How do search engines find your site, by Jan Klin

1,403 views

Published on

SEO for tourism businesses

Published in: Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,403
On SlideShare
0
From Embeds
0
Number of Embeds
14
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • How do search engines find your site, by Jan Klin

    1. 1. <ul><li>How Do Search Engines Find Your Site? </li></ul><ul><li>Jan Klin </li></ul><ul><ul><li>Jan Klin & Associates </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>www.janklin.com </li></ul></ul><ul><ul><li>01928 788100 </li></ul></ul>
    2. 2. <ul><li>33% of internet users perceive a company in the top search engine rankings to be a major brand </li></ul><ul><li>Source: iProspect search engine branding survey </li></ul><ul><li>Remember though – conversions are the key – quality not quantity! </li></ul>Search Marketing
    3. 3. Pay Per Click Advertising 33% of internet users perceive a company in the top search engine rankings to be a major brand Source: iProspect search engine branding survey
    4. 4. New Advertiser Advertiser at position 1 Advertiser at position 2 Advertiser at position 3 Advertiser at position 4 Bidding In Reality Bid price of £0.50 Bid price of £0.40 Bid price of £0.30 Bid price of £0.20 100 click throughs 75 click throughs 50 click throughs 25 click throughs Position 3 Bid price of £0.35 50 click throughs Payment of £0.31 per click, up to £0.35 ALSO – advert and ‘landing page’ effectiveness are also important
    5. 5. www.royaldubai.co.uk – PPC then SEO
    6. 6. How pay-per-click works Search Term Research & Targeting Drives Quantities of Leads Title & Description Targeting Drives Quality of Leads Landing Page Targeting Drives Conversions
    7. 7. <ul><li>33% of internet users perceive a company in the top search engine rankings to be a major brand </li></ul><ul><li>Source: iProspect search engine branding survey </li></ul><ul><li>Remember though – conversions are the key – quality not quantity! </li></ul>Search Marketing
    8. 8. https://adwords.google.co.uk/select/KeywordToolExternal
    9. 9. https://adwords.google.co.uk/select/KeywordToolExternal
    10. 10. The ad links directly To the relevant landing page Choose titles and descriptions That are relevant to the search Repeat search terms in the ad
    11. 11. Using the Content Network <ul><li>Use Google content network </li></ul><ul><li>Focus on what you can do at the hotel </li></ul><ul><ul><li>Scrabble, walks etc </li></ul></ul><ul><li>Ad appeared on Facebook and caused huge traffic spike </li></ul>
    12. 12. Best click-through rates for Figleaves <ul><li>Bidding on 250 search terms to start with, Figleaves wanted to attract as many customers as possible – including those who knew specifically what they wanted (ie. searching for ‘ Wonderbra ’ ) and those who were less certain (ie. ‘ lingerie ’ ). </li></ul><ul><li>Figleaves now bids on over 6,000 search terms and is an integral part of the marketing strategy, running 365 days a year. </li></ul>“ Yahoo provides new customers with higher conversion rates and better click-through rates than any other medium.” Claire White, Marketing Services Manager, Figleaves <ul><li>Potential customers are now targeted at the moment they are actively searching for lingerie online. </li></ul>
    13. 13. <ul><li>33% of internet users perceive a company in the top search engine rankings to be a major brand </li></ul><ul><li>Source: iProspect search engine branding survey </li></ul><ul><li>Remember though – conversions are the key – quality not quantity! </li></ul>Search Engine Optimisation - SEO
    14. 14. The Spidering Process
    15. 15. HTML Sitemap
    16. 16. <ul><li>The right keywords or keyphrases are the starting point for our strategy </li></ul><ul><li>Traffic from a variety of uncommon phrases? </li></ul><ul><ul><li>Eg ‘luxury bed and breakfast Grasmere’ </li></ul></ul><ul><ul><li>‘ conference venue kendal’ </li></ul></ul><ul><ul><li>‘ south lakeland food products </li></ul></ul><ul><ul><li>’ wedding venue lancs’ </li></ul></ul><ul><li>One big win on a major phrase? </li></ul><ul><ul><li>Eg ‘Hotels in Lancashire’ </li></ul></ul>Start with your Keyphrase Analysis
