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Inbound Marketing and SEO for Travel and Tourism Public Relations (PR) - PRSA 2009

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Inbound marketing tips and tricks for public relations (PR) in the travel and tourism industry, including lots of information about search engine optimization (SEO) and publishing content like blogs …

Inbound marketing tips and tricks for public relations (PR) in the travel and tourism industry, including lots of information about search engine optimization (SEO) and publishing content like blogs and viral videos.

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Transcript

  • 1. Search Engine Optimization (SEO) 101 PRSA Travel and Tourism Annual Conference May 6, 2009 Mike Volpe VP Marketing @H bSpot @HubSpot Twitter: @mvolpe
  • 2. Outbound Marketing
  • 3. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson p
  • 4. The Bad News… 4
  • 5. The Good News… 5
  • 6. Inbound Marketing Blog g SEO Social Media
  • 7. Threat and Opportunity 1950 - 2000 2000 - 2050 7
  • 8. Budget vs. Brains Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee
  • 9. Inbound Marketing Process Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO Get Found • Analytics Convert Convert • Test • Offers / CTAs Convert C t • Target • Landing Pages • Nurture • Email • Lead Intelligence • Lead Mgmt • Analytics
  • 10. Search Engine Optimization 3,000 searches per second • Publish more content • Optimize your content • Promote your content
  • 11. Organic Search is Best Free Pay Per Click – 25% of Clicks More traffic Organic Results Smarter people 75% of clicks Longer l ti L lasting Source: Marketing Sherpa and Enquiro Research
  • 12. Pick Your Keyword Battles vs. s Flickr: Flickr: Extra Medium Flickr: Flickr: Simonstarr 12
  • 13. Pick Your Keyword Battles 1. Search volume 2. Relevance to your business 3. 3 Competition • “marketing” • “internet marketing” g • “internet marketing software startup founded 2006 in cambridge, mama” 13
  • 14. SEO On-Page OP Off-Page Off P
  • 15. On-Page SEO • Page Title • Clean URL • Headers & Content • Description
  • 16. Attractive: Humans vs. Google www.seo-browser.com 16
  • 17. SEO Competition for Your Brand 17
  • 18. Off-Page SEO • Recommendations from friends 1. I 1 “I know HubSpot” HubSpot 2. “HubSpot is a marketing expert” 3. 3 You trust the person saying this • Links are online recommendations 1. A link: www.HubSpot.com 2. 2 Anchor text: Internet Marketing 3. Link is from a trusted website
  • 19. Comparative SEO Data 19
  • 20. How Many Tickets Do You Have?
  • 21. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases • Anything… Anything
  • 22. Where to Publish?
  • 23. Promote Your Content to Get Links
  • 24. What is the role of PR in SEO? Get more links for your client by creating and promoting content. 24
  • 25. www.HubSpot.com www.WebsiteGrader.com Page Title: “Website Page Title: “Internet Grader SEO Tool” Marketing Software | HubSpot HubSpot”
  • 26. Links in News Releases 1. Use keywords as anchor text 2. Also have full URL link 3. 3 Match keywords to SEO of target page 4. Link in first 100-200 words 5. Be wary of links to other websites 6. 6 Remember the other 99% of your website besides your home page
  • 27. Links from PR Links from major media j and top blogs are 100 times better than news release links. 28
  • 28. Post News Release in Blog Format • Post on your website – use blog • RSS F d Feed • Subscribe by Email y • Tags •A t Automatic Archive ti A hi • Publish RSS Titles on Homepage, etc.
  • 29. Wire Service Tips 1. Verify you can use anchor text links (different li k t t i each release) (diff t link text in hl ) 2. Use lowest price / distribution (online distribution does not change) 3. Multimedia / SMNR limits your syndication, syndication so use sparingly
  • 30. http://PressRelease.Grader.com
  • 31. SEO Measurement Flickr: Flickr: noblelgnnoble
  • 32. Website Grader
  • 33. SEO Rankings
  • 34. Traffic, Leads and Customers Visitors from SEO Visitors Leads Customers SEO 5,289 754 12 Blogging gg g 834 72 3 Social Media 511 28 1
  • 35. Case Study: Reynolds Golf Academy •
  • 36. The Results Blog Subscribers Site Visitors &L d Leads
  • 37. Thank You! PRSA Travel and Tourism Conference May 6, 2009 www.HubSpot.com/free-trial www.Grader.com www Grader com (Press Release Grader) Mike Volpe HubSpot H bSpot VP Marketing Twitter: @mvolpe