Developing a winning search      strategy for your travel agency                      David Burdon                   www.s...
Experience•    Stena Line, Cosmos, Carlsberg•    Created the Somewhere2stay.com brand•    9+ years specialist involvement ...
Objectives• Re-cap where we left-off last year• Highlight some of the issues that came up  in discussion post-presentation...
No Cost Recommendations1. Register your website with DMOZ - £02. Secure your Google Place page - £03. Optimise it - £04. G...
Parting thought• Turn search engines into revenue engines                      www.simplyclicks.com/Travel.htmlTravel Agen...
Feedback 2011• David, Thanks. But I:       1. Can’t compete with the big boys.       2. Haven’t got the time for search ma...
1. Competition• You are not competing directly with  Thomson or Thomas Cook.• You are not competing directly with  princip...
Differentiating• You should be differentiating!• Differentiation means deviation from the  norm in a way that customers va...
Differentiating1.      Think local2.      Be smarter3.      Act quicker4.      Personalise5.      Become a travel brand in...
Smarter Marketing• Marketing isn’t a linear process   – An assumption that the conversion process is     singular, continu...
Search Marketing• More than rankings on Google• More than volumes of visitors on your  website.• Not a stand alone activit...
More Search Opportunities• Since I last spoke here. Search has  become more:       – Local       – Mobile (3 to 25%)      ...
Search is Changing• Personalisation       – Previous behaviour determines the search         (and advertising) results you...
Personalised Search                                  Location                    Previous    Personalised                 ...
2. I Don’t have Time for SEO• You’re an entrepreneur not an  employee.• Free choice over time usage• Mental bandwidth is f...
Finding and Generating Value• Specific searches       – The more specific the search, the more likely         it is to con...
Measuring Value• Almost all online activity is trackable and  measurable.• Limitations in the measurement system –  Be pra...
Search Intent• Each search term provides information  content about the searcher.• Most importantly, the search term conve...
Search Information Content                             Budgetary                             Destination/                 ...
A Search Need•    I want a holiday for n people•    In n months time•    To go to x destination•    With x brand•    And c...
Conversion• The more specific the search the smaller  the volume. But:1. Conversion improves       – All Croatia searches ...
Brand Related Searches• Searches for your business name• Searches for the products you market• Searches for the products s...
3. Money• I can’t afford to develop a search presence                   www.simplyclicks.com/Travel.htmlTravel Agent SEO
Beds on Legs• An independent bed retailer based in  Yorkshire.• In 2011, generated £73 in additional  revenue for each £1 ...
Completely Croatia• Specialist tour operator owned by Alison  Jago.• < February 2011, dependant almost  exclusively on pai...
No Cost Recommendations1. Register your website with DMOZ - £02. Secure your Google Place page - £03. Optimise it - £04. G...
Recommendations 2012• Set-up a Blogspot Blog  – Free. But domain. £8 for 2 years  – Learn how to use and optimise  – Creat...
Developing a winning search      strategy for your travel agency                      David Burdon                   www.s...
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Travel Agent SEO 2012

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My travel agent SEO presentation to the Global Travel Group conference on 12th March 2012.

