Search Engine Optimization
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1 Search Engine Optimization Workshop Yes!Delft Willem Blom Expand Online October 2013 Expand Online
2 Introduction: Willem Expand Online 2
3 Introduction: Expand Online Specialist in Search Engine Marketing and Social Media Founded in 2008, currently team of 30 Online Marketers Google Certified Partner, selected member of Google European Agency Programma Facebook and LinkedIn advertising partner FD Gouden Gazelle, Deloitte Technology Fast50 3
4 Online Marketing Quiz Expand Online 4
5 Agenda Introduction SEO SEO technique Content Management Off-site Optimization Case: Increase your traffic and conversions Q&A Expand Online 5
6 Google in 1998 Expand Online 6
7 Google today Expand Online 7
8 ecommerce within Google Expand Online 8
9 Some facts of Google today search queries per second 2.4 mln per minute 114 mln per hour 3.4 billion per day 105 billion per month Revenue 2012: $ 50miljard Expand Online 9
10 Google Local Rotterdam vs Amsterdam Expand Online 10
11 SERP of the future Expand Online 11
12 How about Google worldwide? Expand Online 12
13 The importance of top-seo position Expand Online 13
14 3 building blocks of SEO Uw positie in Wat ziet Google op uw site? Waar zoeken gebruikers naar? Expand Online 14
15 SEO timephrame Technical Analysis Implementation Ongoing monitoring 3 Off-site 1 Technique 2 Content Off-site analysis Linkbuilding - Directories - Blogs - Linkbait - Social - Etc. etc. Keyword research Content optimisation Monitoring & improvements Expand Online 15
16 Agenda Introduction SEO SEO technique Content Management Off-site Optimization Case: Increase your traffic and conversions Q&A Expand Online 16
17 Technical SEO a) Indexation: Can Google find all of your pages? b) Access: Can Google read the content of your website correctly? c) Duplicate content: Are technical issues hindering the correct number of indexed pages? Expand Online 17
18 Duplicate content issues? Expand Online 18
19 Expand Online 19
20 Which technology do you use? Expand Online 20
21 Time to load your website Expand Online 21
22 Google Webmaster Tools Expand Online 22
23 How to rank higher in local search results, such as Google.de or Google.fr? 1. Top-level Domain Name 2. I.P. Address of Web Server 3. Language in domain name & file names 4. Language in text 5. Language used by third-party linking partners Expand Online 23
24 AdWords for short-term results Expand Online 24
25 Agenda Introduction SEO SEO technique Content Management Off-site Optimization Case: Increase your traffic and conversions Q&A Expand Online 25
26 SEO content copywriting Target high-quality, low competition keywords o Use Google s keyword planner Write content about relevant keywords that answers prospects questions Integrate related keywords, synonyms and variations Expand Online 26
27 Which keywords to select? Expand Online 27
28 Expand Online 28
29 Expand Online 29
30 On-page positions Page title Meta Description URL Headings Expand Online 30
31 Body text Anchor text Alt tags Expand Online 31
32 How well are your LPs written? Expand Online 32
33 How well are your LPs written? Expand Online 33
34 How well are your LPs written? Expand Online 34
35 SEORCH: On-page analysis tool Expand Online 35
36 Agenda Introduction SEO SEO technique Content Management Off-site Optimization Case: Increase your traffic and conversions Q&A Expand Online 36
37 SEO is (still) about building links Source: MOZ survey of 120 leading Search Engine Marketeers Expand Online 37
38 Which links do you currently have? Expand Online 38
39 Expand Online 39
40 Selection indicators for quality backlinks Domain & Page Authority of the referral website Number of links on referral page TrustRank, including domain age, content quality, traffic, freshness of content Content relatedness on referral page Position of the link on the referral page Anchor text of your link on referral page Expand Online 40
41 Source: SEO.com Expand Online 41
42 Getting those big fish Fresh, relevant, catchy Newsworthy content That people want to link, publish & spread Types of content Top-10 lists Infographics How-to guides Video Types of linkpartners Guestblogs Review sites Newssites Friends & partner sites Expand Online 42
43 Let The Brains Storm Expand Online 43
44 Expand Online 44
45 Examples of platforms Expand Online 45
46 Agenda Introduction SEO SEO technique Content Management Off-site Optimization Case: Increase your traffic and conversions Q&A Expand Online 46
47 Conversion optimization is the new SEO Expand Online 47
48 B2B online leadgeneration Who? Target audience Multiple decision makers Longer buying cycle Individual prospects with specific problems Long-term relationships What? Lot of product content and expertise E.g. Technical sheet & Product sheet Expertise-driven Certificates, production process, Explanation of USPs How? Corporate reliability Structure, news, strategy, management, etc. Recommendations Client list, references, testimonials and cases Prominent phone number and web forms Expand Online 48
49 Measuring goals Expand Online 49
50 Conversion hurdles Expand Online 50
51 Expand Online 51
52 Expand Online 52
53 Your website ROI Q: What are your conversion hurdles? How would you optimize your website? Expand Online 53
54 Agenda Introduction SEO SEO technique Content Management Off-site Optimization Case: Increase your traffic and conversions Q&A Expand Online 54
55 Contact Willem Blom - Expand Online Follow us! Weena CH Online Tel: +31 (0) willem@expandonline.nl /company/expandonline /ExpandOnline /ExpandOnline Expand Online 55
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