4 5 enhancing visibility seo [day 1-module 4- day2-module1]
TRANSCRIPT
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Enhancing visibility:Search Engine Optimization
Website promotion workshop> Tourism sector
January 2012:: Joost van der Kooij
:: Alfons van Duijvenbode
SEO
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• What is SEO• SEO success factors• Examples• Assignments
Agenda
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Search Engine Marketing
“… A form of internet
marketing that seeks to promote websites by increasing visibility in search engine result pages (SERPs)
SEM methods include• SEO• Paid listings (Adwords)
Source: Forrester, 2011
“Natural search brings 61% of website visitors”
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Search Engine Optimization (SEO)
“ … process of designing and
improving a website so it ranks high in search engine results when someone who doesn’t know your business searches for the services or products you offer …
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SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
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SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
![Page 7: 4 5 enhancing visibility seo [day 1-module 4- day2-module1]](https://reader036.vdocument.in/reader036/viewer/2022070315/5554810db4c90548358b4c30/html5/thumbnails/7.jpg)
Domain name and SEF URLs
• Keywords in the domain name• Possible to redirect multiple domain
names to 1 site• Check availability of domain names
• e.g. www.eurodns.com
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Domain name …. and SEF URLs
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Domain name …. and SEF URLs
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non SEF URL …
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Availability of domain names
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Assignment 4a Domain names
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SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
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Meta tags• Title tag
• Company name + most important keywords
• Optimize for max 70 characters
• For every page …
• Visible (Top of browser and SERP)
• Description tag• Sentences with most important keywords
• Optimize for max 160 characters
• Trigger for users to click
• For every page …
• Visible (in SERP) and bold when the keywords match a user’s query…
Keyword tag---------------------Not relevant anymore
Example
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Meta tags
Title Tag
Description Tag
Trigger to click!
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Meta tags
Title Tag
Description Tag
Trigger to click!
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SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
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Add url / submit to Google
• Add new domain / url to Google:• http://www.google.com/addurl/• Also country specific Google databases• Same goes for XML sitemap• Tip: use Google Webmaster Tools
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Assignment 4b Meta Tags and submit to Google
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SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
![Page 21: 4 5 enhancing visibility seo [day 1-module 4- day2-module1]](https://reader036.vdocument.in/reader036/viewer/2022070315/5554810db4c90548358b4c30/html5/thumbnails/21.jpg)
Google Maps business listing – ‘places’
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Google Maps business listing – ‘places’
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Google Maps business listing – ‘places’
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Assignment 4c Google Maps
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SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
![Page 26: 4 5 enhancing visibility seo [day 1-module 4- day2-module1]](https://reader036.vdocument.in/reader036/viewer/2022070315/5554810db4c90548358b4c30/html5/thumbnails/26.jpg)
Headers and keyword rich content
• Headers (H1) get bigger weight in the ranking…. Include keywords
• Fill your content with keywords• Be creative and think of derivates and synonyms of popular
keywords• Brainstorm keywords based on your core offerings• For core offerings: do not only focus on your main activity (e.g.
accommodation) but also your services (e.g. snorkeling tour)• Helpful tool for keyword research:
• https://adwords.google.com/select/KeywordToolExternal
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Keyword rich content
Related services
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Tool for keyword searchhttps://adwords.google.com/select/KeywordToolExternal
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Tool for keyword searchhttps://adwords.google.com/select/KeywordToolExternal
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Assignment 4d Keywords
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SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
![Page 32: 4 5 enhancing visibility seo [day 1-module 4- day2-module1]](https://reader036.vdocument.in/reader036/viewer/2022070315/5554810db4c90548358b4c30/html5/thumbnails/32.jpg)
Link structure
• Navigation bar on all pages essential for users and search engines – to index your pages
• Include hyperlinks in the content to indicate relevance to both users and search engines
• Name hyperlinks effectively: Keywords in the hyperlink text!
• ‘Click here’ informs the search engine that the topic of the page is ‘click here’ ….
