This document provides an overview of an SEO workshop for Rockaway. It includes: 1. An introduction of the speaker and his experience in online marketing and SEO. 2. An agenda for the workshop covering classification of SEO, strategic questions, on-page and off-page factors, and KPIs. 3. Discussions of strategic questions in SEO including classification, make-or-buy decisions, and keyword strategy. The workshop aims to educate Rockaway on SEO fundamentals and best practices.

1. Workshop:Introduction ofSEOforRockaway
Prague – 2nd April, 2015

2. MatthäusMichalikhasover6yearsofbusiness
experienceinonlinemarketing
• Working for AKM3 for 3,5 years
• Senior SEO Consultant
• Ex-teamlead linkmarketing
international
• Key account management
• Technical and strategic search engine
optimization
• App store optimization
• Previous positions:
• Hitmeister – Online market place
• SoQuero – Performance agency from
Franfurt
• Speaker on national and international
conferences
Workshop: Introduction of SEO for Rockaway 2

3. AKM3Consistsof130+International Employeeswitha
lotofOnlineMarketing Experience
Founded: 2009
Clients: from
startups to big
firms and
corporate
enterprises
Approach:
Internationality,
Sustainability,
Transparency
Member of
Publicis/Performics
since 2014
Workshop: Introduction of SEO for Rockaway 3

4. Wearenot„only“asearchandcontentmarketing
agencybutalsoacigarretailer
• Strategic approach choosing the product to be
sold
• Own financing – ROI oriented
• Two brands: Noblego and Cigarmaxx
• Complementing magazine: zigarren.org
• Preview: niche shops
Workshop: Introduction of SEO for Rockaway 4

5. Agenda
• Classification of SEO in the online
marketing mix
• Strategic questions in SEO
• Classification of onpage factors
• Onpage factors
• Classification of offpage factors
• SEO-KPIs
Workshop: Introduction of SEO for Rockaway 5

6. ClassificationofSEOintheOnline Marketing Mix
• SEO vs. other (online) marketing
channels
• SEO as online marketing channel
Workshop: Introduction of SEO for Rockaway 6

7. OnlineMarketing:Channelsandorthogonaldisciplines
Website of the
advertiser
Online Marketing
Online marketing channels for acquisition of
clients: SEO, SEA, Display, SMA, Affiliate,
PSM, …
Orthogonal online marketing disciplines:
CRM (eMail and SMO), CRO, Web analysis,
Business Intelligence
„Working with clients
on the website“
„Winning website
visitors as potential
clients“
Workshop: Introduction of SEO for Rockaway 7

8. Integration ofChannels–SEOhasaSpecialStanding
On the
advertising
platform
 CPX
With the
advertiser
 TKP
Shared
 PPC
SEAPSM
AffiliateWhite
-label
SMA
eMail Display
Perform
.Display
Rather
Low
Rather
High
“Risk” of advertising
Wastage
Workshop: Introduction of SEO for Rockaway 8

9. ApplicabilityoftheMarketing Channels
Applicability of
the channel
With few business models With many business models
SEAPSM Affiliate
White-
label
eMail SEO
SMADisplay
Performance
Display
Workshop: Introduction of SEO for Rockaway 9

10. FeaturesofMarketing Channelsvs.SEO
Not so good Very good
Other
online
marketing
SEO
Transparency of effect
Sustainably managed marketing investments
Traffic ratio in relation to company size
Proximity of time between measure & effect
Cost-Benefit (=Traffic) development
Features
OM channels
Workshop: Introduction of SEO for Rockaway 10

11. 1. Brand starts communication
2. Success: Client responds
2. Success: Brands respond
1. Client searches
Classic Brand Communication
Communication in the pull channel search
Classic BrandCommunication vs.Communicationwith
Search:Common „misunderstandings“
Potential critical issues
• Brand is not visible
everywhere
• Brand induces expensive
searches, but cannot be
found
• Visible, but ranks badly
• Visible, but unlikely to be
clicked, because of bad
Titles & Descriptions
• Visible, but with wrong
landing page
Workshop: Introduction of SEO for Rockaway 11

12. SearchMarketing: TheFullPowerofPull!
• Unique chance to communicate with litte wastage
• Classic brand communication indicates searches – but who is
getting the leads?
• Communication rules come from user and search engine and not
from brand
• Budgeting: Brand communication: Top-down and campaign
based search: Bottom-up and demand oriented
Workshop: Introduction of SEO for Rockaway 12

