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This presentation shows the basic principles of search engine optimization (SEO) and search engine advertising (SEA).
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Search Engine Optimization & Advertising
Tim Kaufmann <[email protected]>
Websites and web apps since 1996
Can‘t be found?Got a problem!
1. About your website
Even great SEO/SEA won‘t help if your website doesn‘t convert.
Answer the most important question: „Why should I be buying here?“
Call to Action!
Measure visits, conversions and conversion rates - at least.
2. About SEO and SEA as a job
What does a great SEO/SEA need?
Fun and FreedomKnowledge has a pretty short half-life.
Creativityto find new solutions.
Desire to experimentSEO/SEA is trial and error, too.
EnduranceMeasures take their time and never end.
BravenessSetbacks are a part of life.
Scepticism„Shortcuts“ are without effect - at best.
3. About the Search Engine Ranking Pages
The Search Engine Ranking Page
Search Engine Optimization:Organic Listings
Search Engine AdvertisingPaid Listings („AdWords“)
4. About Keywords
Step 1: Keyword analysis
CollectKeywords
Keyword ideas: What‘s the name of your product?
Keyword ideas: Which problems does your product solve?
Keyword ideas: How do customers call your product?
Keyword ideas: Use Google Keyword Tool
•Number of searches•Competition•Relevance
Every keyword‘s value depends on three parameters.
Relevance means: How many potential customers are in there?
5. About Optimization on page and off page
On page Optimization
1. Place Keywords on your pages
On page Optimization
1. Place Keywords on your pages2. Speed up page loading time
On page Optimization
1. Place Keywords on your pages2. Speed up page loading time3. Check results with Google
Webmaster Tools
On page Optimization
Build links! aka off page optimization
Some great link sources(and some not that great)
• Facebook Likes & Shares
Some great link sources(and some not that great)
• Facebook Likes & Shares• Tweets
Some great link sources(and some not that great)
• Facebook Likes & Shares• Tweets• Google places
Some great link sources(and some not that great)
• Facebook Likes & Shares• Tweets• Google places• Social bookmarks
Some great link sources(and some not that great)
• Facebook Likes & Shares• Tweets• Google places• Social bookmarks• Web catalogues
Some great link sources(and some not that great)
• Facebook Likes & Shares• Tweets• Google places• Social bookmarks• Web catalogues • Forums
Some great link sources(and some not that great)
• Facebook Likes & Shares• Tweets• Google places• Social bookmarks• Web catalogues • Forums• Blogs
Some great link sources(and some not that great)
• Facebook Likes & Shares• Tweets• Google places• Social bookmarks• Web catalogues • Forums• Blogs• Youtube
Some great link sources(and some not that great)
Avoid bad neighborhood.Also, don‘t rent or buy links.
6. About Search Engine Advertising
SEA is a chance to jump-start your rankings.
SEA is a chance to jump-start your rankings.
130 characters only: AdWords are as short as a text message.
130 characters only: AdWords are as short as a text message.
Only clicks cost money, impressions don‘t.
•Cost per click is based on bids and quality factor (CPC)
Only clicks cost money, impressions don‘t.
•Cost per click is based on bids and quality factor (CPC)
•Success: Conversion rate (CR)
Only clicks cost money, impressions don‘t.
•Cost per click is based on bids and quality factor (CPC)
•Success: Conversion rate (CR)
•Return on invest:Cost per conversion
Only clicks cost money, impressions don‘t.
AdWords are displayed on Google‘s SERP and on partner websites.
AdWords are displayed on Google‘s SERP and on partner websites.
AdWords are displayed on Google‘s SERP and on partner websites.
AdWords can be targeted to PCs, Tablets and/or Smartphones.
AdWords can be scheduled by date and even by hour.
AdWords can be targetedto regions and languages.
7. Conclusion
Create great content and let the world know about it.
Use SEO and SEA to maximize your display area within the SERP.
SEO and SEA are jobs,not projects.
These slides and more atwww.slideshare.net/timkaufmann
Tim Kaufmann <[email protected]>
Websites and Webapps since 1996
