How SEO and Content Management help increase online sales

Ásmundur SævarssonManager e-Marketing

Finnur MagnussonVYRE Consultant

Technology for marketing - February 2008London UK

Icelandair´s Route Network: The key to our success

Network based on unique geographical position is the key to Icelandair operation

Focus on three different markets

– From Iceland: Strong demand at present. Very competitive. Large market share. Ability to compete.

– To Iceland: Market growing but very seasonal.

– Via Iceland: US/Europe one stop market. City pairs. Market share under 1%. Gigantic reservoir of passengers.

Redesigned website launched June 2006

• Booking engine visible on all pages (or one click away)

• Easy access to practical and useful information

• Destination guide with information about restaurants, shops, events etc.

– City maps, weather– What´s happening this month – iPod cityguide– Mobile download

Search Engine Optimization

Sponsored listings

Organic listings

Translation workflow for localized websites

Multilingual Search Engine Optimization

Multilingual Search Engine Optimization

Indirect traffic

Offer multiple options for conversionand reinforce the value proposition

Keywords

Keywords

Relative & useful information onlyone click away

Keywords

Relative & useful information onlyone click away

Different conversion options and paths

Homepage - Shortcuts

Homepage - Shortcuts

Timetable

Routemap

Routemap

What is web analysis all about?

• WHO is visiting your web?• WHAT did they look at, and in what order?• HOW did they find you?• WHEN did they visit your web, and for how long? • WHY did they leave your site?

Smart tags to optimize content

SEO is 3 things:

•Inbound links

•Content

•Implementation

6 things you should look for in a CMS solution to

support SEO

Readable URL’s

1

Dynamic... Title tags Metadata Navigation

2

Semantic HTML

3

Custom 404 page

4

Write once deploy multiple times

5

Translation and localisation

6