Philipp Sauber, INM AG, philipp.sauber@inm.ch

1. Einführung Online-Marketing andCommunication

2. Einführung Philipp Sauber @ INM AG CEO & Partner Tutor @ HWZ for Online Marketing and Communication

4. Since 1995

7. SEO SEO

8. SEO SEO

9. SEO SEO Whatmakes a good online marketinginstrument?

10. SEO SEO Reach Image Quality Returningvisits Quantity Time on site

13. Navigation

14. Flash

17. Metatags andtitle

18. Content

20. Run an AdWordscampaign

23. Whatmakes a good Link?PR Link from a keyword Techniclycorrect link Content relevance Balance text/links

24. SEO On-Page optimization Links (backlinks, inbound links) 1) Googles PageRank

27. PR4

28. Links fromKeyword

29. Follow-Link

30. Content relevant

31. Goodbalancetext/links

32. Result: Hochschule

33. Bad exampl:

35. http://www.linkdiagnosis.com (Backlinkdiagnosis)

36. http://www.google.ch (Site , Cache)

37. http://www.w3.org (CSS and HTML Validation)

38. http://www.alexa.com (Web Traffic)

40. SEM/ Adwords AdWords Reach Image Quality Returningvisits Quantity Time on site

42. Keyword relevant

43. Costs per clickCPC vs CPM

44. Eachkeywordhasitsoneprice

45. Auctionmethod

46. Threecomponents

47. Title

48. Description

50. Relevanceisgiven

51. Youcandefinecosts, time andregion

52. Impressionsareforfree

55. Attractivlywritten

56. Company nameshouldbeincluded

57. URL shouldcontainkeyword

58. Link tositewithkeyword

60. 2 textlines: 35 characters

61. Display URL: 35 characters

62. Target URL: Landingpage