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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

Published in: Technology, Business

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  • 1. Bryan Kelly Future Proof your Website for Organic Search Visibility (using Microformats)
  • 2. 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)
  • 3. 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
  • 4. But first....Herding Cats
  • 5. 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.
  • 6. 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
  • 7. 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
  • 8. Today we’ll focus on factors we can control MicroFormats
  • 9. 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.
  • 10. Most widely supported are: reviews, events, businesses and organizations, people profiles, products, videos and recipes. Microformats support is growing...
  • 11. 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
  • 12. rel=“me” - Use the attribute to create a “social hub on the web”. <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> Before After
  • 13. hCard - Use the markup to GeoTag address information for local SEO After Before
  • 14. hReview - Use the markup for dealing with individual user reviews Before After
  • 15. hCalendar - Use the markup for structured information about events Before After
  • 16. 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.
  • 17. 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?
  • 18. Bryan Kelly e: bryan.kelly@cytrus.biz w: www.cytrus.biz Thank you!
  • 19. Win a Free SEO Audit worth R10,400.00 Find us at Stand 6