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
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
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
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