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Search Engine Marketing and SEO SEO Keywords Strategy: Use the right words in your page

I am sharing with you some very good advise we got from our SEO partners, AlpahSearch.ca. Like AXSES AlphaSearch is keen to pass on knowledge that will help hotels and destinations market themselves. We simple cant do all that client want us to do at a cost that compares with what it will cost them to do it themselves. Its our aim as marketers to give you the tools to help you succeed. AXSES builds the e-commerce applications and marketing tools you need to run your business.

When we build websites we try to optimise the pages for SEO. That is, we look at each page and identify the top search keywords and phrase for each page. The entire page must be consistent with the keyword targets, and this of course changes as users change. The website owner must be involved in this process of targeting the page to potential markets:

· Identify your Unique Selling Points (USP) and express this as simple keyword phrases.
· Try to keep it to no more than five words.
· Use Google's free keywords tool to identify the best words to use. Google adwords select
· Use Google Insights to see the long term trends for your keywords. Google insights
· Use Google Sktool to check how well yr page is preforming for the target. Google sktool
· Your website developer must use the target words strategically throught the page and in page tags.
· Name your page using the target words - i.e. don't call it index.htm, use villa-apartments.htm etc.
· Make sure you are actually targeting what you offer. Don't stray towards a keyword that has big search numbers unless it actually reflects your offerings. It is a waste of time because the phrase will be highly competitive, and you will end up with a very poor conversion rate.
· Make sure the on-page content supports the main keyword target phrase.
· Make sure that all images are named to reflect the target words- use title tags in describing the image.

· Use your keyword phrase in the header of your page and again in the foot of the page
· Support your SEO with interior links that also use these keywords
. E.g.., On a page that talks about accommodations, include a direct link to the Rates Page - the reservations page and other pages relating to USP- like Romantic caribbean Holidays.

Advertise your Vacation Specials and Packages on Smartphone, Facebook and 100's of Sites
hotel market and special promotions

arcRes will publish your travel deals, specials and packages to Smartphones, Facebook, Social Media, Google-Shopping and hundreds of travel sites. Only 25$ per month for global advertsing



Optining and marketing your website pages Marketing Your SEO Pages

Once your website pages are completed and Search Engine Optimised your website must be marketed

Googles Webmaster Guidelines Says:
1) Have other relevant sites link to yours.
2) Submit your site to relevant directories such as the Open Directory Project and Yahoo!,
as well as to other industry-specific expert sites.

You will need to reach out to your prospective clients in their markets and on the sites that they use. Attend trade show - hand out business cards and get other sites to link to you.

Most hotels will have a marketing manager that makes sure they are listed on relevant directories and hotel listing sites. Get your guests to write about their stay in http://tripAdvisor.com. In addition consider marketing on Internet Distribution companies like Expedia and many Free advertising sites. In Canada Kijiji.ca works well.

Do a search for "free hotels listings" and add your site to these directories. Find travel sites that are inexpensive and bring in targeted traffic. Cover all regions. In the UK a good site is http://www.ownersdirect.co.uk/. Reach out to travel agents with Special deals and invite them to link directly to your site with arcres affiliate tracking. Do not use link farms, build links that are not reciprocal (links to you and you do not link back to them, these get most points and increase your PR)

Use social media to leave comments and links to your site

Join the conversation - find social site with high page rank and add a relevant comment on the subject - link to your website if its relevant and to your destination - Comments relating to the destination, a holiday experience a unique event or activity are welcome. Dont shout and respect the author you are commenting on, dont steal their thunder add to it and offer an opinion. Give an example using your own property with a link to it. See how to use social media comment to generate inbound links that use those words in the inbound anchor text. See AXSES Blog on SEO for Poinsettiaapartments.com

Useful SEO resources:



AXSES SEO Strategy

Integrate arcRes bookings and arcAds advertising with SEO to accelerate your page rank, links and results.
Building Social Media and a unique enterprise web2.0 travel network for travel marketing.

See AXSES TravelBookingsPlatform.com

http://www.linkdiagnosis.com - check who is linking to you and your competition
http://siteanalytics.compete.com/ - analyse your competitive position
http://www.google.com/webhp?complete=1&hl=en - Google Suggests
http://www.google.com/trends - latest trends and stats on keyword usage


SEO relivant content Making Keywords SEO relevant

This section by our associate Peter Sickles of AlphaSearch.ca

Websites cannot be optimized for an endless list of keywords or phrases. Some years ago it was as simple as putting keywords in the Keywords Meta Tag. Not so today. Each page can only handle x number of keywords effectively (and x is a variable). The reason is this: for every word you add to your essential Meta Tags (especially the Page Meta Title), you are effectively watering down the prominence of the other words. That is, if there is only one word on the page, Google says "hey, this page is about x!", but if there are 50 words Google can't figure out what the page is supposed to be about. (Of course the x is not a predetermined number.)

One problem is that the fewer keywords you have the more pages/sites you are competing with. Single keywords are virtually impossible to win. Imagine how many sites out there have the word "Software" in them. What this whole thing boils down to is a balancing act. You need to figure out just what keyword phrases you have a reasonable chance of ranking well for, that will accurately describe what you do and that people are actually searching.

