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Search Engine Optimization - Rob Simons at NHTV Education Day 2011
1. NHTV in E-business mindshift in our markets @rmsimons #NHTVED2011 De geheimen van een goede website. Carl Grefkens Uitkomsten onderzoek "Gebruik Nieuwe media". Corne Dijkmans Web 2.0 for real: Retailwiki. Jeroen Vinkesteijn Marketing.com. Wim van der Mark Search Engine Marketing. Rob Simons Revolutie: effecten van "E-" op onze markten. Gerard Gielen Digital businessmodels. Herman Lier Revolution: effects of "E-" on our markets. Gerard Gielen Search Engine Marketing. Rob Simons Hands on Websites: don't get lost. Carl Grefkens Web 2.0 for real: Retailwiki. Jeroen Vinkesteijn Results research "Use of new media". Corne Dijkmans
2. Search Engine Marketing Rob Simons @rmsimons #NHTVED2011 De geheimen van een goede website. Carl Grefkens Uitkomsten onderzoek "Gebruik Nieuwe media". Corne Dijkmans Web 2.0 for real: Retailwiki. Jeroen Vinkesteijn Marketing.com. Wim van der Mark Search Engine Marketing. Rob Simons Revolutie: effecten van "E-" op onze markten. Gerard Gielen Digital businessmodels. Herman Lier Revolution: effects of "E-" on our markets. Gerard Gielen Search Engine Marketing. Rob Simons Hands on Websites: don't get lost. Carl Grefkens Web 2.0 for real: Retailwiki. Jeroen Vinkesteijn Results research "Use of new media". Corne Dijkmans
6. 1. the search landscape http://blog.cagle.com | @rmsimons #NHTVED2011
7. 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 @rmsimons #NHTVED2011
8. 2. how search engines work http://www.zastavki.com/eng/Drawn_wallpapers/wallpaper-18812.htm @rmsimons #NHTVED2011
9. without links the search engine might not even find this website the whole internet is mapped crawling & indexing by search engine robots http://www.seomoz.org @rmsimons #NHTVED2011
10. which websites are important? domain authority http://www.seomoz.org @rmsimons #NHTVED2011
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12. 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 @rmsimons #NHTVED2011
13. what is most important to Google in ranking websites? http://www.seomoz.org @rmsimons #NHTVED2011
14. Click Through Rate (CTR) (how many times is clicked in %) http://www.seomoz.org @rmsimons #NHTVED2011
15. Paid Organic 90% of the clicks organic vs. paid results 10% of the clicks http://www.seomoz.org @rmsimons #NHTVED2011
16. 3. search engine advertising (SEA) SEA is not further discussed in depth in this lecture http://www.flickr.com/photos/brainfarts/97676505/sizes/l/ @rmsimons #NHTVED2011 Google Adwords
17. 4. search engine optimization (SEO) http://www.flickr.com/photos/brainfarts/97676505/sizes/l/ 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”) @rmsimons #NHTVED2011
18. where to start? http://www.seomoz.org onsite offsite @rmsimons #NHTVED2011
19. accessible content by means of a good internal linking structure http://www.seomoz.org @rmsimons #NHTVED2011
20. content of high quality avoid duplicate content http://www.seomoz.org @rmsimons #NHTVED2011
21. what does Google do with duplicate content? http://www.seomoz.org @rmsimons #NHTVED2011
23. Xyz3.nationalgeographic.com/?amg=vv&sd=8 search engine UN friendly URL’s redundant sub-domain no keywords, completely unclear what can be found here http://www.flickr.com/photos/sonrisaelectrica/3910330593/sizes/l @rmsimons #NHTVED2011
24. broken links en 404 pages http://www.mundofox.com @rmsimons #NHTVED2011
25. broken links en 404 pages http://www.mundofox.com @rmsimons #NHTVED2011
26. broken links en 404 pages http://www.mundofox.com @rmsimons #NHTVED2011
27. XML sitemaps a digital “map” which shows search robots around on your website http://www.seomoz.org @rmsimons #NHTVED2011
28. a search engine friendly website the important stuff http://www.flickr.com/photos/38148940@N05/3516178671/sizes/m/ @rmsimons #NHTVED2011
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30. meta descriptions these are “hidden” in the HTML code of your website http://www.seomoz.org @rmsimons #NHTVED2011
31. anchor text how are your links “wrapped” http://www.seomoz.org @rmsimons #NHTVED2011
32. good content (page copy) the use of good and descriptive keywords http://www.seomoz.org @rmsimons #NHTVED2011
33. alt(ernative) attributes these are “hidden” in the HTML code of your website good use of keywords in the alt tag http://www.seomoz.org @rmsimons #NHTVED2011
35. meta keywords tag these are also “hidden” in the HTML code of your website http://www.seomoz.org @rmsimons #NHTVED2011
36. header tags: H1, H2, H(x) these are also “hidden” in the HTML code of your website @rmsimons #NHTVED2011
37. submit your website with search engines (don’t bother) http://www.seomoz.org 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) @rmsimons #NHTVED2011
38. 5. link building strategies (ensure that your website can be found from third party websites) @rmsimons #NHTVED2011
39. 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/ @rmsimons #NHTVED2011
40. how do you know how many links you have? http://www.opensiteexplorer.org @rmsimons #NHTVED2011
41. 8 basic ways of link building http://www.poolcentrumdemunt.nl @rmsimons #NHTVED2011
42. #1 – manual link requests http://www.seomoz.org @rmsimons #NHTVED2011
43. #2 – check out the links of your competitors http://www.seomoz.org @rmsimons #NHTVED2011
44. #3 – your content on other websites http://www.seomoz.org http://www.seomoz.org @rmsimons #NHTVED2011