The Future of SEO - Kai Spriestersbach @ Meet Magento 2016 DE
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Transcript of The Future of SEO - Kai Spriestersbach @ Meet Magento 2016 DE
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THE FUTURE OF SEARCH
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KURZE VORSTELLUNG
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Ihr Referent
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• 12 Jahre Online Marketing & SEO
• Inhaber SEARCH ONE
• Online Strategy Consultant, eology GmbH
• Autor Website Boosting
• Trainer Rheinwerk Verlag
• Podcast OnlineRadar
• Speaker (SMX München, SEOkomm, etc.)
Kai Spriestersbach
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Dienstleistungs-Portfolio
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• Zukunftssichere Strategien: SEO 2016 und darüber hinaus • Die neue Relevanz: Google RankBrain und KI • Oberstes Credo: Bedürfnisse stillen • So geht’s: Geile Snippets und Shop-Content der rankt • Schnelle Seiten, überall - Mobile & Page Speed • Die Technik im Griff - Fehler vermeiden • Vertrauen bei Google - Linkaufbau und Brand Building
Herausforderung SEO für Onlineshops
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HERAUSFORDERUNG SEO 2016
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Die schlechte Nachricht zuerst…
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Die Zeit der SEO-Tricks ist vorbei.
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Die gute Nachricht lautet…
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Google liebt gute Seiten Shops.
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE 10
1. Für welche Keywords wollen wir ranken?
2. Haben wir exzellente Inhalte dafür?
3. Hat Google genug Vertrauen in unsere Domain?
4. Mögen uns die Benutzer und stillen wir Bedürfnisse?
SEO in vier Schritten
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Erwartungsmanagement
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
SEO ist eine Investition
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0
25
50
75
100
Projektstart SichtbarkeitInvestitionen
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STRATEGIE
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Strategische Suchwort-Recherche
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Keyword Research ist die wichtigste und gleichzeitig schwierigste Aufgabe im
Suchmaschinenmarketing!
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Keywords priorisieren …
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Bones - Season 5 - Episode 7.
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
… und in Themen mappen!
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Früher Heute
Marcus Tober, Searchmetrics
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Vor Hummingbird
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Marcus Tober, Searchmetrics
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Mit Hummingbird
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Marcus Tober, Searchmetrics
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Google RankBrain
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Die Zukunft hat längst begonnen!http://www.effektor.de/google-rankbrain/
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Machine Learning kommt!
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http://www.forbes.com/sites/miguelhelft/2016/05/18/inside-sundar-pichais-plan-to-put-ai-everywhere/
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Exponentielles Wachstum
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Ray Kurzweil
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Rechenpower von Gehirnen
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WE ARE HERE!
Wikimedia Commons
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Menschen gegen Maschinen?
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Richard Foreman Jr./Warner Bros./ Everett Collection
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Schach - 1997 gewinnt Deep Blue gegen Kasparow
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http://www.theatlantic.com/technology/archive/2012/05/picture-of-the-day-deep-blue-defeats-kasparov/257055/
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
damals sah GTA noch SO aus!
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Mobygames.com
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
jeopardy - 2011 Watson vs. US champions
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http://blog.ted.com/how-did-supercomputer-watson-beat-jeopardy-champion-ken-jennings-experts-discuss/
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Go - 2015 gewinnt Google deepmind
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http://www.bbc.com/news/technology-35420579
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
wie komplex ist go?
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Marcus Tober, Searchmetrics - SMX West 2016
SCHACH UNIVERSUM GO
1050
mögliche Züge
4X1080
Atome
10171
mögliche Züge
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
10 hoch 171 ?!?!
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1.000.000.000.000.000.000.000.000.000.000. 000.000.000.000.000.000.000.000.000.000.00 0.000.000.000.000.000.000.000.000.000.000. 000.000.000.000.000.000.000.000.000.000.00 0.000.000.000.000.000.000.000.000.000.000. 000.000.000.000.000
Mögliche Kombinationen
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Stellt euch einen leeren Raum vor
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LEER
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Abbildung von Konzepten im Raum
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Berlin
Hamburg
München
Köln
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Wörter durch Tokens ersetzen
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Eric Enge Stone Temple - SMX West 2016
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Sätze durch Vektoren ersetzen
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ETWAS IST FAUL IM STAATE DÄNEMARK.
