NHTV in E-business mindshift in our markets @rmsimons   #NHTVED2011 De geheimen van een goede website.  Carl Grefkens Uitk...
Search Engine Marketing    Rob Simons @rmsimons   #NHTVED2011 De geheimen van een goede website.  Carl Grefkens Uitkomsten...
@rmsimons   #NHTVED2011 today’s Twitter hashtag: #NHTVED2011
Rob Simons @rmsimons   #NHTVED2011 My background:   <ul><li>ITMC Alumnus </li></ul><ul><li>Online Marketing Manager    – w...
@rmsimons   #NHTVED2011 what’s on the menu:  http://www.flickr.com/photos/omefrans/4421251238/  <ul><ul><ul><li>the search...
1. the search landscape http://blog.cagle.com   |   @rmsimons   #NHTVED2011
this means 100 billion  search queries  each month! 2 billion people on the internet = average of 50 search queries! http:...
2. how search engines work http://www.zastavki.com/eng/Drawn_wallpapers/wallpaper-18812.htm  @rmsimons   #NHTVED2011
without links the search engine might not even find this website the whole internet is mapped crawling & indexing by searc...
which websites are important? domain authority http://www.seomoz.org @rmsimons   #NHTVED2011
<ul><li>An algorithm (calculation) Google uses to determine the importance of a website on a scale of 0-10. </li></ul><ul>...
division of Google PageRank (PR) is algoritmic, not lineair http://www.einfach-persoenlich.de/2007-05-18/google-der-google...
what is most important to Google in ranking websites? http://www.seomoz.org @rmsimons   #NHTVED2011
Click Through Rate (CTR) (how many times is clicked in %) http://www.seomoz.org @rmsimons   #NHTVED2011
Paid Organic 90% of the clicks organic vs. paid results 10% of the clicks http://www.seomoz.org @rmsimons   #NHTVED2011
3. search engine advertising (SEA) SEA is not further discussed in depth in this lecture http://www.flickr.com/photos/brai...
4. search engine optimization (SEO) http://www.flickr.com/photos/brainfarts/97676505/sizes/l/  adapting the technology, co...
where to start? http://www.seomoz.org onsite offsite @rmsimons   #NHTVED2011
accessible content by means of a good internal linking structure http://www.seomoz.org @rmsimons   #NHTVED2011
content of high quality avoid duplicate content http://www.seomoz.org @rmsimons   #NHTVED2011
what does Google do with duplicate content? http://www.seomoz.org @rmsimons   #NHTVED2011
www.nationalgeographic.com/animals/african-elephants search engine friendly URL’s http://thepreppyprincess.wordpress.com s...
Xyz3.nationalgeographic.com/?amg=vv&sd=8 search engine  UN friendly URL’s redundant sub-domain no keywords, completely unc...
broken links en 404 pages http://www.mundofox.com @rmsimons   #NHTVED2011
broken links en 404 pages http://www.mundofox.com @rmsimons   #NHTVED2011
broken links en 404 pages http://www.mundofox.com @rmsimons   #NHTVED2011
XML sitemaps a digital “map” which shows search robots around on your website http://www.seomoz.org @rmsimons   #NHTVED2011
a search engine friendly website the important stuff http://www.flickr.com/photos/38148940@N05/3516178671/sizes/m/ @rmsimo...
<ul><li>Every page should have unique, accurate page titles  </li></ul><ul><li>If a page was pre-existing, the page title ...
meta descriptions these are “hidden” in the HTML code of your website http://www.seomoz.org @rmsimons   #NHTVED2011
anchor text how are your links “wrapped” http://www.seomoz.org @rmsimons   #NHTVED2011
good content (page copy) the use of good and descriptive keywords http://www.seomoz.org @rmsimons   #NHTVED2011
alt(ernative) attributes these are “hidden” in the HTML code of your website good use of keywords in the alt tag http://ww...
http://www.flickr.com/photos/38148940@N05/3516178671/sizes/m/ a search engine friendly website the LESS important stuff @r...
meta keywords tag these are also “hidden” in the HTML code of your website http://www.seomoz.org @rmsimons   #NHTVED2011
header tags: H1, H2, H(x) these are also “hidden” in the HTML code of your website @rmsimons   #NHTVED2011
submit your website with search engines  (don’t bother) http://www.seomoz.org Since 2001, search engine submission has not...
