online visibility and its difficulties dr nadine höchstötter, webscout gmb h (dad2013)

ONLINE VISIBILITY AND

ITS DIFFICULTIES

Dr. Nadine Höchstötter, webscout GmbH Digital Architects Day, November 27th 2013, Karlsruhe

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Everybody is talking about the fact that you must be active in social media! And that it's absolutely important to be ranked on first page in google,!But both could cause problems…

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AGENDA

• Some Facts About Social Media

• The Google Ranking (Is it really WEB SEARCH?)

• How to increase Online Visibility

• Difficulties of being visible and how to solve them

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SOCIAL MEDIA FACTSSource: http://visual.ly/social-media-facts-2013

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SOCIAL MEDIA FACTSSource: http://visual.ly/social-media-facts-2013

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SOCIAL MEDIA FACTSSource: http://visual.ly/social-media-facts-2013

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SOCIAL MEDIA FACTSSource: http://visual.ly/social-media-facts-2013

Google Ranking: The Heavy Tail

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Search Queries Quantity Unique Total NumberGesamt 2,938,955 7,930,712

1Mal (Cold Start) 2,075,011 2,075,0112Mal (Rare Tail) 504,821 1,009,6403Mal (Mid Tail) 111,308 333,9244Mal (Mid Tail) 73,116 292,4645Mal (Mid Tail) 33,064 165,321

>100Mal (Pop Tail) 3,795 1,971,906>500Mal (Pop Tail) 611 1,344,919>1000Mal (Pop Tail) 265 1,105,265

Google Ranking: The Heavy Tail

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Search Queries Quantity Unique Total NumberGesamt 2,938,955 7,930,712

1Mal (Cold Start) 2,075,011 2,075,0112Mal (Rare Tail) 504,821 1,009,6403Mal (Mid Tail) 111,308 333,9244Mal (Mid Tail) 73,116 292,4645Mal (Mid Tail) 33,064 165,321

>100Mal (Pop Tail) 3,795 1,971,906>500Mal (Pop Tail) 611 1,344,919>1000Mal (Pop Tail) 265 1,105,265

70% 26%

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0

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35

53

70

1time 2times 3-5times 6-100 101-500 501-1000 >1000

Makro Snippet Prefetch Snippet Results Shopping ResultsImage Results Video Results News Results

The Google Ranking

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15

30

45

60

1time 2times 3-5times 6-100 101-500 501-1000 >1000

wikipedia en wikipedia de

The Google Ranking

AND?

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IS IT REALLY WEB SEARCH???

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YOUR VISIBILITY

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BLOGS

NEWS

LINKEDIN

BINGWIKIPEDIA

FACEBOOK

GOOGLE

TWITTER

XINGYOUTUBE

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DIFFICULTIES?

• TIME!

• MONEY!

• W3: Who, Where, What…

• Black Box

• Web Monitoring

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WHAT TO DO?

• FOCUS, FOCUS, FOCUS

• Do an intensive web scan

• Find out what’s going on

• manage the black box

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The New Yorker

SUMMARY

• Social Media and Google

• Online Visibility and Management

• Difficulties and Decisions

• Black Box and Web Monitoring

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QUESTIONS?

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Dr. Nadine S. Höchstötterwebscout GmbH Röntgenstr. 876133 Karlsruhe Germany

cell: + 49 151 22 63 69 16 mail: nsh@webscout.de