Browsing articles in "SEOkomm"

Marco Janck On Linkbuilding

Nov 25, 2011   //   by Jens Buch   //   SEOkomm  //  No Comments

Marco JanckMarco Janck from Sumago held the session with the title “Von Landminen, Lenkwaffen oder Problemen der modernen Linkführung”.

The (shall we say interesting) layout of the slides and the heading of this session was in warfare mode. That is not how Marco comes across at all. The session was very straight up and delivered from the heart. Marco gave a fair amount of advice on simple ways to make more of your links. When he asked how many in the room owns more than 10 domains, many hands went up – yet many own domains that just sit there an do nothing. Often these domains are rather old and if they would be used, they could generate good links.

More than just off-page SEO

Many people only focus on off-page SEO – links, links, link… “Where can I get links from?”. If you look at on-page items, there are many things that can be done. Especially in the internal linking structures. Are they making sense? If not, rework them.

Link prices generally range between 50 and 1500 EUR – that is when the bullshit radar should be switched on. Many people sell a lot of non-sense and it is up to you to realize what is good and what is not. Question the ‘link packages’ that people try and sell you.

There is also the very boring task of link management, it is important to keep and eye on the links you have worked for to get.

Networking with real people is key. It takes much time and effort to build and maintain your networks of people with whom you do SEO-related work.

All in all, this session was giving the message that if you want to do SEO, you need to use common sense and make sure your bullshit radar is on…one of these presentations that must be seen live, that you cannot just read the transcript from.

Case Study: Karriere.at

Nov 25, 2011   //   by Jens Buch   //   SEOkomm  //  No Comments

Karriere.at LogoKlaus Hofbauer is head of SEO at karriere.at. He talked about how the site increased their traffic by 200% over the last year (with 120% of them being from SEO).

Before we get staeted, let’s just look at some numbers related to karriere.at:

  • 450k visitors per month
  • 8200 jobs
  • 1400 clients
  • 36k CVs

The site uses paid traffic generation from sources such as PPC, Job-Aggregators, TV, Radio, Offline Display Networks and Other Partner Networks. The unpaid traffic sources are SEO and Email Job-Alerts (which is heavily promoted via a pop-up when visiting the site.

Unpaid traffic makes out 55% of the site’s traffic which is also why the SEO department within the organization is divided into three parts:

  • Inhouse SEO
  • Marketing department for linkbuilding, PR, blog content etc
  • IT Team for the technical stuff

Google Indexing

Landing Pages & Sitemaps

At present, the site has about 1 million pages in its own landing page index. That is why they are first checked for duplicate content before submitted to google via the sitemap. Furthermore, they use tools such as google analytics and google webmaster tool to avoid duplicate content. Often the Rel=Canonical tag is the helper as well.

Site Speed

Site speed is really important for the site as it increases the crawl rate and thereby also the freshness. By reducing the use of javascript and css, the user experience has improved and the organization have seen that this has lead to better ranking.

Linkbuilding

  • Manual
  • Organic
  • Big Scale

Note: This slide was really good – you should ask the guys from karriere.at for this slide until I get the link to it here.

Panda

Through panda, they reduced the number of the sites in the sitemap by nearly 50% – as a result they were not hurt by panda. Actually, panda helped them grow their traffic

Measuring & Reporting

A rather large 70 page monthly report is created in which everything is monitored. This includes reports from tools such as: GWT & GA (main ones), OVI, SEOmoz, Majestic, Linkresearchtool.

The ROI on the SEO efforts

Over the last year, traffic went from 150k to 330k visitors. 40-60k of this increase is explained through ‘natural increase’ due to the job market situation. If they had to go out and buy this traffic via PPC (at 0.17EUR CPC), the costs would have been 20k-23k Euros. Via SEO, they have spent 12k-14k. So the savings are good and makes perfect sense for the organization.

According to Klaus Hofbauer, the key to success here is the fact that everyone in the company is involved in SEO. Everyone understand the way they can contribute and they understand the impact.