Web visibility 2
- 1. Web VisibilityEURAXESS National Portal Administrators’ MeetingTallinn, 16th May 2011
- 2. Understand your audience – Strategic ApproachWhat do you want to achieve and how are you going to achieve it?COMPANY: What does your client want, really?
- 3. CATEGORY: How should we define or frame the category
- 4. COMPETITION: What are your competitors’ strategies and positioning?
- 5. CONSUMER: Who are the most attractive prospects, and what do they want or need?
- 6. CHANNELS: What’s the selling environment like?Brand key vision ( the DNA of the EURAXESS brand)EURAXESS offers me all the support to find the right research talent, and support services for the recruitment .Research talent should be stimulated to stay in, or come to, EuropeEngaging
- 7. Progressive
- 8. Maternal
- 9. InspiringWE TAKE CARE OF RESEARCH TALENTPersonality & ValuesBenefitsEURAXESS needs to emotionally engage... Instead of giving rational reasons why EURAXESS has the right services offering, you need to l emotionally engage with your target audience.
- 10. The 3 Web Visibility PillarsDirect visitsSearch EnginesSocial Networks
- 11. How it worksDIRECT VISITSTraditional Corporate communicationasCorporate identity
- 12. Advertising
- 13. Public relations
- 14. Etc.Traditional ToolsDevelopment of a customised mailing campaign to either HR departments or managers directlyArrange meetings with HR departments in the private-sectorUnderstand their issues and needsPrepare customised presentationprinted advertisingAdvertorialsMedia relations (interviews)EVENTS (Vital tool to promote EURAXESS and disseminate information on the initiative)
- 15. How it worksSEARCH ENGINESSearchengineswebsitesasGoogle
- 16. Yahoo
- 17. Bing
- 18. Etc.Searchengines at a glanceSEARCH ENGINES
- 19. How search engine’s algorithmworksSEARCH ENGINESPagefactorOff the pagefactorLocationKeywords that appear, in the title, or near the top of the page, are deemed more relevant
- 20. FrequencyKeywords with a higher frequency in the page are deemed more relevant
- 21. Link analysisBy analyzing how the page links to other pages in the Web, the search engine determines:
- 22. what a page is about
- 23. if that page is deemed to be "important“
- 24. Clickthrough measurementThe search engine rewards the most clicked pages with higher positionWhat you cannot doSEARCH ENGINES1. There are no shortcuts to a better rank on search engines2. If your pages are not relevant to the users needs, they cannot appear at the top of the search result
- 25. The dark side of SEOSEARCH ENGINESBlack hat: SEO techniques that try to manipulate search engine results.Black hat SEO attempts to improve rankings in ways that are disapproved by the search engines, or involve deception. Search engines may penalize sites they discover using black hat methods, either by reducing their rankings or eliminating their listings from their databases altogether.Black hats tend to produce results in the short-term.
- 26. 4 Keys to success on search enginesCreate original and useful contentSearchEngineOptimizationoptimizeyour pages for search enginesSearchEngine Marketingpromoteyour web site by Pay-Per-Click advertisingSocial networksShare your contents by social networksSEARCH ENGINES
- 27. SearchEngine OptimizationSEARCH ENGINESDo’sDont’sSemantic HTML properlyKeywords in a meaningful waySpam techniqueUnreliable hostsFrames and redirectsOrphan pagesDeep linkingDuplicate of existing contentVery large pages
- 28. SearchEngine MarketingSEARCH ENGINESPromote your web site by pay-per-click advertising services, i.e.Google AdWords, Yahoo! Sponsored Search, Microsoft adCenter, etc.
- 29. How it worksSOCIAL NETWORKSSocial network websites as
- 30. Cycle of Social & SEOSOCIAL NETWORKS
- 31. Create & promote optimized content & assetsSOCIAL NETWORKS
- 32. Content is noticed, shared & voted on. Grows awarenessSOCIAL NETWORKS
- 33. Increased exposure attracts more subscribers, fans, friends, followers & linksSOCIAL NETWORKS
- 34. Increased links & social exposure grow search & referral trafficSOCIAL NETWORKS
Editor's Notes
- #9: When people type keywords and click on the search button of a commercial search engine - such as Yahoo! or Google – they are not looking for the web, but searching through an index that the search engine has created. This work, called Web Indexing, is based on the use of automated software agents (Web Crawlers) that visit a Web site, read the information on the web pages and return them back to a central Page Repository, where the data is indexed.How these pages are sorted (ranking) depends from the search engine algorithm.