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Can you buy
SEO-success?
The most important
differences between
success and failure in
practice.
27. Oktober 2011
Hanns Kronenberg




                         1
Personal information
•   Hanns Kronenberg
    Study of Business Economics with an emphasis on Marketing & Statistics
    at the Westfälischen Wilhelms-Universität Münster

    1996 – 2000 Productmanagement and Business Development for TV-
    platforms (RTL-Group, Deutsche Telekom)

    2000 – 2007 Productmanagement, Business Development and SEO for
    Internet-platforms (Tomorrow Focus, muenchen.de, meinestadt.de)

    2007–2011 independent SEO-consultant

    Since 2011 Head of Product Management SISTRIX



                                                                             2
Content
1. SEO: Dream and Reality

2. The propper understanding of SEO

3. Inertia and Force

4. The right setup for successful SEO




                                        3
SEO: Dream and Reality
                         4
seobook.de survey: The world’s greatest SEO-mistakes
                                (Top 8 worst On-Page mistakes)




Source: http://www.seo-book.de/allgemein/auswertung-die-grosten-seo-fehler-der-welt, 26. Oktober 2011, n=93)




                 The most harmful On-Page
                 SEO-mistakes as per survey
                                                                                                               5
seobook.de survey: The world’s greatest SEO-mistakes
                                (Top 8 worst Off-Page mistakes)




Source: http://www.seo-book.de/allgemein/auswertung-die-grosten-seo-fehler-der-welt, 26. Oktober 2011, n=73)




                 The most harmful Off-Page
                 SEO-mistakes as per survey
                                                                                                               6
The real question
is this:

Why do so many
websites make the
same mistakes,
even though good
SEOs know them?
                    7
Why do these
mistakes show
up even for
websites that
have a SEO-
consultant or
inhouse-SEO?

                8
Are there just not
enough good
SEOs out there?



                     9
The typical SEO-
mistakes are
symptoms but
not the actual
reason for a lack
of SEO-success

                    10
The main reason for a lack of SEO-success is a
faulty understanding of SEO within the company
                                                  11
„Men willingly
believe what they
wish.“
Gaius Julius Caesar




                      12
Would you
  believe the
  following?

  „Get slim:
Get your beach
body in just six
   weeks!“
                   13
Would you
   believe the
   following?

„Finally full, dense
hair! Rapidly fight
     hair loss“
                       14
Then please do not trust in adds such as this!
Promising you “peace of mind” for a fixed fee
                                                 15
Peace of mind???
Does not sound as if someone wants to be
              successful!




  Then please do not trust in adds such as this!
  Promising you “peace of mind” for a fixed fee
                                                   15
Many businesses
will just quiet their
 conscience: “Of
  course we do
 SEO. We hired
     an outside
       agency.

                        16
„If fools went not to market, bad ware would
                 not be sold.“
                  English proverb


                                               17
The proper understanding of SEO
                                  18
Can Seo-success be bought?




                             19
1) What is SEO?



   Can Seo-success be bought?




                                19
1) What is SEO?



   Can Seo-success be bought?


        2) What is success?

                                19
1) What is SEO?
                  3) How do you define
                         “buy”?

   Can Seo-success be bought?


        2) What is success?

                                   19
1. What is SEO?
 The sum of all measures taken, in order to increase
 the profitability of a website by purposefully
 increasing the visitors to that website through the
 organic results on the result’s pages of
 searchengines




                                                       20
1. What is SEO?
Content Quality           Load-Times
Informationarchitecture (IA) Linkbuilding
Usability Technical SEO Conversion
Snippet-Optimization Universal Search
Keywordselection Social Media        etc.

                                       21
SEO has a cross-
   departmental
 function and will
touch upon many
 different parts of
   the company



                      22
2. What is success?

    For Brand-websites:
  Becoming the long-term
     SEO-Brand-leader
 for a certain segment or a
        specific niche

                      Please note:
There are also successful SEO-strategies designed for
  a short-term profit-maximization, though these are
      usually not a good fit for brand-websites.

                                                        23
SEO-success means top-rankings for a
    number of relevant keywords
                                       24
3. How do you
define “buy” ?


