Enhancing visibility: Search Engine Optimization <ul><li>Website promotion workshop </li></ul><ul><li>> Tourism sector  </...
<ul><li>What is SEO </li></ul><ul><li>SEO success factors </li></ul><ul><li>Examples </li></ul><ul><li>Assignments </li></...
Search Engine Marketing  <ul><li>“ …  A form of internet  </li></ul><ul><li>marketing that seeks to promote websites by in...
Search Engine Optimization (SEO) <ul><li>“  …  process of  designing  and  improving  a website so it ranks high in search...
SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>List...
SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>List...
Domain name and SEF URLs <ul><li>Keywords in the domain name </li></ul><ul><li>Possible to redirect multiple domain names ...
Domain name …. and SEF URLs
Domain name …. and SEF URLs
non SEF URL …
Availability of domain names
Assignment 4a Domain names
SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>List...
Meta tags <ul><li>Title tag </li></ul><ul><ul><li>Company name + most important keywords </li></ul></ul><ul><ul><li>Optimi...
Meta tags  Title Tag Description Tag Trigger to click!
Meta tags  Trigger to click! Title Tag Description Tag
SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>List...
Add url / submit to Google <ul><li>Add new domain / url to Google: </li></ul><ul><li>http://www.google.com/addurl/ </li></...
Assignment 4b Meta Tags and submit to Google
SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>List...
Google Maps business listing –  ‘ places ’
Google Maps business listing –  ‘ places ’
Google Maps business listing –  ‘ places ’
Assignment 4c Google Maps
SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>List...
Headers and keyword rich content <ul><li>Headers (H1) get bigger weight in the ranking…. Include keywords </li></ul><ul><l...
Keyword rich content Related services
Tool for keyword search <ul><ul><li>https://adwords.google.com/select/KeywordToolExternal </li></ul></ul>
Tool for keyword search <ul><ul><li>https://adwords.google.com/select/KeywordToolExternal </li></ul></ul>
Assignment 4d Keywords
SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>List...
Link structure <ul><li>Navigation bar on all pages essential for users  and  search engines – to index your pages </li></u...
Link structure
Submenu Mega menu
<ul><li>Identify relevant links that you plan to use in your navigation menu or content  </li></ul>Assignment 4e
SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>List...
Alt tags Note: Picture title and description are equally important for SEO
SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>List...
XML site map <ul><li>A list of all the pages on your website </li></ul><ul><li>Dynamically generated  </li></ul><ul><li>He...
 
SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>List...
DMOZ
SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>List...
Trip advisor, travel directories, blogs “  …  33% of leisure travelers changed their hotels based on what they read on blo...
<ul><li>Examples of tourism specific directories: </li></ul><ul><li>Adventure.Travel -  http://www.adventure.travel (for m...
SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>List...
Link to high ranking sites
Google toolbar – Page Rank
Google toolbar – Page Rank
<ul><li>Identify portals / directories that you want to submit your site to. </li></ul>Assignment 4F
SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>List...
SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>List...
301 Redirect <ul><li>Include a  301 redirect  to avoid duplicate content (which causes problems to search engines) </li></...
301 Redirect <ul><li>Further tips </li></ul><ul><li>Employ canonical link tag </li></ul><ul><li>Redirect to relevant secti...
301 Redirect
301 Redirect
SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>List...
Page rank and Link popularity
Page rank and Link popularity
Link popularity
Evaluate your SEO <ul><li>>  SEO rank checker </li></ul><ul><li>Example:  </li></ul><ul><li>www.mikes-marketing-tools.com/...
