SEO ranking factors 2010, a.o. presented by Rand Fishkin SEOmoz

Recently a patent has been granted to Google about the reasonable surfer model. Rand Fishkin explained this patent and what it meant for SEO. This session was also about the correlation between titles, headings and alt attributes within a website based on facts done by research of SEOmoz.

Linkbuilding outside of the box

This session was about linkbuilding. A lot of interesting tools were mentioned including Majestic SEO, TagCrowd and the recently launched InfluenceFinder. We have found the session about ‘how to get links from university and government websites’ particularly interesting – creative ways to get real valuable authoritative links.

Top Ten Customized Search Analytics reports

Most important thing about this session is that Web Analytics does not exist of just generating reports. It is much more than this and requires the right interpretation of the data. Good reports are necessary for interpretation and analysis of the data and some examples were shown during this session.
Important part of this track was the Visitor Journey of Customer Journey. Tracking First click visits and beyond. Something also in coherence with conversion attribution

Will Critchlow (Distilled Ltd.) his presentation is available on scribd.

The Art of Measuring Local & Mobile Search results.

Martijn Beijk, SEO Consultant and Local Search specialist at Onetomarket was a speaker at SMX Advanced London in the session ‘The Art of Measuring Local & Mobile Search Results’ together with Mike Belasco (seOverflow) and Christine Churchill (Keyrelevance).
This session was about gaining insight and visibility into both online and offline conversions from local and mobile search results. Apart from the implementation of analytics on results from Google Places the presentation of Martijn Beijk also mentioned ways to gain more insight in offline sales by using in-store surveys, coupons, etc. Important part of the presentation was an attribution model. One that could fit ‘Latent Offline Conversions’. The visitor that is orientating on your website but might be buying the product offline, in your store. Attached you will find Martijn’s Presentation with some take aways.

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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)

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The full overview in 7 steps:

1. Optimize the existing error pages
2. Improve internal links
3. Improve external links
4. NEVER remove pages from your site, but archive them
5. Redirect some common misspellings
6. Monitor error pages
7. Monitor search queries

Plus two bonus tips:

1. commercialization of the 404-page
2. keep your content up-to-date

The road map, Part 1: optimize existing error pages

Step 1: optimize existing error pages
On the web many articles can be found which explain how an error page can be made as user friendly as possible to decrease the percentage of visitors who leave your site without viewing more pages. The general view is that a 404-page must be user-friendly and that you should help visitors as good as possible by finding what they sought for. Place a few popular links or a search field on the error page. The other recommendations have already been extensively discussed at various sites, so I give merely a few links:

Additional information:

• General information can be found on Wikipedia and Evolt.org. More technical information can be found on the web designers magazine A List Apart.

Step 2: improve internal links
Prevention is better than cure. Try to avoid visitors to stream at the 404-page as much as possible, how good this page may be. A comprehensive scan shows if all links within your site (both internal and ‘outgoing’ links) are still functioning properly. The free program Xenu Link Sleuth is an excellent tool, but there are obviously more tools that do the same. The inventory of your internal links can be done automatically, but the corrections are mostly done by hand.

Additional information:

• The tool Xenu Link Sleuth. A simple Google query provides enough other tools;

Step 2.1: adding favicon.ico
This part actually belongs in step 2, but I thought it was important enough to mention it separately. Internet Explorer asks for the so-called ‘favicon.ico’ file at each Web page with a browser view. This is the small icon on the left side of the address bar of a Web browser, you must have seen it sometimes. If there is no file called ‘favicon.ico’ in the root of your website (http://www.yourwebsite.com/favicon.ico) it won’t be found and Internet Explorer generates an error message. You can easily prevented this common error by placing a favicon on your site.

Additional information:

• Technical and substantive “how-to” for dealing with favicons: http://www.trilithium.com/johan/2005/02/no-favicon/

Step 3: improving external / incoming links
Once if the internal link structure is okay, the next step is to improve the links from other sites to your site. These are the so-called inbound links or links. The inventory could also be automated, for example, with the free program back link analyzer, with the Yahoo Site Explorer and Google Webmaster Tools. The correction of incoming links is possibly more labor intensive, because you are relying on third parties. However it is worthwhile to take action on this part.
Tip: If you’re improving your external links, make sure the incoming links contain decent descriptive texts with keywords (for example: “web design and seo weblog” instead of “weblog” as link text) .

