Iaee Ts2 Is Your Event Website Optimized Part 1


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SEO for Event Websites overview

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  • Arran - If we are to talk about SEO then that means we need to talk about the current winner in terms of search engine searches – Google. Generally what works for Google also works and applies to the other search engines such as Yahoo, MSN, ASK etc, but in terms of pure traffic, Google is the main search engine in English speaking countries and most of Western Europe.
  • Arran
  • Arran - This presentation focuses on Google for good reasons. If Google was a TV channel it would be almost as popular as ITV and more popular than BBC2 & Channel 4. SCN COMMENT: NO ONE IN THE U.S. KNOWS THESE CHANNELS. ESPN IS OUR MOST POPULAR CHANNELS AND I SUSPECT HITS A HIGH GLOBALLY ALSO. Google dominates the search market, even more so for business searches. To estimate the number of pages in Google did ASP carry out months of extensive research? No, we search for web pages with the letter ‘a’ in them!
  • Arran - This is a typical search engine results pages (SERP) for Google. Search Engine Marketing (SEM) is about getting a presence anywhere on this page. Search Engine Optimisation (SEO) is a sub set of SEM and is concerned with getting a return in the search results, the green box. SEM also deals with the adverts on this page – which appear, on this page, above and to the right of the organic search results. These adverts appear but the advertiser pays nothing until someone clicks on the advert. ASP can run advertising campaigns for clients – contact your account manager or sales on 020 8680 8004 for more information. This presentation focuses on SEO.
  • Arran - What is the difference between SEO and SERP advertising? (To confuse matters, although SEO is a sub-set of SEM, which is the whole SERP page, most SEO professionals say SEM when they mean advertising on the SERP. SEO, unless you are hiring a specialist SEO agency (which for most shows budgets is off the radar), is free and results from the search engine reading your website and returning a page or pages from your website when it thinks your website is relevant for a particular search. Most SEO experts agree that the best way to get results is to have lots of content. SEO is a long term approach and changes can take a long term to show. SEM is almost instant but costs you money per click. However you can advertise for keywords which are not on your website. SEM should be used in exhibitions for new launches (to raise awareness) and during the visitor promotional campaign. NB: A brand new website can take months to appear in ‘organic’ searches…
  • Arran - A definition/goal for a strategy. This is different from saying ‘to return highly in search results’ which would be like defining the goal for a football match as ‘to score more goals (SCN – Touchdowns?) than the other team’. With SEO you don’t want 1 page searched by Google – you want hundreds, maybe thousands of pages indexed by Google. But the content has to be RELEVANT to your audience – not any old rubbish. TIP: With good content visitors will repeatedly use your website thereby strengthening your brand with them. They might also recommend your website to colleagues/friends.
  • Arran - Read the quote. By ‘signals’ he means ‘factors’ and ‘document relevance’ really means ‘SERP appearance’. Another quote from Google also mentions that by the time it returns a SERP’ hundreds of computers have been involved up to that point. Search engines are complex, mainly because they have to dodge ‘spammy’ websites trying to cheat. So. if it was simple people would exploit it (and boy did we in the nineties…).
  • Arran - 200 different factors!! 2 years ago!! How can we get good results in Google with so many rules and equations going on??? As SEO experts we have to spend a lot of time working out Google - everything from reading technical blogs to reading Googles latest patents. One factor we believe, for example, is that older domain names rank ever so slightly higher than newer ones. (Brand new domain are actively ‘sandboxed’ or suppressed for a few months as well.). Could we get too obsessive about all the factors which Google keeps secret anyhow?
  • Arran
  • Arran - Google juice – okay occasionally we can weight the dice slightly in our favour.
  • Arran - As a marketer you need to know what you can control in terms of SEO. Your choice of web developer, be it third party or internal resource, can also drastically affect your performance. Without trying to sound preachy the pressure is on the developer now in terms of complexity. 5 years ago everything was easier: SEO, security, server reliability, design, coding, integration etc. Now clients expectations and the whole internet is much more complex and SEO is no exception. There is pressure on the smaller operators or departments to keep up and some, quite frankly, haven't. This presentation is about you but briefly I’ll mention what web development can affect. Code structure – the code must be readable by the search engines, if it can’t then only a few or even only 1 page will be indexed (stored) by the search engines. Flexibility – overall the system must be flexible so you can control all the elements you need to. Enforcement – sometimes we know you are busy and shortcuts are attempted – so we stop that! No pages appear without page titles or images without ALT tags for example. The physical design of the website is important, not just for branding or usability but structurally too. Page structure – the site must be coded in such a way that Google knows which bit is the page title and what part is the header. If not you lose useful weighting. Submittal – used to be very important but no longer. We now manually submit sites only if we have to.