SEO rank checker
And finally …. <ul><li>Don ’ t forget to  forget  about  Flash </li></ul><ul><li>Don ’ t use frames </li></ul>show show
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4 5 enhancing visibility seo [day 1-module 4- day2-module1]

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

  1. 1. Enhancing visibility: Search Engine Optimization <ul><li>Website promotion workshop </li></ul><ul><li>> Tourism sector </li></ul><ul><li>January 2012 </li></ul><ul><li>:: Joost van der Kooij </li></ul><ul><li>:: Alfons van Duijvenbode </li></ul>SEO
  2. 2. <ul><li>What is SEO </li></ul><ul><li>SEO success factors </li></ul><ul><li>Examples </li></ul><ul><li>Assignments </li></ul>Agenda
  3. 3. Search Engine Marketing <ul><li>“ … A form of internet </li></ul><ul><li>marketing that seeks to promote websites by increasing visibility in search engine result pages (SERPs) </li></ul><ul><li>SEM methods include </li></ul><ul><li>SEO </li></ul><ul><li>Paid listings (Adwords) </li></ul>Source: Forrester, 2011 “ Natural search brings 61% of website visitors ”
  4. 4. Search Engine Optimization (SEO) <ul><li>“ … 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 … </li></ul>
  5. 5. SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>Listing with search engines </li></ul><ul><ul><li>www.google.com/addurl </li></ul></ul><ul><li>Google maps ‘ places ’ </li></ul><ul><li>Headers and keyword rich content </li></ul><ul><li>Link structure </li></ul><ul><li>Alt tags </li></ul><ul><li>XML sitemap </li></ul><ul><li>Listing with DMOZ (www.dmoz.org) </li></ul><ul><li>Linking </li></ul><ul><ul><li>Trip Advisor, Travel directories, Travel blogs </li></ul></ul><ul><ul><li>High ranking sites (bizz directories, ref. www.onewaytextlink.com) </li></ul></ul><ul><ul><li>Social media ( ‘ mentions ’ with links) </li></ul></ul><ul><li>301 Redirect </li></ul><ul><li>Monitor linking and ranking </li></ul>
  6. 6. SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>Listing with search engines </li></ul><ul><ul><li>www.google.com/addurl </li></ul></ul><ul><li>Google maps ‘ places ’ </li></ul><ul><li>Headers and keyword rich content </li></ul><ul><li>Link structure </li></ul><ul><li>Alt tags </li></ul><ul><li>XML sitemap </li></ul><ul><li>Listing with DMOZ (www.dmoz.org) </li></ul><ul><li>Linking </li></ul><ul><ul><li>Trip Advisor, Travel directories, Travel blogs </li></ul></ul><ul><ul><li>High ranking sites (bizz directories, ref. www.onewaytextlink.com) </li></ul></ul><ul><ul><li>Social media ( ‘ mentions ’ with links) </li></ul></ul><ul><li>301 Redirect </li></ul><ul><li>Monitor linking and ranking </li></ul>
  7. 7. Domain name and SEF URLs <ul><li>Keywords in the domain name </li></ul><ul><li>Possible to redirect multiple domain names to 1 site </li></ul><ul><li>Check availability of domain names </li></ul><ul><ul><li>e.g. www.eurodns.com </li></ul></ul>
  8. 8. Domain name …. and SEF URLs
  9. 9. Domain name …. and SEF URLs
  10. 10. non SEF URL …
  11. 11. Availability of domain names
  12. 12. Assignment 4a Domain names
  13. 13. SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>Listing with search engines </li></ul><ul><ul><li>www.google.com/addurl </li></ul></ul><ul><li>Google maps ‘ places ’ </li></ul><ul><li>Headers and keyword rich content </li></ul><ul><li>Link structure </li></ul><ul><li>Alt tags </li></ul><ul><li>XML sitemap </li></ul><ul><li>Listing with DMOZ (www.dmoz.org) </li></ul><ul><li>Linking </li></ul><ul><ul><li>Trip Advisor, Travel directories, Travel blogs </li></ul></ul><ul><ul><li>High ranking sites (bizz directories, ref. www.onewaytextlink.com) </li></ul></ul><ul><ul><li>Social media ( ‘ mentions ’ with links) </li></ul></ul><ul><li>301 Redirect </li></ul><ul><li>Monitor linking and ranking </li></ul>
  14. 14. Meta tags <ul><li>Title tag </li></ul><ul><ul><li>Company name + most important keywords </li></ul></ul><ul><ul><li>Optimize for max 70 characters </li></ul></ul><ul><ul><li>For every page … </li></ul></ul><ul><ul><li>Visible (Top of browser and SERP) </li></ul></ul><ul><li>Description tag </li></ul><ul><ul><li>Sentences with most important keywords </li></ul></ul><ul><ul><li>Optimize for max 160 characters </li></ul></ul><ul><ul><li>Trigger for users to click </li></ul></ul><ul><ul><li>For every page … </li></ul></ul><ul><ul><li>Visible (in SERP) and bold when the keywords match a user ’ s query… </li></ul></ul>Keyword tag --------------------- Not relevant anymore Example
  15. 15. Meta tags Title Tag Description Tag Trigger to click!
