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Herausforderung:
SEO EVOLUTION
So meistern Agenturen den Umschwung
Workshop SEOCampixx 2015
Steckbrief
• Name: Thomas Nething
• Geboren: 1979 in Reutlingen
• Wohnort: Ludwigsburg
• Berufung: Online Marketing
• 2013...
Herausforderung:
SEO EVOLUTION
So meistern Agenturen den Umschwung
Workshop SEOCampixx 2015
Themenübersicht
1. Was ist SEO? (heute)
2. Herausforderungen für Agenturen
3. SEO Spezialisten erkennen und finden
4. Kons...
Definition: SEO
© 2013, Eric Kubitz, Contentmanufaktur
• Online Marketing = Maßnahmen um Besucher
auf die eigene Website z...
Argumente: pro SEO-Dienstleistung
• Steigende Nachfragen
• Themenreicher Markt
• Hohes Umsatzpotential
• Fester Bestandtei...
Hürden: SEO Integration in Agentur
• „Alte Hasen“
• Fehlendes Feingefühl
• Vielzahl der SEO-Themen
• Einstieg in SEO-Diens...
Anforderungen: SEO Fachpersonal
• Keywordanalysen und Research
• Texterstellung und Optimierung
• Reporting an GF und Mark...
Beispiele:
SEO
Stellenaus-
schreibung
Finden von SEO Spezialisten
• Merkmale
1. Eigene Projekte
2. Langjährige Erfahrungen
3. Unterschiedliche
Branchenkenntniss...
SEO-Team
(best case)
Agentur-TeamHead of Marketing
Head of SEO
Analyst Onpage Manager
Content Manager
Austausch User Signa...
Kriterien
zur Wahl
einer SEO
Agentur
SEO Zukunft: Klasse statt Masse
• Konzentration auf eine Nische
• Gut ausgearbeitetes Konzept
• Kompetentes SEO Team
• Qua...
Trends:
National
http://www.webdam.com/2014-marketing-statistics-infographic/
Trends: USA
1. Verdoppelung des Budgets
für Social Media
2. 5...
Trends: SEO
• Suchmaschine wird zur
Antwortmaschine
• Lokales SEO wird wichtiger denn je
• Branchenverzeichnisse werden wi...
SEO Nischen-trends
content seo
local seo
mobile seo
international seo
onpage seo
Kernbereiche: Weitere Spezialisierungen
• Spezialisierung auf Marketingdisziplin
mit SEO Dienstleistung
Beispiele:
1. Bran...
• Vielen Dank!
• Noch Fragen?
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Achtung: SEO EVOLUTION - so meistern Agenturen den Umschwung

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~ Die Präsentation stammt von einem Workshop bei der SEOCampixx 2015 in Berlin. ~
In den letzten 10 Jahren hat sich SEO evolutioniert. Unter dem Begriff Search Enginge Optimization wird heute mehr als nur die Optimierung gesehen. Die Suchmaschinenoptimierung ist heute die Basis für das gesamte Online Marketing. Was bringt die SEO Zukunft und wie können sich Full Service Agenturen darauf vorbereiten. Wo entstehen SEO Trends und SEO Nischen. Bereitgestellt von Thomas Nething http://www.traffic-werk.de

Veröffentlicht in: Internet
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Achtung: SEO EVOLUTION - so meistern Agenturen den Umschwung

