Browsing articles tagged with "seo-example - Online Marketing Solutions From Luxembourg"

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.

SEO Example from Real Life: How being on top of search engines can make you leader in your offline business

Dec 2, 2009   //   by Jens Buch   //   Real-Life Examples  //  1 Comment

As Luxair was playing crazy again with their prices, I decided to catch the train from Luxembourg to Frankfurt at 42€ rather than catching the Luxair flight at 330€. I will not get too much into that now… I will write a separate post on Luxair and their retarded pricing policies another time. Right now I want to share my hotel experience in the Frankfurt Airport area.

As all I need is a clean place to sleep before I catch my morning flight to San Francisco, I google’d ‘preiswert frankfurt airport hotel’. I google in German, as an English search will just give me the large portals and hotel chains that are either over priced or leaves me browsing hotel portals for ages. I find ‘Motel-One’ as the first organic result.

SERP-frankfurt-airport-hotel

When clicking through, I get a nice clean website that tells me what I want to know and doesn’t over-inform me with all kinds of irrelevant crap. So perfect, this is what I need – I go ahead and reserve my room without entering information that is none of their business anyway (such as what flight I will be taking from the airport etc).

motel-one-website

At the airport, a shuttle bus picks me up (free of charge) to take me to the hotel. It is a 10 minute drive that takes me to an ‘office village’ close to frankfurt airport. I can’t help but see lots (and I mean lots) of ‘to let’ banners on the office buildings in the area. Definitely not much activity going on here…The shuttle bus drops me off just outside the ‘Motel One’. Across the street is a similar hotel called ‘B&B Hotel’. Same size, same concept, same ‘49€ per night’ advertising outside. The only difference: all the lights are off on the floors of the B&B Hotel. In short – the hotel is empty. Motel One on the other hand has lights in the rooms on all 6 floors and there are people in the lobby. I enter with the feeling that I made a good choice…

Being the internet geek that I am, it is very important for me to have internet access. The friendly staff at reception informs me that there is free internet in the lobby, and at 12€ for 24 hours (or 4€ per individual hour) I can have wireless access in my room. I of course take the flat rate option. 12€ is a lot of money to access the internet for 24 hours, but compared to other European hotels, this is a fair price. When I go outside to smoke, I notice that there are many people in the lobby on their laptops benefiting from the free internet access there. Each of them are having a drink and some even a sandwich as well.

So now to the conclusion. In my eyes this experience is a very strong illustration of the power of good online marketing. We have a hotel in an area that expected lots of business from nearby office buildings. As the offices are all unoccupied, the hotels will not get any business from there. The B&B Hotel is suffering from this, while Motel One has invested in Search Engine Optimization that brings them business because they are on the first page of google results for good generic search phrases. It doesn’t stop here! Because Motel-One’s customers find the hotel via the internet, chances are quite high that these are people who spend their time online. The hotel understands this, and give people two options. Either have internet in your room and pay for it, or come to the lobby and use it for free. The hotel then banks on people buying drinks and/or food when they are using the internet in the lobby. So not only does Motel One have more customers than its competitor – they are also generating additional income by providing internet access and/or food & drinks. Great work Motel One – back to the drawing board B&B Hotel.
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