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Web Visibility
EURAXESS National Portal
Administrators’ Meeting
Tallinn, 16th May 2011
Understand your audience –
Strategic Approach
What do you want to achieve and
how are you going to achieve it?
 COMPANY: What does your client want, really?
 CATEGORY: How should we define or frame the
category
 COMPETITION: What are your competitors’ strategies
and positioning?
 CONSUMER: Who are the most attractive prospects,
and what do they want or need?
 CHANNELS: What’s the selling environment like?
Research talent should be
stimulated to stay in, or
come to, Europe
•Engaging
•Progressive
•Maternal
•Inspiring
WE TAKE
CARE OF
RESEARCH
TALENT
EURAXESS offers me all
the support to find the
right research talent, and
support services for the
recruitment .
Benefits
Personality & Values
Brand key vision ( the DNA of the EURAXESS brand)
EURAXESS needs to emotionally engage...
Instead of
giving rational reasons why EURAXESS has the right services
offering,
you need to
l emotionally engage with your target audience.
The 3 Web Visibility Pillars
Direct
visits
Search
Engines
Social
Networks
DIRECT VISITS
How it works
Traditional Corporate communication as
• Corporate identity
• Advertising
• Public relations
• Etc.
Traditional Tools
• Development of a customised mailing campaign to either HR
departments or managers directly
• Arrange meetings with HR departments in the private-sector
• Understand their issues and needs
• Prepare customised presentation
• printed advertising
• Advertorials
• Media relations (interviews)
• EVENTS (Vital tool to promote EURAXESS and disseminate
information on the initiative)
SEARCH ENGINES
How it works
Search engines websites as
• Google
• Yahoo
• Bing
• Etc.
SEARCH ENGINES
Search engines at a glance
SEARCH ENGINES
How search engine’s algorithm works
Page factor
Off the page factor
Location
Keywords that appear, in the title,
or near the top of the page, are
deemed more relevant
Link analysis
By analyzing how the page links to
other pages in the Web, the search
engine determines:
• what a page is about
• if that page is deemed to be
"important“
Frequency
Keywords with a higher frequency
in the page are deemed more
relevant
Clickthrough measurement
The search engine rewards the most
clicked pages with higher position
SEARCH ENGINES
What you cannot do
1. There are no shortcuts to a better rank on search engines
2. If your pages are not relevant to the users needs, they cannot
appear at the top of the search result
SEARCH ENGINES
The dark side of SEO
Black hat: SEO techniques that try to manipulate search engine
results.
Black hat SEO attempts to improve rankings in ways that are
disapproved by the search engines, or involve deception. Search
engines may penalize sites they discover using black hat methods,
either by reducing their rankings or eliminating their listings from their
databases altogether.
Black hats tend to produce results in the short-term.
SEARCH ENGINES
4 Keys to success on search engines
1.
Create original and useful content
2.
Search Engine Optimization
optimize your pages for search engines
3.
Search Engine Marketing
promote your web site by Pay-Per-Click advertising
4.
Social networks
Share your contents by social networks
SEARCH ENGINES
Search Engine Optimization
Dont’s
Do’s
1. Spam technique
2. Unreliable hosts
3. Frames and redirects
4. Orphan pages
5. Deep linking
6. Duplicate of existing
content
7. Very large pages
1. Semantic HTML
properly
2. Keywords in a
meaningful way
SEARCH ENGINES
Search Engine Marketing
Promote your web
site by pay-per-click
advertising services,
i.e. Google AdWords,
Yahoo! Sponsored
Search, Microsoft
adCenter, etc.
SOCIAL NETWORKS
How it works
Social network websites as
SOCIAL NETWORKS
Cycle of Social & SEO
Increased links &
social exposure
grow search &
referral traffic
Create & promote
optimized content
& assets
Increased
exposure attracts
more subscribers,
fans, friends,
followers & links
Content is
noticed, shared &
voted on. Grows
awareness
SOCIAL NETWORKS
Create & promote optimized content & assets
SOCIAL NETWORKS
Content is noticed, shared & voted on. Grows
awareness
SOCIAL NETWORKS
Increased exposure attracts more subscribers,
fans, friends, followers & links
SOCIAL NETWORKS
Increased links & social exposure grow search
& referral traffic