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LIVErtising 2018 07 from SEO to SXO

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Keynote 07 of my Master course in digital marketing communication at IHECS, Brussels

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LIVErtising 2018 07 from SEO to SXO

  1. 1. LIVErtising.netS 2017-18 1 11 Issues in Marketing Communication:
 LIVErtising 18.07 From SEO To SXO
  2. 2. LIVErtising.netS 2017-18 2
  3. 3. LIVErtising.netS 2017-18 3 https://website.grader.com/ SEO
  4. 4. LIVErtising.netS 2017-18 4 http://nibbler.silktide.com/ Yes, dear #LIVErtising student, go ahead, test any website of interest to you before our next lecture SEO
  5. 5. LIVErtising.netS 2017-18
  6. 6. LIVErtising.netS 2017-18 Intent
  7. 7. LIVErtising.netS 2017-18 Intent 40%
  8. 8. LIVErtising.netS 2017-18 6
  9. 9. LIVErtising.netS 2017-18 6
  10. 10. LIVErtising.netS 2017-18 6
  11. 11. LIVErtising.netS 2017-18 6
  12. 12. LIVErtising.netS 2017-18 6
  13. 13. LIVErtising.netS 2017-18 7
  14. 14. LIVErtising.netS 2017-18 8 SEM
  15. 15. LIVErtising.netS 2017-18 8 SEM SEO
  16. 16. LIVErtising.netS 2017-18 8 SEM SEO SEA PPC
  17. 17. LIVErtising.netS 2017-18 8 SEO
  18. 18. LIVErtising.netS 2017-18
  19. 19. LIVErtising.netS 2017-18 SERP
  20. 20. LIVErtising.netS 2017-18
  21. 21. LIVErtising.netS 2017-18
  22. 22. LIVErtising.netS 2017-18
  23. 23. LIVErtising.netS 2017-18
  24. 24. LIVErtising.netS 2017-18
  25. 25. LIVErtising.netS 2017-18 10 http://seopressor.com/blog/50-seo-terms-every-marketer-should-know/
  26. 26. LIVErtising.netS 2017-18 11 http://gs.statcounter.com/search-engine-market-share/all/belgium
  27. 27. LIVErtising.netS 2017-18
  28. 28. LIVErtising.netS 2017-18 5
  29. 29. LIVErtising.netS 2017-18 13 What is SEO? 1
  30. 30. Search engine optimization, or SEO, is the process by which your site can climb to first position in search engine rankings for a relevant keyword.
  31. 31. Search engine optimization, or SEO, is the process by which your site can climb to first position in search engine rankings for a relevant keyword.
  32. 32. Search engine optimization, or SEO, is the process of improving your website so that it attracts more visitors from search engines, helping you meet business objectives.
  33. 33. LIVErtising.netS 2017-18 16 2
  34. 34. LIVErtising.netS 2017-18 16 Positioning: #1 S E O ?2
  35. 35. LIVErtising.netS 2017-18 16 Positioning: #1 S E O ?2
  36. 36. LIVErtising.netS 2017-18 Give us a call now 17 IP address / GPS location the Seach Engine version the search engine language the browser settings search history your device SocMed signals (which, likes, friends…) + all personalisation features
  37. 37. LIVErtising.netS 2017-18 Give us a call now 17 IP address / GPS location the Seach Engine version the search engine language the browser settings search history your device SocMed signals (which, likes, friends…) + all personalisation features 50+
  38. 38. LIVErtising.netS 2017-18 Give us a call now 17 IP address / GPS location the Seach Engine version the search engine language the browser settings search history your device SocMed signals (which, likes, friends…) + all personalisation features 50+
  39. 39. LIVErtising.netS 2017-18
  40. 40. LIVErtising.netS 2017-18
  41. 41. LIVErtising.netS 2017-18
  42. 42. LIVErtising.netS 2017-18 19
  43. 43. LIVErtising.netS 2017-18 19 Rich answers Featured snippets
  44. 44. LIVErtising.netS 2017-18 19 80%Rich answers Featured snippets
  45. 45. LIVErtising.netS 2017-18 20
  46. 46. LIVErtising.netS 2017-18 20
  47. 47. LIVErtising.netS 2017-18 21 https://www.rankranger.com/google-serp-features
  48. 48. LIVErtising.netS 2017-18 22
  49. 49. LIVErtising.netS 2017-18 !23 3
  50. 50. LIVErtising.netS 2017-18 !23 SEO is DEAD! 3
  51. 51. LIVErtising.netS 2017-18
  52. 52. LIVErtising.netS 2017-18 bLACK HAT / SpamdExing
  53. 53. LIVErtising.netS 2017-18 25
  54. 54. LIVErtising.netS 2017-18 26 http://seopressor.com/blog/best-seo-techniques-for-your-website/
  55. 55. LIVErtising.netS 2017-18 27 Invisible text means writing white text, a list of keywords, on a white background to make them invisible to the human visitor, but readable by the search bot.
  56. 56. LIVErtising.netS 2017-18 27 Invisible text means writing white text, a list of keywords, on a white background to make them invisible to the human visitor, but readable by the search bot.
