Can you buy 
SEO-success? The most important differences between success and failure in practice.

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Can you buy 
SEO-success? The most important differences between success and failure in practice.

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  • Can you buy 
SEO-success? The most important differences between success and failure in practice.

    1. 1. Can you buySEO-success?The most importantdifferences betweensuccess and failure inpractice.27. Oktober 2011Hanns Kronenberg 1
    2. 2. Personal information• Hanns Kronenberg Study of Business Economics with an emphasis on Marketing & Statistics at the Westfälischen Wilhelms-Universität Münster 1996 – 2000 Productmanagement and Business Development for TV- platforms (RTL-Group, Deutsche Telekom) 2000 – 2007 Productmanagement, Business Development and SEO for Internet-platforms (Tomorrow Focus, muenchen.de, meinestadt.de) 2007–2011 independent SEO-consultant Since 2011 Head of Product Management SISTRIX 2
    3. 3. Content1. SEO: Dream and Reality2. The propper understanding of SEO3. Inertia and Force4. The right setup for successful SEO 3
    4. 4. SEO: Dream and Reality 4
    5. 5. seobook.de survey: The world’s greatest SEO-mistakes (Top 8 worst On-Page mistakes)Source: http://www.seo-book.de/allgemein/auswertung-die-grosten-seo-fehler-der-welt, 26. Oktober 2011, n=93) The most harmful On-Page SEO-mistakes as per survey 5
    6. 6. seobook.de survey: The world’s greatest SEO-mistakes (Top 8 worst Off-Page mistakes)Source: http://www.seo-book.de/allgemein/auswertung-die-grosten-seo-fehler-der-welt, 26. Oktober 2011, n=73) The most harmful Off-Page SEO-mistakes as per survey 6
    7. 7. The real questionis this:Why do so manywebsites make thesame mistakes,even though goodSEOs know them? 7
    8. 8. Why do thesemistakes showup even forwebsites thathave a SEO-consultant orinhouse-SEO? 8
    9. 9. Are there just notenough goodSEOs out there? 9
    10. 10. The typical SEO-mistakes aresymptoms butnot the actualreason for a lackof SEO-success 10
    11. 11. The main reason for a lack of SEO-success is afaulty understanding of SEO within the company 11
    12. 12. „Men willinglybelieve what theywish.“Gaius Julius Caesar 12
    13. 13. Would you believe the following? „Get slim:Get your beachbody in just six weeks!“ 13
    14. 14. Would you believe the following?„Finally full, densehair! Rapidly fight hair loss“ 14
    15. 15. Then please do not trust in adds such as this!Promising you “peace of mind” for a fixed fee 15
    16. 16. Peace of mind???Does not sound as if someone wants to be successful! Then please do not trust in adds such as this! Promising you “peace of mind” for a fixed fee 15
    17. 17. Many businesseswill just quiet their conscience: “Of course we do SEO. We hired an outside agency. 16
    18. 18. „If fools went not to market, bad ware would not be sold.“ English proverb 17
    19. 19. The proper understanding of SEO 18
    20. 20. Can Seo-success be bought? 19
    21. 21. 1) What is SEO? Can Seo-success be bought? 19
    22. 22. 1) What is SEO? Can Seo-success be bought? 2) What is success? 19
    23. 23. 1) What is SEO? 3) How do you define “buy”? Can Seo-success be bought? 2) What is success? 19
    24. 24. 1. What is SEO? The sum of all measures taken, in order to increase the profitability of a website by purposefully increasing the visitors to that website through the organic results on the result’s pages of searchengines 20
    25. 25. 1. What is SEO?Content Quality Load-TimesInformationarchitecture (IA) LinkbuildingUsability Technical SEO ConversionSnippet-Optimization Universal SearchKeywordselection Social Media etc. 21
    26. 26. SEO has a cross- departmental function and willtouch upon many different parts of the company 22
    27. 27. 2. What is success? For Brand-websites: Becoming the long-term SEO-Brand-leader for a certain segment or a specific niche Please note:There are also successful SEO-strategies designed for a short-term profit-maximization, though these are usually not a good fit for brand-websites. 23
    28. 28. SEO-success means top-rankings for a number of relevant keywords 24
    29. 29. 3. How do youdefine “buy” ? Outsourcing: Having (all) of your SEO-work done by a thrid-party contractor like an SEO-agency or a webdesigner 25
    30. 30. Common problems whenoutsourcing all of your SEO lack of involvement of all the relevant departments insufficient implementation of SEO-measures the quality can only be influenced indirectly dependence on third-party contractors loss of internal know-how 26
    31. 31. Just install a SEO!SEO is not an “accessory”, that you can just have installed 27
    32. 32. SEO is not magic and does not use secret tricks 28
    33. 33. Just like Fitness, SEO-success can onlybe achieved through active participation 29
    34. 34. YouTube Video (click me)SEO-success is teamwork, Heart’sblood, as well as constant and hard work 30
    35. 35. Inertia and Force 31
    36. 36. To get better rankings, you need to change old methods of operation 32
    37. 37. To achieve change, you first need to overcome a companies’ inertia 33
    38. 38. Law of Inertia: Inertia is the tendency of an object toresist a change in motion, as long as no outside force is exerted. The larger the inert mass of an object, the less thisobject is affected in its movement by an outside force. 34
    39. 39. The difference between Seo-success and -failure is often the relationship of force to inertia 35
    40. 40. David versus Goliath This is the simple reason why (small)internet-businesses often win against (large) offline-companies 36
    41. 41. 4. The right setup for successful SEO 37
    42. 42. 9 steps 38
    43. 43. 1. SEO-Expert(competence promoter) inhouse-SEO and/or external SEO-consultant specialist knowledge regularly available clever, motivated, responsible, willing to learn 39
    44. 44. 2. Top-Manager(power promoter) top-management or business unit manager overcoming of barriers either hierarchically (with orders) or through the market (with incentives) understands SEO 40
    45. 45. 3. Inclusion of everyone involved 41
    46. 46. 4. SEO-controlling Controlling for success, tracking and analyzing of key-values Benchmarking and analyzing the competition 42
    47. 47. 5. Goals ambitious but realistic Let successful competitors act as a guide to you 43
    48. 48. 6. Budget allocate sufficient funds to be able to reach the goals that are set use cost-benefit evaluations to analyse measures and justify your budgets 44
    49. 49. 7. Heart’s blood You will need a lot this makes the difference between a small and a large success 45
    50. 50. 8. External Consultants chose those external consultants that will add momentum to the company, not those that will keep it static reserve parts of the budgets for specialists and second opinions 46
    51. 51. 9. Calculate risks do not try to be smarter than Google for brand-websites, try to make Google’s goals your own (return the best results for your users) 47
    52. 52. The rest will come to you naturally 48
    53. 53. Blog: www.sistrix.com/blog/ Twitter: @HannsKronenbergE-Mail: h.kronenberg@sistrix.com 49

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