Search Engine Optimisation (SEO)
Being found through Search Engines like Google is a key aspect of building direct online business. SEO experts presenting at the Online Presence conference will outline what needs to be undertaken on and around your website to ensure it is ranked highly by the Search Engines.
Keyword relevance and authority are the keys to SEO success. Search Engines need to find your website relevant for the keyword terms or phrases on which potential guests will search. This can be your brand/hotel name or a broader range of keyword terms and phrases relating to your business. Selecting the right keywords and optimising your website for these keywords is critical for SEO.
Depending on the competitiveness of your keywords you also need to have "authority". Authoritative websites that are seen as more ‘important’ will have a better position than less ‘important sites’. The way Search Engines (Google) determine this authority has changed over time and will continue to change in the future. Google take this approach to achieve what Larry Page (co-founder of Google) said long ago, "we want to give you back exactly what you want".
When Google was founded, the ‘importance’ of a webpage was determined by looking at what other pages linked to it, as well as other data. A link was seen as a ‘vote’ for the site. The more and better the links the more authoritative your site is considered. Today Google uses more than 200 signals to order websites. Links remain important but Local and Social Media are increasing in importance.
Topics that will be covered at the Online Presence conference include:
- Identifying best keyword terms and phrases
- Website Optimisation: remove barriers and optimise pages for the identified keywords
- Link Building Strategies
- Google Places
- Social Media
- Monitoring and further SEO improvement