Cloud Marketing for Tourism

(day / month / year)

Gillian Muessig

President & Co-founder, SEOmoz

Dublin, Ireland - May 24, 2011

Tactical SEO for Tourism

• SEO Basics

• What’s Changing

• What to Write & How to Write It

• Link Building

• Building & Leveraging Community

SEO Basics for Tourism

(day / month / year)

Organic vs. Paid SEO

Organic

Paid

SEO vs. PPC Spend

~85% of Clicks

~10% of Clicks

Search Ranking Factors 2009

Search Ranking Factors 2011

SEO Isn’t Dead; It’s Evolving

• Link-based factors are waning

• Social data is increasing

• Page-level link metrics fell the most (43% - 22%)

• Keyword-level domain metrics, brand data + social rising

• The 2011 survey asked for more detail/specificity which may be responsible for some of these shifts

Search Marketing Was:

• SEO• PPC

Search/Cloud Marketing Involves:• Technical SEO• Keyword Research• Link Building• Viral Marketing• Social Media Marketing• Mobile Media Marketing• Comment Marketing• Blog Marketing• Alternate Reality Games• Community Building• Customer Retention

• Pay Per Click Advertising• Banner Advertising• Facebook Advertising• Twitter Advertising• Alt Platform Advertising• Print Media Advertising• Radio Advertising• TV Advertising• Product Placement• Samples• I’m out of space…

Crawling & Indexing

Without links, the engines might never

find this page

It’s Not Just Quantity

Via www.opensiteexplorer.org

It’s About Quality

Domain Metrics

Is This Link Worthwhile?

How Much Link Juice Am I Getting?

Tell the Bot What’s Important

Writing Content for Tourism

(day / month / year)

Keyword Research – What to Write

Topic Modeling – How To Write It

http://www.seomoz.org/blog/content-optimization-revisiting-topic-modeling-lda-our-labs-tool

LDA correlates w/ Google rankings

better than any other on-page feature

Keyword Usage

Term Frequency and Inverse Document Frequency

Co-Occurrence

Topic Modeling

Negative & Positive Keywords

• Think about negative keywords in a similar fashion to negative keywords for ppc.

• Think about positive keywords in localized terms

Relativity• The numbers are RELATIVE• Track numbers over time – shoot for improvement

Building Links in 2011Going Beyond the General SERPs

(day / month / year)

How We Build Links Is Changing

• Freshness• Diversity• Authority• Branding

Links Are Still The Strongest Signal

Skip the Competitive SERPs

Leverage the QDF Algorithm

QDF Is Getting Faster: Break News First

Local Search

QDD: Query Deserves Diversity

Brand Mentions Matter

Twitter: Authoritative Voices

Mobile SEO

(day / month / year)

QR codes

Mobile Browsing is Here

Hyper-Local Marketing

Employ Mobile Sitemaps

Deprecate Beautifully

The Hyatt Can Do This; Can You?

www.squareup.com

Test & Sponsor Mobile Apps

Alternate Search Engines

(day / month / year)

Characteristics of Search Engines?

• You can search & refine your search• Relevant responses are returned• It can serve up relevant ads

Examples of Alternate Search Engines

• Facebook & Orkut• LinkedIn• Twitter• Yelp, Urban Spoon• Hotels.com, Oyster.com• Hipmunk, Kayak, Bing Travel• Travelocity, Expedia• YouTube, Vimeo, Netflix• Quora, Yahoo! Answers

Tweets in Google’s Results

Tweets in Google’s Algo

Set Up Tracking

Learn: Re-Tweet Optimization

www.slideshare.net/danzarrella/the-science-of-re-tweets

Community Building

(day / month / year)

http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing

Blogs + Blogging

Comment Marketing

News/Media/PRSEO

Social Networks

Word of Mouth

Q+A Sites

Forums

Online Video

Podcasting

Webinars

Research/White Papers

Infographics

Social Bookmarking

INBOUND MARKETING!(AKA “free” traffic sources)

Direct/Referring Links

Type-In Traffic

Email

(day / month / year)

It all starts with

Content Marketing

Update Your Blog Daily(or leverage someone who does)

www.everywherist.com

Target key communicatorsfor your target audience

Graphics & Illustrations

Better (More Fun/Relevant) Area Guide

DUBLIN

Weekly Video Series

(day / month / year)

Build it and they’ll come?

Nope. Build it, then market it.

Comments + Conversations

Social Networks

Social News & Bookmarking

Q&A Sites & Forums

Conferences & Events

(day / month / year)

Let’s get specific with some

Advanced Tactics

Advanced Link Building

Advanced Link Building

Advanced Link Building

Advanced Link Building

Advanced Link Building

Advanced Link Building

Advanced Link Building

Advanced Link Building

Incentivize Sharing in Your Community

The brilliant strategy by http://www.urbanspoon.com made them one of the biggest players in the local restaurant business and got them acquired by IAC

Design Like An Award Winner

Investigate Your Competitors’ Top Content

Adioso: See Who Rocks

Step #1: DiscoverFind inbound marketing paths that look promising and make a list.

Step #2:TestInvest a few days/hours building authentic value in that niche/sector.

Step #3: MeasureUse your web analytics to track primary + second-order impact

Step #4: RepeatThrow out low ROI projects; repeat high ROI ones.

Thank You!

IRLdaySEOmoz201160 day free trial

Gillian MuessigPresident & Co-founder, SEOmoz, Inc

www.seomoz.org