  16. 16. Meta tags Trigger to click! Title Tag Description Tag
  17. 17. SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>Listing with search engines </li></ul><ul><ul><li>www.google.com/addurl </li></ul></ul><ul><li>Google maps ‘ places ’ </li></ul><ul><li>Headers and keyword rich content </li></ul><ul><li>Link structure </li></ul><ul><li>Alt tags </li></ul><ul><li>XML sitemap </li></ul><ul><li>Listing with DMOZ (www.dmoz.org) </li></ul><ul><li>Linking </li></ul><ul><ul><li>Trip Advisor, Travel directories, Travel blogs </li></ul></ul><ul><ul><li>High ranking sites (bizz directories, ref. www.onewaytextlink.com) </li></ul></ul><ul><ul><li>Social media ( ‘ mentions ’ with links) </li></ul></ul><ul><li>301 Redirect </li></ul><ul><li>Monitor linking and ranking </li></ul>
  18. 18. Add url / submit to Google <ul><li>Add new domain / url to Google: </li></ul><ul><li>http://www.google.com/addurl/ </li></ul><ul><li>Also country specific Google databases </li></ul><ul><li>Same goes for XML sitemap </li></ul><ul><li>Tip: use Google Webmaster Tools </li></ul>
  19. 19. Assignment 4b Meta Tags and submit to Google
  20. 20. SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>Listing with search engines </li></ul><ul><ul><li>www.google.com/addurl </li></ul></ul><ul><li>Google maps ‘ places ’ </li></ul><ul><li>Headers and keyword rich content </li></ul><ul><li>Link structure </li></ul><ul><li>Alt tags </li></ul><ul><li>XML sitemap </li></ul><ul><li>Listing with DMOZ (www.dmoz.org) </li></ul><ul><li>Linking </li></ul><ul><ul><li>Trip Advisor, Travel directories, Travel blogs </li></ul></ul><ul><ul><li>High ranking sites (bizz directories, ref. www.onewaytextlink.com) </li></ul></ul><ul><ul><li>Social media ( ‘ mentions ’ with links) </li></ul></ul><ul><li>301 Redirect </li></ul><ul><li>Monitor linking and ranking </li></ul>
  21. 21. Google Maps business listing – ‘ places ’
  22. 22. Google Maps business listing – ‘ places ’
  23. 23. Google Maps business listing – ‘ places ’
  24. 24. Assignment 4c Google Maps
  25. 25. SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>Listing with search engines </li></ul><ul><ul><li>www.google.com/addurl </li></ul></ul><ul><li>Google maps ‘ places ’ </li></ul><ul><li>Headers and keyword rich content </li></ul><ul><li>Link structure </li></ul><ul><li>Alt tags </li></ul><ul><li>XML sitemap </li></ul><ul><li>Listing with DMOZ (www.dmoz.org) </li></ul><ul><li>Linking </li></ul><ul><ul><li>Trip Advisor, Travel directories, Travel blogs </li></ul></ul><ul><ul><li>High ranking sites (bizz directories, ref. www.onewaytextlink.com) </li></ul></ul><ul><ul><li>Social media ( ‘ mentions ’ with links) </li></ul></ul><ul><li>301 Redirect </li></ul><ul><li>Monitor linking and ranking </li></ul>
  26. 26. Headers and keyword rich content <ul><li>Headers (H1) get bigger weight in the ranking…. Include keywords </li></ul><ul><li>Fill your content with keywords </li></ul><ul><li>Be creative and think of derivates and synonyms of popular keywords </li></ul><ul><li>Brainstorm keywords based on your core offerings </li></ul><ul><li>For core offerings: do not only focus on your main activity (e.g. accommodation) but also your services (e.g. snorkeling tour) </li></ul><ul><li>Helpful tool for keyword research: </li></ul><ul><ul><li>https://adwords.google.com/select/KeywordToolExternal </li></ul></ul>
  27. 27. Keyword rich content Related services
