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Miko Coffey
Independent Web & Social Software Consultant
www.usingmyhead.com
What is all
this SEO stuff,
and why
should I care?
Text
SEO =
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 =
Text
SEO
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 1/3
age 16-54
use 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 population
of 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!
Search
Results 1-10
Search
Results 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
Text
What 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.jpg
image 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 Pies
Cherry 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 Pies
Order 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 Delivery
Homemade 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’s
My name is Sally, and I make pies.
results listing: results listing:
Homemade Gourmet Pies Delivered
Order 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
Natʼl
Pie
Assoc
Pie
Blog
Sally’s Gourmet Pies
Hand-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 links
Natural 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 links
Press & Media Coverage
www.sallys.comwww.newspaper.com
www.magazine.com
www.industry-mag.com
How to get links
Embedded Links
www.sallys.com
Bob’s Pie Blog
Profile about
Sally’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 links
The 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% chance
of getting
the booking
Ideal scenario:
100% chance
of 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 Coffey
www.usingmyhead.com
miko@usingmyhead.com
SEO is
marvelous!
Presentation slides:
www.slideshare.net/mikocoffey
password: hihostels
with thanks to Rand Fishkin
www.seomoz.org

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HI European Marketing Meeting

  • 1. Miko Coffey Independent Web & Social Software Consultant www.usingmyhead.com What is all this SEO stuff, and why should I care?
  • 3. 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
  • 6. SEO = mostly just common sense
  • 7. WAIT! First: why should I care? What does this really have to do with hostels?
  • 9. Roughly 1/3 age 16-54 use it on a daily basis Source: Universal McCann
  • 10. 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
  • 11. 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
  • 12. There are over 3 billion searches performed on Google every day Source: ComScore
  • 13. 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...
  • 14. 2.2 million... more than the entire population of Mexico City searching for hostels on Google each day
  • 16. SEO = mostly just common sense
  • 18. Key Pie I have eaten Pie I have not yet eaten
  • 19. Text
  • 21. Where can I get a delicious cherry pie?
  • 23. Search Results 1-10 Search Results 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
  • 25. ??? = 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
  • 26. Text What you put on your web page ( On-page SEO )
  • 27. 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! *
  • 28. 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
  • 29. 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.jpg image alt = “Sally’s cherry pie” Nice one. Thanks! Thanks from us visually-impaired users, too!
  • 30. 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!
  • 31. 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
  • 32. Oh come on. That page makes no sense. Beware of keyword ‘stuffing’ Cherry Pies Cherry 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.
  • 33. What is a keyword? A phrase that your potential customers might put into Google in order to find your web page.
  • 34. 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:
  • 35. 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/
  • 36. 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
  • 37. 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 Pies Order 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.
  • 38. Sally’s Gourmet Pie Delivery Homemade 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’s My name is Sally, and I make pies. results listing: results listing: Homemade Gourmet Pies Delivered Order Sally’s world-famous cherry pie, amazing apple pie or pumpkin pie online. Hand-baked & delivered within 24 hours. On- Page SEO BEFORE AFTER
  • 40. ??? = 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
  • 41. = 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
  • 42. Text Who else is linking to your web page, and how ( Off-page SEO )
  • 43. 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 Natʼl Pie Assoc Pie Blog Sally’s Gourmet Pies Hand-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
  • 44. 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
  • 45. How to get links Natural Link Attraction www.sallys.com Cool! My readers are going to love this! I’ve got to share that. That’s impressive!
  • 46. How to get links Press & Media Coverage www.sallys.comwww.newspaper.com www.magazine.com www.industry-mag.com
  • 47. How to get links Embedded Links www.sallys.com Bob’s Pie Blog Profile about Sally’s Pies Sallys.com
  • 48. 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
  • 49. How to get links The NA Network How to get links: NA Network
  • 50. 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
  • 51. 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% !
  • 52. 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
  • 53. Example: Google.com Page 1 for hostels in Amsterdam 8 out of 10 = competitors
  • 54. Example: Google.com Page 1 for hostels in Amsterdam 8 out of 10 = competitors 92 hostels 50 hostels
  • 55. Example: Google.com Page 1 for hostels in Amsterdam 0% chance 1% chance 2% chance
  • 56. Ugh! That’s no good! How can we improve that?
  • 57. Ideal scenario: 100% chance of getting the booking
  • 58. Ideal scenario: 100% chance of getting the booking
  • 59. 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
  • 60. HI International Office cannot do it alone: we need your help
  • 61. Text
  • 62. Miko Coffey www.usingmyhead.com miko@usingmyhead.com SEO is marvelous! Presentation slides: www.slideshare.net/mikocoffey password: hihostels with thanks to Rand Fishkin www.seomoz.org