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<strong>SEO</strong> BASICS
Todays Mission…<br />
Don't fall asleep<br />
Never. Ever.
LET’S START!
Key<br />
Performance<br />
Indicators<br />
Fulltime Child<br />
Not an easy job.<br />
<strong>SEO</strong><br />
300+<br />
Websites & Blogs<br />
MBA Study<br />
A very blurry time.<br />
Munich Marketing<br />
Academy<br />
Age<br />
This is the best age.<br />
6Years<br />
2<br />
Unkown<br />
Years<br />
Years<br />
40<br />
Years<br />
9School<br />
Years<br />
Online Marketing<br />
10<br />
Years<br />
<strong>SEO</strong>, SEA, Website Marketing,<br />
Conversionrate Optimization.
What makes<br />
Yumpu a Brand?<br />
We don’t define Yumpu by WHAT WE MAKE,<br />
but by WHAT WE MAKE HAPPEN.
We don’t sell the product<br />
WE SELL THE SOLUTION
WHERE<br />
IS THE<br />
BEEF?
WE SELL<br />
TRAFFIC
TRAFFIC<br />
IS POWER
TRAFFIC<br />
is MONEY
But TRAFFIC<br />
is HARD to get
So, how do you<br />
get Traffic?<br />
1. Direct Traffic (people who already know the brand<br />
—> Print ads, TV, word of mouth….)<br />
2. Referral-Traffic (Backlinks, mentions…)<br />
3. Paid-Traffic (Banner-Ads, Text-Ads, Social-Ads…)<br />
4. Affiliate-Partnerships (kind of paid ads)<br />
5. Owning or renting an E-Mail List<br />
6. Organic Traffic (Search engines, Social<br />
Networks…) =<strong>SEO</strong>
WHAT IS <strong>SEO</strong>?<br />
Search engine optimization (<strong>SEO</strong>) is the practice of<br />
increasing the quantity and quality of traffic to your<br />
website through organic search engine results.
WHY <strong>SEO</strong>?<br />
1<br />
<strong>SEO</strong> gets you tons of Traffic for<br />
free (kind of)<br />
2<br />
<strong>SEO</strong> Turns The Spotlight On Your<br />
Sales Rockstar 24/4<br />
<strong>SEO</strong> is an effective way to get this ball rolling, by ranking your website<br />
And who would that be? Your website! Think about it. It’s open 24/7,<br />
high and attracting a flood of Web traffic and does not depend on CPC.<br />
all year long, and never calls in sick or reports late to work.<br />
3<br />
<strong>SEO</strong> Is Rooted In User Intent &<br />
generates highest conversionrate<br />
4<br />
<strong>SEO</strong> Impacts the Research/<br />
Buying Cycle<br />
Where many forms of online marketing are based interrupting a<br />
Social media, branding and other marketing strategies segue into and<br />
prospect with a sales pitch, <strong>SEO</strong> is aligned with the intent of a searcher,<br />
complement <strong>SEO</strong>, the combination strengthening and reinforcing each<br />
meeting your audience halfway with a relevant, targeted message<br />
element to grow your business exponentially… faster.<br />
5<br />
<strong>SEO</strong> Builds Trust & Credibility<br />
When people search for business critical and relevant keywords, they<br />
6<br />
<strong>SEO</strong> Is Cost Effective<br />
Over years, <strong>SEO</strong> has been proven to be one of the most cost effective<br />
should find you at the top of search results. Then, psychology takes<br />
forms of online marketing, delivering a higher return for every dollar<br />
over and prospects will believe that you’re the best.<br />
invested into it over time.
