4 5 enhancing visibility seo [day 1-module 4- day2-module1]
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session 4 - Website Promotion for tourism ! JITOA

session 4 - Website Promotion for tourism ! JITOA

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    4 5 enhancing visibility seo [day 1-module 4- day2-module1] 4 5 enhancing visibility seo [day 1-module 4- day2-module1] Presentation Transcript

    • Enhancing visibility: Search Engine Optimization
      • Website promotion workshop
      • > Tourism sector
      • January 2012
      • :: Joost van der Kooij
      • :: Alfons van Duijvenbode
      SEO
      • What is SEO
      • SEO success factors
      • Examples
      • Assignments
      Agenda
    • Search Engine Marketing
      • “ … A form of internet
      • marketing that seeks to promote websites by increasing visibility in search engine result pages (SERPs)
      • SEM methods include
      • SEO
      • Paid listings (Adwords)
      Source: Forrester, 2011 “ Natural search brings 61% of website visitors ”
    • Search Engine Optimization (SEO)
      • “ … process of designing and improving a website so it ranks high in search engine results when someone who doesn ’ t know your business searches for the services or products you offer …
    • SEO success factors
      • Domain name and Search Engine Friendly URLs
      • Meta tags
      • Listing with search engines
        • www.google.com/addurl
      • Google maps ‘ places ’
      • Headers and keyword rich content
      • Link structure
      • Alt tags
      • XML sitemap
      • Listing with DMOZ (www.dmoz.org)
      • Linking
        • Trip Advisor, Travel directories, Travel blogs
        • High ranking sites (bizz directories, ref. www.onewaytextlink.com)
        • Social media ( ‘ mentions ’ with links)
      • 301 Redirect
      • Monitor linking and ranking
    • SEO success factors
      • Domain name and Search Engine Friendly URLs
      • Meta tags
      • Listing with search engines
        • www.google.com/addurl
      • Google maps ‘ places ’
      • Headers and keyword rich content
      • Link structure
      • Alt tags
      • XML sitemap
      • Listing with DMOZ (www.dmoz.org)
      • Linking
        • Trip Advisor, Travel directories, Travel blogs
        • High ranking sites (bizz directories, ref. www.onewaytextlink.com)
        • Social media ( ‘ mentions ’ with links)
      • 301 Redirect
      • Monitor linking and ranking
    • Domain name and SEF URLs
      • Keywords in the domain name
      • Possible to redirect multiple domain names to 1 site
      • Check availability of domain names
        • e.g. www.eurodns.com
    • Domain name …. and SEF URLs
    • Domain name …. and SEF URLs
    • non SEF URL …
    • Availability of domain names
    • Assignment 4a Domain names
    • SEO success factors
      • Domain name and Search Engine Friendly URLs
      • Meta tags
      • Listing with search engines
        • www.google.com/addurl
      • Google maps ‘ places ’
      • Headers and keyword rich content
      • Link structure
      • Alt tags
      • XML sitemap
      • Listing with DMOZ (www.dmoz.org)
      • Linking
        • Trip Advisor, Travel directories, Travel blogs
        • High ranking sites (bizz directories, ref. www.onewaytextlink.com)
        • Social media ( ‘ mentions ’ with links)
      • 301 Redirect
      • Monitor linking and ranking
    • Meta tags
      • Title tag
        • Company name + most important keywords
        • Optimize for max 70 characters
        • For every page …
        • Visible (Top of browser and SERP)
      • Description tag
        • Sentences with most important keywords
        • Optimize for max 160 characters
        • Trigger for users to click
        • For every page …
        • Visible (in SERP) and bold when the keywords match a user ’ s query…
      Keyword tag --------------------- Not relevant anymore Example
    • Meta tags Title Tag Description Tag Trigger to click!
