Onetomarket has launched the first print of their SEO book earlier. Now since this May you can order the second revisioned print of the Onetomarket book on Search Engine Optimization (SEO). The book on SEO, written in dutch, by SEO consultants Erik-Jan Bulthuis, Martijn Beijk, Martin Joosse, Jordy Noll and Sander Tamaela.
Chapters
The book contains the following chapters:
What is Search Engine Optimization?
Defining Keywords and Search Phrases.
Sitestructure
Content
HTML, CSS and JavaScript
Server Side
Linkbuilding
Linkbuilding Techniques
Webanalytics
Blended search (Universal Search)
SEO in the (online) marketingmix
Ordering the book
You can order the book, also internationally, via Amazon.co.uk or Bol.com (dutch)
Onetomarket will be speaking at the upcoming SMX in Stockholm, Sweden. This two day conference will be all about search marketing, campaign strategies and measuring those results.
Martijn Beijk is an SEO consultant at Onetomarket and advices about Search Engine Optimisation. Martijn advises international clients like Royal Dutch Airlines, Conrad Electronic, Deutsche Telekom and FC Barcelona. He is one of the 27 participants in the Local Search Ranking Factors.
The second Dutch Search Marketing Thursday organised by the IAB was this time in the very center of the Netherlands, Utrecht. The Search Marketing Thursday – organised quarterly – would bring us a Local Search Business Case and a SEO site clinic.
Local Search Business Case – Boatcompany Lovers Canal Cruises Amsterdam
For some time now has Onetomarket been supporting the online campaigns of Rederij Lovers Canal Cruises. There are numerous of ticket sales points and hop-on-hop-off locations in Amsterdam for Lovers Canal Cruise company. A local search campaign was started to add these locations to Google Maps. The results for these campaign are very promising and show a high return on investment.
Traditionally speaking there is a golden rule that 50% of your marketingbudget spending is immeasurable. You just don’t know what happens with your money. For boatcompany lovers – together with the launch of a new website – was an important step to take extended use of various online marketing channels. Using web analytics software it was now possible to measure the earnings from your marketingbudget spendings.
By using a Local Search campaign we were able to reach the following goals for boatcompany Lovers.
increase visibility in the search engines
sell more tickets via online booking system
reduce costs (online system linked to backoffice, thus reducing paperwork)
earn to spend
Step 1: Registering with the Local Business Center
The most important step is registering your business with the Google Local Business Center. With just a few storefronts this is not something that is very difficult to do. Its the first step towards a highly optimized Google Maps profile which will help you get better rankings in the Universal Search results.
Step 2 : Measuring campaigns and take actions
When creating your campaigns it is very important to think about results. Results will stay unclear when you are not able to measure your online campaigns. In case of a local search campaign it is wise to use URL tagging. I’ve written an extended tutorial on local search tracking
Step 3 : Choosing the right landing pages
After a while you will be able to see in your web analytics package what the behavior is of your website visitors. With a Local Search campaign it is often unclear what the user intent is. Is he searching for a way to buy something online, get in contact or in search of some driving directions? After a while you will be able to determine the way of your visitor and send them to the correct landingpages.
Step 4: Aim for conversion
Sending your visitors to the right landing pages can be done in a way that they will be more likely to reach the end of your conversion funnel. As long as the user experience is positive and the right landing pages are chosen it will increase the conversion rate, as it did in the example of this business case.
Step 4: Enjoy the results
Local Search campaigns, like a regular SEO campaign does not have running costs like cost per click. The results on your ROI are very positive. The investment costs are relatively low and on the long term when ranking factors are all good it will provide long-lasting profitable results.
Starting a Local Search campaign
Starting a local search campaign is very important when you have physical locations for your business. storefronts, shops, ticket offices, hotels, restaurants, service centers, etc.
The advantages:
Quick start
low costs (no cost per click)
higher visibility
high ROI
Important with every online campaign is to measure correctly. Especially with a local search campaign this is of great importance. Apart from online conversions there is also offline conversions that will probably see an increase due to local search optimization. But how do we know if these offline sales were brought by online efforts? You can use a unique phone number for example to communicate on your landing pages for your local search campaign so you have some better understanding where your traffic or sales are coming from.
Remember that 40% of all search queries are local. Enough reason to start directly with your Local Search campaign!
Last year, in April, the Onetomarket Crew was at SMX Munich where they met Jens and Andreas.
Both work at T-Online, one of the biggest webportals in Germany. Jens also runs the blog Inhouse-SEO.de.
T-Online uses the Google Custom Search for its own search engine on the webportal. The team from T-Online have developed a keyword tool that is linked to the search queries. This way they are able to analyze all the search queries and clickthroughs from these searches. By doing this they are able to discover and monitor evolving trends. This very useful data can be used to optimize websites or various campaigns
In 2008 the total market share of search for T-online was estimated at 2.1%. This is quite a piece of marketshare when you take a look at the search market in Germany.
But in the end, because the portal uses the Google Custom Search, the 2,1% will be accounted to Google.
Now we can bring you the full interview with Jens and Andreas about the keyword tool!
The financial crisis is without any doubt one of the most hottest items at the moment. Google Insights for Search, a Google tool that recognizes trends in search engine traffic shows us some interesting insights. Noteworthy is that specific events like the bankruptcy of Lehman Brothers on the 15th of September, but also governmental plans to influence the financial crisis have severe influence on search engine traffic for financial crisis in both the US as the Netherlands. And what do people do in times of financial insecurity? Right, they go back to putting their money on a savings account. At the moment that the first signs of a recession show up, consumers massively start searching for savings accounts in Google and the insecurity of investing in stocks is put aside and so less searches on those terms remain.