  28. 28. Tool for keyword search <ul><ul><li>https://adwords.google.com/select/KeywordToolExternal </li></ul></ul>
  29. 29. Tool for keyword search <ul><ul><li>https://adwords.google.com/select/KeywordToolExternal </li></ul></ul>
  30. 30. Assignment 4d Keywords
  31. 31. SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>Listing with search engines </li></ul><ul><ul><li>www.google.com/addurl </li></ul></ul><ul><li>Google maps ‘ places ’ </li></ul><ul><li>Headers and keyword rich content </li></ul><ul><li>Link structure </li></ul><ul><li>Alt tags </li></ul><ul><li>XML sitemap </li></ul><ul><li>Listing with DMOZ (www.dmoz.org) </li></ul><ul><li>Linking </li></ul><ul><ul><li>Trip Advisor, Travel directories, Travel blogs </li></ul></ul><ul><ul><li>High ranking sites (bizz directories, ref. www.onewaytextlink.com) </li></ul></ul><ul><ul><li>Social media ( ‘ mentions ’ with links) </li></ul></ul><ul><li>301 Redirect </li></ul><ul><li>Monitor linking and ranking </li></ul>
  32. 32. Link structure <ul><li>Navigation bar on all pages essential for users and search engines – to index your pages </li></ul><ul><li>Include hyperlinks in the content to indicate relevance to both users and search engines </li></ul><ul><li>Name hyperlinks effectively: Keywords in the hyperlink text! </li></ul><ul><li>‘ Click here ’ informs the search engine that the topic of the page is ‘ click here ’ …. </li></ul>
  33. 33. Link structure
  34. 34. Submenu Mega menu
  35. 35. <ul><li>Identify relevant links that you plan to use in your navigation menu or content </li></ul>Assignment 4e
  36. 36. SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>Listing with search engines </li></ul><ul><ul><li>www.google.com/addurl </li></ul></ul><ul><li>Google maps ‘ places ’ </li></ul><ul><li>Headers and keyword rich content </li></ul><ul><li>Link structure </li></ul><ul><li>Alt tags </li></ul><ul><li>XML sitemap </li></ul><ul><li>Listing with DMOZ (www.dmoz.org) </li></ul><ul><li>Linking </li></ul><ul><ul><li>Trip Advisor, Travel directories, Travel blogs </li></ul></ul><ul><ul><li>High ranking sites (bizz directories, ref. www.onewaytextlink.com) </li></ul></ul><ul><ul><li>Social media ( ‘ mentions ’ with links) </li></ul></ul><ul><li>301 Redirect </li></ul><ul><li>Monitor linking and ranking </li></ul>
  37. 37. Alt tags Note: Picture title and description are equally important for SEO
  38. 38. SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>Listing with search engines </li></ul><ul><ul><li>www.google.com/addurl </li></ul></ul><ul><li>Google maps ‘ places ’ </li></ul><ul><li>Headers and keyword rich content </li></ul><ul><li>Link structure </li></ul><ul><li>Alt tags </li></ul><ul><li>XML sitemap </li></ul><ul><li>Listing with DMOZ (www.dmoz.org) </li></ul><ul><li>Linking </li></ul><ul><ul><li>Trip Advisor, Travel directories, Travel blogs </li></ul></ul><ul><ul><li>High ranking sites (bizz directories, ref. www.onewaytextlink.com) </li></ul></ul><ul><ul><li>Social media ( ‘ mentions ’ with links) </li></ul></ul><ul><li>301 Redirect </li></ul><ul><li>Monitor linking and ranking </li></ul>
  39. 39. XML site map <ul><li>A list of all the pages on your website </li></ul><ul><li>Dynamically generated </li></ul><ul><li>Helps Google to know about all the pages on your website </li></ul><ul><li>XML file: </li></ul><ul><li>Include every page of your website </li></ul><ul><li>Use protocol / code of www.sitemaps.org </li></ul><ul><li>Use Google Webmaster Tools to submit </li></ul><ul><li>More information </li></ul><ul><li>http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=156184 </li></ul>
