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Campixx 2014 | Case Study - SEO für eine Ferienwohnung

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SEO Hausaufgaben für eine lokale FeWo
Konkretes Livebeispiel mit echten Zahlen und gern Blick
in den Code
- Hauptpunkte im Vorfeld
- OnPage SEO Bausteine
- Social Media Komponenten 4sq, fb, twitter und Co.
- Kosten für Reklame
- Erfolgsmessung

Published in: Marketing
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Campixx 2014 | Case Study - SEO für eine Ferienwohnung

  1. 1. Case Study | SEO Hausaufgaben für eine Ferienwohnung Müggelsee, 15. März 2013Heiko Höhn @Steinhude
  2. 2. Heiko Höhn | twitter: @Steinhude | SEOCampixx 2014 Übersicht 2  Info zu michse  Worum geht es?  OnPage SEO Bausteine  Social Media  Kosten und Ergebnisse Was hat am meisten gebracht?
  3. 3. Heiko Höhn | twitter: @Steinhude | SEOCampixx 2014  Werbekaufmann  Fernstudium Betriebswirtschaft SMP St. Gallen  10 Jahre Verlagswelt  2 Jahre Start Up  Konferenzbimbam  Autor Leitfaden Online Marketing  Agentur seit März 2013 Schwerpunkt SEO und AdWords  Ehemann und Papa Heiko Höhn 3
  4. 4. Heiko Höhn | twitter: @Steinhude | SEOCampixx 2014 Worum geht es? 4  Eine Ferienwohnung am Steinhuder Meer soll vermietet werden.  Kalkuliert wird mit 100 Übernachtungen zu 50 Euro/Nacht pro Jahr  Buchung und Abwicklung ausschließlich online und direkt (ohne Vermittlerprovision).  Zeitrahmen für Erstellung: max. 3 Wochen zum Saisonstart Mai 2013
  5. 5. Heiko Höhn | twitter: @Steinhude | SEOCampixx 2014 Hauptpunkte im Vorfeld 5  Was wollen wir?  Fokus auf ein Keyword („Ferienwohnung Steinhuder Meer“)  Bekommen wir alles auf einer Seite unter?  JA! Also Testlauf: OnePager (php).  Technik ist egal... Wordpress, Typo3, HTML Seiten...  ...Hauptsache, die mobile Version läuft: Responsive Design ist Pflicht.
  6. 6. Heiko Höhn | twitter: @Steinhude | SEOCampixx 2014 Das Baby braucht einen Namen 6  Wie soll die Domain heißen?  Erste Frage: EMD verfügbar? YEAH*! (*über kleine Umwege)  Ergebnis: OnePage Variante unterwww.ferienwohnung- steinhuder-meer.de
  7. 7. OnPage Elemente
  8. 8. Heiko Höhn | twitter: @Steinhude | SEOCampixx 2014 Gute Bilder rocken – große gute Bilder rocken richtig OnPage Faktoren ausschöpfen!  Bildname ordentlich beschriften  Textumfeld muss stimmen  Alt-Text eintragen  Title verwenden  große Bilder (1.200 Pixel) verwenden!  <img src="media/images/buehne/lage-am-anger-ferienwohnung-steinhuder-meer.jpg" alt="Lage der Ferienwohnung Am Anger in Steinhude" title="Lage der Ferienwohnung Am Anger in Steinhude" />  Ergebnis: Sofortiger Erfolg (vier Tage) mit Platzierung in der Google Bildersuche! 8
  9. 9. Heiko Höhn | twitter: @Steinhude | SEOCampixx 2014 Google Maps bearbeiten mit Google Map Maker Google Map Maker für lokalen Brancheneintrag nutzen https://www.google.com/mapmaker Der Haken: Google erlaubt eigentlich keine Google Maps Einträge für Ferienwohnungen Unzulässige Geschäftsmodelle: - Mietobjekte oder Objekte, die zum Verkauf stehen, wie Ferienhäuser oder freie Wohnungen, können nicht in Google Places aufgenommen werden. - Bitte erstellen Sie einen Eintrag für den Hauptsitz, der die Vermietungen oder Verkäufe vornimmt, und nicht für die einzelnen Miet- oder Kaufobjekte. - Mehr dazu können Sie in unseren Qualitätsrichtlinien nachlesen: http://support.google.com/places/bin/answer.py?hl=de&answer=107528&topic=1656880&ctx=topic Der Vorteil: (funktioniert trotzdem  ) 9