  • Dave
  • Iaee Ts2 Is Your Event Website Optimized Part 1

    1. 1. Is Your Event Website Optimized? Arran Coole, ASP Inc Dave Lutz, Velvet Chainsaw Stephen Nold, MeetingTechOnline
    2. 2. Agenda – Part 1 Intro to SEM/SEO 1 SEO Analytics 2 SEO & Social Media 3
    3. 3. What is website optimization? <ul><li>For an event website it means good online marketing </li></ul><ul><li>Most of the work is not on your website </li></ul><ul><li>Results in attendance, long term exhibitors and a profit center website </li></ul>
    4. 4. What does a good website do? <ul><li>Converts </li></ul><ul><li>Converts the converts </li></ul><ul><li>Rewards good exhibiting </li></ul><ul><li>Markets to people you are not marketing to (yes they do exist!) </li></ul><ul><li>Recruits 100’s or 1000’s of copy writers </li></ul>
    5. 5. Throw away the books <ul><li>Pragmatic advice </li></ul><ul><li>Convince you </li></ul><ul><ul><li>Not to have a website </li></ul></ul><ul><ul><li>Don’t SEO optimize the website you don’t have </li></ul></ul>
    6. 6. Don’t have a website <ul><li>Have an online empire </li></ul><ul><li>Magazines vs trade shows </li></ul>
    7. 7. The Flat-World Audience
    8. 8. Let’s talk about online only
    9. 9. Event: No Social Media Alone online People can talk about you You have no reply Popular party vs lonely kid
    10. 10. Event: Website SM Lets build SM on our website! Subset of your audience Could grow outside Conversation restricted
    11. 11. Event: Social Media Participation ? Pros: 2 way conversation Instant market research Relationships aided Creates want Creates content Cons: Needs resources
    12. 12. Goals of Social Media Branding Event Website Reg/Data capture
    13. 13. Your new front page:
    14. 15. Am I Google biased?? <ul><li>Of 12 Billion U.S Searches in Dec 2008 </li></ul><ul><li>62.9% were made in Google [Source: Search Engine Watch] </li></ul><ul><li>Google beats Yahoo ~ 4 to 1 [Source: Search Engine Watch] </li></ul><ul><li>There are an estimated 28 billion web pages indexed by Google (Source: Google ‘Big Daddy’) </li></ul><ul><li>On average everybody in NA with access to the internet searches Google once a day. </li></ul>
    15. 17. SEO vs. SEM <ul><li>SEO </li></ul><ul><li>organic search results </li></ul><ul><li>mass content approach </li></ul><ul><li>optionally free </li></ul><ul><li>long term results (slow) </li></ul><ul><li>more cost effective </li></ul><ul><li>Always should be used - Free </li></ul><ul><li>SEM </li></ul><ul><li>paid for results </li></ul><ul><li>focused campaigns </li></ul><ul><li>paid for (click or placement) </li></ul><ul><li>immediate results </li></ul><ul><li>more expensive </li></ul><ul><li>Launch shows & new URL’s during visitor promotion campaign </li></ul>
    16. 18. The SEO Goal To get as many pages indexed by the search engines, with the most relevant content , that is most useful for your event’s target audience , so they repeatedly visit your website
    17. 19. SEO is like Chess <ul><li>Minutes to learn the basics </li></ul><ul><li>Years to master </li></ul><ul><li>Just to make it harder </li></ul><ul><ul><li>Some of the rules are secret </li></ul></ul><ul><ul><li>Each search engine is different </li></ul></ul><ul><ul><li>Billions of other players! </li></ul></ul><ul><ul><li>Alan Eustace, a Google VP of search engineering announced in 2006 that there are over 200 signals that Google uses to determine document relevance for a searcher. </li></ul></ul>
    18. 20. Hmm, Chess is easier! <ul><li>200 in 2006! </li></ul><ul><li>Q: How many now? </li></ul><ul><li>In 2007 Google tweaked their rules 450 times </li></ul>