13. DifferencesbetweenSEAandSEO
SEO
Search Engine
Optimization
SEA
Search Engine
Advertising
Workshop: Introduction of SEO for Rockaway 13

14. SEAkeyfacts
SEA
• Format: Text links based on
search requests (Keywords)
• Advantage: high outreach, full
control (freely scalable), fast!
• Challenge: dominance of Google,
direct-competitive pricing
• Billing: CPC
Key success factors SEA
• Keyword research
• Account structures
• Quality score
• Testing
• Optimization
Workshop: Introduction of SEO for Rockaway 14

15. SEOkeyfacts
SEO
• Format: Text links in the “organic
area”
• Advantage: (seemingly) free,
different cost-benefit
development
• Challenge: complex!, Google does
not want to be manipulated,
latency
• Billing: hardly any variable costs
• Market: DIY Tools, agencies,
advisors ...
Key success factors SEO
• This workshop!
Workshop: Introduction of SEO for Rockaway 15

16. SEOhasmanydisadvantages
• Google‘s Algorithm =
unknown + keeps changing
• Competitive environment?  Success
deterministically impossible without
touching the limits (not legally) defined by
Google – danger of„penalties“
• Latency & no transparency of effect
• Very high complexity with longtail-topics and
experience rare
• Internationalisation difficult
• Big companies sometimes have little traffic
Workshop: Introduction of SEO for Rockaway 16

17. AdvantagesofSEO:„FewbutWOW!“
• By far the cheapest channel –
can be as cheap and abundant,
so that even other channels may
be cross-subsidised
• By far the most sustainable
channel
• Potential for differentiation
Workshop: Introduction of SEO for Rockaway 17

18. InfluenceFactorsforRanking Development
Development of
search engines
Own SEO efforts
SEO of
competitors
Workshop: Introduction of SEO for Rockaway 18

19. Therearemanyreasonsforthepluralityofsearch
engineresults
Reasons for the plurality
of search engine results
Through web offers Through Google
• New competitors
• SEO progress of
existing competitors
• SEO mistakes made
by competitors
• Updates
• Pentalties
• Experiments
• New kinds of search
results/ presentations
• Google Suggest
Through Searchers
• Search as one of
many succeeding
search steps
• Place
• Gadget
• Search history
Workshop: Introduction of SEO for Rockaway 19

20. BeforeweapproachSEO
We must understand the user!!
Workshop: Introduction of SEO for Rockaway 20

21. TheAIDAModel
Phasesbeforethedecision
tobuy
Action
Desire
Interest
Attention
Conversion losses:
People who do not reach the phase afterwards
Workshop: Introduction of SEO for Rockaway 21

22. Searchtypesinthe AIDAModel
Search
types
Informational searches Transactional searches
Navigational searches
Attention Interest Desire ActionBuying
process
Workshop: Introduction of SEO for Rockaway 22

23. GoalsoftheAIDAModel
Attention Interest Desire Action
Buying
process
Goals
Image & Branding
Traffic & Impressions
Conversions
Creating Demand
Covering Demand
Demand
Search
types
Informational searches Transactional searches
Navigational searches
Workshop: Introduction of SEO for Rockaway 23

24. SEOisapplicableintheentireAIDAModel
Attention Interest Desire Action
Buying
process
Creating demand
Covering demand
Demand
Goals
Image & Branding
Traffic & Impressions
Conversions
Channels
SEA / PSM
SEO
Affiliate / Perform. Display / SMA
Display / eMail
Workshop: Introduction of SEO for Rockaway 24

25. Agenda
1. Classification of SEO in the online
marketing mix
2. Strategic questions in SEO
3. Classification of onpage factors
4. Onpage factors
5. Classification of offpage factors
6. SEO KPIs
Workshop: Introduction of SEO for Rockaway 25

26. StrategicquestionsinSEO
• Classification
• Make-or-Buy and
stakeholders
• Keyword strategy
Workshop: Introduction of SEO for Rockaway 26

27. 6typesofSEOscanbedistinguished astheirtasks
differsignificantly
How big
is the
team?
small
medium to
large
Optimisation – for what?
Websites of the
employer
Own Websites Websites of the client
Workshop: Introduction of SEO for Rockaway 27

28. ClassificationofSEOdisciplines
SEO
Onpage
Offpage
“Strategic”
Content
Links
Social Signals
Keywords
Information
structures
Technology
Semantics
KPIs /
Reporting
Process-oriented
Project-oriented
Workshop: Introduction of SEO for Rockaway 28

