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Can you buySEO-success?The most importantdifferences betweensuccess and failure inpractice.27. Oktober 2011Hanns Kronenber...
Personal information•   Hanns Kronenberg    Study of Business Economics with an emphasis on Marketing & Statistics    at t...
Content1. SEO: Dream and Reality2. The propper understanding of SEO3. Inertia and Force4. The right setup for successful S...
SEO: Dream and Reality                         4
seobook.de survey: The world’s greatest SEO-mistakes                                (Top 8 worst On-Page mistakes)Source: ...
seobook.de survey: The world’s greatest SEO-mistakes                                (Top 8 worst Off-Page mistakes)Source:...
The real questionis this:Why do so manywebsites make thesame mistakes,even though goodSEOs know them?                    7
Why do thesemistakes showup even forwebsites thathave a SEO-consultant orinhouse-SEO?                8
Are there just notenough goodSEOs out there?                     9
The typical SEO-mistakes aresymptoms butnot the actualreason for a lackof SEO-success                    10
The main reason for a lack of SEO-success is afaulty understanding of SEO within the company                              ...
„Men willinglybelieve what theywish.“Gaius Julius Caesar                      12
Would you  believe the  following?  „Get slim:Get your beachbody in just six   weeks!“                   13
Would you   believe the   following?„Finally full, densehair! Rapidly fight     hair loss“                       14
Then please do not trust in adds such as this!Promising you “peace of mind” for a fixed fee                               ...
Peace of mind???Does not sound as if someone wants to be              successful!  Then please do not trust in adds such a...
Many businesseswill just quiet their conscience: “Of  course we do SEO. We hired     an outside       agency.             ...
„If fools went not to market, bad ware would                 not be sold.“                  English proverb               ...
The proper understanding of SEO                                  18
Can Seo-success be bought?                             19
1) What is SEO?   Can Seo-success be bought?                                19
1) What is SEO?   Can Seo-success be bought?        2) What is success?                                19
1) What is SEO?                  3) How do you define                         “buy”?   Can Seo-success be bought?        2)...
1. What is SEO? The sum of all measures taken, in order to increase the profitability of a website by purposefully increas...
1. What is SEO?Content Quality           Load-TimesInformationarchitecture (IA) LinkbuildingUsability Technical SEO Conver...
SEO has a cross-   departmental function and willtouch upon many different parts of   the company                      22
2. What is success?    For Brand-websites:  Becoming the long-term     SEO-Brand-leader for a certain segment or a        ...
SEO-success means top-rankings for a    number of relevant keywords                                       24
3. How do youdefine “buy” ?      Outsourcing: Having (all) of your SEO-work done by a thrid-party contractor like an SEO-a...
Common problems whenoutsourcing all of your SEO lack of involvement of all the relevant departments insufficient implement...
Just install a    SEO!SEO is not an “accessory”, that you      can just have installed                                    ...
SEO is not magic and does not use           secret tricks                                    28
Just like Fitness, SEO-success can onlybe achieved through active participation                                       29
YouTube Video (click me)SEO-success is teamwork, Heart’sblood, as well as constant and hard                work           ...
Inertia and Force                    31
To get better rankings, you need to change old methods of operation                                      32
To achieve change, you first need to  overcome a companies’ inertia                                       33
Law of Inertia:  Inertia is the tendency of an object toresist a change in motion, as long as no outside force is exerted....
The difference between Seo-success and -failure is often the relationship of force to inertia                             ...
David versus Goliath This is the simple reason why (small)internet-businesses often win against        (large) offline-com...
4. The right setup for   successful SEO                         37
9 steps          38
1. SEO-Expert(competence promoter) inhouse-SEO and/or external SEO-consultant specialist knowledge regularly available cle...
2. Top-Manager(power promoter) top-management or business unit manager overcoming of barriers either hierarchically (with ...
