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SEOkomm: Linkbuilding, PR und Content Marketing

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Zusammen mit Nicole Mank habe ich über die Synergien von Linkbuilding, PR und Content Marketing gesprochen.

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that 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 that 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 That 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 That 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 that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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SEOkomm: Linkbuilding, PR und Content Marketing

  1. 1. Linkbuilding, Content Marketing und PR-Arbeit: Abgrenzung und Symbiose Eric Kubitz, Contentmanufaktur GmbH Nicole Mank, web-netz GmbH SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 1
  2. 2. Eric Kubitz Geschäftsführer technisches SEO, Beratung, Seminare ek@contentmanufaktur.net www.contentmanufaktur.net Publikationen: o Video-Training „Suchmaschinen Optimierung“ Galileo Press o Lead Digital o Screen Guide, t3n, Webstandards Magazin o seo-book.de, contentman.de Lehrtätigkeit: o DHBW Ravensburg o Hochschule Augsburg o Burda Journalistenschule o Akademie der Bayerischen Presse o Speaker: SMX, SEOkomm, SEO Campixx SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 2
  3. 3. Nicole Mank SEO Manager OnPage-SEO, Beratung, Seminare mank@web-netz.de www.web-netz.de Publikationen: o Onlinemarketing.de o Website-Boosting o SEO-United o … (tbc) SEO-Vita: o 4 Jahre „SEO“ o 1st SEO-Newcomer 2012 o 3rd SEOin 2013 o SEO u.a. für Casio und Rosenthal sowie viele KMU o Freundin von Langzeit-OM-Strategien und sauberem OnPage-SEO SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 3
  4. 4. Agenda o Linkbuilding o PR o Content Marketing o Symbiose-Effekte SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 4
  5. 5. Linkbuilding MACHEN DAS NUR SEOS? SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 5
  6. 6. Was ist Linkbuilding? „Linkaufbau (auch Linkbuilding genannt) beschreibt die absichtliche Erhöhung der Anzahl und Qualität von Backlinks, d. h. Links, die auf eine Webseite verweisen. Der Linkaufbau ist dem Bereich der Suchmaschinenoptimierung (SEO) zuzuordnen." (wikipedia, 2014) SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 6
  7. 7. Warum braucht man Links? Linkbuilding bis vor 3 Jahren o Der, mit den meisten Keywordlinks gewinnt o Quantität statt Qualität Linkbuilding heute o Der, mit den meisten Keywordlinks bekommt auf die Fresse o Qualität statt Quantität o Linkkauf ist „Out“ o Linkbaits sind nicht skalierbar genug Linkbuilding morgen? SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 7
  8. 8. Warum braucht man Links? Linkbuilding morgen? o Yandex arbeitet bei kommerziellen Suchanfragen neuerdings komplett ohne Links o Nutzerverhalten als grundlegende Metrik etabliert o Geht das auch für Google?  Ein guter Link bringt Traffic!  Ein guter Link ist eine echte Empfehlung!  Ein guter Link sorgt für die entsprechenden Nutzersignale! SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 8
  9. 9. Pinguin und manuelle Abstrafungen Apropos auf die Fresse…. SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 9
  10. 10. Gängige Linkbuildingmaßnahmen SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 10 o Linkkauf o Linktausch o Free Links o Linkbaits o Broken Links o Blogger-Outreach o Gastartikel o Widgets o Content Marketing o PR
  11. 11. PR VON WEGEN „ALTER SCHEISS“... SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 11
  12. 12. Was ist PR? „Public Relations ist die Kunst, durch das gesprochene oder gedruckte Wort, durch Handlungen oder durch sichtbare Symbole für die eigene Firma, deren Produkt oder Dienstleistung eine günstige öffentliche Meinung zu schaffen.“ (Carl Hundhausen, 1937) SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 12
  13. 13. Klassische PR o Ansprache und Kontakt zu Redaktionen o Konzeptionieren und Schreiben von Pressemitteilungen & Pressemappen o Presseanfragen beantworten (und generieren) o Interviews koordinieren o Medienkooperationen o Pressekonferenzen o PR-Veranstaltungen o Seminare, Workshops, Konferenzen o Flyer und Broschüren SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Case Study 13
