When I recommend a book about SEO (search engine optimization), it is invariably the SEO manual for professionals from Ir. Alain Sadon. This handbook gives a complete insight into all facets of being well-found for Google and is pleasantly legible. Sadon explains about the interaction with social media: “If you have written a wonderful article about a certain subject, you ensure that many people can become acquainted with it via social media. If they appreciate the article, Google will notice it. "
SEO is about being found well in Google. You state in your book that the tricks of the past no longer work. What works
“A creative approach to and especially love for your own business, within the context of a technically perfect site. If earning money is the only motivation, there is hardly any or no passion for the products or services offered on the site, then it becomes very difficult to really convince visitors. And without that conviction it is difficult to score well. But luckily I see, especially at SMEs, that positive relationship to their own business. Then a lot is possible. "
The previous version was released in May 2014. Is it going so fast with SEO that a new version is needed again?
"Yes, but this time the update came extra fast because the University of Leuven wanted to give its Online Marketing students who will use my book in their SEO lectures next year, a completely up-to-date story."
In April 2015, Google adapted the mobile search results so that mobile-friendly pages are displayed earlier. What else is Google doing?
“Well, where is Google (or later: Alphabet, as the new holding will be called) actually not busy with. Within the domain of free, organic search results, the most important and exciting development for me is that of the Semantic Web, also known as Web 3.0. By using special notations (such as JSON-LD) meaning attributing to the information on our web pages, not only search engines, but also other web applications that are interested in our information can use and link that information. While websites are still relatively isolated objects, much more dynamics will soon arise between websites and web applications. ”
“A second interesting development is the fact that Google is making increasingly intensive use of what they call machine learning. Techniques from Artificial Intelligence, such as Neural Networks (perhaps not coincidentally, my graduation area at the time) are used to humanize the algorithms that determine the rankings. You could say that this phenomenon, in the evolution of the ranking algorithm, forms the outer shell. Its core is formed by PageRank mathematics: with that Google has grown since the end of the last century. During the fifteen years of their existence, various technological shells have arisen around it, the outer shell of which therefore has something funny about it. It is fascinating to watch that. "
“In addition to my seo activities, I have more artistic aspirations. I believe that the works I have recently made and sold are in line with the answers that I have now given, in particular with regard to humanized technology and integrity. ”View the works of Alain Sadon on LotusRobot.nl
What would you advise a small business owner with little time to quickly master SEO and little budget to hire someone?
“In that case, I would recommend using a good open source CMS, such as WordPress. Then you know that the technology is right and there are many plug-ins such as Yoast SEO to support you with your specific wishes and your on-page SEO. But fortunately there are also good closed source CMSs. It is crucial that the supplier maintains the technology proactively and offers the customer optimum support. However, that does not work with a package of 8 euros per month. "
How does SEO work with social media?
“Social Media is the catalyst of the SEO game. If you have written a beautiful article about a certain subject, you ensure that many people can become acquainted with it via social media. If they appreciate the article, Google will notice it. They can notice this through the links that are placed to the article, or through the + 1s on the article, or through the behavior of the people on the relevant page and site. ”
Content marketing and SEO also work very well together. How do you see the relationship between social media, content, SEO and SEA (online advertising)?
“I look at all these things from the perspective of SEO. It starts with a SEO technical good CMS using which we have our excellent content can publish. We then draw our carefully constructed attention social media contacts on the existence of the content. This leads to initial traffic and, in its slipstream, to sustainable signals, such as the still important references. SEA can support this process on two points: 1) as a tool to investigate which keywords generate a return (to subsequently optimize the site) and 2) as an emergency tool if the SEO does not get off the ground sufficiently… Furthermore, one for SEO site well optimized lower SEA costs because the so-called 'quality score' within AdWords will also improve. ”
You have built up enormous knowledge in the years about Google and SEO. How do you keep up with your SEO knowledge?
“By trying to continue to score well with my own sites, in a field of many more good SEO specialists. But of course also by reading a lot, and reflecting on it as well as possible. Because a lot is called and much talked about. In everything I read I try to ask whether it makes sense for Google to implement it or something like that. Because I have been active with SEO since the beginning of this century, I think I have now had a good feeling for the way in which Google is developing. I also give advice to companies and I monitor the results. This practical experience is of course crucial. Finally, my book is also a way of developing my knowledge: by showing what I know others can shoot at it and I can adjust my knowledge. ”
Which Google algorithm change would you like to see?
“Good question, to which I actually cannot find an answer. I am mainly surprised about the ingeniosity of Google's search engine. Is it not unbelievable how quickly it comes with answers to all possible search questions? Google has become the gateway for (an important part of) the world to information, and has therefore taken on a great responsibility. We trust Google. As far as your question is concerned, I can perhaps answer that I am very happy to see that Google will not shame this trust. ”
Do you have a last quick tip?
How important is SEO to your company and why?
The competition is closed. The winner is Kees van Seuren from Commercium with his answer:
SEO is important not only for our own company on the internet but also for our customers when we make a website for them. It actually fits in well with what we want to convey to our customers if we help them to focus on the love and passion for the profession, and in which they are unique for their target group. For online, keyword research helps in this. What you say in your web texts and show through photos therefore has a direct relationship with the core of business. And this is also reflected in the interaction via Social Media. Actually, it is not a separate technique or method for us, but connects naturally to our online services.