SEO_Schulung

philipp.doebert

SEO BASICS


Todays Mission…

Don't fall asleep

Never. Ever.


LET’S START!


Key

Performance

Indicators

Fulltime Child

Not an easy job.

SEO

300+

Websites & Blogs

MBA Study

A very blurry time.

Munich Marketing

Academy

Age

This is the best age.

6Years

2

Unkown

Years

Years

40

Years

9School

Years

Online Marketing

10

Years

SEO, SEA, Website Marketing,

Conversionrate Optimization.


What makes

Yumpu a Brand?

We don’t define Yumpu by WHAT WE MAKE,

but by WHAT WE MAKE HAPPEN.


We don’t sell the product

WE SELL THE SOLUTION


WHERE

IS THE

BEEF?


WE SELL

TRAFFIC


TRAFFIC

IS POWER


TRAFFIC

is MONEY


But TRAFFIC

is HARD to get


So, how do you

get Traffic?

1. Direct Traffic (people who already know the brand

—> Print ads, TV, word of mouth….)

2. Referral-Traffic (Backlinks, mentions…)

3. Paid-Traffic (Banner-Ads, Text-Ads, Social-Ads…)

4. Affiliate-Partnerships (kind of paid ads)

5. Owning or renting an E-Mail List

6. Organic Traffic (Search engines, Social

Networks…) =SEO


WHAT IS SEO?

Search engine optimization (SEO) is the practice of

increasing the quantity and quality of traffic to your

website through organic search engine results.


WHY SEO?

1

SEO gets you tons of Traffic for

free (kind of)

2

SEO Turns The Spotlight On Your

Sales Rockstar 24/4

SEO is an effective way to get this ball rolling, by ranking your website

And who would that be? Your website! Think about it. It’s open 24/7,

high and attracting a flood of Web traffic and does not depend on CPC.

all year long, and never calls in sick or reports late to work.

3

SEO Is Rooted In User Intent &

generates highest conversionrate

4

SEO Impacts the Research/

Buying Cycle

Where many forms of online marketing are based interrupting a

Social media, branding and other marketing strategies segue into and

prospect with a sales pitch, SEO is aligned with the intent of a searcher,

complement SEO, the combination strengthening and reinforcing each

meeting your audience halfway with a relevant, targeted message

element to grow your business exponentially… faster.

5

SEO Builds Trust & Credibility

When people search for business critical and relevant keywords, they

6

SEO Is Cost Effective

Over years, SEO has been proven to be one of the most cost effective

should find you at the top of search results. Then, psychology takes

forms of online marketing, delivering a higher return for every dollar

over and prospects will believe that you’re the best.

invested into it over time.


5 MINUTES SEO

1

2 3 4

Research Build Optimize Improve

• Keywords

(crucial!)

• Competition

• Market

• Tech. Setup

• Website Setup

• Content (how

much content?)

• Onsite

• Offsite

• Social Media

• Fresh Content

(not always

good!)

• Conversion

• Promote


SEO RANKING FACTORS


SEO RANKING FACTORS


CUSTOMER-STATEMENTS

DISPROVED BY NUMBERS


WHY SEO?

„We don’t use google…we

rely on [insert alternative]!“ Say whaaat?


WHY SEO?

„Sorry, we sell offline!“ REALLY?

1. 79% of german people have Internet access

2. 94% of products and services are researched online

3. The biggest advantages for online-shoppers are: low prices & order from home

4. In 2016, 71.6% of users in Germany used the internet for online shopping

5. Online sales in 2016 amounted to 62.45 billion in Germany.


WHY SEO?

„We don’t do SEO“ Uhmmm?

Okay, you don’t

want a piece of

that cake!


SEO vs. SEA

„Paid-Ads have greater visibility!“

Paid

(SEA)

Organic

Results (SEO)

=SEM


SEO vs. SEA

„Paid-Ads have greater visibility!“ NOPE!

SEO - Organic Traffic

(visibility)

SEA - Paid Traffic

(visibility)

Rank 1 100 % 50 %

Rank 2 100 % 40 %

Rank 3 100 % 30 %

Rank 4 85 % 20 %

Rank 5 60 % 10 %


SEO vs. SEA

„Paid-Ads have greater visibility!“ NOPE!


SEO vs. SEA

„Paid-Ads have greater visibility!“ NOPE!


SEO vs. SEA

„Paid-Ads have greater visibility!“ NOPE!


WHY SEO?

SEO is not relevant for us“

You’re so funny…


WHY SEO?

„I heard SEO is not profitably“

On which planet?