3. Inclusion of everyone involved                                    41
4. SEO-controlling Controlling for success, tracking and analyzing of key-values Benchmarking and analyzing the competitio...
5. Goals ambitious but realistic Let successful competitors act as a guide to you                           43
6. Budget allocate sufficient funds to be able to reach the goals that are set use cost-benefit evaluations to analyse mea...
7. Heart’s blood You will need a lot this makes the difference between a small and a large success                        45
8. External   Consultants chose those external consultants that will add momentum to the company, not those that will keep...
9. Calculate risks do not try to be smarter than Google for brand-websites, try to make Google’s goals your own (return th...
The rest will come to you naturally                                      48
Blog: www.sistrix.com/blog/  Twitter: @HannsKronenbergE-Mail: h.kronenberg@sistrix.com                                   49
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Can you buy 
SEO-success? The most important differences between success and failure in practice.

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Can you buy 
SEO-success? The most important differences between success and failure in practice.

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Can you buy 
SEO-success? The most important differences between success and failure in practice.

  1. 1. Can you buySEO-success?The most importantdifferences betweensuccess and failure inpractice.27. Oktober 2011Hanns Kronenberg 1
  2. 2. Personal information• Hanns Kronenberg Study of Business Economics with an emphasis on Marketing & Statistics at the Westfälischen Wilhelms-Universität Münster 1996 – 2000 Productmanagement and Business Development for TV- platforms (RTL-Group, Deutsche Telekom) 2000 – 2007 Productmanagement, Business Development and SEO for Internet-platforms (Tomorrow Focus, muenchen.de, meinestadt.de) 2007–2011 independent SEO-consultant Since 2011 Head of Product Management SISTRIX 2
  3. 3. Content1. SEO: Dream and Reality2. The propper understanding of SEO3. Inertia and Force4. The right setup for successful SEO 3
  4. 4. SEO: Dream and Reality 4
  5. 5. seobook.de survey: The world’s greatest SEO-mistakes (Top 8 worst On-Page mistakes)Source: http://www.seo-book.de/allgemein/auswertung-die-grosten-seo-fehler-der-welt, 26. Oktober 2011, n=93) The most harmful On-Page SEO-mistakes as per survey 5
  6. 6. seobook.de survey: The world’s greatest SEO-mistakes (Top 8 worst Off-Page mistakes)Source: http://www.seo-book.de/allgemein/auswertung-die-grosten-seo-fehler-der-welt, 26. Oktober 2011, n=73) The most harmful Off-Page SEO-mistakes as per survey 6
  7. 7. The real questionis this:Why do so manywebsites make thesame mistakes,even though goodSEOs know them? 7
  8. 8. Why do thesemistakes showup even forwebsites thathave a SEO-consultant orinhouse-SEO? 8
  9. 9. Are there just notenough goodSEOs out there? 9
  10. 10. The typical SEO-mistakes aresymptoms butnot the actualreason for a lackof SEO-success 10
  11. 11. The main reason for a lack of SEO-success is afaulty understanding of SEO within the company 11
  12. 12. „Men willinglybelieve what theywish.“Gaius Julius Caesar 12
  13. 13. Would you believe the following? „Get slim:Get your beachbody in just six weeks!“ 13
  14. 14. Would you believe the following?„Finally full, densehair! Rapidly fight hair loss“ 14
  15. 15. Then please do not trust in adds such as this!Promising you “peace of mind” for a fixed fee 15
  16. 16. Peace of mind???Does not sound as if someone wants to be successful! Then please do not trust in adds such as this! Promising you “peace of mind” for a fixed fee 15
  17. 17. Many businesseswill just quiet their conscience: “Of course we do SEO. We hired an outside agency. 16
  18. 18. „If fools went not to market, bad ware would not be sold.“ English proverb 17
  19. 19. The proper understanding of SEO 18
  20. 20. Can Seo-success be bought? 19
  21. 21. 1) What is SEO? Can Seo-success be bought? 19
