Web VisibilityEURAXESS National Portal Administrators’ MeetingTallinn, 16th May 2011<br />
Understand your audience – Strategic Approach<br />What do you want to achieve and <br />how are you going to achieve it?<...
CATEGORY: How should we define or frame the category
COMPETITION: What are your competitors’ strategies and positioning?
CONSUMER: Who are the most attractive prospects, and what do they want or need?
CHANNELS: What’s the selling environment like?</li></li></ul><li>Brand key vision ( the DNA of the EURAXESS brand)<br />EU...
Progressive
Maternal
Inspiring</li></ul>WE TAKE CARE OF RESEARCH TALENT<br />Personality & Values<br />Benefits<br />EURAXESS needs to emotiona...
The 3 Web Visibility Pillars<br />Direct <br />visits<br />Search Engines<br />Social Networks<br />
How it works<br />DIRECT VISITS<br />Traditional Corporate communicationas<br /><ul><li>Corporate identity
Advertising
Public relations
Etc.</li></li></ul><li>Traditional Tools<br />Development  of a customised mailing campaign to either HR      departments ...
How it works<br />SEARCH ENGINES<br />Searchengineswebsitesas<br /><ul><li>Google
Yahoo
Bing
Etc.</li></li></ul><li>Searchengines at a glance<br />SEARCH ENGINES<br />
How search engine’s algorithmworks<br />SEARCH ENGINES<br />Pagefactor<br />Off the pagefactor<br /><ul><li>LocationKeywor...
FrequencyKeywords with a higher frequency in the page are deemed more relevant 
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Web visibility 2

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  • When people type keywords and click on the search button of a commercial search engine - such as Yahoo! or Google – they are not looking for the web, but searching through an index that the search engine has created. This work, called Web Indexing, is based on the use of automated software agents (Web Crawlers) that visit a Web site, read the information on the web pages and return them back to a central Page Repository, where the data is indexed.How these pages are sorted (ranking) depends from the search engine algorithm.
  • Web visibility 2

    1. 1. Web VisibilityEURAXESS National Portal Administrators’ MeetingTallinn, 16th May 2011<br />
    2. 2. Understand your audience – Strategic Approach<br />What do you want to achieve and <br />how are you going to achieve it?<br /><ul><li>COMPANY: What does your client want, really?
    3. 3. CATEGORY: How should we define or frame the category
    4. 4. COMPETITION: What are your competitors’ strategies and positioning?
    5. 5. CONSUMER: Who are the most attractive prospects, and what do they want or need?
    6. 6. CHANNELS: What’s the selling environment like?</li></li></ul><li>Brand key vision ( the DNA of the EURAXESS brand)<br />EURAXESS offers me all the support to find the right research talent, and support services for the recruitment .<br />Research talent should be stimulated to stay in, or come to, Europe<br /><ul><li>Engaging
    7. 7. Progressive
    8. 8. Maternal
    9. 9. Inspiring</li></ul>WE TAKE CARE OF RESEARCH TALENT<br />Personality & Values<br />Benefits<br />EURAXESS needs to emotionally engage...<br /> Instead of <br />giving rational reasons why EURAXESS has the right services offering, <br /> you need to <br />l emotionally engage with your target audience.<br />
    10. 10. The 3 Web Visibility Pillars<br />Direct <br />visits<br />Search Engines<br />Social Networks<br />
    11. 11. How it works<br />DIRECT VISITS<br />Traditional Corporate communicationas<br /><ul><li>Corporate identity
    12. 12. Advertising
    13. 13. Public relations
    14. 14. Etc.</li></li></ul><li>Traditional Tools<br />Development of a customised mailing campaign to either HR departments or managers directly<br />Arrange meetings with HR departments in the private-sector<br />Understand their issues and needs<br />Prepare customised presentation<br />printed advertising<br />Advertorials<br />Media relations (interviews)<br />EVENTS (Vital tool to promote EURAXESS and disseminate information on the initiative)<br />
    15. 15. How it works<br />SEARCH ENGINES<br />Searchengineswebsitesas<br /><ul><li>Google
    16. 16. Yahoo
    17. 17. Bing
    18. 18. Etc.</li></li></ul><li>Searchengines at a glance<br />SEARCH ENGINES<br />
    19. 19. How search engine’s algorithmworks<br />SEARCH ENGINES<br />Pagefactor<br />Off the pagefactor<br /><ul><li>LocationKeywords that appear, in the title, or near the top of the page, are deemed more relevant
    20. 20. FrequencyKeywords with a higher frequency in the page are deemed more relevant 
    21. 21. Link analysisBy analyzing how the page links to other pages in the Web, the search engine determines:
    22. 22. what a page is about
    23. 23. if that page is deemed to be "important“
    24. 24. Clickthrough measurementThe search engine rewards the most clicked pages with higher position</li></li></ul><li>What you cannot do<br />SEARCH ENGINES<br />1. There are no shortcuts to a better rank on search engines<br />2. If your pages are not relevant to the users needs, they cannot appear at the top of the search result<br />
    25. 25. The dark side of SEO<br />SEARCH ENGINES<br />Black hat: SEO techniques that try to manipulate search engine results.<br />Black hat SEO attempts to improve rankings in ways that are disapproved by the search engines, or involve deception. Search engines may penalize sites they discover using black hat methods, either by reducing their rankings or eliminating their listings from their databases altogether.<br />Black hats tend to produce results in the short-term.<br />
    26. 26. 4 Keys to success on search engines<br />Create original and useful content<br />SearchEngineOptimizationoptimizeyour pages for search engines<br />SearchEngine Marketingpromoteyour web site by Pay-Per-Click advertising<br />Social networksShare your contents by social networks<br />SEARCH ENGINES<br />
    27. 27. SearchEngine Optimization<br />SEARCH ENGINES<br />Do’s<br />Dont’s<br />Semantic HTML properly<br />Keywords in a meaningful way<br />Spam technique<br />Unreliable hosts<br />Frames and redirects<br />Orphan pages<br />Deep linking<br />Duplicate of existing content<br />Very large pages<br />
    28. 28. SearchEngine Marketing<br />SEARCH ENGINES<br />Promote your web site by pay-per-click advertising services, i.e.Google AdWords, Yahoo! Sponsored Search, Microsoft adCenter, etc.<br />
    29. 29. How it works<br />SOCIAL NETWORKS<br />Social network websites as<br />
    30. 30. Cycle of Social & SEO<br />SOCIAL NETWORKS<br />
    31. 31. Create & promote optimized content & assets<br />SOCIAL NETWORKS<br />
    32. 32. Content is noticed, shared & voted on. Grows awareness<br />SOCIAL NETWORKS<br />
    33. 33. Increased exposure attracts more subscribers, fans, friends, followers & links<br />SOCIAL NETWORKS<br />
    34. 34. Increased links & social exposure grow search & referral traffic<br />SOCIAL NETWORKS<br />
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