  10. 10. Heiko Höhn | twitter: @Steinhude | SEOCampixx 2014 Belegungskalender: Usability Filet für jede Vermietung 10  Vorteil für den Vermieter  Keine Anfragen für bereits belegte Zeiträume. Conversionrate von Anfrage zur Buchung verbessert sich.  Usability Nebeneffekt  1. Abgelaufene Zeiten werden ausgeblendet.  2. Sorry, CAMPIXX EXKLUSIV
  11. 11. Heiko Höhn | twitter: @Steinhude | SEOCampixx 2014 Datenschutzhinweise auf nofollow setzen #Contentmistmüll Datenschutzhinweise nofollow und noindex  Link von der Seite zu den Datenschutzhinweisen mit nofollow und auf noindex setzen. Viel zu viel Textmüll, der den Fokus verwässert!  Robots.txt sperrt das Impressum mit Datenschutzhinweisen aus. User-agent: * Sitemap: http://www.ferienwohnung-steinhuder-meer.de/sitemap.xml Disallow: /content/impressum.php  Ergebnis: Ranking von 25 auf 9, YEAH! 11
  12. 12. Heiko Höhn | twitter: @Steinhude | SEOCampixx 2014 Da geht immer was: Geschwindigkeit Optimierung Quellcode auf SiteSpeed Beste Erfolge:  Bilder optimieren  CSS vor Javascript lagern  Jquery min Versionen verwenden JavaScript zusammenfassen Statt einzelner Dateien  <script src="js/jquery.js"></script>  <script src="js/jquery-ui.js"></script>  <script src="js/jquery-fancybox.js"></script> Besser in einer Datei laden:  <script src="js/jquery-jquery-ui-jquery-fancybox.js"></script>  Toolempfehlung: http://closure-compiler.appspot.com/home 12
  13. 13. Heiko Höhn | twitter: @Steinhude | SEOCampixx 2014 Schema.org durchspielen!  Bewertungsformular mit Sternchenausgabe  Schema.org Auszeichnung verwenden  Adresse Local Business  Rating und Reviews 13
  14. 14. Heiko Höhn | twitter: @Steinhude | SEOCampixx 2014 Hausaufgaben: Snippets anpassen und optimieren 14  Snippet Description Google Index mit Handlungsaufforderung  Snippet open graph Facebook Bildauswahl und Text vorgeben  Snippet Google+ Author und Publisher eintragen  Twitter Card: Twitter Card einrichten, bei einer Verlinkung erscheint Vorschau der Website im Stream  Favicon + Apple Touch: favicon mit extra Icon Apple Touch
  15. 15. Social Media
  16. 16. Heiko Höhn | twitter: @Steinhude | SEOCampixx 2014 Eine twitternde Ferienwohnung am Steinhuder Meer  @fewosteinhude  G+ Seite  Facebook Seite  Twitter Account  Yelp Eintrag  Pinterest  Foursquare Venue mit Spezial bei Check In 16
  17. 17. Ergebnisse: Was hat am meisten gebracht?
  18. 18. Heiko Höhn | twitter: @Steinhude | SEOCampixx 2014 Erfolgskontrolle – Butter bei die Fische 18  Was hat am meisten gebracht? Das Jahr 2013 in der Übersicht  Google organisch Sorry, CAMPIXX EXKLUSIV 1% Conversionrate -> YEAH!  Facebook Sorry, CAMPIXX EXKLUSIV 2% Conversionrate -> YEAH!  Google CpC Sorry, CAMPIXX EXKLUSIV 2,4% Conversionrate -> YEAH!  SIEGER: Sorry, CAMPIXX EXKLUSIV 2,6% Conversionrate -> YEAH YEAH!
  19. 19. Heiko Höhn | twitter: @Steinhude | SEOCampixx 2014 Das beste zum Schluss: Print und Offline -> Beste Conversion!  Weihnachtskarten als Retargeting verschickt 20 Karten verschickt (40 Euro) Zwei direkte Buchungen = 10% Conversionrate (zur Buchung!) 19
  20. 20. Büro Steinhude: funktion5 GmbH Heiko Höhn Metjenkamp 17 31515 Steinhude am Meer Tel. (05033) 9 95 81 44 Mob. (0175) 5 60 24 24 hoehn@funktion5.de www.funktion5.de twitter.com/Steinhude plus.google.com/+HeikoHöhn Jetzt Urlaub buchen am Steinhuder Meer! Und Heiko bei Twitter folgen: @Steinhude

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