SEO & SEM - Beau Rivage Palace

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Philipp Sauber, INM AG, philipp.sauber@inm.ch

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SEO & SEM - Beau Rivage Palace

  1. 1. Einführung<br />Online-Marketing andCommunication<br />
  2. 2. Einführung<br />Philipp Sauber @ INM AG<br />CEO & Partner<br />Tutor @ HWZ for Online Marketing and Communication<br />
  3. 3. Einführung<br />INM AG – inm.ch<br />Creationanddevelopmentof innovativ online marketingsolutionswithstateofthearttechnologies<br /><ul><li>50 Employees
  4. 4. Since 1995
  5. 5. Zürich & Wetzikon</li></li></ul><li>SEO<br />Wheredoes SEO takeplace?<br />Example: Delux Hotel<br />SEO – SearchEngingeOptimization<br />
  6. 6. SEO<br /><ul><li>Beispiel Suchmaschinen Optimieren</li></ul>SEO – SearchEngingeOptimization<br />
  7. 7. SEO<br />SEO<br />
  8. 8. SEO<br />SEO<br />
  9. 9. SEO<br />SEO<br />Whatmakes a good online marketinginstrument?<br />
  10. 10. SEO<br />SEO<br />Reach<br />Image<br />Quality<br />Returningvisits<br />Quantity<br />Time on site<br />
  11. 11. SEO<br />How do SearchEngineswork? <br />Indexing<br /><ul><li>Spiders
  12. 12. Howgoodisyoursiteindexed? site:http://www.url.xx</li></li></ul><li>SEO<br />How do SearchEngineswork? <br />Indexing<br />Hurdles<br /><ul><li>JavaScript (example BMW)
  13. 13. Navigation
  14. 14. Flash
  15. 15. Frames</li></ul>Cache function<br /><ul><li>inm.ch</li></li></ul><li>SEO<br />
  16. 16. SEO<br />On-Page optimization<br /><ul><li>Usetherightkeywords
  17. 17. Metatags andtitle
  18. 18. Content
  19. 19. Technical aspects</li></li></ul><li>SEO<br />On-Page optimization<br />Keyword Analysis<br /><ul><li>Getasmanyasyoucan find
  20. 20. Run an AdWordscampaign
  21. 21. Quality vsquantity - Longtail</li></li></ul><li>SEO<br />On-Page optimization<br />Metatags and title<br /><ul><li>Free advertisement
  22. 22. Length matter</li></li></ul><li>SEO<br />On-Page optimization<br />Metatags and title<br /><ul><li>Bad example</li></li></ul><li>SEO<br />Off-Page optimization<br />Links (backlinks, inbound links)<br /><ul><li>Word ofmouth
  23. 23. Whatmakes a good Link?</li></ul>PR<br />Link from a keyword<br />Techniclycorrect link<br />Content relevance<br />Balance text/links<br />
  24. 24. SEO<br />On-Page optimization<br />Links (backlinks, inbound links)<br />1) Googles PageRank<br />
  25. 25. SEO<br />Off-Page optimization<br />Links (backlinks, inbound links)<br />2) Link from a keyword<br /><ul><li>Not from URL, „company“, „Homepage“</li></li></ul><li>SEO<br />Off-Page optimization<br />Links (backlinks, inbound links)<br />3) Techniclycorrect link<br /><ul><li>„follow“ or „nofollow“ Link</li></li></ul><li>SEO<br />Off-Page optimization<br />Links (backlinks, inbound links)<br />4) Content relevance<br /><ul><li>Sitewithbought links
  26. 26. Site - anotherone</li></li></ul><li>SEO<br />Off-Page optimization<br />Links (backlinks, inbound links)<br />5) Balance text/links<br /><ul><li>example</li></li></ul><li>SEO<br />Off-Page optimization<br />Links (backlinks, inbound links)<br /><ul><li>A goodexample: internet-shopping.ch
  27. 27. PR4
  28. 28. Links fromKeyword
  29. 29. Follow-Link
  30. 30. Content relevant
  31. 31. Goodbalancetext/links
  32. 32. Result: Hochschule
  33. 33. Bad exampl:
  34. 34. Local.ch</li></li></ul><li>SEO<br />Tools<br /><ul><li>http://www.seitwert.de(General testingservice)
  35. 35. http://www.linkdiagnosis.com (Backlinkdiagnosis)
  36. 36. http://www.google.ch (Site , Cache)
  37. 37. http://www.w3.org (CSS and HTML Validation)
  38. 38. http://www.alexa.com (Web Traffic)
  39. 39. http://www.google.ch/trends (Google Trends)</li></li></ul><li>SEM/ AdWords<br />AdWords<br />
  40. 40. SEM/ Adwords<br />AdWords<br />Reach<br />Image<br />Quality<br />Returningvisits<br />Quantity<br />Time on site<br />
  41. 41. SEM/ AdWords<br />AdWords<br />Whereareadwordsdisplayed?<br /><ul><li>Last Minute</li></li></ul><li>SEM/ AdWords<br />Google AdWords<br />Howdo AdWordswork?<br /><ul><li>Text banner
  42. 42. Keyword relevant
  43. 43. Costs per clickCPC vs CPM
  44. 44. Eachkeywordhasitsoneprice
  45. 45. Auctionmethod
  46. 46. Threecomponents
  47. 47. Title
  48. 48. Description
  49. 49. URL</li></li></ul><li>SEM/ AdWords<br />Google AdWords<br />Howdo AdWordswork?<br />Advantages <br /><ul><li>User definethekeyword (<> Banner)
  50. 50. Relevanceisgiven
  51. 51. Youcandefinecosts, time andregion
  52. 52. Impressionsareforfree
  53. 53. Affordableforsmallbusinesses</li></li></ul><li>SEM/ AdWords<br />Google AdWords<br />Whatmakes a goodAdWord?<br />
  54. 54. SEM/ AdWords<br />Google AdWords<br />Whatmakes a goodAdWord?<br /><ul><li>Keywordisincluded in text
  55. 55. Attractivlywritten
  56. 56. Company nameshouldbeincluded
  57. 57. URL shouldcontainkeyword
  58. 58. Link tositewithkeyword
  59. 59. Notebook</li></li></ul><li>SEM/ AdWords<br />AdWords<br />Start yourowncampaign<br /><ul><li>https://adwords.google.ch</li></li></ul><li>SEM/ AdWords<br />AdWords<br />Example<br /><ul><li>Title: 25 characters
  60. 60. 2 textlines: 35 characters
  61. 61. Display URL: 35 characters
  62. 62. Target URL: Landingpage</li>

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