5. link building strategies  (ensure that your website can be found from third party websites) @rmsimons   #NHTVED2011
why collect links? without links your website will be difficult to find  difficult to find means no visitors  no visitor...
how do you know how many links you have? http://www.opensiteexplorer.org @rmsimons   #NHTVED2011
8 basic ways of link building http://www.poolcentrumdemunt.nl @rmsimons   #NHTVED2011
#1 – manual link requests http://www.seomoz.org @rmsimons   #NHTVED2011
#2 – check out the links of your competitors http://www.seomoz.org @rmsimons   #NHTVED2011
#3 – your content on other websites http://www.seomoz.org http://www.seomoz.org @rmsimons   #NHTVED2011
#4 – linkbait and viral campaigns http://www.seomoz.org http://www.seomoz.org @rmsimons   #NHTVED2011
#5 – content, technology & API’s ( application programming interface ) http://www.seomoz.org http://www.seomoz.org @rmsimo...
#6 – partnering, back links & swapping http://www.seomoz.org http://www.seomoz.org @rmsimons   #NHTVED2011
#7 – paid links http://www.seomoz.org http://www.seomoz.org @rmsimons   #NHTVED2011
#8 – link reclamation http://www.seomoz.org http://www.seomoz.org @rmsimons   #NHTVED2011
questions? @rmsimons   #NHTVED2011
<ul><li>http://www.flickr.com/photos/omefrans/4421251238/ </li></ul><ul><li>http://blog.cagle.com </li></ul><ul><li>http:/...
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Search Engine Optimization - Rob Simons at NHTV Education Day 2011

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Search Engine Optimization - Rob Simons at NHTV Education Day 2011

  1. 1. NHTV in E-business mindshift in our markets @rmsimons #NHTVED2011 De geheimen van een goede website. Carl Grefkens Uitkomsten onderzoek &quot;Gebruik Nieuwe media&quot;. Corne Dijkmans Web 2.0 for real: Retailwiki. Jeroen Vinkesteijn Marketing.com. Wim van der Mark Search Engine Marketing. Rob Simons Revolutie: effecten van &quot;E-&quot; op onze markten. Gerard Gielen Digital businessmodels. Herman Lier Revolution: effects of &quot;E-&quot; on our markets. Gerard Gielen Search Engine Marketing. Rob Simons Hands on Websites: don't get lost. Carl Grefkens Web 2.0 for real: Retailwiki. Jeroen Vinkesteijn Results research &quot;Use of new media&quot;. Corne Dijkmans
  2. 2. Search Engine Marketing Rob Simons @rmsimons #NHTVED2011 De geheimen van een goede website. Carl Grefkens Uitkomsten onderzoek &quot;Gebruik Nieuwe media&quot;. Corne Dijkmans Web 2.0 for real: Retailwiki. Jeroen Vinkesteijn Marketing.com. Wim van der Mark Search Engine Marketing. Rob Simons Revolutie: effecten van &quot;E-&quot; op onze markten. Gerard Gielen Digital businessmodels. Herman Lier Revolution: effects of &quot;E-&quot; on our markets. Gerard Gielen Search Engine Marketing. Rob Simons Hands on Websites: don't get lost. Carl Grefkens Web 2.0 for real: Retailwiki. Jeroen Vinkesteijn Results research &quot;Use of new media&quot;. Corne Dijkmans
  3. 3. @rmsimons #NHTVED2011 today’s Twitter hashtag: #NHTVED2011
  4. 4. Rob Simons @rmsimons #NHTVED2011 My background: <ul><li>ITMC Alumnus </li></ul><ul><li>Online Marketing Manager – wiki-travel guide Earth.org </li></ul><ul><li>NHTV: mostly (online) marketing courses </li></ul><ul><li>MSc in Marketing at VU (class of 2012) </li></ul><ul><li>Born in 1980 </li></ul>
  5. 5. @rmsimons #NHTVED2011 what’s on the menu: http://www.flickr.com/photos/omefrans/4421251238/ <ul><ul><ul><li>the search engine landscape </li></ul></ul></ul><ul><ul><ul><li>how search engines work </li></ul></ul></ul><ul><ul><ul><li>search engine advertising (SEA) </li></ul></ul></ul><ul><ul><ul><li>search engine optimization (SEO) </li></ul></ul></ul><ul><ul><ul><li>link building strategies </li></ul></ul></ul>
  6. 6. 1. the search landscape http://blog.cagle.com | @rmsimons #NHTVED2011
