Web VisibilityEURAXESS 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?

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.

EURAXESS offers me all the support to find the right research talent, and support services for the recruitment .

Research talent should be stimulated to stay in, or come to, Europe

•Engaging•Progressive•Maternal•Inspiring

WE TAKE CARE OF

RESEARCH TALENT

BenefitsPe

rson

ality

& V

alue

s

The 3 Web Visibility Pillars

Direct

visitsSearch Engines

Social Networks

How it worksDIRECT VISITS

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)

How it worksSEARCH ENGINES

Search engines websites as• Google• Yahoo• Bing• Etc.

Search engines at a glanceSEARCH ENGINES

How search engine’s algorithm works

Page factor Off the page factor

LocationKeywords that appear, in the title, or near the top of the page, are deemed more relevant

FrequencyKeywords with a higher frequency in the page are deemed more relevant

Link analysisBy 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“

Clickthrough measurementThe 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 Optimizationoptimize your pages for search engines

3. Search Engine Marketingpromote your web site by Pay-Per-Click advertising

4. Social networksShare your contents by social networks

SEARCH ENGINES

Search Engine Optimization

1. Semantic HTML properly

2. Keywords in a meaningful way

SEARCH ENGINES

Do’sDont’s

1.Spam technique2.Unreliable hosts3.Frames and redirects4.Orphan pages5.Deep linking6.Duplicate of existing

content7.Very large pages

Search Engine Marketing

Promote your web site by pay-per-click advertising services, i.e. Google AdWords, Yahoo! Sponsored Search, Microsoft adCenter, etc.

SEARCH ENGINES

How it worksSOCIAL NETWORKS

Social network websites as

Cycle of Social & SEO

Create & promote optimized content

& assets

Content is noticed, shared & voted on. Grows

awareness

Increased exposure attracts more subscribers,

fans, friends, followers & links

Increased links & social exposure grow search & referral traffic

SOCIAL NETWORKS

Create & promote optimized content & assetsSOCIAL 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

SOCIAL NETWORKS