Additional information:

1. An excellent tool unfortunately with limited export opportunities is Back link analyzer;
2. Yahoo! Site Explorer: gives accurate information about incoming links;
3. Google Webmaster Tools gives an overview of all incoming links for a website. These data are not available for third parties, so you should set the webmaster tools environment with a Google account (is a winner anyway).

Step 4: NEVER remove pages, but archive them
On the news section of your site is an article from 2006. When it was placed, there was pretty much coverage by the media and the article was linked by several blogs that discussed the content in detail. But anno 2008 the news is not relevant anymore. Whatever you do, do not delete the article! The article is a while on your site already, it is included in the index of Google and Yahoo and has perhaps built up some pagerank/relevance/history. It would be an eternal shame to throw that away. So, keep it! Put it in an archive; if necessary, put an additional comment on this article that the news might be outdated and comes from the archive. This also prevents errors when people have followed the old link.

Additional information:

• Cool URIs don’t change: http://www.w3.org/Provider/Style/URI

Part 2: installation of extra usability

Step 5: redirect some common misspellings
Are certain misspellings often made on your website? Is the word ‘contat’ tapped in by many visitors when the search for your ‘contact’ page? This is a random example, but you know what I mention. If this occurs frequently, you can redirect visitors automatically (with a so-called ’301 redirect ‘) to the proper ‘contact’ page. You can find a clear overview of the different 301-techniques on the Onetomarket site.
Please note: build in an additional warning for those who have landed on the page by using a ‘misspelling’. Show a message like: ‘We have automatically redirected you to this page, while you searched for the page ‘mispelings.html’. Make sure if you want to bookmark or link this page, that you use the correct address. Or something similar to this effect.

Part 3. Aftercare: monitoring

Step 6: Monitor error pages

To have access to the amount of visitors which comes into contact with error messages on your site, you must use your statistics package.
With the free Google Analytics package, you must set a little by your self. For example, are certain misspellings made (see step 5) and which websites provide false links that causes’ bounces’. This information could also be provided through Google webmaster tools, which shows so called “crawl errors’. WordPress users can use log-404. This WordPress plugin logs error messages and makes a network overview of the last 100.

Additional information:

• Tracking 404 pages in Google Analytics;
• Debug using Google Webmaster Tools;
• And a WordPress plugin that effectively logs error pages.

Step 7: Monitor search queries
Another aspect that can be monitored, concerns the so-called referrers. Most statistical packages would not only provide information about which site provides you visitors, but also, as they came through Google, which keywords they had used in Google when they found your site. Google Analytics works in this context with ‘keyword considerations (‘All reports > ‘Marketing Optimization’> ‘Keyword considerations ‘).
These ‘considerations’ are nothing more than suggestions for keywords that you could use in your site. People were looking for these and thought that they would find them on your site. Why not give them what they want? At least, as long as it’s relevant.
We are not very satisfied with the operation of this feature of Analytics, but because anyone can use Analytics for free, we mentioned it here. Other, but from better quality and also more specialised are the following tools: HitTail, 103Bees and the Search Meter WordPress plugin.

Additional information:

• Wikipedia on referers;
• Search Meter WordPress Plugin. Keyword suggestions from the WordPress interface;
• HitTail: http://www.hittail.com/
• 103Bees: http://www.103bees.com/

Part 4. Bonus tip: 404-pages as part of the sales process

1: commercialization of the 404-page
In some cases, an error page can be used to encourage the sales on the site rather than merely provide navigation to continue to search the site.

A good example is the 404-page of Apple. At first glance, there is a ‘normal’ 404-page, there is a slightly accusing text which says that I as a visitor might have typed in something wrong (there is some improvement needed) and there are links that leads a visitor deeper in to the site.

The most striking part of that page is a trio of images of approximately 175 by 150 pixels with information about certain offers, promotions or new products. So called banners, and they rotate. For example press several times on F5 (Ctrl-R for Safari) and you will see that each time a different banner will be shown on the page. That is a very clever action from Apple. On the 404-page are teasers that are popular. Apple makes a virtue of necessity and this principle can be applied to all kinds of sites!

