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Search Engine Optimization - Rob Simons at NHTV Education Day 2011
 

Search Engine Optimization - Rob Simons at NHTV Education Day 2011

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Search Engine Optimization basics by Rob Simons at NHTV Education Day 2011

Search Engine Optimization basics by Rob Simons at NHTV Education Day 2011

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    Search Engine Optimization - Rob Simons at NHTV Education Day 2011 Search Engine Optimization - Rob Simons at NHTV Education Day 2011 Presentation Transcript

    • NHTV in E-business mindshift in our markets @rmsimons #NHTVED2011 De geheimen van een goede website. Carl Grefkens Uitkomsten onderzoek "Gebruik Nieuwe media". Corne Dijkmans Web 2.0 for real: Retailwiki. Jeroen Vinkesteijn Marketing.com. Wim van der Mark Search Engine Marketing. Rob Simons Revolutie: effecten van "E-" op onze markten. Gerard Gielen Digital businessmodels. Herman Lier Revolution: effects of "E-" 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 "Use of new media". Corne Dijkmans
    • Search Engine Marketing Rob Simons @rmsimons #NHTVED2011 De geheimen van een goede website. Carl Grefkens Uitkomsten onderzoek "Gebruik Nieuwe media". Corne Dijkmans Web 2.0 for real: Retailwiki. Jeroen Vinkesteijn Marketing.com. Wim van der Mark Search Engine Marketing. Rob Simons Revolutie: effecten van "E-" op onze markten. Gerard Gielen Digital businessmodels. Herman Lier Revolution: effects of "E-" 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 "Use of new media". Corne Dijkmans
    • @rmsimons #NHTVED2011 today’s Twitter hashtag: #NHTVED2011
    • Rob Simons @rmsimons #NHTVED2011 My background:
      • ITMC Alumnus
      • Online Marketing Manager – wiki-travel guide Earth.org
      • NHTV: mostly (online) marketing courses
      • MSc in Marketing at VU (class of 2012)
      • Born in 1980
    • @rmsimons #NHTVED2011 what’s on the menu: http://www.flickr.com/photos/omefrans/4421251238/
          • the search engine landscape
          • how search engines work
          • search engine advertising (SEA)
          • search engine optimization (SEO)
          • link building strategies
    • 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://www.seomoz.org how much do we actually search online? worldwide growth of searches @rmsimons #NHTVED2011
    • 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 search engine robots http://www.seomoz.org @rmsimons #NHTVED2011
    • which websites are important? domain authority http://www.seomoz.org @rmsimons #NHTVED2011
      • An algorithm (calculation) Google uses to determine the importance of a website on a scale of 0-10.
      • 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.
      Google PageRank (PR) @rmsimons #NHTVED2011
    • 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
    • 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/brainfarts/97676505/sizes/l/ @rmsimons #NHTVED2011 Google Adwords
    • 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
    • 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 single domain simple folder structure with relevant keywords keywords in the pagename, seperated by a dash @rmsimons #NHTVED2011
    • 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
    • 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/ @rmsimons #NHTVED2011
      • Every page should have unique, accurate page titles
      • If a page was pre-existing, the page title should stay exactly as it was before
      • Title should reflect page’s targeted keyphrase
      page titles can be found in the top bar of the browser or in the tab title @rmsimons #NHTVED2011
    • 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://www.seomoz.org @rmsimons #NHTVED2011
    • http://www.flickr.com/photos/38148940@N05/3516178671/sizes/m/ a search engine friendly website the LESS important stuff @rmsimons #NHTVED2011
    • 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 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
    • 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 visitors means no sales  no sales means no profit http://2fm.rte.ie/blogs/colm_jim_jims_blogggggg/ @rmsimons #NHTVED2011
    • 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 @rmsimons #NHTVED2011
    • #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
      • http://www.flickr.com/photos/omefrans/4421251238/
      • http://blog.cagle.com
      • http://www.seomoz.org
      • http://www.zastavki.com/eng/Drawn_wallpapers/wallpaper-18812.htm
      • http://www.einfach-persoenlich.de/2007-05-18/google-der-google-pagerank-berg-anschaulich-visualisiert.html
      • http://www.flickr.com/photos/brainfarts/97676505/sizes/l/
      • http://thepreppyprincess.wordpress.com
      • http://www.flickr.com/photos/sonrisaelectrica/3910330593/sizes/l
      • http://www.mundofox.com
      • http://www.flickr.com/photos/38148940@N05/3516178671/sizes/m/
      • http://www.flickr.com/photos/38148940@N05/3516178671/sizes/m/
      • http://2fm.rte.ie/blogs/colm_jim_jims_blogggggg/
      • http://www.opensiteexplorer.org
      • http://www.poolcentrumdemunt.nl
      References @rmsimons #NHTVED2011