SEO presentation


Published on

this presentation is an overview of SEO/SEM aimed toward Marketplace Operators who are a part of the WHL network.

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

SEO presentation

  1. 2. Search Engine Optimization - SEO What are we going to achieve now? <ul><li>Define web marketing / SEO </li></ul><ul><li>Set our objective </li></ul><ul><li>Get introduced to the web marketing team </li></ul><ul><li>Clarify the role of WHL versus MPOs in web marketing </li></ul><ul><ul><li>Link building </li></ul></ul><ul><ul><li>Social media </li></ul></ul>
  2. 3. Define Web Marketing <ul><li>Web Marketing involves both o n-site (SEO) and off-site (SEM) optimization on the website to comply with what Search Engines expect in order to increase the organic web page rank. </li></ul><ul><li>For all search engines combined, 60% of users click on natural results and the remaining 40% on PPC ads. </li></ul>Identify your keywords and invest in both organic and PPC for best results
  3. 4. Set our objective <ul><li>Eye-tracking study reveals: </li></ul><ul><li>We click where our eyes dwell </li></ul><ul><li>100% of users click around the F-shaped triangle </li></ul><ul><li>50% to 20% below the red line </li></ul><ul><li>50% to 10% use the top right ads </li></ul>
  4. 5. The Web Marketing Team <ul><li>Nhu and Lan (Vietnam) </li></ul><ul><ul><li>Directory submission </li></ul></ul><ul><ul><li>Social bookmarking </li></ul></ul><ul><ul><li>Link building </li></ul></ul><ul><li>Thieu (Vietnam) </li></ul><ul><ul><li>Reciprocal links page maintenance </li></ul></ul><ul><li>PMs: Jodi, Jen, Rob, Luke, Wallace </li></ul><ul><ul><li>One-way links from non-WHL websites </li></ul></ul><ul><ul><li>Follow up with MPOs </li></ul></ul><ul><li>Content team (Shaun) </li></ul><ul><ul><li>SEO-friendly content </li></ul></ul><ul><ul><li>Content re-writes </li></ul></ul><ul><ul><li>Correct grammar </li></ul></ul><ul><ul><li>Press releases </li></ul></ul><ul><li>Tech team (Tuan) </li></ul><ul><ul><li>Implementation of changes </li></ul></ul><ul><ul><li>Tweaks </li></ul></ul><ul><li>Affiliate team (Adrian) </li></ul><ul><ul><li>Valuable one-way links </li></ul></ul><ul><li>WHL team (in general) </li></ul><ul><ul><li>Identification of opportunities </li></ul></ul><ul><ul><li>Social bookmarking </li></ul></ul><ul><li>And… </li></ul>
  5. 6. The Web Marketing Team <ul><li>MPOs have the biggest role to play </li></ul>Your participation will impact the whole WHL network … and your inactivity is a big loss to everybody else!
  6. 7. WHL’s Role <ul><li>WHL puts and continuously revises the global SEO strategy </li></ul><ul><li>Performs on-site optimization and monitors the industry trends: </li></ul><ul><ul><li>Structured navigation allowing access to subpages from any other page </li></ul></ul><ul><ul><li>Apply SEO-friendly URLs </li></ul></ul><ul><ul><li>Use relevant titles and content (placement of H1, H2, B tags) </li></ul></ul><ul><ul><li>Adjusts keyword density </li></ul></ul><ul><ul><li>Correct grammar and English </li></ul></ul><ul><ul><li>Write unique content </li></ul></ul><ul><ul><li>Ensure all images have their ALT tag description </li></ul></ul><ul><ul><li>Sitemap creation (for website and search engines) </li></ul></ul><ul><ul><li>Add deep linking </li></ul></ul><ul><ul><li>Maintain cross linking in the footers of all websites </li></ul></ul><ul><ul><li>Looking to allow more content in the new platform </li></ul></ul>