After using Google Insights for the search term ‘financial crisis’ some interesting insights show up. As of 15 September one can see that the search traffic for the term ‘financial crisis’ increases, which is a logical response to the bankruptcy of Lehman brothers on that specific day. This increase in traffic on ‘financial crisis’ remains until the 19th of September. On this day the US government announced that it was working on a rescue plan for the financial sector, which caused a higher closing of Wall Street and above that a certain amount of trust was spread that lead to a decrease in search on ‘financial crisis’. Also the Google news result at [B] refers to this event. What though has to be taken into caution is that less financial searches are being performed during the weekend. After the weekend the worries about the financial crisis rose again as some critical notes were made about the rescue plan. This trend continued until the 26th of September, when the weekend started and President Bush made a statement that something had to be done to cool down the crisis in the financial world (Google News Result A). Now that on Monday the rescue plan was turned down by the parliament, there is no doubt that the increase in searches on financial crisis will keep on rising.
Until the rescue plan is fully approved, it looks like there will be enough rumor and so searches concerning the financial crisis. Next to that one can say that although the fact that it is only an indication, there sure is a certain amount of commotion that lives around the topic financial crisis that can be seen with Google Insights.
Also the Netherlands was hit by the financial crisis in the US. The increase in searches on the term ‘kredietcrisis’ (financial crisis) appears to be the same as in the US. But what is the thing that Dutch people do in the event of a financial recession? They return to old Calvinistic values in which the secure savings account becomes more important compared to the insecurity of investing in stocks. Google insights show that at the moment that the Dutch Economy start showing signs of a recession, the consumer starts looking for security and so searches on savings accounts (*sparen) etc. started to take off compared to risky investments (*beleggen). Anyway this is the time for banks to go loose in the search engine with saving related products as the consumer is now looking for this.
Today the SearchWiki functionality from Google officially launched.
The SearchWiki enables people to vote a single search result up or down on the search result page, or actually remove it within your personalized results. It also gives you the possibility to add a personal, public note in which you say something about the result of website. Google states that this data won’t be used in the ranking algorithm. Since we all know Google is able to do very smart things with data, this eventually will be used in their ranking algorithm of course.
A lot of rumors are floating around, about this being an SEO killer, or this being the end of SEO as we know it. Internet is changing, Google is changing, and society in general is changing. This is happening rapidly and the result of it is a more social, a more semantic and better user experience. Shift happens! And this is a good thing. Since we like to keep you ahead of your competition we’ve changed the basics of our optimization advice a while ago.
Onetomarket walks the right path of the force since 2004. We’ve successfully transformed from a company with smart technical tricks to a company that helps you with you on line business and visibility with a solid foundation in SEO and SEA. Since we’ve seen this coming a long time ago we already chose to help our clients creating valuable and likeable content. This content advice always had the customers of our clients in mind at first. Ergo, good content and social media in general has been on our agenda a long time.
We, as Onetomarket see this as a great opportunity for Google to weed out even more ‘bad’ websites and improve the user experience with search. This will also enlarge our role which we have for our clients, by taking care of even better content and advising them how to think, work and actually do the job for best user experience. We know it’s not the easiest route to take, but by being critical and user focused you will be prepared for the future.
By only using technical tricks like ‘landing pages’ your website probably shouldn’t rank that high. On site optimization is still getting more important everyday. Al your pages should have a purpose and this purpose should be measured and even optimized. Therefore our services like Web analytics, on site SEO, Blended Search and conversion optimization.
The Searchwiki option from Google brings our clients, their customers and Onetomarket closer together and therefore we fully embrace the SearchWiki functionality Google officially launched as of today.
Yesterday was the big day. The SEO book of Onetomarket has been published! At the moment, it’s only available in Dutch but we are translating the book to English at the moment. The SEO book is written by me and 5 colleagues of Onetomarket. Everyone wrote about his or her expertise. The book is meant to give a basic overview of all the essential fundamentals where SEO consists of.
The target group of the book are marketers with a basic knowledge of on line. Therefore, we also give information about the role of SEO within the on line marketing mix. A technical person also finds very interesting stuff within the book, especially in the chapters about client side and server side coding.
The content of the book is divided into twelve chapters:
What is SEO?
How do people use search engines?
Determining keywords
Sitestructures
Content
Client side
Server side
Link building
Link building techniques
Web analytics
Selecting an SEO partner
SEO within the (on line) marketing mix
The book is available under ISBN number 9789059403680 and consists of 224 pages. We’re very proud of it and we’ll keep you posted with info about the English version.
It took a while, but it’s finally there: Our new and improved website. Based on WordPress and completely revamped. Together with that a fresh structure, new content and, in our minds, a better way to conversate with our customers and prospects.
With better integration of our blog and knowledge base you’re now able to keep track of our news, ideas and tactics.
Lets just paraphrase this article; link building costs time. Lots of time. Because a lot of people want immediate results I will focus a lot of time and energy on this post to clarify why it is important to have loads of patience. To name a few:
it takes time to become an authority
it takes time [...] more information
An compelling explanation of a phenomenon that is called linkbait, how it works, how you can recognize it and what it can do for your business. more information
You are looking for a reliable partner. Onetomarket understands the importance of a good partnership. This partnership is based on trust, performance, communication and a pro-active work ethic.
Imagine your hassle taken away and you are completely able to focus on a strategic level.
If you like the sound of this we recommend you take action right now!
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