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20121206 presentatie eduard sea & seo trends 2013
1.
SEA & SEO TRENDS
IN 2013 12/10/20 © ORANGEVALLEY 1 12
2.
AGENDA
AGENDA Even voorstellen SEA & SEO trends in 2013 Maturity Model Wat nu? 12/10/20 © ORANGEVALLEY 2 12
3.
12/10/20
© ORANGEVALLEY 3 12
4.
EDUARD BLACQUIÈRE 12/10/20
© ORANGEVALLEY 4 12
5.
BLOGGER 12/10/20
© ORANGEVALLEY 5 12
6.
DOCENT 12/10/20
© ORANGEVALLEY 6 12
7.
SPREKER 12/10/20
© ORANGEVALLEY 7 12
8.
BESTUURSLID 12/10/20
© ORANGEVALLEY 8 12
9.
ERVARING 12/10/20
© ORANGEVALLEY 9 12
10.
SENIOR SEO CONSULTANT 12/10/20
© ORANGEVALLEY 10 12
11.
TRENDS IN 2013 12/10/20
© ORANGEVALLEY 11 12
12.
ORANGEVALLEY RELATIEDAG =>
MIJN PRESENTATIE 12/10/2012 © ORANGEVALLEY 12
13.
SEA & SEO
TRENDS 2013 12/10/20 © ORANGEVALLEY 13 12
14.
Organische vindbaarheid 12/10/20
© ORANGEVALLEY 14 12
15.
Betaalde vindbaarheid 12/10/20
© ORANGEVALLEY 15 12
16.
én betaalde vindbaarheid 12/10/20
© ORANGEVALLEY 16 12
17.
én betaalde vindbaarheid 12/10/20
© ORANGEVALLEY 17 12
18.
Organische vindbaarheid 12/10/20
© ORANGEVALLEY 18 12
19.
2010, juni
2011, januari 2011, september 2012, november AFNAME ZICHTBAARHEID SEO 12/10/20 © ORANGEVALLEY 19 12
20.
AFNAME ZICHTBAARHEID SEO 12/10/20
© ORANGEVALLEY 20 12
21.
AFNAME ZICHTBAARHEID SEO 12/10/20
© ORANGEVALLEY 21 12
22.
AFNAME ZICHTBAARHEID SEO 12/10/20
© ORANGEVALLEY 22 12
23.
AFNAME ZICHTBAARHEID SEO 12/10/20
© ORANGEVALLEY 23 12
24.
ONDER DE MOTORKAP 12/10/20
© ORANGEVALLEY 24 12
25.
CONTENT STRATEGIE 12/10/20
© ORANGEVALLEY 25 12
26.
TOENAME MOBILE SEARCH 12/10/20
© ORANGEVALLEY 26 12
27.
TOENAME MOBILE SEARCH 12/10/20
© ORANGEVALLEY 27 12
28.
TOENAME MOBILE SEARCH 12/10/20
© ORANGEVALLEY 28 12
29.
TOENAME MOBILE SEARCH 12/10/20
© ORANGEVALLEY 29 12
30.
AFNAME INZICHT SEO
RESULTAAT 12/10/20 © ORANGEVALLEY 30 12
31.
AFNAME INZICHT SEO
RESULTAAT 12/10/20 © ORANGEVALLEY 31 12
32.
17%
7 miljoen zoekopdrachten september 2012 12/10/20 © ORANGEVALLEY 32 12
33.
7,5%
7 miljoen zoekopdrachten maart 2012 12/10/20 © ORANGEVALLEY 33 12
34.
ONDER DE MOTORKAP 12/10/20
© ORANGEVALLEY 34 12
35.
ACHTER NOT PROVIDED 12/10/20
© ORANGEVALLEY 35 12
36.
BETALEN VOOR GOOGLE
SHOPPING 12/10/20 © ORANGEVALLEY 36 12
37.
BETALEN VOOR GOOGLE
SHOPPING 12/10/20 © ORANGEVALLEY 37 12
38.
TOT MEDIO FEBRUARI 12/10/20
© ORANGEVALLEY 38 12
39.
VANAF MEDIO FEBRUARI 12/10/20
© ORANGEVALLEY 39 12
40.
VANAF MEDIO FEBRUARI 12/10/20
© ORANGEVALLEY 40 12
41.
VANAF MEDIO FEBRUARI 12/10/20
© ORANGEVALLEY 41 12
42.
VANAF MEDIO FEBRUARI 12/10/20
© ORANGEVALLEY 42 12
43.
GOOGLE ANALYTICS &
ADWORDS 12/10/20 © ORANGEVALLEY 43 12
44.