29. RelevanceofdifferentSEOareasfordifferent
businessmodels
• Types of business models on the internet
• Reach-oriented, e.g. Bild.de or Welt.de
 Often rich in Content & Links, but info structures (and keywords)
are a challenge
• Transaction-oriented, e.g. Zalando.de or Noblego.de
Content and Links are biggest challenge
• Subscription, e.g. eDarling.de
 from SEO perspective similar to transaction-oriented business
models
Workshop: Introduction of SEO for Rockaway 29

30. B2BvsB2C
• Often smaller target group
• Target group basically knows its
demand
• Target group can be adressed via
informational content and brand
presentation
• Impulse buying unlikely, long
decision-making process
• Search and buy behaviour
depends on product
• Broad target group
• Impulse buying more likely
B2B - Website B2C - Website
Workshop: Introduction of SEO for Rockaway 30

31. Revenue
Biggest
loss
Break
even
Point I
Biggest
profit
Break
even
Point II
Effort
Profit
Revenue
Costs
Marginal costs
Overheads
Overheads
ThePareto-PrincipleisalsoapplicableinSEO–over
optimisingisinefficient!
Workshop: Introduction of SEO for Rockaway 31

32. Whattoconsiderwhencooperating?
Cooperation between inhouse
SEO team and agency
Company-based
critieria
SEO-based critieria
• Company size
• Lifecycle
• Budget
• Internal focus
• Offpage vs. Onpage
• Unique vs. continual
• Processes in SEO
Workshop: Introduction of SEO for Rockaway 32

33. StakeholdersinSEO
Stakeholders
• Management
• Marketing
• Technique
• Editorial
• Distribution / Purchase
• Product management
Challenges
• Minimisation of barriers
at implementation
• Implementation via SEO
and management
• Marginal costs /
opportunity costs of
optimisation
Workshop: Introduction of SEO for Rockaway 33

34. Criteria whendistinguishing keywords
Keyword types
Defend & Conquer
keywords
Informational,
transactional and
navigational keywords
Shorthead, mid and
longtail keywods
Workshop: Introduction of SEO for Rockaway 34

35. Thekeywordsetconsistsofdefendandconquer
keywords
Defend Conquer
Type of KW
Availability
Goal
Example
Navigational
Informational
Transactional
Rather simple Rather difficult
Securing brand
equity
Winning new
visitors
Slogans, brands &
own products
Generic keywords
Necessity Compulsory Freestyle
Workshop: Introduction of SEO for Rockaway 35

36. Howitshouldnotbe
Workshop: Introduction of SEO for Rockaway 36

37. Andshouldneitherbe
Workshop: Introduction of SEO for Rockaway 37

38. Andneitherlikethis
Workshop: Introduction of SEO for Rockaway 38

39. ShortheadandLongtail
28%
33%
20%
10%
5% 5%
0%
5%
10%
15%
20%
25%
30%
35%
1 Keyword 2 Keywords 3 Keywords 4 Keywords 5 Keywords Mehr als 5
Keywords
Number of keywords per search query
More than
5 Keywords
Workshop: Introduction of SEO for Rockaway 39

40. Searchbehaviourdependsonbusinessmodel
Searchvolumeperkeyword
Number of keywords
Publishing website
with much user-
generated content
e.g. forums or small
ads -> extremely
longtail
Online shop or
travel portal 
„Centre“ very
strongly marked
and attractive
Workshop: Introduction of SEO for Rockaway 40

41. Informational,transactionalandnavigationalsearch
queries
• Navigational Keywords (33%) – Defend keywords
– Typical searches: Brand Embassy, Brand Embassy Tool
– The user specifically searches for a page and expects only one
matching result
• Informational Keywords (33%) – Conquer keywords
– Typical searches: „How to satisfy Customers on Facebook“; „What is
social customer care“
– User expects a response to the query
• Transactional Keywords (33%) – Conquer keywords
– Typical Searches: “Social Customer Care Tool"; “Social Media
Management Tool"
– Very specific searches, users intend to carry out a specific action
Workshop: Introduction of SEO for Rockaway 41

42. Informational,transactionalandnavigationalsearch
queries
Transactional
Informational Navigational
Transactional + Navigational
„Sign up Brand Embassy“
Transactional + informational
„Which Social Customer Care ist
the best?“
Navigational + Informational
„Social Customer Care Software“
Possibly a confused searcher!
Workshop: Introduction of SEO for Rockaway 42

43. TheKeywordStrategy
• Long term definition of chance and potential
• Examination of own product or service
• Long term orientation in search marketing
• Can be changed, but the „cornerstones“ of the keyword strategy have to
be determined in the strategic planning phase
• Should be repeated within the project phases
Workshop: Introduction of SEO for Rockaway 43

