Complex Made Simple

Optimizing Online Sales For The Tourism Industry

image source: stockvault.com

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Generating Results Globally

+

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Our Volunteer @stringcanagency

GETTING FOUND

website.fr

WEBSITE

DURING image source: Flickr CC @DasNickus, @Yellowstone & @Door Concepts

AFTER

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image source: Flickr CC @DasNickus

GETTING FOUND

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6 BILLION searches per day

source: google.com 1/2014

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source: cnet.com 5/2013

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source: cnet.com 5/2013

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PLEASE  DON’T  DO  THIS  

image source: twitter.com

image source: twitter.com

Proper Linking “The philosophy that we've always had is if you make something that's compelling then it would be much easier to get people to write about it and to link to it.” ~ Matt Cutts, Head of Google Webspam

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image source: Flickr CC @Henry’s Travel, @Bee happy123 & @Dan Ripplinger

PAGE QUALITY SPAM SEMANTICS

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Every day, 78% of search results

have some ranking change.

source: moz.com

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source: moz.com

2009

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source: moz.com

The Big Changes •  Social Signals •  Reviews •  Local Optimization •  Relevant New Content

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Getting The Most Out Of Paid Search •  OTA Contracts

•  Using Branded Keywords •  Optimized for your audience

•  Focus on longtail keywords •  Landing pages

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800,000,000+

Google Hotel Finder

Google Hotel Finder Optimization •  Google Places Page •  Google Business Photos •  No duplicate pages •  Google+ account •  Directories updated (i.e. TripAdvisor, Yelp) •  Connection to a Global Distribution System

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website.fr

LEVERAGING YOUR WEBSITE

INFORMATION EASY TO USE

VALIDATION image source: Flickr CC @Horia Varlan, @Zen Sutherland & @newsusacontent

SALES

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Informational

Aspects of Website Information: •  Text content •  Image Content •  Brand /

Ambiance

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Easy to Use Your competition is Booking.com and Expedia, is your website easier to use?

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Validating Can a visitor validate their decision without leaving your site?

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Sales Driven Is your site the best salesman on your team? •  Sales Speak •  Understands the audience •  Not everyone is ready to sign up on the 1st visit

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DURING THE INTERACTION

image source: Flickr CC @Yellowstone

3 Goals During the Interaction •  Likes •  Reviews •  Attach - emails

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Like Getting the guest to Like, Follow, Pin or +1

Be creative Be exclusive Be active

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Attach Find a way to collect an email address

Free WiFi Check-In

START  

Kiosk

Rewards Cards

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Review Reviews are vital to search ranking and purchase validation

Check-in Deals

Ask your guest

Email them request

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AFTER THE INTERACTION

Getting Them Back Dynamic follow up strategy

Guest  Departure  Email  –  Receipt  

Business  Guest  

Thank  you  email  –  Leave  a  review

+2  days  

Special  Business  Guest  Deal  in  

May  

Family  Guest    

+2  days  Thank  you  email  –  Leave  

a  review  

+7  days  –  free  desert  if  you  book  again  

+38  days  -­‐  72  hour  Summer  

Deals    

American  Guest    

Thank  you  email  –  Leave  a  review

+2  days  

+  35  Days  Share  with  a  friend  Deal  

+65  days  Special  Facebook  Access  

to  the  Chef    

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Create Brand Advocates Develop and garner brand advocates •  Invite online influential people to experience your

brand •  Interact when brand is mentioned •  Offer deals for advocates

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6 Key Points •  Google is constantly changing •  Relevant content is king •  Leverage & Optimize getting found •  Make sure your website is as user friendly as

the OTA’s •  Your website should be your best sales

person with content, reviews & call to actions •  Engage with your guests during and after their

visit with social media, reviews and email

Q&A THANK YOU!

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