5 MINUTES <strong>SEO</strong><br />
1<br />
2 3 4<br />
Research Build Optimize Improve<br />
• Keywords<br />
(crucial!)<br />
• Competition<br />
• Market<br />
• Tech. Setup<br />
• Website Setup<br />
• Content (how<br />
much content?)<br />
• Onsite<br />
• Offsite<br />
• Social Media<br />
• Fresh Content<br />
(not always<br />
good!)<br />
• Conversion<br />
• Promote
<strong>SEO</strong> RANKING FACTORS
<strong>SEO</strong> RANKING FACTORS
CUSTOMER-STATEMENTS<br />
DISPROVED BY NUMBERS
WHY <strong>SEO</strong>?<br />
„We don’t use google…we<br />
rely on [insert alternative]!“ Say whaaat?
WHY <strong>SEO</strong>?<br />
„Sorry, we sell offline!“ REALLY?<br />
1. 79% of german people have Internet access<br />
2. 94% of products and services are researched online<br />
3. The biggest advantages for online-shoppers are: low prices & order from home<br />
4. In 2016, 71.6% of users in Germany used the internet for online shopping<br />
5. Online sales in 2016 amounted to 62.45 billion in Germany.
WHY <strong>SEO</strong>?<br />
„We don’t do <strong>SEO</strong>“ Uhmmm?<br />
Okay, you don’t<br />
want a piece of<br />
that cake!
<strong>SEO</strong> vs. SEA<br />
„Paid-Ads have greater visibility!“<br />
Paid<br />
(SEA)<br />
Organic<br />
Results (<strong>SEO</strong>)<br />
=SEM
<strong>SEO</strong> vs. SEA<br />
„Paid-Ads have greater visibility!“ NOPE!<br />
<strong>SEO</strong> - Organic Traffic<br />
(visibility)<br />
SEA - Paid Traffic<br />
(visibility)<br />
Rank 1 100 % 50 %<br />
Rank 2 100 % 40 %<br />
Rank 3 100 % 30 %<br />
Rank 4 85 % 20 %<br />
Rank 5 60 % 10 %
<strong>SEO</strong> vs. SEA<br />
„Paid-Ads have greater visibility!“ NOPE!
<strong>SEO</strong> vs. SEA<br />
„Paid-Ads have greater visibility!“ NOPE!
<strong>SEO</strong> vs. SEA<br />
„Paid-Ads have greater visibility!“ NOPE!
WHY <strong>SEO</strong>?<br />
„<strong>SEO</strong> is not relevant for us“<br />
You’re so funny…
WHY <strong>SEO</strong>?<br />
„I heard <strong>SEO</strong> is not profitably“<br />
On which planet?
AND THEN THE CLIENT SAID:<br />
„ I WANT TO BE RANKED BY<br />
TOMORROW“
WHY <strong>SEO</strong>?<br />
„How fast do I see traffic?“<br />
It depends…<br />
1. Indexation normally happens within 24 hours (up to 4 weeks).<br />
2. Your competitive environment is crucial.<br />
3. Strategic choices / Set of Keywords chosen by customer.<br />
4. Is the niche hot & is there a big market / google-searches behind it?<br />
5. Uniqueness of clients Content and is the content rank-worthy?
WHY YUMPU?<br />
„Okay, I sounds good….But what are<br />
some benefits using Yumpu?“
<strong>SEO</strong><br />
BENEFITS<br />
1. Google loves our format (highly optimized content)<br />
2. This results in more Traffic, more organic reach<br />
3. More User-Attention on Content (isolated content)<br />
4. This results in more Conversions and better User<br />
Experience (Time on site, Bouncerate etc.)<br />
5. Social Sharing / Traffic (Wow-Factor because of contentformat)
TECHNICAL<br />
BENEFITS<br />
1. we provide client with a highly <strong>SEO</strong>-optimized-<br />
Framework for content, which search engines love<br />
2. if magazine is public on yumpu, client profits from<br />
107.107.685 Backlinks and our strong Google-Trust<br />
3. we deliver content as fast as possible (Amazon S3)<br />
4. Yumpu does take the PDF and makes it <strong>SEO</strong>-friendly<br />
• PDF: Slow loading times<br />
• PDF: hard to read for search-engines<br />
• PDF: Lack of Navigation<br />
• PDF: can’t Implement Structured Markup<br />
• PDF: have lack of Tracking Mechanisms
5 STEPS<br />
for more success with Webkiosk<br />
1<br />
Set Meta Title<br />
The meta title of your webpage gives searchers<br />
and search engines a brief description of its conten<br />
2<br />
3<br />
4<br />
5<br />
Set Meta Description<br />
The meta description that summarizes<br />
a page's content.<br />
Set Meta Tags (hidden)<br />
Metadata will not be displayed on the page, but will be machine<br />
parsable (tags are used by smaller search engines).<br />
Link to Kiosk<br />
The number of backlinks a website has is in a good indicator of its popularity or<br />
importance with search engines and helps inixation of the webkiosk.<br />
Awesome & unique Content<br />
Zusatz: Kunde sollte im Idealfall im Title seine<br />
Brand und die wichtigsten Keywörter nutzen, für<br />
die das Magazin steht.<br />
In die Description kommen im Idealfall nochmals<br />
Keywörter und eine Zusammenfassung, was der<br />
Inhalt des Magazins ist.
