insurance coverage - afta · 2017-06-23 · afta webinar seo for small travel businesses presented...
TRANSCRIPT
SEO for small travel businesses AFTA Webinar
Presented by Simon Hillier
SEO for small travel businesses AFTA Webinar
Search Engine Optimisation (SEO) is pimping out your website and online activities to get the best possible natural search results
Paid Google Ads don’t count in SEO
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
The best place to hide your dirty little secrets is on page two of Google search results.
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
Keywords/phrases on your pages
Relevant, fresh content (a number of pages, new pages)
Links within your site, navigation/structure
Links from popular/relevant sites
Social (esp. Google+)
Some techie stuff e.g. page load time, time on page,
bounce rate (a.k.a. I’m outta here!)
SEO for small travel businesses AFTA Webinar
Panda – low quality content, pages with little content, lots of ads
Penguin – dodgy/too many links, keyword stuffing, content
spinning/duplicate content
Hummingbird – “But what do you really mean?” natural language
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
Understand what they care about/want/problems
Consider where they are in the ‘sales’ journey
Research the words and phrases they use
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
Tell search engines what your page/site is about
Help your audience know if they are in the right place
Don’t just focus on general keywords
Use long-tail phrases (3 or more words), questions, etc
Keyword tools + emails, calls, face-to-face, social media
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
Ubersuggest.org
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
Your URL
www.fitnesstravel.com.au/holidays/yoga-retreats-victoria
Title and meta description (what they see on Google results)
Headline of your page <h1>
Subheads (use related terms too)
Body text (first paragraph if possible)
Hyperlinks (navigation and within content)
Images (alt tags, image file name)
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
Typing ‘family friendly holiday resorts Fiji’ into Google gives us: 1. The title <title>Fiji Family Holidays & Family Holiday Packages for 2015</title>
2. The meta description
<meta name="description" content="TravelOnline – The top family friendly resorts in Fiji and the best value family holiday packages. Instant Quotes backed by Personalised Service. Fiji specialist.">
SEO for small travel businesses AFTA Webinar
H1 Headline keywords
Keyword links to other pages
Keywords in body copy
Social share buttons
www.travelonline.com/fiji/holidays/family-packages.html Keywords in URL
SEO for small travel businesses AFTA Webinar
Keywords in subheads
More links to resort information
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
<title>Why passion is a dirty word</title> <meta description> n/a
SEO for small travel businesses AFTA Webinar
building stronger relationships with customers (SEO)
reaching a wider audience, attracting new business/visitors (SEO)
boosting your reputation as an expert (SEO)
using keywords in ways you can’t on regular pages (SEO)
adding fresh content to your site (SEO)
gaining links, shares, etc to/from social networks (SEO)
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
Second largest social network
Will play a more important role in SEO rankings
Offers more than any other social network – long
posts, images, video, communities, circles and more
+1, share, comment, hashtag, hangouts, tag people
Local pages/Google Places are now Google+
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
SEO for small travel businesses AFTA Webinar
It’s crucial to be on the first page of search results
Keywords in the right places are important - but readers first
Understand your audience – research phrases, needs
Blogs – great for adding new pages, keywords, links, social
Set up a Google+ page, add your address, encourage reviews
Put a plan in place
SEO for small travel businesses AFTA Webinar
SEO for small travel
businesses
Presented by
Simon Hillier
Search Engine Optimisation (SEO) is pimping out your website and online activities to get the best possible natural search results
Paid Google Ads
don’t count in
SEO
The best place to hide your dirty little secrets is on page two of Google search results.
So, what do search engines care about?
• Keywords/phrases on your pages
• Relevant, fresh content (a number of pages, new pages)
• Links within your site, navigation/structure
• Links from popular/relevant sites
• Social (esp. Google+)
• Some techie stuff e.g. page load time, time on page,
bounce rate (a.k.a. I’m outta here!)
• Panda – low quality content, pages with little content, lots of
ads
• Penguin – dodgy/too many links, keyword stuffing, content
spinning/duplicate content
• Hummingbird – “But what do you really mean?” natural
language
Context - where, when, why you
search
Before anything - know your online audience
• Understand what they care about/want/problems
• Consider where they are in the ‘sales’ journey
• Research the words and phrases they use
Keywords/keyword phrases
• Tell search engines what your page/site is about
• Help your audience know if they are in the right place
• Don’t just focus on general keywords
• Use long-tail phrases (3 or more words), questions, etc
• Keyword tools + emails, calls, face-to-face, social media
Ubersuggest.org
Where to put your
keywords/phrases • Your URL
www.fitnesstravel.com.au/holidays/yoga-retreats-victoria
• Title and meta description (what they see on Google
results)
• Headline of your page <h1>
• Subheads (use related terms too)
• Body text (first paragraph if possible)
• Hyperlinks (navigation and within content)
• Images (alt tags, image file name)
Typing ‘family friendly holiday
resorts Fiji’ into Google gives
us:
1. The title
<title>Fiji Family Holidays &
Family Holiday Packages for
2015</title>
2. The meta description
<meta name="description"
content="TravelOnline – The
top family friendly resorts in
Fiji and the best value family
holiday packages. Instant
Quotes backed by
Personalised Service. Fiji
specialist.">
H1 Headline
keywords
Keyword links to
other pages
Keywords in
body copy
Social
share
buttons
www.travelonline.com/fiji/holidays/family-
packages.html Keywords in
URL
Keywords in subheads
More links to resort
information
<title>Why passion is a dirty
word</title>
<meta description> n/a
Seriously, think about blogging. It’s great
for:
• building stronger relationships with customers (SEO)
• reaching a wider audience, attracting new business/visitors
(SEO)
• boosting your reputation as an expert (SEO)
• using keywords in ways you can’t on regular pages (SEO)
• adding fresh content to your site (SEO)
• gaining links, shares, etc to/from social networks (SEO)
Second largest social network
Will play a more important role in SEO rankings
Offers more than any other social network – long
posts, images, video, communities, circles and
more
+1, share, comment, hashtag, hangouts, tag
people
Local pages/Google Places are now Google+
Let’s
refresh
• It’s crucial to be on the first page of search results
• Keywords in the right places are important - but readers
first
• Understand your audience – research phrases, needs
• Blogs – great for adding new pages, keywords, links,
social
• Set up a Google+ page, add your address, encourage
reviews
• Put a plan in place