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Search Engine Marketing & Social Media Julian Lynch Commercial Director
Agenda Google Search Results Search Trends for Hotels SEO Overview Keyword Research On Page Optimisation Link Building Str...
Google Search Results
Search Trends for Hotels
Search Engine Optimisation
SEO Overview
Keyword Research
Keyword Research
On Page Optimisation
Link Building Strategy
Link Building Strategy
Sponsored Search Advertising
Effective PPC Campaigns <ul><li>Ongoing Testing of Creatives (A/B) </li></ul><ul><li>Clear Objectives </li></ul><ul><li>On...
Branding V Direct Response Promote Brand – Increase Conversions
Sponsored Ad Formats
Analytics and Measurement
Optimise the Customer Journey March   2009   Awareness  Interest  <ul><li>T est-and-learn optimisation process </li></ul><...
Social Media
Changing Online Behaviour www. interactive return.com
Changing Online Behaviour
Google Blended Search
Interactive Return Team
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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.

Published in: Technology, Business
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  • Transcript of "Search Engine Optimisation for Hotels"

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