SEO - Search engine optimizationIt Works Even if You Don’t Know How or Why                                    04.08. 2011 ...
Why SEO?
Organic vs. Paid Search   !"#$%&%()*+,-%  !.#$%&%()*+,-%
Click-Through Rate
1. Make Great Content
Greate Content           You Must Become a Hub for Great     9#)6+)!0#!CF9! Content in Your Niche (/+#,2!      )$?)!+/+#,!...
2. Make Great Content Accessible
Accessible      !"#"$% )))*+,-(*./0("+#1"02$-3(45+-$)+6(57-849(%               )))*+,-(*./0.+9:;02$-3(4%               )))...
Accessible
3. Design & Usability
Design & UsabilityUsability BasicsAnalyticsUsability Testing
4. Keyword Research
Keyword Research        !"#$%#&("$#)*+)#%$,-)./$0%#$/"#%#$&/$        &11$2&),$"&3#)./$%+)(#$/"#$#&14$5666%7$
Keyword Research
Keyword ResearchGoogle Adwords
Keyword Research                        !"#$%&()*+%                     !"#$%&(#)*+(,"-$.+/&                     ,-%.*/+00...
Keyword Research            !"###$                                                   =##$   %&&()*$+,-*./,0$12-3&4&(5$    ...
5. Keyword Optimization
Keyword Optimization      !"#"$% )(*+,-,./%0"(123%456*$"%7%)("$0"(12389:%               )("$0"(12389:%7%)(*+,-,./%0"(123%4...
Keyword Optimization      !"#"$% )))*+,-(*./0("+#1"02$-3(45+-$)+6(57-849(%               )))*+,-(*./0.+9:;02$-3(4%        ...
Keyword Optimization     !"#$%&()*+),-.),/&*01."(),&")      (1&2&*(*+3-#)$"--)4%&&"-,.")         $*.5)5*35"&)&,+6*+3()
Keyword Optimization                  !"#$%&()*+),-./)012()1&")+%0)                   31&45671&7#)$"77)5%&&"710")         ...
6. Search Engine Tools & Protocols
Search Engine Tools & ProtocolsGoogle Webmaster Toolwoorank.comXML SitemapsHTML SitemapsError Pages
7. Links, Tweets, Likes & Shares
Links, Tweets, Likes & Shares          SEO Properties of Tweets                       *1++-+#)                      ./0)  ...
Links, Tweets, Likes & Shares      SEO Properties of Facebook Shares                                        !"#$          ...
8. Community
Community    Spread Your Message Across the Web                           3,4%5.,6(/578&                                  ...
9. Analytics
AnalyticsGoogle Analytics
Analytics      Understand Your Website’s Conversion Funnel         !"#$%&($%          )*+,%"-%./$$+$+%          !"01+%2%3*...
10. Test & Improve
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SEO - It Works Even if You Don’t Know How or Why

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  • SEO - It Works Even if You Don’t Know How or Why

