Surtrek

Project 2

Surtrek.com

We have to change it into effective e-commerce site.

By Ryo Ohira

1. The Fact

2. Improvement on SEO

3. Set the Target

4. Change the Design

5. Sense of Human Existence

6. The GOAL

7. The Cost

surtrek.com Dec 1 2011 to Nov 30 2012

surtrek.jp Dec1 2011 to Nov 30 2012

surtrek.com 10 best searched keywords for Nov.2012Keyword | Visits | % Visits |
1. | (not provided) | 1,016 | 25.64% |
2. | surtrek | 149 | 3.76% |
3. | catamaran | 56 | 1.41% |
4. | ecuador | 43 | 1.09% |
5. | brazil | 32 | 0.81% |
6. | venezuela | 26 | 0.66% |
7. | surtrek ecuador | 21 | 0.53% |
8. | surtrek equador | 20 | 0.50% |
9. | cotopaxi | 17 | 0.43% |
10. | galapagos | 17 | 0.43% |
Surtrek.jp 10 best searchedkeywords for Nov. 2012

| 　　訪問数 | 訪問数（%） | |
1. | ウユニ塩湖（Uyuni Salar） | 5,298 | 16.24% |
2. | (not provided) | 4,242 | 13.00% |
3. | ウユニ塩湖 ツアー(Uyuni Salar Tour) | 2,143 | 6.57% |
4. | マチュピチュ 行き方（Machu Picchu how to get there） | 853 | 2.61% |
5. | ボリビア ウユニ塩湖(Bolivia Uyuni salar) | 706 | 2.16% |
6. | ウユニ塩湖 行き方（Uyuni Salar How to get there） | 410 | 1.26% |
7. | スールトレック(Surtrek) | 360| 1.10% |
8. | 塩湖（salt lake） | 332 | 1.02% |
9. | ウユニ（Uyuni） | 297 | 0.91% |
10. | マチュピチュ ツアー（Machu Picchu） | 262 | 0.80% |
1.The Fact we can read from Analytics.

Surtrek.jp has
3 times more people visited in last 12 months.
Average of 5.6 times more people visited in last 6 months.

From the keyword.
* The most effective keyword for surtrek.com is
“SURTREK”
This search wordis only for people who know our company “SURTREK”. (However its still only 149 people, where “Surtrek (in Japanese)” has been searched by 360 people.)

We should reach to people who want to buy tour.

* The most effective keyword for surtrek.jp is
“UYUNI SALAR”
* This word is for people who are interested in UYUNI SALAR.
* Not the company.

People we are looking forin the web is people who is searching the ”particular destination information”, “how to get there”, “where to buy the tour”.

Not the people who is looking for “Catamaran” or “ecuador” or “brazil” or “Venezuela”.
 ・Those words are too broad.

So far surtrek.com is not very effective as an e-commerce site, but only effective as company introduction site.

“We need to set the right Keywordon each page to maximize the number of landing page”
How we do it.

2. Improvement on SEO
universal BASIC SEO technique

“title”
Important. Each page title should include the keyword for the page

“Meta tag” - Though meta keywords tag and meta description tags are not the main factor search engines consider when ranking sites, they should not be left off the page.

‘Keyword’ –useeffectively to emphasize on the important words.
* Set the “Keyword” on each page by using Google Keyword tool.
* Meta Keyword should be limited up to 5 words.
* Include the selected keywords in page contents to emphasize.
* Use analytics to analyze which keywords are searched by users, and reinforce the words on the page.

Example on surtrek.com index page
<meta name="Keywords"content="ecuador, galapagos, ecuador travel, galapagos islands cruises, galapagos travel, hotel ecuador, ecuador tours, galapagos tours, galapagos hotel, amazon jungle tours, adventure travel, trekking tours, expeditions,Honeymoons Galapagos, amazon rainforest tours, jungle lodges ecuador, Galapagos, travel, trip, expedition, Diving liveaboards Galapagos" />

Too much Keyword makes eachkeyword less important.
Most of the keyword doesn’t appear in the content.
Which means these words are just another words. Not keyword.

‘Description’ and ‘Title’
Work on simple and appropriate sentence to describe the contents of the page.

“Hn tag”

The location on h1 tag is wrong. It has to appear before h2 or h3.
Most of the pages don’t even have h1 tag.

Has to have h1 tag on each...