1.16th Berlin Lean StartupYOU IS NOW Immobilienscout 24Andreasstr. 10, Berlin31.01.2013 19:30Searchmetrics GmbHHow SEO can help Startups Searchmetrics GmbH 2012

2. Holger Etzel Franconian in Prussia trained Marketing Manager and Social Scientist since 1994 something with Interwebs(Researcher, Webdesigner; Ad Agency,(Online) Marketing Manager, Head of Marketing) in many different industries since 05/12 Consultant at Searchmetrics since 09/12 Director ConsultingFollow me Twitter: twitter.com/holgeretzel Xing: www.xing.com/profile/Holger_Etzel LinkedIn: www.linkedin.com/profile/view?id=40435085 Google+: plus.google.com/u/0/10621839713989249849831.01.2013 Berlin Lean Startup Searchmetrics GmbH 2 3. Searchmetrics Founded 2007 Leading Provider of Search Analytics Software Developer of Searchmetrics Suite und Searchmetrics Essentials Largest aggregated database for SEO, SEM and Social Media Data For any given Google-Country (and other searchengines) 100 full-time employees located in Germany, US, UK and France Partner-Network with 100++ SEO- and SEA-Agencies worldwide Own services-department, providing SEO-Consulting.Follow us and stay updated Twitter: twitter.com/searchmetrics Facebook: www.facebook.com/Searchmetrics31.01.2013 Berlin Lean Startup Searchmetrics GmbH3 4. Can SEO help YOU?depends on your business model. Most, like zalando, need SEO like a fish needs water.photo: exploitme, flickr.com31.01.2013 Berlin Lean Startup Searchmetrics GmbH4 5. Can SEO help YOU? but to be honest: some have other sources than organic SE-traffic31.01.2013 Berlin Lean Startup Searchmetrics GmbH 5 6. Can SEO help YOU? and some businesses are successfull in spite of google-success:31.01.2013 Berlin Lean Startup Searchmetrics GmbH 6 7. What does SEO? Search Engine Optimization (SEO) Market Shares oftransmits traffic into turnover. Searchengines in Germany SEO starts with the antizipation of0,9%(March 2012)2,1%relevant searchqueries 1,1% Google*(in relevant searchengines)BingYahoo!95,9%Andere KeywordVisibility TrafficTurnoverQuelle: Comscore, Mrz 2012 | * Google-Anteil exkl. Integration auf T-Online, Web.de, etc.31.01.2013 Berlin Lean Startup Searchmetrics GmbH 7 8. How searchengines work31.01.2013 Berlin Lean Startup Searchmetrics GmbH 8 9. Once more: Can SEO help you?YES, it can!if there already is any form of demand yet to identify, which needles you should put into the haystack.(keyword and market research) to place your needles most prominent(onpage optimization) to structure the haystack so well, that your needle can be foundeasiliy(technical SEO and site architecture) to get many, strong threads in the eye of your needle, so you canfind it easier(offpage optimization) to get the crowd talking about your needle(social media optimization)31.01.2013 Berlin Lean Startup Searchmetrics GmbH 9 10. What SEO can not doSEO cannot defend businessmodels against google:31.01.2013 Berlin Lean Startup Searchmetrics GmbH 13 11. 10 elementary SEO Tippsphoto: sam_churchill, flickr.com31.01.2013 Berlin Lean Startup Searchmetrics GmbH17 12. 1. Know your Audience, your Product and Google is there demand? who is your target group and how/what do they search? is Google already in the arena?31.01.2013 Berlin Lean Startup Searchmetrics GmbH 18 13. 2. Get Your KeywordsAsk yourself: How do customers or users search for products and services? Which keywords are the most relevant for the company? Which keywords have the highest potential? Navigational Search InformationalTransactional Search Using Google forSearch Search for a specific navigation no easy recipe to generate keywords that experiences or There is Search for information, product / fit. Search for specific sites howtos and guidereviews with buyinginterest Just looking for search (Brand Search)are keywords, that are used by your very specialBut there Potential for your very special product. results Highest search intensity audience forand attentionoptimazation: low Potential for optimazation: high Potential for To succeed, you must find them out and use them. optimazation: high B2B-Model Traffic-modelB2C-model 10 % of all 80 % of all10 % of all queries queriesqueries 31.01.2013 Berlin Lean Startup Searchmetrics GmbH19 14. 2. Keyword-Research: Take Google!31.01.2013 Berlin Lean Startup Searchmetrics GmbH 20 15. 2. Keyword Research: Take the Adwords Keywords-Tool:31.01.2013 Berlin Lean Startup Searchmetrics GmbH21 16. 2. Keyword Research: Take the Adwords Keywords-Tool:31.01.2013 Berlin Lean Startup Searchmetrics GmbH22 17. 2. Keyword Research: ubersuggest.org31.01.2013 Berlin Lean Startup Searchmetrics GmbH 23 18. 2. Keyword Research: ubersuggest.org31.01.2013 Berlin Lean Startup Searchmetrics GmbH 24 19. 3. Take your Chances you already got some pages in good positions? Great! Then start working with the next bunch:31.01.2013 Berlin Lean Startup Searchmetrics GmbH 25 20. 3. Track your rankingsand work with those lists!31.01.2013 Berlin Lean Startup Searchmetrics GmbH 26 21. 4. Provide the best ContentMatt says:Provide the best content and do not worry about SEO.photo: jolieodell, flickr.com31.01.2013 Berlin Lean Startup Searchmetrics GmbH 27 22. 4. Provide the best ContentI say: Aye, Matt. Almost right! The bestcontent is the basis of everything and for gods sake those thin SEO- scrape-crap-spam do not workanymore.But some extra SEO-skills should help even the best content to get listedwhere it belongs to. photo Martin Mifeldt31.01.2013 Berlin Lean Startup Searchmetrics GmbH 28 23. 5. Structure itNow, you got REALLY good content, provided for your very ownaudience. Then help the Searchengines to understand what you are pointing at: Description , 3,

