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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 Web visibility 2 Presentation Transcript

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