Search Engine Optimization and Advertising
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Search Engine Optimization & Advertising
Tim Kaufmann <[email protected]>
Websites and web apps since 1996
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Can‘t be found?Got a problem!
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1. About your website
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Even great SEO/SEA won‘t help if your website doesn‘t convert.
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Answer the most important question: „Why should I be buying here?“
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Call to Action!
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Measure visits, conversions and conversion rates - at least.
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2. About SEO and SEA as a job
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What does a great SEO/SEA need?
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Fun and FreedomKnowledge has a pretty short half-life.
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Creativityto find new solutions.
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Desire to experimentSEO/SEA is trial and error, too.
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EnduranceMeasures take their time and never end.
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BravenessSetbacks are a part of life.
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Scepticism„Shortcuts“ are without effect - at best.
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3. About the Search Engine Ranking Pages
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The Search Engine Ranking Page
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Search Engine Optimization:Organic Listings
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Search Engine AdvertisingPaid Listings („AdWords“)
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4. About Keywords
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Step 1: Keyword analysis
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CollectKeywords
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Keyword ideas: What‘s the name of your product?
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Keyword ideas: Which problems does your product solve?
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Keyword ideas: How do customers call your product?
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Keyword ideas: Use Google Keyword Tool
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•Number of searches•Competition•Relevance
Every keyword‘s value depends on three parameters.
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Relevance means: How many potential customers are in there?
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5. About Optimization on page and off page
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On page Optimization
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1. Place Keywords on your pages
On page Optimization
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1. Place Keywords on your pages2. Speed up page loading time
On page Optimization
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1. Place Keywords on your pages2. Speed up page loading time3. Check results with Google
Webmaster Tools
On page Optimization
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Build links! aka off page optimization
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Some great link sources(and some not that great)
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• Facebook Likes & Shares
Some great link sources(and some not that great)
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• Facebook Likes & Shares• Tweets
Some great link sources(and some not that great)
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• Facebook Likes & Shares• Tweets• Google places
Some great link sources(and some not that great)
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• Facebook Likes & Shares• Tweets• Google places• Social bookmarks
Some great link sources(and some not that great)
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• Facebook Likes & Shares• Tweets• Google places• Social bookmarks• Web catalogues
Some great link sources(and some not that great)
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• Facebook Likes & Shares• Tweets• Google places• Social bookmarks• Web catalogues • Forums
Some great link sources(and some not that great)
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• Facebook Likes & Shares• Tweets• Google places• Social bookmarks• Web catalogues • Forums• Blogs
Some great link sources(and some not that great)
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• Facebook Likes & Shares• Tweets• Google places• Social bookmarks• Web catalogues • Forums• Blogs• Youtube
Some great link sources(and some not that great)
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Avoid bad neighborhood.Also, don‘t rent or buy links.
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6. About Search Engine Advertising
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SEA is a chance to jump-start your rankings.
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SEA is a chance to jump-start your rankings.
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130 characters only: AdWords are as short as a text message.
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130 characters only: AdWords are as short as a text message.
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Only clicks cost money, impressions don‘t.
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•Cost per click is based on bids and quality factor (CPC)
Only clicks cost money, impressions don‘t.
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•Cost per click is based on bids and quality factor (CPC)
•Success: Conversion rate (CR)
Only clicks cost money, impressions don‘t.
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•Cost per click is based on bids and quality factor (CPC)
•Success: Conversion rate (CR)
•Return on invest:Cost per conversion
Only clicks cost money, impressions don‘t.
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AdWords are displayed on Google‘s SERP and on partner websites.
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AdWords are displayed on Google‘s SERP and on partner websites.
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AdWords are displayed on Google‘s SERP and on partner websites.
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AdWords can be targeted to PCs, Tablets and/or Smartphones.
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AdWords can be scheduled by date and even by hour.
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AdWords can be targetedto regions and languages.
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7. Conclusion
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Create great content and let the world know about it.
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Use SEO and SEA to maximize your display area within the SERP.
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SEO and SEA are jobs,not projects.
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These slides and more atwww.slideshare.net/timkaufmann
Tim Kaufmann <[email protected]>
Websites and Webapps since 1996