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SEO-Controlling und SEO-Kennzahlen

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SEO-Controlling: Key Performance Indicators (KPI) für SEOs

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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SEO-Controlling und SEO-Kennzahlen

  1. 1. SEO-Controlling Key Performance Indicators (KPI) für SEOs Hanns Kronenberg Irgendwie und SEO – Die Jubiläums-Konferenz-Party 10. September 2010 1
  2. 2. Wer ist das? Hanns Kronenberg Studium der Betriebswirtschaftslehre mit den Schwerpunkten Marketing & Statistik an der Westfälischen Wilhelms-Universität Münster 1996–2000 Produktmanagement und Business Development für TV- Plattormen (RTL-Gruppe, Deutsche Telekom) 2000-2007 Produktmanagement, Business Development und SEO für Internet-Plattformen (Tomorrow Focus, muenchen.de, meinestadt.de) seit Ende 2007 selbständiger SEO-Berater 2
  3. 3. Inhalt 1. Kurze Einführung Kennzahlen und Kennzahlensysteme 2. Versuch: Erstellung eines SEO-Kennzahlensystems 3. Fünf Thesen zu SEO-Kennzahlen 4. Tipps für die Arbeit mit SEO-Kennzahlen in der Praxis 3
  4. 4. 1. Kurze Einführung Kennzahlen und Kennzahlensysteme 4
  5. 5. Aufgaben SEO-Controlling Informationsfunktion Kontrollfunktion bzw. Überwachungsfunktion Steuerungsfunktion 5
  6. 6. Kennzahlen und Kennzahlen- systeme Unverzichtbares Hilfsmittel, um Messen, Kontrollieren und Steuern von SEO-Maßnahmen überhaupt durchführen zu können 6
  7. 7. Beispiel: Überwachung der Anzahl indexierter Seiten 7
  8. 8. SISTRIX Sichtbarkeitsindex Sichtbarkeitsindex: Relaunch Rückgang um 11,1 Punkte von 42,7 Punkte auf 31,6 Punkte (-26 %) Anzahl indexierter Seiten Indexierte Seiten: 4,8 Mio. Indexierte Seiten: 2,8 Mio. Indexierte Seiten: 1,8 Mio. 26% Verlust im Sichtbarkeitsindex durch internen Duplicate Content 8
  9. 9. Was ist ein Kennzahlensystem? 9
  10. 10. Kennzahlensysteme gibt es in der Wirtschaft schon seit über 90 Jahren 10
  11. 11. Oberziel Unterziel x : : - + - + + Das DuPont-Kennzahlensystem Rechnerische Verknüpfung mehrerer Kennzahlen zu einem Kennzahlensystem (1919 von dem amerikanischen Chemie-Konzern DuPont entwickelt) 11
  12. 12. 2. Versuch: Erstellung eines SEO-Kennzahlensystems 12
  13. 13. Klassisches SEO-Ziel - Deckungsbeitrag I - (Nettoerlös - Produktkosten): Starker Einfluss von Nicht- SEO-Faktoren (z.B. Conversion Rate, x Geschäftsmodell der Website, Vertrieb usw.) Kennzahlensystem „Gewinn SEO“ Rechnerische Verknüpfung mehrerer Kennzahlen zu einem Kennzahlensystem DB = Deckungsbeitrag 13
  14. 14. Legende Kennzahlensystem „SEO“ Logische Verknüpfung mehrerer Kennzahlen zu einem Kennzahlensystem (Beispiel mit den Datenquellen Google Analytics. Google Webmaster-Tools und SISTRIX Toolbox) 14
  15. 15. 3. Fünf Thesen zu SEO-Kennzahlen 15
  16. 16. SEO-Tools (z.B. SISTRIX Toolbox, Searchmetrics, SEOlytics) schließen mit neuen Kennzahlen wichtige Informationslücken und ermöglichen eine zunehmende Professionalisierung im Bereich SEO. 16
  17. 17. Es besteht großer Bedarf an weiteren SEO-Kennzahlen und einer Weiterentwicklung der bestehenden SEO-Tools. 17
  18. 18. Es besteht auch Bedarf an der automatisierten Zusammenführung der Daten aus mehreren Quellen (z.B. Analytics, Webmaster-Tools und Toolbox) in ein gemeinsames Kennzahlensystem (Kennzahlen-Cockpit). 18
  19. 19. SEO-Kennzahlen lassen sich überwiegend logisch (Ursache- Wirkungszusammenhang), aber selten rechnerisch miteinander verknüpfen. 19
  20. 20. Aufgrund teilweise fehlender SEO- Kennzahlen und logischer, aber nicht rechnerischer Verknüpfungen, behalten Erfahrung und „Bauchgefühl“ eine weiterhin hohe Bedeutung im Bereich SEO. 20
  21. 21. 4. Tipps für die Arbeit mit SEO-Kennzahlen in der Praxis 21
  22. 22. Beispiel: Ursachen mit Hilfe von Kennzahlen eingrenzen und identifizieren 22
  23. 23. Pha se 2 e1 P has Sichtbarkeitsindex: Sichtbarkeitsindex: Anstieg um 54,9 Punkte von Rückgang um 39,5 Punkte von 39,1 Punkte auf 94,0 Punkte 94,0 Punkte auf 54,5 Punkte (+140 %) (-42 %) Entwicklung Sichtbarkeitsindex muenchen.de 23
  24. 24. www.muenchen.de se 1 Phas Pha e2 branchenbuch.portal.muenchen.de Eine Sub-Domain erklärt zu einem großen Teil die Gesamtentwicklung 24
  25. 25. SEO-Kennzahlen für einzelne Segmente der Website verwenden Kennzahlen gesondert auch für Sub- Domains und Verzeichnisse ermitteln Ursachen können oftmals schneller eingegrenzt und identifiziert werden es ist eine viel genauere Steuerung der Ziele und SEO-Maßnahmen für eine Website möglich 25
  26. 26. Schlecht geeignet für SEO-Kennzahlen nach Segmenten www.domain.de/keyword.html www.domain.de/verzeichnis/keyword.html Gut geeignet für SEO-Kennzahlen nach Segmenten Auswertung von Segmenten beim URL-Design berücksichtigen 26
  27. 27. Segement-Kennzahlen mit der SISTRIX Toolbox ermitteln SEO-Modul > Verzeichnisse & URLs Sichtbarkeitsindex Verzeichnisse und Hostnamen Anzahl Keywords mit Rankings Keywords Verteilung Rankings Monitoring-Modul Anzahl indexierter Seiten 27
  28. 28. Beispiel sueddeutsche.de Beispiel: Sichtbarkeitsindex der größten Verzeichnisse 28
  29. 29. Blog: seo-strategie.de/blog/ Twitter: @HannsKronenberg E-Mail: k@seo-strategie.de 29

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