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Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
Onetomarket | How to benefit from developments online
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Onetomarket | How to benefit from developments online

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  • Transcript

    • 1. Search Congress Barcelona 29th of January 2009
    • 2.
      • Lennert de Rijk
      • Dutch male living in Barcelona
      • Managing Director and cofounder Onetomarket Spain
      "It is not the strongest of the species that survives... but the one most responsive to change."                                                     -Charles Darwin Who am I and who do I work for?
    • 3. "It is not the strongest of the species that survives... but the one most responsive to change."                                                     -Charles Darwin In times of crisis......
    • 4. Market developments
    • 5. Trend : online!
    • 6. enablers of lead generation and nurturing
    • 7. Latest US ROI survey
    • 8. It´s not all about Google
    • 9. Too much to talk about
    • 10. Only 50 slides to go...
      • Local & Universal Search
      • Social Media
      • Analytics
      • Some SEO statements (introduction to ...)
      So let´s focus on
    • 11. Local Search
      • What
      • Where
      • Why
      • When
      • Ways
    • 12. What is Local Search
      • Local Search is search behavior not focused on ‘what’ but also on ‘ where? ’
      • Examples:
      • “ Hotels in Barcelona”, “Starbucks near Potsdamer Platz” or “Airport Germany”.
    • 13. Where Local Search
      • Maps in Universal Search Results
        • Onebox, Three-pack, 10-pack
    • 14. Why Local Search – Universal Search
    • 15. Why Local Search
      • Results show up in the normal SERPs
      • Located in the heat-map
      • Affects click-through rate
      • Optimal result: Your Organic URL multiple times on the frontpage!
    • 16. Why Local Search
      • Think Global, Act Local
      • In US, 40% of search terms are ‘local’
      • Local = Mobile
      Branch Examples Travel Hotel, Apartments, Airports Search Food, Restaurants, Retail Entertainment Bars, Nightclubs, Theater Places Hospitals, Churches, Banks, Postal offices, Petrol Stations Brands Starbucks, McDonalds, etc  
    • 17. When Local Search
      • You run a business with physical locations
      • Discover You want your potential customers to find you in the local search engines and Universal Search results.
      • Recover You want to help your current customers by lending them a helping hand in finding your business
    • 18. Ways Local Search
      • Advertise (Local Business Ads)
      • Optimize (Local SEO, build good store locators)
      • User Generated Content
        • Local = Social ( Reviews, user ratings )
      Only 10 results available
    • 19. Competitive markets
      • Ranking factors in Google Maps
        • Claim your business
        • Incoming links and citations (webreferences*)
        • Reviews/ratings
        • Distance from the centroid
        • Business title
      authority *) a reference to your business on some other website. It is not necessarily a link and always contains your business address and/or phone number. Geographically relevant websites talking about your business increase your Local search engine rankings .
    • 20. Less competitive markets Bar downstairs our office
    • 21. In the beginning there were social networks
    • 22. ‘ Markets are conversations ‘ ‘ The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. ‘ Published in 1999!
    • 23. Social Media Source:PEW
    • 24. Space defined by Media Owner Brand in control One way / Delivering a message Repeating the message Focused on the brand Entertaining Company created content Space defined by Consumer Consumer in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the consumer / Adding value Influencing, involving User created content / Co-creation COMMUNICATIONS MEDIA SOCIAL MEDIA Different approach needed
    • 25. Social networks
      • The internet is for people
    • 26. Social networks
      • The internet is for people
      • For people to form groups
    • 27. Social networks
      • The internet is for people
      • For people to form groups
      • Groups with shared purposes
    • 28. Social networks
      • The internet is for people
      • For people to form groups
      • Groups with shared purposes
      • Groups of people that can form at litle or no cost
    • 29. SO HOW CAN I CREATE A COMMUNITY?
