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SEO & SEM - Beau Rivage Palace
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SEO & SEM - Beau Rivage Palace

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Philipp Sauber, INM AG, philipp.sauber@inm.ch

Philipp Sauber, INM AG, philipp.sauber@inm.ch

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SEO & SEM - Beau Rivage Palace SEO & SEM - Beau Rivage Palace Presentation Transcript

  • Einführung
    Online-Marketing andCommunication
  • Einführung
    Philipp Sauber @ INM AG
    CEO & Partner
    Tutor @ HWZ for Online Marketing and Communication
  • Einführung
    INM AG – inm.ch
    Creationanddevelopmentof innovativ online marketingsolutionswithstateofthearttechnologies
    • 50 Employees
    • Since 1995
    • Zürich & Wetzikon
  • SEO
    Wheredoes SEO takeplace?
    Example: Delux Hotel
    SEO – SearchEngingeOptimization
  • SEO
    • Beispiel Suchmaschinen Optimieren
    SEO – SearchEngingeOptimization
  • SEO
    SEO
  • SEO
    SEO
  • SEO
    SEO
    Whatmakes a good online marketinginstrument?
  • SEO
    SEO
    Reach
    Image
    Quality
    Returningvisits
    Quantity
    Time on site
  • SEO
    How do SearchEngineswork?
    Indexing
    • Spiders
    • Howgoodisyoursiteindexed? site:http://www.url.xx
  • SEO
    How do SearchEngineswork?
    Indexing
    Hurdles
    • JavaScript (example BMW)
    • Navigation
    • Flash
    • Frames
    Cache function
    • inm.ch
  • SEO
  • SEO
    On-Page optimization
    • Usetherightkeywords
    • Metatags andtitle
    • Content
    • Technical aspects
  • SEO
    On-Page optimization
    Keyword Analysis
    • Getasmanyasyoucan find
    • Run an AdWordscampaign
    • Quality vsquantity - Longtail
  • SEO
    On-Page optimization
    Metatags and title
    • Free advertisement
    • Length matter
  • SEO
    On-Page optimization
    Metatags and title
    • Bad example
  • SEO
    Off-Page optimization
    Links (backlinks, inbound links)
    • Word ofmouth
    • Whatmakes a good Link?
    PR
    Link from a keyword
    Techniclycorrect link
    Content relevance
    Balance text/links
  • SEO
    On-Page optimization
    Links (backlinks, inbound links)
    1) Googles PageRank
  • SEO
    Off-Page optimization
    Links (backlinks, inbound links)
    2) Link from a keyword
    • Not from URL, „company“, „Homepage“
  • SEO
    Off-Page optimization
    Links (backlinks, inbound links)
    3) Techniclycorrect link
    • „follow“ or „nofollow“ Link
  • SEO
    Off-Page optimization
    Links (backlinks, inbound links)
    4) Content relevance
    • Sitewithbought links
    • Site - anotherone
  • SEO
    Off-Page optimization
    Links (backlinks, inbound links)
    5) Balance text/links
    • example
  • SEO
    Off-Page optimization
    Links (backlinks, inbound links)
    • A goodexample: internet-shopping.ch
    • PR4
    • Links fromKeyword
    • Follow-Link
    • Content relevant
    • Goodbalancetext/links
    • Result: Hochschule
    • Bad exampl:
    • Local.ch
  • SEO
    Tools
    • http://www.seitwert.de(General testingservice)
    • http://www.linkdiagnosis.com (Backlinkdiagnosis)
    • http://www.google.ch (Site , Cache)
    • http://www.w3.org (CSS and HTML Validation)
    • http://www.alexa.com (Web Traffic)
    • http://www.google.ch/trends (Google Trends)
  • SEM/ AdWords
    AdWords
  • SEM/ Adwords
    AdWords
    Reach
    Image
    Quality
    Returningvisits
    Quantity
    Time on site
  • SEM/ AdWords
    AdWords
    Whereareadwordsdisplayed?
    • Last Minute
  • SEM/ AdWords
    Google AdWords
    Howdo AdWordswork?
    • Text banner
    • Keyword relevant
    • Costs per clickCPC vs CPM
    • Eachkeywordhasitsoneprice
    • Auctionmethod
    • Threecomponents
    • Title
    • Description
    • URL
  • SEM/ AdWords
    Google AdWords
    Howdo AdWordswork?
    Advantages
    • User definethekeyword (<> Banner)
    • Relevanceisgiven
    • Youcandefinecosts, time andregion
    • Impressionsareforfree
    • Affordableforsmallbusinesses
  • SEM/ AdWords
    Google AdWords
    Whatmakes a goodAdWord?
  • SEM/ AdWords
    Google AdWords
    Whatmakes a goodAdWord?
    • Keywordisincluded in text
    • Attractivlywritten
    • Company nameshouldbeincluded
    • URL shouldcontainkeyword
    • Link tositewithkeyword
    • Notebook
  • SEM/ AdWords
    AdWords
    Start yourowncampaign
    • https://adwords.google.ch
  • SEM/ AdWords
    AdWords
    Example
    • Title: 25 characters
    • 2 textlines: 35 characters
    • Display URL: 35 characters
    • Target URL: Landingpage