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EAN Partner Summit 2011: SEO Best Practices


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EAN Partner Summit 2011: SEO Best Practices

  1. 1. Let’s Talk SEOJeff Slipko
  2. 2. SEO Strategy ManagerWork with affiliates to:Create, review, and brainstorm SEO strategies
  3. 3. What is SEO?➜ Improving visibility of websites in search engines via natural or unpaid (“organic”) search results➜ Can be divided into: ➜ On-site optimization / internal factors ➜ Off-site optimization / external factors
  4. 4. Why Is SEOImportant?
  5. 5. SEO Goals More Traffic Increased Improved Cost Effective Conversion Usability Marketing
  6. 6. SEO Process Keyword Research Content Tracking Development User Promotion Experience & Structure
  7. 7. SEO RankingFactors
  8. 8. Five Tips for aSuccessful SEO Strategy
  9. 9. 1. Site Structure
  10. 10. 2. Quality Content ➜ Original and adds value ➜ Engaging with a WOW factor ➜ Anticipate tasks and assist in performing them ➜ Results in higher rankings, higher conversion, & brand identity
  11. 11. 3. Link BuildingDo Don’t Earn links from highly trusted domains = =Obtain quantity over links quality with too many too fast Create useful content that others will want to link to Having similar and through social media/blogs perfectly optimized anchor text across many links Create something viral (quality links fast!) Links on worthless sites Get links to pages deep in Focus on only a few pages site as well as core pages
  12. 12. 4. Title &Description➜ Compelling and descriptive ➜ Important keywords at beginning➜ Limit tag to 70 characters ➜ Unique title tag per page➜ Large impact on click through rate ➜ Limit description to 150 characters ➜ Use convincing call to action
  13. 13. 5. URL Structure ➜ Helps search engines index pages under target keywordsGood ➜ Place main keywords as close to domain as possible www.your Las-Vegas-Hotels ➜ When changing URL structure, set up 301 redirects from prior URLs to newNot So Goodwww.your
  14. 14. Questions