Presentation by Bryan Kelly of Cytrus Technology at the E-Tourism Africa Summit 2010

2. Bryan Kelly
Future Proof your Website for
Organic Search Visibility
(using Microformats)

3. Hello
My name is Bryan Kelly
 SEO & Usability Advocate since 1997
 Previous Clients include:
 William Hill Plc
 The Racing Post
 FinSoft
 Microgaming Systems
 Sportsbook.com
 Usability labs in Texas, New York & London
 Current role: e-Strategy Specialist, Cytrus Technology
(www.cytrus.biz)

4. Today, you’ll learn
 What is SEO & SEM?
 What are Microformats?
 4 Practical Uses of Microformats
 Why you should be using Microformats
 Data Web Marketing - A New Channel

5. But first....Herding Cats

6. Search Optimisation & Search Marketing
Getting higher rankings on major search engines,
is about finding the right balance between
Search Engine Optimisation (on-site), and
Search Engine Marketing (off-site) factors.

7. Search Engine Optimisation
Refers to the factors that you can control on your web site
 The text on your web page
 The number of web pages on your website
 The number of keywords and related keywords on your web pages
 The links on your web pages to other pages of your site
 The links on your web pages to other websites
 The structure of your website
 The HTML code of your web pages

8. Search Engine Marketing
Refers to the ranking factors that are usually out of your control
The most important off-site factor are the links to your web site:
 The number of backlinks that point to your website
 The quality of the backlinks that point to your website
 How often your website is bookmarked on social bookmark sites
 How often your website is mentioned on services such as Twitter

9. Today we’ll focus on factors we can control
MicroFormats

10. What are Microformats?
For years search engine search results were limited to 3 basic pieces of information:
 A Title,
 A Summary, and
 A URL
Microformats markup (fancy HTML code) allows Google and other search engines
(programs) to identify and make use of structured data present in a web page.

11. Most widely supported are: reviews, events, businesses and organizations, people profiles,
products, videos and recipes.
Microformats support is growing...

12. Future Proof?
 Ranking on page 1 of Google isn’t all there is to SEO!
 You have to entice the searcher to click.
 Microformats may be just the thing to increase (clickthroughs) and conversions
 Future proof your organic search visibility for increased SERPs real estate
 Google Maps and Google Places will be using microformats to populate mapping apps
 Microformats may not directly increase your search engine rankings, but they can still be
a vital part of your (local) search strategy.
 OK – How? 4 Practical applications of microformats

13. rel=“me” - Use the attribute to create a “social hub on the web”.
<li id="facebook"><a target="_blank"
href="http://www.facebook.com/ProteaHotels"
rel="me">Facebook</a></li><li id="twitter"><a
target="_blank" href="http://twitter.com/ProteaHotels"
rel="me">Twitter</a></li>
Before After

14. hCard - Use the markup to GeoTag address information for local SEO
After
Before

15. hReview - Use the markup for dealing with individual user reviews
Before
After

16. hCalendar - Use the markup for structured information about events
Before
After

17. Why you should be using Microformats
 Increase click-through rates (15-31% increase in organic traffic, Yahoo!, Google)
 “Give users convenient summary information about their search results at a glance“
 Encourages engagement - add contact info to address book, add events to calendars, etc.
 Increased search results (SERPs) real estate
 More organic search traffic, higher conversion rates. Lower other marketing costs.
 It is (relatively) easy to implement
 Improve your rankings? More visibility, more user engagement, more authority.

18. Data Web Marketing – A New Channel?
 Websites who tag their content with structured data are rewarded with better visibility in
search results and social media streams.
 The explosion of apps for the iPhone, iPad, and Android devices has further increased
interest in APIs. Publishers can extend their reach via Semantic Travel Vocabularies.
 Microformats offer a similar strategic competitive advantage to early SEO, SMM, PPC
adopters.
 Whose data will be the authoritative source in each market out there?
 Whose data will be embedded in the most exciting third-party applications?
 Whose industry-specific vocabularies will become de facto standards?

19. Bryan Kelly
e: bryan.kelly@cytrus.biz
w: www.cytrus.biz
Thank you!

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worth R10,400.00
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