  57. 57. LIVErtising.netS 2017-18 28
  58. 58. LIVErtising.netS 2017-18 29 https://support.google.com/webmasters/answer/66359?hl=en
  59. 59. LIVErtising.netS 2017-18 30
  60. 60. LIVErtising.netS 2017-18 31 1 2 3 45 6
  61. 61. LIVErtising.netS 2017-18 31 Link farming 1 2 3 45 6
  62. 62. LIVErtising.netS 2017-18 31 Link farming 1 2 3 45 6 Keyword stuffing
  63. 63. LIVErtising.netS 2017-18 31 Invisible text Link farming 1 2 3 45 6 Keyword stuffing
  64. 64. LIVErtising.netS 2017-18 31 Invisible text Cloaking Link farming 1 2 3 45 6 Keyword stuffing
  65. 65. LIVErtising.netS 2017-18 31 Invisible text Cloaking Link farming Duplicate content 1 2 3 45 6 Keyword stuffing
  66. 66. LIVErtising.netS 2017-18 31 Invisible text Cloaking Content scraping Content spinning Link farming Duplicate content 1 2 3 45 6 Keyword stuffing
  67. 67. LIVErtising.netS 2017-18 32 White Hat SEO Black Hat SEO Increasingly G-tolerated Increasingly G-hated
  68. 68. LIVErtising.netS 2017-18 32 White Hat SEO Black Hat SEO Increasingly safe Increasingly risky Increasingly G-tolerated Increasingly G-hated
  69. 69. LIVErtising.netS 2017-18 32 White Hat SEO Black Hat SEO Increasingly safe Increasingly risky Increasingly G-tolerated Increasingly G-hated Google’s tolerance
  70. 70. LIVErtising.netS 2017-18 32 White Hat SEO Black Hat SEO Increasingly safe Increasingly risky Increasingly G-tolerated Increasingly G-hated Google’s tolerance
  71. 71. LIVErtising.netS 2017-18 32 White Hat SEO Black Hat SEO Increasingly safe Increasingly risky Increasingly G-tolerated Increasingly G-hated Google’s tolerance
  72. 72. LIVErtising.netS 2017-18 33
  73. 73. LIVErtising.netS 2017-18 33 Distance Position Co-occurrence Main vs subtopics
  74. 74. LIVErtising.netS 2017-18 33 Distance Position Co-occurrence Main vs subtopics
  75. 75. LIVErtising.netS 2017-18 34 http://seopressor.com/blog/best-seo-techniques-for-your-website/
  76. 76. LIVErtising.netS 2017-18 34 http://seopressor.com/blog/best-seo-techniques-for-your-website/
  77. 77. LIVErtising.netS 2017-18 34 http://seopressor.com/blog/best-seo-techniques-for-your-website/ GF
  78. 78. LIVErtising.netS 2017-18 34 http://seopressor.com/blog/best-seo-techniques-for-your-website/ UXGF
  79. 79. LIVErtising.netS 2017-18 34 http://seopressor.com/blog/best-seo-techniques-for-your-website/ UXGF + = SXO
  80. 80. LIVErtising.netS 2017-18 35 GF
  81. 81. LIVErtising.netS 2017-18 35 GF
  82. 82. LIVErtising.netS 2017-18 UX
  83. 83. LIVErtising.netS 2017-18 UX
  84. 84. LIVErtising.netS 2017-18 Timely or timeless Targeted Value-added Consistent UX
  85. 85. LIVErtising.netS 2017-18 http://neilpatel.com/2016/01/19/everything-you-need-to-know-about-off-page-seo/
  86. 86. LIVErtising.netS 2017-18 38 http://www.business2community.com/seo/another-update-google-february-2017-01776663
  87. 87. LIVErtising.netS 2017-18 38 http://www.business2community.com/seo/another-update-google-february-2017-01776663
  88. 88. LIVErtising.netS 2017-18
  89. 89. LIVErtising.netS 2017-18 32%
  90. 90. LIVErtising.netS 2017-18
  91. 91. LIVErtising.netS 2017-18
  92. 92. LIVErtising.netS 2017-18 40
  93. 93. LIVErtising.netS 2017-18 40
  94. 94. LIVErtising.netS 2017-18 41
  95. 95. LIVErtising.netS 2017-18 41
  96. 96. LIVErtising.netS 2017-18 42
  97. 97. LIVErtising.netS 2017-18 42 Negative SEO
  98. 98. LIVErtising.netS 2017-18 42 01. 02. 03. 04. 05. Unsuccessful SEO Spamdexing, black hat Using Bing instead of Google Destroying your competitor’s ranking Trying to rank as low as possible Negative SEO
  99. 99. LIVErtising.netS 2017-18 42 01. 02. 03. 04. 05. Unsuccessful SEO Spamdexing, black hat Using Bing instead of Google Destroying your competitor’s ranking Trying to rank as low as possible Negative SEO
  100. 100. https://www.link-assistant.com/news/google-algorithm-updates.html?utm_source=email&utm_medium=broadcast&utm_campaign=google-updates-11042017
  101. 101. LIVErtising.netS 2017-18 44 https://www.searchenginejournal.com/google-algorithm-history/
  102. 102. LIVErtising.netS 2017-18 !45 SEO is a technical job! 4
  103. 103. LIVErtising.netS 2017-18 !46 Technique Content
  104. 104. LIVErtising.netS 2017-18 !46 Technique Content Technique Content
  105. 105. LIVErtising.netS 2017-18 !46 Technique Content Technique Content UX
  106. 106. LIVErtising.netS 2017-18 !46 Technique Content Technique Content UXSocial signals
