Search Engine Optimization

The Basics

Bill MacConnelSeptember 21, 2016

Objective

Provide specific direction to increase web site traffic and sales through search engine optimization industry best practices

How Search Engines Work

Algorithmic Search “bots” (a.k.a. spiders) crawl the web organizing the world’s information

Next they index and rank all sites based on a secret algorithm

However, it is know they look at:Site ArchitectureContentLinks

How Search Engines Work

Your site’s popularity is based on excelling in all three areas

Also, context will always help you rank higherWho is linking to your siteDoes your content enrich the consumer experience

Topics

Based on us knowing what the search “bots” look for, let’s dig into best practices for the following:

ContentKeyword/Keyphrase selection

Site ArchitectureLinks

Content

Content is the key to success. When optimizing a web page for keywords, it is crucial that the content on that page support those keywords

Strong content also leads to natural linking

Time Tested Content Rules

Most important keywords need to appear near the top of the page

Segments of content should not repeat across web pages

Do not hide text or use very small text on a web page

Time Tested Content Rules

Keep it updated and fresh on a regular basisKeywords should be mentioned twiceThe most important keyword is usually associated with

home pageLinks add relevancy

Keyword Selection

Brainstorm a starting list of termsUse provided tools to expand listCull your list to eliminate keyphrases that don’t fitBalance list

Include competitive and less competitive words Browsing keywords and buying keywords Highly specific and less specific keyphrases Review internal search logs and look for phrases most often

usedAssign 2-3 keyphrases per page

Keyword Selection

Most importantly- walk in your customers’ shoes

It’s not the keyphrases that you use to describe yourbusiness. It is the keyphrases your prospective customers use.

Keyword Selection

Use specific words at each stage of sales processEducate/information searchShopping/evaluation of alternativesSale/purchase decision

Keep this in mind- if keyphrases relate only to information, you will be flooded with browsers, not desired consumers primed to respond.

Important Considerations

Pick based on relevance to contentConsumers get upset when selecting phrase on “rental

cars” and end up on “rental trucks”Match keyphrases to “page intent” to ensure

correct buyer behavior Is the page to educate or sell?

Again, match your keyphrase to your audience and customers, not how you describe yourself or business

Converting to Booked Trips

Call to action and conversion language“Reserve your adventure today”“Book your trip today”, “Call today”

The consumer came looking for your specific trips- convert to a sale

Free Keyword Tools

Google AdWords Keyword Suggestions(https://adwords.google.com/select/main)Keyword discovery

http://www.keyworddiscovery.com- free trial

Wordtracker (http://www.wordtracker.com/)- free trial

Web Site Architecture

Google Suggestions

Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link

Offer a site map to your users with links that point out the important parts of your site

Use alt attribute to provide descriptive text. In addition, we recommend using a human-readable caption and descriptive text around the image

Research Shows…

79% of users scan a web page16% read word for word

Site Architecture Should Include…

HeadlinesMeaningful sub-headingsBulleted listsHeaders: one idea per paragraphContent arrangement: inverted pyramid

Don’t wait until the end to tell best part of story

Homepage

Homepages should have clear instructionWhat you are selling should be clearMost important real estate on your site

Use it wisely

Category page

Established hierarchy of categoriesClear, viewable product linksClear images of trip with text description

Walk in consumers shoes- they may not know significance of photo or how it relates to trip

Alt text, captions, and labels

Product Pages

Product specific contentDetailed information

Include outgoing links within the copy to enrich consumer knowledge

Will also add to your Google rankingInsure the buy button has a call to action

“Book your Trip Today”- as an exampleA photo of someone smiling placed next to the button

also proves to be highly effective. Seriously!

Call to Action- a few tips

Increase the size and prominence of the “call to action” button

Make “call to action” button obvious and distinctive

Call to Action- a few more tips

If page is long repeat call to action on the lower page

A web site is a sales tool, so don’t shy away from compelling offersDiscountsFree giftsBook two trips get one freeLook at what competition is offering

Building Trust…its all about transparency

Clearly state privacy policyAddress and phoneTrip reviews and awardsTrust Seal of Approval (either one is fine)

Trust is one of the key factors in establishing positiverelationships with customers on the web- Intel/MIT study

Links

Why Links Are Important

Links help search engines find your siteLinks give your site context

Are you associated with the industry leaders?An incoming link reflects someone respects

your site- they value what you are doingAn outgoing link can provide both consumers

and the search “bots” with value

Link Building Approach

Links need to be looked at like business partnerships

Someone is staking their relationship on you and vice versa

How to acquire linksAsk for themBuy themEarn them

How to Earn Links

ArticlesPress releasesPhoto Galleries Become industry expertEarned links bring best results