Travel Search Marketing - Oxford Tourism Forum

Search Engine Marketing for Travel
Kevin Gibbons
Director of Search, SEOptimise
web:seoptimise.com
twitter: @kevgibbo
Oxfordshire Cotswold Tourism Forum – November 2010

Who are SEOptimise?
Search Engine Marketing & Social Media agency
Founded in 2006, with offices located in Oxford
Highly respected industry reputation
Travel clients include
Audley Travel & Trafalgar Tours

Travel Search Engine Marketing Starter Guide
The online travel buying cycle
1
2
Seasonality
Google AdWords – pay-per-click advertising
3
SEO – which keywords to target?
4
Bonus tip – be creative!
5

How long is the travel buying cycle & which visits lead to a sale?
Example Keywords:
“Holidays” = Inspiration
“Australia Holidays” = Research
“Sydney Holidays” = Confirm location
“Sydney Hotels” = Review hotels
“Sydney Specialist” = Compare options
“[Brand Query]” = Purchase
http://www.iabuk.net/en/1/travelonlineconsumer.html

Seasonality – When are people searching for your keywords?

Google AdWords – Bid for top performing keywords

SEO - Sounds simple but… optimise for terms people are searching for

Bonus tip: Be creative – target popular upcoming industry trends

Thank you!
For more information please visit: http://www.seoptimise.com/blog
Or let me know if you have any questions - kevin@seoptimise.com & @kevgibbo

Travel Search Marketing - Oxford Tourism Forum

by Kevin Gibbons

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