  107. 107. The study of naturally occurring communication, behaviors and signals that bring the voice of people’s lives, opinions and searches to build your brandscape. Adapted from Stephen D. Rappaport, Listen First, Advertising Research Foundation The study of naturally occurring communication, behaviors and signals that bring the voice of people’s lives, opinions and searches to build your brandscape. Adapted from Stephen D. Rappaport, Listen First, Advertising Research Foundation
  108. 108. persona disguised demographic actual needs, expectations & objections profile of the intended customer
  109. 109. LIVErtising.netS 2017-18 !49 SEO’s goal is: driving visitors 5
  110. 110. LIVErtising.netS 2017-18 !49 SEO’s goal is: driving visitors 5
  111. 111. LIVErtising.net 50 Why is a CONVERSION focus needed more than a VISITOR focus? 10ù cr 1 &ààà VISITS 10% CR & 1000 visits 10% CR & 2000 visits 20% CR & 1000 visits 1000 visitors 2000 visitors 100 prospects 10 leads 1 sale
  112. 112. LIVErtising.net 50 Why is a CONVERSION focus needed more than a VISITOR focus? 10ù cr 1 &ààà VISITS 10% CR & 1000 visits 10% CR & 2000 visits 20% CR & 1000 visits 1000 visitors 2000 visitors 100 prospects 10 leads 1 sale
  113. 113. LIVErtising.net 50 Why is a CONVERSION focus needed more than a VISITOR focus? 10ù cr 1 &ààà VISITS 10% CR & 1000 visits 10% CR & 2000 visits 20% CR & 1000 visits 1000 visitors 2000 visitors 100 prospects 10 leads 1 sale
  114. 114. LIVErtising.net 50 Why is a CONVERSION focus needed more than a VISITOR focus? 10ù cr 1 &ààà VISITS 10% CR & 1000 visits 10% CR & 2000 visits 20% CR & 1000 visits 1000 visitors 2000 visitors 100 prospects 10 leads 1 sale x2
  115. 115. LIVErtising.net 50 Why is a CONVERSION focus needed more than a VISITOR focus? 10ù cr 1 &ààà VISITS 10% CR & 1000 visits 10% CR & 2000 visits 20% CR & 1000 visits 1000 visitors 2000 visitors 100 prospects 200 prospects 10 leads 1 sale x2
  116. 116. LIVErtising.net 50 Why is a CONVERSION focus needed more than a VISITOR focus? 10ù cr 1 &ààà VISITS 10% CR & 1000 visits 10% CR & 2000 visits 20% CR & 1000 visits 1000 visitors 2000 visitors 100 prospects 200 prospects 10 leads 20 leads 1 sale x2
  117. 117. LIVErtising.net 50 Why is a CONVERSION focus needed more than a VISITOR focus? 10ù cr 1 &ààà VISITS 10% CR & 1000 visits 10% CR & 2000 visits 20% CR & 1000 visits 1000 visitors 2000 visitors 100 prospects 200 prospects 10 leads 20 leads 1 sale 2 sales x2
  118. 118. LIVErtising.net 50 Why is a CONVERSION focus needed more than a VISITOR focus? 10ù cr 1 &ààà VISITS 10% CR & 1000 visits 10% CR & 2000 visits 20% CR & 1000 visits 1000 visitors 2000 visitors 100 prospects 200 prospects 10 leads 20 leads 1 sale 2 sales x2 x2
  119. 119. LIVErtising.net 50 Why is a CONVERSION focus needed more than a VISITOR focus? 10ù cr 1 &ààà VISITS 10% CR & 1000 visits 10% CR & 2000 visits 20% CR & 1000 visits 1000 visitors 2000 visitors 1000 visitors 100 prospects 200 prospects 200 prospects 10 leads 20 leads 40 leads 1 sale 2 sales 8 sales x2 x2
  120. 120. LIVErtising.net 50 Why is a CONVERSION focus needed more than a VISITOR focus? 10ù cr 1 &ààà VISITS 10% CR & 1000 visits 10% CR & 2000 visits 20% CR & 1000 visits 1000 visitors 2000 visitors 1000 visitors 100 prospects 200 prospects 200 prospects 10 leads 20 leads 40 leads 1 sale 2 sales 8 sales x2 x2 x2
  121. 121. LIVErtising.net 50 Why is a CONVERSION focus needed more than a VISITOR focus? 10ù cr 1 &ààà VISITS 10% CR & 1000 visits 10% CR & 2000 visits 20% CR & 1000 visits 1000 visitors 2000 visitors 1000 visitors 100 prospects 200 prospects 200 prospects 10 leads 20 leads 40 leads 1 sale 2 sales 8 sales x2 x8 x2 x2
  122. 122. LIVErtising.net 50 Why is a CONVERSION focus needed more than a VISITOR focus? 10ù cr 1 &ààà VISITS 10% CR & 1000 visits 10% CR & 2000 visits 20% CR & 1000 visits 1000 visitors 2000 visitors 1000 visitors 100 prospects 200 prospects 200 prospects 10 leads 20 leads 40 leads 1 sale 2 sales 8 sales x2 x8 Growth hacking x2 x2
  123. 123. A LANDING PAGE A HOMEPAGE
  124. 124. A LANDING PAGE A HOMEPAGE
  125. 125. A LANDING PAGE A HOMEPAGE A LEAD
  126. 126. A LANDING PAGE A HOMEPAGE A LEAD A VISITOR
  127. 127. A LANDING PAGE A HOMEPAGE A LEAD A VISITOR
  128. 128. LIVErtising.netS 2017-18 Search?
