How SEO can help Startups

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Can SEO help Startups?
Get ten elemantary hints how to get your site ranked.

Lecture held on the 16th Berlin Lean Startup Conference, January 2013 in Berlin.

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How SEO can help Startups

  1. 1. 16th Berlin Lean StartupYOU IS NOW Immobilienscout 24Andreasstr. 10, Berlin31.01.2013 19:30Searchmetrics GmbHHow SEO can help Startups® Searchmetrics GmbH 2012
  2. 2. Holger Etzel• Franconian in Prussia• trained Marketing Manager and Social Scientist• since 1994 „something with Interwebs“ (Researcher, Webdesigner; Ad Agency, (Online) Marketing Manager, Head of Marketing)• in many different industries• since 05/12 Consultant at Searchmetrics• since 09/12 Director ConsultingFollow me• Twitter: twitter.com/holgeretzel• Xing: www.xing.com/profile/Holger_Etzel• LinkedIn: www.linkedin.com/profile/view?id=40435085• Google+: plus.google.com/u/0/10621839713989249849831.01.2013 Berlin Lean Startup Searchmetrics GmbH 2
  3. 3. Searchmetrics• Founded 2007• Leading Provider of Search Analytics Software• Developer of Searchmetrics Suite und Searchmetrics Essentials• Largest aggregated database for SEO, SEM and Social Media Data• For any given Google-Country (and other searchengines)• 100 full-time employees located in Germany, US, UK and France• Partner-Network with 100++ SEO- and SEA-Agencies worldwide• Own services-department, providing SEO-Consulting.Follow us and stay updated• Twitter: twitter.com/searchmetrics• Facebook: www.facebook.com/Searchmetrics31.01.2013 Berlin Lean Startup Searchmetrics GmbH 3
  4. 4. Can SEO help YOU?…depends on your business model.• Most, like zalando, need SEO like a fish needs water. photo: exploitme, flickr.com31.01.2013 Berlin Lean Startup Searchmetrics GmbH 4
  5. 5. Can SEO help YOU?• but to be honest: some have other sources than organic SE-traffic31.01.2013 Berlin Lean Startup Searchmetrics GmbH 5
  6. 6. Can SEO help YOU?• and some businesses are successfull in spite of google-success:31.01.2013 Berlin Lean Startup Searchmetrics GmbH 6
  7. 7. What does SEO?• Search Engine Optimization (SEO) Market Shares of transmits traffic into turnover. Searchengines in Germany• SEO starts with the antizipation of 0,9% (March 2012) 2,1% relevant searchqueries 1,1% Google* (in relevant searchengines) Bing Yahoo! 95,9% Andere Keyword Visibility Traffic TurnoverQuelle: Comscore, März 2012 | * Google-Anteil exkl. Integration auf T-Online, Web.de, etc. 31.01.2013 Berlin Lean Startup Searchmetrics GmbH 7
  8. 8. How searchengines work31.01.2013 Berlin Lean Startup Searchmetrics GmbH 8
  9. 9. Once more: Can SEO help you?YES, it can!if there already is any form of demand yet• to identify, which needles you should put into the haystack. (keyword and market research)• to place your needles most prominent (onpage optimization)• to structure the haystack so well, that your needle can be found easiliy (technical SEO and site architecture)• to get many, strong threads in the eye of your needle, so you can find it easier (offpage optimization)• to get the crowd talking about your needle (social media optimization)31.01.2013 Berlin Lean Startup Searchmetrics GmbH 9
  10. 10. What SEO can not doSEO cannot defend businessmodels against google:31.01.2013 Berlin Lean Startup Searchmetrics GmbH 13
  11. 11. 10 elementary SEO Tipps photo: sam_churchill, flickr.com31.01.2013 Berlin Lean Startup Searchmetrics GmbH 17
  12. 12. 1. Know your Audience, your Product and Google • is there demand? • who is your target group and how/what do they search? • is Google already in the arena?31.01.2013 Berlin Lean Startup Searchmetrics GmbH 18
  13. 13. 2. Get Your KeywordsAsk yourself: • How do customers or users search for products and services? • Which keywords are the most relevant for the company? • Which keywords have the highest potential? Navigational Search Informational Transactional Search • Using Google for Search • Search for a specific  navigation no easy recipe to „generate“ keywords that experiences or There is • Search for information, product / fit. • Search for specific sites howto‘s and guide reviews with buying interest • Just looking for search  (Brand Search)are keywords, that are used by your very special But there • Potential for your very special product. results • Highest search intensity audience for and attention optimazation: low • Potential for optimazation: high • Potential for  To succeed, you must find them out and use them. optimazation: high B2B-Model Traffic-model B2C-model 10 % of all 80 % of all 10 % of all queries queries queries 31.01.2013 Berlin Lean Startup Searchmetrics GmbH 19
  14. 14. 2. Keyword-Research: Take Google!31.01.2013 Berlin Lean Startup Searchmetrics GmbH 20
  15. 15. 2. Keyword Research: Take the Adwords Keywords-Tool:31.01.2013 Berlin Lean Startup Searchmetrics GmbH 21
  16. 16. 2. Keyword Research: Take the Adwords Keywords-Tool:31.01.2013 Berlin Lean Startup Searchmetrics GmbH 22
  17. 17. 2. Keyword Research: ubersuggest.org31.01.2013 Berlin Lean Startup Searchmetrics GmbH 23
