search engine optimization - rob simons at nhtv education day 2011

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NHTV in E-businessmindshift in our markets

Revolutie: effecten van "E-" op onze markten.

Gerard Gielen

Results research "Use of new media". Corne Dijkmans

Search Engine Marketing.

Rob Simons

Web 2.0 for real: Retailwiki.

Jeroen Vinkesteijn

Marketing.com.

Wim van der Mark

Hands on Websites: don't get lost. Carl Grefkens


Jeroen Vinkesteijn


Rob Simons

Uitkomsten onderzoek "Gebruik Nieuwe media". Corne Dijkmans

Revolution: effects of "E-" on our markets. Gerard Gielen

De geheimen van een goede website.

Carl Grefkens

Digital businessmodels.

Herman Lier

@rmsimons #NHTVED2011

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Search Engine Marketing Rob Simons

Revolutie: effecten van "E-" op onze markten.

Gerard Gielen

Results research "Use of new media". Corne Dijkmans


Rob Simons


Jeroen Vinkesteijn

Marketing.com.

Wim van der Mark

Hands on Websites: don't get lost. Carl Grefkens


Jeroen Vinkesteijn


Rob Simons

Uitkomsten onderzoek "Gebruik Nieuwe media". Corne Dijkmans

Revolution: effects of "E-" on our markets. Gerard Gielen

De geheimen van een goede website.

Carl Grefkens

Digital businessmodels.

Herman Lier


3@rmsimons

#NHTVED2011

today’s Twitter hashtag: #NHTVED2011

4@rmsimons

#NHTVED2011

Rob SimonsMy background:

• ITMC Alumnus

• Online Marketing Manager – wiki-travel guide Earth.org

• NHTV: mostly (online) marketing courses

• MSc in Marketing at VU (class of 2012)

• Born in 1980

5@rmsimons

#NHTVED2011

what’s on the menu:

http://www.flickr.com/photos/omefrans/4421251238/

1. the search engine landscape2. how search engines work3. search engine advertising (SEA)4. search engine optimization (SEO)5. link building strategies

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1. the search landscape

http://blog.cagle.com

|


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this means

100 billion

search queries each month!

2 billion people on the internet

=average of 50

search queries!

http://www.seomoz.org

how much do we actually search online?worldwide growth of searches


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2. how search engines work

http://www.zastavki.com/eng/Drawn_wallpapers/wallpaper-18812.htm


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without links the search engine

might not even find this website

the whole internet is mappedcrawling & indexing by search engine robots



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which websites are important?domain authority



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An algorithm (calculation) Google uses to determine the importance of a website on a scale of 0-10.

You can compare it to references in scientific articles. The more a source is reffered to, the more credible/ importance it is. So, the more (high quality) links lead to your website, the more important your website probably is.

Google PageRank (PR)


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division of Google PageRank (PR)is algoritmic, not lineair

http://www.einfach-persoenlich.de/2007-05-18/google-der-google-pagerank-berg-anschaulich-visualisiert.html


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what is most important to Google in ranking websites?



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Click Through Rate (CTR)(how many times is clicked in %)



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Paid

Organic90% of the clicks

organic vs. paid results

10% of the clicks



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3. search engine advertising (SEA)SEA is not further discussed in depth in this lecture

http://www.flickr.com/photos/brainfarts/97676505/sizes/l/

Google Adwords


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4. search engine optimization (SEO)


adapting the technology, content & link strategy of a website, with

the goal to make your pages more easy to find in the search engines.

(“free”)


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where to start?


onsite

offsite


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accessible contentby means of a good internal linking structure



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content of high qualityavoid duplicate content



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what does Google do with duplicate content?



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www.nationalgeographic.com/animals/african-elephants

search engine friendly URL’s

http://thepreppyprincess.wordpress.com

single domain

simple folder structure with relevant keywords

keywords in the pagename, seperated by a dash


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Xyz3.nationalgeographic.com/?amg=vv&sd=8

search engine UNfriendly URL’s

redundant sub-domain

no keywords, completely unclear what can be found here

http://www.flickr.com/photos/sonrisaelectrica/3910330593/sizes/l


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broken links en 404 pages

http://www.mundofox.com


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XML sitemapsa digital “map” which shows search robots around on your

website



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a search engine friendly website

the important stuff

http://www.flickr.com/photos/38148940@N05/3516178671/sizes/m/


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page titlescan be found in the top bar of the browser or in the tab title

• Every page should have unique, accurate page titles

• If a page was pre-existing, the page title should stay exactly as it was before

• Title should reflect page’s targeted keyphrase


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meta descriptionsthese are “hidden” in the HTML code of your website



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anchor texthow are your links “wrapped”



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good content (page copy)the use of good and descriptive keywords



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alt(ernative) attributesthese are “hidden” in the HTML code of your website

good use of keywords in the alt tag



34http://www.flickr.com/photos/38148940@N05/3516178671/sizes/m/

a search engine friendly website

the LESS important stuff


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meta keywords tagthese are also “hidden” in the HTML code of your website



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header tags: H1, H2, H(x)these are also “hidden” in the HTML code of your website


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submit your website with search engines (don’t bother)


Since 2001, search engine submission has not only not been required, but is actually virtually useless.

If you hear a pitch from an SEO offering “search engine submission” services, run, don’t walk

(seomoz.org)


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5. link building strategies (ensure that your website can be found from third party websites)


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why collect links?

without links your website will be difficult to find

difficult to find means no visitors

no visitors means no sales

no sales means no profit

http://2fm.rte.ie/blogs/colm_jim_jims_blogggggg/


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how do you know how many links you have?

http://www.opensiteexplorer.org


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8 basic ways of link building

http://www.poolcentrumdemunt.nl


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#1 – manual link requests



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#2 – check out the links of your competitors



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#3 – your content on other websites




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#4 – linkbait and viral campaigns




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#5 – content, technology & API’s(application programming interface)




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#6 – partnering, back links & swapping




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#7 – paid links




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#8 – link reclamation




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questions?


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http://blog.cagle.com





http://thepreppyprincess.wordpress.com

http://www.flickr.com/photos/sonrisaelectrica/3910330593/sizes/l




http://2fm.rte.ie/blogs/colm_jim_jims_blogggggg/

http://www.opensiteexplorer.org

http://www.poolcentrumdemunt.nl

References



http://blog.cagle.com/

http://www.seomoz.org/



search engine optimization - rob simons at nhtv education day 2011

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