Insurance Coverage · 2017. 6. 23. · AFTA Webinar SEO for small travel businesses building stronger relationships with customers (SEO) reaching a wider audience, attracting new

SEO for small travel businesses AFTA Webinar

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

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=H0L38qF22qGSZM&tbnid=TAwQp7wuJI7FCM:&ved=0CAUQjRw&url=http://www.whitespark.ca/blog/post/6-pimp-your-google-places-listing&ei=1VNsU7GYD4TUkQXZ7IHYCQ&bvm=bv.66330100,d.dGI&psig=AFQjCNFu0lT1Xej54Tdk718HpTSGvbdJPw&ust=1399694654219310




The best place to hide your dirty little secrets is on page two of Google search results.

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=3yzxcETVzMunQM&tbnid=_klIiNnEsEbeQM:&ved=0CAUQjRw&url=http://danton-damnark.deviantart.com/art/Book-of-The-History-of-the-Crystal-Empire-337362332&ei=RqRtU4j-OIaErQfYuoHgBg&bvm=bv.66330100,d.dGI&psig=AFQjCNE6rbhbZC2jEYBol5LWqVuxqat3yQ&ust=1399780780587459




http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=xC19t-0NO7tuLM&tbnid=4TGJuto1mNYraM:&ved=0CAUQjRw&url=http://www.marketingprofs.com/charts/2013/11113/the-value-of-being-the-top-google-search-result&ei=4jhsU7jgI8mjkQXjr4HwAQ&bvm=bv.66330100,d.dGI&psig=AFQjCNEcY3uYiDzPHOCcVPhYQgCnQNas7g&ust=1399687757780548






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




Understand what they care about/want/problems

Consider where they are in the ‘sales’ journey

Research the words and phrases they use




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



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


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+










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

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=36-9tLqM9VsszM&tbnid=0e9ilbHRYUpi4M:&ved=0CAUQjRw&url=http://rfclipart.com/seamless-pattern-made-of-sketchy-hand-drawn-arrows-on-green-chalkboard-28210-vector-clipart.html&ei=Y85tU-ngI4TroASe74LAAQ&bvm=bv.66330100,d.dGI&psig=AFQjCNEnFVTruwEEdkNjJHFgQoRwbqnztw&ust=1399791521773049


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

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=H0L38qF22qGSZM&tbnid=TAwQp7wuJI7FCM:&ved=0CAUQjRw&url=http://www.whitespark.ca/blog/post/6-pimp-your-google-places-listing&ei=1VNsU7GYD4TUkQXZ7IHYCQ&bvm=bv.66330100,d.dGI&psig=AFQjCNFu0lT1Xej54Tdk718HpTSGvbdJPw&ust=1399694654219310

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

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=36-9tLqM9VsszM&tbnid=0e9ilbHRYUpi4M:&ved=0CAUQjRw&url=http://rfclipart.com/seamless-pattern-made-of-sketchy-hand-drawn-arrows-on-green-chalkboard-28210-vector-clipart.html&ei=Y85tU-ngI4TroASe74LAAQ&bvm=bv.66330100,d.dGI&psig=AFQjCNEnFVTruwEEdkNjJHFgQoRwbqnztw&ust=1399791521773049

http://www.afta.com.au/

http://www.atas.com.au/

Insurance Coverage · 2017. 6. 23. · AFTA Webinar SEO for small travel businesses building stronger relationships with customers (SEO) reaching a wider audience, attracting new

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