(231 12 1342 9 232 42323)
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Textanalysen mit RankBrain
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Eric Enge Stone Temple - SMX West 2016
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Sprachkonzepte werden berechenbar
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König – Mann + Frau = Königin
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Suchanfragen als Vektoren
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Wetter BerlinWie wirds morgen in Berlin?
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Ergebnisberechnung
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QA2
A1
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• Verbessert die „klassische Suche“ • Basis = SEO Rankingfaktoren als „extrahierte“ Features
(WDF*IDF, Backlinks, Trust, Nutzerdaten, etc.) • Fokus auf RELEVANTE Inhalte • Verwendung von Anfragevektoren um Ergebnisse zuzuordnen
Was tut RankBrain jetzt schon?
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Ihr kennt das vielleicht?
39
„Ihr sucht etwas und findet es nicht, weil Google Worte ignoriert“
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Füllwörter ignorieren - Nicht so smart!
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Eric Enge Stone Temple - SMX West 2016
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Beispiel 1: Vorher
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Eric Enge Stone Temple - SMX West 2016
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Beispiel 1: Mit RankBrain
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Eric Enge Stone Temple - SMX West 2016
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Beispiel 2: Vorher
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Eric Enge Stone Temple - SMX West 2016
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Beispiel 2: Mit RankBrain
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Eric Enge Stone Temple - SMX West 2016
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
was ist in deutschland los?
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
WTF Google?!
46
https://imgflip.com/memegenerator/Jackie-Chan-WTF
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Projektion: Nach dem Rollout
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AKTUELLE STUDIE
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Searchmetrics Studie aus den USA
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Marcus Tober, Searchmetrics - SMX West 2016
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Backlinks?
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Marcus Tober, Searchmetrics - SMX West 2016
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Interne Verlinkung?
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Marcus Tober, Searchmetrics - SMX West 2016
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Keyword im title?
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Marcus Tober, Searchmetrics - SMX West 2016
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Textlänge?
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Marcus Tober, Searchmetrics - SMX West 2016
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Interaktive Elemente!
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Marcus Tober, Searchmetrics - SMX West 2016
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Die neue Relevanz
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Keyword: “security camera system”
9 von 10 Seiten haben ein „Add to Cart“ above the fold!
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Wieso nicht alle? Hier ist Platz 9
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Keyword: “security camera system”
Höchster Relevance-Score innerhalb von RankBrain
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USER HAPPINESS
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Jede Suche drück ein Bedürfnis aus
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Wer dieses nicht befriedigt wird aussortiert
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Was würden Sie klicken?
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Der Seitentitel
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<title>Adidas NEO V Racer ab 44,95 € | Preisvergleich bei idealo.de</title>
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Basic Snippet-Optimierung
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<meta name="description" content="Bereits ab 44,95 € ✓ Große Shopvielfalt ✓ Testberichte & Meinungen ✓ | Jetzt Adidas NEO V Racer Sneaker günstig kaufen bei idealo.de." />
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Strukturierte Daten - schema.org
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https://search.google.com/structured-data/testing-tool/u/0/#url=http%3A%2F%2Fwww.adidas.de%2Fv-racer-schuh%2FF99397.html
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RANKENDE TEXTE
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1. Produkttexte 2. Kategorietexte 3. Ratgebertexte
Welche Texte braucht ein Shop?
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Mythos Keyword Dichte
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Lorem ipsum SEO dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no SEO sea takimata sanctus est ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At SEO vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est color sit amet.
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Zauberformel WDF * IDF
66
Sag noch einmal Keyword-Dichte!
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE 67
1. Um was geht’s bei Dir?
2. Bist Du Spam?
3. Kannst Du deinen thematischen Fokus beweisen?
4. Wie holistisch bist Du?
Vier Fragen an ein Dokument
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1. Um was geht’s bei Dir?
