I do not know if the SEO is dead or not, what is clear is that it is increasingly fashionable as I say and anyone has the audacity to write about SEO, without being anywhere near an expert ... even if a 'SEO mind 'in the making.

During the last decade I have observed the evolution of the concept we know actuamente as SEO, Search Engine Optimisation. In the beginning, the optimization was to have 'metatags' on every page, control the density of keywords, generate 'link popularity' netmechanics use to optimize the HTML, 'submitear' URLs to hundreds of sites and do some another clever trap to generate traffic to your site, ... - the most effective ;-)

In many cases, if you did well, you were especially insistent and creative butt, these techniques work very well at low cost . SEO gradually became standard practice at all. Com. but it was not until the appearance of Google when it took more and more important, evolving to become one of the disciplines of online marketing more important for generating web traffic today.

The SEO has become even a way to pose and do things on the Internet. A good SEO is a very creative person, with extensive knowledge of the Internet, with technical background, with a clear business vision and above all with infinite patience and perseverance. Many of us have done the odd pine tree (SEO Lammers), but few that can be considered good SEO professionals and also get paid for it.

I only know one person who meets the above characteristics, his name is Enrique Aguilera and work together on Vueling , he and SEO and I as head of IT on the web. With your permission, I will write something about my humble view of how I think they should develop an SEO strategy in the context of an airline to distribute directly through the web (ie, 100% commercial airlines). Enrique is an expert in this topic, among many others, and taught me much about the reality of SEO.

From my point of view, there are several lines of action key to the success of SEO in an airline:

• Culture and organization - All commercial and marketing areas of the airline, including the top management should have a vision 'SEO Mind'. That is, should understand the basics and benefits of SEO and ensure their adoption in the organization. The basics of SEO should be to join the company's business vision and its application to fully cross IT, Web, Customer Intelligence, Marketing, Online Marketing, Customer Care and PR. The SEO should monitor any activity and season to reverse on the web and also be responsible for a budget and own equipment and specific business objectives. The SEO currently requires resources and organization to provide them.

• Fresh content and quality - the airline's website should include on its website, as well as processes on-line booking and associated services on the fly, content of interest on the destination, the generation, editing and / or around the productionof content should be monitored from the SEO perspective. The airline should act as an agent to promote tourism in the destinations it flies and become a content aggregator and tourist information. This would provide a basis to SEO content that, properly managed, would favor the natural positioning Some of the key strategies are:
  • Promotion of 'destination': it is about creating partnerships with organizations that promote tourism destination (DMOs as spain.info, holland.com, visitgreatbritain.com). This will provide firsthand reacionado content with destiny, as it will be the primary source content, ensuring the adequacy and quality. The SEO exploit this content and work to capture traffic from all those searches related to major tourist attractions in destination such as landmarks, landscapes, events, traditions, culture, entertainment, hospitality, food, etc ...
  • Socialization: this is to create and promote social spaces with several common themes related to tourism, leisure and hospitality at the destinations, from the perspective of information and also from the perspective of the user experience. The blogging properly moderate opinion, incorporating user generated content like reviews and stories of experiences of the user, persentados multimedia format (text, images, videos), having presence in major social networks like facebook , twitter , etc. allow the SEO ... have lots of fresh, dynamic content and community capacity building.
  • Customization: the possibility of adapting services and web content as the user profile that accesses the web, SEO will provide the ability to diversify its scope too. Why focus on the user-oriented SEO leisure, and what happens to the business user or the user who only seeks the cheapest? If the airline's website is able to mutate in real time as the access profile, SEO design also shares a segmented and will get the right traffic in each case.
• Technique and technology - The SEO must go hand in hand / technology units, development and web layout. The web development department shall implement SEO initiatives that require the execution of logic and interaction with databases, such as automatic generation capabilities of content or meta tags, code optimization and submission 'SEO adaptation' between other. The department or operating system must implement and manage change in DNS, redirects, creating friendly URL, creating subdomains, web server configuration, ensure speed of response and load times, etc ... The department creative web layout should follow the guidelines SEO when designing the lay-out for the presentation of HTML content and also within the content generation.

• Measurement and analytical - Like any business process the "measure" is also the key to SEO. It is important to measure the effectiveness of actions SEO, conversion keyword, evolution of the natural position for each of the search engines, etc ... web analytics systems like Analytics or Sytecatalyst should be adapted to measure the SEO. On the other hand, corporate information systems should include metrics to build the SEO scorecard, which reflects the main KPI to monitor the effectiveness and quality of SEO actions and helps decision making and identification of areas for improvement.

All this would be applicable today in most airlines. Many of them already applied consistently SEO, whether through internal resources or a model of 'outsourced SEO', but how many of these airlines apply an optimal SEO?, I think few.

Looking to the future and wonder how it will develop the SEO, from my point of view the figure of SEO and his team will tend to disappear in many cases. Necessary to optimize the web and how to do things, will be increasingly rooted in their own teams, ie the SEO will be intrinsic to the methods and the organization responsible for managing the web, both in the technically and in business.

To finish, attach a curiosity on a case related to the topic of SEO and the world airlines. Visit link .

Greetings to all and Merry Christmas.

PS: SEO, you spend very good holidays with your children and encouragement in your new stage agur.

Alex.

Entries of interest

• 01/11/2008 - The crisis in the sky (2)
• 29/10/2008 - Ancillaries, ¿salvation or perdition? (1)
• 05/12/2009 - Vuelos2: Vueling and Ryanair debut Lleida-Alguaire - Expansión.com (0)
• 12/12/2008 - Flights over the map (2)
• 23/10/2008 - ¿Look2book or conversion? (0)