  40. 41. SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>Listing with search engines </li></ul><ul><ul><li>www.google.com/addurl </li></ul></ul><ul><li>Google maps ‘ places ’ </li></ul><ul><li>Headers and keyword rich content </li></ul><ul><li>Link structure </li></ul><ul><li>Alt tags </li></ul><ul><li>XML sitemap </li></ul><ul><li>Listing with DMOZ (www.dmoz.org) </li></ul><ul><li>Linking </li></ul><ul><ul><li>Trip Advisor, Travel directories, Travel blogs </li></ul></ul><ul><ul><li>High ranking sites (bizz directories, ref. www.onewaytextlink.com) </li></ul></ul><ul><ul><li>Social media ( ‘ mentions ’ with links) </li></ul></ul><ul><li>301 Redirect </li></ul><ul><li>Monitor linking and ranking </li></ul>
  41. 42. DMOZ
  42. 43. SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>Listing with search engines </li></ul><ul><ul><li>www.google.com/addurl </li></ul></ul><ul><li>Google maps ‘ places ’ </li></ul><ul><li>Headers and keyword rich content </li></ul><ul><li>Link structure </li></ul><ul><li>Alt tags </li></ul><ul><li>XML sitemap </li></ul><ul><li>Listing with DMOZ (www.dmoz.org) </li></ul><ul><li>Linking </li></ul><ul><ul><li>Trip Advisor, Travel directories, Travel blogs </li></ul></ul><ul><ul><li>High ranking sites (bizz directories, ref. www.onewaytextlink.com) </li></ul></ul><ul><ul><li>Social media ( ‘ mentions ’ with links) </li></ul></ul><ul><li>301 Redirect </li></ul><ul><li>Monitor linking and ranking </li></ul>
  43. 44. 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)
  44. 45. <ul><li>Examples of tourism specific directories: </li></ul><ul><li>Adventure.Travel - http://www.adventure.travel (for members of the Adventure Travel Trade Association) </li></ul><ul><li>EcoTour Directory - http://www.ecotourdirectory.com (eco tourism) </li></ul><ul><li>TouristClick.com - http://www.touristclick.com (travel directory) </li></ul><ul><li>Travel Quest - http://www.travel-quest.co.uk (UK travel directory, focused on specialist and adventure holidays) </li></ul><ul><li>Travel Library - http://www.travel-library.com (travel directory) </li></ul><ul><li>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 ’ ) </li></ul><ul><li>YouGoDo! - http://www.yougodo.com (collects tours and activities) </li></ul>Linking / Directories Centre for the Promotion of Imports from developing countries | March, 2011
  45. 46. SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>Listing with search engines </li></ul><ul><ul><li>www.google.com/addurl </li></ul></ul><ul><li>Google maps ‘ places ’ </li></ul><ul><li>Headers and keyword rich content </li></ul><ul><li>Link structure </li></ul><ul><li>Alt tags </li></ul><ul><li>XML sitemap </li></ul><ul><li>Listing with DMOZ (www.dmoz.org) </li></ul><ul><li>Linking </li></ul><ul><ul><li>Trip Advisor, Travel directories, Travel blogs </li></ul></ul><ul><ul><li>High ranking sites (bizz directories, ref. www.onewaytextlink.com) </li></ul></ul><ul><ul><li>Social media ( ‘ mentions ’ with links) </li></ul></ul><ul><li>301 Redirect </li></ul><ul><li>Monitor linking and ranking </li></ul>
  46. 47. Link to high ranking sites
  47. 48. Google toolbar – Page Rank
  48. 49. Google toolbar – Page Rank
  49. 50. <ul><li>Identify portals / directories that you want to submit your site to. </li></ul>Assignment 4F