und

1. images anchorsCSS and images are NO WAY to structure texts. A Headline is only aHeadline when you call it Headline.and forget about Meta Keywords!31.01.2013 Berlin Lean Startup Searchmetrics GmbH 29 24. 5. You think structure is kindergarten?31.01.2013 Berlin Lean Startup Searchmetrics GmbH 30 25. 5. Structure itLike any other machine Googles bot in fact is a nothing but a dumb text-cruncher. The only thing it really can do is counting, filteringand weighting texts it finds. Help him by structuring your content, giving hintswhat is important and what to weigh higher But please never try to game him.31.01.2013 Berlin Lean Startup Searchmetrics GmbH31 26. 6. Be accessible a propos help and guidance:Take care that your website (or at least the parts you want to beindexed) is accessible for the bot.There are many many ways to deny access tosearchengines. Some barriers are set willingly,some are unwanted desasters.The Flop 5 getting your Site not indexed are:1. The usage of Flash, JavaScript and Frames (especially in the navigation)2. Too big pages with heavy loading time3. Too deep site structures4. Denying indexation of single pages 5. Denying access to the whole page robots.txt User-Agent: * Disallow: /31.01.2013 Berlin Lean Startup Searchmetrics GmbH 32 27. 6. Be accessibleThe Flop 5 getting your Site not indexed are:1. The usage of Flash, JavaScript and Frames (especially in the navigation)2. Too big pages with heavy loading time3. Too deep site structures4. Denying indexation of single pages 5. Denying access to the whole page robots.txt User-Agent: * Disallow: /31.01.2013 Berlin Lean Startup Searchmetrics GmbH 33 28. 7. Get linkedThats what made the difference between Google and all the other SEsin the late 90s:Google not only weighted the similarity (or some may say relevance)between query and document, but was the first to combine this withimportance as a new factor.The PageRank was the new thing:All pages passed linkjuice. The pagesthat managed to collect most of that juiceseemed to be the most important ones.This means for you:You MUST get linked!31.01.2013 Berlin Lean Startup Searchmetrics GmbH 34 29. 8. Get likedLinking is relatively easy to game and Google does lots of effort to getunnatural linked sites others call it spam out of the index.So after onpage and offpage signals SEs found a new arena to decidewhether a page is important for your very specific query:Social Signals Ranking Factors Germany 2013:Spearmens r correlation between Top 30 results and ranking factors31.01.2013 Berlin Lean Startup Searchmetrics GmbH 35 30. 9. Become a BrandDont trust on occasional traffic, become a brand. Gain higher search volume Gain better click-through-rates Improve the time on site and the bounce rates Become trusted!The Internet is in danger of becoming a cesspool of disinformation. Brandsare the solution, not the problem. Brands are how you sort out thecesspool.Eric Schmidt, former Google CEO in 200831.01.2013 Berlin Lean Startup Searchmetrics GmbH 36 31. 10. ALWAYS be reasonable Do not try to game google, do not try cheap onpage tricks like stuffing keywords, do not try to get links in an obviously unnatural way, do not copy good (or even bad) content, do nothing that would annoy you as a a consumer of your site. Optimize, but in a reasonable way. If you overdo, Google.. might clear up.31.01.2013 Berlin Lean Startup Searchmetrics GmbH 37 32. 10 elementary SEO Tipps1.Know your audience2.Know your Keys3.Take your chances4.Provide the best content for your audience5.Structure your content6.Make it accessible7.Get Links8.Get liked (and tweeted and plussed and)9.Become a brand10.BE REASONABLEphoto: sam_churchill, flickr.com31.01.2013 Berlin Lean Startup Searchmetrics GmbH39