drivers Lifting the Lid on Search Marketing
~ how it works; what you can do ~
Note: This presentation was created for the 2009 Travel Distribution Summit
held in Singapore on April 2, 2009
what is search marketing ?
tools The term search marketing encompasses a range
of activities, from classic search engine
optimization, to management of pay-per-click
(PPC) services, to use of Web 2.0 techniques to
promote your site and make it more visible to
key factors to consider
tools The domain name
execution Relevant Inbound links
tracking Content of URLs
Amount of content
Internal link density
The age of your domain
Consistency of your search marketing efforts -
inconsistent efforts under-perform
formulate reasonable goals
planning Yes, I know, we all want to be #1 on Google…
execution Remember that Google rankings are only a
tracking means to an end – the goal is an increase in
relevant traffic. You don't have to be on page one
of Google to achieve this goal (though it does
Keep this in mind as it will shape your
implementation and your tracking -- and without it,
you are likely to waste your efforts.
conduct an SEO audit
planning What to consider:
execution Identify areas of opportunity (keyphrases with
tracking more traffic and less competition)
Where you rank now, relative to your key words
# of inbound links
# of pages indexed
Who currently dominates your chosen keywords
Their inbound links & pages indexed
Compare your metadata to theirs
Conduct content audit to assess suitability for
optimization for your keywords
Decide which pages to optimize
don't forget the long tail
tools The longer the keyword combination, the less
competition, AND the higher the conversion rate!
tracking Generic keyphrases are highly competitive and
require long term commitment (or PPC).
The long tail is often the point of least
online tools & resources
tools Google Webmaster account
execution Yahoo! Site Explorer
tracking MSN's Webmaster Center
Page Rank finder (of your choice)
The search engines themselves
Your PPC reports
Your web analytics reports
Google AdWords blog
Search Engine Watch
Make your site search friendly
planning This is classic “SEO” -- the process of
tools optimizing a site for the search engines.
execution It is necessary!
tracking One of the few areas where you really need an
Search engine friendly URLs (SEF)
internal link density and link text
The place of metadata
tools Metadata isn’t dead (though it is less important)
execution It should not be ignored
tracking Key field => Description
Key field => Keywords
Key field => Robots
Many optional fields here
Make your site search friendly - extras
tools Use a site map
execution Implement effective handling of 404s
tracking Enforcement (and use) of consistent URL
formulation (www or not www)
Tags (taxonomy) : can have a positive affect on
internal link density
Internal links – use title attribute and use link
now you are ready to register!
tools You must manually register on the key engines
execution Automated software has a limited and
tracking secondary role
Create & maintain XML site maps
Set up Google Webmaster Tools account
Set up Yahoo! Site Explorer account
Set up an MSN Webmaster Center account
Don’t be afraid to re-register if the site does not
show up in a reasonable period of time – but don't
tools Hit the key directories - Yahoo!, DMOZ, any
niche market directories
tracking Look at your competitors’ links pages
The key: Relevant, high ranking sites
Build links to your key pages -- not just the
Use keyword-specific link text
Investigate services like Link Metro
Are you willing to buy links?
This takes massive amounts of time.
increase the number of pages indexed
tools Create internal links
execution Maintain a site map on your site
tracking Keep those URLs friendly!
Keep XML site map updated
Consider using quot;spider foodquot;
the role of PPC
tools When you absolutely, positively have to be on
execution Page One -- today!
tracking Both Yahoo! and Google have programs worth
Google = no set up fees, daily budgets with no
Yahoo! = small set up fee + prepaid deposit
charged against daily
Google has better syndication and site targeting
PPC does not directly impact your search position
tools Digg & Newsvine can fast-track listing
execution StumbleUpon – can drive traffic
tracking Exploit the increasing number of social
Establish a presence on relevant niche
Don't forget Wikipedia.
Content creation for Web 2.0 sites worthwhile –
This is the New PR.
Get bookmarking tools on your site
Is your site suitable for a widget?
If you have suitable content, offer RSS feeds
SEO 2.0 - Participating in Community
tools Seek out community sites frequented by your
tracking Create a place to interact with them.
A Small World
other niche sites suitable to your offering
SEO 2.0 – Does it Work?
Consider These Two Examples…
Initiated the ‘I Love Bali Villas’ group for client in Dec 07
Today, over 1,600 members
Set up account for client's brand
Contributed postings, photos, forum advice
Now client's #1 non-search engine referrer
SEO 2.0 – What about Twitter?
Love it or hate it, but don't ignore it.
tracking Your Twitter profile will be indexed.
It's useful for tracking market sentiment
towards your brand and for identifying trends.
special SEO considerations
tools Site rebuilds
execution must plan and manage migration!
I.D. key indexed pages
put 301 re-directs on them
In the sandbox…
nothing to do but wait
can petition for re-indexing
get your Google Webmaster account set up
you have to track!
tools Where do you stand now? If you don't know,
that is the first issue to address. You must have
some baseline / context to evaluate efforts.
Ask: What’s working?
Ask: What needs more attention?
Feedback the knowledge into your efforts.
Google Analytics is a great choice and the price
Programs like Advanced Web Ranking are also
Check those PPC reports
Check your Google Webmaster account
managing your SEO team
tools Be suspicious of people who promise specific
tracking Negotiate performance-based contracts, where
Budget for ongoing maintenance activities.
Get your SEO in order before launching a
Don’t allow Black Hat methods!
Thank you for your time.