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Catch me if you can! 
 Mit besseren User Signals zu Top Rankings

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Warum User Signals so wichtig sind, wie man diese richtig gut optimieren kann und warum Yandex Metrica das Tool für die Analyse des Nutzerverhaltens ist.

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Catch me if you can! 
 Mit besseren User Signals zu Top Rankings

  1. 1. Catch me if you can! Mit besseren User Signals zu Top Rankings apexmedia.de - Johanna Langer, eMail: johanna@apexmedia.de
  2. 2. Bildquellen: http://www.nichepursuits.com/did-the-google-panda-update-kill-niche-websites/
  3. 3. User Signals werden immer wichtiger für gute Rankings! Quelle: http://www.searchmetrics.com/de/knowledge-base/ranking-faktoren/
  4. 4. Wie misst Google User Signals? Google is everywhere!  Google Chrome  Chrome Bookmarks  Android (Tabletts, Handys)  Toolbars  Google Analytics  Google Adsense  Google +1 Buttons  Gmail Bildquellen: http://www.giga.de/apps/android-os/specials/was-ist-android-eine-erklaerung/
  5. 5. USER SIGNALS
  6. 6. Positive User-erfahrung Traffic Click Through Rate Direct Typ In´s Wieder-kehrende Besucher Bounce Rate Scrolltiefe Click Streams Time on Site Wichtige User Signals sind z.B.
  7. 7. „Click-Through-Rate“ Quelle: http://www.searchmetrics.com/de/knowledge-base/ranking-faktoren/
  8. 8. CTR steigern: Snippet Optimierung Die Description: Nach einer Eye-Tracking-Studie von Mari-Carmen Marcos und Cristina González-Caro wird vom Nutzer hauptsächlich die Description eines Snippets wahrgenommen.* http://www.wordtracker.com/academy/learn-seo/getting-started/seo-mistakes Das sorgt für eine gute CTR:  Bedürfnisse abfangen  Einsatz von schlagkräftigen Argumenten & Alleinstellungsmerkmalen Quelle: http://searchengineland.com/eye-tracking-study-shows-importance-of-search-snippets-49304
  9. 9. CTR steigern: Snippet Optimierung Magische Worte können zaubern!  Gratis http://www.gratisprobenbestellen.de/category/gratis-lebensmittel-anfordern  Treueschaffende Worte: „Sie können unserem Service vertrauen”, “Fairer Preis”, “Sorgfalt”, “Faire Behandlung”, “Qualität”, “Kompetenz”  Buzzwords: „neu“, „einzigartig“, „beeindruckend“, „verlässlich“, „innovativ“, „wegweisend“, „familiär“, „unabhängig“, „kraftvoll“, „präzise“, „effizient“, „leistungsstark“, „funktional“, „sicher“
  10. 10. CTR steigern: Snippet Optimierung  Snippet-Generator: http://saney.com/tools/google-snippets-generator.html
  11. 11. Vorsicht: Keine falschen Versprechungen!  Der User soll auf der Website das vorfinden was er erwartet!  Falsche Versprechungen können zu einer hohen Bounce Rate und einer geringen Time on Site führen
  12. 12. Bounce Rate Quelle: http://www.searchmetrics.com/de/knowledge-base/ranking-faktoren/
  13. 13. Bounce Rate minimieren: Erster Eindruck Für den ersten Eindruck gibt es keine zweite Chance! Besonders wichtig: TRUST RELEVANZ Bildquellen: http://www.franz-keim.de/4-taktiken-fuer-relevante-contentideen/
  14. 14. Sicherheiten auf den Punkt gebracht Wirkung von Siegeln und Markenlogos:  Werden aufgrund der Bekanntheit sehr schnell wahrgenommen und beeinflussen die Aussagen beim ersten Eindruck maßgeblich.  Alleinstellungsmerkmale, Garantien und Trustelemente kurz und bündig oben auf der Seite nennen
  15. 15. Relevanz einfach erklärt  Aussagekräftige Überschriften  Die wichtigsten Keywords prominent in den Webauftritt integrieren  In einem Satz für den “normalen” User erklären, was die Website macht
  16. 16. Time-on-Site Quelle: http://www.searchmetrics.com/de/knowledge-base/ranking-faktoren/
  17. 17. TIPP: DER LIVE CHAT!
  18. 18. http://bcove.me/ppsxk7k2
  19. 19. User Signals optimieren? Mit dem Live Chat! Positive User-erfahrung Traffic Conversion Rate! Direct Typ In´s Wieder-kehrende Besucher Bounce Rate Scrolltiefe Click Streams Time on Site
  20. 20. Erfahrungen mit dem Live Chat Michael Kubens, designenlassen.de: Wir setzen unseren Chat schon seit 3 Jahren erfolgreich ein, da wir eventuelle Fragen des Users vor dem Kauf so schnell und bequem wie möglich klären wollen. Boris Häring, ihr-gutachten.com: Für uns ist der Chat ein hochlukratives Tool, dass wir nicht missen wollen. André Goldmann, 121WATT - Online Marketing Seminare: Bei beratungsintensiven Produkten ist der Chat sehr sinnvoll. Man kann schnell reagieren und Probleme lösen. Daniel Schmitt-Haverkamp, Experte24 GmbH: Durch ein eingebundenes Chatsystem konnten wir mit zusätzlichen 7% unserer Seitenbesucher kommunizieren. Der Chat gab uns die Möglichkeit auf konkrete Fragen zu antworten und verbesserte somit unsere Conversionrate.
  21. 21. USER SIGNALS MESSEN
  22. 22. Yandex Metrica – das Analysetool für´s Userverhalten  Analyticstool von Yandex.ru  Kostenlos  Yandex ist die erste (moderne) Suchmaschine, die keine Links mehr wertet  Vorsicht wg. Datenschutz!
  23. 23. Linkmap
  24. 24. Scrollmap
  25. 25. Clickmap
  26. 26. WebVisor https://metrica.yandex.com
  27. 27. Videotipp zum Tool http://www.seokratie.de/yandex-metrica/
  28. 28. apexmedia.de - Johanna Langer eMail: johanna@apexmedia.de

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