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SEO - Online Travel Industry Search & Social Trends in the Middle East

SEO - Online Travel Industry Search & Social Trends in the Middle East



Search engine trends in the online travel industry in the Middle East. Providing key insights and data into Middle East Search ( SEO ) and Social Optimisation trends in the region. Presented at the ...

Search engine trends in the online travel industry in the Middle East. Providing key insights and data into Middle East Search ( SEO ) and Social Optimisation trends in the region. Presented at the GIBTM, The Gulf Incentive, Business Travel and Meeting Exhibition in Abu Dhabi 2012, this presentation provides some useful tips on delivering an organic Search Engine Optmisatio Strategy and how social media optimization is now playing a key role in SEO.
Sekari are a Search and Social Optimization Agency, providing SEO Dubai based services. Sekari are the leading dedicated SEO, Search Engine Optimisation agency in the region with many years of experience as Arabic SEO consultants within the Online Travel Industry.



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  • Page title – most important on page factor – shows at the top of your browser window and is what appears in the link text of organic serpsOff page and inbound links – PageRank – this is a way for Google to work out if you know what you are talking about and that your content is of high qualityThe more powerful the pages that link to you, the more your authority increases in the eyes of GoogleSo the name of the game is to get as many links as possible from as many high authority sites as possibleTo make any significant improvement in rankings, need to address off page factorsCreate content that is useful and interestingLinks that have your desired keywords in (such as the title of documents etc)

SEO - Online Travel Industry Search & Social Trends in the Middle East SEO - Online Travel Industry Search & Social Trends in the Middle East Presentation Transcript

