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Planning and Networking Key to Marketing Success
By Jim Hedger, StepForth News Editor, StepForth Placement Inc.
November 9, 2005
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The searchable universe has expanded enormously over the past year. From
the doubling or tripling of the size of search engine indexes to the evolution
of several engines with unique focuses, the amount of data accessible
by search engine users has grown faster this year than any other since
the dawn of the public, commercial Internet.
The growth of search over the past twelve months presents advertisers and
search engine marketers with several options when planning their search
marketing efforts. With so many avenues opening for search marketing, it
is much easier to envision and facilitate several different multi-channel
advertising campaigns for a single client, product or service.
The major search engines can now spider and index information from virtually
any type of common file format. While the extraction of useful information
from some file formats such as Flash still presents challenges, we have
seen tremendous advancement in the power and scope of the search engine
sector.
While these advancements have opened the sector to newcomers, the two largest
search businesses, Google and Yahoo continue lead though both appear to
be taking slightly different directions. Whenever the giants move into uncharted
territories, they create a technical and cultural wake that pulls others
along with them. This trend, combined with the innovative minds populating
the search industry has fostered the emerging web-marketing environment.
For some, online marketing campaigns are about to become a lot more
challenging and, hopefully, a lot more fun. Technology and innovation
have given advertisers a wide array of options when it comes to phrasing
their messages. Subsequently, website planning and design is much more
complex today than in previous years. One positive evolution seen in
the search engine optimization sector is the trend to consult with
search marketers before embarking on site construction or alterations.
A well-planned and properly executed search marketing campaign can help
these reach the eyes of millions more people than ever before. Websites
are now being built combining the best elements of video, audio, text and
image in ways that, while possible two years ago, would have been impractical
from a search marketing perspective. Today, video and audio files can be
created with relative ease and multicast in several search-spider friendly
formats. Spiders can now drill deep into most databases to extract product
or item specific data. Search engine users not only have a widening number
of information sources to choose from, they have a growing number of search
providers to find it on.
The following example is purely hypothetical but, in the full spectrum
world of advanced search marketing, entirely possible. Imagine the
thrill of managing a complex online marketing campaign for travel and
tourism in the breathtakingly beautiful city of Victoria, British Columbia.
Victoria is arguably the nicest city in the world. Perched on the southern
tip of a very large island off the Pacific coast of Canada, Victoria is
blessed with what most Canucks consider a very mild climate. It is the capital
city of BC and has some of the most outstanding neo-colonial architecture
in a city that once saw itself as solidly British as the Queen it was named
for.
For any number of reasons, tourism is the major industry in Victoria and
therefore extremely important to all who live here. We have a very well
funded tourism bureau which has a very well designed website. Not only does
the town benefit from the tourism bureau, a provincial government ministry
is assigned specifically to travel and tourism. Victoria also serves as
a day-trip destination for tourists visiting Vancouver and Seattle, enjoying
the close proximity to both urban centers. In short, there is a lot of resources
to work with it’s a pity no-one has bothered to string them all together.
Here’s the synopsis of the dream promotion.
The first stage of this hypothetical promotion is to begin a full optimization
overhaul of the website of the tourism bureau. This process does not begin
in the source-code. It begins in the boardroom.
As mentioned before, there are several natural partners in the search marketing
of tourism to Victoria. The tourism bureaus of Victoria, Vancouver and
Seattle all have a stake in the success of the industry in this small
city. The
provincial and municipal governments also have a stake, so much so that
each has dedicated civil servants working to coordinate and facilitate
opportunities. The largest group of stakeholders is made up of the businesses
that serve
tourists. There are literally thousands of tourism-based businesses in
this city and surrounding areas. There are also online tourism-marketing
businesses
promoting accommodation and entertainment options under travel friendly
domains.
A well-planned search marketing campaign requires input from all these
groups as each has specific and useful items to add to the mix. By inviting
the various stakeholders to participate to one degree or another, a much
more powerful campaign can be organized.
The first step is information gathering. Who has what to offer? Which businesses
compliment which? Are there any package deals that involve the services
of multiple businesses? Chances are, the answers to most initial questions
have already been researched. The tourism bureau certainly keeps a running
inventory of tourism related resources in its files and what it doesn’t
have can be filled in by other stakeholders in the initial meeting.
The goal is to set up as multi-faceted a marketing campaign as possible.
Here’s what we would be looking for from tourism site owners at the
initial meeting and on the site of the tourism bureau (which is assumed
to be the client).
Basics
Good Content
Assuming the domain already exists and common sense technical issues
are addressed, all good search engine promotions begin with good content.
Content is more than simple body text. There is some content search engines
tend to like better than others so learning to layer content on the site
is an important tip.
