SAScon 2011 Travel SEO Presentation - Kevin Gibbons
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SAScon 2011 Travel SEO Presentation - Kevin Gibbons

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Presentation by Kevin Gibbons on how to use social media for SEO benefit in the travel industry.

Presentation by Kevin Gibbons on how to use social media for SEO benefit in the travel industry.

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SAScon 2011 Travel SEO Presentation - Kevin Gibbons SAScon 2011 Travel SEO Presentation - Kevin Gibbons Presentation Transcript

  • How  to  use  social  media  for  travel  SEO  Kevin  Gibbons,  Director  of  Strategy  -­‐  twi>er.com/kevgibbo     @kevgibbo      
  • “Social  media  is  changing  the  face  of  travel”  
  • Social  Media  vs  Search  –  who  to  trust?   90% of consumers trust recommendations from people they know… 70% still trust online consumer opinions from people they don’t know! 41% trust search engine results * Nielsen – July, 2009
  • But  how  does  this  influence  SEO?  Here’s  some  ideas  on  how  to  use  social  media  to  impact  your  search  strategy…  
  • Twi>er  –  find  journalists/bloggers  
  • AcPon:  Use  relevant  hashtags  &  Jounalisted  
  • Video  –  universal  search  results  
  • AcPon:  Distribute  to  mulPple  channels  
  • Facebook  –  search  isn’t  just  Google  
  • AcPon:  Build  great/shareable  content  
  • Images  –  universal/image  search  
  • AcPon:  encourage  users  to  credit  you  =  links!  
  • Reviews  –  Improve  Seller  Extension  RaPngs  
  • AcPon:  IncenPvize  users  to  leave  reviews  e.g.  Offer  10%  discount  to  returning  hotel  customers   who  leave  a  review  
  • Blogging  –  become  an  authority  =  links!  
  • AcPon:  Build  relaPonships  online  Connect  with  authority  bloggers  by:    •  InteracPng  on  Twi>er  –  sharing  content,  @replies,  #followfriday’s   etc…  •  Linking  out  –  get  there  a>enPon  by  linking  to  them  –  and  use  their   name/brand,  they’ll  probably  spot  it  in  Google  Alerts.  •  CommenPng  on  relevant  blogs  –  adding  value  to  a  discussion  of   course!  
  • Social  media  bookmarking  –  traffic  &  links  
  • AcPon:  Use  great  images/infographics  
  • Forums  –  targeted  links  &  traffic  
  • AcPon:  Don’t  spam  –  build  a  trusted  profile  
  • Flowtown  –  find  customers  social  profiles  
  • AcPon:  turn  customers  into  brand  advocates    
  • Social  signals  –  boost  topical/QDF  rankings?  
  • AcPon:  Being  first  is  very  important  
  • Catch  users  early  in  buying  cycle  via  social  
  • AcPon:  Give  users  a  reason  to  return  to    influence  personalised  search  via  brand  queries  
  • Recap  –  so  how  does  this  impact  SEO?  •  Search isn’t just Google organic - changing search trends/habits means you can’t ignore social, e.g. Facebook, YouTube, Tripadvisor searches•  Universal search – travel generates high volume of video/images results•  Target users at earlier research stage in buying cycle – so that they return via brand query, this is likely to impact personalised search results•  Links! Great potential to strengthen backlink profile with targeted/relevant links•  Social signals – more social buzz = better search rankings?
  • Thank  you    Please  subscribe  to:  www.seopPmise.com/blog      And  follow  me  on  Twi>er:  @kevgibbo