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Web Visibility EURAXESS National Portal Administrators’ Meeting Tallinn , 16th May 2011

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 ?

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Web Visibility EURAXESS National Portal Administrators’ Meeting Tallinn , 16th May 2011

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  1. Web VisibilityEURAXESS National Portal Administrators’ MeetingTallinn, 16th May 2011

  2. 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?

  3. Brand key vision ( the DNA of the EURAXESS brand) 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 Personality & Values Benefits 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.

  4. The 3 Web Visibility Pillars Search Engines Direct visits Social Networks

  5. DIRECT VISITS How it works • Traditional Corporate communicationas • Corporate identity • Advertising • Public relations • Etc.

  6. 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)

  7. SEARCH ENGINES How it works • Searchengineswebsitesas • Google • Yahoo • Bing • Etc.

  8. SEARCH ENGINES Searchengines at a glance

  9. SEARCH ENGINES How search engine’s algorithmworks Pagefactor Off the pagefactor • LocationKeywords that appear, in the title, or near the top of the page, are deemed more relevant • FrequencyKeywords with a higher frequency in the page are deemed more relevant • Link analysisBy 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 measurementThe search engine rewards the most clicked pages with higher position

  10. 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

  11. 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.

  12. SEARCH ENGINES 4 Keys to success on search engines • Create original and useful content • SearchEngineOptimizationoptimizeyour pages for search engines • SearchEngine Marketingpromoteyour web site by Pay-Per-Click advertising • Social networksShare your contents by social networks

  13. SEARCH ENGINES SearchEngine Optimization Dont’s Do’s • Semantic HTML properly • Keywords in a meaningful way • Spam technique • Unreliable hosts • Frames and redirects • Orphan pages • Deep linking • Duplicate of existing content • Very large pages

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

  15. SOCIAL NETWORKS How it works Social network websites as

  16. SOCIAL NETWORKS Cycle of Social & SEO

  17. SOCIAL NETWORKS Create & promote optimized content & assets

  18. SOCIAL NETWORKS Content is noticed, shared & voted on. Grows awareness

  19. SOCIAL NETWORKS Increased exposure attracts more subscribers, fans, friends, followers & links

  20. SOCIAL NETWORKS Increased links & social exposure grow search & referral traffic

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