  18. 18. 2. Keyword Research: ubersuggest.org31.01.2013 Berlin Lean Startup Searchmetrics GmbH 24
  19. 19. 3. Take your Chances• you already got some pages in good positions?• Great! Then start working with the next bunch:31.01.2013 Berlin Lean Startup Searchmetrics GmbH 25
  20. 20. 3. Track your rankings…and work with those lists!31.01.2013 Berlin Lean Startup Searchmetrics GmbH 26
  21. 21. 4. Provide the best Content Matt says: Provide the best content and do not worry about SEO.photo: jolieodell, flickr.com 31.01.2013 Berlin Lean Startup Searchmetrics GmbH 27
  22. 22. 4. Provide the best ContentI say: Aye, Matt. Almost right! The best content is the basis of everything and for god‘s sake those thin SEO- scrape-crap-spam do not work anymore. But some extra SEO-skills should help even the best content to get listed where it belongs to. photo Martin Mißfeldt 31.01.2013 Berlin Lean Startup Searchmetrics GmbH 28
  23. 23. 5. Structure itNow, you got REALLY good content, provided for your very ownaudience.• Then help the Searchengines to understand what you are pointing at:<Head> <Body>• <Title>  <H1>• Description  <H2>, 3, …  <p>  <strong> <em>  <li> <ul> und <li> <ol>  images  anchorsCSS and images are NO WAY to structure texts. A Headline is only aHeadline when you call it <h1>Headline</h1>.…and forget about „Meta Keywords“!31.01.2013 Berlin Lean Startup Searchmetrics GmbH 29
  24. 24. 5. You think structure is kindergarten?31.01.2013 Berlin Lean Startup Searchmetrics GmbH 30
  25. 25. 5. Structure itLike any other machine Googles bot in fact is a nothing but a dumb text-cruncher. • The only thing it really can do is counting, filtering and weighting texts it finds. • Help him by structuring your content, giving hints what is important and what to weigh higher • But please never try to game him.31.01.2013 Berlin Lean Startup Searchmetrics GmbH 31
  26. 26. 6. Be accessible… a propos help and guidance:Take care that your website (or at least the parts you want to beindexed) is accessible for the bot.There are many many ways to deny access tosearchengines. Some barriers are set willingly,some are unwanted desasters.The Flop 5 getting your Site not indexed are:1. The usage of Flash, JavaScript and Frames (especially in the navigation)2. Too big pages with heavy loading time3. Too deep site structures4. Denying indexation of single pages <meta name=”robots” content=”noindex”>5. Denying access to the whole page robots.txt User-Agent: * Disallow: /31.01.2013 Berlin Lean Startup Searchmetrics GmbH 32
  27. 27. 6. Be accessibleThe Flop 5 getting your Site not indexed are:1. The usage of Flash, JavaScript and Frames (especially in the navigation)2. Too big pages with heavy loading time3. Too deep site structures4. Denying indexation of single pages <meta name=”robots” content=”noindex”>5. Denying access to the whole page robots.txt User-Agent: * Disallow: /31.01.2013 Berlin Lean Startup Searchmetrics GmbH 33
  28. 28. 7. Get linkedThat‘s what made the difference between Google and all the other SEsin the late 90s:Google not only weighted the similarity (or some may say „relevance“)between query and document, but was the first to combine this withimportance as a new factor.The „PageRank“ was the new thing:All pages passed „linkjuice“. The pagesthat managed to collect most of that juiceseemed to be the most important ones.This means for you:You MUST get linked!31.01.2013 Berlin Lean Startup Searchmetrics GmbH 34
  29. 29. 8. Get likedLinking is relatively easy to game and Google does lots of effort to get„unnatural“ linked sites – others call it spam – out of the index.So after onpage and offpage signals SEs found a new arena to decidewhether a page is important for your very specific query:Social Signals Ranking Factors Germany 2013: Spearmen‘s r correlation between Top 30 results and ranking factors31.01.2013 Berlin Lean Startup Searchmetrics GmbH 35
  30. 30. 9. Become a Brand Don‘t trust on occasional traffic, become a brand. • Gain higher search volume • Gain better click-through-rates • Improve the time on site and the bounce rates • Become trusted!“The Internet is in danger of becoming a cesspool of disinformation. Brands are the solution, not the problem. Brands are how you sort out the cesspool.“Eric Schmidt, former Google CEO in 2008 31.01.2013 Berlin Lean Startup Searchmetrics GmbH 36
  31. 31. 10. ALWAYS be reasonable• Do not try to game google,• do not try cheap onpage tricks like stuffing keywords,• do not try to get links in an obviously unnatural way,• do not copy good (or even bad) content,• do nothing that would annoy you as a a consumer of your site.• Optimize, but in a reasonable way.• If you overdo, Google.. might clear up.31.01.2013 Berlin Lean Startup Searchmetrics GmbH 37
  32. 32. 10 elementary SEO Tipps1. Know your audience2. Know your Keys3. Take your chances4. Provide the best content for your audience5. Structure your content6. Make it accessible7. Get Links8. Get liked (and tweeted and plussed and…)9. Become a brand10.BE REASONABLE photo: sam_churchill, flickr.com31.01.2013 Berlin Lean Startup Searchmetrics GmbH 39

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