      Outsourcing:
 Having (all) of your SEO-
work done by a thrid-party
 contractor like an SEO-
agency or a webdesigner


                             25
Common problems when
outsourcing all of your SEO
 lack of involvement of all the relevant departments
 insufficient implementation of SEO-measures
 the quality can only be influenced indirectly
 dependence on third-party contractors
 loss of internal know-how



                                                       26
Just install a
    SEO!




SEO is not an “accessory”, that you
      can just have installed
                                      27
SEO is not magic and does not use
           secret tricks
                                    28
Just like Fitness, SEO-success can only
be achieved through active participation
                                       29
YouTube Video (click me)

SEO-success is teamwork, Heart’s
blood, as well as constant and hard
                work
                                      30
Inertia and Force
                    31
To get better rankings, you need to
 change old methods of operation
                                      32
To achieve change, you first need to
  overcome a companies’ inertia
                                       33
Law of Inertia:
  Inertia is the tendency of an object to
resist a change in motion, as long as no
 outside force is exerted. The larger the
   inert mass of an object, the less this
object is affected in its movement by an
                outside force.
                                            34
The difference between Seo-
success and -failure is often the
 relationship of force to inertia
                                    35
David versus Goliath




 This is the simple reason why (small)
internet-businesses often win against
        (large) offline-companies
                                           36
4. The right setup for
   successful SEO
                         37
9 steps




          38
1. SEO-Expert
(competence promoter)
 inhouse-SEO and/or
 external SEO-consultant
 specialist knowledge
 regularly available
 clever, motivated,
 responsible, willing to learn


                                 39
2. Top-Manager
(power promoter)
 top-management or business
 unit manager
 overcoming of barriers either
 hierarchically (with orders) or
 through the market (with
 incentives)
 understands SEO


                                   40
3. Inclusion of everyone involved
                                    41
4. SEO-controlling
 Controlling for success, tracking and analyzing of key-values
 Benchmarking and analyzing the competition


                                                                 42
5. Goals
 ambitious but realistic
 Let successful
 competitors act as a
 guide to you




                           43
6. Budget
 allocate sufficient funds
 to be able to reach the
 goals that are set
 use cost-benefit
 evaluations to analyse
 measures and justify
 your budgets


                             44
7. Heart’s blood
 You will need a lot
 this makes the
 difference between a
 small and a large
 success




                        45
8. External
   Consultants
 chose those external
 consultants that will add
 momentum to the
 company, not those
 that will keep it static
 reserve parts of the
 budgets for specialists
 and second opinions


                             46
9. Calculate risks
 do not try to be smarter
 than Google
 for brand-websites, try
 to make Google’s goals
 your own (return the
 best results for your
 users)


                            47
The rest will come to you naturally
                                      48
Blog: www.sistrix.com/blog/
  Twitter: @HannsKronenberg
E-Mail: h.kronenberg@sistrix.com



                                   49

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Can you buy 
SEO-success? The most important differences between success and failure in practice.

