Optimising Your Online Potential


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I presented "How to optimize your online presence" at the Staffordshire and Leicestershire annual tourism conferences

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Optimising Your Online Potential

  1. 1. Optimising your online potential<br />Twitter: @steveprimecloud<br />Email: steve@primecloud.co.uk<br />Url: www.primecloud.co.uk<br />
  2. 2. Why the Web is so important...<br />
  3. 3. Get the website “Basics” right<br />easy to navigate Menus<br />Invest in clear & clean design<br />know the purpose of your site<br />keep your messages simple <br />not too much text. <br />good Imagery<br />Test your website on colleagues, friends & family before launching it...<br />
  4. 4. Improving Your Website<br /><ul><li>KISS: can you tell me what you do quickly and clearly?
  5. 5. Highlight Your Phone Number!
  6. 6. Improve your images!
  7. 7. Give clear directions: Embed a Google Map
  8. 8. Signup to a Google account. It’s free!
  9. 9. Google Analytics. Local Business Directory. Gmail. Adwords. </li></li></ul><li>Importance of Search<br /><ul><li>Google has approx 70% of UK search market.
  10. 10. Followed by Youtube (also owned by Google).
  11. 11. Yahoo & Bing (MS) have done a technology deal – sharing search algorithms – meaning that #2 and #3 in Search are now collaborating to compete with Google.
  12. 12. An average travel search is 13 searches over 31 days looking at 26 sites.
  13. 13. Consider advertising (banner and PPC) as well as SEO - 54% improvement in conversion if you get both on a page (Source: Microsoft 2008)</li></li></ul><li>Natural / SponsoredSearch Results<br />SPONSORED RESULTS<br />NATURAL RESULTS<br />
  14. 14. Keyword Mapping<br />Each section of the website needs a unique set of keywords.<br />Each page within a section needs a unique set of keywords<br />Decide on 3 or 4 primary key phrases per page<br />
  15. 15. Keywords & Key phrases<br />Creating a keyword list<br />What keywords would you use to find a product or service like yours?<br />What keywords would your grandmother use to find a product or service like yours?<br />What keywords do your competitors use?<br />What keywords have brought visitors to the site in the past?<br />What keywords have led to goal conversions, e.g. newsletter signups or bookings?<br />Warning: not an exact science!<br />
  16. 16. Where to Place Keywords<br />Page Mark-Up<br />URL<br />Page title<br />Meta tags<br />Content<br />Headings<br />Text<br />Alt text in links and images<br />Link titles<br />
  17. 17. Using Keywords in the URL<br />Page names to include main keywords. <br />Example: When optimising a page for the keyword ‘attractions in staffordrshire’, the URL should include this as a folder or page name. www.visitengland.co.uk/attractions/staffordshire.asp<br />
  18. 18. Using Keywords in Headings<br />Make sure your keywords are always included in headings <h1>, <h2>, <h3><br />Make sure you edit headings properly – don’t just use a bigger font size, make sure they are marked as headings! <br />
  19. 19. Using Keywords in the Keywords Meta Tags<br />Best practice: <br />Include 10 to 15 highly relevant keywords. <br />Use keywords that are unique to the specific page.<br />Use commas to separate keywords <br />Embed keywords within ALT tags <br />(behind images)<br />
  20. 20. Using Keywords in the Content<br />Content length: 200-400 words for landing pages!<br />The art is to create text that flows while still including a high number of specific keywords.<br />Text from offline publications will have to be rewritten to include major keywords. <br />
  21. 21. Keywords in Link titles <br />Never use ‘Click here.’ ‘Here’ is NOT a keyword!<br />Instead, use phrases: <br />Find out more about attractions in Staffordshire. <br />Enter our competition to win a short break in The Potteries. <br />
  22. 22. Then. Think about Link Building<br /><ul><li>The web is built on links – that's what makes it a web!
  23. 23. Actively seek out natural links to your site – the more connected you are the better your rankings will be and the easier it will be for people to find you.
  24. 24. Don’t be frightened of adding links to other sites – Outward Links add value to your customers and help with SEO.</li></li></ul><li>Put a video on YouTube...<br />
  25. 25. User Generated Content (UGC)<br /><ul><li>Quality and Relevance of information:</li></ul> – only 14% of visitors trust professionally written ‘brochure-ware’. Almost 80% trust UGC. <br /><ul><li>Your credibility is reinforced by onsite UGC.
  26. 26. Don’t be afraid of user content, encourage visitors to write about their experiences.
  27. 27. Best to work with partner sites to generate UGC as getting people to input direct to your site is difficult.</li></li></ul><li>User Generated Content (UGC)<br />
  28. 28.
  29. 29. Consider Pay Per Click Advertising (PPC)<br />Also. Sign up for Google “Local Business Centre” and appear on Google Maps...<br />
  30. 30. Take the plunge into e-commerce<br /><ul><li>What is your “Call to Action”?
  31. 31. Make an Online Booking.
  32. 32. Add to Shopping Basket.
  33. 33. Purchase E-Tickets. </li></li></ul><li>Guestlink Web Bookings<br /><ul><li>Availability is displayed and booked on a provider’s own website.</li></li></ul><li>Content Distribution<br />
  34. 34. Steve’s Top 10 Tips<br /><ul><li>Make sure you’ve got your website “Basics” right.
  35. 35. Search Engine Optimisation. Ensure 3 – 4 key phrases are targeted for each page - focusing on page titles, headings, text, folder names and URLs.
  36. 36. Don't fret about your Page Rank!
  37. 37. Actively seek out relevant in-bound links to your site. Trade links with other local businesses.
  38. 38. Embrace UGC. Don’t be afraid of Feedback. Link to TripAdvisor for User Reviews of your Hotel or Attraction.</li></li></ul><li>Steve’s Top 10 Tips<br /><ul><li>Sign up for Google – use “Local Business Centre” to appear on Google Maps.
  39. 39. Use PPC advertising – Google Adwords - to drive targeted traffic to your site promoting short seasonal or thematic campaigns.
  40. 40. Put a Video on YouTube…
  41. 41. Get Seen in the Right Places, like EnjoyEngland
  42. 42. Take the plunge into e-commerce!</li></ul>Guestlink Web Bookings. Shopping Basket. E-tickets.<br />
  43. 43. Thank You<br />Any questions?....<br />