cometis AG SEO Search Engine Optimization Wiesbaden, May 2012 Seite 1 von cometis AG

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1 cometis AG SEO Search Engine Optimization Wiesbaden, May 2012 Seite 1 von 19

2 Agenda Steps of Search Engine Optimization 1. Analysis of the company 2. Key word analysis 3. On-Site optimization 4. Off-Site optimization 5. Monitoring Seite 2 von 19

3 Agenda Steps of Search Engine Optimization 1. Analysis of the company 2. Key word analysis 3. On-Site optimization 4. Off-Site optimization 5. Monitoring Seite 3 von 19

4 1. Analysis of the company What does the company do? Target group analysis How does the target group look for the products / services / contents? Seite 4 von 19

5 Agenda Steps of Search Engine Optimization 1. Analysis of the company 2. Key word analysis 3. On-Site optimization 4. Off-Site optimization 5. Monitoring Seite 5 von 19

6 2. Keyword analysis Through the analysis the company s main key words are chosen, which are visible for the user in titles, web content and are constantly repeated The main key words are closely analysed in terms of search frequency and competition The chosen main key words build the basis for the analysis of the long tail key words Long tail key words usually have little competition Seite 6 von 19

7 2. Keyword analysis Example of a key word analysis on the basis of cometis AG: Excerpt of main key words Finanzkommunikation Unternehmenskommunikation Investor Relations IPO PR IR Examples of long tail key words Finanzkommunikation Beratung Finanzkommunikation Agentur Unternehmenskommunikation Agentur Unternehmenskommunikation Beratung Investor Relations Agentur Investor Relations Beratung IPO Beratung IPO Kommunikation PR Agentur PR Agentur Finanzdienstleistungen IR Beratung IR Agentur Long tail key words are used to specify the search demand and thus follow the natural search behaviour of users Seite 7 von 19

8 Agenda Steps of Search Engine Optimization 1. Analysis of the company 2. Key word analysis 3. On-Site optimization 4. Off-Site optimization 5. Monitoring Seite 8 von 19

9 3. On-site optimization On-site optimization firstly means the revision of titles, secondly of texts, headlines (h1 tags), meta key words, descriptions, ALT tags, etc. Example on the basis of the website of cometis AG: Factors of on-site optimization Title tag: Page title with content-related key words Meta key words: Insert all key words used on the site ALT tags: If there are pictures, insert suitable key words (1-2) as picture description H1 tags: Headline first hierarchy (with key word) H2 tags: Headline second hierarchy (with key word) Description: Description of website, which is shown in google (including key word) Speaking URL: shown URL, of possible place key words here Text: Page content, scatter 2-3 key words or more if the text is longer Excerpt from on-site optimization of cometis homepage Title tag: cometis - Finanzkommunikation - Investor Relations - Unternehmenskommunikation Meta key words: Finanzkommunikation, Investor Relations Agentur, Unternehmenskommunikation, ALT tags: cometis AG Finanzkommunikation Investor H1 tags: Finanzkommunikation H2 tags: Description: cometis AG Beratung und Agentur für Finanzkommunikation Investor Relations Speaking URL: Text: Seite 9 von 19

10 3. On-site optimization Implementation of on-site optimization in HTML, Example: Homepage of cometis website Line 18: Meta key words, include key words relevant to the topic, which support search engine robots with their crawl process Line 20: Meta description, short description/summary of page content, is visible in google search results Line 22: Page title, inlcudes key words Finanzkommunikation, Investor Relations and Unternehmenskommunikation; is visible in the google search results The website view for search enginge robots strongly differs from the view for website visitors Seite 10 von 19

11 3. On-site optimization Google search engine results for investor relations agentur : Seite 11 von 19

12 Agenda Steps of Search Engine Optimization 1. Analysis of the company 2. Key word analysis 3. On-Site optimization 4. Off-Site optimization 5. Monitoring Seite 12 von 19

13 4. Off-site optimization Off-site optimization basically means creating backlinks. For this we use a comprehensive database of more than 2000 entries which have been manually collected and compiled by us When generating backlinks it is important to consider the quality as well as quantity of the links in order to avoid negative impacts such as link spamming Aim: Steady growth of backlinks. This growth should appear natural. Seite 13 von 19

14 4. Off-site optimization: Google Plus Links to sharing portals and social media channels have an indirect impact on the google ranking of the cometis website (e.g. there is a strong link between google plus and the google search engine, results from google searches sometimes even show an associated google plus profile) Further social media channels used: Twitter, Flickr, Youtube Aim: Enhanced presence in social media channels to achieve a sustainable improvement of google search ranking Seite 14 von 19

15 4. Off-site optimization: Slideshare By publishing articles or other materials on sharing portals like slideshare.net or issuu.com further traffic to the cometis website is created Hyperlinks inlcuded in the uploaded documents are also clickable on slideshare The uploaded materials can contain key words and descriptions, improving their own google search ranking Aim: Enhanced presence in social media channels to achieve a sustainable improvement of google search ranking Seite 15 von 19

16 Agenda Steps of Search Engine Optimization 1. Analysis of the company 2. Key word analysis 3. On-Site optimization 4. Off-Site optimization 5. Monitoring Seite 16 von 19

17 5. Monitoring Monitoring of the movement in search rankings and on-site traffic If applicable, the strategy / SEO actions will be adapted Example: Development of google search rankings for key words Finanzkommunikation, Unternehmenskommunikation and Investor Relations for Key word Time End of August 2011 Start of Oktober 2011 Start of January 2012 End of February 2012 Finanzkommunikation Position 4 Position 4 Position 3 Position 2 Unternehmenskommunikation Page 3 Position 2 Page 3 Position 3 Position 4 Position 3 Investor Relations* Page 5 Position 7 Page 5 Position 7 Page 5 Position 5 Page 3 Position 8 *in competition with Investor Relations departments of companies such as SAP, VW, Bayer, etc. Seite 17 von 19

18 5. Monitoring Development of google search ranking for Investor Relations Agentur, Finanzkommunikation Beratung and Finanzkommunikation Agentur Key word Time End of August 2011 Start of Oktober 2011 Start of January 2012 End of February 2012 Investor Relations Agentur Position 1 Position 1 Position 1 Position 1 Finanzkommunikation Beratung Position 4 Position 7 Position 1 Position 1 Finanzkommunikation Agentur Position 1 Position 1 Position 3 Position 1 The developments show that long-tail key words can achieve higher rankings faster and keep their position more easily as they have little competition Seite 18 von 19

19 5. Monitoring Special case: Finanzkommunikation Beratung competes with websites Strategic and continuous SEO leads to top rankings even for highly competitive key words Seite 19 von 19