    1. 1. SEO - Search engine optimizationIt Works Even if You Don’t Know How or Why 04.08. 2011 // weicht@hakuhodo.de
    2. 2. Why SEO?
    3. 3. Organic vs. Paid Search !"#$%&%()*+,-% !.#$%&%()*+,-%
    4. 4. Click-Through Rate
    5. 5. 1. Make Great Content
    6. 6. Greate Content You Must Become a Hub for Great 9#)6+)!0#!CF9! Content in Your Niche (/+#,2! )$?)!+/+#,! B;!$#2&)?+;! $?)!+)0&+,)! !"#$%#&#%()$*+,% B:0E)! • !"#$%&!()*+,-! K0+&1!2$),&))$0#)! <#=0#2!$#! • !.#/0+12!34$#$0#)! :$#I!?0!$?)!4*E)! #6)! • !56)78+#2!9#*:;)$)! 4&B:$,*=0#)! • !<&:=12$*!>0#?#?! H$#I)!*+!86?2! L04:!1*$:! • !9&?-#=,!@A4+?!>0#?+$B&?0+)! :$#I)!?0!*,-! • !C&*:$?;!D$),&))$0#7.#?+*,=0#! 0?-+! H$I27J-*+2! 0#!K*,B00I! >$?2!*?!,0#/+#,)! F!G#?)!
    7. 7. 2. Make Great Content Accessible
    8. 8. Accessible !"#"$% )))*+,-(*./0("+#1"02$-3(45+-$)+6(57-849(% )))*+,-(*./0.+9:;02$-3(4% )))*+,-(*./0.+9:;0;<=% )))*+,-(*./0>?@AB;<=% )))*+,-(*./0>?.+9B:;C?@AB;<=% &$("% .,D:*76*+,-(*./0>?.+9B:;C?@AB;<=CEF(9@ABG+>(,>H;%
    9. 9. Accessible
    10. 10. 3. Design & Usability
    11. 11. Design & UsabilityUsability BasicsAnalyticsUsability Testing
    12. 12. 4. Keyword Research
    13. 13. Keyword Research !"#$%#&("$#)*+)#%$,-)./$0%#$/"#%#$&/$ &11$2&),$"&3#)./$%+)(#$/"#$#&14$5666%7$
    14. 14. Keyword Research
    15. 15. Keyword ResearchGoogle Adwords
    16. 16. Keyword Research !"#$%&()*+% !"#$%&(#)*+(,"-$.+/& ,-%.*/+001% Best
Keywords: !0(#1&2.(,3#4(&2$&.+(&.-3&56/& !"#$%&2()+% !7#)4(&8&-9&:22.-)&*-$:()./&
    17. 17. Keyword Research !"###$ =##$ %&&()*$+,-*./,0$12-3&4&(5$ %&&()*$+,-*./,0$12,*$6,789$ 6,789:$-80$;**&<,0$-($(/,$+&(,$ +)>?-*,:$-80$;**&<,0$-($(/,$+&(,$ =#$ C#$ %&&()*$6))@$(/,$A*)0B.($6)B*$ %&&()*$6))@$(/,$A*)0B.($6)B*$ G)8<,*&)8$H-(,I$ =$ #J=F$ EF$ !#$ %&&()*$D)B9/($(/,$+)>?-*,$ %&&()*$D)B9/($(/,$+)>?-*,$
    18. 18. 5. Keyword Optimization
    19. 19. Keyword Optimization !"#"$% )(*+,-,./%0"(123%456*$"%7%)("$0"(12389:% )("$0"(12389:%7%)(*+,-,./%0"(123%456*$"% )(*+,-,./%0"(123%456*$"% )(*+,-,./%0"(123;%)(*+,-,./%0"(.;%)("$%0"(123;%)("$%456*$"% )("$0"(12389:% &$("% <=%
    20. 20. Keyword Optimization !"#"$% )))*+,-(*./0("+#1"02$-3(45+-$)+6(57-849(% )))*+,-(*./0.+9:;02$-3(4% )))*+,-(*./0.+9:;0;<=% )))*+,-(*./0>?@AB;<=% )))*+,-(*./0>?.+9B:;C?@AB;<=% &$("% .,D:*76*+,-(*./0>?.+9B:;C?@AB;<=CEF(9@ABG+>(,>H;%
    21. 21. Keyword Optimization !"#$%&()*+),-.),/&*01."(),&") (1&2&*(*+3-#)$"--)4%&&"-,.") $*.5)5*35"&)&,+6*+3()
    22. 22. Keyword Optimization !"#$%&()*+),-./)012()1&")+%0) 31&45671&7#)$"77)5%&&"710") $*08)8*28)&1+9*+2(:);60)<1#) 3&%=*")(%<":)<*+%&)=176">)
    23. 23. 6. Search Engine Tools & Protocols
    24. 24. Search Engine Tools & ProtocolsGoogle Webmaster Toolwoorank.comXML SitemapsHTML SitemapsError Pages
    25. 25. 7. Links, Tweets, Likes & Shares
    26. 26. Links, Tweets, Likes & Shares SEO Properties of Tweets *1++-+#) ./0) !%*$2.%*+4"%;:",8+4%2#3$+<$ !%*$0"#1$%247%6$ %*$%&-#7$84(+#$,2=4(6$ /+-1++-2) !8+(("90$("7#20$%*2%$2$0"#1:$ %&%$"($,+4$",8+4%2#%6$ !"##$"%&%()*+,-) !"#$%&%()$%*"($(+,-,($ (,($.(/$0"1$2#3*+4$%5%6$
    27. 27. Links, Tweets, Likes & Shares SEO Properties of Facebook Shares !"#$ !"#$%&()%"*+,$"-% %&()*$ !#./%0*(1%23$+3%#*4$% 3#*+$5%"#$%&()-%
    28. 28. 8. Community
    29. 29. Community Spread Your Message Across the Web 3,4%5.,6(/578& 9:;& :+/("& !"#$%&&!"#$$()$& 8,%,/0<@5=@(-,&7/F,0%& G)>#$0/F@(<%& *#++,)-&./01,2)$& 9#<(/"&3,-4#01%& ;)"(),&D(6,#& !"#$%"&()*+,-!"./ =,E()/0%& C#0?+%& HC()6&I#?0&B?6(,)<,&;0$/)(</""J&#)&-@,&=,EK& L#<?+,)-&9@/0()$& 9#<(/"&!##1+/01()$& =#06&#>&.#?-@& L(0,<-58,>,00()$&M()1%& 7#6</%2)$& http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html NJF,OG)&N0/P<& AB&9(-,%&
    30. 30. 9. Analytics
    31. 31. AnalyticsGoogle Analytics
    32. 32. Analytics Understand Your Website’s Conversion Funnel !"#$%&($% )*+,%"-%./$$+$+% !"01+%2%3*1$45"6+% !"#$ !%#$ !"7$-0889:%,/*+%#$6+%% 40+,"#$1%*+%("*6(%,"% 4"#$%;09%+"#$%4/$$+$<%
    33. 33. 10. Test & Improve

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