  129. 129. LIVErtising.netS 2017-18 www.stateofdigital.com/three-pillars-seo/ spiders the web identifies & follows hyperlinks identifies new content & changes analyses content analyses link graphs renders web pages interprets query intent & context retrieves relevant docs from index ranks documents
  130. 130. LIVErtising.netS 2017-18 www.stateofdigital.com/three-pillars-seo/ Crawler spiders the web identifies & follows hyperlinks identifies new content & changes analyses content analyses link graphs renders web pages interprets query intent & context retrieves relevant docs from index ranks documents
  131. 131. LIVErtising.netS 2017-18 www.stateofdigital.com/three-pillars-seo/ Crawler Indexer spiders the web identifies & follows hyperlinks identifies new content & changes analyses content analyses link graphs renders web pages interprets query intent & context retrieves relevant docs from index ranks documents
  132. 132. LIVErtising.netS 2017-18 www.stateofdigital.com/three-pillars-seo/ Query engine Crawler Indexer spiders the web identifies & follows hyperlinks identifies new content & changes analyses content analyses link graphs renders web pages interprets query intent & context retrieves relevant docs from index ranks documents
  133. 133. LIVErtising.netS 2017-18 www.stateofdigital.com/three-pillars-seo/ Query engine Crawler Indexer spiders the web identifies & follows hyperlinks identifies new content & changes analyses content analyses link graphs renders web pages interprets query intent & context retrieves relevant docs from index ranks documents Ranking
  134. 134. LIVErtising.netS 2017-18 www.stateofdigital.com/three-pillars-seo/ Query engine Crawler Indexer spiders the web identifies & follows hyperlinks identifies new content & changes analyses content analyses link graphs renders web pages interprets query intent & context retrieves relevant docs from index ranks documents Ranking Crawling
  135. 135. LIVErtising.netS 2017-18 www.stateofdigital.com/three-pillars-seo/ Query engine Crawler Indexer spiders the web identifies & follows hyperlinks identifies new content & changes analyses content analyses link graphs renders web pages interprets query intent & context retrieves relevant docs from index ranks documents Ranking Crawling Indexing
  136. 136. LIVErtising.net User view VS. bot view 54
  137. 137. LIVErtising.net User view VS. bot view 54
  138. 138. LIVErtising.netS 2017-18 http://www.browseo.net/ SEO https://support.google.com/webmasters/answer/6066468?hl=en Crawling
  139. 139. LIVErtising.netS 2017-18 SEO See how well a page follows the Google guidelines Crawling Indexing
  140. 140. LIVErtising.netIHECS2017-1857
  141. 141. LIVErtising.netS 2017-18 approaches / methods / methodologies / techniques
  142. 142. LIVErtising.netS 2017-18 approaches / methods / methodologies / techniques2
  143. 143. LIVErtising.netS 2017-18 59
  144. 144. LIVErtising.netS 2017-18 59 SEO
  145. 145. LIVErtising.netS 2017-18 59 SEON
  146. 146. LIVErtising.netS 2017-18 59 SEON FF
  147. 147. LIVErtising.netS 2017-18 59 SEON FF
  148. 148. LIVErtising.netS 2017-18 60 UXGF ON
  149. 149. LIVErtising.netS 2017-18 60 UXGF + robot.txt ON
  150. 150. LIVErtising.netS 2017-18 60 UXGF + robot.txt - flash ON
  151. 151. LIVErtising.netS 2017-18 GF UX ON
  152. 152. LIVErtising.netS 2017-18 1 GF UX ON
  153. 153. LIVErtising.netS 2017-18 1 2 GF UX ON
  154. 154. LIVErtising.netS 2017-18 1 2 3 GF UX ON
  155. 155. LIVErtising.netS 2017-18 1 2 4 3 GF UX ON
  156. 156. LIVErtising.netS 2017-18 1 2 4 5 3 GF UX ON
  157. 157. LIVErtising.netS 2017-18 62 SEO ON
  158. 158. LIVErtising.net 63 What are the 2 basic approaches to SEO? ON-site OFF-site 01 02 03 04 Links Trust Social Profile Blocking UX GF
  159. 159. LIVErtising.net 63 What are the 2 basic approaches to SEO? ON-site OFF-site 01 02 03 04 Links Trust Social Profile Blocking OFF-site UX GF
  160. 160. LIVErtising.net 63 What are the 2 basic approaches to SEO? ON-site OFF-site 01 02 03 04 Links Trust Social Profile Blocking OFF-site 03Links Trust Social UX GF
  161. 161. LIVErtising.netS 2017-18 64 Links Trust Social OFF-site OFF
  162. 162. LIVErtising.netS 2017-18 64 Links Trust Social OFF-site OFF
  163. 163. LIVErtising.netS 2017-18 65 OFF
  164. 164. LIVErtising.netS 2017-18 65 OFF
  165. 165. LIVErtising.netS 2017-18 65 OFF
  166. 166. LIVErtising.netS 2017-18 65 OFF
  167. 167. LIVErtising.netS 2017-18 65 OFF
  168. 168. LIVErtising.netS 2017-18 65 OFF
  169. 169. LIVErtising.netS 2017-18 66 OFF
  170. 170. LIVErtising.netS 2017-18 66 OFF
  171. 171. LIVErtising.netS 2017-18 66 OFF