    • Meta tags Trigger to click! Title Tag Description Tag
    • SEO success factors
      • Domain name and Search Engine Friendly URLs
      • Meta tags
      • Listing with search engines
        • www.google.com/addurl
      • Google maps ‘ places ’
      • Headers and keyword rich content
      • Link structure
      • Alt tags
      • XML sitemap
      • Listing with DMOZ (www.dmoz.org)
      • Linking
        • Trip Advisor, Travel directories, Travel blogs
        • High ranking sites (bizz directories, ref. www.onewaytextlink.com)
        • Social media ( ‘ mentions ’ with links)
      • 301 Redirect
      • Monitor linking and ranking
    • Add url / submit to Google
      • Add new domain / url to Google:
      • http://www.google.com/addurl/
      • Also country specific Google databases
      • Same goes for XML sitemap
      • Tip: use Google Webmaster Tools
    • Assignment 4b Meta Tags and submit to Google
    • SEO success factors
      • Domain name and Search Engine Friendly URLs
      • Meta tags
      • Listing with search engines
        • www.google.com/addurl
      • Google maps ‘ places ’
      • Headers and keyword rich content
      • Link structure
      • Alt tags
      • XML sitemap
      • Listing with DMOZ (www.dmoz.org)
      • Linking
        • Trip Advisor, Travel directories, Travel blogs
        • High ranking sites (bizz directories, ref. www.onewaytextlink.com)
        • Social media ( ‘ mentions ’ with links)
      • 301 Redirect
      • Monitor linking and ranking
    • Google Maps business listing – ‘ places ’
    • Google Maps business listing – ‘ places ’
    • Google Maps business listing – ‘ places ’
    • Assignment 4c Google Maps
    • SEO success factors
      • Domain name and Search Engine Friendly URLs
      • Meta tags
      • Listing with search engines
        • www.google.com/addurl
      • Google maps ‘ places ’
      • Headers and keyword rich content
      • Link structure
      • Alt tags
      • XML sitemap
      • Listing with DMOZ (www.dmoz.org)
      • Linking
        • Trip Advisor, Travel directories, Travel blogs
        • High ranking sites (bizz directories, ref. www.onewaytextlink.com)
        • Social media ( ‘ mentions ’ with links)
      • 301 Redirect
      • Monitor linking and ranking
    • Headers and keyword rich content
      • Headers (H1) get bigger weight in the ranking…. Include keywords
      • Fill your content with keywords
      • Be creative and think of derivates and synonyms of popular keywords
      • Brainstorm keywords based on your core offerings
      • For core offerings: do not only focus on your main activity (e.g. accommodation) but also your services (e.g. snorkeling tour)
      • Helpful tool for keyword research:
        • https://adwords.google.com/select/KeywordToolExternal
    • Keyword rich content Related services
    • Tool for keyword search
        • https://adwords.google.com/select/KeywordToolExternal
    • Tool for keyword search
        • https://adwords.google.com/select/KeywordToolExternal
    • Assignment 4d Keywords
    • SEO success factors
      • Domain name and Search Engine Friendly URLs
      • Meta tags
      • Listing with search engines
        • www.google.com/addurl
      • Google maps ‘ places ’
      • Headers and keyword rich content
      • Link structure
      • Alt tags
      • XML sitemap
      • Listing with DMOZ (www.dmoz.org)
      • Linking
        • Trip Advisor, Travel directories, Travel blogs
        • High ranking sites (bizz directories, ref. www.onewaytextlink.com)
        • Social media ( ‘ mentions ’ with links)
      • 301 Redirect
      • Monitor linking and ranking
    • Link structure
      • Navigation bar on all pages essential for users and search engines – to index your pages
      • Include hyperlinks in the content to indicate relevance to both users and search engines
      • Name hyperlinks effectively: Keywords in the hyperlink text!
      • ‘ Click here ’ informs the search engine that the topic of the page is ‘ click here ’ ….
    • Link structure
    • Submenu Mega menu
      • Identify relevant links that you plan to use in your navigation menu or content
      Assignment 4e
    • SEO success factors
      • Domain name and Search Engine Friendly URLs
      • Meta tags
      • Listing with search engines
        • www.google.com/addurl
      • Google maps ‘ places ’
      • Headers and keyword rich content
      • Link structure
      • Alt tags
      • XML sitemap
      • Listing with DMOZ (www.dmoz.org)
      • Linking
        • Trip Advisor, Travel directories, Travel blogs
        • High ranking sites (bizz directories, ref. www.onewaytextlink.com)
        • Social media ( ‘ mentions ’ with links)
      • 301 Redirect
      • Monitor linking and ranking
    • Alt tags Note: Picture title and description are equally important for SEO
    • SEO success factors
      • Domain name and Search Engine Friendly URLs
      • Meta tags
      • Listing with search engines
        • www.google.com/addurl
      • Google maps ‘ places ’
      • Headers and keyword rich content
      • Link structure
      • Alt tags
      • XML sitemap
      • Listing with DMOZ (www.dmoz.org)
      • Linking
        • Trip Advisor, Travel directories, Travel blogs
        • High ranking sites (bizz directories, ref. www.onewaytextlink.com)
        • Social media ( ‘ mentions ’ with links)
      • 301 Redirect
      • Monitor linking and ranking
    • XML site map
      • A list of all the pages on your website
      • Dynamically generated
      • Helps Google to know about all the pages on your website
      • XML file:
      • Include every page of your website
      • Use protocol / code of www.sitemaps.org
      • Use Google Webmaster Tools to submit
      • More information
      • http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=156184
