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Synlighet Synlighet SEO Synlighet ––– Trafikk --- Konverteringer Hvordan gå frem for å sikre en førsteside rangering i Google på dine viktige søkeord og optimalisere trafikken til sidene dine? Skrevet av: Utgitt av: Revisjon: Kjetil Sander eStudie.no 1.2 (Okt. 2016) Søkemotoroptimalisering Skrevet av: Kjetil Sander © 2016 Forord Denne e-boken er skrevet for dem som ønsker å lære hvordan de kan gå frem for å få en førsteside plassering i Google på søkeord som det er viktig for nettstedet å bli funnet på i Google søk. Samt hvordan du skal gå frem for å optimalisere trafikken til ditt nettsted ved hjelp av disse søkeresultatene. E-boken er skrevet av OnNet AS sin daglige leder og ansvarlig redaktør i eStudie.no, Kjetil Sander. E-boken kan gratis lastes ned og benyttes av alle OnNet AS sine kunder. Andre kan kjøpe e-boken og lese artikkelserien ved å besøke http://eStudie.no . Skrevet av: Kjetil Sander Side 2 av 177 Kopiering ikke tillatt! Søkemotoroptimalisering Skrevet av: Kjetil Sander © 2016 Innhold Forord..........................................................................................................................2 Innhold........................................................................................................................3 SEO (Søkemotoroptimalisering) ..............................................................................10 Defisjon av "søkemotoroptimalisering (SEO)".....................................................10 Hva er SEM, og hva er forskjellem mellom SEO og SEM?................................... 11 Hvor finner jeg SEM annonsene? ..................................................................... 11 Hva er mest effektivt SEO eller SEM?...............................................................12 Hva er en søkemotor og hvordan virker de?.........................................................13 Hva er en søkemotor?........................................................................................13 Hvor får søkemotorene sin informasjon fra?.................................................... 15 Hva er en "søkerobot", "spider" og "edderkopp"? ............................................ 15 Hva registrerer søkemotorene?.........................................................................15 Hvorfor bruke tid på SEO?....................................................................................16 Kun en 1 side plassering i Google har verdi!......................................................... 17 Hvorfor må du gjøre SEO-arbeidet 100% og ikke bare halvveis? ....................18 Hvordan sette VERDI på søkemotoroptimalisering?...........................................19 Hva er meta-verdiene en førstesideplassering i Google gir verdt?...................19 Hva er verdien av den sosiale spredningsprosessen?...................................... 20 Søkemotoroptimalisering er en INVESTERING - ingen kostnad!.................. 20 Hva er en forbedring fra nr. 5 til nr. 1 i Google`s SERP verdt?....................... 22 Hva vektlegger Google når de skal rangere siden din? ........................................... 23 Litt historikk ..................................................................................................... 23 Hva legger Google vekt på når de skal rangere siden din? .............................. 23 Tillit................................................................................................................... 24 Popularitet .........................................................................................................25 Relevans............................................................................................................ 26 Originalitet.........................................................................................................27 Brukeropplevelse.............................................................................................. 28 SEO-prosessen ......................................................................................................... 30 Sett opp klare SEO mål og gjennomfør jevnlige aviksanalyser............................33 Hvilke SEO mål trenger du?............................................................................. 34 Mål nr. 1 - Førstesideplassering i Google sitt organiske søkeresultat ............. 34 Mål nr. 2 - Høyest mulig "CliCk rate" i Google sitt organiske søkeresultat...... 34 Mål nr. 3 - Høyest mulig "konverteringsgrad" fra de som besøker nettsiden..35 Hva er en avviksanalyse ................................................................................... 36 Konvertering..................................................................................................... 36 Gjennomsnittlig konverteringsverdi/størrelse på handlekurv........................ 36 Task Completion - ServiCegrad .........................................................................37 Unike besøkende - Unique visitors ...................................................................37 Besøkshyppighet - Visitor frequenCy ................................................................37 Besøkstid - Average time for a visitor session...................................................37 Trafikkilder - TraffiC sourCes............................................................................ 38 Geografisk fordeling av besøk .......................................................................... 38 Forlatte handlekurver - shopping Cart abandonment rate.............................. 38 View to PurChase - Hvor mange ganger må brukerne se på varen før de handler.............................................................................................................. 39 Hvordan bruke måleparametrene?.................................................................. 39 Skrevet av: Kjetil Sander Side 3 av 177 Kopiering ikke tillatt! Søkemotoroptimalisering Skrevet av: Kjetil Sander © 2016 Metode for å finne de gode måleparametre..................................................... 40 Velg riktig topp-domene og inkluder ditt viktigste søkeord i domenenavnet .... 42 Valg av topp-domene........................................................................................ 43 IDN tegn ........................................................................................................... 44 Eier.....................................................................................................................45 Alder og "sandbox" ............................................................................................45 Registrerings lengde..........................................................................................45 Dmoz DireCtory Listing .................................................................................... 46 Navnetjenere (DNS) ......................................................................................... 46 301-redireCt fra 2 ulike C-klasser..................................................................... 48 Antall dns- og sonefil endringer....................................................................... 48 Indeksering av domene i søkemotorene (Google, Yahoo! og Bing) .................... 49 Er domene indeksert? ...................................................................................... 49 Hva gjør jeg hvis domene IKKE er indeksert?................................................. 49 Reindekser alle manglende sider ..................................................................... 50 Hvordan få Google til å indeksere mitt domene raskere? ............................... 50 Tips for rask indeksering av nye domener........................................................ 51 Bruk 80% av tiden på å finne dine nøkkelord!.....................................................52 Hvilke søkeord og søkeuttrykk (ordkombinasjoner) bør velges som søkeord? ...........................................................................................................................52 Hvordan finne mine søkeord og søkeuttrykk (ordkombinasjoner)?................53 Sorter søkeordene alfabetisk.............................................................................53 Søketrender - populære søkeord og søkeuttrykk..............................................53 Styr unna teknisk beskrivende ord, faguttrykk og fremmedord ......................54 Styr unna generelle og intetsigende ord ...........................................................54 Styr unna enkelt ord som søkeord ....................................................................54 Firmanavn, merkevarer og underleverandører som søkeord...........................54 Konsept og virksomhetsfelt som søkeord .........................................................55 CASE-SENSITIVITY..........................................................................................55 Feilskrift er lurt! ................................................................................................55 Styr unna "STOP" ord........................................................................................55 Hvordan velge mine nøkkelord? .......................................................................55 Hvor mange søkeord kan jeg velge i min søkeord strategi? .............................57 Lag aldri siden først, forderetter å plukke ut sidens søkeord!..........................57 Velg landingside til nettstedets søkeord...............................................................57 Hva hvis jeg ikke har nettsider i dag? .............................................................
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