GOOGLE ANALYTICS &
ADWORDS ⟹ Direct on-site metrics naast je off-site metrics ⟹ Automated rules toepassen op on-site metrics ⟹ Remarketing vanuit Google Analytics 12/10/20 © ORANGEVALLEY 44 12
45.
TOENAME BLENDED SEARCH 12/10/20
© ORANGEVALLEY 45 12
46.
TOENAME BLENDED SEARCH 12/10/20
© ORANGEVALLEY 46 12
47.
TOENAME BLENDED SEARCH 12/10/20
© ORANGEVALLEY 47 12
48.
TOENAME BLENDED SEARCH 12/10/20
© ORANGEVALLEY 48 12
49.
TOENAME BLENDED SEARCH 12/10/20
© ORANGEVALLEY 49 12
50.
TOENAME BLENDED SEARCH 12/10/20
© ORANGEVALLEY 50 12
51.
TOENAME BLENDED SEARCH 12/10/20
© ORANGEVALLEY 51 12
52.
EXTENSIES: SHOPPING 12/10/20
© ORANGEVALLEY 52 12
53.
EXTENSIES: SHOPPING 12/10/20
© ORANGEVALLEY 53 12
54.
SHOPPING & REMARKETING 12/10/20
© ORANGEVALLEY 54 12
55.
REMARKETING NU 12/10/20
© ORANGEVALLEY 55 12
56.
SHOPPING & REMARKETING 12/10/20
© ORANGEVALLEY 56 12
57.
ADWORDS DISPLAY TARGETING 12/10/20
© ORANGEVALLEY 57 12
58.
UITBREIDING TARGETING DISPLAY 12/10/20
© ORANGEVALLEY 58 12
59.
TARGETING DISPLAY Combineren van
diverse variabelen: ⟹ Leeftijd ⟹ Geslacht ⟹ Topics (websites) ⟹ Interesses (gebruiker!) 12/10/20 © ORANGEVALLEY 59 12
60.
FACEBOOK ADVERTISING 12/10/20
© ORANGEVALLEY 60 12
61.
FACEBOOK TARGETING 12/10/20
© ORANGEVALLEY 61 12
62.
AUTEUR RANKING 12/10/20
© ORANGEVALLEY 62 12
63.
+ 2 JAAR GELEDEN… 12/10/20
© ORANGEVALLEY 63 12
64.
AUTEUR RANKING 12/10/20
© ORANGEVALLEY 64 12
65.
ONDER DE MOTORKAP 12/10/20
© ORANGEVALLEY 65 12
66.
WAT DOET GOOGLE(BOT)? 12/10/20
© ORANGEVALLEY 66 12
67.
APP TRACKING 12/10/20
© ORANGEVALLEY 67 12
68.
CALL TRACKING 12/10/20
© ORANGEVALLEY 68 12
69.
CALL TRACKING 12/10/20
© ORANGEVALLEY 69 12
70.
BONUS 12/10/20
© ORANGEVALLEY 70 12
71.
Cumulatief minder verkeer 12/10/20
© ORANGEVALLEY 71 12
72.
Conclusie
“SEA en SEO genereren samen meer verkeer dan wanneer ze los van elkaar ingezet worden” 12/10/20 © ORANGEVALLEY 72 12
73.
Ads testen voor
SEO 12/10/20 © ORANGEVALLEY 73 12
74.
SEA & SEO
SYNERGIE 12/10/20 © ORANGEVALLEY 74 12
75.
INSPELEN OP DE
TRENDS? 12/10/20 © ORANGEVALLEY 75 12
76.
ONLINE MARKETING TRENDS 12/10/20
© ORANGEVALLEY 76 12
77.
Alles is INTERESSANT
maar niet alles is RELEVANT 12/10/20 © ORANGEVALLEY 77 12
78.
12/10/20
© ORANGEVALLEY 78 12
79.
12/10/20
© ORANGEVALLEY 79 12
80.
ONDER DE MOTORKAP 12/10/20
© ORANGEVALLEY 80 12
81.
MATURITY MODEL 12/10/20
© ORANGEVALLEY 81 12
82.
INTERNET VOLWASSENHEID 12/10/20
© ORANGEVALLEY 82 12
83.
ORGANISATIEVOLWASSENHEID 12/10/20
© ORANGEVALLEY 83 12
84.
ORGANISATIEVOLWASSENHEID 12/10/20
© ORANGEVALLEY 84 12
85.
ORGANISATIEVOLWASSENHEID 12/10/20
© ORANGEVALLEY 85 12
86.
MATURITY MODEL
4 3 2 1 LEVEL TIJD AANWEZIGHEID 2 RESULTAAT 3 OPTIMALE 4 1 LIFETIME GERICHT DIALOOG VALUE 12/10/20 © ORANGEVALLEY 86 12
87.