44. Process towardsthekeyword strategy
Status Quo
Analysis
Keyword
Research
• Brainstorming
• Keyword
Planner
• Google
Suggest
• Synonyms
• Competitor
analysis
Data collection
• Search volume
• Conversion
proximity
• Competition
• No
misunderstandin
gs
• Current
positions
Fixing keyword
prioritisation
Keyword
Strategy
Keyword
Mapping
Keyword based URL based
Number of
keywords
Workshop: Introduction of SEO for Rockaway 44

45. Factorsforkeyword selection
Factors for keyword
selection
Provider-based and target
group-based factors
Competitor-based factors
• Different uses of language
• Current rankings
• Affiliation of the keyword to
specific phase of action
• Existence of contents /
respective effort to create it
• Transactional vs.
informational vs.
navigational
• Type of intended transaction
• Budget & time span
• Quality of SEO strategies
of competing websites
• Keyword strategy of
competing websites
• Competition through
Google e.g. via AdWords,
Universal Search or
Knowledge Graph
Workshop: Introduction of SEO for Rockaway 45

46. WheredousersclickintheSERPs?
18.20%
10.05%
7.22%
4.81%
3.09%
2.78%
1.88%
1.75%
1.52%
1.04%
0,00%
2,00%
4,00%
6,00%
8,00%
10,00%
12,00%
14,00%
16,00%
18,00%
20,00%
1 2 3 4 5 6 7 8 9 10
Click rate (CTR) depending on SERP position
Workshop: Introduction of SEO for Rockaway 46

47. Examplekeywordresearchphase:datacollection/
analysisofpotential
Workshop: Introduction of SEO for Rockaway 47

48. SearchvolumedatafromtheGoogleKeywordtoolis
reliable(customerexhamlpe)
Keyword Suchvolumen KT Suchvolumen SEA
keyword2 27100 21182 78,16%
keyword3 27100 22610 83,43%
keyword4 14800 11268 76,14%
keyword5 14800 15457 104,44%
keyword6 12100 12722 105,14%
keyword7 9900 9427 95,22%
keyword8 6600 5285 80,08%
keyword9 6600 2266 34,33%
keyword10 6600 7679 116,35%
keyword11 6600 6174 93,55%
keyword12 5400 6904 127,85%
keyword13 4400 4217 95,84%
keyword14 4400 3879 88,16%
keyword15 4400 4339 98,61%
keyword16 4400 1459 33,16%
keyword17 2900 2484 85,66%
keyword18 2900 2741 94,52%
keyword19 2400 1101 45,88%
keyword20 2400 2544 106,00%
keyword21 2400 3248 135,33%
keyword22 2400 2181 90,88%
keyword23 2400 3255 135,63%
keyword24 2400 1535 63,96%
keyword25 2400 161 6,71%
Workshop: Introduction of SEO for Rockaway 48

49. Agenda
1. Classification of SEO in the online
marketing mix
2. Strategic questions in SEO
3. Classification of onpage factors
4. Onpage factors
5. Classification of offpage factors
6. SEO KPIs
Workshop: Introduction of SEO for Rockaway 49

50. Classificationofonpagefactors
• Introduction of factors
• Requirements
• Frequency of optimisation
Workshop: Introduction of SEO for Rockaway 50

51. ClassificationofSEOdisciplines
SEO
Onpage
Offpage
“Strategic”
Content
Links
Social Signals
Keywords
Information
structures
Technology
Semantics
KPIs /
Reporting
Process-oriented
Project-oriented
Workshop: Introduction of SEO for Rockaway 51

52. SEOEffortandcostsovertime
Effort / costs
Strategy
Tech.
Content
Offpage
Time
Workshop: Introduction of SEO for Rockaway 52

53. SEOWorkflowandtheirfocusareas
Keyword
potentials &
Strategy
Technical &
content
optimisation
Creation of
Content &
Landing pages
Link & Content
Marketing
KPI – Reporting and Project management
• Keyword strategy
• Determination of
potentials
• Traffic prognosis
• Foundation of all
measures
• Interlocking of
On and Offpage
• Scaling
• Process optimisation
• Inhouse or agency
• Other contents
necessary
• Inhouse or
agency
Workshop: Introduction of SEO for Rockaway 53