  7. 7. this means 100 billion search queries each month! 2 billion people on the internet = average of 50 search queries! http://www.seomoz.org how much do we actually search online? worldwide growth of searches @rmsimons #NHTVED2011
  8. 8. 2. how search engines work http://www.zastavki.com/eng/Drawn_wallpapers/wallpaper-18812.htm @rmsimons #NHTVED2011
  9. 9. without links the search engine might not even find this website the whole internet is mapped crawling & indexing by search engine robots http://www.seomoz.org @rmsimons #NHTVED2011
  10. 10. which websites are important? domain authority http://www.seomoz.org @rmsimons #NHTVED2011
  11. 11. <ul><li>An algorithm (calculation) Google uses to determine the importance of a website on a scale of 0-10. </li></ul><ul><li>You can compare it to references in scientific articles. The more a source is reffered to, the more credible/ importance it is. So, the more (high quality) links lead to your website, the more important your website probably is. </li></ul>Google PageRank (PR) @rmsimons #NHTVED2011
  12. 12. division of Google PageRank (PR) is algoritmic, not lineair http://www.einfach-persoenlich.de/2007-05-18/google-der-google-pagerank-berg-anschaulich-visualisiert.html @rmsimons #NHTVED2011
  13. 13. what is most important to Google in ranking websites? http://www.seomoz.org @rmsimons #NHTVED2011
  14. 14. Click Through Rate (CTR) (how many times is clicked in %) http://www.seomoz.org @rmsimons #NHTVED2011
  15. 15. Paid Organic 90% of the clicks organic vs. paid results 10% of the clicks http://www.seomoz.org @rmsimons #NHTVED2011
  16. 16. 3. search engine advertising (SEA) SEA is not further discussed in depth in this lecture http://www.flickr.com/photos/brainfarts/97676505/sizes/l/ @rmsimons #NHTVED2011 Google Adwords
  17. 17. 4. search engine optimization (SEO) http://www.flickr.com/photos/brainfarts/97676505/sizes/l/ adapting the technology, content & link strategy of a website, with the goal to make your pages more easy to find in the search engines. (“free”) @rmsimons #NHTVED2011
  18. 18. where to start? http://www.seomoz.org onsite offsite @rmsimons #NHTVED2011
  19. 19. accessible content by means of a good internal linking structure http://www.seomoz.org @rmsimons #NHTVED2011
  20. 20. content of high quality avoid duplicate content http://www.seomoz.org @rmsimons #NHTVED2011
  21. 21. what does Google do with duplicate content? http://www.seomoz.org @rmsimons #NHTVED2011
  22. 22. www.nationalgeographic.com/animals/african-elephants search engine friendly URL’s http://thepreppyprincess.wordpress.com single domain simple folder structure with relevant keywords keywords in the pagename, seperated by a dash @rmsimons #NHTVED2011
  23. 23. Xyz3.nationalgeographic.com/?amg=vv&sd=8 search engine UN friendly URL’s redundant sub-domain no keywords, completely unclear what can be found here http://www.flickr.com/photos/sonrisaelectrica/3910330593/sizes/l @rmsimons #NHTVED2011
  24. 24. broken links en 404 pages http://www.mundofox.com @rmsimons #NHTVED2011
  25. 25. broken links en 404 pages http://www.mundofox.com @rmsimons #NHTVED2011
  26. 26. broken links en 404 pages http://www.mundofox.com @rmsimons #NHTVED2011
  27. 27. XML sitemaps a digital “map” which shows search robots around on your website http://www.seomoz.org @rmsimons #NHTVED2011
  28. 28. a search engine friendly website the important stuff http://www.flickr.com/photos/38148940@N05/3516178671/sizes/m/ @rmsimons #NHTVED2011
  29. 29. <ul><li>Every page should have unique, accurate page titles </li></ul><ul><li>If a page was pre-existing, the page title should stay exactly as it was before </li></ul><ul><li>Title should reflect page’s targeted keyphrase </li></ul>page titles can be found in the top bar of the browser or in the tab title @rmsimons #NHTVED2011
