Presented as SES Amsterdam March 17th 2009

1. Search Engine Strategies Amsterdam 2009 SEO - back to basics Menno Flikkema, FirstFocus bv http://www.firstfocus.eu (dutch) http://en.firstfocus.eu (international)

4. New channels change nature of web 2001 : So I have to tell about this thing my cat did today 2004 : Pictures of my cat 2005 : Seems logical, movies of my cat 2007 : 01:12 My cat just sneezed 01:13 My cat sneezed again. 01:16 The cat hasn’t sneezed recently 01:16 Getting worried 2008: follow my cat 24/7 March 3 rd , 2009: In a survey by German broadband association Bitkom around 84 percent of respondents aged 19-29 said they would rather do without their current partner or an automobile than forego their connection to the Web. ( reuters ) 2009: Y ou did WHAT to that poor cat?

5. Changing world of search

6. This is how skittles does it

7. This is how Ryanair does it

8. I t all boils down to traffic 10-30% 20-30% 20-30% 40-60% CTR = Click Through Rate

10. T ry to make some educated guesses research suggests avg. 89/11% http://www.seomoz.org/blog/clickthrough-rates-in-the-serps-what-are-the-real-numbers CTR from First SERP page ~70% Second page and further ~30% Very different per keyword!

11. What is your average CTR? 20 % 18 % 15 % 13 % 22 % 10 % 5 % 3 % 2 % 25 % 0,3 % 15 %

12. Adwords gives insight in search volume Google “keyword tool external”

14. Part 2 HotelVandaag.nl case

17. The basics of SEO SEA Technology Content Authority Quick wins Time consuming but necessary Consistent content, patience, good neighborhoods €€€ Buy your way in, but not now SEO Time, effort

18. SEO: Technology Technology

19. code Make sure your site doesn’t end up like this Google “site:domain.com” SEOmoz crawl test

20. Standards based design Title and URL Alternative to JS Navigation Proper lists Headers

22. Internal link structure

26. SEO: content Content This should be a continuous process

27. What is top of mind? I need a hotel reservation! Going out, weekend city trip Need hotel for business Luxury Need a hotel today Looking for reviews Want boutique hotel

29. The long tail works for Hotelvandaag.nl Nice hotel Romantic hotel Boutique hotel Restaurants 58000+ different queries

30. Check your focus Use online tools to check focus Each page has a content fingerprint Search “keyword cloud”

31. SEO: Authority This should be a continuous process Authority ..by looking at who’s linking to the competition

32. Yahoo! Search “linkdomain:domain.com –site:domain.com”

34. Migrate existing trusted domains Redirect page by page The fast track to links 30 000+ links “ Never buy links, buy sites!” Marcus Tandler, SES Hamburg 2008 Use the power of your old domains

36. Improve conversion with search Make search central to fact based online marketing and improved conversion Search Optimization Analytics Reports