Search Engine Optimization Workshop Yes!Delft Willem Blom Expand Online BV @expandonline October 2013 Expand Online
Introduction: Willem Blom @willem_blom Expand Online 2
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
Online Marketing Quiz Expand Online 4
Agenda Introduction SEO SEO technique Content Management Off-site Optimization Case: Increase your traffic and conversions Q&A Expand Online 5
Google in 1998 Expand Online 6
Google today Expand Online 7
ecommerce within Google Expand Online 8
Some facts of Google today 40.000 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
Google Local Rotterdam vs Amsterdam Expand Online 10
SERP of the future Expand Online 11
How about Google worldwide? Expand Online 12
The importance of top-seo position Expand Online 13
3 building blocks of SEO Uw positie in Wat ziet Google op uw site? Waar zoeken gebruikers naar? Expand Online 14
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
Agenda Introduction SEO SEO technique Content Management Off-site Optimization Case: Increase your traffic and conversions Q&A Expand Online 16
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
Duplicate content issues? Expand Online 18
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Which technology do you use? Expand Online 20
Time to load your website Expand Online 21
Google Webmaster Tools Expand Online 22
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
AdWords for short-term results Expand Online 24
Agenda Introduction SEO SEO technique Content Management Off-site Optimization Case: Increase your traffic and conversions Q&A Expand Online 25
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
Which keywords to select? Expand Online 27
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On-page positions Page title Meta Description URL Headings Expand Online 30
Body text Anchor text Alt tags Expand Online 31
How well are your LPs written? Expand Online 32
How well are your LPs written? Expand Online 33
How well are your LPs written? Expand Online 34
SEORCH: On-page analysis tool Expand Online 35
Agenda Introduction SEO SEO technique Content Management Off-site Optimization Case: Increase your traffic and conversions Q&A Expand Online 36
SEO is (still) about building links Source: MOZ survey of 120 leading Search Engine Marketeers Expand Online 37
Which links do you currently have? Expand Online 38
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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
Source: SEO.com Expand Online 41
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
Let The Brains Storm Expand Online 43
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Examples of platforms Expand Online 45
Agenda Introduction SEO SEO technique Content Management Off-site Optimization Case: Increase your traffic and conversions Q&A Expand Online 46
Conversion optimization is the new SEO Expand Online 47
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
Measuring goals Expand Online 49
Conversion hurdles Expand Online 50
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Your website ROI Q: What are your conversion hurdles? How would you optimize your website? Expand Online 53
Agenda Introduction SEO SEO technique Content Management Off-site Optimization Case: Increase your traffic and conversions Q&A Expand Online 54
Contact Willem Blom - Expand Online Follow us! Weena 73 3013 CH Rotterdam @Expand Online Tel: +31 (0)10 30 200 30 willem@expandonline.nl www.expandonline.nl /company/expandonline /ExpandOnline /ExpandOnline Expand Online 55