Online visibility and its difficulties dr nadine höchstötter, webscout gmb h (dad2013)

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This document discusses online visibility and its difficulties. It covers increasing online visibility through social media and search engine optimization but notes both can cause problems. The document outlines facts about social media usage and Google search queries. It explains that achieving high search rankings depends on heavy, frequent searching of popular terms. The document also notes difficulties in managing online visibility including time, money, understanding audience and metrics. It recommends focusing efforts, conducting web scans, and managing online visibility metrics to address these challenges.

Business Technology

ONLINE VISIBILITY
AND
ITS DIFFICULTIES
Dr. Nadine Höchstötter, webscout GmbH
Digital Architects Day, November 27th 2013, Karlsruhe

1

Everybody is talking about the fact that you must
be active in social media! And that it's absolutely
important to be ranked on ﬁrst page in google,!
But both could cause problems…

2

AGENDA
•

Some Facts About Social Media

•

The Google Ranking (Is it really WEB SEARCH?)

•

How to increase Online Visibility

•

Difﬁculties of being visible and how to solve them

3

SOCIAL MEDIA FACTS
Source: http://visual.ly/social-media-facts-2013

4

SOCIAL MEDIA FACTS
Source: http://visual.ly/social-media-facts-2013

5

SOCIAL MEDIA FACTS
Source: http://visual.ly/social-media-facts-2013

6

SOCIAL MEDIA FACTS
Source: http://visual.ly/social-media-facts-2013

7

Search Queries
Gesamt
1Mal (Cold Start)
2Mal (Rare Tail)
3Mal (Mid Tail)
4Mal (Mid Tail)
5Mal (Mid Tail)
100Mal (Pop Tail)
500Mal (Pop Tail)
1000Mal (Pop Tail)

Quantity Unique
2,938,955
2,075,011
504,821
111,308
73,116
33,064
3,795
611
265

Total Number
7,930,712
2,075,011
1,009,640
333,924
292,464
165,321
1,971,906
1,344,919
1,105,265

Google Ranking: The Heavy Tail
8

Makro Snippet
Image Results

Prefetch Snippet Results
Video Results

Shopping Results
News Results

70

53

35

18

0
1time

2times

3-5times

6-100

101-500

The Google Ranking
10

501-1000

1000

wikipedia en

wikipedia de

60

45

30

15

0
1time

2times

3-5times

6-100

101-500

The Google Ranking
11

501-1000

1000

FACEBOOK
BLOGS

TWITTER

LINKEDIN
GOOGLE
YOUR VISIBILITY
XING
NEWS
BING
YOUTUBE
WIKIPEDIA
15

DIFFICULTIES?
•

TIME!

•

MONEY!

•

W3: Who, Where, What…

•

Black Box

•

Web Monitoring
18

WHAT TO DO?
•

FOCUS, FOCUS, FOCUS

•

Do an intensive web scan

•

Find out what’s going on

•

manage the black box
The New Yorker

19

SUMMARY
•

Social Media and Google

•

Online Visibility and Management

•

Difﬁculties and Decisions

•

Black Box and Web Monitoring

20

QUESTIONS?
Dr. Nadine S. Höchstötter 
webscout GmbH 
Röntgenstr. 8 
76133 Karlsruhe 
Germany

cell: + 49 151 22 63 69 16 
mail: nsh@webscout.de

21

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Online visibility and its difficulties dr nadine höchstötter, webscout gmb h (dad2013)

1. ONLINE VISIBILITY AND ITS DIFFICULTIES Dr. Nadine Höchstötter, webscout GmbH Digital Architects Day, November 27th 2013, Karlsruhe 1

2. Everybody is talking about the fact that you must be active in social media! And that it's absolutely important to be ranked on ﬁrst page in google,! But both could cause problems… 2

3. AGENDA • Some Facts About Social Media • The Google Ranking (Is it really WEB SEARCH?) • How to increase Online Visibility • Difﬁculties of being visible and how to solve them 3

4. SOCIAL MEDIA FACTS Source: http://visual.ly/social-media-facts-2013 4

5. SOCIAL MEDIA FACTS Source: http://visual.ly/social-media-facts-2013 5

6. SOCIAL MEDIA FACTS Source: http://visual.ly/social-media-facts-2013 6

7. SOCIAL MEDIA FACTS Source: http://visual.ly/social-media-facts-2013 7

8. Search Queries Gesamt 1Mal (Cold Start) 2Mal (Rare Tail) 3Mal (Mid Tail) 4Mal (Mid Tail) 5Mal (Mid Tail) 100Mal (Pop Tail) 500Mal (Pop Tail) 1000Mal (Pop Tail) Quantity Unique 2,938,955 2,075,011 504,821 111,308 73,116 33,064 3,795 611 265 Total Number 7,930,712 2,075,011 1,009,640 333,924 292,464 165,321 1,971,906 1,344,919 1,105,265 Google Ranking: The Heavy Tail 8

9. Search Queries Gesamt 1Mal (Cold Start) 2Mal (Rare Tail) 3Mal (Mid Tail) 4Mal (Mid Tail) 5Mal (Mid Tail) 100Mal (Pop Tail) 500Mal (Pop Tail) 1000Mal (Pop Tail) Quantity Unique 2,938,955 70% 2,075,011 504,821 111,308 73,116 33,064 3,795 611 265 Total Number 7,930,712 26% 2,075,011 1,009,640 333,924 292,464 165,321 1,971,906 1,344,919 1,105,265 Google Ranking: The Heavy Tail 9

10. Makro Snippet Image Results Prefetch Snippet Results Video Results Shopping Results News Results 70 53 35 18 0 1time 2times 3-5times 6-100 101-500 The Google Ranking 10 501-1000 1000

11. wikipedia en wikipedia de 60 45 30 15 0 1time 2times 3-5times 6-100 101-500 The Google Ranking 11 501-1000 1000

12. AND? 12

13. IS IT REALLY WEB SEARCH??? 13

14. 14

15. FACEBOOK BLOGS TWITTER LINKEDIN GOOGLE YOUR VISIBILITY XING NEWS BING YOUTUBE WIKIPEDIA 15

16. 16

17. 17

18. DIFFICULTIES? • TIME! • MONEY! • W3: Who, Where, What… • Black Box • Web Monitoring 18

19. WHAT TO DO? • FOCUS, FOCUS, FOCUS • Do an intensive web scan • Find out what’s going on • manage the black box The New Yorker 19

20. SUMMARY • Social Media and Google • Online Visibility and Management • Difﬁculties and Decisions • Black Box and Web Monitoring 20

21. QUESTIONS? Dr. Nadine S. Höchstötter  webscout GmbH  Röntgenstr. 8  76133 Karlsruhe  Germany cell: + 49 151 22 63 69 16  mail: nsh@webscout.de 21

Online visibility and its difficulties dr nadine höchstötter, webscout gmb h (dad2013)

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