search factory serm search engine reputatie management cc 03 handout
DESCRIPTION
Hoe zorg je dat SERM en ORM strategisch geborgd worden binnen de organisatie. Presentatie voor CC-03 communicatie adviseurs door Frank Husmann en Philip Spaas van Search FactoryTRANSCRIPT
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Search Factory © 15 november 2010
CC-03
Search Engine Reputatie Management (SERM)
15 november 2010
Philip SpaasManaging Partner Search Factory
Frank HusmannPrincipal SEO Consultant Search Factory
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Search Factory © 15 november 2010
• Selecteer een aantal keywords die je oa met Google Alerts gaat monitoren
• Realiseer alvast sociale media profielen met je merknaam
• Start iig met een corporate Linkedin profiel
• Adverteer op je merknaam in Google Adwords
• Schrijf de belangrijkste 5 belemmeringen voor het geval van escalatie
• Shortlist de partners die je nodig denkt te hebben om SERM te verankeren
> Samenvatting: SERM strategie actielijst
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Search Factory © 15 november 2010
> Samenvatting: monitoring tools (diy)• http://www.google.com/insights/search/#
• http://www.google.nl/alerts
• http://blogsearch.google.com/blogsearch_feeds?q=[name]
• http://blogpulse.com/rss?query=[name]
• http://feeds.technoratie.com/search/[name]
• http://rss.sphere.com/rss?q=[name]
• http://search.twitter.com
• http://www.boardtracker.com (forums)
• http://news.google.nl/news?q=[name]
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Search Factory © 15 november 2010
> Inhoudsopgave
1. Introductie
2. Definitie Search Engine Reputatie Management
3. Basiskennis zoekmachines en zoekmachine optimalisatie
4. SERM Cases & Aanpak:
• Monitoring
• Webcare
5. Discussie
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Search Factory © 15 november 2010
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Search Factory © 15 november 2010
> Essentie van Online Reputatie Management (ORM)
Bron: Jungleminds
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Search Factory © 15 november 2010
> Definitie Search Engine Reputatie Management:
Monitoren en verbeteren van de zoekmachineresultaten
van een merk of persoon
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Search Factory © 15 november 2010
Van de gebruikers die zoeken op een merknaam of persoon in Google en een negatief zoekresultaat zien clickt 70% door naar het negatieve resultaat
Bron: wikipedia
> SERM fact:
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Search Factory © 15 november 2010
SEA
SEO
Paid results 40%
Organic results 60%
> Zoekmachine-resultaten pagina
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Search Factory © 15 november 2010
> Basiskennis zoekmachines en zoekmachine optimalisatie
vv
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Search Factory © 15 november 2010
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Search Factory © 15 november 2010
> Meeste aandacht voor hoogste organische posities
0
5
10
15
20
25
30
35
40
45
50
55
60
1 2 3 4 5 6 7 8 9 10 11
POSITIE
%
% Clicks
% tijd bekeken
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Search Factory © 15 november 2010
Techniek en architectuur
Content
Links & linktekst
40%
60%
> De drie positiebepalende factoren
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Search Factory © 15 november 2010
> Techniek en indexatie (1)
• Kan de Google spider (goed) bij de website?
Technische obstakels
• Is elke pagina goed toegankelijk via de interne
linkstructuur
• Is de URL structuur logisch, gebruik je keywords
• Wordt de spider de verkeerde kant op gestuurd?
Redirects, linkstructuur
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Search Factory © 15 november 2010
> Interne linkstructuur (2)
1/2
1/8
1/3
1/12
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Search Factory © 15 november 2010
> Inhoud: Content Strategie (3)
• Op welke zoekwoorden wil ik gevonden worden: zoekvolume en concurrentie
• Clustering in thema’s en interne linkstructuur
• On Page SEO:
Titel
Kopregels H1 H2 etc
HTML Meta-data
Linkteksten
Vette tekst
Keyword density (% keyword tov tekst)
SEO Copywriting
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Search Factory © 15 november 2010
> Linkpopulariteit opbouwen
• Linkbuilding: identificeren en aanschrijven linkpartners
• Interessante content bieden (linkbait: persberichten of virals)
• Domein acquisitie
• Betaalde links
• Satellietsites
• Linkwheels
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Search Factory © 15 november 2010
18
performance based search marketing
Doe keyword research…
pas teksten en TAGS aan op keywords
en zorg voor relevante links.
…zorg voor unieke content,
Basics zoekmachine
optimalisatie
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Search Factory © 15 november 2010
> SERM cases
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Search Factory © 15 november 2010
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Search Factory © 15 november 2010
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Search Factory © 15 november 2010
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Search Factory © 15 november 2010
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Search Factory © 15 november 2010
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Search Factory © 15 november 2010
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Search Factory © 15 november 2010
> Persoonlijk reputatie management: bescherm je naam!
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Search Factory © 15 november 2010
Maar hoe kun je het aanpakken?
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Search Factory © 15 november 2010
SERMisteren
• Luisteren
• Analyseren
• Engage
> SERM aanpak
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Search Factory © 15 november 2010
> Luisteren!
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Search Factory © 15 november 2010
> Luisteren: monitoren van:
• Zoekmachines
• Traditionale & mainstream websites
• Consumer review sites
• Social news/bookmarking sites
• Independent discussion forums
• User-generated content/consumer generated Media
• Blogs
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Search Factory © 15 november 2010
0%10%20%30%40%50%60%70%80%90%
100%
1 2 3 4 5 6 7 8 9
Negatief
Neutraal
> Monitoren Google Zoekresultaten:
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Search Factory © 15 november 2010
> Montoring tools (DIY)• http://www.google.com/insights/search/#
• http://www.google.nl/alerts
• http://blogsearch.google.com/blogsearch_feeds?q=[name]
• http://blogpulse.com/rss?query=[name]
• http://feeds.technoratie.com/search/[name]
• http://rss.sphere.com/rss?q=[name]
• http://search.twitter.com
• http://www.boardtracker.com (forums)
• http://news.google.nl/news?q=[name]
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Search Factory © 15 november 2010
> Google Insights for Search
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Search Factory © 15 november 2010
> Commerciële montoring tools
• Clip It
• Buzz capture
• Finchline
• …
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Search Factory © 15 november 2010
> Analyseren
• Tools als Tweetfeel of Klout
o In kaart brengen key influencers
o Sentiment weergeven
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Search Factory © 15 november 2010
> Engage
• Realisatie domeinen
• Realisatie social media profielen
• Linkbuilding
• Online PR
• Webcare
• Google AdWords
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> Realisatie domeinen – waarom werkt dit? Google Universal Search
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Voorbeeld domeinen
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Enecojobs.nl
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Realisatie van Social Media profielen
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Search Factory © 15 november 2010
Bron: User Intelligence
> Aanpak twitter via webcare
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Search Factory © 15 november 2010
> Vergeet Linkedin niet!
• Zorg voor een company group
• SERM voor personen:
o Maak een uitgebried profiel
o Maak gebruik van de ‘vanity url’
o Word lid van groepen
o Link naar je profiel
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Linkbuilding
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Online PR via bijv. PressDoc
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Search Factory © 15 november 2010
• Integratie Webcare in gehele organisatie is essentieel
• Sluit aan op monitoring en analyse
• Focus van reply to all naar 1 to 1
> Webcare
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Search Factory © 15 november 2010
> Meer weten?
- Laat een visitekaartje achter
- Kom langs in Pandnoord in Amsterdam
- www.searchfactory.nl