Airshow Search Engine Marketing

1
Airshow Search Engine Marketing
2006 ICAS Presentation
Outline
Presentation is online!
www.AirshowTa
ctics.com
Introduction

Objective

Airshow Example
Web Site Fundamentals

As a Marketing Tool
2006 Review

“The Good”

“The Bad”

“The Ugly”
Successful Site Examples

Successful Site Breakdown
Search Marketing

Search Engine Facts

Heat Map
Onsite Optimization

Keywords
Offsite Optimization

The Big Secret . . .
Field Trip
Implementation
Objective

Learn what techniques can position your air show web
site higher in Google and other top search engines.
Information is only the TIP of the iceberg!
The information presented is derived from:
Airshow Tactics for the Web
(Event Edition)
Culmination of …

14 years of Internet development experience

6 years of Airshow web site experience

Audit of over 100 ICAS Performer websites

Audit of over 200 ICAS Airshow Event websites
The Airshow Experience
Web Site Fundamentals
Does you web site accomplish the following?

Save time?

Save Money?

Increase Revenue and Profitability?
If you site isn’t doing all of the above, you aren’t
maximizing your web site potential.
Your most important Marketing Tool

Your web site is the best return on investment
as a promotional
and informational resource

When people visit your web site,
their attenti
on is focused 100 percent on you

Web sites are located in on
e place (www.yourwebsite.com
),
24 hours a day, 365 days a yea
r, worldwide.
Traditional advertising

Traditional advertising should complement your online efforts
As Marketing Tool, continued …

Websites offer tremendous flexibility for information distribution
you can offer information digitally, minus the printing costs

What other form of advertising can be updated as quickly and
inexpensively as your website?

Your airshow performer website is also a valuable customer service
channel, it allows you a channel to quickly collect feedback
2006 Event Site Review
General Overview of Airshow Event Web sites for 2006
“The Good, the Bad, and the Ugly”
No site SLAMMING!
“The Good”

Most pages are HTML based

Better balance of information and design

Better focus
“The Bad”

Splash Pages

Sites that aren’t compelling

Multimedia handling –
Flash Overuse

Come see the Raptor
“The Ugly”

Site that don’t load, yet listed in Google

Broken Links
Successful Site Example
DailyHaHa.com
Successful Site Example
PileCabinet.com
Successful Site Breakdown
DailyHaHa.com
40,000 Visitors Daily
60,000 Peak Visitors Dail
y
Generates Revenue
Through Advertising
Thousands of pages
Pilecabinet.com
Does five to six
figures in revenue annually
Only two pages
Utilizes Keyword
Targeting and
Copywriting
Today’s Topic -
Search Marketing
SEM and SEO are important parts of a
much larger online marketing strategy
What is Search Engine Optimization?
What is Search Engine Marketing?
Search Engines Facts
As an important part of your online marketing strategy
Can you type in your name and show in the top listing?
Search Engine Statistics

50% of all users click on the first link to appear

About 80% of users looking to purchase something
start with search engines

Search engines provide targeted traffic!
Important Note on Flash Site

They are rarely indexed properly in search engines

If possible use HTML
(Peter Kent, SEO for Dummies)
Google Heat Map
Onsite Optimization
What is onsite optimization?
Important Onsite Factors (describe each)

<title> tag

HTML Text

Description tags

Keyword Targeting
Keywords
Searches on keywords provide qualified traffic
Data below collected from Meta Engines (
Market Research Data)
Airshows
miramar
airshow
143.0/day
Airshow
129.0/day
Airshows
103.0/day
Airshow Performer
airshow performer
2.0/day
Concentrate on the keywords that bring you visitors

Your Airshow

Your Town

Performers
Keyword tool, http://www.digitalpoint.com/tools/suggestion/
Offsite Optimization
What is off site optimization?
This is 75%+ of search engine optimization
Important Off site Factors

The Big Secret everyone misses or ignores . . .
The Big Secret is . . .
Backward Links
This is the most important SEO consideration.
Get High quality links to your page!
What are high quality links?
This is directly connected to where you appear in SERP.
Things you can do:

Get other sites to link to your web site

Get Links from your sponsors

If there are articles about the show have them link

Have a linking policy in place
The Field Trip
Going Online
Implementing the Information

Have your current developer integrate suggestions

Integrate suggestions on your own

Hire someone to integrate suggestions

Get more information on SEO and SEM online!
The easiest way to learn is by trying it yourself

Protect yourself by backing up your files
In Conclusion …
Your web site is there to create solutions to your
marketing challenges …
If you take away only one thing from this presentation:
Get High Quality Links to Your Site!
“There are no guarantees in life, only opportunities.”
–M
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c
h
a
e
l
M
i
c
h
a
l
k
o
Thank you for your time!
Please Visit …
www.AirshowTactics.com
Learn How to:

Save thousands of dollars
in unnecessary
web development costs

Maximize the marketing power of
your current airshow web site

Use insider web site Secrets to your advantage

Save thousands of dollars on advertising

Learn how to get the most out of traditional advertising via your
airshow web site
“Event Organizer Edition”
Limited Time Introductory
Offer for ICAS Members
6 Month, 100% Money Back Guarantee!