Traffic

Slide 32

Slide 32 text

No content

Slide 33

Slide 33 text

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

Slide 34

Slide 34 text

Clusterfuck 8: zero click world

Slide 35

Slide 35 text

Platforms & traffic

Slide 36

Slide 36 text

Also nice…

Slide 37

Slide 37 text

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)

Slide 38

Slide 38 text

You are going to need each other..

Slide 39

Slide 39 text

Clusterfuck 9: AI-overviews

Slide 40

Slide 40 text

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

Slide 41

Slide 41 text

Even medical info

Slide 42

Slide 42 text

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

Slide 43

Slide 43 text

Clusterfuck 10: AI-tools

Slide 44

Slide 44 text

No content

Slide 45

Slide 45 text

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

Slide 46

Slide 46 text

Clusterfuck 11: Google shopping (bonus)

Slide 47

Slide 47 text

This will hurt PLP’s

Slide 48

Slide 48 text

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

Slide 49

Slide 49 text

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?

Slide 50

Slide 50 text

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.

Slide 51

Slide 51 text

Hint 1: Content → content integration

Slide 52

Slide 52 text

No content

Slide 53

Slide 53 text

No content

Slide 54

Slide 54 text

Based on client information needs and interests

Slide 55

Slide 55 text

Hint 2: SEO-content → Helpful content

Slide 56

Slide 56 text

….

Slide 57

Slide 57 text

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

Slide 58

Slide 58 text

We need to talk about: EEAT (thought leadership)

Slide 59

Slide 59 text

No content

Slide 60

Slide 60 text

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

Slide 61

Slide 61 text

No content

Slide 62

Slide 62 text

This approach should be AIO/AEO proof

Slide 63

Slide 63 text

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

Slide 64

Slide 64 text

CHANTALSMINK.NL/HELP

Slide 65

Slide 65 text

No content