Danish Masterclass 1: Basic Web + Search Marketing Training

masterclass

search + social media marketing

15 november 2010holstebro, denmark

massimo burgio global search interactive / sempoPARTS 1-2

SEARCH SET-UP

Global Search Interactive --- the agency

SEMPO Search Engine Marketing Professional Organization--- the industry

Burning Man--- the creative network

Asturias Paraiso Cultural --- dead project

... and much more--- =)

who the f*** is massimo burgio?

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

http://www.globalsearchinteractive.net


http://www.slideshare.net/massimoburgio


video kick-off: going to holstebro

http://bit.ly/holstebro






made with youtube search stories

www.youtube.com/searchstories






real kick-off video: J3SS3 2010

http://bit.ly/j3ss3-internet






masterclass


PART 1SEARCH

what do you know how about search engines?






! search engines spiders

search marketing basics






search marketing basics! how search engines work






! content is king, keywords are the essence of SEO







! keywords: research, long tail, density + relevancy







! link popularity







! google caffeine 2010







search marketing basics! search relevancy and web performance






search marketing basics! search engine optimization






search marketing basics! organic SEO process






search marketing basics! search engine friendly copywriting






search marketing basics! digital asset optimization (social media optimization)






search marketing basics! search engine advertising (pay per click)

• do you really need it?• branded keywords• long tail is better• quality score• landing pages• landing page testing• analytics






search marketing basics! analytics, KPIs and conversion focus






masterclass


PART 2SET-UP

basic elements• website design + SEO + content + analytics• PPC + affiliate marketing• web performance + landing pages testing• online booking / transactions / customer service• CRM - customer relationship management

online marketing basic set-up








better promotion strategies• SEO + pay-per-click + local search marketing• viral video marketing + email marketing• social media marketing







better promotion strategies• SEO + pay-per-click + local search marketing• viral video marketing + email marketing• social media marketing


online marketing goals• increase online sales + revenues• establish a brand identity / authority• direct relationship with the customers / users






why do you need a well done website?• to add value to membership programs• to promote new services and special offers• to monitor behavior and opinions of clients / users• to increase brand and market reach• to create an online sales channel

web basics: tourism website example






why do you need a well done website?• to add value to membership programs• to promote new services and special offers• to monitor behavior and opinions of clients / users• to increase brand and market reach• to create an online sales channel


online window for your business• a “must” for properties, agencies, hotels, services• basic, clean and usable, friendly and actractive design• complete info, constantly updated• always offer several channels of direct contact• show your brand personality







take it to the next level• virtual property tours• relevant reference links• local highlights and itineraries• regular publishing of editorial features • videos made by editorial team / staff• local listings






take it to the next level• virtual property tours• relevant reference links• local highlights and itineraries• regular publishing of editorial features • videos made by editorial team / staff• local listings


web rockstar• online guest book / testimonials• employees’ blogs• ceo blog• user video/photo gallery• online forum for visitors• live chat with customer service representatives• make-your-own brochures / e-cards / viral apps• event / travel planning tools






search marketing is the solution• critical and very competitive in tourism, travel and hospitality• niche targeting is key• optimize every element for specific keywords• long tail keyword strategy• organic SEO + PPC mixed strategy

web basics tourism: promotion








recommended• landing pages with effective call-to-actions • no barriers to conversion• consider PPC and affiliate support• fresh, relevant and optimized content• blogging + social media marketing• optimized online press releases• video and podcasting








recommended• landing pages with effective call-to-actions • no barriers to conversion• consider PPC and affiliate support• fresh, relevant and optimized content• blogging + social media marketing• optimized online press releases• video and podcasting

but this is already 2.0!!!






masterclass


NEXTWEB 2.0

massimo burgioglobal search interactive / sempowww.globalsearchinteractive.net [email protected]/massimoburgiotwitter.com/massimoburgiolinkedin.com/in/massimoburgioslideshare.net/massimoburgio

tak!

Danish Masterclass 1: Basic Web + Search Marketing Training

Technology

Transcript of Danish Masterclass 1: Basic Web + Search Marketing Training