presentatie eduard search congres 2013 publicatie
DESCRIPTION
TRANSCRIPT
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© ORANGEVALLEY 1
Eduard Blacquière
Zoekmachine marketing
Eduard [email protected]
@edwords
Hoe wordt je gevonden door je doelgroep?
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Keywordswie gebruikt keywords als
startpunt?
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AGENDA
1. Zoekmachine marketing anno nu
2. Doelgroepanalyse
3. Bezoekanalyse
4. Stappenplan
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anno 2013-2014
Zoekmachine marketing
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Organische vindbaarheid
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Betaalde vindbaarheid
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Betaalde vindbaarheid
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Een paar trends
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① Steeds meer (ruimte voor) Ads
② Steeds minder (betrouwbare) SEO data
③ Steeds meer mobiel
④ Steeds meer personalisatie
⑤ Steeds meer Google als (eind)bestemming
Zoekmachine marketing trends
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1. Adssteeds meer (ruimte)
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Steeds meer (ruimte) Ads
2010, juni 2011, januari 2011, september 2012, november
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Steeds meer Ads
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2. SEO datasteeds minder (betrouwbaar)
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Afname inzicht SEO resultaat
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Minder GEEN zoekwoord data!
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Minder GEEN zoekwoord data!
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Minder GEEN zoekwoord data!
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3. Mobielsteeds meer
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“COMPUTER”
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ZOEKGEDRAG vs. TIJD
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ZOEKGEDRAG LOKAAL + ACTIE
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ZOEKGEDRAG + ACTIE
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betaalde vindbaarheid
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MOBIEL
1. Zoekopdrachten zijn korter. (minder woorden ingetypt)
MOBIEL ZOEKGEDRAG - 2
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MOBIEL
2. Zoekopdrachten worden langer.En “menselijker”
(voice search)
MOBIEL ZOEKGEDRAG - 2
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VOICE SEARCH (desktop)
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COMPLEET NIEUW ALGORITME
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Quiz: Raad het woord!
Prins Bernhard
Italië
Sportauto
Rood
Maranello
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Keywordssteeds minder belangrijk
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‘Concepten’steeds belangrijker
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KEYWORDS:⟹ [ hoe stofzuiger repareren ]⟹ [ hoe repareer je een stofzuiger ]⟹ [ hoe maak ik mijn stofzuiger ]
‘CONCEPT’:⟹ Uitleg hoe een stofzuiger te repareren is
CONCEPT vs. KEYWORDS
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De ‘oude’ manier
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De ‘oude’ manier … werkt niet meer
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4. Personalisatie
steeds meer
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Betaalde personalisatie
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Betaalde personalisatie (2007)
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Remarketing
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Betaalde personalisatie (2013)
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Organische personalisatie
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Organische personalisatie
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Organische personalisatie
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Google account
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5. Googleals eindbestemming
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GOOGLE ZEGT.. (2004)
Larry Page (2004):
“Most portals show their own content above content elsewhere on the web. We feel that’s a conflict of interest, analogous to taking money for search results. Google conscientiously tries to stay away from that. We want to get you out of Google and to the right place as fast as possible. It’s a very different model.”
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GOOGLE DOET…
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CUT OUT THE MIDDLE MAN
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CUT OUT THE MIDDLE MAN
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CUT OUT THE MIDDLE MAN
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CUT OUT THE MIDDLE MAN
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“HUMMINGBIRD”
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ANTWOORDEN BINNEN GOOGLE
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AGENDA
1. Zoekmachine marketing anno nu
2. Doelgroepanalyse
3. Bezoekanalyse
4. Stappenplan
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Bezoek & Doelgroep
Doelgroep
Bezoekers
Doelgroep
Bezoekers
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Keywordsgebruiken we allemaal wel
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ZOEKTERMEN
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Seizoensinvloeden
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Regionale interesse
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Invloed van offline
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Invloed van offline
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Welke woorden gebruik ik?
…………………….…………………….
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Te snelgebruiken we de keyword tool
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KEYWORD PLANNER http://adwords.google.com/keywordplanner
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Beste tooldraag je elke dag bij je
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De beste tool
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Maar…denk je ook hier aan?
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Doelgroep definitie (persona’s)
Marktonderzoek
Call center medewerkers
Collega’s, klanten en leveranciers
PRAKTIJK: TEKSTSCHRIJVEN VOOR ZOEKMACHINES > Andere bronnen
Bronnen binnen organisatie
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Familie en vrienden
Zoekresultaten in Google
Fora, blogs & social media
Websites van concurrenten
PRAKTIJK: TEKSTSCHRIJVEN VOOR ZOEKMACHINES > Andere bronnen
Bronnen buiten organisatie
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Dan pasde keyword tool gebruiken
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KEYWORD PLANNER http://adwords.google.com/keywordplanner
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Doelgroepgaat veel verder dan keywords
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DOELGROEP DEFINITIE
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PERSONA’S
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PERSONA’S
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SUCCESFACTOR = DATA !!
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AGENDA
1. Zoekmachine marketing anno nu
2. Doelgroepanalyse
3. Bezoekanalyse
4. Stappenplan
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METEN
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METEN - ADWORDS
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METEN - SEO
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BONUS TIPS
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1. Google Webmaster Tools
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2. Rapporteer over landingspagina’s
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① Google Webmaster Tools• Getallen worden afgerond, verhouding behoorlijk betrouwbaar• Ook beschikbaar in Google Analytics & AdWords• Tot 90 365 dagen terug
② Rapporteer over landingspagina’s• Grofweg: Homepage = branded zoektermen• Grofweg: SEO traffic – homepage traffic = non-brand SEO traffic• Combineer met Webmaster Tools + Ranking data
OPLOSSINGEN (NOT PROVIDED)
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METEN – ADWORDS + SEO
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Leuk hoor.die keywords & getallen
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DOELGROEP BEREIKT?
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SUCCESFACTOR = DATA !!
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FACEBOOK - BASIC
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FACEBOOK - ADVANCED
http://moz.com/blog/keyword-level-demographics
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KWALITATIEF + KWANTITATIEF!
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AGENDA
1. Zoekmachine marketing anno nu
2. Doelgroepanalyse
3. Bezoekanalyse
4. Stappenplan
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Doelgroep definitie (persona’s, segmenten, etc.) Marktonderzoek (enquêtes, interviews, etc.) Data verzamelen (kwantitatief + kwalitatief!) Gedrag doelgroepen analyseren (rapportages aanpassen) Zoekmachine marketing tactiek bijsturen
PRAKTIJK: TEKSTSCHRIJVEN VOOR ZOEKMACHINES > Andere bronnen
Stappenplan