  172. 172. LIVErtising.netS 2017-18 SEO in its context
  173. 173. LIVErtising.netS 2017-18 68 PLAN of ACTIONS Strategy Tactic 2 Tactic 1 Tactic 3 Tactic N K P I metrics OBJCy
  174. 174. LIVErtising.netS 2017-18 !69 1. 1st position on a keyword 2. online traffic increase
  175. 175. LIVErtising.netS 2017-18 !69 1. 1st position on a keyword 2. online traffic increase
  176. 176. LIVErtising.netS 2017-18 !69 1. 1st position on a keyword 2. online traffic increase
  177. 177. LIVErtising.netS 2017-18 !69 1. 1st position on a keyword 2. online traffic increase 1. increase in sales 2. decrease in acquisition costs 3. increase in shop visits 4. branding 5. ROI on- & offline
  178. 178. LIVErtising.netS 2017-18 !69 1. 1st position on a keyword 2. online traffic increase 1. increase in sales 2. decrease in acquisition costs 3. increase in shop visits 4. branding 5. ROI on- & offline
  179. 179. LIVErtising.netS 2017-18 !69 1. 1st position on a keyword 2. online traffic increase 1. increase in sales 2. decrease in acquisition costs 3. increase in shop visits 4. branding 5. ROI on- & offline SEE THINK DO CARE
  180. 180. LIVErtising.netS 2017-18 !69 1. 1st position on a keyword 2. online traffic increase 1. increase in sales 2. decrease in acquisition costs 3. increase in shop visits 4. branding 5. ROI on- & offline SEE THINK DO CARE
  181. 181. LIVErtising.netS 2017-18 SEE THINK DO
  182. 182. LIVErtising.netS 2017-18 SEE THINK DO
  183. 183. LIVErtising.netS 2017-18 SEE THINK DO Your largest addressable audience: = People who wear clothes (use shoes / phones…)
  184. 184. LIVErtising.netS 2017-18 SEE THINK DO Your (…) audience with a commercial intent: = People (…) and are thinking they need some Your largest addressable audience: = People who wear clothes (use shoes / phones…)
  185. 185. LIVErtising.netS 2017-18 SEE THINK DO Your (…) audience with a commercial intent: = People (…) and are thinking they need some Your (…) audience with a specific (…) intent: = People (…) and are looking to buy some now Your largest addressable audience: = People who wear clothes (use shoes / phones…)
  186. 186. LIVErtising.netS 2017-18 SEE THINK DO Your (…) audience with a commercial intent: = People (…) and are thinking they need some Your (…) audience with a specific (…) intent: = People (…) and are looking to buy some now Your largest addressable audience: = People who wear clothes (use shoes / phones…)
  187. 187. LIVErtising.netS 2017-18 SEE THINK DO Your (…) audience with a commercial intent: = People (…) and are thinking they need some Your (…) audience with a specific (…) intent: = People (…) and are looking to buy some now Your largest addressable audience: = People who wear clothes (use shoes / phones…)
  188. 188. LIVErtising.netS 2017-18 SEE THINK DO Your (…) audience with a commercial intent: = People (…) and are thinking they need some Your (…) audience with a specific (…) intent: = People (…) and are looking to buy some now CARE Your customers you want to turn into advocates: = People who have bought your shoes twice Your largest addressable audience: = People who wear clothes (use shoes / phones…)
  189. 189. LIVErtising.netS 2017-18 Let’s recap!
  190. 190. LIVErtising.netS 2017-18 !72 Technique Content t
  191. 191. LIVErtising.netS 2017-18 !72 Technique Content t
  192. 192. LIVErtising.netS 2017-18 !72 Technique Content Content Technique = GF UX Social signals
  193. 193. LIVErtising.netS 2017-18 the SEO process
  194. 194. LIVErtising.netS 2017-18 the SEO process
  195. 195. LIVErtising.netS 2017-18 techn. optim. the SEO process
  196. 196. LIVErtising.netS 2017-18 techn. optim. content development the SEO process
  197. 197. LIVErtising.netS 2017-18 techn. optim. content development link camp. the SEO process
  198. 198. LIVErtising.netS 2017-18 techn. optim. content development link camp. the SEO process GF UX
  199. 199. LIVErtising.netS 2017-18 keyword analysis techn. optim. content development link camp. the SEO process GF UX
  200. 200. The study of naturally occurring communication, behaviors and signals that bring the voice of people’s lives, opinions and searches to build your brandscape. Adapted from Stephen D. Rappaport, Listen First, Advertising Research Foundation The study of naturally occurring communication, behaviors and signals that bring the voice of people’s lives, opinions and searches to build your brandscape. Adapted from Stephen D. Rappaport, Listen First, Advertising Research Foundation
  201. 201. persona disguised demographic actual needs, expectations & objections profile of the intended customer