68
http://kai.im/onpage
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
2. Bist Du Spam?
69
http://kai.im/onpage
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
3. Kannst Du deinen Fokus beweisen?
70
http://kai.im/onpage
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
4. Wie holistisch bist Du?
71
http://kai.im/onpage
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
• 1 PROJEKT
• 1 CRAWL PRO MONAT
• 100 EIGENE URLS
• 5 KEYWORDS
• 5 FOCUS ABFRAGEN
• 5 WDF*IDF ANALYSEN
72
Kostenlos testen!
http://kai.im/onpage
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Amazon als Inspiration
73
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Amazon als Inspiration
74
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Amazon als Inspiration
75
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Fragen beantworten!
76
https://www.search-one.de/w-fragen-tool/
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PAGE SPEED
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Why Page Speed matters
78
100 ms zusätzliche Ladezeit =
1% geringere Conversion-Rate
Greg Linden, Amazon
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Why Page Speed matters
79
500 ms zusätzliche Ladezeit =
20% weniger Suchen
Marissa Mayer, Google
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Google Page Speed Insights
80
https://developers.google.com/speed/pagespeed/insights/
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MOBILE FRIENDLY FIRST!
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Mobile Nutzung überwiegt längst
82
Morgan Stanley
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Mobile Webseiten
83
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Mobile Webseite auf eigener URL
84
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE 85
Auf der Desktop-Seite http://www.example.com/page-1 <link rel="alternate" media="only screen and (max-width: 640px)" href="http://m.example.com/page-1">
Auf der mobilen Seite http://m.example.com/page-1 <link rel="canonical" href="http://www.example.com/page-1" >
Duplicate Content vermeiden
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Responsive Design
86
Responsive Webdesign stellt allen Geräten denselben Code bereit, der anschließend auf die Bildschirmgröße angepasst wird.
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Google Test für mobile Geräte
87
https://www.google.com/webmasters/tools/mobile-friendly/
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TECHNIK
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Crawling vs. Indexierung
89
http://www.sistrix.de/news/crawling-und-indexierung-umfangreicher-webseiten/
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TYPISCHE FEHLER
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Paginierung im Index
91
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Paginierung mit Canonical Tag
92
https://www.brunobanani.com/de/herren/unterwaesche/shorts/?p=2
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DUPLICATE CONTENT
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Probleme mit DC?
94
https://www.sistrix.de/news/indexwatch-042016-052016/
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Häufige Fehler
95
Content ist mit und ohne "www" aufrufbar.
http://example.com
http://www.example.com≠
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Häufige Fehler
96
Content ist über "http" und "https" aufrufbar.
http://www.example.com
https://www.example.com≠
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Häufige Fehler
97
Content ist mit und ohne „Trailing Slash" aufrufbar.
http://www.example.com/pfad/
http://www.example.com/pfad≠
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Häufige Fehler
98
Content ist mit (Tracking-)Parametern aufrufbar.
http://www.example.com/
http://www.example.com/tid=2348742≠
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Häufige Fehler
99
Seite ist auch mit Session-IDs aufrufbar.
http://www.example.com/
http://www.example.com/sid=1337≠
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Häufige Fehler
100
Content ist mit Groß- und Kleinschreibung aufrufbar.
http://www.example.com/Pfad/
http://www.example.com/pfad/≠
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Häufige Fehler
101
Content ist über mehrere Ansichten aufrufbar
≠http://www.example.com/artikel42/drucken/
http://www.example.com/artikel42/
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Häufige Fehler
102
Content ist über Mobile und Desktop Webseite aufrufbar
≠http://m.example.com/
http://www.example.com/
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Crawl Budget
103
http://searchengineland.com/how-i-think-crawl-budget-works-sort-of-59768
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Erreichbarkeit der Inhalte
104
https://audisto.com/
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Navigationsschema
105
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Navigationsbedürfnisse
106
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FACETED SEARCH IM E-COMMERCE
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Die „Long Tail“ Theorie
108
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Das Potential des „Long Tails“
109
Quelle: Experian Hitwise & seomoz.org
Anteil am Gesamttraffic
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Facetten-Navigation
110
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE 111
•10 Preisoptionen •12 Farben •5 Obermateriale
•4 Funktionen •50 Breiten •30 Höhen •4 Stile •50 Marken
„Unendliche“ Möglichkeiten
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE 112
•10 Preisoptionen •12 Farben •5 Obermateriale
•4 Funktionen •50 Breiten •30 Höhen •4 Stile •50 Marken
„Unendliche“ Möglichkeiten
= 720.000.000 Kombinationen
Nur bei den Sofas!
