Search Engine Optimization

(1)

Search Engine Optimization

Workshop Yes!Delft

Willem Blom Expand Online BV © Expand Online October October October October 2013201320132013 @ @@

(2)

Introduction: Willem Blom

(3)

Introduction: Expand Online

Specialist in Specialist in Specialist in Specialist in Search Engine MarketingSearch Engine MarketingSearch Engine MarketingSearch Engine Marketing and and and and SocialSocialSocialSocial MediaMediaMediaMedia FoundedFounded in 2008, FoundedFounded in 2008, in 2008, in 2008, currentlycurrentlycurrentlycurrently team of 30 Online Marketersteam of 30 Online Marketersteam of 30 Online Marketersteam of 30 Online Marketers Google Google CertifiedGoogle Google CertifiedCertifiedCertified Partner, Partner, selectedPartner, Partner, selectedselectedselected membermembermember of Google member of Google of Google of Google

European EuropeanEuropean

European AgencyAgencyAgency ProgrammaAgency ProgrammaProgrammaProgramma

FacebookFacebook and FacebookFacebook and and and LinkedInLinkedIn advertisingLinkedInLinkedIn advertisingadvertising partneradvertising partnerpartnerpartner

FD Gouden Gazelle, Deloitte Technology Fast50FD Gouden Gazelle, Deloitte Technology Fast50FD Gouden Gazelle, Deloitte Technology Fast50FD Gouden Gazelle, Deloitte Technology Fast50

(4)

Online Marketing Quiz

(5)

IntroductionIntroduction SEOIntroductionIntroduction SEOSEOSEO SEO SEO techniqueSEO SEO techniquetechniquetechnique

Content ManagementContent ManagementContent ManagementContent Management OffOff----siteOffOff sitesitesite OptimizationOptimizationOptimizationOptimization

Case: Case: IncreaseCase: Case: IncreaseIncreaseIncrease youryour traffic and youryour traffic and traffic and conversionstraffic and conversionsconversionsconversions Q&AQ&AQ&AQ&A

Agenda

(6)

Google in 1998

(7)

Google today

(8)

eCommerce within Google

(9)

Some facts of Google today…

40.000 search 40.000 search queries40.000 search 40.000 search queriesqueriesqueries per per per per secondsecondsecondsecond 2.4 2.4 mln2.4 2.4 mlnmln per mln per per per minuteminuteminuteminute

114 114 mln114 114 mlnmln per mln per per hourper hourhourhour 3.4 3.4 billion3.4 3.4 billionbillion per billion per per per daydaydayday

105 105 billion105 105 billionbillion per billion per per per monthmonthmonthmonth

(10)

Google Local

(11)

SERP of the future

(12)

How about Google worldwide?

(13)

The importance of top-SEO position

13 © Expand Online

(14)

Wat ziet Google op uw site?

3 building blocks of SEO

14

Uw positie in

Waar zoeken gebruikers naar?

(15)

SEO timephrame

Off Off Off

Off----sitesitesitesite

Content ContentContent Content 2 2 2 2 3 33 3 Technique Technique Technique Technique 1 11 1

• TechnicalTechnicalTechnicalTechnical AnalysisAnalysisAnalysisAnalysis

• ImplementationImplementationImplementationImplementation

• OngoingOngoingOngoingOngoing monitoringmonitoringmonitoringmonitoring

• OffOff----siteOffOff sitesite analysissite analysisanalysisanalysis

• LinkbuildingLinkbuildingLinkbuildingLinkbuilding

- DirectoriesDirectoriesDirectoriesDirectories

- BlogsBlogsBlogsBlogs

- LinkbaitLinkbaitLinkbaitLinkbait

- SocialSocialSocialSocial

- Etc. etc.Etc. etc.Etc. etc.Etc. etc.

• KeywordKeyword researchKeywordKeyword researchresearchresearch

• Content Content optimisationContent Content optimisationoptimisationoptimisation

(16)

Agenda

(17)

Technical SEO

a) a) a)

a) IndexationIndexationIndexation: Indexation: : : CanCanCanCan Google Google findGoogle Google findfindfind all of all of all of all of youryouryouryour pages?pages?pages?pages?

b) b) b)

b) Access: Access: Access: Access: CanCanCanCan Google Google readGoogle Google readreadread the content of the content of the content of the content of youryouryouryour website

website website

website correctlycorrectlycorrectly????correctly

c) c) c)

c) DuplicateDuplicateDuplicateDuplicate content: content: content: content: Are technicalAre Are Are technicaltechnicaltechnical issues hindering the issues hindering the issues hindering the issues hindering the correct

correct correct

(18)

Duplicate content issues?

(19)

(20)

Which technology do you use?

(21)

Time to load your website

(22)

Google Webmaster Tools

(23)

How to rank higher in local search results, such as Google.de or Google.fr?