  1. 1. Herausforderung: SEO EVOLUTION So meistern Agenturen den Umschwung Workshop SEOCampixx 2015
  2. 2. Steckbrief • Name: Thomas Nething • Geboren: 1979 in Reutlingen • Wohnort: Ludwigsburg • Berufung: Online Marketing • 2013 - Startup-Gründer • 2012 - Online Marketing Consultant (IHK) • 2005 - Selbständig mit Agentur TRAFFIC-WERK • 2005 - Marketingassistent • 2004 - Entwicklung eigener Suchmaschine • 2003 - Informatikkaufmann • 2000 - Erste Erfahrungen mit SEO Kurzvita: Lieblingszitat: " Speak only when your words are more beautiful than your silence" ~Imam Ali
  3. 3. Herausforderung: SEO EVOLUTION So meistern Agenturen den Umschwung Workshop SEOCampixx 2015
  4. 4. Themenübersicht 1. Was ist SEO? (heute) 2. Herausforderungen für Agenturen 3. SEO Spezialisten erkennen und finden 4. Konstellation eines SEO-Teams und Integration in Agenturprozesse 5. SEO Zukunft - neue Nischen mit hohen Potentialen
  5. 5. Definition: SEO © 2013, Eric Kubitz, Contentmanufaktur • Online Marketing = Maßnahmen um Besucher auf die eigene Website zu bekommen • SEO = konzentriert sich auf die Basis aller Online-Marketing-Maßnahmen: • = Die Website Fazit: Gutes SEO = Erfolgreiches Online Marketing De facto: SEO = Online Marketing = Online Marketing?
  6. 6. Argumente: pro SEO-Dienstleistung • Steigende Nachfragen • Themenreicher Markt • Hohes Umsatzpotential • Fester Bestandteil im Marketing Mix • Für effektive Marketing Aktionen unverzichtbar (im Online- und Offline-Business) • Gute Chancen in der Nische
  7. 7. Hürden: SEO Integration in Agentur • „Alte Hasen“ • Fehlendes Feingefühl • Vielzahl der SEO-Themen • Einstieg in SEO-Dienstleistungen • SEO-Bereiche • Profitabel / Wirtschaftlichkeit • Fachliche Kompetenz • Vertrauen ggü. Kunden • Finden von SEO Fachpersonal
  8. 8. Anforderungen: SEO Fachpersonal • Keywordanalysen und Research • Texterstellung und Optimierung • Reporting an GF und Marketingleitung • Betreuung, Beratung • Markt, Wettbewerbs- und Trendbeobachtung • Aktives Testing neuer innovativer Maßnahmen • Controlling von KPI’s sowie die Optimierung in Absprache mit Produktmanagern • Analyse und Auswertung suchmaschinenrelevanter Daten • Koordination von externen Dienstleistern • Auf- und Ausbau von Universal Search Ranking • Entwicklung und Umsetzung hochwertiger Linkstrategien • Fähigkeit zur gezielten SEO Analyse bestehender Websites • Strategische Erarbeitung sowie aktive Steuerung der SEO Maßnahmen (Onpage, Technik Offpage) • Planung, Umsetzung und Betreuung von SEA Kampagnen • Wettbewerbsanalysen Onpage sowie auch Offpage
  9. 9. Beispiele: SEO Stellenaus- schreibung
  10. 10. Finden von SEO Spezialisten • Merkmale 1. Eigene Projekte 2. Langjährige Erfahrungen 3. Unterschiedliche Branchenkenntnisse 4. Fortlaufende Testings 5. Weiterbildung (SEO Konferenzen) 6. Verfügt über gutes Netzwerk 7. Weitere? • Anlaufstellen 1. Xing oder LinkedIn 2. T3n 3. Internetworld 4. Website Boosting 5. Deutsche-startups.de 6. Seo-united.de 7. Seojobboerse.de 8. Abakus-internet-marketing.de 9. Weitere?
  11. 11. SEO-Team (best case) Agentur-TeamHead of Marketing Head of SEO Analyst Onpage Manager Content Manager Austausch User Signale URL Mapping Braucht Input von Projektmanagement Grafiker Redakteure , Texter Entwickler PR & Strategie <- Zusammenspiel -> Benötigte Ressourcen AustauschAustausch Planung, Konzeption, Austausch, Zielsetzung ©Bsp. Avengers: Kevin Indig
  12. 12. Kriterien zur Wahl einer SEO Agentur
  13. 13. SEO Zukunft: Klasse statt Masse • Konzentration auf eine Nische • Gut ausgearbeitetes Konzept • Kompetentes SEO Team • Qualität Prio 1 • Prozesse optimieren
  14. 14. Trends: National
  15. 15. http://www.webdam.com/2014-marketing-statistics-infographic/ Trends: USA 1. Verdoppelung des Budgets für Social Media 2. 50% verfügen über Content Marketing Strategie 3. 72% planen eine Erhöhung des PPC Budgets
  16. 16. Trends: SEO • Suchmaschine wird zur Antwortmaschine • Lokales SEO wird wichtiger denn je • Branchenverzeichnisse werden wichtige Traffic-Quellen • Mobile- überholt Desktop • Messbarkeit • Internationalisierung • Beraterbedarf Content Marketing Local SEO Directory Management / Online PR Mobile SEO SEO Strategie, Analysen, Reporting International SEO SEO Consulting / Coaching Weitere? Agentur: SEO-Nischen
  17. 17. SEO Nischen-trends content seo local seo mobile seo international seo onpage seo
  18. 18. Kernbereiche: Weitere Spezialisierungen • Spezialisierung auf Marketingdisziplin mit SEO Dienstleistung Beispiele: 1. Brandbuilding und Content Marketing 2. Online PR, Pressearbeit und Social Media Marketing 3. Kommunikationspolitik und SEO Consulting • Spezialisierung auf Branche oder Warengruppe Beispiele: 1. SEO für Spielzeuge 2. SEO für Pharma 3. SEO für Werkzeuge
  19. 19. • Vielen Dank! • Noch Fragen?

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