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TRANSCRIPT
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The Changing Face of Search
Pinellas County Tourism Development Council
11/9/2011
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What we will cover• How Search Engines are changing
• The challenges DMO sites face in the new search environment
• Strategies to improve results
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Paid search results
Organic results
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Two guiding forces in search rankings:
• Structure
• Content
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Page Title
URL
H1 text
Visible Elements
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Meta DataSource Code Elements
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XML Sitemap
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Structural Challenges
• Constantly changing algorithms
• Penalties for “trickery”
• Cost to stay current
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Keys to Structure
• Consistent, systematic approach
• Part art, part science
• New tools…
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BrightEdge
• Load keywords
• Track rankings
• Tips and tools
• Competitive analysis
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Linking Performance Analysis
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Content – Embrace the Panda
• Quality matters
• Recency is huge
• Who is talking about you?
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What is “Quality”
• Consistent with rest of site content
• Unique to your site (or sourced)
• Popular as measured by third parties
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Content Creation Strategy
• Update current content regularly
• Create new content based on SEO
• Create content partnerships
• Implement Link Building Strategy
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Search is Social
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Search is Social
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Invite your friends to the content party…
Social popularity creation
Facebook Connect Integration
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Questions?