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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  • 1. Enhancing visibility: Search Engine Optimization
    • Website promotion workshop
    • > Tourism sector
    • January 2012
    • :: Joost van der Kooij
    • :: Alfons van Duijvenbode
    SEO
  • 2.
    • What is SEO
    • SEO success factors
    • Examples
    • Assignments
    Agenda
  • 3. 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 ”
  • 4. 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 …
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. Domain name …. and SEF URLs
  • 9. Domain name …. and SEF URLs
  • 10. non SEF URL …
  • 11. Availability of domain names
  • 12. Assignment 4a Domain names
  • 13. 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
  • 14. 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
  • 15. Meta tags Title Tag Description Tag Trigger to click!
  • 16. Meta tags Trigger to click! Title Tag Description Tag
  • 17. 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
  • 18. 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
  • 19. Assignment 4b Meta Tags and submit to Google
  • 20. 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
  • 21. Google Maps business listing – ‘ places ’
  • 22. Google Maps business listing – ‘ places ’
  • 23. Google Maps business listing – ‘ places ’
  • 24. Assignment 4c Google Maps
  • 25. 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
  • 26. 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
  • 27. Keyword rich content Related services
  • 28. Tool for keyword search
      • https://adwords.google.com/select/KeywordToolExternal
  • 29. Tool for keyword search
      • https://adwords.google.com/select/KeywordToolExternal
  • 30. Assignment 4d Keywords
  • 31. 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
  • 32. 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 ’ ….
  • 33. Link structure
  • 34. Submenu Mega menu
  • 35.
    • Identify relevant links that you plan to use in your navigation menu or content
    Assignment 4e
  • 36. 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
  • 37. Alt tags Note: Picture title and description are equally important for SEO
  • 38. 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
  • 39. 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
  • 40.  
  • 41. 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
  • 42. DMOZ
  • 43. 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
  • 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)
  • 45.
    • 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
  • 46. 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
  • 47. Link to high ranking sites
  • 48. Google toolbar – Page Rank
  • 49. Google toolbar – Page Rank
  • 50.
    • Identify portals / directories that you want to submit your site to.
    Assignment 4F
  • 51. 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
  • 52. 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
  • 53. 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
  • 54. 301 Redirect
    • Further tips
    • Employ canonical link tag
    • Redirect to relevant sections of
    • your website
    • Mind your objectives
  • 55. 301 Redirect
  • 56. 301 Redirect
  • 57. 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
  • 58. Page rank and Link popularity
  • 59. Page rank and Link popularity
  • 60. Link popularity
  • 61. Evaluate your SEO
    • > SEO rank checker
    • Example:
    • www.mikes-marketing-tools.com/ranking-reports/
  • 62. SEO rank checker
  • 63. And finally ….
    • Don ’ t forget to forget about Flash
    • Don ’ t use frames
    show show
  • 64. Flash
  • 65. Frames