The document discusses search engine optimization and online marketing. It covers the basics of how search engines work, the importance of links and domain authority, and strategies for search engine advertising, on-site optimization like keywords and page structure, and off-site optimization like link building. Specific techniques are mentioned like optimizing titles, descriptions, images and internal links to improve rankings. The presentation provides an overview of key online marketing concepts.

1. NHTV in E-business mindshift in our markets @rmsimons #NHTVED2011 De geheimen van een goede website. Carl Grefkens Uitkomsten onderzoek "Gebruik Nieuwe media". Corne Dijkmans Web 2.0 for real: Retailwiki. Jeroen Vinkesteijn Marketing.com. Wim van der Mark Search Engine Marketing. Rob Simons Revolutie: effecten van "E-" op onze markten. Gerard Gielen Digital businessmodels. Herman Lier Revolution: effects of "E-" on our markets. Gerard Gielen Search Engine Marketing. Rob Simons Hands on Websites: don't get lost. Carl Grefkens Web 2.0 for real: Retailwiki. Jeroen Vinkesteijn Results research "Use of new media". Corne Dijkmans

2. Search Engine Marketing Rob Simons @rmsimons #NHTVED2011 De geheimen van een goede website. Carl Grefkens Uitkomsten onderzoek "Gebruik Nieuwe media". Corne Dijkmans Web 2.0 for real: Retailwiki. Jeroen Vinkesteijn Marketing.com. Wim van der Mark Search Engine Marketing. Rob Simons Revolutie: effecten van "E-" op onze markten. Gerard Gielen Digital businessmodels. Herman Lier Revolution: effects of "E-" on our markets. Gerard Gielen Search Engine Marketing. Rob Simons Hands on Websites: don't get lost. Carl Grefkens Web 2.0 for real: Retailwiki. Jeroen Vinkesteijn Results research "Use of new media". Corne Dijkmans

3. @rmsimons #NHTVED2011 today’s Twitter hashtag: #NHTVED2011

4. Rob Simons @rmsimons #NHTVED2011 My background: ITMC Alumnus Online Marketing Manager – wiki-travel guide Earth.org NHTV: mostly (online) marketing courses MSc in Marketing at VU (class of 2012) Born in 1980

5. @rmsimons #NHTVED2011 what’s on the menu: http://www.flickr.com/photos/omefrans/4421251238/ the search engine landscape how search engines work search engine advertising (SEA) search engine optimization (SEO) link building strategies

6. 1. the search landscape http://blog.cagle.com | @rmsimons #NHTVED2011

7. this means 100 billion search queries each month! 2 billion people on the internet = average of 50 search queries! http://www.seomoz.org how much do we actually search online? worldwide growth of searches @rmsimons #NHTVED2011

8. 2. how search engines work http://www.zastavki.com/eng/Drawn_wallpapers/wallpaper-18812.htm @rmsimons #NHTVED2011

9. without links the search engine might not even find this website the whole internet is mapped crawling & indexing by search engine robots http://www.seomoz.org @rmsimons #NHTVED2011

10. which websites are important? domain authority http://www.seomoz.org @rmsimons #NHTVED2011

11. An algorithm (calculation) Google uses to determine the importance of a website on a scale of 0-10. You can compare it to references in scientific articles. The more a source is reffered to, the more credible/ importance it is. So, the more (high quality) links lead to your website, the more important your website probably is. Google PageRank (PR) @rmsimons #NHTVED2011

12. division of Google PageRank (PR) is algoritmic, not lineair http://www.einfach-persoenlich.de/2007-05-18/google-der-google-pagerank-berg-anschaulich-visualisiert.html @rmsimons #NHTVED2011

13. what is most important to Google in ranking websites? http://www.seomoz.org @rmsimons #NHTVED2011

14. Click Through Rate (CTR) (how many times is clicked in %) http://www.seomoz.org @rmsimons #NHTVED2011

15. Paid Organic 90% of the clicks organic vs. paid results 10% of the clicks http://www.seomoz.org @rmsimons #NHTVED2011

16. 3. search engine advertising (SEA) SEA is not further discussed in depth in this lecture http://www.flickr.com/photos/brainfarts/97676505/sizes/l/ @rmsimons #NHTVED2011 Google Adwords

17. 4. search engine optimization (SEO) http://www.flickr.com/photos/brainfarts/97676505/sizes/l/ adapting the technology, content & link strategy of a website, with the goal to make your pages more easy to find in the search engines. (“free”) @rmsimons #NHTVED2011

18. where to start? http://www.seomoz.org onsite offsite @rmsimons #NHTVED2011

19. accessible content by means of a good internal linking structure http://www.seomoz.org @rmsimons #NHTVED2011

20. content of high quality avoid duplicate content http://www.seomoz.org @rmsimons #NHTVED2011

21. what does Google do with duplicate content? http://www.seomoz.org @rmsimons #NHTVED2011