MATURITY MODEL >
LEVEL 1 4 3 2 1 LEVEL TIJD AANWEZIGHEID 2 RESULTAAT 3 OPTIMALE 4 1 LIFETIME GERICHT DIALOOG VALUE 12/10/20 © ORANGEVALLEY 87 12
88.
MATURITY MODEL >
LEVEL 1 LEVEL 1 - AANWEZIGHEID 12/10/20 © ORANGEVALLEY 88 12
89.
BEN JE VINDBAAR
& ZICHTBAAR? 12/10/20 © ORANGEVALLEY 89 12
90.
MATURITY MODEL >
LEVEL 1 LEVEL 1 Herkent u zich hierin? Doelstelling: Aantal Pageviews / Bezoekers Rapportage: Ad hoc Kenmerken: IT = eigenaar, “Feel good” info 1. AANWEZIGHEID 12/10/20 © ORANGEVALLEY 90 12
91.
MATURITY MODEL >
LEVEL 1 LEVEL 1 Herkent u zich hierin? Doelstelling: Aantal Pageviews / Bezoekers Rapportage: Ad hoc Kenmerken: IT = eigenaar, “Feel good” info 12/10/20 © ORANGEVALLEY 91 12
92.
Descrip ons met
Call to ac on Social media strategie Blog/nieuwssec e 5 Vermeldingen op social media Duplicate content Aanwezigheid social media 4,5 Meertaligheid Externe links op basis van dialoog 4 Vindbaarheid images 3,5 Interne links op basis van dialoog Vindbaarheid video's 3 Aanwezigheid interne links 2,5 Vindbaarheid loca 2 Links van partners 1,5 Vindbaarheid Google Shopping 1 Links van branchewebsites Vindbaarheid Google News 0,5 0 Gevonden content sluit goed aan bij de Links d.m.v. PR zoekvraag Links van startpagina's Vindbaarheid merknaam Vindbaarheid merknaam gerelateerde 0 zoekopdrachten Microformat toepassingen Vindbaarheid orienta efase Laad jd Vindbaarheid interessefase Crawl op malisa e Vindbaarheid koopfase Content in broncode Vindbaarheid terugkomfase Headingstructuur #REF! Toegankelijkheid voor zoekmachines Op malisa e van organische CTR PERFORMANCE SCAN 12/10/20 © ORANGEVALLEY 92 12
93.
Hoog Afwijzen
Later actie ondernemen 1. Afname C7 B8 zichtbaarheid B5 B1 SEO C1 A3 C2 B3 B2 C3 C6 B7 B4 A4 1. Toename mobile search Moeilijkheidsgraad van de implementatie Wel doen Nu doen Lage prioriteit B5 Hoge prioriteit A1 1 A6 2 A8 A7 Laag Laag Hoog Urgentie om probleem op te lossen Prioriteit maturity level 1 12/10/20 © ORANGEVALLEY 93 12
94.
MATURITY MODEL >
LEVEL 2 4 3 2 1 LEVEL TIJD AANWEZIGHEID 2 RESULTAAT 3 OPTIMALE 4 1 LIFETIME GERICHT DIALOOG VALUE 12/10/20 © ORANGEVALLEY 94 12
95.
MATURITY MODEL >
LEVEL 2 LEVEL 2 - RESULTAATGERICHT 12/10/20 © ORANGEVALLEY 95 12
96.
WAT IS HET
RESULTAAT? 12/10/20 © ORANGEVALLEY 96 12
97.
MATURITY MODEL >
LEVEL 2 LEVEL 2 2. RESULTAAT 12/10/20 © ORANGEVALLEY 97 12
98.
MATURITY MODEL >
LEVEL 2 LEVEL 2 Herkent u zich hierin? Doelstelling: Aantal orders Rapportage: Maandelijks Kenmerken: Business = eigenaar, KPI’s, Dashboard 12/10/20 © ORANGEVALLEY 98 12
99.
Hoog Afwijzen
Later actie ondernemen 1. Afname B8 inzicht SEO B1 B5 resultaat C1 C2 C3 B3 B2 C6 B4 A4 1. Betalen voor B7 Google Moeilijkheidsgraad van de implementatie Wel doen Nu doen Shopping Lage prioriteit B5 Hoge prioriteit A3 1 A1 2. Integratie A6 Google 3 1 AdWords & Analytics A7 2 Laag Laag Hoog Urgentie om probleem op te lossen Prioriteit maturity level 2 12/10/20 © ORANGEVALLEY 99 12
100.
MATURITY MODEL >
LEVEL 3 4 3 2 1 LEVEL TIJD AANWEZIGHEID 2 RESULTAAT 3 OPTIMALE 4 1 LIFETIME GERICHT DIALOOG VALUE 12/10/20 © ORANGEVALLEY 100 12
101.
