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Enhancing visibility:Search Engine Optimization
Website promotion workshop> Tourism sector
January 2012:: Joost van der Kooij
:: Alfons van Duijvenbode
SEO
• What is SEO• SEO success factors• Examples• Assignments
Agenda
Search Engine Marketing
“… A form of internet
marketing that seeks to promote websites by increasing visibility in search engine result pages (SERPs)
SEM methods include• SEO• Paid listings (Adwords)
Source: Forrester, 2011
“Natural search brings 61% of website visitors”
Search Engine Optimization (SEO)
“ … process of designing and
improving a website so it ranks high in search engine results when someone who doesn’t know your business searches for the services or products you offer …
SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
Domain name and SEF URLs
• Keywords in the domain name• Possible to redirect multiple domain
names to 1 site• Check availability of domain names
• e.g. www.eurodns.com
Domain name …. and SEF URLs
Domain name …. and SEF URLs
non SEF URL …
Availability of domain names
Assignment 4a Domain names
SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
Meta tags• Title tag
• Company name + most important keywords
• Optimize for max 70 characters
• For every page …
• Visible (Top of browser and SERP)
• Description tag• Sentences with most important keywords
• Optimize for max 160 characters
• Trigger for users to click
• For every page …
• Visible (in SERP) and bold when the keywords match a user’s query…
Keyword tag---------------------Not relevant anymore
Example
Meta tags
Title Tag
Description Tag
Trigger to click!
Meta tags
Title Tag
Description Tag
Trigger to click!
SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
Add url / submit to Google
• Add new domain / url to Google:• http://www.google.com/addurl/• Also country specific Google databases• Same goes for XML sitemap• Tip: use Google Webmaster Tools
Assignment 4b Meta Tags and submit to Google
SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
Google Maps business listing – ‘places’
Google Maps business listing – ‘places’
Google Maps business listing – ‘places’
Assignment 4c Google Maps
SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
Headers and keyword rich content
• Headers (H1) get bigger weight in the ranking…. Include keywords
• Fill your content with keywords• Be creative and think of derivates and synonyms of popular
keywords• Brainstorm keywords based on your core offerings• For core offerings: do not only focus on your main activity (e.g.
accommodation) but also your services (e.g. snorkeling tour)• Helpful tool for keyword research:
• https://adwords.google.com/select/KeywordToolExternal
Keyword rich content
Related services
Tool for keyword searchhttps://adwords.google.com/select/KeywordToolExternal
Tool for keyword searchhttps://adwords.google.com/select/KeywordToolExternal
Assignment 4d Keywords
SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
Link structure
• Navigation bar on all pages essential for users and search engines – to index your pages
• Include hyperlinks in the content to indicate relevance to both users and search engines
• Name hyperlinks effectively: Keywords in the hyperlink text!
• ‘Click here’ informs the search engine that the topic of the page is ‘click here’ ….
Link structure
Submenu
Mega menu
Assignment 4e
Identify relevant links that you plan to use in your navigation menu or content
SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
Alt tags
Note:Picture title and description are equally important for SEO
SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
XML site map
• A list of all the pages on your website• Dynamically generated • Helps Google to know about all the pages on your website
XML file: • Include every page of your website • Use protocol / code of www.sitemaps.org• Use Google Webmaster Tools to submit
More information• http://www.google.com/support/webmasters/bin/
answer.py?hl=en&answer=156184
SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
DMOZ
SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
Trip advisor, travel directories, blogs
“ … 33% of leisure
travelers changed their hotels based on what they read on blogs or other travel related community sites (Forrester Research)
Examples of tourism specific directories: Adventure.Travel - http://www.adventure.travel
(for members of the Adventure Travel Trade Association)
EcoTour Directory - http://www.ecotourdirectory.com (eco tourism)
TouristClick.com - http://www.touristclick.com (travel directory)
Travel Quest - http://www.travel-quest.co.uk (UK travel directory, focused on specialist and adventure holidays)
Travel Library - http://www.travel-library.com (travel directory)
Yahoo Travel - http://travel.yahoo.com(travel guides about destinations, travel plans, shows paid links by keywords and provides the option to compare rates with its ‘FareChase’)
YouGoDo! - http://www.yougodo.com (collects tours and activities)
Linking / Directories
Centre for the Promotion of Imports from developing countries | March, 2011
45
SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
Link to high ranking sites
Assignment 4F
Identify portals / directories that you want to submit your site to.
SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
301 RedirectInclude a 301 redirect to avoid duplicate content (which causes problems to search engines)
1 www versus non-wwwwhttp://yourdomain.com redirect to http://www.yourdomain.com
Example: Adventureshop
2 Extra domain names with your serviceExample: ecolodgesgalapagos.com surtrektours.com.ecAdventuretoursecuador sierraviajes.com.ec
301 Redirect
301 Redirect
SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
Page rank and Link popularity
Page rank and Link popularity
Link popularity
Evaluate your SEO
> SEO rank checker
Example: www.mikes-marketing-tools.com/ranking-reports/
SEO rank checker
And finally ….
Don’t forget to forget about
Flash
Don’t use frames
show
show
Flash
Frames
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