Brighton seo James owen - Hotels.com

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James Owen Brighton SEO Presentation: How to maximize your SEO agencies.

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Brighton seo James owen - Hotels.com

  1. 1. Hotels.com + SEO Agencies Maximizing your SEO Agencies Brighton SEO 2012 - Friday 13th April 2012 James Owen, SEO Manager - Hotels.com
  2. 2. Agenda Hotels.com Intro 1. Preparation – Agency Relationship 2. Set-up Phase – 0-2 Months 3. Testing - 2-4 Months 4. Fine Tuning – 4-6 Months 5. Agency Reporting James Owen, SEO Manager - Hotels.com 2
  3. 3. Hotels.com James Owen “5 Years SEO experience, Agency & Client Side working in Travel, Gaming & Retail ” SEO Manager – Hotels.com • UK, Germany & Russia • 5 Agencies around Europe Agency and Client Side Experience • Jackpotjoy, ILA, Handpicked Collection, Marriott Intercontinental Hotels & NSI Group In My Spare Time • Owner of many websites • Watching plenty of F1 Contact me @ JamesoSEO James Owen, SEO Manager - Hotels.com 3
  4. 4. Hotels.com Hotels.com IntroductionWe Sell Hotel Rooms World-Wide.1. Inventory1. Marketing Channels1. SEO Team1. Agencies James Owen, SEO Manager - Hotels.com 4
  5. 5. #1 Preparation – Pre Agency Relationship 1 2 3 Hotels.com SEO Areas Key Actions & ResponsibilitiesDefine Objectives for SEO Destination Financial Objectives Targeting On-Page Destination Objectives Optimisation Off-Page Theme Objectives Optimisation Reporting James Owen, SEO Manager - Hotels.com 5
  6. 6. #2 Set-up Phase – 0-2 Months Landing Page Types Mix of Themes Agree Destination Head Tail City Landing Pages On-Page Analysis Off-Page Analysis Keywords City star rating City type Las Vegas City theme New York Low Hanging City facilities Improve Re-optimise London Fruit City Chain Landing Page Existing Landscape Paris City Quality Relevance Landmark Landing page Long Tail Property Landing Page Keywords Articles - City Page #WK1 #WK2 #WK3 #WK4 #WK5 James Owen, SEO Manager - Hotels.com 6
  7. 7. #3 Testing - 2-4 MonthsNo Rank Top 30 Agency 1 Central Agency 2 Social Top 20 Client Internal Changes Top 10 Agency 3 Localised Overlapping Agency Strategies #Month 2 #Month 3 #Month 4 James Owen, SEO Manager - Hotels.com 7
  8. 8. #4 Fine Tuning – 4-6 Months1. Adjusting your agencies in-line with where you see results2. Adjusting you agency spends accordingly3. Never be satisfied ! James Owen, SEO Manager - Hotels.com 8
  9. 9. #5 Agency Reporting“Ensure you measure the EFFICIENCY of each of your agencies”1. What’s your profit margin ?2. How much have you spent ?3. How much have you made ?4. Over what period of time ?5. What’s the YoY picture look like ? Costs Efficiency = Gross Profit James Owen, SEO Manager - Hotels.com 9
  10. 10. AgencyReporting Key Website & Search Engine KPIs for SEO“KPIs based on the Scale of our SEO Operation” 1. Key Website KPIs for SEO – CVR – Orders – GBV – Visits 2. Key Search Engine KPIs for SEO – Keyword Theme / Measure at URL Level • Average Keyword Positions 3. Additional KPIs for SEO Vs. James Owen, SEO Manager - Hotels.com 10
  11. 11. AgencyReporting SEO Channel & Agency Reporting“Reporting on Keyword Performance with Key KPIs” James Owen, SEO Manager - Hotels.com 11
  12. 12. Conclusions Key Takeaways“Key Points to Observe”1. Preparation2. Set-up3. Testing4. Fine Tuning5. Reporting James Owen, SEO Manager - Hotels.com 12
  13. 13. Questions?Connect with me @http://www.hotels.comhttp://twitter.com/jamesoSEOhttp://uk.linkedin.com/in/Jamesowenseo James Owen, SEO Manager - Hotels.com 13

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