Miranda Gahrmann, SEO Specialist at Philips

What would be your description of SEO in 10 lines? Basically to find out where your customers are searching for and then write content they would love to read about. Now you mention content, so how does content play into this whole field of SEO? Very large role, so basically SEO is divided in three parts like the content, technical and link building. If your link building and your technical area is very good but you don't have content you won't rank, so therefore content is one of the main importance in SEO and it can be, Google understands the text but also video and images is very important to make it more interactive and more appealing. So what does text versus video versus images mean? So we all understand it. So video, let me reframe it, so basically how does video play into your search optimization? What you see with people, for example in the Middle East, people love to watch videos, so when they come on a page and they see a video they are more likely to click on it and to stay on that page than when they just see plain text because it's not very appealing. However if you have only video Google don't understand what a video is about so it should be supported with text for example under it, for example summary or transcript. So that's actually a good advice, so the advice is to combine video with text so you both get people to stay longer but Google also understands what the video is about. Yes, that's very good practice. So you've just been doing a talk, what was that talk about? The topic was search beyond Google, so Google is the main search engine especially in Europe but for example when you move to or when you go to the US you also have Bing and Yahoo, specific countries have, for example China has Baidu and Russia Yandex, so they are, yes per market you have different search engines and also what you see in the US is that a lot of people are skipping the search engine when they want to search for a product but they go directly on to Amazon. So it's also very important not only focusing search engines but also on other platforms on e-taders and also optimize those platforms so you can optimize for example for apps, you can optimize at Amazon and eBay, those kind of platforms, LinkedIn you can optimize. Yes, all, yeah.