Search Engine Optimisation for Hotels

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Presentation covering the main areas of SEO for hotels, presented at the Hotel Website Marketing Conference in Dublin.

Presentation covering the main areas of SEO for hotels, presented at the Hotel Website Marketing Conference in Dublin.

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Transcript

  • 1. Search Engine Marketing & Social Media Julian Lynch Commercial Director
  • 2. Agenda Google Search Results Search Trends for Hotels SEO Overview Keyword Research On Page Optimisation Link Building Strategy Effective PPC Campaigns Sponsored Ad Formats Analytics and Measurement Optimise the Customer Journey Changing Online Behaviour Google Blended Search Interactive Return
  • 3. Google Search Results
  • 4. Search Trends for Hotels
  • 5. Search Engine Optimisation
  • 6. SEO Overview
  • 7. Keyword Research
  • 8. Keyword Research
  • 9. On Page Optimisation
  • 10. Link Building Strategy
  • 11. Link Building Strategy
  • 12. Sponsored Search Advertising
  • 13. Effective PPC Campaigns
    • Ongoing Testing of Creatives (A/B)
    • Clear Objectives
    • Ongoing Research Strategy
    • Appropriate Creative Per Keyword
    • Intelligent Use of Matching
    • Rigourous Investigation of ROI per keyword/creative combination
    Effective PPC Campaigns
    • Integrate With Other Campaigns
    • Follow Competitors and Trends Analysis
  • 14. Branding V Direct Response Promote Brand – Increase Conversions
  • 15. Sponsored Ad Formats
  • 16. Analytics and Measurement
  • 17. Optimise the Customer Journey March 2009 Awareness Interest
    • T est-and-learn optimisation process
    • Optimise against each stage of the customer journey
    February 2010 Consideration Conversion Retention Maximise
    • Analysis & optimisations
  • 18. Social Media
  • 19. Changing Online Behaviour www. interactive return.com
  • 20. Changing Online Behaviour
  • 21. Google Blended Search
  • 22. Interactive Return Team