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SEO | Long-Tail-Keywords strategisch nutzen

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Suchmaschinenoptimierung gehört zu den zentralen Aufgaben im Online-Marketing.
Der Schlüssel zum Erfolg: Klare Vorgaben für die On- und Off-Page-Optimierung.
Referentin: Martina Dalla Vecchia (Professorin an der FHNW Basel)

Publicada em: Estilo de vida
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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SEO | Long-Tail-Keywords strategisch nutzen

  1. 1. SEO: Long-Tail-Keywords strategisch nutzen Das Social Media Framework Prof. Martina Dalla Vecchia, FHNW1 | 2012 Prof. Martina Dalla Vecchia @ CS2 «SEO | Long-Tail-Keywords strategisch nutzen »
  2. 2. Wer nicht weiss, wonach Kunden suchen, wird diese auch nicht finden! #CS2session2 | 2012 Prof. Martina Dalla Vecchia @ CS2 | CAS ECOM | Kick Off Martina Dalla Vecchia «SEO | 2009 Hochschule für Wirtschaft | © Long-Tail-Keywords strategisch nutzen » 2
  3. 3. http://www.personalizemedia.com/the-count/3 | 2012 Prof. Martina Dalla Vecchia @ CS2 | CAS ECOM | Kick Off Martina Dalla Vecchia «SEO | 2009 Hochschule für Wirtschaft | © Long-Tail-Keywords strategisch nutzen » 3
  4. 4. Wo entsteht der Social Media Mehrwert? Sichtbarkeit Suchmaschinen-Relevanz schaffen Themenvorherrschaft wahrnehmen Netzwerke visualisieren Interaktion Gespräche, Fragen, Mit-Diskutieren, Crowdsourcing, Community-Building Collaboration/Zusammenarbeit Messbarkeit Monitoring: Brand, Marken, Themen Effizienz eigener Aktivitäten auswerten Frühwarnsystem: Trends erkennen4 | 2012 Prof. Martina Dalla Vecchia @ CS2 | CAS ECOM | Kick Off Martina Dalla Vecchia «SEO | 2009 Hochschule für Wirtschaft | © Long-Tail-Keywords strategisch nutzen » 4
  5. 5. Google Rankingfaktoren Quelle: http://searchenginewatch.com/article/2065492/The-Role-of-On-Page-SEO-Content-Relevance-Not-Rankings5 | 2012 Prof. Martina Dalla Vecchia @ CS2 | CAS ECOM | Kick Off Martina Dalla Vecchia «SEO | 2009 Hochschule für Wirtschaft | © Long-Tail-Keywords strategisch nutzen » 5
  6. 6. Die Social Media Plattformen6 | 2012 Prof. Martina Dalla Vecchia @ CS2 | CAS ECOM | Kick Off Martina Dalla Vecchia «SEO | 2009 Hochschule für Wirtschaft | © Long-Tail-Keywords strategisch nutzen » 6
  7. 7. Suchmaschinen-Marketing  Alle Massnahmen eines Unternehmens mit den Ziel der Präsenz in Suchmaschinen. >> Website-Optimierung (SEO Search Engine Optimization) >> Anmeldung bei Suchmaschinen >> Monitoring und Feintuning der Platzierung >> Suchwortbezogene Werbung: Pay-per-Click (Google AdWords)7 | 2012 Prof. Martina Dalla Vecchia @ CS2 | CAS ECOM | Kick Off Martina Dalla Vecchia «SEO | 2009 Hochschule für Wirtschaft | © Long-Tail-Keywords strategisch nutzen » 7
  8. 8. Strategischer Impact von Suchmaschinen-Marketing  Neue Kunden & Märkte (Umsatz, Kontakte etc.)  Kundenbindung  Bekanntheitsgrad  Image-Wirkung  Branding8 | 2012 Prof. Martina Dalla Vecchia @ CS2 | CAS ECOM | Kick Off Martina Dalla Vecchia «SEO | 2009 Hochschule für Wirtschaft | © Long-Tail-Keywords strategisch nutzen » 8
  9. 9. Instrumente des SMM  Originäres Suchergebnis  Suchwort-bezogene Werbung >> Pay-per-Click >> Pay-per-View9 | 2012 Prof. Martina Dalla Vecchia @ CS2 | CAS ECOM | Kick Off Martina Dalla Vecchia «SEO | 2009 Hochschule für Wirtschaft | © Long-Tail-Keywords strategisch nutzen » 9
  10. 10. SMM im Überblick SEO AdWords Organisches Suchwort-bezogene Listing Werbung  Vorgehen Website optimieren Buchung/Anzeige Anmeldung bei SM Optimierung  Kosten Einmaliges SEO & Laufend pro Click Laufende Pflege oder Einblendung  Kontrolle Webanalyse Anbieter-Statistik CAS ECOM | Kick Off |10 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 10
  11. 11. On-Site Ranking-Elemene (Keyword Usage) 100 URL 80 Seitentitel 30 Description 50 Text 60 Überschriften 150 Linktext 80 Bildtext …. 1450 Punkte* * Stark vereinfachtes Beispiel CAS ECOM | Kick Off |11 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 11
  12. 12. Suche 2.0 bei Google CAS ECOM | Kick Off |12 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 12
  13. 13. SEO und Social Media CAS ECOM | Kick Off |13 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 13
  14. 14. SEO Hilfe CAS ECOM | Kick Off |14 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 14
  15. 15. Suche 2.0 Long-Tail-Keyword CAS ECOM | Kick Off |15 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 15