    19. 21. ASP’s SEO Approach <ul><li>It’s impossible to figure out the </li></ul><ul><li>ultimate SEO strategy as the rules are </li></ul><ul><li>too complex and change constantly </li></ul><ul><li>Holistic approach instead: </li></ul><ul><ul><li>What is Google trying to do? </li></ul></ul><ul><ul><li>Google wants to be #1 </li></ul></ul><ul><ul><li>Google will stay #1 by giving the best results </li></ul></ul><ul><ul><li>That means: </li></ul></ul>
    20. 22. Google Empathy <ul><li>When you make a search on Google, </li></ul><ul><li>Google must find the most relevant answer </li></ul><ul><li>to your query to remain successful </li></ul><ul><li>Holistic approach: </li></ul><ul><ul><li>Don’t cheat </li></ul></ul><ul><ul><li>Don’t spam </li></ul></ul><ul><ul><li>Have loads of great content </li></ul></ul><ul><ul><li>Apply all the basic SEO techniques </li></ul></ul>
    21. 23. SEO Areas <ul><li>Marketer can control </li></ul><ul><li>Content </li></ul><ul><li>Page Titles </li></ul><ul><li>Images ALT tags </li></ul><ul><li>External linking </li></ul><ul><li>Internal linking </li></ul><ul><li>Domain name </li></ul><ul><li>Social SEO </li></ul><ul><li>PR SEO </li></ul><ul><li>Web Dev can control </li></ul><ul><li>Code structure </li></ul><ul><li>Flexibility </li></ul><ul><li>Enforcement </li></ul><ul><li>Design </li></ul><ul><li>Page structure </li></ul><ul><li>Submittal </li></ul>
    22. 24. SEO Analytics <ul><ul><li>Programs enable site owners to measure their successes </li></ul></ul><ul><ul><li>Tracks visitors from all referrers, including search engines, display advertising, pay-per-click networks, email marketing and digital collateral such as links within PDF documents. </li></ul></ul><ul><ul><li>If integrated with AdWords, users can review online campaigns by tracking landing page quality and conversions (goals). </li></ul></ul><ul><ul><li>Goals might include sales, lead generation, viewing a specific page, or downloading a particular file. </li></ul></ul><ul><ul><li>These can also be monetized. </li></ul></ul><ul><ul><li>Marketers can determine which ads are performing, and which are not, providing the information to optimize or cull campaigns. </li></ul></ul>
    23. 25. SEO Analytics <ul><li>SEO Website Grader by HubSpot http:// www.websitegrader.com / </li></ul><ul><li>Google Analytics </li></ul><ul><ul><li>free service offered by Google </li></ul></ul><ul><ul><li>generates detailed statistics about the visitors to a website. </li></ul></ul><ul><ul><li>product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics originally grew. </li></ul></ul>
    24. 26. Social Media Enhances SEO <ul><li>Social media/networking sites are increasingly showing up in Google search results </li></ul><ul><li>Social sites like Facebook, YouTube, MySpace, Twitter show up due to the communities these sites empower and the viral nature of the content found in these places. </li></ul><ul><li>Means content has the ability to be spread further than ever before. </li></ul><ul><li>Community can submit good content to Digg, StumbleUpon, Reddit or “Tweet” it on Twitter, comment on Facebook or email it to a friend. </li></ul><ul><li>Effect = direct impact on increasing inbound links = huge impact on search rankings. </li></ul><ul><li>“ Buzz generates citations, citations generate links, links generate rankings, top rankings = good SEO.” NetWits Think Tank </li></ul>
    25. 27. Social Media & SEO YouTube YouTube Wikipedia
    26. 28. Social Media & SEO Blog Twitter MySpace Facebook
    27. 29. Social Media & SEO LinkedIn
    28. 30. <ul><ul><li>SEO Blogs - seo.alltop.com </li></ul></ul><ul><ul><li>General - WebMarketing Today </li></ul></ul><ul><ul><li>Blogs/Social Media - Chrisbrogan.com </li></ul></ul><ul><ul><li>TSW Event Tech Blog </li></ul></ul><ul><ul><li>IAEE eMerge Blog </li></ul></ul>Resources
    29. 31. Continued…. <ul><li>Join us for SEO Part 2 at 9:45AM </li></ul><ul><li>Top Web Tactics </li></ul>