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Presentation by Bryan Kelly of Cytrus Technology at the E-Tourism Africa Summit 2010

Presentation by Bryan Kelly of Cytrus Technology at the E-Tourism Africa Summit 2010

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    Organic Search Organic Search Presentation Transcript

    • Future Proof your Website for
      Organic Search Visibility
      (using Microformats)
      Bryan Kelly
    • Hello
      My name is Bryan Kelly
      • SEO & Usability Advocate since 1997
      • Previous Clients include:
      • William Hill Plc
      • The Racing Post
      • FinSoft
      • Microgaming Systems
      • Sportsbook.com
      • Usability labs in Texas, New York & London
      • Current role: e-Strategy Specialist, Cytrus Technology (www.cytrus.biz)
    • Today, you’ll learn
      • What is SEO & SEM?
      • What are Microformats?
      • 4 Practical Uses of Microformats
      • Why you should be using Microformats
      • Data Web Marketing - A New Channel
    • But first....Herding Cats
    • Search Optimisation & Search Marketing
      Getting higher rankings on major search engines, is about finding the right balance between
      Search Engine Optimisation(on-site), and
      Search Engine Marketing (off-site) factors.
    • Search Engine Optimisation
      Refers to the factors that you can control on your web site
      • The text on your web page
      • The number of web pages on your website
      • The number of keywords and related keywords on your web pages
      • The links on your web pages to other pages of your site
      • The links on your web pages to other websites
      • The structure of your website
      • The HTML code of your web pages
    • Search Engine Marketing
      Refers to the ranking factors that are usually out of your control
      The most important off-site factor are the links to your web site:
      • The number of backlinks that point to your website
      • The quality of the backlinks that point to your website
      • How often your website is bookmarked on social bookmark sites
      • How often your website is mentioned on services such as Twitter
    • Today we’ll focus on factors we can control
      MicroFormats
    • What are Microformats?
      For years search engine search results were limited to 3 basic pieces of information:
      • A Title,
      • A Summary, and
      • A URL
      Microformats markup (fancy HTML code) allows Google and other search engines (programs) to identify and make use of structured data present in a web page. 
    • Microformats support is growing...
      Most widely supported are: reviews, events, businesses and organizations, people profiles,
      products, videos and recipes.
    • Future Proof?
      • Ranking on page 1 of Google isn’t all there is to SEO!
      • You have to entice the searcher to click.
      • Microformats may be just the thing to increase (clickthroughs) and conversions
      • Future proof your organic search visibility for increased SERPs real estate
      • Google Maps and Google Places will be using microformats to populate mapping apps
      • Microformats may not directly increase your search engine rankings, but they can still be
      a vital part of your (local) search strategy.
      • OK – How? 4 Practical applications of microformats
    • rel=“me” - Use the attribute to create a “social hub on the web”.
      After
      Before
      <li id="facebook"><a target="_blank" href="http://www.facebook.com/ProteaHotels" rel="me">Facebook</a></li><li id="twitter"><a target="_blank" href="http://twitter.com/ProteaHotels" rel="me">Twitter</a></li>
    • hCard - Use the markup to GeoTag address information for local SEO
      Before
      After
    • hReview - Use the markup for dealing with individual user reviews
      Before
      After
    • hCalendar- Use the markup for structured information about events
      Before
      After
    • Why you should be using Microformats
      • Increase click-through rates (15-31% increase in organic traffic, Yahoo!, Google)
      • “Give users convenient summary information about their search results at a glance“
      • Encourages engagement - add contact info to address book, add events to calendars, etc.
      • Increased search results (SERPs) real estate
      • More organic search traffic, higher conversion rates. Lower other marketing costs.
      • It is (relatively) easy to implement
      • Improve your rankings? More visibility, more user engagement, more authority.
    • Data Web Marketing – A New Channel?
      • Websites who tag their content with structured data are rewarded with better visibility in search results and social media streams.
      • The explosion of apps for the iPhone, iPad, and Android devices has further increased interest in APIs. Publishers can extend their reach via Semantic Travel Vocabularies.
      • Microformats offer a similar strategic competitive advantage to early SEO, SMM, PPC adopters.
      • Whose data will be the authoritative source in each market out there?
      • Whose data will be embedded in the most exciting third-party applications?
      • Whose industry-specific vocabularies will become de facto standards?
    • Thank you!
      Bryan Kelly
      e: bryan.kelly@cytrus.biz
      w: www.cytrus.biz
    • Win a Free SEO Audit
      worth R10,400.00
      Find us at Stand 6