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
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
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