HI European Marketing Meeting
62
Miko Coffey Independent Web & Social Software Consultant www.usingmyhead.com What is all this SEO stuff, and why should I care?
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What is all this SEO stuff and why should I care?
Transcript of HI European Marketing Meeting
Miko CoffeyIndependent Web & Social Software Consultant
www.usingmyhead.com
What is all this SEO stuff,
and whyshould I care?
TextSEO =
Search Engine Optimization
Yahoo Baidu Bing Ask AOL Other Google
Search Engine =Source: Market Share
85.15%
6.33%
3.34%
3.22%
0.65%
0.40%
0.91% = Others
Global Search Engine Market Share - October 2010
Optimization =
TextSEO
SEO
= mostly just common sense
WAIT!First:
why should I care?
What does this really have to do
with hostels?
Internet penetration by country
Roughly 1/3age 16-54use it on a
daily basis
Source: Universal McCann
Only 21% of travellers go directly to a brand-specific web site when booking accommodation
Source: PEW / New Media Trend Watch
Where do the rest go?
Your customers & the Web
Source: GMI / Media Screen survey
• 74% of consumers use a search engine when researching and/or purchasing travel products or services online
• 82% name Google as their preferred source for researching travel products and services
There are over 3 billion searches performed on Google
every day
Source: ComScore
Over 2.2 million of these searches contain the word
hostel or hostels
Source: Google Keyword Tool
auberge(s) = Over 142,000 just 1 example of other languages...
2.2 million...
more than the entire populationof Mexico City
searching for hostels on Google each day
You will be...
Convinced yet?
SEO
= mostly just common sense
Easy as pie?
Key
Pie I have eaten
Pie I have not yet eaten
Text
Text
My name is Sally,and I make pies.
Where can I get a delicious cherry pie?
Sally
Help!
SearchResults 1-10
SearchResults 11-20
Results 21 +
Page 1 Page 2
All other pages
...
4.37%of clicks
All other pages combined:
89.7%of clicks
5.93%of clicks
Source: SEOMoz / Rand Fishkin
Text+ =Search
Results 1-10
Page 1
???
???= 2 things
• What you put on your web page
• Who else is linking to that web page, and how
= SEO
➡ On-page SEO
➡ Off-page SEO
TextWhat you put on your web page
( On-page SEO )
How Google works
• Google (ro)bot:Computer code that ‘crawls’ around the web, jumping from link to link
• Reports back on what it finds to the Google ‘brain’
• Google ‘brain’ uses this to decide how to rank pages in results
* dramatic simplification!
*
I like it when you make it easy to tell what your web page is about.
Cherry Pies-------------------------------------------- cherry pie. ------------------------------------ buy cherry pie online. ------------------------------------------------------------------------------------------------------------------------------------
www.sallys.com/cherry-pie
Order Gourmet Cherry Pie Online - Sally’s Pies
I am just a simple robot, so I can’t see images. I like text.
Cherry Pies-------------------------------------------- cherry pie. ------------------------------------ buy cherry pie online. ------------------------------------------------------------------------------------------------------------------------------------
image name = cherry-pie.jpgimage alt = “Sally’s cherry pie”
Nice one.Thanks!
Thanks from us visually-impaired
users, too!
I am sure this is some kind of fancy animation that you spent
loads of money on.I still can’t see it.
Flash =FAIL
whoosh!
We can’t see it either.Boo!
Huh? I am confused.
Cherry Pies
-------------------------------------------- cherry pie. ------------------------------------ buy cherry pie online. ----------------------------------------------------------
www.sallys.com/cherry-pie.htm?ref=2387
Cherry Pies
-------------------------------------------- cherry pie. ------------------------------------ buy cherry pie online. ----------------------------------------------------------
www.sallys.com/cherry-pie.htm
Beware of duplicate content
Oh come on. That page makes no
sense.
Beware of keyword ‘stuffing’
Cherry PiesCherry pie pies pies of cherry cherry pies cherry pie. Hot cherry pie pies of cherry buy cherry pie online. Get cherry pies buy cherry pies cherry pie delivery. Pies pie pie pie and more pie for pie-lovers and pie-heads.
www.sallys.com/cherry-pie-cherries-pies-pie
Cherry pie, pies, pies of cherry, cherries pie
Don’t waste my time.
What is a keyword?
A phrase that your potential customers might put into Google in
order to find your web page.
What is a keyword?
• highly relevant• specific to that page• fairly popular (number of searches)• ideally not too competitive
^GOOD
A phrase that you have researched and found it to be:
Keyword research tactics
Keyword # searches in last 30 days
Difficulty / competition
pie 7.5 million 86.39%
cherry pie 90,500 50.99%
cherry pie online 140 44%
adwords.google.com/select/KeywordToolExternal
www.seochat.com/seo-tools/keyword-difficulty/
Things I look for...