WHY YUMPU?<br />
„Does Yumpu create<br />
double content?“
DOUBLE<br />
CONTENT!
WHAT IS DOUBLE<br />
CONTENT?<br />
Duplicate content is content that appears in more<br />
than one place. If the same content appears at more<br />
than one web address, you’ve got duplicate content.
THE PROBLEM
THE SOLUTION
INDEXING - SAY<br />
WHAT?<br />
How it works<br />
In a nutshell.
HOW INDEXING WORKS<br />
4<br />
1<br />
3<br />
2
HOW INDEXING WORKS<br />
1. When a magazine is deleted, it’s<br />
indexing-data gets deleted too.<br />
2. It takes 2-4 weeks for Google to<br />
remove deleted content.<br />
3. To request a faster removal of<br />
deleted content: go to the Remove<br />
outdated content page.<br />
4. Alexa-Ranking is gonna be<br />
affected, because of missing visits<br />
to the deleted magazines/content.
IS <strong>SEO</strong><br />
DEAD?<br />
1. People have been saying that “<strong>SEO</strong> is dead” since the<br />
90s.Google wants to think us it’s dead (they want us to<br />
use Paid Advertisment)<br />
2. Google-Bot still needs Keywords, because he’s forced to<br />
find contextual clues to determine both the reader’s and<br />
writer’s intent<br />
3. People/Users still needs Keywords too
7 COOL THINGS<br />
ANALYTICS<br />
CAN DO.<br />
1. Which campaigns bring the most traffic & conversions.<br />
2. Bouncerate (the percentage of single page visits)<br />
3. Learn what people are searching for onsite/offsite.<br />
4. Visualize what people click on the most.<br />
5. Uncover top/worst content.<br />
6. Determine which pages generate the most ROI.<br />
7. Create Funnels of customer journey.
GOOGLE<br />
OPERATORS<br />
1. site: makes your search results more precise —> breaks<br />
it down to one domain only.<br />
2. You can also drill down into specific sub-domains —><br />
site:kiosk.example.com<br />
3. You can also drill down to specific content —> <br />
site:kiosk.example.com text goes here<br />
4. If you want to search for an exact-match phrase —> <br />
site:kiosk.example.com „text goes here“<br />
5. Targets it specifically to page titles —> <br />
site:kiosk.example.com intitle:”text * here”<br />
6. Important: site-Operator is not 100% reliable<br />
7. List of Google Operators
SOME NICE<br />
<strong>SEO</strong> TOOLS.<br />
1. One of the best Rankcheckers: https://<br />
www.accuranker.com/ - shows also the<br />
visibility of Website.<br />
2. Cool Keyword-Tool: https://keywordtool.io/<br />
3. Google Analytics: https://<br />
analytics.google.com/analytics/web/<br />
4. Linkchecker: https://majestic.com/<br />
5. Onsite <strong>SEO</strong>-Tool: http://onpage.org/
CONFUSED?<br />
QUESTIONS?
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