2011 05 IRLday - Marketing for hospitality, Dublin City U
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Cloud Marketing for Touris (day / month / year) Gillian Muessig President & Co-founder, SEOmoz Dublin, Ireland - May 24, 2011
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Great ideas for hospitality sector marketing, presented at Dublin City University, May 2011
Transcript of 2011 05 IRLday - Marketing for hospitality, Dublin City U
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
(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