  50. 51. SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>Listing with search engines </li></ul><ul><ul><li>www.google.com/addurl </li></ul></ul><ul><li>Google maps ‘ places ’ </li></ul><ul><li>Headers and keyword rich content </li></ul><ul><li>Link structure </li></ul><ul><li>Alt tags </li></ul><ul><li>XML sitemap </li></ul><ul><li>Listing with DMOZ (www.dmoz.org) </li></ul><ul><li>Linking </li></ul><ul><ul><li>Trip Advisor, Travel directories, Travel blogs </li></ul></ul><ul><ul><li>High ranking sites (bizz directories, ref. www.onewaytextlink.com) </li></ul></ul><ul><ul><li>Social media ( ‘ mentions ’ with links) </li></ul></ul><ul><li>301 Redirect </li></ul><ul><li>Monitor linking and ranking </li></ul>
  51. 52. SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>Listing with search engines </li></ul><ul><ul><li>www.google.com/addurl </li></ul></ul><ul><li>Google maps ‘ places ’ </li></ul><ul><li>Headers and keyword rich content </li></ul><ul><li>Link structure </li></ul><ul><li>Alt tags </li></ul><ul><li>XML sitemap </li></ul><ul><li>Listing with DMOZ (www.dmoz.org) </li></ul><ul><li>Linking </li></ul><ul><ul><li>Trip Advisor, Travel directories, Travel blogs </li></ul></ul><ul><ul><li>High ranking sites (bizz directories, ref. www.onewaytextlink.com) </li></ul></ul><ul><ul><li>Social media ( ‘ mentions ’ with links) </li></ul></ul><ul><li>301 Redirect </li></ul><ul><li>Monitor linking and ranking </li></ul>
  52. 53. 301 Redirect <ul><li>Include a 301 redirect to avoid duplicate content (which causes problems to search engines) </li></ul><ul><li>1 www versus non-wwww </li></ul><ul><li>http://yourdomain.com redirect to </li></ul><ul><li>http://www.yourdomain.com </li></ul><ul><li>Example: Adventureshop </li></ul><ul><li>2 Extra domain names with your service </li></ul><ul><li>Example: </li></ul><ul><li>ecolodgesgalapagos.com  surtrektours.com.ec </li></ul><ul><li>Adventuretoursecuador  sierraviajes.com.ec </li></ul>
  53. 54. 301 Redirect <ul><li>Further tips </li></ul><ul><li>Employ canonical link tag </li></ul><ul><li>Redirect to relevant sections of </li></ul><ul><li>your website </li></ul><ul><li>Mind your objectives </li></ul>
  54. 55. 301 Redirect
  55. 56. 301 Redirect
  56. 57. SEO success factors <ul><li>Domain name and Search Engine Friendly URLs </li></ul><ul><li>Meta tags </li></ul><ul><li>Listing with search engines </li></ul><ul><ul><li>www.google.com/addurl </li></ul></ul><ul><li>Google maps ‘ places ’ </li></ul><ul><li>Headers and keyword rich content </li></ul><ul><li>Link structure </li></ul><ul><li>Alt tags </li></ul><ul><li>XML sitemap </li></ul><ul><li>Listing with DMOZ (www.dmoz.org) </li></ul><ul><li>Linking </li></ul><ul><ul><li>Trip Advisor, Travel directories, Travel blogs </li></ul></ul><ul><ul><li>High ranking sites (bizz directories, ref. www.onewaytextlink.com) </li></ul></ul><ul><ul><li>Social media ( ‘ mentions ’ with links) </li></ul></ul><ul><li>301 Redirect </li></ul><ul><li>Monitor linking and ranking </li></ul>
  57. 58. Page rank and Link popularity
  58. 59. Page rank and Link popularity
  59. 60. Link popularity
  60. 61. Evaluate your SEO <ul><li>> SEO rank checker </li></ul><ul><li>Example: </li></ul><ul><li>www.mikes-marketing-tools.com/ranking-reports/ </li></ul>
  61. 62. SEO rank checker
  62. 63. And finally …. <ul><li>Don ’ t forget to forget about Flash </li></ul><ul><li>Don ’ t use frames </li></ul>show show
  63. 64. Flash
  64. 65. Frames
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