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web euraxess

web euraxess


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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.
  • Transcript

    • 1. Web VisibilityEURAXESS National Portal Administrators’ MeetingTallinn, 16th May 2011
    • 2. 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?
      • 3. CATEGORY: How should we define or frame the category
      • 4. COMPETITION: What are your competitors’ strategies and positioning?
      • 5. CONSUMER: Who are the most attractive prospects, and what do they want or need?
      • 6. 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.
    • 10. The 3 Web Visibility Pillars
      Direct
      visits
      Search Engines
      Social Networks
    • 11. 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)
    • 15. How it works
      SEARCH ENGINES
      Searchengineswebsitesas
    • Searchengines at a glance
      SEARCH ENGINES
    • 19. 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
      • 20. FrequencyKeywords with a higher frequency in the page are deemed more relevant 
      • 21. Link analysisBy analyzing how the page links to other pages in the Web, the search engine determines:
      • 22. what a page is about
      • 23. if that page is deemed to be "important“
      • 24. 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
    • 25. 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.
    • 26. 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
    • 27. 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
    • 28. SearchEngine Marketing
      SEARCH ENGINES
      Promote your web site by pay-per-click advertising services, i.e.Google AdWords, Yahoo! Sponsored Search, Microsoft adCenter, etc.
    • 29. How it works
      SOCIAL NETWORKS
      Social network websites as
    • 30. Cycle of Social & SEO
      SOCIAL NETWORKS
    • 31. Create & promote optimized content & assets
      SOCIAL NETWORKS
    • 32. Content is noticed, shared & voted on. Grows awareness
      SOCIAL NETWORKS
    • 33. Increased exposure attracts more subscribers, fans, friends, followers & links
      SOCIAL NETWORKS
    • 34. Increased links & social exposure grow search & referral traffic
      SOCIAL NETWORKS