  202. 202. LIVErtising.net 76 The building blocks of any activity P E M
  203. 203. LIVErtising.netS 2017-18 77
  204. 204. LIVErtising.netS 2017-18
  205. 205. LIVErtising.netS 2017-18
  206. 206. LIVErtising.netS 2017-18 1.21 “ 1
  207. 207. LIVErtising.netS 2017-18 1.21 “ 1 Page load speed
  208. 208. LIVErtising.netS 2017-18 80 SEO https://developers.google.com/speed/
  209. 209. LIVErtising.netS 2017-18 80 SEO https://developers.google.com/speed/
  210. 210. LIVErtising.netS 2017-18 81
  211. 211. LIVErtising.netS 2017-18 81
  212. 212. LIVErtising.netS 2017-18 81
  213. 213. LIVErtising.netS 2017-18 82
  214. 214. LIVErtising.netS 2017-18 82
  215. 215. LIVErtising.netS 2017-18 83
  216. 216. LIVErtising.netS 2017-18 84 SEO
  217. 217. LIVErtising.net Mobile page load speed VS Conversion 85 0 0,5 1 1,5 2 2.4 2.7 3 3.3 3.6 4.2 4.8 5.7 https://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/ Seconds % Load time CR
  218. 218. LIVErtising.net Mobile page load speed VS Conversion 85 0 0,5 1 1,5 2 2.4 2.7 3 3.3 3.6 4.2 4.8 5.7 Mobile pages that are 1 second faster experience up to 27% increase in conversion rate https://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/ Seconds % Load time CR
  219. 219. LIVErtising.netS 2017-18 2
  220. 220. LIVErtising.netS 2017-18 2 Keywords
  221. 221. LIVErtising.net IHECS 2016-17 87 http://www.forbes.com/sites/joshsteimle/2014/12/23/the-long-tail-and-why-your-seo-keyword-strategy-is-wrong/#59ff746e5b83 HIGH VOLUME High competition # searches # keywords in the query Low VOLUME Low competition Hard to rank Hard to convert Easy to rank Easy to convert
  222. 222. LIVErtising.net IHECS 2016-17 87 http://www.forbes.com/sites/joshsteimle/2014/12/23/the-long-tail-and-why-your-seo-keyword-strategy-is-wrong/#59ff746e5b83 HIGH VOLUME High competition # searches # keywords in the query Low VOLUME Low competition Hard to rank Hard to convert Easy to rank Easy to convert
  223. 223. LIVErtising.net IHECS 2016-17 87 http://www.forbes.com/sites/joshsteimle/2014/12/23/the-long-tail-and-why-your-seo-keyword-strategy-is-wrong/#59ff746e5b83 HIGH VOLUME High competition # searches # keywords in the query Low VOLUME Low competition Hard to rank Hard to convert Easy to rank Easy to convert
  224. 224. LIVErtising.net IHECS 2016-17 87 http://www.forbes.com/sites/joshsteimle/2014/12/23/the-long-tail-and-why-your-seo-keyword-strategy-is-wrong/#59ff746e5b83 HIGH VOLUME High competition # searches # keywords in the query Low VOLUME Low competition Hard to rank Hard to convert Easy to rank Easy to convert
  225. 225. LIVErtising.net IHECS 2016-17 87 http://www.forbes.com/sites/joshsteimle/2014/12/23/the-long-tail-and-why-your-seo-keyword-strategy-is-wrong/#59ff746e5b83 HIGH VOLUME High competition # searches # keywords in the query Head keywords Low VOLUME Low competition Hard to rank Hard to convert Easy to rank Easy to convert
  226. 226. LIVErtising.net IHECS 2016-17 87 http://www.forbes.com/sites/joshsteimle/2014/12/23/the-long-tail-and-why-your-seo-keyword-strategy-is-wrong/#59ff746e5b83 HIGH VOLUME High competition # searches # keywords in the query Long Tail keywords Head keywords Low VOLUME Low competition Hard to rank Hard to convert Easy to rank Easy to convert
  227. 227. LIVErtising.net IHECS 2016-17 87 http://www.forbes.com/sites/joshsteimle/2014/12/23/the-long-tail-and-why-your-seo-keyword-strategy-is-wrong/#59ff746e5b83 HIGH VOLUME High competition SEE # searches # keywords in the query Long Tail keywords Head keywords Low VOLUME Low competition Hard to rank Hard to convert Easy to rank Easy to convert
  228. 228. LIVErtising.net IHECS 2016-17 87 http://www.forbes.com/sites/joshsteimle/2014/12/23/the-long-tail-and-why-your-seo-keyword-strategy-is-wrong/#59ff746e5b83 HIGH VOLUME High competition SEE THINK # searches # keywords in the query Long Tail keywords Head keywords Low VOLUME Low competition Hard to rank Hard to convert Easy to rank Easy to convert
  229. 229. LIVErtising.net IHECS 2016-17 87 http://www.forbes.com/sites/joshsteimle/2014/12/23/the-long-tail-and-why-your-seo-keyword-strategy-is-wrong/#59ff746e5b83 HIGH VOLUME High competition SEE THINK DO # searches # keywords in the query Long Tail keywords Head keywords Low VOLUME Low competition Hard to rank Hard to convert Easy to rank Easy to convert
  230. 230. LIVErtising.net IHECS 2016-17 87 http://www.forbes.com/sites/joshsteimle/2014/12/23/the-long-tail-and-why-your-seo-keyword-strategy-is-wrong/#59ff746e5b83 HIGH VOLUME High competition SEE THINK DO # searches # keywords in the query Long Tail keywords Head keywords Volume Competition Low VOLUME Low competition Hard to rank Hard to convert Easy to rank Easy to convert
