Search

1
(No Transcript)
2
Search Consumer Friendly Websites What You
Can Do
May 2007
3
Who We Are

• A Couple of Chicks evolved in response to the
  needs of the next generation of Internet
  Retailers searching for innovative solutions to
  online distribution.
• We have combined the best elements of
• Search, Marketing Measurement
• to create a unique formula that will improve
  revenues
• and give you the tools to accurately measure ROI.
  
• Brand Development
• Website SEO
• Competitive Website Diagnostics
• Content Syndication and Media Plan
• Certified Google Yahoo PPC Management
• Sales/Conversion Web Analytics
• E-marketing Workshops
• Our model has a proven track record of success.

4
Organic Search Positions are Disappearing
Sponsored Advertising taking the premium
positions
Local ads on sponsored search and Google Map
listings-top spots
5
New Websites are entering the Travel Space Daily
6
How do you stand out and be found? Step One

• Start with an Optimized
• Search Engine Friendly Website
• Be found by the search engines and your Customers

7
What is Search Engine Optimization?

• Optimization ensures the Search Engines
  understand your vision so they return your
  website as a relevant result for the target
  demographics that you are looking for.
• Simply put - This allows customers to find you
  "naturally" through search on the Internet.

8
Your Site.
lt!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.0
Transitional//EN"gt lthtmlgt ltheadgt lttitlegtOntario
Resort Getaway at the Historical Benmiller Inn
and Spalt/titlegt ltMETA NAME"KEYWORDS"
content"Benmiller Inn, Ben Miller inn and Spa,
Benmiller, Benmiller, Maitland river, Ontario
Accommodations, Huron County, historic
accommodations, historic Benmiller, Canada Inn,
Ontario Inn, sharpe's creek, spa, historical
mill"gt ltMETA NAME"DESCRIPTION"
content"Benmiller Inn and Spa invite you to our
enchanting historical haven of country inn
hospitality with beautiful guest rooms, five star
dining, and relaxing spa. "gt ltlink
rel"stylesheet" type"text/css"
href"master.css"gt ltscript language"JavaScript"
src"http//www.merlinmetrics.com/codes/benmiller.
js" type"text/javascript"gtlt/scriptgt ltscriptgt //
Expander Expand the info function Expander(URL,
name, hsize, vsize) window.open(URL,name,'toolba
r0,location0,directories0,status0,menubar0,sc
rollbars,resizable,width'hsize',height'vsize)
lt/scriptgt lt/headgt ltbody topmargin"0"
leftmargin"0" rightmargin"0" bgcolor"495961"gt lt
centergt lttable border"0" cellpadding"0"
cellspacing"0" width"760"gt lttr height"30"gt lttd
bgcolor"9AC941" align"right"gtltfont
class"ongreen"gtnbspnbspnbsplta
href"giftcert.html" class"upper"gtgift
certificateslt/agtnbspnbspnbspnbspnbspnb
splta href"contact.html" class"upper"gtlocationlt/
agtnbspnbspnbspnbspnbspnbsplta
href"contact.html" class"upper"gtcontact
uslt/agtnbspnbspnbsplt/fontgtlt/tdgt lt/trgt lttrgt ltt
dgtltimg src"images/h-r1.jpg" border"0"gtlt/tdgt lt/tr
gt lttr height"35"gt lttd bgcolor"D5D7DB"gtltcentergtlta
href"inn.html" class"menu"gtthe
innlt/agtnbspnbspnbspnbsplta
href"spa.html" class"menu"gtaveda
spalt/agtnbspnbspnbspnbsplta
href"dining.html" class"menu"gtdininglt/agtnbspn
bspnbspnbsplta href"activities.html"
class"menu"gtactivitieslt/agtnbspnbspnbspnbs
plta href"events.html" class"menu"gtevents
conferenceslt/agtnbspnbspnbspnbsplta
href"weddings.html" class"menu"gtweddingslt/agtnbs
pnbspnbspnbsplta href"calendar.html"
class"menu"gtcalendarlt/agtnbspnbspnbspnbsp
lta href"press.html" class"menu"gtpresslt/agtlt/cente
rgtlt/tdgt lt/trgt lttrgt lttdgtltimg src"images/h-r3.jpg"
border"0" usemap"h-r3"gtlt/tdgt
From a Search Engine perspective!
9
Importance of a Search Engine Friendly Site