    •  
    • SEO success factors
      • Domain name and Search Engine Friendly URLs
      • Meta tags
      • Listing with search engines
        • www.google.com/addurl
      • Google maps ‘ places ’
      • Headers and keyword rich content
      • Link structure
      • Alt tags
      • XML sitemap
      • Listing with DMOZ (www.dmoz.org)
      • Linking
        • Trip Advisor, Travel directories, Travel blogs
        • High ranking sites (bizz directories, ref. www.onewaytextlink.com)
        • Social media ( ‘ mentions ’ with links)
      • 301 Redirect
      • Monitor linking and ranking
    • DMOZ
    • SEO success factors
      • Domain name and Search Engine Friendly URLs
      • Meta tags
      • Listing with search engines
        • www.google.com/addurl
      • Google maps ‘ places ’
      • Headers and keyword rich content
      • Link structure
      • Alt tags
      • XML sitemap
      • Listing with DMOZ (www.dmoz.org)
      • Linking
        • Trip Advisor, Travel directories, Travel blogs
        • High ranking sites (bizz directories, ref. www.onewaytextlink.com)
        • Social media ( ‘ mentions ’ with links)
      • 301 Redirect
      • Monitor linking and ranking
    • Trip advisor, travel directories, blogs “ … 33% of leisure travelers changed their hotels based on what they read on blogs or other travel related community sites (Forrester Research)
      • Examples of tourism specific directories:
      • Adventure.Travel - http://www.adventure.travel (for members of the Adventure Travel Trade Association)
      • EcoTour Directory - http://www.ecotourdirectory.com (eco tourism)
      • TouristClick.com - http://www.touristclick.com (travel directory)
      • Travel Quest - http://www.travel-quest.co.uk (UK travel directory, focused on specialist and adventure holidays)
      • Travel Library - http://www.travel-library.com (travel directory)
      • Yahoo Travel - http://travel.yahoo.com (travel guides about destinations, travel plans, shows paid links by keywords and provides the option to compare rates with its ‘ FareChase ’ )
      • YouGoDo! - http://www.yougodo.com (collects tours and activities)
      Linking / Directories Centre for the Promotion of Imports from developing countries | March, 2011
    • SEO success factors
      • Domain name and Search Engine Friendly URLs
      • Meta tags
      • Listing with search engines
        • www.google.com/addurl
      • Google maps ‘ places ’
      • Headers and keyword rich content
      • Link structure
      • Alt tags
      • XML sitemap
      • Listing with DMOZ (www.dmoz.org)
      • Linking
        • Trip Advisor, Travel directories, Travel blogs
        • High ranking sites (bizz directories, ref. www.onewaytextlink.com)
        • Social media ( ‘ mentions ’ with links)
      • 301 Redirect
      • Monitor linking and ranking
    • Link to high ranking sites
    • Google toolbar – Page Rank
    • Google toolbar – Page Rank
      • Identify portals / directories that you want to submit your site to.
      Assignment 4F
    • SEO success factors
      • Domain name and Search Engine Friendly URLs
      • Meta tags
      • Listing with search engines
        • www.google.com/addurl
      • Google maps ‘ places ’
      • Headers and keyword rich content
      • Link structure
      • Alt tags
      • XML sitemap
      • Listing with DMOZ (www.dmoz.org)
      • Linking
        • Trip Advisor, Travel directories, Travel blogs
        • High ranking sites (bizz directories, ref. www.onewaytextlink.com)
        • Social media ( ‘ mentions ’ with links)
      • 301 Redirect
      • Monitor linking and ranking
    • SEO success factors
      • Domain name and Search Engine Friendly URLs
      • Meta tags
      • Listing with search engines
        • www.google.com/addurl
      • Google maps ‘ places ’
      • Headers and keyword rich content
      • Link structure
      • Alt tags
      • XML sitemap
      • Listing with DMOZ (www.dmoz.org)
      • Linking
        • Trip Advisor, Travel directories, Travel blogs
        • High ranking sites (bizz directories, ref. www.onewaytextlink.com)
        • Social media ( ‘ mentions ’ with links)
      • 301 Redirect
      • Monitor linking and ranking
    • 301 Redirect
      • Include a 301 redirect to avoid duplicate content (which causes problems to search engines)
      • 1 www versus non-wwww
      • http://yourdomain.com redirect to
      • http://www.yourdomain.com
      • Example: Adventureshop
      • 2 Extra domain names with your service
      • Example:
      • ecolodgesgalapagos.com  surtrektours.com.ec
      • Adventuretoursecuador  sierraviajes.com.ec
    • 301 Redirect
      • Further tips
      • Employ canonical link tag
      • Redirect to relevant sections of
      • your website
      • Mind your objectives
    • 301 Redirect
    • 301 Redirect
    • SEO success factors
      • Domain name and Search Engine Friendly URLs
      • Meta tags
      • Listing with search engines
        • www.google.com/addurl
      • Google maps ‘ places ’
      • Headers and keyword rich content
      • Link structure
      • Alt tags
      • XML sitemap
      • Listing with DMOZ (www.dmoz.org)
      • Linking
        • Trip Advisor, Travel directories, Travel blogs
        • High ranking sites (bizz directories, ref. www.onewaytextlink.com)
        • Social media ( ‘ mentions ’ with links)
      • 301 Redirect
      • Monitor linking and ranking
    • Page rank and Link popularity
    • Page rank and Link popularity
    • Link popularity
    • Evaluate your SEO
      • > SEO rank checker
      • Example:
      • www.mikes-marketing-tools.com/ranking-reports/
    • SEO rank checker
    • And finally ….
      • Don ’ t forget to forget about Flash
      • Don ’ t use frames
      show show
    • Flash
    • Frames