AND THEN THE CLIENT SAID:

„ I WANT TO BE RANKED BY

TOMORROW“


WHY SEO?

„How fast do I see traffic?“

It depends…

1. Indexation normally happens within 24 hours (up to 4 weeks).

2. Your competitive environment is crucial.

3. Strategic choices / Set of Keywords chosen by customer.

4. Is the niche hot & is there a big market / google-searches behind it?

5. Uniqueness of clients Content and is the content rank-worthy?


WHY YUMPU?

„Okay, I sounds good….But what are

some benefits using Yumpu?“


SEO

BENEFITS

1. Google loves our format (highly optimized content)

2. This results in more Traffic, more organic reach

3. More User-Attention on Content (isolated content)

4. This results in more Conversions and better User

Experience (Time on site, Bouncerate etc.)

5. Social Sharing / Traffic (Wow-Factor because of contentformat)


TECHNICAL

BENEFITS

1. we provide client with a highly SEO-optimized-

Framework for content, which search engines love

2. if magazine is public on yumpu, client profits from

107.107.685 Backlinks and our strong Google-Trust

3. we deliver content as fast as possible (Amazon S3)

4. Yumpu does take the PDF and makes it SEO-friendly

• PDF: Slow loading times

• PDF: hard to read for search-engines

• PDF: Lack of Navigation

• PDF: can’t Implement Structured Markup

• PDF: have lack of Tracking Mechanisms


5 STEPS

for more success with Webkiosk

1

Set Meta Title

The meta title of your webpage gives searchers

and search engines a brief description of its conten

2

3

4

5

Set Meta Description

The meta description that summarizes

a page's content.

Set Meta Tags (hidden)

Metadata will not be displayed on the page, but will be machine

parsable (tags are used by smaller search engines).

Link to Kiosk

The number of backlinks a website has is in a good indicator of its popularity or

importance with search engines and helps inixation of the webkiosk.

Awesome & unique Content

Zusatz: Kunde sollte im Idealfall im Title seine

Brand und die wichtigsten Keywörter nutzen, für

die das Magazin steht.

In die Description kommen im Idealfall nochmals

Keywörter und eine Zusammenfassung, was der

Inhalt des Magazins ist.


WHY YUMPU?

„Does Yumpu create

double content?“


DOUBLE

CONTENT!


WHAT IS DOUBLE

CONTENT?

Duplicate content is content that appears in more

than one place. If the same content appears at more

than one web address, you’ve got duplicate content.


THE PROBLEM


THE SOLUTION


INDEXING - SAY

WHAT?

How it works

In a nutshell.


HOW INDEXING WORKS

4

1

3

2


HOW INDEXING WORKS

1. When a magazine is deleted, it’s

indexing-data gets deleted too.

2. It takes 2-4 weeks for Google to

remove deleted content.

3. To request a faster removal of

deleted content: go to the Remove

outdated content page.

4. Alexa-Ranking is gonna be

affected, because of missing visits

to the deleted magazines/content.


IS SEO

DEAD?

1. People have been saying that “SEO is dead” since the

90s.Google wants to think us it’s dead (they want us to

use Paid Advertisment)

2. Google-Bot still needs Keywords, because he’s forced to

find contextual clues to determine both the reader’s and

writer’s intent

3. People/Users still needs Keywords too


7 COOL THINGS

ANALYTICS

CAN DO.

1. Which campaigns bring the most traffic & conversions.

2. Bouncerate (the percentage of single page visits)

3. Learn what people are searching for onsite/offsite.

4. Visualize what people click on the most.

5. Uncover top/worst content.

6. Determine which pages generate the most ROI.

7. Create Funnels of customer journey.


GOOGLE

OPERATORS

1. site: makes your search results more precise —> breaks

it down to one domain only.

2. You can also drill down into specific sub-domains —>

site:kiosk.example.com

3. You can also drill down to specific content —>

site:kiosk.example.com text goes here

4. If you want to search for an exact-match phrase —>

site:kiosk.example.com „text goes here“

5. Targets it specifically to page titles —>

site:kiosk.example.com intitle:”text * here”

6. Important: site-Operator is not 100% reliable

7. List of Google Operators


SOME NICE

SEO TOOLS.

1. One of the best Rankcheckers: https://

www.accuranker.com/ - shows also the

visibility of Website.

2. Cool Keyword-Tool: https://keywordtool.io/

3. Google Analytics: https://

analytics.google.com/analytics/web/

4. Linkchecker: https://majestic.com/

5. Onsite SEO-Tool: http://onpage.org/


CONFUSED?

QUESTIONS?

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