  • 1. Can you buy SEO-success? The most important differences between success and failure in practice. 27. Oktober 2011 Hanns Kronenberg 1
  • 2. Personal information • Hanns Kronenberg Study of Business Economics with an emphasis on Marketing & Statistics at the Westfälischen Wilhelms-Universität Münster 1996 – 2000 Productmanagement and Business Development for TV- platforms (RTL-Group, Deutsche Telekom) 2000 – 2007 Productmanagement, Business Development and SEO for Internet-platforms (Tomorrow Focus, muenchen.de, meinestadt.de) 2007–2011 independent SEO-consultant Since 2011 Head of Product Management SISTRIX 2
  • 3. Content 1. SEO: Dream and Reality 2. The propper understanding of SEO 3. Inertia and Force 4. The right setup for successful SEO 3
  • 4. SEO: Dream and Reality 4
  • 5. seobook.de survey: The world’s greatest SEO-mistakes (Top 8 worst On-Page mistakes) Source: http://www.seo-book.de/allgemein/auswertung-die-grosten-seo-fehler-der-welt, 26. Oktober 2011, n=93) The most harmful On-Page SEO-mistakes as per survey 5
  • 6. seobook.de survey: The world’s greatest SEO-mistakes (Top 8 worst Off-Page mistakes) Source: http://www.seo-book.de/allgemein/auswertung-die-grosten-seo-fehler-der-welt, 26. Oktober 2011, n=73) The most harmful Off-Page SEO-mistakes as per survey 6
  • 7. The real question is this: Why do so many websites make the same mistakes, even though good SEOs know them? 7
  • 8. Why do these mistakes show up even for websites that have a SEO- consultant or inhouse-SEO? 8
  • 9. Are there just not enough good SEOs out there? 9
  • 10. The typical SEO- mistakes are symptoms but not the actual reason for a lack of SEO-success 10
  • 11. The main reason for a lack of SEO-success is a faulty understanding of SEO within the company 11
  • 12. „Men willingly believe what they wish.“ Gaius Julius Caesar 12
  • 13. Would you believe the following? „Get slim: Get your beach body in just six weeks!“ 13
  • 14. Would you believe the following? „Finally full, dense hair! Rapidly fight hair loss“ 14
  • 15. Then please do not trust in adds such as this! Promising you “peace of mind” for a fixed fee 15
  • 16. Peace of mind??? Does not sound as if someone wants to be successful! Then please do not trust in adds such as this! Promising you “peace of mind” for a fixed fee 15
  • 17. Many businesses will just quiet their conscience: “Of course we do SEO. We hired an outside agency. 16
  • 18. „If fools went not to market, bad ware would not be sold.“ English proverb 17
  • 20. Can Seo-success be bought? 19
  • 21. 1) What is SEO? Can Seo-success be bought? 19
  • 22. 1) What is SEO? Can Seo-success be bought? 2) What is success? 19
  • 23. 1) What is SEO? 3) How do you define “buy”? Can Seo-success be bought? 2) What is success? 19
  • 24. 1. What is SEO? The sum of all measures taken, in order to increase the profitability of a website by purposefully increasing the visitors to that website through the organic results on the result’s pages of searchengines 20
  • 25. 1. What is SEO? Content Quality Load-Times Informationarchitecture (IA) Linkbuilding Usability Technical SEO Conversion Snippet-Optimization Universal Search Keywordselection Social Media etc. 21
  • 26. SEO has a cross- departmental function and will touch upon many different parts of the company 22
  • 27. 2. What is success? For Brand-websites: Becoming the long-term SEO-Brand-leader for a certain segment or a specific niche Please note: There are also successful SEO-strategies designed for a short-term profit-maximization, though these are usually not a good fit for brand-websites. 23
  • 28. SEO-success means top-rankings for a number of relevant keywords 24
  • 29. 3. How do you define “buy” ? Outsourcing: Having (all) of your SEO- work done by a thrid-party contractor like an SEO- agency or a webdesigner 25
  • 30. Common problems when outsourcing all of your SEO lack of involvement of all the relevant departments insufficient implementation of SEO-measures the quality can only be influenced indirectly dependence on third-party contractors loss of internal know-how 26
  • 31. Just install a SEO! SEO is not an “accessory”, that you can just have installed 27
  • 32. SEO is not magic and does not use secret tricks 28
  • 33. Just like Fitness, SEO-success can only be achieved through active participation 29
  • 34. YouTube Video (click me) SEO-success is teamwork, Heart’s blood, as well as constant and hard work 30
  • 36. To get better rankings, you need to change old methods of operation 32
  • 37. To achieve change, you first need to overcome a companies’ inertia 33
  • 38. Law of Inertia: Inertia is the tendency of an object to resist a change in motion, as long as no outside force is exerted. The larger the inert mass of an object, the less this object is affected in its movement by an outside force. 34
  • 39. The difference between Seo- success and -failure is often the relationship of force to inertia 35
  • 40. David versus Goliath This is the simple reason why (small) internet-businesses often win against (large) offline-companies 36
  • 41. 4. The right setup for successful SEO 37
  • 42. 9 steps 38
  • 43. 1. SEO-Expert (competence promoter) inhouse-SEO and/or external SEO-consultant specialist knowledge regularly available clever, motivated, responsible, willing to learn 39
  • 44. 2. Top-Manager (power promoter) top-management or business unit manager overcoming of barriers either hierarchically (with orders) or through the market (with incentives) understands SEO 40
  • 45. 3. Inclusion of everyone involved 41
  • 46. 4. SEO-controlling Controlling for success, tracking and analyzing of key-values Benchmarking and analyzing the competition 42
  • 47. 5. Goals ambitious but realistic Let successful competitors act as a guide to you 43
  • 48. 6. Budget allocate sufficient funds to be able to reach the goals that are set use cost-benefit evaluations to analyse measures and justify your budgets 44
  • 49. 7. Heart’s blood You will need a lot this makes the difference between a small and a large success 45
  • 50. 8. External Consultants chose those external consultants that will add momentum to the company, not those that will keep it static reserve parts of the budgets for specialists and second opinions 46
  • 51. 9. Calculate risks do not try to be smarter than Google for brand-websites, try to make Google’s goals your own (return the best results for your users) 47
  • 52. The rest will come to you naturally 48
  • 53. Blog: www.sistrix.com/blog/ Twitter: @HannsKronenberg E-Mail: h.kronenberg@sistrix.com 49

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