1. ONLINE VISIBILITY
AND
ITS DIFFICULTIES
Dr. Nadine Höchstötter, webscout GmbH
Digital Architects Day, November 27th 2013, Karlsruhe
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2. Everybody is talking about the fact that you must
be active in social media! And that it's absolutely
important to be ranked on first page in google,!
But both could cause problems…
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3. AGENDA
•
Some Facts About Social Media
•
The Google Ranking (Is it really WEB SEARCH?)
•
How to increase Online Visibility
•
Difficulties of being visible and how to solve them
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4. SOCIAL MEDIA FACTS
Source: http://visual.ly/social-media-facts-2013
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5. SOCIAL MEDIA FACTS
Source: http://visual.ly/social-media-facts-2013
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6. SOCIAL MEDIA FACTS
Source: http://visual.ly/social-media-facts-2013
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7. SOCIAL MEDIA FACTS
Source: http://visual.ly/social-media-facts-2013
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8. Search Queries
Gesamt
1Mal (Cold Start)
2Mal (Rare Tail)
3Mal (Mid Tail)
4Mal (Mid Tail)
5Mal (Mid Tail)
100Mal (Pop Tail)
500Mal (Pop Tail)
1000Mal (Pop Tail)
Quantity Unique
2,938,955
2,075,011
504,821
111,308
73,116
33,064
3,795
611
265
Total Number
7,930,712
2,075,011
1,009,640
333,924
292,464
165,321
1,971,906
1,344,919
1,105,265
Google Ranking: The Heavy Tail
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9. Search Queries
Gesamt
1Mal (Cold Start)
2Mal (Rare Tail)
3Mal (Mid Tail)
4Mal (Mid Tail)
5Mal (Mid Tail)
100Mal (Pop Tail)
500Mal (Pop Tail)
1000Mal (Pop Tail)
Quantity Unique
2,938,955
70% 2,075,011
504,821
111,308
73,116
33,064
3,795
611
265
Total Number
7,930,712
26% 2,075,011
1,009,640
333,924
292,464
165,321
1,971,906
1,344,919
1,105,265
Google Ranking: The Heavy Tail
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10. Makro Snippet
Image Results
Prefetch Snippet Results
Video Results
Shopping Results
News Results
70
53
35
18
0
1time
2times
3-5times
6-100
101-500
The Google Ranking
10
501-1000
1000

11. wikipedia en
wikipedia de
60
45
30
15
0
1time
2times
3-5times
6-100
101-500
The Google Ranking
11
501-1000
1000

12. AND?
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13. IS IT REALLY WEB SEARCH???
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14. 14

15. FACEBOOK
BLOGS
TWITTER
LINKEDIN
GOOGLE
YOUR VISIBILITY
XING
NEWS
BING
YOUTUBE
WIKIPEDIA
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16. 16

17. 17

18. DIFFICULTIES?
•
TIME!
•
MONEY!
•
W3: Who, Where, What…
•
Black Box
•
Web Monitoring
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19. WHAT TO DO?
•
FOCUS, FOCUS, FOCUS
•
Do an intensive web scan
•
Find out what’s going on
•
manage the black box
The New Yorker
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20. SUMMARY
•
Social Media and Google
•
Online Visibility and Management
•
Difficulties and Decisions
•
Black Box and Web Monitoring
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21. QUESTIONS?
Dr. Nadine S. Höchstötter
webscout GmbH
Röntgenstr. 8
76133 Karlsruhe
Germany
cell: + 49 151 22 63 69 16
mail: nsh@webscout.de
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