Trends in Search Engine Optimization and Search Engine Marketing
1. Creativity in Action
Trends in Search Engine Optimization and Search
Engine Marketing
4. November 2007 vertraulich 1
2. SEM for over 7 years
Active Affiliate for over 30 programs
Top 10 Affiliate for Commission Junction
in Europe
Generating over 10 million dollars in
revenues for my clients this year
Winner of the Award for outstanding
Contribution to Affiliate Marketing at CJU
Europe 2007 in London
4. November 2007 vertraulich 2
3. So, what´s so great about SEO? …
4. November 2007 vertraulich 3
25. only focus on Google?
What´s the difference of Google, Yahoo and Live? … ☺
4. November 2007 vertraulich 25
26. What´s important to rank?
Unique Content
A crawlable site & a good internal link-
structure
Good titles (and please think of your
snippet, too!)
And then Links, Links, Links…
4. November 2007 vertraulich 26
27. Any kind of links?
Stay away of:
Webdirectories
Article Directories
Reciprocal Linking (Link Exchange)
Guestbooks
Obvious Link-Sellers
Donation Sites
4. November 2007 vertraulich 27
28. But where do I find great links?
What is the best link you could possibly
get, if you would wanna rank for „keyword“
??
4. November 2007 vertraulich 28
29. Right here!
Just listen to Google !
4. November 2007 vertraulich 29
30. Some other ways…
Google!
Search for „Keyword“
Or f.e. Keyword + Blog
Allintitle / allinanchor / allintext
Who links to me? Meinedomain –linkdomain:meinedomain.com
Technorati
Google News
Del.icio.us / Digg / Mister Wong
Wikipedia
DMOZ
AND Your Competitors´ Links!
4. November 2007 vertraulich 30
31. What about buying links?
We all know, it´s now evil, but buying Links
is still essential for SEO !
Just be smart about it!
4. November 2007 vertraulich 31
32. Where can I buy links?
Textlink-Brokers
Text Link Ads
Linklift, Teliad
Linkadge
… or just use your Phone!
4. November 2007 vertraulich 32
33. Pro´s and Con´s on TLBs
Pro
Easy to find links in your niche
TLB does the controlling of correct link-placement
Just one invoice for all your links!
Con
Lots of overused linkspots
TLBs can be infiltrated
More expensive
I know, it´s a lot easier, but nobody ever
said Linkbuilding is easy!
4. November 2007 vertraulich 33
34. Bad paid Links …
Lots of obvious & thematicly irrelevant
links in on spot
Footer
Sidebar
Marked with „Advertisement“ or „Paid Links“
… or any other type of „footprint“
Honeypots !
4. November 2007 vertraulich 34
35. Good paid Links…
Same theme / niche
Out of the content
On a site, that´s not selling any other
links
4. November 2007 vertraulich 35
36. But other then the placement,
what defines a great link?
General „quality of the site“
Domain-Age
Link- / Domain- / IP-Popularity
Quality Backlinks (not part in any linking
schemes, link-buyer etc.)
TRUST !
A quick check -> does the site rank?
4. November 2007 vertraulich 36
37. And don´t forget about Hubs &
Authorities !
Hubs
Hubfinder
TouchGraph Google
Plural-Rankings
Authorities
Single-Rankings
Niche-Authorities vs. Multitopic-Authorities
4. November 2007 vertraulich 37
38. Link different
Root- vs. Deeplink (but you can also
rootlink a deepkey!)
Keyword + Variations
„click here“
URL
Your name
Etc. etc.
4. November 2007 vertraulich 38
39. Presell Pages / Hosted Content
Take the trust of a great domain, which is
non-theme related and transfer it to your
domain!
4. November 2007 vertraulich 39
40. Single-Link or Presell ?
Same theme?
Single Link
Even reciprocal linking is alright within the same
neighbourhood!
Different theme?
Presell Page / Hosted Content
Different theme but only single link?
URL
Name
Maybe a Banner?
4. November 2007 vertraulich 40
41. The Good Stuff
301 old Domains
Keep your secrets secret!
Noindex, follow
Block Slurp
4. November 2007 vertraulich 41
43. Do you even know where you want to rank?
4. November 2007 vertraulich 43
44. Research your keywords!
Keyword-Tools
Google Traffic Estimator
Overture
Wordtracker (U.S.)
Keyword-Datenbank (Germany)
What´s your compitor using?
KeyCompete / Compete.com
Track your rivals. Then eat their lunch. ☺
Start an AdWords-Campaign to benchmark your
favourite Keywords!
and then…
4. November 2007 vertraulich 44
45. … Track your Keywords!
Which Keyword is working for you /
converting!
… and then start doing SEO on that keyword!
4. November 2007 vertraulich 45
46. What will happen in the future?
DON`T WORRY ABOUT IT !
Just:
… do solid SEO
… offer great, compelling content
… get organic (looking) Backlinks
Just let it look naturally!
4. November 2007 vertraulich 46
49. Why SMO ?
Links
Branding
Reach
… what else are you looking for?
4. November 2007 vertraulich 49
50. Let´s take a closer look at Digg
4. November 2007 vertraulich 50
51. What´s working right now
Top 10 lists
How-To´s
Current Events (just be fast and accurate
please!)
Extreme stuff (biggest, smallest, longest…
you get the point…)
4. November 2007 vertraulich 51
52. Do your homework!
… and research!
Search for your Keyword
on the social media
sites, and you´ll
see what already
worked!
4. November 2007 vertraulich 52
53. And don´t try to game the
system!
Understand what the community likes, and try
to alter your message accordingly!
SMO is not about getting to the frontpage
of Digg.com, it´s about the effect that
happens after it!
4. November 2007 vertraulich 53
54. Title´s & Descriptions
Simple, Strong
& Focused
Use Numeric #s
4. November 2007 vertraulich 54
55. Be social!
Interact & Share
Comment
Networks & Friends
4. November 2007 vertraulich 55
56. … some more tipps
Use images
Limit the ads on your site!
Offer a summary
No duplicates
Submit at the right time
4. November 2007 vertraulich 56
57. A personal experience of the
digg effect
The Problem:
A german site
… but it worked …
4. November 2007 vertraulich 57
58. What happened…
Digg Frontpage
Hot on Del.icio.us Hotlist
Top Stumble on StumbleUpon
Huge Medialinks (TheSun.co.uk)
4. November 2007 vertraulich 58
59. The result
Over 300.000 Visitors within a week!
Over 5.500 Backlinks (!)
And the funniest thing…
4. November 2007 vertraulich 59
60. Time left?
What else can we talk about?
Strategies for other Social Communities?
Tools & Resources for SEOs / SEMs
Controlling & Tracking
4. November 2007 vertraulich 60
61. … and never forget…
4. November 2007 vertraulich 61