Another important consideration concerning careful keyword selection and how to focus your SEO efforts is the fact that so much of your SEO strength lies in your inbound and internal link anchor text. It is virtually impossible to aggressively target a large and diverse range of keyword phrases because it would be virtually impossible to acquire enough inbound links to each specific page with anchor text that reflects those keyword phrases. This is why we always recommend focusing your SEO efforts on the top level pages in your directory that have a strong Page rank and the greatest chance to gain solid inbound links.

Data compiled concerning the search habits of people using search engines show that most people use phrases with 3 to 5 words. You probably know this anecdotally from your own experience. We tend to recommend this as the optimal size phrase to shoot for.

Sometimes it is possible to optimize for a few keyword phrases per page, but in most cases (particularly in a competitive area) we recommend a single main phrase. These limitations based on site size, power and the competitive arena it is in are why it is so important to accurately describe what you are, do or sell and, in most cases, where you operate. Keyword selection is crucial to success.

It is also important to realize that in competitive areas it is usually necessary to focus on your core services or products. This is because the deeper into your website that you go (in terms of website file structure) the less powerful those pages become (generally speaking). This is also true in terms of peripheral products and services. The less your site focuses on a particular product or service, the less likely the site will be able to rank well for those keywords in a competitive online environment.

Advertise your Vacation Specials and Packages on Smartphone, Facebook and 100's of Sites
hotel market and special promotions

arcRes will publish your travel deals, specials and packages to Smartphones, Facebook, Social Media, Google-Shopping and hundreds of travel sites. Only 25$ per month for global advertsing



SEO keyword selection Accurate keyword selection is a crucial for SEO

Accurate keyword selection is a crucial aspect of SEO success. This requires considerable thought. As an example, I will refer to a client that was interested in going after the keyword "security". While the company in question was in the security business, it was a specialized form of security… namely "building access control". Be it for a hotel, restaurant or a non tourism business

The single keyword "security" does not accurately describe what they do, and research showed that the vast majority of keyword searches pertaining to security was associated with computers and related topics. Only a very small percentage of the searches were related to physical building security.

Not only were most of the searchers looking for security related websites looking for products, services and information other than that provided by the client, but they were also competing against a much larger and tougher field of competitors: Microsoft, Norton, McAfee, Brinks, etc.


SEO focus SEO for BookingsStlucia.com - Carrot Soup or Pottage

Lets take a specific example: http://www.bookingsstlucia.com/encyc/archive/arcres/stlucia_villas.cfm
Before optimisation, this page was typical of most of the pages on the site. It has a definite theme for the page, which is good. However, let's take a moment to look at how focused it actually is. The on page content reflects "St. Lucia villas" quite well, and it has solid supporting content for that general phrase. On the downside, however, the Page Meta Title is not focused.

. ...title> St Lucia Villa Vacation, Windjammer Landing Resort Villa Labrelotte Bay Gros Islet Villas
.../title>

The Meta Title is the component by which Google begins its evaluation of a web page's relevance to a search query. In essence, the most relevant page is the one that nabs that first spot in the search results. There are many pieces to the SEO puzzle, but this is a very important one. By focusing the title on only a few words you are increasing the likelihood that Google will consider this page to be highly relevant.

It is, of course, always highly tempting to want to add more and more words to this title in the hopes of ranking better for more things. Unfortunately, unless you have a very powerful site it is likely that the result will simply be to rank well for none of the keywords you are targeting. Every added word dilutes the page SEO.

Look at the Meta Title as a pot of soup. By adding more and more things the soup becomes less definite. It starts out as "Carrot" soup, and then becomes "carrot and potato" soup, then "Vegetable" soup and eventually some sort of non-descript "Pottage". Then, when a customer asks for "Carrot" soup, you no longer have it, though you do have a soup with carrots in it. But you could no longer call it carrot soup.

The Meta Title is the same… the more things you add, the less relevant it becomes for any given search query. The idea is to make the page the most relevant possible for that query… e.g.. "St. Lucia Villa Vacations".

So, the Meta Title for this page should be the above: "St. Lucia Villa Vacations"
"St. Lucia Villa" and "St. Lucia Vacations" are the two most searched phrases in this category.

These are quite competitive keyword phrases, so to win them it is very important to focus on them, and not water down the CEO by adding extra words. In fact, the current SEO of that page is not bad at all, and the page actually targets the afore-mentioned "St. Lucia Villa Vacations" quite well. The weak spot, however, is the over-long Meta Title. By reducing it you will have a better chance to rank for those most important keywords.

Latent Semantic Index (LSI):
Google is becoming much more sophisticated. It is able to "understand" the language used on a web page, much as a human would. Google understands the relationship between words of a common topic. As an example, it understands the topical connection between "vacation" and "travel" or "Holiday". So, the body copy of any well optimized page should reflect this approach.

It is good to say "St. Lucia Villa Vacation" a few times in the copy… in the header, once in the first sentence, once in each paragraph perhaps… But make sure those exact keywords are supported by words of topical similarity. "Trip", "Holiday", "accommodations", etc. By mixing it up a bit you make the text more interesting to read and ultimately a better user experience.

Google knows this and will reward websites that try to do this effectively.


free SEO consultation Contacts

AXSES Travel Marketing - http://axses-travel.com

AXSES SCI Tourism Development
PO Box 16b Baslen House, Kingston Terr.
St. Michael, BARBADOS BB11090
T (1) 246 429 2653 F (1) 246 436 5704
AXSES INC. Knowledge Engineering
211 Kennedy Rd
Boutiliers Point, NS, CANADA B3Z 1V5
T (1) 902 826 2440

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