HTI 746 Study Guide - Final Guide: Search Engine Optimization, List Of Neighbourhoods In Toronto, Search Engine Marketing
15 Dec 2016
School
Department
Course
Professor
HTI746 Destination Management Systems
Week 1 09/08/16
Disintermediation
- No intermediary (or middle person)
- Selling direct
- Not using a travel agent
- Internet is a great tool – why?
o International
o Quick
- Intermediator = curator
- PROS: Direct knowledge about products
- CONS: not many choices
Week 1 (Lab)
Strategy
- Business direction
- Market focus
- Products and services
- Defining advantage
- Allocation of resources
- Questions:
o How will we make money?
o What business are we in?
o Who are our customers?
o What are we selling?
Week 2 09/15/16
Pure Destination Site
- Exists not to make money for an individual owner but for the destination itself
- Site itself does not make money but they can generate money as a country by bringing people in
Types of Tourist Websites
- Hotels
- Attractions
Other Types of Tourist Websites
- Online Travel Agency
- Travel Portals eg. Kayak
Types of H&T Websites
- Amusement parks
- Hotels
- Travel agents
- Resorts
- Airlines
- Booking/Selling
- Information
Types of Geographical Websites
- City
- Tourist Area
- Country
Destination Management Organization (DMO)
- City, country, geographical area
- BIAs (Business Improvement Areas) – helps to improve the area
- Purpose – to get people to come to the area, to promote the area
- Funding
o Govt/municipalities
o Merchants/local businesses
Search Engines
Role of Search Engine Optimization (SEO)
find more resources at oneclass.com
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2
- Reach
o You can find visitors
o Visitors can find you
Role of Content & Design
- Loyalty
o Visitos oe ak, sta ahile & ase ou all to atio
Some reasons why you think a website is good / What do search engines look for?
Strategy Components
- Clear - Look and feel
- Target market - Navigation
- What is offered - Useful links
- Purpose of website - Relevant content
Components of a Search Engine
1. Crawler or a Bot
- Bots pefo similar actions to humans
2. Database
- Website data collected from crawler
3. Parsing Engine or Query Interface
- Breaking sentence into components
- Eg, The cat ate the food
o Subject = the cat
o Verb = ate
o Object = the food
- Determines the relevance
4. Search Algorithm
- ranks websites
The long tail of search
- The oe speifi ou seah te is, the less esults oue goa get eg. boutique hotels near Union Station
- Head term – more general one, will get a lot of results eg. luxury hotels
Week 2 (Lab)
Define Website
- It ranks high on search engines
- Visitors explore the site
- Visitors stay a long time on the site
- Visitors refer others to the site
- Visitos ase the all to atio
Week 3 09/22/16
KEYWORDS
How do you evaluate the success of your search?
- Relevant content
o The content is relevant to the keyword you used in your search
o Text
o Pictures
o Outbound links
o Pages on your site
Keywords: Organic
- No payment made to search engine
- Crawler looks at the content
- Web designer must place keywords in strategic locations on webpage
- Search engine determines the relevance
- Search engine algorithm gives the webpage a rank
Keywords: Pay Per Click (PPC)
- You bid for the keyword
o You cannot pay to be #1
find more resources at oneclass.com
find more resources at oneclass.com
3
o Whe ou lik o the ad, thats he the ake oe
- Does not have to be on the webpage
o Eg. search for Paris, Berlin as an ad comes up (paid)
o Eg. in a newspaper, news will be organic and classified ads will be paid
- You pay when a surfer clicks on your link in the Search Engine Results Page (SERP)
- Biased
Differences
- Organic
o No payment to the search engine
o Takes about 3 months
- PPC
o Payment to search engine on click
o Immediate (days)
Similarities
- Both require time, effort and $
o To monitor ranking
o To manage the keywords
o To modify keywords as required
Where are the keywords?
- SEO – built into the site
- PPC – independent of site
Organic Keywords
- Can be more than one word
- Spelling: need to allow for different spelling
- Long tail
o Broad vs specific
- Ideal Keyword density
o 3 to 5%
o Beware of keyword stuffing
For the webpage: On-Page Factors
- Content
- Links
- Keywords in the right place
o URL
• Uniform Resource Locator
• A reference to a resource on the Internet
o Title tags
o Header tags
o Img tags and Alt text
o Anchor text – a word/text that connects you to another website eg. Click Here
Readable by crawler
- Crawler reads HTML
- Does not read:
o Frames
o Javascript
o Flash
Tags
- HTML Tags
o Language
o Also read by search engine
- Meta Tags
o Not for external consumption!
o For the search engine
o Search engines tend to ignore meta tags
What is HTML
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
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