  22. 22. 1) What is SEO? Can Seo-success be bought? 2) What is success? 19
  23. 23. 1) What is SEO? 3) How do you define “buy”? Can Seo-success be bought? 2) What is success? 19
  24. 24. 1. What is SEO? The sum of all measures taken, in order to increase the profitability of a website by purposefully increasing the visitors to that website through the organic results on the result’s pages of searchengines 20
  25. 25. 1. What is SEO?Content Quality Load-TimesInformationarchitecture (IA) LinkbuildingUsability Technical SEO ConversionSnippet-Optimization Universal SearchKeywordselection Social Media etc. 21
  26. 26. SEO has a cross- departmental function and willtouch upon many different parts of the company 22
  27. 27. 2. What is success? For Brand-websites: Becoming the long-term SEO-Brand-leader for a certain segment or a specific niche Please note:There are also successful SEO-strategies designed for a short-term profit-maximization, though these are usually not a good fit for brand-websites. 23
  28. 28. SEO-success means top-rankings for a number of relevant keywords 24
  29. 29. 3. How do youdefine “buy” ? Outsourcing: Having (all) of your SEO-work done by a thrid-party contractor like an SEO-agency or a webdesigner 25
  30. 30. Common problems whenoutsourcing all of your SEO lack of involvement of all the relevant departments insufficient implementation of SEO-measures the quality can only be influenced indirectly dependence on third-party contractors loss of internal know-how 26
  31. 31. Just install a SEO!SEO is not an “accessory”, that you can just have installed 27
  32. 32. SEO is not magic and does not use secret tricks 28
  33. 33. Just like Fitness, SEO-success can onlybe achieved through active participation 29
  34. 34. YouTube Video (click me)SEO-success is teamwork, Heart’sblood, as well as constant and hard work 30
  35. 35. Inertia and Force 31
  36. 36. To get better rankings, you need to change old methods of operation 32
  37. 37. To achieve change, you first need to overcome a companies’ inertia 33
  38. 38. Law of Inertia: Inertia is the tendency of an object toresist a change in motion, as long as no outside force is exerted. The larger the inert mass of an object, the less thisobject is affected in its movement by an outside force. 34
  39. 39. The difference between Seo-success and -failure is often the relationship of force to inertia 35
  40. 40. David versus Goliath This is the simple reason why (small)internet-businesses often win against (large) offline-companies 36
  41. 41. 4. The right setup for successful SEO 37
  42. 42. 9 steps 38
  43. 43. 1. SEO-Expert(competence promoter) inhouse-SEO and/or external SEO-consultant specialist knowledge regularly available clever, motivated, responsible, willing to learn 39
  44. 44. 2. Top-Manager(power promoter) top-management or business unit manager overcoming of barriers either hierarchically (with orders) or through the market (with incentives) understands SEO 40
  45. 45. 3. Inclusion of everyone involved 41
  46. 46. 4. SEO-controlling Controlling for success, tracking and analyzing of key-values Benchmarking and analyzing the competition 42
  47. 47. 5. Goals ambitious but realistic Let successful competitors act as a guide to you 43
  48. 48. 6. Budget allocate sufficient funds to be able to reach the goals that are set use cost-benefit evaluations to analyse measures and justify your budgets 44
  49. 49. 7. Heart’s blood You will need a lot this makes the difference between a small and a large success 45
  50. 50. 8. External Consultants chose those external consultants that will add momentum to the company, not those that will keep it static reserve parts of the budgets for specialists and second opinions 46
  51. 51. 9. Calculate risks do not try to be smarter than Google for brand-websites, try to make Google’s goals your own (return the best results for your users) 47
  52. 52. The rest will come to you naturally 48
  53. 53. Blog: www.sistrix.com/blog/ Twitter: @HannsKronenbergE-Mail: h.kronenberg@sistrix.com 49

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