Gastcollege door Martijn Beijk over local search en linkbuilding bij de Minor Online Marketing aan Avans Hogeschool Breda.

2. Link building &
Local Search
Presented by
@martijnbeijk Credit: http://www.flickr.com/photos/dimitratzanos/5466014504/

3. Martijn Beijk
SEO Consultant (previously with Onetomarket)
Business Consultant with comScore
5 years of international experience in online marketing
International speaker, blogger, writer, lecturer at
universities in the Netherlands
Maximizing traffic and conversions a.o.

5. Transformation to a Digital Business Analytics Company
Audience Measurement:
AUDIENCE ANALYTICS – Web, Mobile, 4 Screen
Vertical Market Solutions
Campaign Planning
Campaign Validation
Ad Effectiveness:
ADVERTISING ANALYTICS – Creative Optimization
– Branding & ROI Impact
– Digital & Cross Media
WEB ANALYTICS Digital Analytix™
Network Optimization
& Capacity Planning
MOBILE & NETWORK Customer Experience
ANALYTICS & Relationship Management
Market Intelligence Solutions
© comScore, Inc. Proprietary. 5 V1011

6. comScore’s Innovative Approach Revolutionizes Measurement
2 Million Person Panel PERSON-Centric Panel with
360°View of Person Behavior SITE-Census Measurement
PANEL CENSUS
Unified Digital Measurement™ (UDM)
Patent-Pending Methodology
Adopted by 90% of Top U.S. Media Properties
© comScore, Inc. Proprietary. 6 V1011

7. comScore’s Innovative Approach Revolutionizes Measurement
2 Million Person Panel PERSON-Centric Panel with
360°View of Person Behavior SITE-Census Measurement
Web Visiting
& Search
Online Behavior Online
& Offline Advertising
Buying Exposure PANEL CENSUS
Advertising
Transactions Effectiveness
Media & Video Demographics,
Consumption Lifestyles
PANEL
& Attitudes
Unified Digital Measurement™ (UDM)
Mobile Internet
Usage & Behavior Patent-Pending Methodology
Adopted by 90% of Top U.S. Media Properties
© comScore, Inc. Proprietary. 7 V1011

8. © comScore, Inc. Proprietary. 8

9. AVANS.NL DEMOGRAPHICS
© comScore, Inc. Proprietary. 9

10. What
is
SEO?
Organic
(SEO)

12. SEO Basic
Content – Techniek – Link Building
Content,
Technique
&
links

13. • Google “indexes” the web by following links
• Links = Popularity on the web

14. Google follows links to crawl the web
~ 50% influence on position in Google
Factors:
• # of incoming links
• Quality of incoming links
Quality:
• Theme / Relevance
• Anchor Text (the clickable text that links to the page)
• Authority (wikipedia? NY Times? Or a personal blog?)
• Legitimacy (no bad neighborhood sites such as gambling, poker or adult content)
What
is
link
building?

15. Every
link
counts

16. Methods
used

18. Methods
used

19. Methods
used

20. Links
equal
Money

21. Rankings
vs
Traffic

22. Unique searches for searchphrase:
• Search Phrase : ‘flights new york’
• 1200 searches per month
• (based on www.google.com/sktool)
Turnover from organic search:
• Ranking Position #5
• 59 Unique visits per month
• Generates €495 in revenue
An
example
calculaFon

23. With extra link value to your website:
• Ranking Position #5
• Ranking Position #2
• 59 Unique visits per month
• 142 Unique visits per month
• Generates €495 in revenue
• Generates €1199 in revenue
Increase of 142% in sales

24. “Buying links in order to improve a site’s
ranking is in violation of Google’s webmaster
guidelines and can negatively impact a site’s
ranking in search results“.
(june 2007)
Buying
Links
is
not
allowed!

25. People
talk
about
your
brand

26. AnyFme,
anywhere…

27. Even
online!

28. People
talking
about
you
have
the
power
to
link

29. You
do
not
have
to
be
a
‘big
brand’

30. Using
Press
Releases

31. Using
Press
Releases
(KLM
example)

32. Full
Press
Release
on
corporate.klm.com

33. Look
at
those
authority
domains!
(golden
links)

34. Wall
Street
Journal:
Low
quality
arFcle.
How
to
get
a
link
to
the
full
content?

35. Throwing
`money’
away!

36. Distribution of press release:
• Distribute part of press release
• Link back to full article on klm.com!
• Corporate website / KLM Blog
• Websites are more likely to link back to full
article!
• “lazy” journalism
• Fact checking
Keeping
ownership
of
valuable
content

37. Leveraging
Social
Media

38. Leveraging
Social
Media

39. Wat kan ik hier als bedrijf mee?

40. And
it
spreads….

41. Awareness
Use existing (online) activities for linkbuilding
• Viral Campaigns
• Sponsoring
• Publications
• Press Releases
• Commercials / Video’s
Awareness

43. Universal Search

44. 20% - 40%
Search Queries
are local

46. Starting a successful campaign
Registering
your
business

48. How to reach the top?
Credit: Eduard Blacquière

49. http://www.davidmihm.com/local-search-ranking-factors.shtml

50. http://blumenthals.com/blog/