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Is Your Event Website Optimized?
Arran Coole, ASP Inc Dave Lutz, Velvet Chainsaw
Stephen Nold, MeetingTechOnline
Agenda
Intro to SEM/SEO 1
SEO/SEM Case Study2
Top 9+ SEO Tactics for Events3
How to use your keypad
• After you read the question• Press appropriate corresponding
button to your answer (1,2,3,4 etc)• Your current answer will display on
keypad• You can change your mind as long as
you hear music
Which of these categories best describes your organization?
1. Association2. Independent Show Organizer3. Facility or CVB4. Supplier or other
Audience Response #1
How would you best describe your organizations adoption of SEO/SEM?
1. Good content, linking and analytics strategy2. Work in progress…fast follower3. Just getting our feet wet4. We’ve heard it’s a good idea
Audience Response #2
Ground Rules
ASKQuestions
Cell Phones OFF
Keep ?’s Relevant
To all
NO Speeches
Do NotRun with Scissors
NO VendorPlugs
Simple RulesSimple Rules
Share yourexperiences
Your new front page:
Am I Google biased??
• Of 12 Billion U.S Searches in July 2008 61.9% were made in Google [Source: Search Engine Watch]
• Google beats Yahoo ~ 3 to 1[Source: Search Engine Watch]
• There are an estimated 20 billion web pages indexed by Google(Source: ASP)
• On average everybody in NA with access to the internet searches Google once a day.
SEO vs. SEM
SEO• organic search results• mass content approach• optionally free• long term results (slow)• more cost effectiveAlways should be used - Free
SEM•paid for results•focused campaigns•paid for (click or placement)•immediate results•more expensiveLaunch shows & new URL’s during visitor promotion campaign
The SEO Goal
To get as many pages indexed by the search engines, with the most relevant content, that is most useful for your event’s target audience, so they repeatedly visit your website
SEO is like Chess
•Minutes to learn the basics•Years to master•Just to make it harder
–Some of the rules are secret–Each search engine is different–Billions of other players!
Alan Eustace, a Google VP of search engineering announced in 2006 that there are over 200 signals that Google uses to determine document relevance for a searcher.
Hmm, Chess is easier!
200 in 2006!Q: How many now?
ASP’s SEO Approach
• It’s impossible to figure out the ultimate SEO strategy as the rules are too complex and change constantly• Holistic approach instead:
–What is Google trying to do?–Google wants to be #1–Google will stay #1 by giving the best results–That means:
Google Empathy
• When you make a search on Google, Google must find the most relevant answerto your query to remain successful• Holistic approach:
– Don’t cheat– Don’t spam– Have loads of great content– Apply all the basic SEO techniques
SEO Areas
Marketer can control• Content (keywords)• Page Titles• Images ALT tags• External linking• Internal linking• Domain name• Social SEO• PR SEO
Web Dev can control• Code structure• Flexibility• Enforcement• Design• Page structure• Submittal
Has your organization tried using PPC advertising?
1. Yes, we have and it appears to be working.2. We’ve trying it, but the jury is still out.3. Haven’t tried PPC yet.
Audience Response #3
Google Analytics MeetingTechOnline.com
Google Analytics MeetingTechOnline.com
Google Analytics MeetingTechOnline.com
Google Analytics MeetingTechOnline.com
Google Analytics MeetingTechOnline.com
Launched Newsletter Monthly to 2 weeks Launched MTO Summit
Google Analytics MeetingTechOnline.com
Google AdWords
Is your organization leveraging Web 2.0 by publishing user generated content?
1. Yes Exhibitor virtual booths, blogs, session and speaker info, social media, social bookmarking, online communities, matchmaking (Most)
2. Yes at least three of these examples3. Not enough
Audience Response #4
Show the Spiders some LOVE!
Event SEO Tactic #1
Take care of the basic ‘techie’ stuff
Event SEO Tactic #2
Benchmark & measure, yourself & others.
Event SEO Tactic #3
Benchmarking Tool
Key-Phrases not Keywords.
Event SEO Tactic #4
Press Releases and SEO
1. Keyword Research2. KW rich content
– H1 heading– Link keywords to
content3. 8 – 15% KW density4. Optimize first 250
words
Blogs
User generated content rules!
Event SEO Tactic #5
Content is King!
Virtual Booth Listings
Sessions, Tracks, Bios
Mix up the media, blended results.
Event SEO Tactic #6
Give them a reason to return.
Event SEO Tactic #7
Links count big-time in your ranking!
Event SEO Tactic #8
Wikipedia Page
Social Bookmarking/Sharing
Increase your rankings• Share This• Add This
Tap into traffic generators
Event SEO Tactic #9
Social Media that Works
Widget Traffic Gen
– SEO Blogs - seo.alltop.com– General - WebMarketing Today– Blogs/Social Media - Chrisbrogan.com– TSW Event Tech Blog– IAEE eMerge Blog – IAEE eMerge Roundtables
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