54. SEOtakeplaceonthreedifferentlevels–eachlevelhasto
beoptimizedwithin itselfaswellasinanintegratedway
Domain level,
e.g. robots.txt
Template level, e.g. all
category pages
Single page level, e.g. manual
internal in content links
Workshop: Introduction of SEO for Rockaway 54

55. Requirements
SEO Content Technical SEO Organisational requirements
• Speaking URLs
• Snippet Optimisation
• Text Upload
• Multimedia elements
• Internal links
• Headlines
• Insertion of SEO tags
• Redirects
• Canonical
• URL Canonisation
• Solution for non-existent
sites
• Sitemap
• Parameter
• Technical Resources
• Budget
• Time of implementation
Workshop: Introduction of SEO for Rockaway 55

56. Frequencyoffactoroptimisation
Technical
optimisation
Content
optimisation
Keyword
research
Creation of
content
Site
structure
Rare optimisationContinuous optimisation
Workshop: Introduction of SEO for Rockaway 56

57. Agenda
1. Classification of SEO in the online
marketing mix
2. Strategic questions in SEO
3. Classification of onpage factors
4. Onpage factors
5. Classification of offpage factors
6. SEO KPIs
Workshop: Introduction of SEO for Rockaway 57

58. Sincethe2011qualityinitiative byGoogleinseveral
significantupdates
Panda (Content)
2011
Penguin
(Links)
2012/2013
Hummingbird
(Knowledge
Graph)
2013
Workshop: Introduction of SEO for Rockaway 58

59. MOZrankingfactorscasestudy2013
Source: http://moz.com/search-ranking-factors
Workshop: Introduction of SEO for Rockaway 59

60. Searchmetricsrankingfactorscasestudy2014
Source: http://www.searchmetrics.com/en/knowledge-base/ranking-factors/
Workshop: Introduction of SEO for Rockaway 60

61. SEO:Mainonpageranking factors
Over 200 different ranking factors influence the ranking of a page:
• 1. Technical aspects: Informational Structure, Internal Linking, Indexing
Management, Page Speed
• 2. Keywords: Know your target group and know your keywords
• 3. Content: Provide the best content you can
• 4. Links: Quantity and quality of the backlink profile
Workshop: Introduction of SEO for Rockaway 61

62. Areasofinfluencewithinonpageoptimisation
Site structure: Single
URL
Information
architecture: Relation
between different URLs
Crawling and index
management:
Control of the entire domain
Site architecture:
Structure of the
website
Workshop: Introduction of SEO for Rockaway 62

63. OnpageFactors
1. Crawling
2. Indexing
3. Site architecture
4. Content
5. Snippet optimisation
Technical
SEO
Workshop
Workshop: Introduction of SEO for Rockaway 63

64. RequirementsforSEO
Requirements for efficient
and good SEO rankings
Crawling Indexing Ranking
Workshop: Introduction of SEO for Rockaway 64

65. Crawling&indexing
Crawling:
• Relevant (attention: not only ranking relevant) pages should be linked
internally
• A clear emphasis is necessary
Indexing:
• Only pages which are relevant for the user should be indexed
• Make sure that only unique pages are indexed
Workshop: Introduction of SEO for Rockaway 65

66. Theindexonion
Longtail pages
might have to block
pages via robots.txt
in order to focus
crawling
Noindex! Important for internal
links but not for the SERPs
SEO-“valuable” content
/ number of pages
Noindex +
Canonical: in
case the page
type attracts
natural links
Workshop: Introduction of SEO for Rockaway 66

67. Pagesarerelevanteitherforthevisitorofthepage,or
forSEO,orforboth
Pages important
for user but not
for SEO 
Noindex User SEO
Pages,
additionally
generated for
SEO purposes
 Must be
valuable for user
too and should
be internally
linked well with
„user pages“
Long tail:
Can be used for SEO, too. Often as second
step. Initially perhaps: NOindex
Short head:
the easiest optimisation
Workshop: Introduction of SEO for Rockaway 67

68. Onpagefactors–sitearchitecture
• It is easier for Google to crawl cleanly structured pages:
• Definition of site types
• Clear hierarchy of site types
• The internal and external link power can be distributed more effectively
• Firstly, all existing page types should be defined/categorised, e.g.:
• Homepage
• Category pages
• Product pages
• Blog Posts
Workshop: Introduction of SEO for Rockaway 68

69. Internal
Link
InSEOthreedifferentkindsoflinkscanbe
distinguished: FocushereInternallinks
External
inbound
Link
Link to
(Linktarget)
Link from
(Linksource)
Own Website Other Website
Own
Website
Other
Website
External
outbound
Link
Workshop: Introduction of SEO for Rockaway 69