  231. 231. LIVErtising.net IHECS 2016-17 87 http://www.forbes.com/sites/joshsteimle/2014/12/23/the-long-tail-and-why-your-seo-keyword-strategy-is-wrong/#59ff746e5b83 HIGH VOLUME High competition SEE THINK DO # searches # keywords in the query Long Tail keywords Head keywords Volume Competition Ranking Conversion Low VOLUME Low competition Hard to rank Hard to convert Easy to rank Easy to convert
  232. 232. LIVErtising.net IHECS 2016-17 87 http://www.forbes.com/sites/joshsteimle/2014/12/23/the-long-tail-and-why-your-seo-keyword-strategy-is-wrong/#59ff746e5b83 HIGH VOLUME High competition SEE THINK DO # searches # keywords in the query Long Tail keywords Head keywords Volume Competition Ranking Conversion Low VOLUME Low competition Hard to rank Hard to convert Easy to rank Easy to convert
  233. 233. LIVErtising.net IHECS 2016-17 87 http://www.forbes.com/sites/joshsteimle/2014/12/23/the-long-tail-and-why-your-seo-keyword-strategy-is-wrong/#59ff746e5b83 HIGH VOLUME High competition SEE THINK DO # searches # keywords in the query Long Tail keywords Head keywords Volume Competition Ranking Conversion Low VOLUME Low competition Hard to rank Hard to convert Easy to rank Easy to convert
  234. 234. LIVErtising.net IHECS 2016-17 87 http://www.forbes.com/sites/joshsteimle/2014/12/23/the-long-tail-and-why-your-seo-keyword-strategy-is-wrong/#59ff746e5b83 HIGH VOLUME High competition SEE THINK DO # searches # keywords in the query Long Tail keywords Head keywords Volume Competition Ranking Conversion Low VOLUME Low competition Hard to rank Hard to convert Easy to rank Easy to convert
  235. 235. LIVErtising.net IHECS 2016-17 87 http://www.forbes.com/sites/joshsteimle/2014/12/23/the-long-tail-and-why-your-seo-keyword-strategy-is-wrong/#59ff746e5b83 HIGH VOLUME High competition SEE THINK DO # searches # keywords in the query Long Tail keywords Head keywords Volume Competition Ranking Conversion Low VOLUME Low competition Hard to rank Hard to convert Easy to rank Easy to convert
  236. 236. LIVErtising.netS 2017-18 88 SHORT TAIL: “Tablet” LONG TAIL: “10.5-inch iPad Pro White 256Gb Brussels” Search Volume Competition Focus Cost Converstion Rate
  237. 237. LIVErtising.netS 2017-18 88 SHORT TAIL: “Tablet” LONG TAIL: “10.5-inch iPad Pro White 256Gb Brussels” Search Volume Competition Focus Cost Converstion Rate
  238. 238. LIVErtising.netS 2017-18 88 SHORT TAIL: “Tablet” LONG TAIL: “10.5-inch iPad Pro White 256Gb Brussels” Search Volume Competition Focus Cost Converstion Rate
  239. 239. LIVErtising.netS 2017-18 88 SHORT TAIL: “Tablet” LONG TAIL: “10.5-inch iPad Pro White 256Gb Brussels” Search Volume Competition Focus Cost Converstion Rate
  240. 240. LIVErtising.netS 2017-18 88 SHORT TAIL: “Tablet” LONG TAIL: “10.5-inch iPad Pro White 256Gb Brussels” Search Volume Competition Focus Cost Converstion Rate
  241. 241. LIVErtising.netS 2017-18 88 SHORT TAIL: “Tablet” LONG TAIL: “10.5-inch iPad Pro White 256Gb Brussels” Search Volume Competition Focus Cost Converstion Rate
  242. 242. LIVErtising.net How do you carry out keyword research? 89
  243. 243. LIVErtising.net How do you carry out keyword research? 89 A A O P
  244. 244. LIVErtising.net How do you carry out keyword research? 89 Objectives A A O P
  245. 245. LIVErtising.net How do you carry out keyword research? 89 Analytics Objectives A A O P
  246. 246. LIVErtising.net How do you carry out keyword research? 89 Analytics Alternatives Objectives A A O P
  247. 247. LIVErtising.net How do you carry out keyword research? 89 Personas Analytics Alternatives Objectives A A O P
  248. 248. LIVErtising.net How do you carry out keyword research? 89 Personas Analytics Alternatives Objectives A A O P See Think Do Care
  249. 249. LIVErtising.net How do you carry out keyword research? 89 Personas Analytics Alternatives Objectives A A O P See Think Do Care Bounce Rate
  250. 250. LIVErtising.net How do you carry out keyword research? 89 Personas Analytics Alternatives Objectives A A O P See Think Do Care Bounce Rate Research- based; non Demographics
  251. 251. LIVErtising.netS 2017-18 90 ASEO A
  252. 252. LIVErtising.netS 2017-18 90 ASEO A
  253. 253. LIVErtising.netS 2017-18 90 ASEO A
  254. 254. LIVErtising.netS 2017-18 90 ASEO A
  255. 255. LIVErtising.netS 2017-18 91 SEO
  256. 256. LIVErtising.netS 2017-18 91 SEO
  257. 257. LIVErtising.netS 2017-18 92 SEO
  258. 258. LIVErtising.netS 2017-18 92 SEO
  259. 259. LIVErtising.netS 2017-18 92 SEO
  260. 260. LIVErtising.netS 2017-18 92 SEO
  261. 261. LIVErtising.netS 2017-18 3
