Gastcollege Martijn Beijk

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Gastcollege door Martijn Beijk over local search en linkbuilding bij de Minor Online Marketing aan Avans Hogeschool Breda.

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Gastcollege Martijn Beijk

  1. 1. Link building &Local SearchPresented by@martijnbeijk Credit: http://www.flickr.com/photos/dimitratzanos/5466014504/
  2. 2. Martijn BeijkSEO Consultant (previously with Onetomarket)Business Consultant with comScore5 years of international experience in online marketingInternational speaker, blogger, writer, lecturer atuniversities in the NetherlandsMaximizing traffic and conversions a.o.
  3. 3. Transformation to a Digital Business Analytics Company Audience Measurement: AUDIENCE ANALYTICS – Web, Mobile, 4 Screen Vertical Market Solutions Campaign Planning Campaign Validation Ad Effectiveness: ADVERTISING ANALYTICS – Creative Optimization – Branding & ROI Impact – Digital & Cross Media WEB ANALYTICS Digital Analytix™ Network Optimization & Capacity Planning MOBILE & NETWORK Customer Experience ANALYTICS & Relationship Management Market Intelligence Solutions © comScore, Inc. Proprietary. 5 V1011
  4. 4. comScore’s Innovative Approach Revolutionizes Measurement 2 Million Person Panel PERSON-Centric Panel with 360°View of Person Behavior SITE-Census Measurement PANEL CENSUS Unified Digital Measurement™ (UDM) Patent-Pending Methodology Adopted by 90% of Top U.S. Media Properties © comScore, Inc. Proprietary. 6 V1011
  5. 5. comScore’s Innovative Approach Revolutionizes Measurement 2 Million Person Panel PERSON-Centric Panel with 360°View of Person Behavior SITE-Census Measurement Web Visiting & Search Online Behavior Online & Offline Advertising Buying Exposure PANEL CENSUS Advertising Transactions Effectiveness Media & Video Demographics, Consumption Lifestyles PANEL & Attitudes Unified Digital Measurement™ (UDM) Mobile Internet Usage & Behavior Patent-Pending Methodology Adopted by 90% of Top U.S. Media Properties © comScore, Inc. Proprietary. 7 V1011
  6. 6. © comScore, Inc. Proprietary. 8
  7. 7. AVANS.NL DEMOGRAPHICS © comScore, Inc. Proprietary. 9
  8. 8. What  is  SEO?  Organic (SEO)
  9. 9. SEO BasicContent – Techniek – Link Building Content,  Technique  &  links  
  10. 10. •  Google “indexes” the web by following links•  Links = Popularity on the web
  11. 11. Google follows links to crawl the web ~ 50% influence on position in GoogleFactors: •  # of incoming links •  Quality of incoming linksQuality: • Theme / Relevance • Anchor Text (the clickable text that links to the page) • Authority (wikipedia? NY Times? Or a personal blog?) • Legitimacy (no bad neighborhood sites such as gambling, poker or adult content) What  is  link  building?  
  12. 12. Every  link  counts  
  13. 13. Methods  used  
  14. 14. Methods  used  
  15. 15. Methods  used  
  16. 16. Links  equal  Money  
  17. 17. Rankings  vs  Traffic  
  18. 18. Unique searches for searchphrase: • Search Phrase : ‘flights new york’ • 1200 searches per month •  (based on www.google.com/sktool)Turnover from organic search: • Ranking Position #5 • 59 Unique visits per month • Generates €495 in revenue An  example  calculaFon  
  19. 19. With extra link value to your website: • Ranking Position #5 • Ranking Position #2 • 59 Unique visits per month • 142 Unique visits per month • Generates €495 in revenue • Generates €1199 in revenue Increase of 142% in sales
  20. 20. “Buying links in order to improve a site’sranking is in violation of Google’s webmasterguidelines and can negatively impact a site’sranking in search results“.(june 2007) Buying  Links  is  not  allowed!  
  21. 21. People  talk  about  your  brand  
  22. 22. AnyFme,  anywhere…      
  23. 23. Even  online!      
  24. 24. People  talking  about  you  have  the  power  to  link  
  25. 25. You  do  not  have  to  be  a  ‘big  brand’  
  26. 26. Using  Press  Releases  
  27. 27. Using  Press  Releases  (KLM  example)  
  28. 28. Full  Press  Release  on  corporate.klm.com  
  29. 29. Look  at  those  authority  domains!  (golden  links)  
  30. 30. Wall  Street  Journal:  Low  quality  arFcle.     How  to  get  a  link  to  the  full  content?  
  31. 31. Throwing  `money’  away!  
  32. 32. Distribution of press release: • Distribute part of press release • Link back to full article on klm.com! • Corporate website / KLM Blog • Websites are more likely to link back to full article! • “lazy” journalism • Fact checkingKeeping  ownership  of  valuable  content  
  33. 33. Leveraging  Social  Media  
  34. 34. Leveraging  Social  Media  
  35. 35. Wat kan ik hier als bedrijf mee?
  36. 36. And  it  spreads….  
  37. 37. AwarenessUse existing (online) activities for linkbuilding • Viral Campaigns • Sponsoring • Publications • Press Releases • Commercials / Video’s Awareness  
  38. 38. Universal Search
  39. 39. 20% - 40%Search Queriesare local
  40. 40. Starting a successful campaignRegistering  your  business  
  41. 41. How to reach the top? Credit: Eduard Blacquière
  42. 42. http://www.davidmihm.com/local-search-ranking-factors.shtml
  43. 43. http://blumenthals.com/blog/

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