70. Sitearchitecture–thestructureofthesiteisdecisive
The ideal site architecture:
Ideal
Top-down-linking
Workshop: Introduction of SEO for Rockaway 70

71. Homepage
A
B
D
C
Homepage
A B DC
Deepvs.planepagearchitecure
Benefits:
• No long click-paths
• Crawling
• Indexing
• Link flow
Workshop: Introduction of SEO for Rockaway 71

72. Differenttypesofkeywordsandsearchqueries
Attention Interest Desire Action
Buying
process
Goals
Image & Branding
Traffic & Impressions
Conversions
Creating Demand
Covering Demand
Demand
Search
types
Informational searches Transactional searches
Navigational searches
Workshop: Introduction of SEO for Rockaway 72

73. GoogleHummingbird update – September2013
• Biggest Update since 2010
• Influenced 90% of all searches
• Google understands questions
and tries to answer them directly
• Google can recognize and process
synonyms
• Introduction of knowledge graph
Workshop: Introduction of SEO for Rockaway 73

74. Googleanswersdirectlytospecificquestions
Workshop: Introduction of SEO for Rockaway 74

75. Googleanswersdirectlytospecificquestions
Workshop: Introduction of SEO for Rockaway 75

76. Googleunderstandssynonyms
Query: Internetseite erstellen Query: Homepage erstellen
Workshop: Introduction of SEO for Rockaway 76

77. Onpagefactors-Content Creation
• The most important pages should be filled with content
• The content length must always depend upon the competition
• No over optimisation – write for the user, not for the search engine
• Keyword variation
• No hidden text or folding text
• Interactive elements such as video, images, lists
Workshop: Introduction of SEO for Rockaway 77

78. ContentEditing
Uniqueness
Relevance
Pure Content
Revaluation
of Content
Embedding
of Content
Workshop: Introduction of SEO for Rockaway 78

79. TextContent
Quantity
User
friendliness
Pure
Content
Expression/
Variety
Keyword
Workshop: Introduction of SEO for Rockaway 79

80. RevaluationofContent
HTML-
Tags
Images
Revaluation
Internal
Links
Videos
Workshop: Introduction of SEO for Rockaway 80

81. Useofkeywordswithin thecontent
• Keywords in the content
– Use keywords and keyword combinations in the text
– Use keywords in the headlines
• Keywords in pictures
– The ALT attribute of images should contain the keyword or
a keyword combination
– The images are "keyword.gif" or named "keyword.jpg"
Workshop: Introduction of SEO for Rockaway 81

82. "TheperfectSEOpage"
Workshop: Introduction of SEO for Rockaway 82

83. 83Workshop: Introduction of SEO for Rockaway
h1- headline
Keyword optimized content

84. HTMLelementsforSEO
• <p> - Paragraph
• <h1> - Headline
• <h2> - Subheadline
• Lists:
– <ul> unordered list
– <ol> ordered list
– <li> - list item
• <b> - bold
• <i> - italic
• <table> - Table
Workshop: Introduction of SEO for Rockaway 84

85. Multimediaelements forSEO
• Images, Graphics
– File name
– ALT-Tag
– Image Title
• Videos
– Video Markup
Workshop: Introduction of SEO for Rockaway 85

86. Titles&Descriptionsareanimportantfactoringaining
agoodCTRwithintheSERPs
The snippet consists of three elements:
• The title, which is shown in blue (title)
• The URL that is displayed in green
• The description text (meta description)
Workshop: Introduction of SEO for Rockaway 86

87. Optimizing Titles&Descriptions
• Optimization of Titles:
– The titles must be unique
– The most important optimizing keyword combination / the most important
keyword should be placed at the beginning of the title
– The titles should be short and descriptive
• Optimization of Meta Description:
– The meta description must be unique
– Within the description the most important keyword combinations should be used,
so that they are highlighted in bold in the SERPs. Therefore the relevance of the
keyword is pointed out (CTR optimization)
– The most important keyword combinations should be placed at the beginning
Workshop: Introduction of SEO for Rockaway 87

88. SummaryRich-Snippets
• Summary:
– Enrich the Snippets and have been introduced in 2009
– Are shown at Google, Yahoo and Bing
– Use of micro formats (also in WMTs) possible
– Penalty for false terms
– Authorship only when logged in
• Google guidlines:
– Google decides
– Varies according to queries
– Deliver as many information as possible
Workshop: Introduction of SEO for Rockaway 88

