Web Visibility

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18 Νοε 2013 (πριν από 3 χρόνια και 7 μήνες)

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Web Visibility

EURAXESS National Portal
Administrators’ Meeting


Tallinn, 16th May 2011



Understand your audience



Strategic Approach


What do you want to achieve and

how are you going to achieve it?



COMPANY: What does your client want, really?


CATEGORY: How should we define or frame the
category


COMPETITION: What are your competitors’ strategies
and positioning?


CONSUMER: Who are the most attractive prospects,
and what do they want or need?


CHANNELS: What’s the selling environment like?






Brand key vision
( the DNA of the EURAXESS brand)

EURAXESS

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
.



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, Europe



Engaging


Progressive


Maternal


Inspiring




WE TAKE
CARE OF
RESEARCH
TALENT


Benefits

Personality & Values

The 3 Web Visibility Pillars

Direct

visits

Search
Engines

Social
Networks

How it works

DIRECT VISITS

Traditional

Corporate
communication

as


Corporate
identity


Advertising


Public relations


Etc.

Traditional Tools


Development of a customised mailing campaign to either HR
departments or managers directly


Arrange

meetings

with

HR

departments

in

the

private
-
sector


Understand

their

issues

and

needs


Prepare

customised

presentation


printed

advertising


Advertorials


Media

relations

(interviews)


EVENTS

(
Vital

tool

to

promote

EURAXESS

and

disseminate

information

on

the

initiative
)

How it works

SEARCH ENGINES

Search

engines

websites

as


Google


Yahoo


Bing


Etc.

Search engines at a glance

SEARCH ENGINES

How search engine’s
algorithm

works

Page

factor

Off the
page

factor


Location

Keywords that appear, in the title,
or near the top of the page, are
deemed more relevant



Frequency

Keywords with a higher frequency
in the page are deemed more
relevant



Link analysis

By analyzing how the page links to
other pages in the Web, the search
engine determines:


what a page is about


if that page is deemed to be
"important“



Clickthrough

measurement

The search engine rewards the most
clicked pages with higher position

SEARCH ENGINES

What you cannot do


1. There are
no shortcuts
to a better rank on search engines

2. If your pages are

not relevant to the users needs
, they cannot
appear at the top of the search result

SEARCH ENGINES

The dark side of SEO

Black 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
.




SEARCH ENGINES

4 Keys to success on search engines

1.
Create
original

and
useful

content


2.
Search

Engine

Optimization

optimize

your

pages for search engines


3.
Search

Engine

Marketing

promote

your

web site
by

Pay
-
Per
-
Click advertising


4.
Social networks

Share your contents by social networks



SEARCH ENGINES

Search Engine Optimization

1.
Semantic HTML
properly

2.
Keywords in a
meaningful way

SEARCH ENGINES

Do’s

Dont’s

1.
Spam technique

2.
Unreliable hosts

3.
Frames and redirects

4.
Orphan pages

5.
Deep linking

6.
Duplicate of existing
content

7.
Very large pages

Search Engine Marketing

Promote your web
site by pay
-
per
-
click
advertising services
,
i.e.
Google AdWords
,
Yahoo! Sponsored
Search
,
Microsoft
adCenter, etc.

SEARCH ENGINES

How it works

SOCIAL NETWORKS

Social network websites as

Cycle of Social & SEO

Create & promote
optimized content
& assets

Content is
noticed, shared &
voted on. Grows
awareness

Increased
exposure attracts
more subscribers,
fans, friends,
followers & links

Increased links &
social exposure
grow search &
referral traffic

SOCIAL NETWORKS

Create & promote optimized content & assets

SOCIAL NETWORKS

Content is noticed, shared & voted on. Grows
awareness

SOCIAL NETWORKS

Increased exposure attracts more subscribers,
fans, friends, followers & links

SOCIAL NETWORKS

Increased links & social exposure grow search
& referral traffic

SOCIAL NETWORKS