This week we are taking a look at GolfAsian.com
an agency that plans golf vacations in Thailand, Cambodia, and Vietnam.
With a well-organized website and great customer service, they are
poised to become a leader in the golf vacation industry - with a few
website tweaks and online marketing strategies.
SEO: using primary and secondary key phrases
Mark has made some strong efforts toward optimizing the Golf Asian
website. Each page has a unique title tag and meta description, two key
areas that draw visitors in from the search engines. He is also making
use of some key phrases in the on-page titles and in the anchor text of
links within the content. However, many of the phrases targeted
throughout the site include specific golf locations and cities such as
Bangkok, Pattaya, Phuket, and Hua Hin. Unfortunately, these specific
locations are not getting many--if any--searches.
SEO will serve GolfAsian.com best by targeting visitors who are looking
for a golf vacation, but aren't sure where they want to go. I would
recommend using broader terms throughout the website that aren't
Based on some keyword research, some phrases that
are worth targeting as primary keywords are:
- Golf vacation
- Golf vacations
- Golf holiday
- Golf holidays
- Golf vacation package
- All inclusive golf vacations
- Golf trip
- Golf trips
- Thailand golf
Only use the specific locations as secondary keywords on the pages that
are about those cities, courses, packages, etc, and always in
combination with the primary keywords. This way, you are focusing on
more general search traffic while still ranking for the handful of
people searching for a specific destination.
Not sure how to check if people are searching for
your keywords? Sign up for a service like Keyword Discovery or
Wordtracker. Sometimes these services offer a free trial; so plan ahead
and cram your keyword research into a few days.
Link building: beat the competition with a backlink
Currently, GolfAsian.com has around 4,000 inbound links, but they are
all coming from just a handful of websites. While lots of links are
good, they aren't going to help you if they are all coming from the
same source. Links from a variety other quality websites are critical
for ranking well in the search engines, as well as driving traffic to
Instituting a link building campaign will help improve rankings for
more competitive primary keywords, as well as fill up the results for
secondary, less competitive phrases.
A few tips for getting more links to your website:
- Search for authority sites. A "quality" link is one that
comes from a site that has lots of other quality sites linking to it. A
good way to find websites to court for links is to check the backlinks
of your competitors. See who is linking to the high-ranking competition
and ask them to link to you too.
- Get listed in directories.It's important to be listed in
general directories like Yahoo and DMOZ, but also target industry
specific directories such as those for golf, travel, and vacations.
- Go slowly. Getting two many links too quickly is a red flag for search engines.
- Use anchor text. When a good site links to you, you want
them to do it using phrases you are targeting such as "golf vacation
packages." Use your best judgment based on your interaction with the
site manager on whether you can request specific anchor text, or just
be happy with anything from a good site.
to check the links coming into your site, go to http://siteexplorer.search.yahoo.com/
Type in your domain, including the "www" if that's your primary URL.
Click "Explore URL." It will automatically show you the pages of your
site that have been indexed; just above the results, click on "Inlinks"
so see your incoming links. You can change the settings to exclude
links from your own domain and to include links to any page of your
Layout: featuring everything equals featuring nothing
In general, there is too much happening on the Golf Asian website. By
trying to feature so many different things, nothing ends up getting
featured. The key areas that need to jump out from every page are:
- Website name
- Call to action
The content needs to be obvious and easy to scan. Break up long
paragraphs by using section headers and bulleted/numbered lists.
Choose a few items to feature in the sidebars and rotate them, instead of trying to feature everything at once.
Cut the homepage content in half, and then cut it in half again. The
homepage needs to function more like the back cover of a book, giving
visitors a taste of what they will find inside the website. Give a 2-3
sentence overview of what the site is about (using keywords) and then
drive visitors to the deeper content.
The GolfAsian.com website is filled with great information that is well
organized and relatively easy to navigate. Cleaning up the layout,
using more general key phrases, and instituting link building are key
changes that will drive more relevant traffic to the site.
May 16, 2008
Jackie Baker is an internet marketing analyst with SiteLogic Marketing (http://www.sitelogicmarketing.com) where she focuses on auditing websites as well as SEO, social media, usability, and information architecture consulting. She comes to the industry from a marketing/PR and website development background. Jackie maintains an active presence online through her blog RegardingHorses.com (http://www.regardinghorses.com) where she shares her love all things equine, particularly therapeutic riding.