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1 DWHSA Webinars Promoting Your Web Site and Mastering SEO Basics Congratulations you have a web site! But, how will brides and couples find you? About 365,000,000 results!! 1
2 But, how will brides and couples find you? About 169,000,000 results!! 4 ways to make your web site stand out Tie your site into every marketing tool that you use. Optimize your site for the search engines. Prime the site every week with great new content. Draw visitors with targeted ads. Tie your site into every marketing tool that you use. Business cards and brochures Bridal shows and any expos Social media posts Your Web Site ANYTHING ELSE YOU RE DOING! Advertising and sponsorships newsletters 2
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4 Optimize your site for the search engines. Search engine optimization (SEO) is the way you can improve your web site's design and content so that it's easier for search engines like Google, Yahoo!, and Bing to find your site and introduce it to more visitors. It's not about "gaming" the system to rank # 1 in search engine results. Rather, it's about filling your site with great content and making it easy for visitors (and search engines) to navigate. 4
5 How much does SEO matter to DWHSA agents? The honest answer? Most of the time, it s not a dealbreaker priority. SEO really does matter in three instances: You re planning to build a truly regional or nationwide romance travel agency, so you want clients from all across that region or country. You re building a very specialized niche romance travel business (e.g., wine country weddings, LGBT familymoons). You have a storefront (or you don t mind clients coming to your house!), and you re eager to build your local SEO presence. SEO step # 1: Find your keywords. Keywords are those terms or phrases that Internet users might use when they conduct a search that would lead them to your agency. So, the foundation of your SEO efforts should be making a list of the most important keywords that apply to your romance travel business: Terms like weddings, destination weddings, honeymoons, engagements, marriage proposals, anniversaries, babymoons, familymoons Your location (Pittsburgh, Montreal) Any other words specially for your agency (wine country, gay and lesbian, South Asian/Hindu/Indian) SEO step # 1: Find your keywords. Go to the major search engines and type in those terms and, take a good look at the sites that come back in the results. That s your competition! Use keyword tools to find out how much competition you may have for those terms: Google Keyword Planner: Wordtracker: 5
6 SEO step # 2: Use keywords in your site. Place the most important keywords at least once in the title tag of every page (as close to the beginning as you can). Think of each page title as a four- to eight-word ad what would you say there? (Only 65 to 75 characters of the title tag display in search results.) Then, use your keywords again near the top of the text on each page two to three more times in the body copy and at least once in the alt tag of an image on that page. SEO step # 2: Use keywords in your site. Think about keywords when you reserve the address (URL) for your web site. Use those keywords in your social media posts and, link those posts back to your site. SEO step # 3: Check your site thoroughly. Navigational structure: Does your site have a clear layout? Is every page available by clicking a link somewhere? Useful content: Have you filled your site with practical, informative content that brides and couples will find useful? Fresh content: How often do you update your site and add new stories and images? Internal links: Do you sprinkle links on pages to other pages within your site (e.g., older stories)? Sitemap: Does your site have a sitemap that will help search engines crawl your site? 6
7 SEO step # 4: Optimize your images. When you use images, fill in the alt tags. Add captions around your images whenever possible (with keywords). When you use audio/video files, make sure there's a text description on the same page with keywords describing the audio/video content. Video and images are very important these days in search engine rankings. So, make SEO a habit Your goal is making your site as invaluable as possible to clients and prospects. If you do that, SEO issues will take care of themselves. Every time you add a new web site page, add your keywords. Use a blog on your site if you can add fresh content to the site as often as possible use images and videos (and fill in the alt tags for them) and share the new content on social media with links back to your site (with the keywords in those posts). Local SEO Create a local business page with all three major search engines: (not free) On those business pages, add photos (you can usually upload at least 10), your hours of operations, and your services And, pick the right category 7
8 Local business directories and social media tools YellowPages business listing ( (not free) SuperPages free business listing ( Merchant Circle ( CitySearch ( Angie's List business listing ( Local business directories and social media tools DWHSA members in Canada - start with this article: CanadaOne ( Further resources Google's SEO Starter Guide masters/docs/search-engine-optimization-starter-guide.pdf "The Beginners Guide to SEO" Google s webmaster tools Bing s webmaster tools 8
9 Prime the site every week with great fresh content. Blog posts, site pages, photos, and videos about: Romance travel news (use the items in DWHSA's weekly newsletters) Your best tips and secrets about romance travel Trip ideas for romance travel Testimonials from your clients Offers and specials (but, do this sparingly!) 9
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14 Draw visitors with targeted ads. Draw visitors with targeted ads DWHSA s FB group 14
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