  7. 8. WHL’s Role cont’d <ul><li>Off-site optimization includes: </li></ul><ul><ul><li>Automatic submission to search engines and directories </li></ul></ul><ul><ul><li>Running startup PPC campaign </li></ul></ul><ul><ul><li>Social bookmarking </li></ul></ul><ul><ul><li>Testing and experimentation of new tools </li></ul></ul><ul><ul><li>Affiliate deals </li></ul></ul><ul><ul><li>Monitoring of position on Google search results pages </li></ul></ul><ul><ul><li>SEO support to MPOs via Skype/email/phone </li></ul></ul><ul><ul><li>Cross promotion of MPO websites from </li></ul></ul><ul><ul><li>Press releases </li></ul></ul><ul><li>However WHL cannot afford to concentrate on a particular MPO website. This service is offered by WHL Consulting. </li></ul>
  8. 9. MPO’s Role
  9. 10. MPO’s Role cont’d
  10. 11. MPO’s Role cont’d <ul><li>Having high quality inbound links can account for more than 75% of your search engine ranking success </li></ul><ul><li>It reflects your website’s popularity and authority </li></ul><ul><li>3 types of links: </li></ul>.edu <ul><ul><li>One way links </li></ul></ul>.com .com .gov blogs <ul><ul><li>Deep links </li></ul></ul><ul><ul><li>Cross links </li></ul></ul>
  11. 12. (Google PageRank) <ul><li>PageRank as defined by Google : PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves &quot;important&quot; weigh more heavily and help to make other pages &quot;important&quot;. </li></ul>
  12. 13. MPO’s Role – How to link <ul><li>Decide on your keywords and focus on a niche market if your destination is very competitive (ex: Lisbon and Yerevan). </li></ul><ul><li>Use </li></ul><ul><li>Choose a domain name containing your key-phrase </li></ul><ul><ul><li> << Bad domain for hotels in Dubai </li></ul></ul><ul><ul><li> << Prime domain </li></ul></ul><ul><li>Use anchor tags with key-phrase to request or post links </li></ul><ul><ul><li>Hotels in Tirana  </li></ul></ul><ul><ul><li>Tirana tours  </li></ul></ul><ul><ul><li>Tirana weather  </li></ul></ul>
  13. 14. MPO’s Role – Linking tips <ul><li>Research authority websites and ask for a link or beg for it if necessary! </li></ul><ul><ul><li>.edu </li></ul></ul><ul><ul><li>.gov </li></ul></ul><ul><ul><li>Newspapers </li></ul></ul><ul><ul><li>Local directories </li></ul></ul><ul><ul><li>Old websites </li></ul></ul><ul><li>Use to monitor blogs. Example “ ski dubai ” </li></ul><ul><li>Use your competitors </li></ul><ul><li>Add your site to Approximately $180 for more than 1000 directories </li></ul><ul><li>Exchange one-way links with MPOs using your non-WHL websites </li></ul>
  14. 15. MPO’s Role - Social Marketing <ul><ul><li> </li></ul></ul><ul><ul><ul><li>Create an account </li></ul></ul></ul><ul><ul><ul><li>Participate by bringing value to the user </li></ul></ul></ul><ul><ul><ul><li>Show up regularly </li></ul></ul></ul><ul><ul><li>Social bookmarking: </li></ul></ul><ul><ul><ul><li>Use the social bookmark button to promote your top selling hotels and tours </li></ul></ul></ul><ul><ul><ul><li>Write reviews </li></ul></ul></ul><ul><ul><ul><li>Invite your friends to use it </li></ul></ul></ul><ul><ul><li>Get familiar with Twitter ( ) as we’re planning to feed your destination-related updates on your websites </li></ul></ul>
  15. 16. More tips… <ul><li>Quick guide to web marketing </li></ul><ul><li>Monthly SEO newsletter on hawksnest </li></ul><ul><li>Ask for help: </li></ul><ul><li>[email_address] </li></ul><ul><li>Skype: esk1mox </li></ul><ul><li> </li></ul>
  16. 17. Questions and answers <ul><li>The floor is YOURS…. </li></ul>
  17. 18. <ul><li>Thank you </li></ul>