10 * 12 * 5 * 4 * 50 * 30 * 4 * 50
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Welche Facetten in den Index?
113
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Die guten ins Töpfchen, die schlechten…
114
•Per Robots.txt sperren? •Meta-Robots auf noindex setzen? •Canonical-Tag auf eine andere Seite? •Links per JavaScript cloaken?
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
„PRG“-Pattern als Lösung
115
Post Redirect Get
dein-shop.de/sofas/schlafcouch/gruen/
POST prg.php HTTP/1.1 Host: dein-shop.de Content-Type: application/… Content-Length: 36
typ=sofa&farbe=gruen&funktion=schlaf
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WIESO GOOGLE MARKEN LIEBT
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Was bewirken Marken?
117
Abkürzung im Gehirn
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Was sagt Google?
118
– Eric Schmidt, Executive Chairman Google
„Brands are the solution, not
the problem, […] Brands are
how you sort out the cesspool.“
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Was sagt Google?
119
– Eric Schmidt, Executive Chairman Google
„Brand affinity is clearly hard
wired, […] It is so fundamental
to human existence that it's not
going away. It must have a
genetic component.“
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
„And we actually came up with
a classifier to say, okay, IRS or
Wikipedia or New York Times is
over on this side, and the low-
quality sites are over on this
side. And you can really see
mathematical reasons …“
Was sagt Google?
120
– Matt Cutts, Former Head of Webspam
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BRAND SEARCH
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Top 10 Suchanfragen 2014
122
Keyword Monatlichfacebook 83.100.000
youtube 45.500.000
google 45.500.000
ebay 37.200.000
amazon 24.900.000
bild 20.400.000
gmx 20.400.000
ebay kleinanzeigen 16.600.000
maps 13.600.000
t-online 11.100.000http://www.search-one.de/keywords-2014/
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Brand Search
123
Echte Marken haben Nachfrage!
otto.de 550.000
zalando.de 135.000
idealo.de 74.000
baur.de 60.500
ladenzeile.de 8.100
zalando 5.000.000
otto 4.090.000
idealo 673.000
baur 550.000
ladenzeile 49.500
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Markensuchen im Long Tail
124
371 Vorschläge bei Google zu „Zalando“http://www.search-one.de/tools/kws/
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LINKAUFBAU?
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Google weiß wo wir surfen!
126
52% Marktanteil weltweit die #1!
Weitere Quelle: Android, Fiber, AdSense, DoubleClick, Public DNS, CDN, Font Library, etc.
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Neuer Dienst: „Meine Aktivitäten“
127
https://myactivity.google.com/
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Content Marketing
Linkaufbau durch Content Marketing
128
SEO
Sweet Spot
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Inhalte mit Mehrwert
129
https://www.distilled.net/blog/marketing/redefining-unique-content/
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Einkaufs-Ratgeber
130
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Tools! Über 2000 Links …
131
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Infografiken! Über 250 Links…
132
http://www.kaufda.de/info/konsum-in-echtzeit/
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Ebooks! Über 200 Links…
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Kai Spriestersbach - The Future of SEO @ Meet Magento 2016 DE
Content-Driven Linkbuilding
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• Wer könnte auf mich verlinken?
• Altruisten nutzen + Ziele unterstützen
• Welche Inhalte würden verlinkt?
• Einen echten Mehrwert bieten
• Interne Redaktion • Qualitätssicherung • Fachautoren nutzen
• Richtige Ansprache • Alle Kanäle nutzen
• E-Mail • Soziale Netze • Telefon!
Linkerati identifizieren Ideenfindung
SeedingContent
erstellen & publizieren
Zieldefinition
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E-Mail: [email protected] Telefon: 09381 58290 22 Mobil: 0176 96933632
Twitter: @seokai
Kai Spriestersbach
VIELEN DANK