22. www.nationalgeographic.com/animals/african-elephants search engine friendly URL’s http://thepreppyprincess.wordpress.com single domain simple folder structure with relevant keywords keywords in the pagename, seperated by a dash @rmsimons #NHTVED2011

23. Xyz3.nationalgeographic.com/?amg=vv&sd=8 search engine UN friendly URL’s redundant sub-domain no keywords, completely unclear what can be found here http://www.flickr.com/photos/sonrisaelectrica/3910330593/sizes/l @rmsimons #NHTVED2011

24. broken links en 404 pages http://www.mundofox.com @rmsimons #NHTVED2011

25. broken links en 404 pages http://www.mundofox.com @rmsimons #NHTVED2011

26. broken links en 404 pages http://www.mundofox.com @rmsimons #NHTVED2011

27. XML sitemaps a digital “map” which shows search robots around on your website http://www.seomoz.org @rmsimons #NHTVED2011

28. a search engine friendly website the important stuff http://www.flickr.com/photos/38148940@N05/3516178671/sizes/m/ @rmsimons #NHTVED2011

29. Every page should have unique, accurate page titles If a page was pre-existing, the page title should stay exactly as it was before Title should reflect page’s targeted keyphrase page titles can be found in the top bar of the browser or in the tab title @rmsimons #NHTVED2011

30. meta descriptions these are “hidden” in the HTML code of your website http://www.seomoz.org @rmsimons #NHTVED2011

31. anchor text how are your links “wrapped” http://www.seomoz.org @rmsimons #NHTVED2011

32. good content (page copy) the use of good and descriptive keywords http://www.seomoz.org @rmsimons #NHTVED2011

33. alt(ernative) attributes these are “hidden” in the HTML code of your website good use of keywords in the alt tag http://www.seomoz.org @rmsimons #NHTVED2011

34. http://www.flickr.com/photos/38148940@N05/3516178671/sizes/m/ a search engine friendly website the LESS important stuff @rmsimons #NHTVED2011

35. meta keywords tag these are also “hidden” in the HTML code of your website http://www.seomoz.org @rmsimons #NHTVED2011

36. header tags: H1, H2, H(x) these are also “hidden” in the HTML code of your website @rmsimons #NHTVED2011

37. submit your website with search engines (don’t bother) http://www.seomoz.org Since 2001, search engine submission has not only not been required, but is actually virtually useless. If you hear a pitch from an SEO offering “search engine submission” services, run, don’t walk (seomoz.org) @rmsimons #NHTVED2011

38. 5. link building strategies (ensure that your website can be found from third party websites) @rmsimons #NHTVED2011

39. why collect links? without links your website will be difficult to find  difficult to find means no visitors  no visitors means no sales  no sales means no profit http://2fm.rte.ie/blogs/colm_jim_jims_blogggggg/ @rmsimons #NHTVED2011

40. how do you know how many links you have? http://www.opensiteexplorer.org @rmsimons #NHTVED2011

41. 8 basic ways of link building http://www.poolcentrumdemunt.nl @rmsimons #NHTVED2011

42. #1 – manual link requests http://www.seomoz.org @rmsimons #NHTVED2011

43. #2 – check out the links of your competitors http://www.seomoz.org @rmsimons #NHTVED2011

44. #3 – your content on other websites http://www.seomoz.org http://www.seomoz.org @rmsimons #NHTVED2011

45. #4 – linkbait and viral campaigns http://www.seomoz.org http://www.seomoz.org @rmsimons #NHTVED2011

46. #5 – content, technology & API’s ( application programming interface ) http://www.seomoz.org http://www.seomoz.org @rmsimons #NHTVED2011

47. #6 – partnering, back links & swapping http://www.seomoz.org http://www.seomoz.org @rmsimons #NHTVED2011

48. #7 – paid links http://www.seomoz.org http://www.seomoz.org @rmsimons #NHTVED2011

49. #8 – link reclamation http://www.seomoz.org http://www.seomoz.org @rmsimons #NHTVED2011

50. questions? @rmsimons #NHTVED2011

51. http://www.flickr.com/photos/omefrans/4421251238/ http://blog.cagle.com http://www.seomoz.org http://www.zastavki.com/eng/Drawn_wallpapers/wallpaper-18812.htm http://www.einfach-persoenlich.de/2007-05-18/google-der-google-pagerank-berg-anschaulich-visualisiert.html http://www.flickr.com/photos/brainfarts/97676505/sizes/l/ http://thepreppyprincess.wordpress.com http://www.flickr.com/photos/sonrisaelectrica/3910330593/sizes/l http://www.mundofox.com http://www.flickr.com/photos/38148940@N05/3516178671/sizes/m/ http://www.flickr.com/photos/38148940@N05/3516178671/sizes/m/ http://2fm.rte.ie/blogs/colm_jim_jims_blogggggg/ http://www.opensiteexplorer.org http://www.poolcentrumdemunt.nl References @rmsimons #NHTVED2011