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Exploring the 4th quadrants of SEO: technical platform,SEO expertise, content writing and online references. How high is the importance of each quadrant?
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The 4 QsSearch Engine Optimization
By Rikke Blix HagemannJan 2014
OS
E
2
How to get Organic Visibility in Google
Technical Platform
Content Strategy
Online Ref-er-
ences
SEO Exper-
tise
The 4 Quadrants
Expert SEO
Knowledge
Business Knowledg
e
3
Q1 – Technical Platform
Importance: Showstopper
• CMS - Implement SEO friendly Content Management System
• Load speed - Optimize the load speed of the web pages
• Domain settings - Needs to be in place
• URL structure - Short path from domain to product ID
• Redirects - All traffic must be redirected correctly
Q1
4
Q2 – Content Writing
Importance: High
Content Strategy - What content in what media
Content Mix - Decide on the right content mix: text, video, images, maps
Content Quality - Speak to the user and target your writing to engage with the audience
Content Writing - Incorporate the right keywords in your content and be productive because the size of your website matters
Q2
5
Q3 – Online References
Importance: High
Links are considered as references and recommendations from other people
When your website is linking to other high quality websites you become more trustworthy
When other websites are linking to yours, this is considered as recommendations and your web site has higher value in the eyes of Google.
Q3
Social Media Links to/from social media
Websites Links to/from
other websites
PROUD LINKING!
6
Q4 – SEO Expertise
Importance: HighOn-page optimization performed by the SEO team
Meta data: Write descriptions for video & images and add as meta data, so Google can index all content
Organize themes (silo structure or tree structure) Manage redirects Set up internal linking SEO copywriting
Other elements to consider:• Age - How long has the domain been active with high quality content• Size of the website – volume is important, esp. number of pages &
how much text on each page
Q4
7
How to Connect with Your ClientsIdentifying the Right Keywords
Connecting the Clients to You = Leads/Sales
Category: Running ShoesKeywords:
running shoes barefoot running shoes best running shoes for men best running shoes for women cross training shoes track shoes trail running shoes otherPotential clients
are looking forYou want to sell
COMPANY
9
Track the Important KPIs for Your Business
The KPIs of Online Marketing in Google
VisibilityPotential visitors
VisitsPeople who visit
your website
Sales or Leads
Visitors buying your products or becoming
a lead
Cost Per Acquisition
Traffic x *CPC x CR = CPA
Click Through Rate
Conversion Rate
*Cost Per Click
InsideIndustry
We measure your visibility as well as the top 100 competitors in
your market space
KPIShare of Search
11
Discover Your Visibility
InsideIndustry – Competitive intelligence for your industry
12
InsideIndustry Provides You With…
A visibility trend over time for the Top 5 domains in a given category, industry and market
A holistic market analysis for search market performance
Competitive analysis of your competitors’ search marketing strategy
Insights about who of your competitors is growing in visibility and who is losing it
Overview of the newcomers in your territory
HOOSH Technology SAViale Cassarate 6 6900 LuganoSwitzerlandwww.hoosh.com
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