Case History: The Directory As An SEO Tool

The particular Europelowcost project originated as a search engine and price comparison tool intended for both leisure and business journey. The subsequent development towards themed directories has a clear strategic validity, in terms of positioning on search engines, and ease of use, by allowing travelers to make the best use of the information.

First analysis

The fundamental assumption is that the company of data into categories with varying levels of depth is the most reasonable solution for providing simple, rational and fast data retrieval. This type of structure on the web is known as a directory.

We discovered the best way to organise the content obtainable by analysing two possible options:

o Sub-division by country, collection together all the services for that location (i. e. flights, hotels, hostels and cruises are offered together).

o Vertical sub-division by service, separating and “specialising” the individual directories (i. e. organisation by service: just flights, just hotels, etc).

After the necessary consideration, the development group opted for the second solution: to divide the information by theme.

The reasoning that led us to deny the first option resulted from the fact that, in terms of ease of use and of indexing with the search engine spiders, developing a multi-service listing organised according to destination would have resulted in information overload (and therefore a sense of disorientation for the end user), due to information on airports, airlines, hotels, hostels, cruises, etc . all being on the same page.

It was therefore clear that individuals should specialise and sub-divide the particular search by service, with get across marketing of services by location (e. g. from the page of flights to a particular destination, you can find links to hotels and hostels in the same city/country).

Search Engine Optimisation Needs

From the point of view of search engine optimisation, the way we chose is more effective in terms of its thematic focus: a large number of pages with unique, specialised content, which are full of hypertext information.

The model of listing development can be summed up as comes after:

1 . Home page, with the usual search function, special offers and top queries, as well as links to the four major categories of the directory (e. grams.: [http://en.europelowcost.com/cheap_flights/default.aspx]) and stationary pages containing useful information;

second . Unique internal pages. Great care was taken in the differentiation from the title tag (which not simply by chance includes the europelowcost brand), the meta description and the introduction texts;

3. Rewriting the dynamic URLs.

The whole design of the site completely conformed to the search engines’ high quality guidelines, there was no addition associated with graphics to slow down access, plus despite what the many detractors of all things Microsoft have to say, the Asp. NET programming language proved by itself to be robust, fast and flexible.
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Organisation of content

Large sources and a proprietary multi-service search engine allow us to record and find a large quantity of data based on consumer behaviour (the toolbar for Internet Explorer and Firefox was also a significant factor). The crucial point was to decide steps to make best use of this mass of information, by rationalising it and which makes it easy to consult.

The most important sector in strategic terms was the flights, that have been organised in the usual way, list destinations by continent, country, plus city. This classification of results was extended to the other web directories (hotels, hostels, cruises). The way the details is structured allows for two major search criteria: for flights from a destination or airport, each country is linked to the list of nationwide and international airlines that serve that destination. The area dedicated to air-ports, which is also present for every single area, allows users to consult home elevators every airport worldwide, shown on interactive maps with satellite pictures.

The Conversion Rate of the project, which is significantly over 4% (October 2006 – January 2007) as well as its stable presence on Google, achieved in under two months (77, 000 pages listed, excellent search engine results position for a very large number of searches, no penalties whatsoever) are very encouraging and positive results, which lead the observer to believe that this tool is of particular significance plus popular with the public.

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