  • To be heard you need to be found first
  • SEARCH & SOCIAL OPTIMISATION AGENCY DEDICATED – Only agency dedicated to Search & Social LOCAL - Middle East & Asia - Offices in Dubai and Singapore INTERNATIONAL REACH - global network of 15 partners around the world. Providing local NATIVE Search & Social solutions in any language for any market
  • Social & Search Setting the Scene A summary of your needs and in the Right Moving an overview of our initial response Direction© Sekari 2011
  • Internet usage in the Middle East 80% of MENA Internet users spend more than one hour each day updating their social networks The most visited website in the MENA is Facebook. Number 2 is Maktoob, Wikipedia follows. The average age of users in MENA region is 25, a young society of users.
  • Social in the Middle East YouTube video playback reached 100 million (2.5 billion is the global number). In Egypt, most searched for word was (games, written in Arabic) then Facebook then (pictures, written in Arabic) In KSA, YouTube (spelled in Arabic) was the most searched for.
  • 60% of Saudi Facebook users nowuse Facebook in Arabic84% of Facebook users in Maghrebuse Facebook French89% of UAE Facebook users useFacebook English
  • Search in the Middle East 221 Million Arabic speakers in the world Yet Arabic online content constitutes only 1% of global totals 45.9 Million Internet users search in Arabic 9 million search in Arabic outside the MENA region
  • Google searches reached 100 million (4 billion is the global number).54% of Google searches in MENA are now made in Arabic34% are in English, 8% in French70-80% of internet users search in Arabic in Egypt and Saudi Arabia.13% of Google searches in MENA now come from mobile devices (mobilesearch is growing at 200% in Saudi Arabia)Google now has local domains for 15 Arab countries (eg. google.ae) withArabic language options for the search interface and searches Source: Spot On PR Google 2011
  • Online Travel Bookings
  • Research Online & Purchase Online UK consumer have a very high propensity to research and book travel online
  • Middle East travel queries outpaced UK
  • Global interest in traveling to the Middle East
  • Mobile devices travel search queries A growing percentage of travel queries are on mobile devices.
  • What is a Search Engine?
  • What is a Search Engine Site infrastructure, Content and all the Links, or link technology and optimised keyword popularity – the organisational issues that search quantity & quality of principles engines can see links that point at Search Engine spiders your site from other crawl the web through sites links
  • Search Engine index iscreated through theinformation it hasgathered
  • Search Engine serversread the complete text ofevery document and sortthem
  • Search Engines rankthe documents in termsof relevancy to thequery
  • PageRank is a link analysis algorithm, named afterLarry Page[1] and used by the Google Internetsearch engine, that assigns a numerical weightingto each element of a hyperlinked set of documents.
  • Ranking FactorsIt’s about how fast you run
  • SEO Primary Ranking FactorsRelevancy: Authority: SocialHow close a match a given How important a web page Popularity:web page is to the term is in the eyes of Googlebeing searched upon and at the heart of the The volume and timing of Google algorithm - called brand citations, links andGoogle determines this from PageRank popularity within theelements such as the page Blogosphere, Socialtitle, page URL, body copy, Calculated based on bookmarks and Social Mediasite structure and the anchor number of inbound links platforms such as Facebook,text of inbound/outbound from other web pages and Twitter and YouTubelinks the authority of those web pages Google looks at YouTube video views, Facebook ‘likes’, Twitter users ‘followers’ and comment ‘re- tweets’ On Page Off Page Social Factors Factors Factors
  • Components of Google’s ranking algorithm
  • What is Link Building?© Sekari 2011
  • Links & Anchor Text
  • Backlink Analysis
  • Link building techniques• Directory submissions• Article Marketing• Direct Link Sourcing• Social Bookmarking & Social Media Mentions
  • BREAKING NEWS Facebook and Twitter Influence Search Rankings
  • Straight from the horse’s mouthRand Fishkin: If an article is retweeted or referencedmuch in twitter, do you count that as a signal outsideof finding any non-nofollowed links that maynaturally result from it?Google: Yes, we do us it as a signal. It is used as asignal in our organic and news rankings. We alsouse it to enhance our news universal by markinghow many people shared an article.
  • FacebookRand Fishkin: Do you track links shared withinFacebook, either through Personal walls or fanpages?Google: We treat links shared on Facebook fanpages the same as we treat tweeted links. We haveno personal wall data from Facebook.
  • Social Mediadoesnt replace traditional SEO. It is a symbiotic relationship
  • Social Media Strategy Development© Sekari 2011
  • “Social Media defines the various activities that integrate: technology, social interaction and theconstruction of words, pictures, audio and video.”
  • Social Media is about Listening and Understanding
  • When you know your neighbour you’re more likely to talk about something trivial© Sekari 2011
  • Intro to SMO Setting the Scene A summary of your needs and an overview Social Media of our initial response Optimisation© Sekari 2011
  • SMO – What is it? Social Media Optimisation – the optimisation and distribution of social objects and their ability to rise to the top of any related search query, where and when its performed.
  • Search results pages are lot a more then just a list websites Paid Search - PPC Paid Search - Organic Listings - SEO PPC News Results – Online PR Image Search - Flickr Video Results - YouTube Organic Listings - SEO
  • Using the Right Tools© Sekari 2011
  • Social Signals Document Sharing Sites Social Bookmarking Sites Website Forums Social News Sites Q&A Sites
  • How to Optimise Social Media Content© Sekari 2011
  • Keyphrase Strategy Breakdown of the Number of Words Used in Search Phrases Worldwide7 word phrases6 word phrases5 word phrases4 word phrases1 word phrases3 word phrase2 word phrases 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00%
  • YouTube Channel Optimisation • Title • Description • Tags • Number of views • Rating • Channel • “How to” videos • Embed videos
  • Naming Your Video
  • Flickr Album Optimisation • Profile name • Gallery name • Images • Description • Tags
  • Twitter Feed Optimisation • Twitter name • Bio • URL • Use keywords in tweets • Frequency of tweets
  • LinkedIn Profile Optimisation • Headline • Job Title • Summary • Make some of your profile public • Ask for & give recommendations • Use anchor text in 3 website links • Participate in groups • Participate in LinkedIn Answers
  • Facebook Fan Page Optimisation Personal Page Corporate Fan • Basic Page • Personal • Profile • Contact • Discussion • Education • Events • Work • Members • Applications • Wall • Photos • Links • Video
  • Google Search Plus Your 90 million users have signed up to Google Plus since launch World “Content recommended by friends and acquaintances is often more relevant than content from strangers.© Sekari 2011
  • Google Search Plus Your World Next evolutionary step in personalised Search Individual Search Results are greatly influenced by their circles of friends
  • Final thoughts on content marketing • Share Content & Links that make people want to pay attention • Produce Content that people want to share (It will make others follow them) • Stay on Topic • Link Drop Authentically
  • Thank you Lee Mancini SEKARI FZESEKARI Unit 3206, Building 3, Gold & Diamond Park, P.O.Box: 282661 Dubai, UAE T: +971 04 3402186 F: +971 04 341 6402 M: +971 50 8524611 E: lee.mancini@sekari.com twitter.com/sekari_seo linkedin.com/company/sekari SEKARI.COM