MATURITY MODEL >
LEVEL 3 LEVEL 3 - DIALOOG 12/10/20 © ORANGEVALLEY 101 12
102.
+58% SUCCESVOLLE DIALOOG? 12/10/20
© ORANGEVALLEY 102 12
103.
-12%
+78% SUCCESVOLLE DIALOOG! 12/10/20 © ORANGEVALLEY 103 12
104.
MATURITY MODEL >
LEVEL 3 LEVEL 3 3. DIALOOG 12/10/20 © ORANGEVALLEY 104 12
105.
MATURITY MODEL >
LEVEL 3 LEVEL 3 Herkent u zich hierin? Doelstelling: Succesvol bezoek Rapportage: Wekelijks Kenmerken: ROI, Segmentatie, A/B testen 12/10/20 © ORANGEVALLEY 105 12
106.
Hoog Afwijzen
Later actie ondernemen 1. Toename Blended Search B8 B1 C3 B5 C2 B3 B2 1. AdWords C6 B7 B4 extensies: Moeilijkheidsgraad van de implementatie Wel doen Nu doen Shopping Lage prioriteit Hoge prioriteit B5 A1 1 A3 2. Google Shopping & B6 3 Remarketing 1 2 4 Laag A7 3. Display Laag Hoog targeting Urgentie om probleem op te lossen Prioriteit maturity level 3 12/10/20 © ORANGEVALLEY 106 12
107.
MATURITY MODEL >
LEVEL 4 4 3 2 1 LEVEL TIJD AANWEZIGHEID 2 RESULTAAT 3 OPTIMALE 4 1 LIFETIME GERICHT DIALOOG VALUE 12/10/20 © ORANGEVALLEY 107 12
108.
MATURITY MODEL >
LEVEL 4 LEVEL 4 – LIFETIME VALUE 12/10/20 © ORANGEVALLEY 108 12
109.
MATURITY MODEL >
LEVEL 4 LEVEL 4 4. LIFETIME VALUE 12/10/20 © ORANGEVALLEY 109 12
110.
MATURITY MODEL >
LEVEL 4 LEVEL 4 Combinatie van offline en real-time online kenmerken Database Marketing Behavorial Targeting § Demografie § Real-time klikgedrag § Productbezit § Bezochte pagina’s § Referrers + § Productkenmerken § Transactiehistorie § Zoektermen § Kanaalgebruik § Contacten via ‘traditionele’ DM § Klantwaarde 4. LIFETIME VALUE 12/10/20 © ORANGEVALLEY 110 12
111.
MATURITY MODEL >
LEVEL 4 LEVEL 4 Herkent u zich hierin? Doelstelling: Waarde creatie / lifetime value Rapportage: Dagelijks Kenmerken: Multi-channel, Personalisatie, MVT 12/10/20 © ORANGEVALLEY 111 12
112.
Hoog Afwijzen
Later actie ondernemen 1. Profiling & Authority ranking C3 B1 C2 B3 B2 B5 1. AdWords call B7 B4 & app tracking Moeilijkheidsgraad van de implementatie Wel doen Nu doen Lage prioriteit Hoge prioriteit B5 2 A3 A1 B6 1 A7 Laag Laag Hoog Urgentie om probleem op te lossen Prioriteit maturity level 4 12/10/20 © ORANGEVALLEY 112 12
113.
12/10/20
© ORANGEVALLEY 113 12
114.
12/10/20
© ORANGEVALLEY 114 12
115.
INSPELEN OP DE
TRENDS! 12/10/20 © ORANGEVALLEY 115 12
116.
SEARCH TRENDS –
MATURITY LEVEL 1 INSPELEN OP TRENDS ⟹ Bekijk waar je staat ⟹ Bepaal relevante aandachtsgebieden ⟹ Maak effort gain ⟹ Behaal maximaal rendement! 12/10/20 © ORANGEVALLEY 116 12
117.
CONTACT / VRAGEN
Orangevalley De Corridor 27 3631 ZA Breukelen Tel: 030 - 2 800 800 Email: info@orangevalley.nl 12/10/20 © ORANGEVALLEY 117 12
Hinweis der Redaktion
Betaalt per klik, gewoon op basis bieding in adwords veilingAlgoritme achter veiling is nog onduideijk
Tot half februari 2013Organic + product listingads
Vanaf half februari 2013Alleen product listingads
Vanaf half februari 2013
Vanaf half februari 2013
Vanaf november 2012
Cumulatief minder verkeer
Ookbijmerknaam
Gericht op de dialoog
Gericht op klantwaarde
Gericht op klantwaardeCoca cola – prijsafhankelijk van waar je het product koopt
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