  16. 16. Begriffe im SEO Umfeld  SEO Search Engine Optimization  Keyword Suchbegirff  Short-Tail-Keyword oder auch Head-Terms 1-2 Such-Wörter oder –Phrasen  Long-Tail-Keyword 3 und mehr Such-Wörter oder –Phrasen  SERP Search Engin Result Page CAS ECOM | Kick Off |16 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 16
  17. 17. Online-Marketing-Theorie: The Long-Tail Quelle: Chris Anderson, US-amerikanische Journalist und Chefredakteur des Wired Magazine, 2004 Grafik: www.marketinghub.com CAS ECOM | Kick Off |17 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 17
  18. 18. Long-Tail-Keywords Quelle: www.eliance.com CAS ECOM | Kick Off |18 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 18
  19. 19. Long Tail Keywords Quelle: http://www.searchenginepartner.com/Latest-SEO-News/seo-trends-utilysing-lsi-and-the-long-tail.html CAS ECOM | Kick Off |19 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 19
  20. 20. Besucherstrom durch Long-Tail-Keywords Quelle: www.hubspot.com CAS ECOM | Kick Off |20 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 20
  21. 21. 3 Gründe für Long-Tail-Keywords  Weniger Wettbewerb & Substantieller Traffic: Gute Suchergebnis-Positionierung Nischenabdeckung, mehr Kunden-Wissen Übereinstimmung mit Such-Bedürfnis  Konvertierung: Gezielte Suchen führen zu Abschlüssen  Kostenvorteil: Listing im Gratis-Ranking AdWords sind gezielter CAS ECOM | Kick Off |21 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 21
  22. 22. Keyword-Analyse  Autovervollständigung Google (Google Suggest)  Auswertung des Log-Files  Auswertung Google Adwords & Webanalyse-Tools  Keywords der Mitbewerber analysieren  Keyword-Datenbanken (z.B. Google Keyword Tool)  Brainstorming/-writing  Kundenbefragungen CAS ECOM | Kick Off |22 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 22
  23. 23. Was ist ein gutes Keyword? Quelle: Lukas Stuber, Yourposition GmbH Zürich, im CAS E-Commerce & Online-Marketing 2012 CAS ECOM | Kick Off |23 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 23
  24. 24. Quelle: http://www.ranking-check.de/blog/angriff-auf-den-longtail/ CAS ECOM | Kick Off |24 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 24
  25. 25. Quelle: http://searchenginewatch.com/article/2132155/On-Page-Optimization-Not-Dead-Long-Tail-Keywords-Increase-Rankings-Conversions-STUDY CAS ECOM | Kick Off |25 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 25
  26. 26. Long-Tail-Keyword-Tool: Google Insights Quelle: https://adwords.google.ch/select/KeywordToolExternal CAS ECOM | Kick Off |26 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 26
  27. 27. Long-Tail-Keyword-Tool: Google AdWords Quelle: https://adwords.google.ch/select/KeywordToolExternal CAS ECOM | Kick Off |27 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 27
  28. 28. Long-Tail-Keyword-Tool Quelle: http://www.seokai.com/tools/long-tail-keyword-tool/ CAS ECOM | Kick Off |28 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 28
  29. 29. SEO - Long-Tail-Keyword LTK On-Site: LTK in Off-Site: LTK in  URL  Links für Marktpartner  Seitentitel  Blogbeiträgen & Verlinkung auf ältere  Text Beiträge  Überschriften  Diskussionsbeiträgen  Bildbeschriftungen auf SM-Plattformen  Linktext  Social Media: Bilder, Videos, Pins … CAS ECOM | Kick Off |29 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 29
  30. 30. Regelkreislauf Define Control Measure Improve Analyze CAS ECOM | Kick Off |30 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 30
  31. 31. Social Media Framework 1 Social Media Strategie 2 Social Media Policy 3 Social Media Konzept 4 Social Media Publikationsplan 5 Social Media Monitoring CAS ECOM | Kick Off |31 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 31
  32. 32. 4 Social Media Publikationsplan CAS ECOM | Kick Off |32 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 32
  33. 33. You are what you share! Charles Leadbeater We Think: The Power Of Mass Creativity 2008 CAS ECOM | Kick Off |33 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 33
  34. 34. E-Mail: martina.dallavecchia@fhnw.ch Web: www.fhnw.ch/iwi/weiterbildung www.bpx.ch Blog: www.dallavecchia.ch Twitter: mdallavecchia Xing: Martina Dalla Vecchia Leitung folgender Zertifikatslehrgänge: CAS E-Commerce & Online-Marketing, FHNW Fokus: Neukundengewinnung und Käufe realiersen www.fhnw.ch/iwi/online-marketing CAS Social Media, Conversion Management & Webanalyse, FHNW Fokus: Netzwerke aufbauen, pflegen und monitoren www.fhnw.ch/iwi/social-media CAS ECOM | Kick Off |34 | 2012 Prof. Martina Dalla Vecchia @ CS2 Martina Dalla Vecchia «SEO 2009 Hochschule für Wirtschaft | » © | Long-Tail-Keywords strategisch nutzen 34

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