2011 05 IRLday - Marketing for hospitality, Dublin City U
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Transcript of 2011 05 IRLday - Marketing for hospitality, Dublin City U
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Cloud Marketing for Tourism
(day / month / year)
Gillian Muessig
President & Co-founder, SEOmoz
Dublin, Ireland - May 24, 2011
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Tactical SEO for Tourism
• SEO Basics
• What’s Changing
• What to Write & How to Write It
• Link Building
• Building & Leveraging Community
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SEO Basics for Tourism
(day / month / year)
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Organic vs. Paid SEO
Organic
Paid
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SEO vs. PPC Spend
~85% of Clicks
~10% of Clicks
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Search Ranking Factors 2009
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Search Ranking Factors 2011
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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
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Search Marketing Was:
• SEO• PPC
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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…
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Crawling & Indexing
Without links, the engines might never
find this page
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It’s Not Just Quantity
Via www.opensiteexplorer.org
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It’s About Quality
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Domain Metrics
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Is This Link Worthwhile?
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How Much Link Juice Am I Getting?
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Tell the Bot What’s Important
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Writing Content for Tourism
(day / month / year)
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Keyword Research – What to Write
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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
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Keyword Usage
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Term Frequency and Inverse Document Frequency
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Co-Occurrence
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Topic Modeling
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Negative & Positive Keywords
• Think about negative keywords in a similar fashion to negative keywords for ppc.
• Think about positive keywords in localized terms
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Relativity• The numbers are RELATIVE• Track numbers over time – shoot for improvement
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Building Links in 2011Going Beyond the General SERPs
(day / month / year)
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How We Build Links Is Changing
• Freshness• Diversity• Authority• Branding
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Links Are Still The Strongest Signal
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Skip the Competitive SERPs
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Leverage the QDF Algorithm
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QDF Is Getting Faster: Break News First
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Local Search
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QDD: Query Deserves Diversity
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Brand Mentions Matter
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Twitter: Authoritative Voices
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Mobile SEO
(day / month / year)
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QR codes
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Mobile Browsing is Here
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Hyper-Local Marketing
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Employ Mobile Sitemaps
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Deprecate Beautifully
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The Hyatt Can Do This; Can You?
www.squareup.com
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Test & Sponsor Mobile Apps
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Alternate Search Engines
(day / month / year)
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Characteristics of Search Engines?
• You can search & refine your search• Relevant responses are returned• It can serve up relevant ads
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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
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Tweets in Google’s Results
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Tweets in Google’s Algo
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Set Up Tracking
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Learn: Re-Tweet Optimization
www.slideshare.net/danzarrella/the-science-of-re-tweets
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Community Building
(day / month / year)
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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
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(day / month / year)
It all starts with
Content Marketing
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Update Your Blog Daily(or leverage someone who does)
www.everywherist.com
Target key communicatorsfor your target audience
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Graphics & Illustrations
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Better (More Fun/Relevant) Area Guide
DUBLIN
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Weekly Video Series
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(day / month / year)
Build it and they’ll come?
Nope. Build it, then market it.
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Comments + Conversations
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Social Networks
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Social News & Bookmarking
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Q&A Sites & Forums
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Conferences & Events
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(day / month / year)
Let’s get specific with some
Advanced Tactics
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Advanced Link Building
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Advanced Link Building
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Advanced Link Building
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Advanced Link Building
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Advanced Link Building
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Advanced Link Building
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Advanced Link Building
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Advanced Link Building
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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
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Design Like An Award Winner
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Investigate Your Competitors’ Top Content
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Adioso: See Who Rocks
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Step #1: DiscoverFind inbound marketing paths that look promising and make a list.
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Step #2:TestInvest a few days/hours building authentic value in that niche/sector.
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Step #3: MeasureUse your web analytics to track primary + second-order impact
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Step #4: RepeatThrow out low ROI projects; repeat high ROI ones.
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Thank You!
IRLdaySEOmoz201160 day free trial
Gillian MuessigPresident & Co-founder, SEOmoz, Inc
www.seomoz.org