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Link structure
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Submenu
Mega menu
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Assignment 4e
Identify relevant links that you plan to use in your navigation menu or content
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SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
![Page 37: 4 5 enhancing visibility seo [day 1-module 4- day2-module1]](https://reader036.vdocument.in/reader036/viewer/2022070315/5554810db4c90548358b4c30/html5/thumbnails/37.jpg)
Alt tags
Note:Picture title and description are equally important for SEO
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SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
![Page 39: 4 5 enhancing visibility seo [day 1-module 4- day2-module1]](https://reader036.vdocument.in/reader036/viewer/2022070315/5554810db4c90548358b4c30/html5/thumbnails/39.jpg)
XML site map
• A list of all the pages on your website• Dynamically generated • Helps Google to know about all the pages on your website
XML file: • Include every page of your website • Use protocol / code of www.sitemaps.org• Use Google Webmaster Tools to submit
More information• http://www.google.com/support/webmasters/bin/
answer.py?hl=en&answer=156184
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SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
![Page 42: 4 5 enhancing visibility seo [day 1-module 4- day2-module1]](https://reader036.vdocument.in/reader036/viewer/2022070315/5554810db4c90548358b4c30/html5/thumbnails/42.jpg)
DMOZ
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SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
![Page 44: 4 5 enhancing visibility seo [day 1-module 4- day2-module1]](https://reader036.vdocument.in/reader036/viewer/2022070315/5554810db4c90548358b4c30/html5/thumbnails/44.jpg)
Trip advisor, travel directories, blogs
“ … 33% of leisure
travelers changed their hotels based on what they read on blogs or other travel related community sites (Forrester Research)
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Examples of tourism specific directories: Adventure.Travel - http://www.adventure.travel
(for members of the Adventure Travel Trade Association)
EcoTour Directory - http://www.ecotourdirectory.com (eco tourism)
TouristClick.com - http://www.touristclick.com (travel directory)
Travel Quest - http://www.travel-quest.co.uk (UK travel directory, focused on specialist and adventure holidays)
Travel Library - http://www.travel-library.com (travel directory)
Yahoo Travel - http://travel.yahoo.com(travel guides about destinations, travel plans, shows paid links by keywords and provides the option to compare rates with its ‘FareChase’)
YouGoDo! - http://www.yougodo.com (collects tours and activities)
Linking / Directories
Centre for the Promotion of Imports from developing countries | March, 2011
45
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SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
![Page 47: 4 5 enhancing visibility seo [day 1-module 4- day2-module1]](https://reader036.vdocument.in/reader036/viewer/2022070315/5554810db4c90548358b4c30/html5/thumbnails/47.jpg)
Link to high ranking sites
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Assignment 4F
Identify portals / directories that you want to submit your site to.
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SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
![Page 50: 4 5 enhancing visibility seo [day 1-module 4- day2-module1]](https://reader036.vdocument.in/reader036/viewer/2022070315/5554810db4c90548358b4c30/html5/thumbnails/50.jpg)
SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
![Page 51: 4 5 enhancing visibility seo [day 1-module 4- day2-module1]](https://reader036.vdocument.in/reader036/viewer/2022070315/5554810db4c90548358b4c30/html5/thumbnails/51.jpg)
301 RedirectInclude a 301 redirect to avoid duplicate content (which causes problems to search engines)
1 www versus non-wwwwhttp://yourdomain.com redirect to http://www.yourdomain.com
Example: Adventureshop
2 Extra domain names with your serviceExample: ecolodgesgalapagos.com surtrektours.com.ecAdventuretoursecuador sierraviajes.com.ec
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301 Redirect
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301 Redirect
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SEO success factors
• Domain name and Search Engine Friendly URLs
• Meta tags• Listing with search engines
• www.google.com/addurl• Google maps ‘places’• Headers and keyword rich
content• Link structure• Alt tags• XML sitemap
• Listing with DMOZ (www.dmoz.org)
• Linking• Trip Advisor, Travel
directories, Travel blogs• High ranking sites (bizz
directories, ref. www.onewaytextlink.com)
• Social media (‘mentions’ with links)
• 301 Redirect• Monitor linking and ranking
![Page 55: 4 5 enhancing visibility seo [day 1-module 4- day2-module1]](https://reader036.vdocument.in/reader036/viewer/2022070315/5554810db4c90548358b4c30/html5/thumbnails/55.jpg)
Page rank and Link popularity
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Page rank and Link popularity
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Link popularity
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Evaluate your SEO
> SEO rank checker
Example: www.mikes-marketing-tools.com/ranking-reports/
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SEO rank checker
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And finally ….
Don’t forget to forget about
Flash
Don’t use frames
show
show
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Flash
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