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Advanced SEO for Vacation Rentals

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Advanced SEO presentation given to Vacation Rental Managers Association at the VRMA National Conference 2011 in Orlando Florida. …

Advanced SEO presentation given to Vacation Rental Managers Association at the VRMA National Conference 2011 in Orlando Florida.


Topics include:
-Vacation Rental Industry Benchmark Data, Website Size, Duplicate Content, Website Speed, Google Analytics, Linking factors Online Reviews, Schema coding, Social Indicators, Brand Factors, User Signals, Google Adwords, and Google +

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Transcript

  • 1. Blizzard University
    Advanced SEO
    By Trent Blizzard, PresidentBlizzard Internet Marketing, Inc
    www.blizzardinternet.com
  • 2. How Important is SEO?
    Using BlizzardTracker.com – 129 Vacation Rental Websites
    Organic Search drives 43% of Website Traffic.
  • 3.
  • 4. Size Matters
    The average website has 405 pages that received inbound organic search traffic
  • 5. Large Websites Outperform
    The average website received 2 (or more) visitors from 776 unique keyword phrases.
    • Single visitor keyword phrases 2,162
    • 6. Average # of keyword phrases per page: 10
    • 7. Average # of visits per page from search: 30
  • Duplicate Content
    The top SEO issue in the Vacation Rental Industry
    Sharing your property descriptions with Distribution and Channel partners undermines your website.
    • The solution in NOT to stop sharing
    • 8. The solution is to write original descriptions for your website
    Tools to check your photos and images:
    • BlizzardLINK.com/25
    • 9. BlizzardLINK.com/26
    • Website Speed is a new component of algorithm
    • 10. andimpacts your conversion rates too
    • 11. Extremely slow loading websites are penalized
    • 12. Google Website Speed Tool: BlizzardLINK.com/1
    • 13. Google Analyticstracksyourwebsite speed.
    • 14. Addthissnippet to track: _trackPageLoadTime();
    • 15. Site Speed Overview from Google: BlizzardLINK.com/6
    Website Speed
  • 16.
  • 17.
  • 18.
    • Understand “Keyword Theme” is available in:
    • 19. Anchor text
    • 20. Theme of linking page
    • 21. Theme of linking website – “Hubs” or “Authority Sites”
    • 22. Internal links
    • 23. Understand Quality and Trust:
    • 24. Domain level PageRank of website linking to you
    • 25. Page level PageRank of webpage linking to you
    • 26. Understand Diversity:
    • 27. Diversity of websites
    • 28. Diversity of C-blocks
    Link Components of Algorithm
  • 29.
    • SEOmoz research on Google’s algorithm and the role of links:
    • 30. BlizzardLINK.com/7
    • 31. Search in Google “link:www.yourcompetitordomain.com”
    • 32. Open Site Explorer: BlizzardLINK.com/a
    • 33. Yahoo Site Explorer: BlizzardLINK.com/8
    • 34. Majestic SEO: BlizzardLINK.com/9
    • 35. Google Webmaster Tools (for your website) BlizzardLINK.com/b
    • 36. 10 Good Links for VRMs Blizzard Recommends: BlizzardLINK.com/23
    Link Resources
  • 37. Are You Tracking Online Reservations using the E-Commerce Feature?
    New Features:
    • Multi Channel Referrer
    • 38. Google Webmaster Tools Shows Query Data
    • 39. New “Who’s On Now” Report
    Google Analytics
  • 40.
  • 41.
  • 42.
  • 43. 5/6/2009
  • 44. 5/6/2009
  • 45. The world of Online Reviews is changing.
    • Google (Yahoo and Bing) leading the charge
    • 46. Don’t Justuse just Flipkey and TripAdvisor
    • 47. Use Google Places.
    • 48. EyeTracking Example: BlizzardLINK.com/24
    • 49. Google Places Tips:
    • 50. Achieve 100% score
    • 51. Get more reviews
    • 52. Develop plan to put original and non-duplicate reviews into your website
    • 53. Code them so they can be read by Search Engines
    Reviews
  • 54. Schema is a new way to code your html that was created collaboratively by Google, Bing and Yahoo.
    Use it especially for:
    • Your contact info (name, address, phone, email, etc)
    • 55. Your Reviews
    • 56. Learn more at BlizzardLINK.com/n
    2012: Schema
  • 57. Growing Evidence that Social Indicators can impact your rankings
    Research at: BlizzardLINK.com/7
    Consider creating strategies to increase:
    # of Facebook Shares
    # of Facebook Likes and Comments
    # of +1s
    2012: Social Indicators
  • 58. Google Plus Does NOT have a business outlet yet
    • Equivalent of “Like” but at web-page level
    • 59. Affects search results of you and your circle
    What you should do:
    • Enable +1 sharing in your website
    • 60. Start a personal account to get comfortable with it
    • 61. See if “Hangout” offers you anything
    • 62. Wait for the inevitable business components to be rolled out.
    2012: Google Plus
  • 63.
    • Start Here: tips for newbies: http://www.blizzardlink.com/2
    • 64. How to add a +1 button to your website: http://www.blizzardlink.com/3
    • 65. Google Plus impacting search: http://www.blizzardlink.com/4
    • 66. Sample of upcoming Google+ Business page: http://www.blizzardlink.com/5
    2012: Google Plus Resources
  • 67. The concept of Brand is important to Google. Potential Brand Quality indicators:
    Presence of Brand social indicators in Facebook, LinkedIn, Twitter, Google+
    Google Places
    Reviews
    Press Releases
    Videos
    # of Brand searches by consumers
    “Halo” effect of distribution
    Domain Registration information
    Security Certificates
    Consistency of phone numbers and addresses
    2012: Brand Factors
  • 68. Google can measure how happy are users are with your website:
    Your Click-Thru-Rate in Search Results.
    Your Bounce Rate, Average Time on Site and # pages viewed
    Usage of video
    Some Indicators you control:
    How fast your website loads
    Broken Links
    Misspelled Words / Poor Grammar
    Hard to read text
    2012: Users Signal