the big search debate: seo best practices€¦ · importance of search marketing 4 70%- 80% of...
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The Big Search Debate: SEO Best Practices
Rajitha Dahanayake
CEO
eMarketingEye
Travel Distribution Summit Asia 28 – 29 May in Singapore
Introduction to eMarketingEye
2 Property of eMarketingEye www.emarketingeye.com
eMarketingEye is an Internet marketing agency offering
online marketing solutions, specializing in serving the
online travel and hospitality industry.
3
Search; a powerful way to reach your customer
www.emarketingeye.com
Importance of Search Marketing
4
70%- 80% of Internet users find brand
websites through Search Engines
www.emarketingeye.com
96% 63% 56%
Of leisure travelers
have started their
hotel planning with
search
Of leisure travelers have agree
search engines are go-to
source information
Of leisure travelers always
start traveler shopping and
booking process with
search
Anatomy of a Search Engine Results Page
5
PPC
SEO Results
PPC
What is Search Engine Optimization?
6 www.emarketingeye.com
SEO
Higher Rankings
Targeted Search Phrases
Organic Search
What is Search Engine Optimization?
7 www.emarketingeye.com
http://www.youtube.com/watch?v=BNHR6IQJGZs
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Why Search Engine Optimization (SEO)?
Over 70% of Internet users find websites through
Search Engines
Source: Forrester Research
93% of the searches do not look beyond
first three pages
SEO Drives Free Traffic
Search Drives more targeted and quality
traffic
Search Traffic converts more
Searchers believe Natural [unpaid] results
produce the most relevant information
Higher Return on Investment (ROI)
9 www.emarketingeye.com
Why SEO? | Hotel Client in Asia Q1 2013
SEO Generated
43% of Website Visitors
53% of Booking Revenue
52% of Bookings
10
How to climb in Search Engine Rankings?
www.emarketingeye.com
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SEO Best Practices
SEO
Website Keywords
and Content Links
On Page Factors Website Design Content Keywords
Off the Page Factors Link popularity Time on Website Click through Rate (CTR)
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Keyword Selection
Select the right Keywords Based on Relevancy, Popularity and Competition
13
Google Provides SEO Advice?
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Google Webmaster Tools
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Visiting the most beautiful island in the world…..
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SEO and visibility in organic search
16 Property of eMarketingEye www.emarketingeye.com
Keyword Sri Lanka Hotels
Search Volume 110,00 Search Global
Competition 60 Million Pages
SEO and visibility in organic search
17 Property of eMarketingEye www.emarketingeye.com
SEO | On Page Factors
18 Property of eMarketingEye www.emarketingeye.com
SEO | On Page Factors
19 Property of eMarketingEye www.emarketingeye.com
W3C Validation
Code to Text Ration Load Time
Social vs SEO | Google Plus
20 Property of eMarketingEye www.emarketingeye.com
New SEO is Social?
Social vs SEO
21 Property of eMarketingEye www.emarketingeye.com
22 www.emarketingeye.com
Where to start the SEO Process?
When to start the SEO process? Before or
after website is designed
Common Issues Faced
Wrong Timing
Corporation from the Web
Development Agency
Finding the right match between
website presentation and SEO
Cost of doing changes
23
Top 5 SEO Mistakes
Sites are not Crawlable, Good Content is hidden (Using Images, PDF etc)
Not including the correct words on the page
Not having proper Title and Descriptions
Not using proper ways to increase the popularity of the domain (Compelling
content and marketing)
Not using Webmaster tools (Google and Bing etc)
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24
What to Expect from a SEO Consultant?
Website Design Guidelines
Content Plan with Keywords
Title / Meta Tags and Optimized Content
Site Architecture
Pre and Post Launch Plan (Re-directions, Indexing)
Link Building Plan
KPIs for the Project
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25
SEO Project Success Client E-commerce Team (Direction)
Web Agency
Design / Development
SEO Agency
SEO Strategy / Implementation
Visibility
Visitors
Conversions
SEO Success
www.emarketingeye.com
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