  30. 30. meta descriptions these are “hidden” in the HTML code of your website http://www.seomoz.org @rmsimons #NHTVED2011
  31. 31. anchor text how are your links “wrapped” http://www.seomoz.org @rmsimons #NHTVED2011
  32. 32. good content (page copy) the use of good and descriptive keywords http://www.seomoz.org @rmsimons #NHTVED2011
  33. 33. alt(ernative) attributes these are “hidden” in the HTML code of your website good use of keywords in the alt tag http://www.seomoz.org @rmsimons #NHTVED2011
  34. 34. http://www.flickr.com/photos/38148940@N05/3516178671/sizes/m/ a search engine friendly website the LESS important stuff @rmsimons #NHTVED2011
  35. 35. meta keywords tag these are also “hidden” in the HTML code of your website http://www.seomoz.org @rmsimons #NHTVED2011
  36. 36. header tags: H1, H2, H(x) these are also “hidden” in the HTML code of your website @rmsimons #NHTVED2011
  37. 37. submit your website with search engines (don’t bother) http://www.seomoz.org Since 2001, search engine submission has not only not been required, but is actually virtually useless.   If you hear a pitch from an SEO offering “search engine submission” services, run, don’t walk (seomoz.org) @rmsimons #NHTVED2011
  38. 38. 5. link building strategies (ensure that your website can be found from third party websites) @rmsimons #NHTVED2011
  39. 39. why collect links? without links your website will be difficult to find  difficult to find means no visitors  no visitors means no sales  no sales means no profit http://2fm.rte.ie/blogs/colm_jim_jims_blogggggg/ @rmsimons #NHTVED2011
  40. 40. how do you know how many links you have? http://www.opensiteexplorer.org @rmsimons #NHTVED2011
  41. 41. 8 basic ways of link building http://www.poolcentrumdemunt.nl @rmsimons #NHTVED2011
  42. 42. #1 – manual link requests http://www.seomoz.org @rmsimons #NHTVED2011
  43. 43. #2 – check out the links of your competitors http://www.seomoz.org @rmsimons #NHTVED2011
  44. 44. #3 – your content on other websites http://www.seomoz.org http://www.seomoz.org @rmsimons #NHTVED2011
  45. 45. #4 – linkbait and viral campaigns http://www.seomoz.org http://www.seomoz.org @rmsimons #NHTVED2011
  46. 46. #5 – content, technology & API’s ( application programming interface ) http://www.seomoz.org http://www.seomoz.org @rmsimons #NHTVED2011
  47. 47. #6 – partnering, back links & swapping http://www.seomoz.org http://www.seomoz.org @rmsimons #NHTVED2011
  48. 48. #7 – paid links http://www.seomoz.org http://www.seomoz.org @rmsimons #NHTVED2011
  49. 49. #8 – link reclamation http://www.seomoz.org http://www.seomoz.org @rmsimons #NHTVED2011
  50. 50. questions? @rmsimons #NHTVED2011
  51. 51. <ul><li>http://www.flickr.com/photos/omefrans/4421251238/ </li></ul><ul><li>http://blog.cagle.com </li></ul><ul><li>http://www.seomoz.org </li></ul><ul><li>http://www.zastavki.com/eng/Drawn_wallpapers/wallpaper-18812.htm </li></ul><ul><li>http://www.einfach-persoenlich.de/2007-05-18/google-der-google-pagerank-berg-anschaulich-visualisiert.html </li></ul><ul><li>http://www.flickr.com/photos/brainfarts/97676505/sizes/l/ </li></ul><ul><li>http://thepreppyprincess.wordpress.com </li></ul><ul><li>http://www.flickr.com/photos/sonrisaelectrica/3910330593/sizes/l </li></ul><ul><li>http://www.mundofox.com </li></ul><ul><li>http://www.flickr.com/photos/38148940@N05/3516178671/sizes/m/ </li></ul><ul><li>http://www.flickr.com/photos/38148940@N05/3516178671/sizes/m/ </li></ul><ul><li>http://2fm.rte.ie/blogs/colm_jim_jims_blogggggg/ </li></ul><ul><li>http://www.opensiteexplorer.org </li></ul><ul><li>http://www.poolcentrumdemunt.nl </li></ul>References @rmsimons #NHTVED2011
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