• Relevant content for users/target audience
• Easy to index/relevant for search engines

The way that words, graphic images, and
multimedia files are arranged on a Web page
communicates the content that is important to
both search engines and to site visitors!
10
Search Engines

• Index text (do not read graphics)
• Follow links
• Measure popularity
• Measure relevancy

If you do not place text on your Web pagesand
create a site navigation scheme that crawlers
can follow - your site will not rank well in the
search engines!
11
Your Web Pages Should

• Contain words and phrases that match what your
  target audience types into search queries.
• Have a site navigation and URL structure that the
  search engine spiders can easily follow.

Bring in a Search Engine OptimizationSpecialist
during the Design, redesign,or template stage,
NOT after the site has already been created!
12
Search Engine Friendly Sites..Your Primary Text

• Title tags, meta tags, description tags and
• Image Alt Tags
• Visible body copy (keyword rich)
• Text at the top of a web page
• Keyword hyperlinks (internal link strategy)

Title Tags are your Free search engine real
estate your Advertising message. Make sure
each page is unique, contains most important
keywords has a Call to Action!
13
Search Engine Friendly Sites..Your Primary Text

• Title tags, meta tags, description tags and
• Image Alt Tags
• Visible body copy (keyword rich)
• Text at the top of a web page
• Keyword hyperlinks (internal link strategy)

Title Tags are your Free search engine real
estate your Advertising message. Make sure
each page is unique, contains most important
keywords has a Call to Action!
14
(No Transcript)
15
(No Transcript)
16
(No Transcript)
17
(No Transcript)
18
(No Transcript)
19
(No Transcript)
20
Website Popularity - Link Development

• A Link Popularity Check is one of the best ways
  to quantifiably and independently measure your
  website's online awareness and overall
  visibility.
• www.marketleap.com Free tool
• Simply put - Link popularity refers to
• the total number of links or "votes" that a
• search engine has found for your website.

Content syndication and online PR channels
build on your SEO strategy by driving
additional inbound links, and creating
legitimate, targeted referral traffic to your
site!
21
(No Transcript)
22
Step Two

• Engage your Consumer

23
Closing the Deal

• Strong first impressions and valuable content
  affect your conversion ratio.
• The average website loses over 60 of the
  visitors right off the home page due to usability
  issues and a lack of relevant content.
• 50 of visitors spend less than eight seconds on
  a site. You need to guide your visitors to Act!

24
Website Consumers are Berry Pickers

• People consume the internet differently than they
  do other marketing mediums 
• They are not browsing but forging through
  content to accomplish.
• If they dont find what they are looking for -
  they change the way they search or abandon the
  website.
• The searcher scans for words in the search
  results and in all the pages viewed in a hunt for
  information following the scent of words to
  lead toward a goal.
• At any moment, a berry picker could decide that
  the berries left on the bush are too high so they
  move to the next bush.

25

• A typical web page viewing pattern

26
Usability Show them the wayThe impact of a
Human Face!
27
What you should do

• Links are underlined (or clearly visible as
  links)
• Search box on each page (top right hand corner)
• Global nav on top, local nav on left
• Dont let design get in way of content
• Clean, lot of white space
• No extraneous design elements
• Content (text and photos) rules

28
Reading /Writing on the web

• Users dont read, they scan
• Short paragraphs
• Bullets
• Simple, clear text
• Beautiful imagery
• Keep it simple
• Use half of conventional text
• Hire web writer
• Rewrite print text

29
Interior Pages

• Interior pages account for 60 of initial page
  views
• Users spend more time reading interior pages
• Spend time on these

30
User Testing

• Test, test, and test some more
• Test fast and often
• Requirements - Focus groups
• Test 3-5 people
• They will find major issues
• Fix and test again
• Test actual target audience
• Test on own system
• Ad hoc testinglt

31
Patricia BrushaCOO E-AnalystA Couple of
Chicks Distribution MarketingPh
416-817-5595pbrusha_at_acoupleofchicks.com
Alicia WhalenCEO E-StrategistA Couple of
Chicks Distribution MarketingPh
905-401-2249awhalen_at_acoupleofchicks.com