food for thought - travel salem · backlinks – search engines evaluate quality of backlinks 1....
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food for thought
A M A R K E T I N G S E R I E S
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website insightsPartnering with your Destination Marketing Organization
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1travel salem resources
3digital resources
2your website
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Listing components
Event listing benefits
What works best
1travel salem resources
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Free and Paid Listings
• Free Event Listing Free, 35 word description, image, website link
• Free Business Listing1 basic address listing with phone
• Paid Business Listing TS member, 2 listings, 25 word description, image, website link, PDF upload
Additional Options• Video• Discovery Map• Ticket link• Booking Engine link• Visitor Guide
Listing components
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Free – early posting, longer internet life = SEO benefit
High web traffic - 63,500 views between January-May 2017
Blog Content – prime resource for area events
E-blast Content – weekly Friday Events email over 2,500 subscribers, E-clpise email
Newsletter Content – monthly, quarterly
Travel Oregon – major and premium events for visitors –TS>TO
Links – creates an inbound link from TS, credibility helps SEO
Shareable ContentOpen your emailShare your email
Event listing benefits
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CriteriaLocated in Salem, Marion County or Polk CountyLocated outside Marion or Polk County, within 50 miles of Salem ~ members onlyOpen to the public and of interest to visitorsNot a class, meeting, convention or ceremonyNot for religious, political, personal, pornographic, or propaganda purposes
35 word description for EventsThink like a visitor!No need to duplicate content – title, date, time, URLWrite for editingCheck spellingUse U&LC, please!Multiple calendars – set-up a monthly format, cut and paste
What works best
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2your website
Content matters
Working with travelsalem.com
Why use links?
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WEBSITE BEST PRACTICESUsability User experience is important. A website that is difficult to navigate will cause your viewers to leave. GraphicsKeep fonts readable – an artistic or fancy font isn’t always the best, sans serif is easier to read on screens. Use your brand/web colors with ease of readability in mind.CopyViewers tend to scan – generally avoid lengthy copyContent is king – relevance above quantity, unique contentLinksBest to set so the link opens in new windowAccessibilityA list of guidelines can be found at www.w3.org/WAI/WCAG20/quickref/Use “alt” text for images on your site
Chrome Link Checker Extension, checks for broken links that show as 404 errors
Content matters
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Working with travelsalem.comListing - Send updates as soon as possible -- i.e. contact information, hours, URL change – form is best – indicate update in title or description
Events – post early for maximum exposure, some publications work 6 months out for major events. Changes need to be sent to TS.
Be consistent in use of copy – i.e. Name, address, description
Site updates onTravelSalem.com are constant, allow 2-4 weeks for information to be processed
Long-term listings are good for SEO, use ‘evergreen’ content
We are open for new ideas, itineraries to include on the site
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Images
Upload 500px minimum in jpg or png format – photo or logo
Events without an image – not streamed to homepage
Listings without an image will be held for publishing until an image is submitted
File name – use descriptive file name, helps SEO
Public Relations Request Form
Press release development and distribution to media outlets
Working with travelsalem.com, cont.
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Why use links?Inbound Links – links that lead to your site from other sitesInternal Links – a blog may have links that lead back to other pages on your site. Use a keyword or phrase, helps increase relevance of page, improves user-friendliness.
Backlinks – search engines evaluate quality of backlinks1. Subject relevance – it should always relate to landing page2. Anchor text – should relate to the target page and refer to
the content3. Link location – links from content are rated higher than
from a footer or site navigation4. Guest blog – helps improve your branding and helps
acquire high-quality backlinks, partner with businesses
Social Media – search engines take into account the traffic generated by links from social networks,1. Use buttons for social on your site – make it easy to share2. Maintain your social channels and keep adding new
content.Email – share your content and extend the reach of your website and social shares with e-blasts. Helps create more inbound links.
Review links on your site to make sure all are active
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3digital resources
Website analytics
Website check-up
Google apps
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Google AnalyticsGA provides valuable data about your website
1. Traffic – visitors come from various places i.e. search engine, advertisement, email link. Referral vs. organic traffic.
2. Keywords – shows you how visitors are finding your site
3. Visitor profiles – geographic location, device, new or returning visitor
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4. Site traffic and bounce rate -Helps determine which pages are most popular and which may need adjustment. Helps to target to audience and provide relevant information.
5. Historical Data – Ability to review and compare data by designating date range. Useful to identify trends by time of year, campaigns to help with future marketing plans.
5. No cost – GA is free and offers more options than most fee-based analytics tools
Google Analytics, cont.
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Google Analytics Sample
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Website check-upWebsite Down http://downforeveryoneorjustme.com/#Check Myhttp://downforeveryoneorjustme.com/#Links Free add-on. Crawls through your webpage and looks for broken links.Open Site Explorer – Free link analysishttps://moz.com/researchtools/oseWebsite Grader – https://website.grader.comSiteliner.com - reveals key issues that affect your site's quality and search engine rankingQuick Sprout Website Analyzerhttps://app.quicksprout.com/analyzerPageSpeed Insights –https://developers.google.com/speed/pagespeed/insights
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Google Apps(need a Free Google account)
Trends – shows changes in search volume for different topics, search terms and entities. This can be local or global.
Keyword Planner – enter a ‘seed’ word and it gives suggestions plus estimates of monthly searches. Also can enter competitor’s URL and search for relevant keywords.
Search Console – identifies organic keywords that are already driving traffic to your site. Good for establishing a base of keywords.Search Traffic>Search Analytics>Queries
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thank you
Presented by: Dee Hendrix, Marketing & Online Manager, Travel Salem :: [email protected] ~ June 2017