  262. 262. LIVErtising.netS 2017-18 3
  263. 263. LIVErtising.netS 2017-18 3
  264. 264. LIVErtising.netS 2017-18 3 Local Seo
  265. 265. LIVErtising.netS 2017-18
  266. 266. LIVErtising.netS 2017-18
  267. 267. LIVErtising.netS 2017-18 96 SEO
  268. 268. LIVErtising.netS 2017-18 96 SEO
  269. 269. LIVErtising.netS 2017-18 SEO
  270. 270. LIVErtising.netS 2017-18 NAP SEO
  271. 271. LIVErtising.netS 2017-18 NAP SEO Rue de l’Etuve, 58-60
  272. 272. LIVErtising.netS 2017-18 NAP SEO Rue de l’Etuve, 58-60 Rue de l’Etuve, 58
  273. 273. LIVErtising.netS 2017-18 NAP SEO Rue de l’Etuve, 58-60 Rue de l’Etuve, 58 60 Rue de l’Etuve
  274. 274. LIVErtising.netS 2017-18 98 NAP
  275. 275. LIVErtising.netS 2017-18 98 NAP Gallilée
  276. 276. LIVErtising.netS 2017-18 98 NAP Gallilée Gallillée
  277. 277. LIVErtising.netS 2017-18 98 NAP Gallilée Gallillée
  278. 278. LIVErtising.netS 2017-18 98 NAP Gallilée Gallillée des communications sociales
  279. 279. LIVErtising.netS 2017-18 98 NAP Gallilée Gallillée de communication sociale des communications sociales
  280. 280. LIVErtising.netS 2017-18 98 NAP Gallilée Gallillée de communication sociale des communications sociales
  281. 281. LIVErtising.net 99 What is my LOCAL SEO to-do list? Get your basic SEO in good shape • Long Tail geo-specific keywords • Unique local page for each store • NAP Claim your local profiles • Search engines • Directories • Check them • Optimize them Encourage reviews & ratings • Validates your business • boosts ranking • boosts CTR • boosts conversion Your customers like visual • SE & socmed like them too • product demos • store front, staff • ALT-tags Update your profiles IRT • specials & news • across ALL platforms • NAP
  282. 282. LIVErtising.net 99 What is my LOCAL SEO to-do list? Get your basic SEO in good shape • Long Tail geo-specific keywords • Unique local page for each store • NAP Claim your local profiles • Search engines • Directories • Check them • Optimize them Encourage reviews & ratings • Validates your business • boosts ranking • boosts CTR • boosts conversion Your customers like visual • SE & socmed like them too • product demos • store front, staff • ALT-tags Update your profiles IRT • specials & news • across ALL platforms • NAP 1
  283. 283. LIVErtising.net 99 What is my LOCAL SEO to-do list? Get your basic SEO in good shape • Long Tail geo-specific keywords • Unique local page for each store • NAP Claim your local profiles • Search engines • Directories • Check them • Optimize them Encourage reviews & ratings • Validates your business • boosts ranking • boosts CTR • boosts conversion Your customers like visual • SE & socmed like them too • product demos • store front, staff • ALT-tags Update your profiles IRT • specials & news • across ALL platforms • NAP 1 2
  284. 284. LIVErtising.net 99 What is my LOCAL SEO to-do list? Get your basic SEO in good shape • Long Tail geo-specific keywords • Unique local page for each store • NAP Claim your local profiles • Search engines • Directories • Check them • Optimize them Encourage reviews & ratings • Validates your business • boosts ranking • boosts CTR • boosts conversion Your customers like visual • SE & socmed like them too • product demos • store front, staff • ALT-tags Update your profiles IRT • specials & news • across ALL platforms • NAP 1 2 3
  285. 285. LIVErtising.net 99 What is my LOCAL SEO to-do list? Get your basic SEO in good shape • Long Tail geo-specific keywords • Unique local page for each store • NAP Claim your local profiles • Search engines • Directories • Check them • Optimize them Encourage reviews & ratings • Validates your business • boosts ranking • boosts CTR • boosts conversion Your customers like visual • SE & socmed like them too • product demos • store front, staff • ALT-tags Update your profiles IRT • specials & news • across ALL platforms • NAP 1 2 3 4
  286. 286. LIVErtising.net 99 What is my LOCAL SEO to-do list? Get your basic SEO in good shape • Long Tail geo-specific keywords • Unique local page for each store • NAP Claim your local profiles • Search engines • Directories • Check them • Optimize them Encourage reviews & ratings • Validates your business • boosts ranking • boosts CTR • boosts conversion Your customers like visual • SE & socmed like them too • product demos • store front, staff • ALT-tags Update your profiles IRT • specials & news • across ALL platforms • NAP 1 2 3 4 5
  287. 287. LIVErtising.netS 2017-18 100 http://localseochecklist.org/ SEO
  288. 288. LIVErtising.netS 2017-18 4
  289. 289. LIVErtising.netS 2017-18 102

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