1. Ingenieur- und Marketing-Lösungen Guideline for the development of a Search Engine optimized and user Friendly Internet presentation, with consideration of human behaviour and technical aspects 31.10.2015© 2010 SAGO-Tec GmbH Seite 1 Oliver Schnell, 2015717

2. Ingenieur- und Marketing-Lösungen Summary Introduction Problem Definition Guideline Research Results Summary Introduction Problem Definition Guideline Research Results 31.10.2015© 2010 SAGO-Tec GmbH2

3. Ingenieur- und Marketing-Lösungen SEO vs. WU – SEO (Search Engine Optimization) ist a set of methods to improve a Website‘s ranking on a search engine. – Website Usability is a quality attribute relating to how easy a website is to use. Summary Introduction Problem Definition Guideline Research Results 31.10.2015© 2010 SAGO-Tec GmbH3

4. Ingenieur- und Marketing-Lösungen Guideline for the development of a Search Engine optimized and user friendly Internet presentation, with consideration of human behaviour and technical aspects Summary Introduction Problem Definition Guideline Research Results 31.10.2015© 2010 SAGO-Tec GmbH4 Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text Link Link Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text LinkLink Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text Link Link Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text LinkLink Text

5. Ingenieur- und Marketing-Lösungen Summary Introduction Problem Definition Guideline Research Results 31.10.2015© 2010 SAGO-Tec GmbH5 The online marketing strategy must not stand alone. It has to be integrated part of the whole strategy and adopt its goals, design and content.

6. Ingenieur- und Marketing-Lösungen Summary Introduction Problem Definition Guideline Research Results 31.10.2015© 2010 SAGO-Tec GmbH6 The Domain name has to be – Unique (even in other countries) – Available

7. Ingenieur- und Marketing-Lösungen Summary Introduction Problem Definition Guideline Research Results 31.10.2015© 2010 SAGO-Tec GmbH7 Landing Pages for different target groups of the website

8. Ingenieur- und Marketing-Lösungen Summary Introduction Problem Definition Guideline Research Results 31.10.2015© 2010 SAGO-Tec GmbH8 Images and other, visual content should be used – Text must not be substituted! Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text Link Link Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text LinkLink Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text Link Link Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text Link Text Text Link Text Link Text Text Text LinkLink Text

9. Ingenieur- und Marketing-Lösungen Summary Introduction Problem Definition Guideline Research Results 31.10.2015© 2010 SAGO-Tec GmbH9 Do not make the user scroll – The averaged minimum resolution of monitors is currently 1024x768. – By using this resolution the visitor should see the whole content of the website.

10. Ingenieur- und Marketing-Lösungen A search function has to provide suitable results – It is better to use no search function than a „bad one“! Summary Introduction Problem Definition Guideline Research Results 31.10.2015© 2010 SAGO-Tec GmbH10

11. Ingenieur- und Marketing-Lösungen No experiements with the site structure – Standards have to be met: Summary Introduction Problem Definition Guideline Research Results 31.10.2015© 2010 SAGO-Tec GmbH11

12. Ingenieur- und Marketing-Lösungen Summary Introduction Problem Definition Guideline Research Results 31.10.2015© 2010 SAGO-Tec GmbH12

13. Ingenieur- und Marketing-Lösungen Summary Introduction Problem Definition Guideline Research Results 31.10.2015© 2010 SAGO-Tec GmbH13

14. Ingenieur- und Marketing-Lösungen Do not use any design elements! – Except it Simplifies the user‘s task(s) or Adds value to the user Summary Introduction Problem Definition Guideline Research Results 31.10.2015© 2010 SAGO-Tec GmbH14

15. Ingenieur- und Marketing-Lösungen SEO Results Summary Introduction Problem Definition Guideline Research Results 31.10.2015© 2010 SAGO-Tec GmbH15

16. Ingenieur- und Marketing-Lösungen SEO Results Summary Introduction Problem Definition Guideline Research Results 31.10.2015© 2010 SAGO-Tec GmbH16 Shutdown of www.fastconsulting.de &www.fastconsulting.de Restart www.sago-tec.dewww.sago-tec.de Major Re-Design at the start of the research

17. Ingenieur- und Marketing-Lösungen Survey – 93 answers – 35 completed questionnaires – One deleted entity 63% male Duration: One Week Summary Introduction Problem Definition Guideline Research Results 31.10.2015© 2010 SAGO-Tec GmbH17

18. Ingenieur- und Marketing-Lösungen Survey Demography Summary Introduction Problem Definition Guideline Research Results 31.10.2015© 2010 SAGO-Tec GmbH18

19. Ingenieur- und Marketing-Lösungen Results – SEO Increased PageRank! Unexpected Search Strings Increasing visitors – Mostly B2B-Visitors – Good Usability Results Still improvement possible Technical and Structural Limitations Summary Introduction Problem Definition Guideline Research Results 31.10.2015© 2010 SAGO-Tec GmbH19

20. Ingenieur- und Marketing-Lösungen Summary Introduction Problem Definition Guideline Research Results 31.10.2015© 2010 SAGO-Tec GmbH20