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Travel Agent SEO 2012

  1. 1. Developing a winning search strategy for your travel agency David Burdon www.simplyclicks.com/Travel.htmlTravel Agent SEO
  2. 2. Experience• Stena Line, Cosmos, Carlsberg• Created the Somewhere2stay.com brand• 9+ years specialist involvement in search• 300+ search engine marketing projects• Travel SEO for hotels and niche tour operators• SEO & PPC training for SMEs to Multinationals• Working in highly aggressive search categories• Most importantly, spoke here last year www.simplyclicks.com/Travel.htmlTravel Agent SEO
  3. 3. Objectives• Re-cap where we left-off last year• Highlight some of the issues that came up in discussion post-presentation.• Update you on developments in the search space over the past 12 months.• Provide guidance on how you can best use your time and resources to generate value. www.simplyclicks.com/Travel.htmlTravel Agent SEO
  4. 4. No Cost Recommendations1. Register your website with DMOZ - £02. Secure your Google Place page - £03. Optimise it - £04. Generate reviews - £05. Create a Blogspot blog - £06. Create a Wordpress blog - £07. Put analytics in place - £08. Join a link exchange scheme - £09. Join LinkedIn - £010. Set-up a Facebook wall page - £011. Join Twitter - £0 www.simplyclicks.com/Travel.htmlTravel Agent SEO
  5. 5. Parting thought• Turn search engines into revenue engines www.simplyclicks.com/Travel.htmlTravel Agent SEO
  6. 6. Feedback 2011• David, Thanks. But I: 1. Can’t compete with the big boys. 2. Haven’t got the time for search marketing. 3. Don’t have the budget for a serious online presence. www.simplyclicks.com/Travel.htmlTravel Agent SEO
  7. 7. 1. Competition• You are not competing directly with Thomson or Thomas Cook.• You are not competing directly with principals or the big travel brand owners.• You are not competing with a travel agent 200 miles away.• You shouldn’t be competing…. www.simplyclicks.com/Travel.htmlTravel Agent SEO
  8. 8. Differentiating• You should be differentiating!• Differentiation means deviation from the norm in a way that customers value.• In the context of today, we are talking about differentiating your online presence as a provider of travel services to your chosen markets.• How do we do this with search? www.simplyclicks.com/Travel.htmlTravel Agent SEO
  9. 9. Differentiating1. Think local2. Be smarter3. Act quicker4. Personalise5. Become a travel brand in the markets you choose to serve. www.simplyclicks.com/Travel.htmlTravel Agent SEO
  10. 10. Smarter Marketing• Marketing isn’t a linear process – An assumption that the conversion process is singular, continuous and one way.• Multiple touchpoints – Online and offline• Multiple interactions – Repeat visitor value• Think value activities and value networks rather than value chains.• Search can put your website at the centre of a value network. www.simplyclicks.com/Travel.htmlTravel Agent SEO
  11. 11. Search Marketing• More than rankings on Google• More than volumes of visitors on your website.• Not a stand alone activity• Search should integrate with all other aspects of your online and offline marketing activity. www.simplyclicks.com/Travel.htmlTravel Agent SEO
  12. 12. More Search Opportunities• Since I last spoke here. Search has become more: – Local – Mobile (3 to 25%) – Real time – Interactive – Personalised www.simplyclicks.com/Travel.htmlTravel Agent SEO
  13. 13. Search is Changing• Personalisation – Previous behaviour determines the search (and advertising) results you are shown.• Mobile – Always on, always with you• Local – Where you are, what you are doing, the device you are using. www.simplyclicks.com/Travel.htmlTravel Agent SEO
  14. 14. Personalised Search Location Previous Personalised Device Behaviour Search HowTravel Agent SEO
  15. 15. 2. I Don’t have Time for SEO• You’re an entrepreneur not an employee.• Free choice over time usage• Mental bandwidth is finite• Whilst you’re wasting time you’re not creating value.• Focus time on those activities most likely to yield business improvement. www.simplyclicks.com/Travel.htmlTravel Agent SEO
  16. 16. Finding and Generating Value• Specific searches – The more specific the search, the more likely it is to convert.• Brand searches• Quantity searches• Budget searches• Time related searches www.simplyclicks.com/Travel.htmlTravel Agent SEO
  17. 17. Measuring Value• Almost all online activity is trackable and measurable.• Limitations in the measurement system – Be pragmatic.• Analytics tends to measure the behaviour of machines rather than people.• Conversion takes place in the mind of the prospect not on the screen. www.simplyclicks.com/Travel.htmlTravel Agent SEO
  18. 18. Search Intent• Each search term provides information content about the searcher.• Most importantly, the search term conveys the intent of the searcher.• Not just what, when, where and how but also the likelihood or readiness of the searcher to buy or make a serious enquiry. www.simplyclicks.com/Travel.htmlTravel Agent SEO
  19. 19. Search Information Content Budgetary Destination/ Brand Timing Accommodation QuantityTravel Agent SEO
  20. 20. A Search Need• I want a holiday for n people• In n months time• To go to x destination• With x brand• And costing £n www.simplyclicks.com/Travel.htmlTravel Agent SEO
  21. 21. Conversion• The more specific the search the smaller the volume. But:1. Conversion improves – All Croatia searches 2.11% – Dubrovnik searches 3.24% – Brand searches 3.68%2. It’s better to rank no.1 for a smaller term than no.10 for a bigger term. www.simplyclicks.com/Travel.htmlTravel Agent SEO
  22. 22. Brand Related Searches• Searches for your business name• Searches for the products you market• Searches for the products someone else has branded.• Searches where people have already mentally started the buying process. www.simplyclicks.com/Travel.htmlTravel Agent SEO
  23. 23. 3. Money• I can’t afford to develop a search presence www.simplyclicks.com/Travel.htmlTravel Agent SEO
  24. 24. Beds on Legs• An independent bed retailer based in Yorkshire.• In 2011, generated £73 in additional revenue for each £1 spent on SEO.• Average search = £5 revenue• “Silentnight” search = £8• “Oberon” search = £12• “Beds on Legs” search = £16 www.simplyclicks.com/Travel.htmlTravel Agent SEO
  25. 25. Completely Croatia• Specialist tour operator owned by Alison Jago.• < February 2011, dependant almost exclusively on paid search.• March 2012, majority of new customers generated by organic search.• Savings, after fees, worth £35k per annum www.simplyclicks.com/Travel.htmlTravel Agent SEO
  26. 26. No Cost Recommendations1. Register your website with DMOZ - £02. Secure your Google Place page - £03. Optimise it - £04. Generate reviews - £05. Create a Blogspot blog - £06. Create a Wordpress blog - £07. Put analytics in place - £08. Join a link exchange scheme - £09. Join LinkedIn - £010. Set-up a Facebook wall page - £011. Join Twitter - £0 www.simplyclicks.com/Travel.htmlTravel Agent SEO
  27. 27. Recommendations 2012• Set-up a Blogspot Blog – Free. But domain. £8 for 2 years – Learn how to use and optimise – Create and link content to main site• Set-up a WordPress Blog – Buy own domain £8 for 2 years – Arrange own hosting From £25/year – Learn how to use and optimise – Create and link content to main site www.simplyclicks.com/Travel.htmlTravel Agent SEO
  28. 28. Developing a winning search strategy for your travel agency David Burdon www.simplyclicks.com/Travel.htmlTravel Agent SEO
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