Additional information:

• Apple error page: http://www.apple.com/error.html

Tip 2: keep the content up-to-date
Suppose your company site is growing and there will be new jobs at your site. For some functions you are looking for new people continuously, while others already have been filled in. It is also possible that certain functions are fulfilled now, but they will be brought back on the site in the future.
In all cases, you are better off not to remove the vacancy pages, even though the functions are already fulfilled.
In the first place the pages build up a history in search engines, in links from job sites, perhaps even on the personal weblog of someone who has responded.
Secondly, it is a cold trick to add an additional piece of text on the vacancy page in question: “at this moment this vacancy is fulfilled, but there is always place for enthusiastic, talented hard workers” or something similar. That is a lot better than ’404 Not found’….

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source: Mediascope Europe 2007

There’s a big shift going on. Old advertising methods are getting more expensive and less effective. As we look at the media spend we see happening over the years and time spent online we see a huge shift going on.

By getting the right channels online Onetomarket can provide you with the most cost effective channels bases on reaching your audience, selling your products and engaging your clients into valuable brand advocates. In our services we made a clear difference between the recruitment of new relations and the management of your current clients. The consequences: more qualified leads, better interaction, more sales, better retention program and high customer satisfaction.

Typical problems we solve

Onetomarket helps companies create effective, result driven internet marketing strategies. We can help you with:

• help you improve the quality of your traffic from search engines
• improve the ROI on your paid search campaigns
• optimize your landing pages for more and better conversions with conversion optimization
• engaging in social networks and start listening and talking with you customers in social media
• introduce and setting up your affiliate program with our affiliate management services
• getting all the right places for your online advertising campaigns

Onetomarket has all the experts to help you improve your results.

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“In the past 10 years Onetomarket has developed itself into a leading international quality agency for interactive marketing. We have the specific knowledge and experience to integrate interactive marketing into successful sales and communication channels for your organization.”

Vision

The increasing digitization of marketing creates new problems and solutions within organizations that need to be integrated via a professional strategy.

Mission

It is our aim to provide integrated interactive marketing services with a pragmatic approach that should be applied within organizations. Behind each name and logo we see the people that communicate the message into the market. Supporting organizations with our technology and knowledge is our ambition, passion and goal.

Profiling

We present ourselves as the best agency for interactive marketing. A hands on approach with a clear vision, knowledge and experience are our core elements. This ensures that Onetomarket has multiple long lasting client relationships and is constantly striving to maintain and improve its services.

Jac van Ommen

As founder and CEO of Onetomarket, Jac van Ommen has a clear vision on interactive marketing:

“Interactive marketing has developed rapidly and is increasingly seen as the main channel for communication with the audience. The challenge is to make the best use of interactivity to increase sales and improve products and services. By the measurability of online campaigns, we can use our knowledge and technology for maximum effect. Onetomarket uses webanalytics as the leading tool to success. This ensures that our clients use interactive marketing in a transparent and result-driven manner, resulting in a much better effect than traditional marketing.”

Would you like to do international business? Onetomarket has besides the headquarter in Arnhem also offices in Berlin, Barcelona and Madrid.

We welcome you at Onetomarket!

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Web analytics provides the means to measure, analyze and optimize these metrics.

This process is very important, because KPIs are the absolutely essential metrics your web analytics tool should be able to report. Determining them is a great help when it comes to choosing a vendor. Once the tool is chosen, the next step is a correct implementation to ensure quality data and correct tagging of all the pages and campaigns. At Onetomarket, we work with different tools every day. We can help you both with the choice and implementation.

Key Performance Indicators guide your use of your analytics tool where you can start segmenting the data by campaigns, content and visitors. How do people from PPC campaigns behave on the site versus Organic visitors? Where do people break off their purchase process? Which channel is best to achieve a particular KPI and goal?

Find out which campaigns really contribute to the performance of your online marketing strategy. How effective are they? What works, and what doesn’t? Web analytics is not about measuring traffic, but about generating true value by measuring KPIs and optimizing for business objectives.

Key Takeaways

• KPIs give you an indication of your progress.
• Web analytics provides the means to measure, analyze and optimize metrics.
• Find out which campaigns really contribute to the performance of your online marketing strategy.

So, how can we help you?

Maybe this sounds familiar to you, but if it does not – you are not alone! According to recent research by E-consultancy and Lynchpin “less than 18% of organizations have an internal strategy that ties data collection and analysis to business objectives.” Do you need to get Analytics on the right track, or are you just getting started and do you want to avoid all the pitfalls? We can help you! We do vendor selection, goals and KPI formulation, implementation, training and conversion optimization.

To get more information about web analytics and our services fill out the form below, or sign up to our newsletter!

