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Semantik

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Mein Vortrag auf der SMX München 2014 zum Thema: Was alles so zum Begriff "Semantik" gehört. Mehr dazu auch auf www.seo-book.de

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Semantik

  1. 1. (not provided)! oder! Wie man Keywords einen Sinn geben kann.
  2. 2. Nur ganz kurz… Eric Kubitz Geschäftsführer technisches SEO, Beratung, Seminare ek@contentmanufaktur.net ! www.contentmanufaktur.net www.seo-book.de ! ! LEHRTÄTIGKEIT: DHBW Ravensburg Hochschule Augsburg Burda Journalistenschule Akademie der Bayerischen Presse Deutsche Journalistenschule München Konferenzen (SMX, SEOkomm, SEO Campixxx) ! PUBLIKATIONEN: Video-Training „Suchmaschinen Optimierung“ Galileo Press Lead Digital, Screen Guide, t3n, Webstandards Magazin Blogs: seo-book.de, contentman.de ! ZUVOR: Redakteur und Autor: Wiwo, SZ, Stern, Woche, connect u.a. Volontär „Stuttgarter Nachrichten“ Studium „Wirtschaftswissenschaften“
  3. 3. Was nun? Was will uns Google damit sagen?
  4. 4. Was nun? Was will uns Google damit sagen? „Things, not Strings“
  5. 5. Die Branche reagiert… Strings Things
  6. 6. Klingt kompliziert
  7. 7. Ein paar Ideen dazu ‣Synonyme & Co. ‣Ngram, Kookkurrenzen ‣WDF*IDF ‣Entitäten ‣Suchmotivation ‣User-Fragen
  8. 8. Synonyme & Co Die Suche nach dem richtigen Wort.
  9. 9. Synonyme & Co Synonym eine Bedeutung, zwei Wörter bedeutungsverwandt, bedeutungsähnlich, bedeutungsgleich, gleichbedeutend, sinnähnlich, sinngleich Antonyme gegensätzliche Bedeutung „antonym“ ist ein Antonym für „synonym“ Hyperonym Oberbegriff zu einem Begriff „Online Marketing“ ist ein Hyperonym zu „Suchmaschinenoptimierung“ Kohyponym einer von mehreren Unterbegriffen eines Begriffs „Technical SEO“ ist ein Kohyponym zu „Suchmschinenoptimierung“ Homonym Ein Wort, zwei (oder mehr) Bedeutungen „Bank“ ist ein Homonym für „Geldinstitut“ und „Sitzbank“ … … …
  10. 10. Synonyme & Co ‣Die User besser verstehen ‣Dort sein, wo sie hin wollen ‣Sag es treffender ‣In welcher Kategorie sind wir gerade? Anwendung
  11. 11. Synonyme & Co Tools
  12. 12. Synonyme & Co Tools
  13. 13. Ngram, Kookkurenzen Die Suche nach Sinnzusammenhängen dem
 gehäuften Auftreten von Wörtern in Sätzen Wortgruppen.
  14. 14. Ngram, Kookkurenzen Gesucht wird die Wahrscheinlichkeit, wie wahrscheinlich auf eine bestimmte Wortreihenfolge ein bestimmtes Wort folgt. ! Ngram ‣Die Bayern haben am vergangenen Samstag [?????]
  15. 15. Ngram, Kookkurenzen Gesucht wird das gemeinsame Auftreten von z.B. zweier Wörter in einem Satz (oder Absatz o.ä.). Dies kann den Sinn entschlüsseln. ! Kookkurenzen ‣Ich gehe zur Bank. ‣Ich sitze auf der Bank.
  16. 16. Ngram, Kookkurenzen ‣Natürliche Verwendung von Wörtern im Zusammenhang ‣Schutz vor Spam ‣Interessante Verbindungen / Themensuche Anwendung
  17. 17. Ngram, Kookkurenzen Tools Webabfrage WebServices Anwendungen
  18. 18. WDF*IDF Die Suche nach inhaltlichen Zusammenhängen.
  19. 19. WDF*IDF onpage.org
  20. 20. WDF*IDF searchmetrics.com
  21. 21. WDF*IDF ‣Zusammenstellung von Themen/ Kapiteln eines Beitrags ‣Kurzrecherche: Was schreiben die Anderen? Anwendung
  22. 22. Entitäten Worum handelt es sich bei einem Wort?
  23. 23. Entitäten Max Mustermann Brandenburger Tor iPhone
  24. 24. Entitäten ‣Strukturierte Datenübergabe ‣„Einsortierung“ von Begriffen und damit auch von ganzen Texten/Seiten Anwendung
  25. 25. Entitäten Tool
  26. 26. Suchmotivation Suche nach dem Ziel des Users.
  27. 27. Suchmotivation Do Know Go Action intent Information intent Navigation intent Kaufen, Downloaden, Blumen verschicken u.s.w. Informieren User hat eine bestimmte Webseite als Ziel „Flowers“, „download Adobe Reader“, [produktname] „How to remove candle wax from carpet“, „Switzerland“ „Youtube“, „Apple Support“
  28. 28. Suchmotivation Do Know Go
  29. 29. Suchmotivation
  30. 30. Suchmotivation Informational Web Transactional Web Navigational Web
  31. 31. Suchmotivation Mobile „do“, „know“, „go“ Aktuell vs. haltbar Universal Search (Images,Video, Shopping Maps) Shorttail vs. Longtail Wettbewerb DAS WORT Local?
  32. 32. Suchmotivation ‣Einordnung der eigenen Seiten. ‣Klare Ausrichtung darauf. ‣Entsprechende Wortwahl und Wahl der Beitragsart. Anwendung
  33. 33. User-Fragen Was interessiert die User?
  34. 34. User-Fragen https://www.google.de/cse/?hl=de
  35. 35. Suchmotivation ‣Naja. Die Fragen beantworten!!! Anwendung
  36. 36. Suchmotivation Tools KarlsCORE Public
  37. 37. Ach ja…
  38. 38. Eines noch… Strings Things
  39. 39. Elisabeth Matejka Geschäftsführerin redaktionelles SEO, Beratung, Seminare em@contentmanufaktur.net ! Eric Kubitz Geschäftsführer technisches SEO, Beratung, Seminare ek@contentmanufaktur.net ! www.contentmanufaktur.net www.seo-book.de

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