How SEO and Content Management help increase online sales
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Transcript of How SEO and Content Management help increase online sales
How SEO and Content Management help increase online sales
Ásmundur SævarssonManager e-Marketing
Finnur MagnussonVYRE Consultant
Technology for marketing - February 2008London UK
Icelandair´s Route Network: The key to our success
Network based on unique geographical position is the key to Icelandair operation
Focus on three different markets
– From Iceland: Strong demand at present. Very competitive. Large market share. Ability to compete.
– To Iceland: Market growing but very seasonal.
– Via Iceland: US/Europe one stop market. City pairs. Market share under 1%. Gigantic reservoir of passengers.
Redesigned website launched June 2006
• Booking engine visible on all pages (or one click away)
• Easy access to practical and useful information
• Destination guide with information about restaurants, shops, events etc.
– City maps, weather– What´s happening this month – iPod cityguide– Mobile download
Search Engine Optimization
Sponsored listings
Organic listings
Translation workflow for localized websites
Multilingual Search Engine Optimization
Multilingual Search Engine Optimization
Indirect traffic
Offer multiple options for conversionand reinforce the value proposition
Keywords
Keywords
Relative & useful information onlyone click away
Keywords
Relative & useful information onlyone click away
Different conversion options and paths
Homepage - Shortcuts
Homepage - Shortcuts
Timetable
Routemap
Routemap
What is web analysis all about?
• WHO is visiting your web?• WHAT did they look at, and in what order?• HOW did they find you?• WHEN did they visit your web, and for how long? • WHY did they leave your site?
Smart tags to optimize content
SEO is 3 things:
•Inbound links
•Content
•Implementation
6 things you should look for in a CMS solution to
support SEO
Readable URL’s
1
Dynamic... Title tags Metadata Navigation
2
Semantic HTML
3
Custom 404 page
4
Write once deploy multiple times
5
Translation and localisation
6