Cherry Pies-------------------------------------------- cherry pie. ------------------------------------ buy cherry pie online. ----------------------------------------------------------
www.sallys.com/cherry-pie
Gourmet Cherry Pie Online - Sally’s homemade pie delivery
#2 : Keywords in URL
#1 : Keywords in page title
#3 : Decent amount of keywords in page content
#4 : Keywords in image alt tag
Another tip...
Cherry Pies
-------------------------------------------- cherry pie. ------------------------------------ buy cherry pie online. ------------------------------------------------------------------------------------------------------------------------------------
Order Gourmet Cherry Pie Online - Sally’s Pies
results listing:
Order Gourmet Cherry Pie Online - Sally’s PiesOrder Sally’s world-famous cherry pie online. Hand-baked from fresh ingredients & guaranteed to be delivered to you within 24 hours.
Google doesn’t really pay that much attention to this description
but your customers do!Make sure it’s ENTICING to click.
Sally’s Gourmet Pie DeliveryHomemade pie in these flavors:• Deluxe cherry pie• Amazing apple pie• Perfect pumpkin pie
Order pie online now
Why choose Sally’s homemade gourmet pies? ...
Sally’sMy name is Sally, and I make pies.
results listing: results listing:
Homemade Gourmet Pies DeliveredOrder Sally’s world-famous cherry pie, amazing apple pie or pumpkin pie online. Hand-baked & delivered within 24 hours.
On-Page SEO
BEFORE AFTER
That was pretty easy! What next?
???= 2 things
• What you put on your web page
• Who else is linking to that web page, and how
= SEO
➡ On-page SEO
➡ Off-page SEO
= 20% weight• What you put on your web page
• Who else is linking to that web page, and how = 80% weight
Links are key to improving Google position
Text
Who else is linking to your web page, and how
( Off-page SEO )
Sally’s gourmet pies are ace.
For tasty pie, Sally hand-bakes the best.
We know pie, and Sally’s pie is good.
Like cherry pie? Try Sally’s gourmet pies.
Pie Reviews
Pie Loversʼ Forum
NatʼlPie
Assoc
Pie Blog
Sally’s Gourmet PiesHand-baked pie in these flavors:• Deluxe cherry pie• Amazing apple pie• Perfect pumpkin pie
Order your pie online
Why choose Sally’s hand-baked gourmet pies? ...
Every link from a relevant website to yours =
1 vote of confidence in Google
1 vote
1 vote
1 vote
1 vote
What matters in a link
1. Diversity of websites linking (not all from the same website)
2. Popularity / importance of who is sending the link
3. Link is text (not image!) and what words are used
4. Spam signals(trust, paid links, hosting, etc)
* dramatic simplification!
*
I can’t see images
Source: Rand Fishkin
How to get linksNatural Link Attraction
www.sallys.com
Cool!
My readers are going to love this!
I’ve got to share that.
That’s impressive!
How to get linksPress & Media Coverage
www.sallys.comwww.newspaper.com
www.magazine.com
www.industry-mag.com
How to get linksEmbedded Links
www.sallys.comBob’s Pie Blog
Profile aboutSally’s Pies
Sallys.com
How to get links‘Link bait’ / Viral Content
www.sallys.com
OMG!
Shocking!
I’ve got to Tweet that!
Flippin’ amazing!!
HOT NEWS:
How Britney Spears’ 100% pie diet made her Michael
Jackson crazy
How to get linksThe NA Network
How to get links:
NA Network
The NA Network
• Together we can generate a lot of power, but we all need to work together to do so
• NA SEO Link Strategy aims to boost Google rank for hihostels.com AND your own NA website
Which is better for you?
0 results on Page 1
1 result on Page 1
2 results on Page 1
... and so on ...
less than 20% chance of getting the customer
4x more likely to get the customer
8x more likely to get the customer
=
=
=
12% !
BUT:
• You have only 1 NA website. How can you get more than 1 result?
• You need hihostels.com to appear on Page 1 to double your chances of being seen
Example: Google.com Page 1 for hostels in Amsterdam
8 out of 10= competitors
Example: Google.com Page 1 for hostels in Amsterdam
8 out of 10= competitors
92 hostels
50 hostels
Example: Google.com Page 1 for hostels in Amsterdam
0% chance
1% chance
2% chance
Ugh!That’s no good!
How can we improve that?
Ideal scenario:
100% chanceof getting the booking
Ideal scenario:
100% chanceof getting the booking
Our SEO Link Strategy for NAs
Bronze Level: Add a Link
Silver Level: Add a Page (or paragraph)
Gold Level: Add a Section
• Get the hihostels.com page for your top city onto Page 1
• Get your own NA site onto Page 1
• Occupy more than 1 position on Page 1
• Get onto Page 1 in different Googles (google.fr , google.de , google.es etc)
3 levels:
Do all 3 = maximum Google exposure
HI International Office cannot do it
alone: we need your help
Text
Miko Coffeywww.usingmyhead.com
SEO is
marvelous!
Presentation slides:www.slideshare.net/mikocoffey
password: hihostels
with thanks to Rand Fishkin www.seomoz.org
