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Organic Search

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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 Presentation Transcript

  • 1.
  • 2. Future Proof your Website for
    Organic Search Visibility
    (using Microformats)
    Bryan Kelly
  • 3. Hello
    My name is Bryan Kelly
    • SEO & Usability Advocate since 1997
    • 4. Previous Clients include:
    • 5. William Hill Plc
    • 6. The Racing Post
    • 7. FinSoft
    • 8. Microgaming Systems
    • 9. Sportsbook.com
    • 10. Usability labs in Texas, New York & London
    • 11. Current role: e-Strategy Specialist, Cytrus Technology (www.cytrus.biz)
  • Today, you’ll learn
    • What is SEO & SEM?
    • 12. What are Microformats?
    • 13. 4 Practical Uses of Microformats
    • 14. Why you should be using Microformats
    • 15. Data Web Marketing - A New Channel
  • But first....Herding Cats
  • 16. 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.
  • 17. Search Engine Optimisation
    Refers to the factors that you can control on your web site
    • The text on your web page
    • 18. The number of web pages on your website
    • 19. The number of keywords and related keywords on your web pages
    • 20. The links on your web pages to other pages of your site
    • 21. The links on your web pages to other websites
    • 22. The structure of your website
    • 23. 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
    • 24. The quality of the backlinks that point to your website
    • 25. How often your website is bookmarked on social bookmark sites
    • 26. How often your website is mentioned on services such as Twitter
  • Today we’ll focus on factors we can control
    MicroFormats
  • 27. What are Microformats?
    For years search engine search results were limited to 3 basic pieces of information:
    • A Title,
    • 28. A Summary, and
    • 29. 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. 
  • 30. Microformats support is growing...
    Most widely supported are: reviews, events, businesses and organizations, people profiles,
    products, videos and recipes.
  • 31. Future Proof?
    • Ranking on page 1 of Google isn’t all there is to SEO!
    • 32. You have to entice the searcher to click.
    • 33. Microformats may be just the thing to increase (clickthroughs) and conversions
    • 34. Future proof your organic search visibility for increased SERPs real estate
    • 35. Google Maps and Google Places will be using microformats to populate mapping apps
    • 36. 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>
  • 37. hCard - Use the markup to GeoTag address information for local SEO
    Before
    After
  • 38. hReview - Use the markup for dealing with individual user reviews
    Before
    After
  • 39. hCalendar- Use the markup for structured information about events
    Before
    After
  • 40. Why you should be using Microformats
    • Increase click-through rates (15-31% increase in organic traffic, Yahoo!, Google)
    • 41. “Give users convenient summary information about their search results at a glance“
    • 42. Encourages engagement - add contact info to address book, add events to calendars, etc.
    • 43. Increased search results (SERPs) real estate
    • 44. More organic search traffic, higher conversion rates. Lower other marketing costs.
    • 45. It is (relatively) easy to implement
    • 46. 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.
    • 47. 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.
    • 48. Microformats offer a similar strategic competitive advantage to early SEO, SMM, PPC adopters.
    • 49. Whose data will be the authoritative source in each market out there?
    • 50. Whose data will be embedded in the most exciting third-party applications?
    • 51. Whose industry-specific vocabularies will become de facto standards?
  • Thank you!
    Bryan Kelly
    e: bryan.kelly@cytrus.biz
    w: www.cytrus.biz
  • 52. Win a Free SEO Audit
    worth R10,400.00
    Find us at Stand 6