3. How Search Engines Work
Algorithmic Search “bots” (a.k.a. spiders) crawl
the web organizing the world’s information
Next they index and rank all sites based on a
secret algorithm
However, it is know they look at:
Site Architecture
Content
Links
4. How Search Engines Work
Your site’s popularity is based on excelling in all
three areas
Also, context will always help you rank higher
Who is linking to your site
Does your content enrich the consumer experience
5. Topics
Based on us knowing what the search “bots”
look for, let’s dig into best practices for the
following:
Content
Keyword/Keyphrase selection
Site Architecture
Links
6. Content
Content is the key to success. When
optimizing a web page for keywords, it is
crucial that the content on that page
support those keywords
Strong content also leads to natural
linking
7. Time Tested Content Rules
Most important keywords need to appear near the top of
the page
Segments of content should not repeat across web
pages
Do not hide text or use very small text on a web page
8. Time Tested Content Rules
Keep it updated and fresh on a regular basis
Keywords should be mentioned twice
The most important keyword is usually associated with
home page
Links add relevancy
9. Keyword Selection
Brainstorm a starting list of terms
Use provided tools to expand list
Cull your list to eliminate keyphrases that don’t fit
Balance list
Include competitive and less competitive words
Browsing keywords and buying keywords
Highly specific and less specific keyphrases
Review internal search logs and look for phrases most often
used
Assign 2-3 keyphrases per page
10. Keyword Selection
Most importantly- walk in your customers’
shoes
It’s not the keyphrases that you use to describe your
business. It is the keyphrases your prospective
customers use.
11. Keyword Selection
Use specific words at each stage of sales
process
Educate/information search
Shopping/evaluation of alternatives
Sale/purchase decision
Keep this in mind- if keyphrases relate
only to information, you will be flooded
with browsers, not desired consumers
primed to respond.
12. Important Considerations
Pick based on relevance to content
Consumers get upset when selecting phrase on “rental
cars” and end up on “rental trucks”
Match keyphrases to “page intent” to ensure
correct buyer behavior
Is the page to educate or sell?
Again, match your keyphrase to your audience
and customers, not how you describe yourself or
business
13. Converting to Booked Trips
Call to action and conversion language
“Reserve your adventure today”
“Book your trip today”, “Call today”
The consumer came looking for your
specific trips- convert to a sale
16. Google Suggestions
Make a site with a clear hierarchy and text links.
Every page should be reachable from at least
one static text link
Offer a site map to your users with links that
point out the important parts of your site
Use alt attribute to provide descriptive text. In
addition, we recommend using a human-
readable caption and descriptive text around the
image
18. Site Architecture Should Include…
Headlines
Meaningful sub-headings
Bulleted lists
Headers: one idea per paragraph
Content arrangement: inverted pyramid
Don’t wait until the end to tell best part of story
19. Homepage
Homepages should have clear instruction
What you are selling should be clear
Most important real estate on your site
Use it wisely
20. Category page
Established hierarchy of categories
Clear, viewable product links
Clear images of trip with text description
Walk in consumers shoes- they may not know
significance of photo or how it relates to trip
Alt text, captions, and labels
21. Product Pages
Product specific content
Detailed information
Include outgoing links within the copy to enrich
consumer knowledge
Will also add to your Google ranking
Insure the buy button has a call to action
“Book your Trip Today”- as an example
A photo of someone smiling placed next to the button
also proves to be highly effective. Seriously!
22. Call to Action- a few tips
Increase the size and prominence of the
“call to action” button
Make “call to action” button obvious and
distinctive
23. Call to Action- a few more tips
If page is long repeat call to action on the lower
page
A web site is a sales tool, so don’t shy away
from compelling offers
Discounts
Free gifts
Book two trips get one free
Look at what competition is offering
24. Building Trust…its all about transparency
Clearly state privacy policy
Address and phone
Trip reviews and awards
Trust Seal of Approval (either one is fine)
Trust is one of the key factors in establishing positive
relationships with customers on the web- Intel/MIT study
26. Why Links Are Important
Links help search engines find your site
Links give your site context
Are you associated with the industry leaders?
An incoming link reflects someone respects
your site- they value what you are doing
An outgoing link can provide both consumers
and the search “bots” with value
27. Link Building Approach
Links need to be looked at like business
partnerships
Someone is staking their relationship on
you and vice versa
How to acquire links
Ask for them
Buy them
Earn them
28. How to Earn Links
Articles
Press releases
Photo Galleries
Become industry expert
Earned links bring best results