    17. 17. https://adwords.google.co.uk/select/KeywordToolExternal
    18. 18. https://adwords.google.co.uk/select/KeywordToolExternal
    19. 19. www.digitalpoint.com
    20. 20. Content is King <ul><li>There is no substitute for good ‘keyword rich’ content </li></ul><ul><ul><li>At least 200-250 words </li></ul></ul><ul><ul><li>Placed as near the top of the page as possible </li></ul></ul><ul><li>Add new relevant content as often as you can </li></ul><ul><ul><li>Use pdf’s, word documents </li></ul></ul><ul><ul><li>New pages with related content – eg history, background, instructions </li></ul></ul><ul><ul><li>Integrated Blog, forum, ‘community’ </li></ul></ul><ul><ul><li>Become an ‘authority site’ </li></ul></ul>
    21. 21. www.aadrvarksafaris.com
    22. 23. www.rosehillhousehotel.co.uk keyword density of 5%
    23. 24. Examine the Google Cache
    24. 25. The ‘Title’ Tag – ‘view’, ‘source ’
    25. 26. example – www.crockwellfarm.co.uk <ul><ul><li>Different metatags and associated content on different pages – multiple access to different parts of the site </li></ul></ul>
    26. 27. Link Building Strategies – directories, travel sites…. <ul><li>Why is link building important? </li></ul><ul><li>1. Links from other sites to ours generate traffic for us </li></ul><ul><ul><li>Eg A reference from a directory such as Yell.com will lead people directly to us </li></ul></ul><ul><li>2. It is an important factor in our search engine rankings </li></ul><ul><ul><li>The more links the more important we are for search engines </li></ul></ul>
    27. 28. www.iknow-northwest.co.uk
    28. 29. Directories <ul><li>Will be a major source of business for you </li></ul><ul><li>Register with as many free ones as possible </li></ul><ul><li>Actually – they will find you </li></ul><ul><li>DON’T – pay for any without a track record </li></ul><ul><li>Get free trial – 6 months to 1 year and measure response </li></ul>
    29. 30. Finding Directories <ul><li>Travel Directories, Accommodation Directories </li></ul><ul><ul><li>http://www.visitchester.com/ </li></ul></ul><ul><ul><li>www.iknow-northwest.co.uk </li></ul></ul><ul><li>General Directories – eg Yell </li></ul><ul><li>Directories/sites which will send you traffic on a commission basis </li></ul><ul><ul><li>Eg Travelclick/ihotelier </li></ul></ul><ul><li>Tourist Authority Directories – eg www.golakes.co.uk </li></ul>
    30. 31. http://www.britainsfinest.co.uk/
    31. 32. There are many directories
    32. 33. http://www.visitchester.com/
    33. 34. Cheshire & Warrington Official Web site
    34. 35. Finding Directories <ul><li>Smoothhound, AA, UKBeb, stayinstyle etc, etc </li></ul><ul><li>Hundreds of them – how do we find them? </li></ul>
    35. 36. Golakes – top for search on ‘lake district hotels’
    36. 37. Top Google rankings …Strategy and Process <ul><li>1. Strategic selection of keyphrases </li></ul><ul><li>2. Build Content around keyphrases on webpages </li></ul><ul><ul><li>Utilise correct ‘keyword density’ </li></ul></ul><ul><li>3.Optimise metadata for the keyphrases </li></ul><ul><li>4. Build Backlinks to your site (ie Directory entries!) </li></ul>
    37. 38. Google Local Business Centre – Local Search <ul><li>Address details on optimised (home) page </li></ul><ul><li>Geo info in ‘title’ tag </li></ul><ul><li>Entry in local directories – eg Yell </li></ul><ul><li>Entry in Tripadvisor if you are a hotel </li></ul>
    38. 41. <ul><li>Thank You </li></ul><ul><li>[email_address] </li></ul><ul><li>01928 788100 </li></ul>
    39. 42. A Final Checklist <ul><li>Ensure you have an effective web presence </li></ul><ul><ul><li>Own website </li></ul></ul><ul><ul><li>Use of directories </li></ul></ul><ul><li>Get registered with as many (free) directories as you can – text entries, web pages </li></ul><ul><li>Ensure your site is referenced on all your marketing literature </li></ul><ul><ul><li>Business cards, brochures etc </li></ul></ul><ul><li>If you have your own website – engage in search marketing techniques – optimisation and possibly pay per click </li></ul><ul><li>Consider regular emailing </li></ul>

    ×