  14. 14. Klassische PR Unternehmer Public Relations Multiplikatoren Öffentlichkeit SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Case Study 14
  15. 15. Online PR Unternehmer Öffentlichkeit Public Relations Multiplikator SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Case Study 15
  16. 16. Online PR ist meist nur eine Art Linkbuilding Verbreitung von Informationen via Online-PR Portale o firmenpresse.de o online-artikel.de o openpr.de o premiumpresse.de o ... ABER: o Mehrere hundert Meldungen – pro Tag! o Seltsame „Nachbarn“ SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Case Study 16 http://www.e2marketing.de/seo/kostenlose-presseportale-die-5-besten
  17. 17. Online PR könnte auch sein... Kontakt zu Redaktionen o E-Mail o Telefon o Beziehung aufbauen! Vernünftige Pressemitteilungen schreiben o http://www.springerprofession al.de/die-perfekte-pressemitteilung/ SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Case Study 17 2898098.html o http://www.seo-book. de/allgemein/8- spannendde-geschichten-fur-pressemitteilungen
  18. 18. Online PR ist also eigentlich... o Entwicklung von Kommunikations-Konzepten / Kampagnen o Ansprache und Kontakt zu Online-Redaktionen und Bloggern o Seeding o Social Media o u.s.w. Pressearbeit Marketing Social Media SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Case Study 18 Gedöns SEO / Inbound
  19. 19. Was SEOs von klassischer PR lernen können o Die richtigen Themen für Multiplikatoren o Die richtige Ansprache von Multiplikatoren o Langfristige Kontakte zu Multiplikatoren aufbauen Was PR-Leute von SEOs lernen können o PR-Leute adressieren meist zu wenige Multiplikatoren adressiert (Journalisten) o Das Format der Pressemitteilung ist zu eng o Wir gehen unter in der Masse der täglichen Berichterstattung o UND, nicht vergessen: PR-Portal-Links sind Mist! SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Case Study 19
  20. 20. CONTENT MARKETING MIT INHALT DIREKT ZUR ZIELGRUPPE SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 20
  21. 21. Was ist Content Marketing? Content Marketing ist eine Marketing- Technik, die mit informierenden, beratenden und unterhaltenden Inhalten die Zielgruppe ansprechen soll, um sie vom eigenen Unternehmen und seinem Leistungsangebot zu überzeugen und sie als Kunden zu gewinnen oder zu halten. (Wikipedia, 2014) „Public Relations ist die Kunst, durch das gesprochene oder gedruckte Wort, durch Handlungen oder durch sichtbare Symbole für die eigene Firma, deren Produkt oder Dienstleistung eine günstige öffentliche Meinung zu schaffen.“ (Carl Hundhausen, 1937) SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 21
  22. 22. Was ist Content Marketing? Frage nicht, was deine Zielgruppe für dich tun kann, sondern was du für deine Zielgruppe tun kannst! (John F. Kennedy, irgendwann) SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 22
  23. 23. Zum Beispiel: YouPorn o Zielgruppe: Journalisten o Zeitraum: in der Endphase der WM o Inhalt: Während der WM-Spiele geht der YouPorn-Traffic runter. Aber wie lange bleibt er unten, wenn ein Land verliert? SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Case Study 23
  24. 24. Also: Wer war hier die Zielgruppe? SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Case Study 24
  25. 25. Was ist Content Marketing? SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 25
  26. 26. Abgrenzung Content Marketing zur PR o Content Marketing hat flexiblere Zielgruppe, o ist flexibler in den Zielen (Brandbuilding, Linkbuilding, Credibility, Information, Produkteinführung u.s.w.), o alle Formate sind möglich, o wird leicht mit "normalem" Content verwechselt (ist möglicherweise glaubhafter), o kostet unfassbar viel mehr. SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Case Study 26
  27. 27. Zum Beispiel: Yello Strom o Zielgruppe: Blogger & Öffentlichkeit o Zeitraum: in der Endphase der WM o Inhalt: Kampf der Geschlechter um den größten Stromverbrauch. SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Case Study 27 o Backlinks: o 89 Seiten o 43 Domains o 41 Topdomains
  28. 28. Zum Beispiel: TomTom o Zielgruppe: Journalisten o Zeitraum: im Nach-Osternstrau o Inhalt: Wo ist wann der Stau am SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Case Study 28 zähesten? o Veröffentlichungen: o Autobild o Motor Talk o PC Welt o Abenzeitungung München o Süddeutsche Zeitung o u.s.w.