1. Top-level Domain Name

2. I.P. Address of Web Server

3. Language in domain name & file names

4. Language in text

(24)

AdWords for short-term results

(25)

Agenda

(26)

SEO content copywriting

Target high-quality, low competition keywords

o Use Google’s keyword planner

Write content about relevant keywords that answers prospects questions

(27)

Which keywords to select?

(28)

(29)

(30)

On-page positions

Page Page titlePage Page titletitletitle

MetaMeta DescriptionMetaMeta DescriptionDescriptionDescription

URLURLURLURL

HeadingsHeadingsHeadingsHeadings

30 © Expand Online

(31)

Body Body textBody Body texttexttext

Anchor Anchor textAnchor Anchor texttexttext

Alt tagsAlt tagsAlt tagsAlt tags

31 © Expand Online

(32)

How well are your LPs written?

(33)

How well are your LPs written?

(34)

How well are your LPs written?

(35)

SEORCH: On-page analysis tool

(36)

Agenda

(37)

SEO is (still) about building links

(38)

Which links do you currently have?

38 © Expand Online

(39)

(40)

Selection indicators for quality backlinks

Domain & Page Domain & Page AuthorityDomain & Page Domain & Page AuthorityAuthorityAuthority of the referralof the of the of the referralreferral websitereferral websitewebsitewebsite NumberNumber of links NumberNumber of links of links of links on referralononon referralreferralreferral pagepagepagepage

TrustRankTrustRank, TrustRankTrustRank, , , includingincluding domain includingincluding domain agedomain domain ageageage, content , content , content , content qualityqualityqualityquality, , , ,

traffic, traffic, traffic,

traffic, freshnessfreshnessfreshness of contentfreshness of contentof contentof content

Content Content relatednessContent Content relatednessrelatednessrelatedness on referralononon referralreferralreferral pagepagepagepage PositionPositionPositionPosition of the link of the link of the link of the link onon the onon the the the referralreferralreferralreferral pagepagepagepage Anchor Anchor textAnchor Anchor texttexttext of of of of youryour link youryour link link link onononon referralreferralreferral pagereferral pagepagepage

40 © Expand Online

(41)

(42)

Getting those big fish

FreshFresh, relevant, FreshFresh, relevant, , relevant, , relevant, catchycatchycatchycatchy

– Newsworthy content

– That people want to link, publish & spread

Types of contentTypes of contentTypes of contentTypes of content

– Top-10 lists – Infographics – How-to guides – Video

Types of linkpartnersTypes of linkpartnersTypes of linkpartnersTypes of linkpartners

– Guestblogs – Review sites – Newssites

– Friends & partner sites

(43)

Let The Brains Storm …

(44)

(45)

Examples of platforms

(46)

Agenda

(47)

Conversion optimization is the new SEO

(48)

B2B online leadgeneration

WhoWho????WhoWho Target Target Target Target audienceaudienceaudienceaudience

– Multiple decision

makers

– Longer buying cycle

IndividualIndividualIndividualIndividual prospectsprospectsprospectsprospects

with with with

with specificspecificspecificspecific problems problems problems problems

LongLongLongLong----termtermtermterm

relationships relationships relationships relationships

WhatWhat????WhatWhat Lot of product Lot of product Lot of product Lot of product

content and content and content and content and expertise expertise expertise expertise – E.g. Technical

sheet & Product sheet

ExpertiseExpertiseExpertiseExpertise----drivendrivendrivendriven

– Certificates,

production process,

Explanation of USPs

HowHowHowHow????

CorporateCorporateCorporateCorporate

reliability reliability reliability reliability – Structure, news, strategy, management, etc.

RecommendationsRecommendationsRecommendationsRecommendations

– Client list, references,

testimonials and cases

Prominent phone Prominent phone Prominent phone Prominent phone

number and web

number and web number and web

number and web forms

formsforms forms

(49)

Measuring goals

(50)

Conversion hurdles

(51)

(52)

(53)

Your website ROI

Q: Q: WhatQ: Q: WhatWhatWhat are are yourare are youryouryour conversionconversionconversionconversion hurdleshurdleshurdleshurdles???? HowHow wouldHowHow wouldwouldwould youyou optimizeyouyou optimizeoptimizeoptimize youryouryour website?your website?website?website?

(54)

Agenda

(55)

Contact

Willem Blom Willem Blom Willem Blom

Willem Blom ---- Expand OnlineExpand OnlineExpand OnlineExpand Online FollowFollowFollowFollow ususus!!!!us

Weena 73

3013 CH Rotterdam @Expand Online Tel: +31 (0)10 30 200 30 /company/ExpandOnline [email protected] www.expandonline.nl /ExpandOnline /ExpandOnline © Expand Online 55