Event Director’s Best Practices Webinar Series Presents How to Drive More Traffic to Your Event Website Matt Clymer Online Marketing Specialist December 16 th 2010
Today‟s Speakers Guest Speaker Moderator Ana Jesus Matt Clymer Marketing Manager, Online Marketing Specialist, Active Network Active Network
Organising a 10k Run in London? 880 people search Google every month using the phrase „ 10k run London ‟. Does your 10k appear at the top of the results??? Imagine the potential for attendance growth…
People Are Searching for What You Offer Search Phrase Average Monthly Google Searches running clubs London 590 5k run London 210 London bike ride 480 London running events 170 fun run London 91 10k runs in London 480 cycling clubs London 260 charity walk London 73 Triathlon clubs London 141 … But Can They Find Your Website?
What is SEO? Search engine optimisation (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. – Wikipedia SEO considers how search engines work and what people are searching for. SEO can exponentially grow your customer base at very little cost.
Content in This Presentation The Search Marketing Landscape How Search Engines Work Building an Accessible Website Important Tags and Page Elements Keyword Targeting Link Building (and Site Popularity)
The Search Marketing Landscape
The Search Marketing Landscape Is Search Marketing Something You Should Consider? Traditional Marketing can bring great results Less Targeted More Targeted Television Industry Journals Newspaper Email Lists Radio Brochure at Specialty Shop Something to Consider… Advancements in technology have made it easier for consumers to search for a service before they are touched by an advertisement.
The Search Marketing Landscape
The Search Marketing Landscape Over 1 Billion! Millions of Searches (Monthly) Data Source:
The Search Marketing Landscape Data Source:
The Search Marketing Landscape The Results Page Organic versus Paid Results Types of Media in Search Results Local Search Results Click Through Rates
The Search Marketing Landscape The Results Page – Paid vs Organic Paid Organic
The Search Marketing Landscape The Results Page – Blended Media News Images and Video
The Search Marketing Landscape The Results Page – Local Results Ranking Above Standard Results
The Search Marketing Landscape The Results Page - CTR 10% of clicks 90% of clicks
The Search Marketing Landscape The Results Page - CTR Position in Results Average Percentage of Clicks 1 42.1% 2 11.9% 3 8.5% 4 6.1% 5 4.9% 6 4.1% 7 3.4% 8 3.0% 9 2.8% 10 3.0% 11-20 (second page) 10.1%
The Search Marketing Landscape The Results Page - CTR
The Search Marketing Landscape Summary: Most clicks are on first page results Most clicks are in the organic results Search engines like blending different media into their results Important Takeaways: Applying SEO best practices across all website content (copy, pictures, video, etc) will improve your chances of reaching that first page. Create a Google Places account so you appear in the Local Results If you don‟t rank organically for a keyword you want to target, use Paid Search to fill in the gap and rank first page until SEO gains traction.
How Search Engines Work
How Search Engines Work Search Engine Crawling and Indexing Image from:
How Search Engines Work Once your site is crawled… Search Engine Algorithms Determine Your Rankings using thousands of factors – weighted by importance.
How Search Engines Work Page Ranking Factors Example Page: www.examplesite.com/2010-london-10k Trust/Authority of Host Domain – Is www.examplesite.com linked to by many other websites from the industry? No sites? Spam sites? External Link Popularity for Specific Page – Are many other sites linking to this specific page? External Link Anchor Text – example: 2010 London 10k vs. click here On-Page Keyword Usage – Frequency and placement of targeted keyword Registration/Hosting Data – What country is the domain registered in? Hosted on a server with many spam sites? CTR Data – Site with low CTR may be indication of lesser quality content Social Graph Metrics – Shares, Tweets, etc.
How Search Engines Work Summary: The web is all about links (internal links within your site and external links pointing from other sites to your site) Google wants to serve up the most relevant content possible to the searcher and bases it‟s decision on many different variables – some more important than others. Where to Begin?
How Search Engines Work SEO Pyramid Lay the groundwork with a strong base and work your way up Social Social Media On-Site Community Link Building Manual Requests Link Creation Content Linking Strategies Keyword Research Keyword Brainstorming Competitive Research On-page Keyword Targeting: Titles, Tags, URLs, Link Anchor Text, etc Accessible, Quality Content Internal Link Architecture Spider Accessibility URL Structure Unique Text Content Sitemaps Quality Content
Building an Accessible Website
Building an Accessible Website Ideal Site Structure Make it Simple for Search Engines (and users) to Find Content
Building an Accessible Website HTML Sitemap Can be used by Search Engines and People
Building an Accessible Website XML Sitemap For Submission to Google Webmaster Tools (Yahoo/Bing as well) http://www.sitemaps.org/protocol.php
Building an Accessible Website Google Webmaster Tools http://www.google.com/webmasters/
Building an Accessible Website URL Structure Search Engine Friendly www.examplewebsite.com/running/training-plans Unfriendly URL www.examplewebsite.com/1/?q=akze328=2983 No keywords Dynamic URLs don‟t perform as well as static
Building an Accessible Website Duplicate Content All 3 include same Version 1 titles, tags, copy, meta data Version 2 Version 3 Duplicate content across multiple pages will dilute ranking potential
Building an Accessible Website Duplicate Content Version 1 301 re-direct Version 2 Version 3 Tell Google which 301 re-direct page you want to rank
Building an Accessible Website Fix Broken Links and 404 Pages
Building an Accessible Site Not Sure if You Have Duplicate Content or Broken Links? Check Google Webmaster Tools
Building an Accessible Website Summary: Google needs help finding your content Easily accessible content is indexed more frequently Important Takeaways: Set up a Google Webmaster Tools account – it‟s free Add an HTML sitemap to your site Submit an XML sitemap to Google (Bing, Yahoo as well) Clean up duplicate content Structure your site in a simple architecture. Give every page at least 2-3 internal links so that Google can easily find them.
Important Tags and Page Elements
Optimising Website Content Title Tags <title>London Running Events - Running Clubs - 5k, 10k, Charity, Half Marathon, Marathon races in London | Active.com</title>
Optimising Website Content Meta Description <meta name="description" content="Find running events, 5k, 10k, half marathon, and marathons in London.">
Optimising Website Content Page URL Targeted Keywords
Optimising Website Content Link Anchor Text 5k 5k Training Training 5k Training 5k 5k Training Training Plans 5k 5k Training Training <a href="http://www.examplesite.com/5k-training">5k Training</a>
Optimising Website Content Page Copy
Optimising Website Content Image ALT Attributes <img SRC="showing.jpg" BORDER="0" align="LEFT" alt="Hedgehog Shows" width="200" height="162" title="Hedgehog Shows" />
Optimising Website Content H1, H2, H3 Tags <h1>10 Tips for Pre-Run Warm-Ups</h1>
Keyword Targeting
Keyword Targeting Types of Keywords More Searches Less Searches Higher Competition Less Competition Lower Conversion Rate High Conversion Rate Short Tail Long Tail example: Running Events example: 5k Running Events 3,600 searches/month 110 searches/month
Keyword Targeting Your Keyword List Keep Your Audience in Mind: Who Are You Trying to Reach? People who already know about your event example keyword search: [Your Event Name] People who do not know about your event (broad search) example keyword search: 5k running events People who do not know about your event (more specific search) example keyword search: 5k running events London December
Recommend
More recommend
