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FirstFocus Search Engine Optimization - Back To SEO Basics
1. Search Engine Strategies Amsterdam 2009 SEO - back to basics Menno Flikkema, FirstFocus bv http://www.firstfocus.eu (dutch) http://en.firstfocus.eu (international)
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4. New channels change nature of web 2001 : So I have to tell about this thing my cat did today 2004 : Pictures of my cat 2005 : Seems logical, movies of my cat 2007 : 01:12 My cat just sneezed 01:13 My cat sneezed again. 01:16 The cat hasn’t sneezed recently 01:16 Getting worried 2008: follow my cat 24/7 March 3 rd , 2009: In a survey by German broadband association Bitkom around 84 percent of respondents aged 19-29 said they would rather do without their current partner or an automobile than forego their connection to the Web. ( reuters ) 2009: Y ou did WHAT to that poor cat?
8. I t all boils down to traffic 10-30% 20-30% 20-30% 40-60% CTR = Click Through Rate
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10. T ry to make some educated guesses research suggests avg. 89/11% http://www.seomoz.org/blog/clickthrough-rates-in-the-serps-what-are-the-real-numbers CTR from First SERP page ~70% Second page and further ~30% Very different per keyword!
11. What is your average CTR? 20 % 18 % 15 % 13 % 22 % 10 % 5 % 3 % 2 % 25 % 0,3 % 15 %
17. The basics of SEO SEA Technology Content Authority Quick wins Time consuming but necessary Consistent content, patience, good neighborhoods €€€ Buy your way in, but not now SEO Time, effort
27. What is top of mind? I need a hotel reservation! Going out, weekend city trip Need hotel for business Luxury Need a hotel today Looking for reviews Want boutique hotel
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29. The long tail works for Hotelvandaag.nl Nice hotel Romantic hotel Boutique hotel Restaurants 58000+ different queries
30. Check your focus Use online tools to check focus Each page has a content fingerprint Search “keyword cloud”
31. SEO: Authority This should be a continuous process Authority ..by looking at who’s linking to the competition
34. Migrate existing trusted domains Redirect page by page The fast track to links 30 000+ links “ Never buy links, buy sites!” Marcus Tandler, SES Hamburg 2008 Use the power of your old domains
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36. Improve conversion with search Make search central to fact based online marketing and improved conversion Search Optimization Analytics Reports