    • 30. WRONG QUESTION
    • 31. “ Communities already exist. Instead, think about how you can help that community do what it wants to do” Mark Zuckerberg
    • 32. Join the conversation here:
      • Facebook, Tuenti, ..
      • Youtube
      • Twitter
      • We don´t know yet….
    • 33. Twitter: fastest growing social network
    • 34. Social Media Communication AND BE POSITIVE BECAUSE POSITIVITY SPREADS
    • 35. Social media & crowdsourcing
    • 36. It´s about you!
      • Launch new website
      • SEO Book
      • PR
      • Events (non) sponsored
      • Blogs
      • Surveys/articles
    • 37. To Tweets
    • 38. And then spreads to other forms
    • 39. Like your corporate blog
    • 40. not to miss your goal But target ……
    • 41. And use analytics! So, give the right directions!
    • 42. Webanalytics MEASURE ANALYSE OPTIMISE
    • 43. Why Do I Need Web Analytics?
      • To Answer These Basic Questions:
        • How many people visit my site?
        • What pages are getting visited?
        • How do visitors reach my site?
      • Or Some More Advanced Ones:
        • Where do my best visitors come from?
        • How much do I earn on average per visitor?
        • Which pages help to convert visitors into buyers?
    • 44. Problems with Universal Search
      • Source: Google
      • Medium: Organic
      • Keyword phrase: `Nissan Titan`
      • Landing page for text link: http://an.example.com/nissan-titan/
      • Landing page for Universal Search Image link: http:// an.example.com/nissan -titan/
        • They are the same!
    • 45. Tracking Universal Search
      • Define verticals
      • Set up filters
      • Gain insight in clicks from organic results by setting up filters to determine your traffic from blended results
      • Research available by one of our colleagues: http:// www.searchcowboys.com / seo /256
    • 46. Universal Search : Increase ROI with research
      • Research
      • Research
      • Research
      • Do images get less clicks ? Or more ?
      • And is someone who clicked on an image more likely to convert into a lead or action ?
    • 47. Record Progress & Popularity
      • Unique Visits
      • Return Visits
      • Visits / User
        • Page Views
        • Pg View / User
        • Search Traffic
        • Referral Traffic
        • Regions / Languages
        • Browsers
    • 48. Determine the Success of Your Site
      • Bounce Rate
      • Browse Rate
      • Return Visits
      • Visitor Loyalty
      • Pg Views / Visit
      • Traffic Growth
      • Transactions
      • Advanced Metrics (using action tracking)
    • 49. How Should I Employ Analytics Data
      • Find Specific Metrics that are applicable to your site:
        • Problems that need to be addressed
        • Weaknesses in your site's offerings
        • Opportunities for new content or marketing
      • Create a Dashboard to Show you the Most Important Data Daily
    • 50. Dashboard
    • 51. comScore study 2007 Direct Response just 17% Of the total conversion And: 30% of all users are deleting their Cookies regularly! Online influences offline sales
    • 52. comScore study 2007 Real conversion value is about 6.6 times higher! Tracked conversion worth Real conversion worth Conversion Value
    • 53. SEO
    • 54. Did I hear ´SEO ha muerto´? NO
    • 55. This kind of SEO is dead indeed
    • 56. This kind of SEO is dead indeed
      • Like footerlinks (well actually not SEO at all)
    • 57. This kind of SEO is dead indeed
      • Like footerlinks (well actually not SEO at all)
    • 58. We only want a nr. 1 position in Google? NO
    • 59. SEO is difficult, so what sort of hat will you wear? http://blog.outer-court.com/archive/2006-11-01-n72.html Instead ….. SEO is becoming mature
    • 60. Searchcowboys is coming to Spain!
    • 61. Searchcowboys is coming to Spain!
      • A website about search
      • With a focus on Europe
      • With bloggers from around Europe
      • With the latest news
      • With background information
      • Keep up-to-date and informed
    • 62. Searchcowboys is coming to Spain!
      • Special features
      • News from your country
      • SEO roadshow
      • Event channel
      • Twitter
      • Calling Europe
      • Videochannel
      • Well known SEO´s
    • 63. Searchcowboys.com/es
      • Part of searchcowboys
      • Focus on Spain
      • In Spanish
      • Spanish bloggers like
    • 64. THANK YOU!
      • Where to find me?
      • http://twitter.com/derijk
      • How to contact me?
      • [email_address]

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