89. Schema.org –Structureddatamarkup
Schema.org helps search engines to understand information and content
better.
Examples:
– standalone Restaurant with a menu
– store with holiday opening hours
– pharmacy with opening hours and a contact phone number
Workshop: Introduction of SEO for Rockaway 89

90. Schema.org –Structureddatamarkup
Workshop: Introduction of SEO for Rockaway 90

91. Snippets:GoodExamples
Workshop: Introduction of SEO for Rockaway 91

92. Snippets:BadExample
Workshop: Introduction of SEO for Rockaway 92

93. GooglePandaalgorithmupdates
• First Iteration: 11.04.2011 (DE)
• Last update iteration: Friday, 26.09. –
Panda 4.1
• Focus:
– Duplicate content
– Poor/Thin content
– Bad user metrics:
• Bounce rate
• Average time on site
• Page impressions
– Too much advertising on page
• Panda victims:
– address directories, price comparisons,
content farms, thin affiliates
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94. It’saboutAuthority ratherthanAbsoluteAccuracy
• When Google started: Not
enough content Finding
Phase
• Later: Highly accurate
content is better Better
basis for thin afilliates and
content farms
• Post-Panda: Authority more
important than precise
“technically crafted” / target
group specific content
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95. CorePoint:DoUserMetricsBetter
Important:
• CTR in SERPs
• Bounce Rates
• Average time spent on page
Focus on user & design
• Metrics are always relative to
competitors in the SERPs. Not
absolute.
• Google’s logic must be based on
metrics that are accessible to any
web page – thus they become
valid parameters
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96. Correlationvs.Causality
• It’s not about “likes”, “+1s”
and “Tweets”
• It’s not about the
discrimination of webmasters
who make extensive use of
AdSense or other ads It
degrades the above
mentioned user metrics
• “Trust-ability” of a website is
not measurable  affects the
above mentioned metrics
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97. ItNeedsUserorientedStandards
• Improve readability
• Content on the upper two thirds
of a website should be user
oriented
• Navigation and internal links
should be “appealing to click”
• Framed advertising is not readable
content
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98. ItTakesTechnicalStandards
Variations within the HTML!
• Not always 200 words from a
cheap copywriter + H1 + H2
• A major investment in
• a) Better designations +
• b) Stronger multimedia
content  Trends!
• “longtail” pages: Content on
multiple domains / Subdomains
• Unclear: De-indexing of pages
without organic traffic
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99. Agenda
1. Classification of SEO in the
online marketing mix
2. Strategic questions in SEO
3. Classification of onpage factors
4. Onpage factors
5. Classification of offpage factors
6. SEO-KPIs
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100. Internal
Link
InSEOthreedifferentkindsoflinkscanbe
distinguished: FocushereExternalinboundlinks
External
inbound
Link
Link to
(Linktarget)
Link from
(Linksource)
Own Website Other Website
Own
Website
Other
Website
External
outbound
Link
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101. Linkscanbeevaluated fromseveralperspectives
regarding lotofdifferentcharacteristics
Elements of link
evaluation
Characteristics of
the domain
Characteristics of
the link
Characteristics of
the URL including
the link
• Domain
popularity
• Trust
• Content volume
• Content
development
Example
• Number of other
external links
• Internal linking of
the URL within the
domain
• Traffic of the URL
• Anchor text
• Linktarget
• Positioning, e.g.
footer vs. above
the fold
• Title-attribute
Perspective
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102.  Integration of multimedia content
 Integration of expert comments
 Interviews with management
 Etc.
GoogleUpdate„Penguin“
Linkbuilding
before 2012
Penguin 1.0
April 2012
Penguin 2.0
Mai 2013
Penguin 3.0
Q4 2014
InContent Links
Article directories
Social Bookmarks
Forums
Comments
Blogroll
Footerlinks
Links in iFrames
Q&A Sites
Press directories
Guest articles
Advertorials
Incontent Links
Forums
Q&A Sites
Online PR – Link integration
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103. Misbehaviorinlinkmarketing canleadtopenalties
Offpage-Penalty
Manual Action Algorithmic Penalty /Penguin
• „blue“ letters in the WMTs
• Temporary penalties
• Recon possible
• Irregular iteration
• Identification often difficult
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104. ContentMarketing:SEO,PRandMarketing are
becomingone
SEO
Onpage
Offpage
Strategy /
technology
Content
Links
Social Signals
Content
Marketing
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105. Contentmarketing isanintegralpartofSEO
Domain quality
Text quality
Link integration
Offpage-SEO
Brand
SEO-Factor
PR
User
expectations
Branding
Content
optimization
Content quality
User experience
Onpage-SEO
Social Signals
Viral
campaigns
Branding /
Seeding
Social
Convergence of channels
Content Marketing as a link between the disciplines
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106. Ahigh-qualitycontentmarketing campaignextends
overseveralphases
• Collect and evaluate
ideas
• Ideas transferable to
other countries
• The production may
happen via an
external service
provider or with the
help of an in-house
team
Production
• An essential part of
the content
marketing campaign
• The phase with the
largest expense &
investment
Seeding
• Includes all the
objectives defined
• Traffic, Social
signal backlinks
ReportingIdea Generation
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107. Agenda
1. Classification of SEO in the online
marketing mix
2. Strategic questions in SEO
3. Classification of onpage factors
4. Onpage factors
5. Classification of offpage factors
6. SEO-KPIs
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108. KPIs
• Integration
• Business KPIs
• Onpage KPIs
• Offpage KPIs
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109. WhattoconsiderbeforeusingKPI-Models?
• Cycles of data collection
• Point in time vs. Course of time -
observation
• Abstraction forms in relation to
hierarchy
• Consideration of extraordinary
events, e.g. Relaunch
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110. ReportingundMonitoring fromSEO-KPIsenablesfast
responseandcontrol
Monitoring Functions:
• Status
• Control
• Development
• Comparison
• Management
SEO KPI Types
• Performance KPIs
• Onpage KPIs
• Offpage KPIs
• Ranking KPIs
• Link reporting & monitoring
ControllingOnpage
Competitor
Offpage
Rankings
Fast response to changes
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111. • Distinction between brand and non-brand searches
• Brand-terms: consideration of spillover effects through marketing activities
• Number of impressions (= range) measurable by GWT
• Basis: Number of visitors won by SEO measures
• Examples: Conversion rate, sales per visitor, aggregated sales per page type
BusinessKPIs
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112. Visibility&Rankings
• Use of tools necessary
• Recommendation for ranking monitoring: SaaS instead of desktop tools
due to many requests to Google
• track rankings at least for those keywords which are defined by the kw
strategy
• Calculation of aggregated average rankings or ranking changes e.g. Top 100
Workshop: Introduction of SEO for Rockaway 112

