How to Drive More Traffic to Your Event Website Matt Clymer Online - - PowerPoint PPT Presentation

How to Drive More Traffic to Your Event Website

Matt Clymer Online Marketing Specialist December 16th 2010

Event Director’s Best Practices Webinar Series

Presents

Today‟s Speakers

Guest Speaker Matt Clymer Online Marketing Specialist, Active Network Ana Jesus Marketing Manager, Active Network Moderator

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"

• r 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

Traditional Marketing can bring great results

Is Search Marketing Something You Should Consider?

Less Targeted More Targeted Television Industry Journals Newspaper Email Lists Radio Brochure at Specialty Shop Advancements in technology have made it easier for consumers to search for a service before they are touched by an advertisement.

Something to Consider…

The Search Marketing Landscape

The Search Marketing Landscape

Millions of Searches (Monthly)

Data Source:

Over 1 Billion!

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%

• f

clicks 90%

• f

clicks

The Search Marketing Landscape

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 Results Page - CTR

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
• ther 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
• n 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

• thers.

Where to Begin?

How Search Engines Work

SEO Pyramid

Lay the groundwork with a strong base and work your way up

Accessible, Quality Content Keyword Research Link Building Social

Social Media On-Site Community Manual Requests Link Creation Content Linking Strategies Keyword Brainstorming Competitive Research On-page Keyword Targeting: Titles, Tags, URLs, Link Anchor Text, etc 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

Dynamic URLs don‟t perform as well as static No keywords

Building an Accessible Website

Duplicate Content

Version 1 Version 2 Version 3

Duplicate content across multiple pages will dilute ranking potential

All 3 include same titles, tags, copy, meta data

Building an Accessible Website

Duplicate Content

Version 1 Version 2 Version 3

301 re-direct 301 re-direct Tell Google which 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 Training 5k Training 5k Training 5k Training 5k Training 5k Training

5k Training Plans

<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

Short Tail Long Tail

More Searches Higher Competition Lower Conversion Rate Less Searches Less Competition High Conversion Rate

Types of Keywords

example: Running Events 3,600 searches/month example: 5k Running Events 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

Keyword Targeting

Your Keyword List

Developing Your „Seed List‟

• Analytics Data - Look for trends in your website traffic analytics or pay-per-

click campaign. How are people already finding your website?

• Internal Site Search – If you have a search field on your site, what are people

searching for?

• Competitive Analysis – Look at other sites in your industry. Which ones are

ranking the best and what keywords are they targeting?

• Ask Your Event Staff and Friends – Survey your peers to see what keywords

they would use to find a service like what you‟re offering.

The Above Should Give you a Good Starting Point…

Keyword Targeting

Your Keyword List

Fill in the Gaps with a Keyword Tool

Google Keyword Tool https://adwords.google.com/select/Keyword/ToolExternal

Keyword Targeting

Your Keyword List

Implementation: Begin Your Focus With Keywords Fitting This Criteria

Competition Level Search Volume

These types of keywords will be the easiest to rank and bring quick results

Keyword Targeting

Your Keyword List

Tracking Success and Progress

Simple Spreadsheet Rankings Tracker

Pulling it All Together

Pulling it All Together

„Theme-ing‟ Your Site (Accessibility)

Example Keyword List

London 5k December 5k run London 5k race London 10k run Manchester Manchester 10k April 10k race Manchester London running events Manchester running events UK running events 5k run 10k run

Home 10k Details 5k Details

Targeted Keywords 10k run Manchester Manchester 10k April 10k race Manchester 10k run Targeted Keywords London 5k December 5k run London 5k race London 5k run Targeted Keywords London running events Manchester running events UK running events

10k run 5k run

Pulling it All Together

Optmising Content (Important Tags and Page Elements) 5k Details

Page URL: www.examplesite.com/London-5k-run Title Tag: [Event Name] 5k Run – 15 December 2010 – Central Park, London, UK H1 Title: The 10th Annual [Event Name] 5k Run Page Copy: Join us on the 15th of December 2010 for London‟s most popular 5k race and fun run… Meta Description: 10th Annual [Event Name] 5k Run. Join us 15 December 2010 for London‟s most popular 5k race and fun run. Images of Last Year‟s Event – ALT tag: 5k Run Embedded Video of Last Years Event – File name: 2009 London 5k Run

Targeted Keywords London 5k December 5k run London 5k race London 5k fun run 5k run

Link Building and Online Reputation

Link Building and Online Reputation

Backlink (external link) – Any link on another website that is pointing to a page on your website. Links are for SEO

Link Building and Online Reputation

Links Pointing From Other Sites to Your Site Will…

• Bolster search engine rankings for individual pages on your site
• Improve ability of your domain to rank pages
• Help search engines more completely index your site
• Drive referral traffic from the site where the link exists

Link Building and Online Reputation

Value of a Link From Google‟s Point of View

Scenario 1

Site A Site B

Site A and Site B are both targeting the same keyword. Both have laid good SEO groundwork with “on-page” tactics.

Link Building and Online Reputation

Value of a Link From Google‟s Point of View

Scenario 1

Site A Site B Site C

Upon review, Google finds that Site A has a link from Site C. Google considers a link a sign of popularity or indication that Site A is more of an authority on the subject matter than Site B. In this case, Site A would out-rank Site B.

Link Building and Online Reputation

Value of a Link From Google‟s Point of View

Scenario 2

Site A Site B Site C

Upon review, Google finds that Site A and Site B each have links from

• ne other site.

Site D

Link Building and Online Reputation

Value of a Link From Google‟s Point of View

Scenario 2

Site A Site B Site C

Upon further review, Google finds that Site C has many links. The link Site A has from Site C is of greater value. Site A will out-rank Site B.