Search engines continue to prefer body text to any other means of communicating.
Text is easy to read and easy to assess. The basis of any website should
be well written body text, even if you have the most amazing animations
or videos to share.
Smart Site Architecture
Search engine spiders like to follow simple paths. The way a site is
initially constructed influences the development of future paths as new
content is added to the site. By advocating the simplest site architecture
possible (depending on the tools or techniques used to build the site),
we would hope to start fashioning a network of similarly themed, well-constructed
sites.
External Linking Strategies
Assuming the tourism bureau was our client, we would want all member
businesses of that bureau to link back to it. In turn, we would also make
recommendations on what would otherwise be called a planned link-exchange
between local businesses relevant to each other, who wanted to get involved
in the greater promotion.
Advanced
RSS Feeds
The first advanced advice we would give all local businesses (including
our client) would be to add an RSS feed to their sites. It can be as simple
as a basic XML sitemap but it should cover every page in the site. This
will become important when considering the use of new and/or improved
features available via the search engines such as Froogle, Blog search
(and tagging), and podcasts.
Tools for site visitors
One of the common things all web marketers tell their clients is to try
to foster loyalty in their site visitors. On the Internet, the best visitor
is one who keeps coming back. They are more likely to purchase a service
and cost a lot less per visit than new visitors do. Give them stuff to
make that visit worthwhile.
As the active example is tourism, a currency converter and distance estimator
are two obvious (and likely pre-existing) basic tools to add to the site.
A more advanced tool would find accommodation and help tourists plan their
itineraries. Such tools could be promoted as a feature of the site and under
keyword related phrases in organic and PPC formats.
Blogs
At the initial meeting, a full hour could easily be devoted to the use
of blogs as a promotional tool. A Victoria BC tourism blog could mention
the weather (even in the dead of winter it is relatively warm here), local
events, featured businesses and a multitude of other items of interest
to tourists. Now if every, or even most, local tourism related businesses
could be convinced to keep a blog, the networking power would be incredible.
One of the best features of Blogs is their versatility and inherent cross-link
capability. I am not suggesting weaving a mess of links for search engine
ranking manipulation but instead as a means of referring readers to other
local, complementary businesses.
Podcasts
Podcasts are a kin to a radio or television show except they are recorded
as audio or video presentations and distributed online. Users access them
over the web or download them into their ipods for future viewing or listening.
An innovative use of podcasting was reported today in Wired
magazine where
a tourism business in Venice Italy is using podcasts to guide visitors to
parts of the ancient city that are not often frequented by travelers. Podcasts
are searchable documents.
External Linking Strategies
As mentioned before in relation to individual websites, a large link
network could be fashioned out of the membership of the local tourism
bureau. This network is built using links that are highly relevant to
each other and excluding irrelevant links as much as possible. In helping
reorganize the external linking policies of businesses who are members
of the local tourism bureau, we would hope to serve two purposes. The
first is obviously to drive the most relevant links possible to our client’s
website. The second is to improve the link-history or footprints in the
local industry and for our client overall. Such opportunities are difficult
to otherwise imagine.
Sharing and Permissions
The last thing we would be looking for at the initial meeting would be
the willingness to share and cross-reference content. For example,
a local golf course might have a video that could be linked to or shown
at various
accommodation websites. The governments could pitch in with RSS-driven
information applets such as ferry schedules and road conditions.
The simple statement, “the more things change, the more they stay
the same”, will again prove true in the coming year. The newly emerging
web-marketing environment will look and feel a lot like the old one.
Think about the evolution of the city you live in. Chances are it was
founded a few years back and some areas of the town have changed dramatically.
New
buildings have replaced old ones over the years and new shops open in
spaces that have been previously occupied by several others. The streets
however
tend to remain the same. New ones get built but they always connect to
and are directly affected by the street pattern the city sprang from.
While the advances in search technology are huge, the ways we use common
tools, even new ones, is more often than not, formed by how we used the
old ones. In other words, while search might be bigger and better, our
methods of marketing will continue to rely on fairly predictable but now
enhanced
human and search-spider abilities and behaviours.
The use of RSS will
allow video, shopping, blog and podcast search engines to find materials
on the site they otherwise might miss. The addition of
an XML sitemap allows webmasters and search marketers to tell Google,
Yahoo and other search tools exactly where to look for information
and when to
expect updates.
As for improving the fortunes of the tourism bureau and its members, along
with pleasing the provincial and municipal bureaucrats involved, another
old saying comes to mind. A rising tide lifts all ships, or in this case,
shops. By improving on a pre-existing network and utilizing marketing
resources developed by members of that network, the local tourism bureau
can build
a better tourist trap, or at least make entry into the one we call home
much easier.
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