Web Visibility EURAXESS National Portal Administrators’ Meeting Tallinn , 16th May 2011
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Web Visibility EURAXESS National Portal Administrators’ Meeting Tallinn, 16th May 2011
description
Web Visibility EURAXESS National Portal Administrators’ Meeting Tallinn , 16th May 2011. Understand your audience – Strategic Approach. What do you want to achieve and how are you going to achieve it ? COMPANY: What does your client want, really ? - PowerPoint PPT Presentation
Transcript of Web Visibility EURAXESS National Portal Administrators’ Meeting Tallinn , 16th May 2011
Web VisibilityEURAXESS National Portal Administrators’ Meeting
Tallinn, 16th May 2011
Understand your audience – Strategic Approach
What do you want to achieve and how are you going to achieve it?
COMPANY: What does your client want, really? CATEGORY: How should we define or frame the
category COMPETITION: What are your competitors’ strategies
and positioning? CONSUMER: Who are the most attractive prospects,
and what do they want or need? CHANNELS: What’s the selling environment like?
Brand key vision ( the DNA of the EURAXESS brand)
EURAXESS needs to emotionally engage...
Instead of giving rational reasons why EURAXESS has the right services offering,
you need to l emotionally engage with your target audience.
EURAXESS offers me all the support to find the right research talent, and support services for the recruitment .
Research talent should be stimulated to stay in, or come to, Europe
•Engaging•Progressive•Maternal•Inspiring
WE TAKE CARE OF
RESEARCH TALENT
BenefitsPe
rson
ality
& V
alue
s
The 3 Web Visibility Pillars
Direct visits
Search Engines
Social Networks
How it worksDIRECT VISITS
Traditional Corporate communication as• Corporate identity• Advertising• Public relations• Etc.
Traditional Tools• Development of a customised mailing campaign to either HR
departments or managers directly• Arrange meetings with HR departments in the private-sector• Understand their issues and needs• Prepare customised presentation• printed advertising• Advertorials• Media relations (interviews)• EVENTS (Vital tool to promote EURAXESS and disseminate
information on the initiative)
How it worksSEARCH ENGINES
Search engines websites as• Google• Yahoo• Bing• Etc.
Search engines at a glanceSEARCH ENGINES
How search engine’s algorithm works
Page factor Off the page factor
LocationKeywords that appear, in the title, or near the top of the page, are deemed more relevant
FrequencyKeywords with a higher frequency in the page are deemed more relevant
Link analysisBy analyzing how the page links to other pages in the Web, the search engine determines:
• what a page is about• if that page is deemed to be
"important“
Clickthrough measurementThe search engine rewards the most clicked pages with higher position
SEARCH ENGINES
What you cannot do
1. There are no shortcuts to a better rank on search engines
2. If your pages are not relevant to the users needs, they cannot appear at the top of the search result
SEARCH ENGINES
The dark side of SEO
Black hat: SEO techniques that try to manipulate search engine results.
Black hat SEO attempts to improve rankings in ways that are disapproved by the search engines, or involve deception. Search engines may penalize sites they discover using black hat methods, either by reducing their rankings or eliminating their listings from their databases altogether.
Black hats tend to produce results in the short-term.
SEARCH ENGINES
4 Keys to success on search engines
1. Create original and useful content
2. Search Engine Optimizationoptimize your pages for search engines
3. Search Engine Marketingpromote your web site by Pay-Per-Click advertising
4. Social networksShare your contents by social networks
SEARCH ENGINES
Search Engine Optimization
1. Semantic HTML properly
2. Keywords in a meaningful way
SEARCH ENGINES
Do’sDont’s
1.Spam technique2.Unreliable hosts3.Frames and redirects4.Orphan pages5.Deep linking6.Duplicate of existing
content7.Very large pages
Search Engine Marketing
Promote your web site by pay-per-click advertising services, i.e. Google AdWords, Yahoo! Sponsored Search, Microsoft adCenter, etc.
SEARCH ENGINES
How it worksSOCIAL NETWORKS
Social network websites as
Cycle of Social & SEO
Create & promote optimized content & assetsContent is noticed, shared & voted on. Grows awareness
Increased exposure attracts more subscribers, fans, friends, followers & links
Increased links & social exposure grow search & referral traffic
SOCIAL NETWORKS
Create & promote optimized content & assetsSOCIAL NETWORKS
Content is noticed, shared & voted on. Grows awareness
SOCIAL NETWORKS
Increased exposure attracts more subscribers, fans, friends, followers & links
SOCIAL NETWORKS
Increased links & social exposure grow search & referral traffic
SOCIAL NETWORKS