Site D Site E Site F Site G

Link Building and Online Reputation

Your Backlink Profile

When Gathering Links, Keep in Mind Google looks at:

• Number of links
• Quality of links
• Relevancy of links
• „Follow‟ vs „No-follow‟ links
• Link Anchor Text

Link Building and Online Reputation

Your Backlink Profile

Quality is Important: Avoid Links from „Spammy‟ Sites

GetRichFast.com CyclingEvent.com

Link Building and Online Reputation

Your Backlink Profile

Relevancy is Important: Focus on Sites From Your Industry

CyclingClub.com CyclingEvent.com

Link Building and Online Reputation

Your Backlink Profile

Link Anchor Text

Link HTML:

<a href="http://www.example.com/">Cycling Event</a>

Appears on page as:

Cycling Event

Link Building and Online Reputation

Your Backlink Profile

Link Anchor Text

CyclingClub.com CyclingEvent.com

Click Here

Good

Link Building and Online Reputation

Your Backlink Profile

Link Anchor Text

CyclingClub.com CyclingEvent.com

Cycling Event

GREAT

Link Building and Online Reputation

Your Backlink Profile

Follow vs No-follow Links

<a href="http://www.example.com/" rel="nofollow">Cycling Event</a>

• Some sites tag outbound links with “nofollow”
• These links are generally considered to be less valuable for SEO

(don‟t pass „link juice‟)

• But…they will generate referral traffic

Link Building and Online Reputation

Link Building Tactics

Before you Start…Three Basic Rules…

• 1. Publish Good Content
• 2. Publish Unique Content
• 3. Make it Easy for People to Share Your Content

Link Building and Online Reputation

Link Building Tactics

Blogging

• Frequent, unique, and interesting content attracts links from other

bloggers.

• Great way to regularly add fresh content to your site and target new

keyword phrases quickly.

• Puts a more human face on your organisation.

Link Building and Online Reputation

Link Building Tactics

Forum Postings

• Find forums relevant to your industry.
• Start a discussion thread or comment on an existing thread.
• Have something useful to offer to the conversation. Don‟t aggressively

advertise your organisation.

• When the right time presents itself, mention your event and include a

link back to your site for more information.

Link Building and Online Reputation

Link Building Tactics

Article Submission

• You are an industry expert – write what you know.
• Article Ideas – “Running Routes in Manchester”, “How to Train for a

5k”, etc.

• Publish these on free article submission sites such as ArticleBase,

Ezine Articles, etc.

• These websites allow you to include a link back to your site in the

author information area.

• Not only do these articles give you a link, they also turn up in search.
• Tip: Focus on local long tail keywords

Link Building and Online Reputation

Link Building Tactics

Photo Sharing

• Publish/share your event pictures and make them public. Let your

audience view and comment on them.

• Upload your photos to Flickr, Picasa, Photo Bucket, etc.
• Properly optimised photos have a good chance of turning up in search

because search engines like to show a variety of media in their first page results.

Link Building and Online Reputation

Link Building Tactics

Video Sharing

• Upload your videos to YouTube, Vimeo, etc.
• Ability to create a video channel with organisation profile and link back

to your website.

• Publish/share your videos. Let your audience view, subscribe and

comment on them.

• YouTube is the second most used „search engine‟ behind Google.
• Hugely popular media for viral marketing
• Create „How To‟ videos
• Properly optimised video has a good chance to turning up in search

because search engines like to show a variety of media in their first page results.

Link Building and Online Reputation

Link Building Tactics

Press Release Submission

• Publish news about your organisation on websites such as PRweb,

Open PR, etc.

• These websites allow you to build a profile with links back to your site.
• News articles have an increased chance of ranking because search

engines like showing a variety of media in their first page results.

Link Building and Online Reputation

Link Building Tactics

Social Bookmarking

• Example Bookmarking Sites: Digg, Delicious, StumbleUpon, Propeller.
• Offer users a way to share their favorite sites with their friends.
• Content on these sites are updated frequently so search engines visit

them often.

Link Building and Online Reputation

Link Building Tactics

Link Baiting

• Amazing/interesting/controversial content designed to encourage

people to link to your site. (often referred to as viral marketing)

Link Building and Online Reputation

Link Building Tactics

Directory Submission

• Examples of human reviewed directories: DMOZ, Yahoo Directory,

ZoomInfo, etc.

• Mostly free and will help search engines find your site more quickly.

Link Building and Online Reputation

Link Building Tactics

Link Exchange

• Ideally the links you get are one-way from the other site to yours.
• If there is an authoritative site from your industry that will not give you

a one-way link, ask if they are willing to exchange links. “I‟ll link to your site if you link to mine”.

Link Building and Online Reputation

Link Building Tactics

Local Business Listings

• There are many smaller search directories dedicated to local
• businesses. Search for them with keyword “[Your City] business

directory”

• Create a profile with links back to your website.

Get Started

SEO Pyramid

Lay the groundwork with a strong base and work your way up

Accessible, Quality Content Keyword Research Link Building Social

Social Media On-Site Community Manual Requests Link Creation Content Linking Strategies Keyword Brainstorming Competitive Research On-page Keyword Targeting: Titles, Tags, URLs, Link Anchor Text, etc Internal Link Architecture Spider Accessibility URL Structure Unique Text Content Sitemaps Quality Content

Resources

Google Webmaster Tools http://www.google.com/webmasters/ Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal XML Sitemap Guidelines http://www.sitemaps.org/ XML Sitemap Generator http://www.xml-sitemaps.com/

Questions & Answers?

For further information about this webinar or the Active Network services please contact: Ana Jesus Marketing.Global@ActiveNetwork.com

Thank you for attending! Suggestions for future webinars? E-mail them to: marketing.global@activenetwork.com

Special thanks to Matt Clymer