How SEO and Content Management help increase online sales




    Ásmundur Sævarsson
    Manager e-Marketing


    Finnur ...
Icelandair´s Route Network: The key to our success

    Network based on unique geographical position is the key to Icela...
Redesigned website launched June 2006

 •   Booking engine visible on all pages (or one
     click away)
 •   Easy access ...
Search Engine Optimization
Sponsored listings

Organic listings
Translation workflow for localized
websites
Multilingual Search Engine Optimization
Multilingual Search Engine Optimization
Indirect traffic
Offer multiple options for conversion
and reinforce the value proposition
Keywords
Relative & useful
           information only
Keywords   one click away
Relative & useful
           information only
Keywords   one click away
Different conversion options and
paths
Homepage - Shortcuts
Homepage - Shortcuts
Timetable
Routemap
Routemap
What is web analysis all about?

 •   WHO is visiting your web?
 •   WHAT did they look at, and in what order?
 •   HOW di...
Smart tags to optimize content
SEO is 3 things:
•   Inbound links
•   Content
•   Implementation
6 things you
should look for in
a CMS solution to
   support SEO
1

Readable URL’s
2
Dynamic...
  Title tags
  Metadata
  Navigation
3


Semantic HTML
4


Custom 404 page
5

Write once deploy
 multiple times
6

Translation and
  localisation
How SEO and Content Management help increase online sales
How SEO and Content Management help increase online sales
How SEO and Content Management help increase online sales
How SEO and Content Management help increase online sales
How SEO and Content Management help increase online sales
How SEO and Content Management help increase online sales
How SEO and Content Management help increase online sales
How SEO and Content Management help increase online sales
How SEO and Content Management help increase online sales
How SEO and Content Management help increase online sales
How SEO and Content Management help increase online sales
How SEO and Content Management help increase online sales
How SEO and Content Management help increase online sales
How SEO and Content Management help increase online sales
How SEO and Content Management help increase online sales
How SEO and Content Management help increase online sales
How SEO and Content Management help increase online sales
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How SEO and Content Management help increase online sales

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How SEO and Content Management help increase online sales

  1. 1. How SEO and Content Management help increase online sales Ásmundur Sævarsson Manager e-Marketing Finnur Magnusson VYRE Consultant Technology for marketing - February 2008 London UK
  2. 2. Icelandair´s Route Network: The key to our success  Network based on unique geographical position is the key to Icelandair operation  Focus on three different markets – From Iceland: Strong demand at present. Very competitive. Large market share. Ability to compete. – To Iceland: Market growing but very seasonal. – Via Iceland: US/Europe one stop market. City pairs. Market share under 1%. Gigantic reservoir of passengers.
  3. 3. Redesigned website launched June 2006 • Booking engine visible on all pages (or one click away) • Easy access to practical and useful information • Destination guide with information about restaurants, shops, events etc. – City maps, weather – What´s happening this month – iPod cityguide – Mobile download
  4. 4. Search Engine Optimization
  5. 5. Sponsored listings Organic listings
  6. 6. Translation workflow for localized websites
  7. 7. Multilingual Search Engine Optimization
  8. 8. Multilingual Search Engine Optimization
  9. 9. Indirect traffic
  10. 10. Offer multiple options for conversion and reinforce the value proposition
  11. 11. Keywords
  12. 12. Relative & useful information only Keywords one click away
  13. 13. Relative & useful information only Keywords one click away
  14. 14. Different conversion options and paths
  15. 15. Homepage - Shortcuts
  16. 16. Homepage - Shortcuts
  17. 17. Timetable
  18. 18. Routemap
  19. 19. Routemap
  20. 20. What is web analysis all about? • WHO is visiting your web? • WHAT did they look at, and in what order? • HOW did they find you? • WHEN did they visit your web, and for how long? • WHY did they leave your site?
  21. 21. Smart tags to optimize content
  22. 22. SEO is 3 things: • Inbound links • Content • Implementation
  23. 23. 6 things you should look for in a CMS solution to support SEO
  24. 24. 1 Readable URL’s
  25. 25. 2 Dynamic... Title tags Metadata Navigation
  26. 26. 3 Semantic HTML
  27. 27. 4 Custom 404 page
  28. 28. 5 Write once deploy multiple times
  29. 29. 6 Translation and localisation

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