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When it comes to search engine advertising, there are several processes which can be automated. Most common tasks which lend themselves to atomization are bid management, reporting and automatic generation and management of campaigns based on XML feeds. For automating these tasks both existing and custom build tools can be used. These tools make use of the API of the search engines. Depending on your needs we can either use an existing tool or build a custom one which will be tailored to be best suited to your company.

Tools and Advice

Onetomarket has been using and testing a number of these tools. Some of these tools have been made in house, others have been acquired from suppliers. With our experience with different kinds of technology we can help you build or select the right tools for your automation needs.

It is important to find out which tools fits your company’s needs best. Get in touch with Onetomarket now and our experts will help you select the tool that’s right for your business.

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The traffic you get from portals comes from two sources: the portals themselves and the inclusion of news results in the “normal” search results. There’s always a spike of searches for people, companies or things in the news. Search engines try to be as relevant to the user as possible by presenting them with results from their news search portals.

Search engine’s news portals select the sites they include with a very old-fashioned method: a manual review of your site after you have submitted your site for inclusion. They can have very specific demands about your site’s content, quality and technical structure. We can help you to meet those demands.

Once you’re included in these news search engines, it’s possible to optimize the way these news search engines index your site. By handling images and URL’s right, and delivering your news in exactly the right format for these search engines, you can easily gain more traffic from them.

Key Takeaways

• Search engines aggregate news
• Being included in these news portals can drive massive amounts of traffic to your site
• It’s possible to optimize your site to score better in these news search engines

So, how can we help you?

We can help you get included in these portals, and we can help you optimize your site to perform better in these news search portals / engines. Get in touch with one of our experts now!

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“The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.”

Cluetrain Manifesto

But first things first, what is an online community? It’s a place online where people get together to share, to create, to achieve a common goal. They are places on the internet which bring together groups of people who share a common interest. Or it can be an enhancement of an already existing (offline) community.

A blog is a type of community. There are more than 184 million blogs worldwide. Research has indicated that 34,1% of these bloggers write about their experiences with products and brands. Odds are they are writing about you too!

Last.fm lets people with a passion for music get together and share that passion, LinkedIn helps people utilise their professional network and Facebook helps you stay in touch with your friends.

So why is this important? Because, chances are, these people are talking about you! And there is nothing you can do about it.

Well, that’s not completely true. Understanding these communities and its inhabitants can set you on your way to achieve value from this phenomenon. Demanding a negative comment gets taken down will do nothing for your company. Listening to the feedback and getting involved with the conversation can do a lot of good for your brand, though.

Here are some of the reasons how you can benefit from working with online communities:

• Reputation Management – you can monitor the online conversation about your brand
• SEO – an involved company is more likely to get linked to, which will improve rankings
• Engagement – Active users of online communities are heavily engaged, by offering value to the community this engagement can be translated back to your company

Key Takeaways

• Online communities are becoming more and more important to the marketeer
• Why? Because they are important to your customer
• Chances are, these people are talking about you! And there is nothing you can do about it

So, what can we do for you?

Onetomarket has a great understanding of online communities and how to incorporate connecting with them into your online strategy. We have first hand experience in working with communities and can help you maximize your online presence.

Are you interested to find out more? Get in touch now!

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Onetomarket specializes in driving relevant traffic to your websites using the best online channels and techniques available. Traffic that converts well!

Sales generation takes place through different channels. Especially for e-commerce based websites sales generation is very important. Onetomarket knows how to do this and which online channels are the most profitable due to our experience with large companies in the travel, insurance and ecommerce industries. By selecting the right channels and combining them with the best, proven techniques we can help you boost your number of sales.

PPC, RSS, Email marketing and affiliate marketing are all channels that are perfectly suitable for sales generation. Besides these off page channels, it’s important to gear your website towards sales generation, too. For example, in order to turn a visitor into a customer a well-converting landing page is imperative. Off page channels in combination with on page channels like website optimisation can lead to impressive results.

Key Takeaways

• Online marketing is perfectly suited to help you generate more sales
• Both on- and off page channels can help you boost your sales numbers
• For the best result you need to use a multi channel approach

So, how can we help you?

We will work with you to increase the number of sales your website is currently generating. Not only do we have both extensive experience and knowledge in the fields of search engine marketing, email campaigns and online marketing, but we also know how to integrate these separate channels into one successful strategy.

Get in touch now and we will look at how we can improve your sales numbers!

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