  29. 29. Zum Beispiel: roben-shop.de o Zielgruppe: Comunity o Inhalt: Blog über Roben... SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Case Study 29
  30. 30. „Content Marketing“ für die Tonne SEO KOMM 2014 30 . Linkbuilding I PR I Content Marketing I Case Study
  31. 31. „Blog“ ist nicht gleich „Content Marketing“ SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 31
  32. 32. Content Marketing ≠ SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 32
  33. 33. Allianz: gutes Beispiel? o Zielgruppe: ein bisschen unklar. Alle? o Zeitraum: rund um den Hobbit-Film o Inhalt: Welche Schäden würde die Allianz übernehmen, die die Hobbits angerichtet haben? SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Case Study 33
  34. 34. Misserfolgs-Faktoren für Content Marketing o Wenn die Welt deine Zielgruppe ist, ist niemand deine Zielgruppe o Content Marketing ≠ teurer Inhalt o Ein Blog ist noch (lange) kein Content SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Case Study 34 Marketing o Ohne Seeding geht's nicht o Content Marketing ≠ Produktverkauf
  35. 35. Symbiose-Effekte aus Content Marketing, PR und Linkbuilding MIT INHALT DIREKT ZUR ZIELGRUPPE SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 35
  36. 36. „Content Marketing“ über den eigenen Blog Warum sollten Unternehmen einen Blog haben? o Positionierung als Experte (Brandingeffekt) o Relevanz zum Thema durch Beantwortung von Fragen (W-Fragen-Tool) o Upselling über Ideengeber o Unique Content o Linkbuilding durch Mehrwert Warum sollte ein Unternehmen keinen Blog haben? o Fehlende „Man-Power“/Lust/Ideen o Zu viele Kunden bzw. zu kleiner Server o Zielgruppe nicht im Internet Wozu kann man den Blog nutzen? o HR, Ratgeber, FAQ, Trends, PR, Social Media…. SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 36
  37. 37. Journalistisch Arbeiten im Web 2.0 SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 37
  38. 38. Journalistisch Arbeiten im Web 2.0 SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 38
  39. 39. Journalistisch Arbeiten im Web 2.0 SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 39
  40. 40. Das richtige Seeding Kenne und liebe deine Multiplikatoren o Multiplikatoren suchen in sozialen Medien (Facebook, YouTube, Pinterest, Instagram, Google+), Blogrolls, Blogratings o Mit Multiplikatoren in Kontakt treten und bleiben o Regelmäßiger Austausch, Einladungen zum Steak-Essen ;) o Verlange am Anfang nicht zu viel: Ein Share durch einen Multiplikator ist oft einfacher zu erreichen als ein Blogartikel! Denke nicht in Links o Blogger anschreiben mit „verlink mal auf diesen Artikel“ funktioniert selten o Wie könntest du die Zielgruppe von Bloggern erreichen? o Mehrwert ist nicht nur ein Download, sondern auch Information o Mut zum Anders-Sein! Redaktionelle Inhalte rocken! SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 40
  41. 41. Das richtige Seeding SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 41
  42. 42. Synergieeffekte mit Social Media nutzen Wen erreichst du im Sozialen Netzwerk? o Multiplikatoren o Zielgruppe o Fans Social SEO: o Content Marketing abseits von Link- Gier: Trafficstarke Links in sozialen Netzwerken können von Google durchaus gemessen werden (Google Analytics) o SEO-Effekte über Social Signals sehr wahrscheinlich o Denk dran: Der Inhalt (oder ein Teil davon) muss fest im Blog liegen (kein YouTube-Video) um als Linkmagnet zu funktionieren SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 42
  43. 43. Synergieeffekte mit Social Media nutzen SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 43 20.10.2014 20.10.2014
  44. 44. Linkbuilding, Content Marketing und PR-Arbeit: Abgrenzung und Symbiose Eric Kubitz, Contentmanufaktur GmbH Nicole Mank, web-netz GmbH SEO KOMM 2014 Linkbuilding I PR I Content Marketing I Symbiose-Effekte 44

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