113. VisibilityindiciesaresolidproxyforoverallSEOsuccess:
„themodernSEOuberKPI“
The visibility index is higher when:
• You are ranking for more keywords
• You are ranking for keywords with
higher search volume
• You are ranking on top positions
for keywords
• (You are ranking for generic terms
(instead of navigational) -> CTR
distribution in SERPs)
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114. Exampleofarankingdashboard
Month 1 2 3 4 5 6
Top 1 1 3 4
Top 3 1 2 4 6
Top 5 1 3 4 7 10
Top 10 2 5 8 10 15
Top 20 1 5 10 15 20 30
Top 50 5 15 20 30 40 50
Top 100 20 30 40 60 80 90
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115. • Useful for noticing general changes – even on rankings that are not
specifically tracked
• Influenced by the optimised search volume keywords
• Influenced by the number of keywords found
• Caution: No cross-industry visibility comparison – direct competition
comparison useful
SEOVisibilityKPIs
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116. • Input Analysis e.g.
• Number of completed tasks per month
• Number of texts per month
• Programming capacities
• Diagnostic KPIs, e.g.
• Number of indexed pages (through the use of sitemaps at page level)
• Code quality assurance, e.g. testomato.com or codespy.com
• Content Diagnostic, e.g.
• Changes in the CTR by adapting Titles and Descriptions
• Changes time on site and bounce rate by optimising the content
OnpageKPIs
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117. • Monitoring of good valuable links on their continuance
• Definition of objectives in the link acquisition
• Check whether objectives have been achieved for individual campaigns
• Target/Actual comparison
• Analysis of passively obtained through tools such as Ahrefs or MajesticSEO
OffpageKPIs
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118. CompetitorKPIs
• Benchmarking through
• Visibility
• Number of indexed pages/content
• Ranking overlaps in their own keyword set
• Domain popularity
• Qualitative comparison of contents of relevant pages (types)
• Terms e.g. from Alexa and/or Similarweb
Workshop: Introduction of SEO for Rockaway 118

119. Thankyouverymuchforyourattention!
Let‘skeepintouch!
www.akm3.de
www.akm3.com
Paul-Lincke-Ufer 39/40
10999 Berlin
Germany
info@akm3.de
Follow us on
• Twitter
• Google+
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Workshop: Introduction of SEO for Rockaway 119