Travel Search Marketing - Oxford Tourism Forum

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November 2010 presentation at Cotswold Oxfordshire Travel Forum

November 2010 presentation at Cotswold Oxfordshire Travel Forum

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  • 1. Search Engine Marketing for Travel
    Kevin Gibbons
    Director of Search, SEOptimise
    web:seoptimise.com
    twitter: @kevgibbo
    Oxfordshire Cotswold Tourism Forum – November 2010
  • 2. Who are SEOptimise?
    • Search Engine Marketing & Social Media agency
    • 3. Founded in 2006, with offices located in Oxford
    • 4. Highly respected industry reputation
    • 5. Travel clients include
    Audley Travel & Trafalgar Tours
  • 6. 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
  • 7. How long is the travel buying cycle & which visits lead to a sale?
    Example Keywords:
    • “Holidays” = Inspiration
    • 8. “Australia Holidays” = Research
    • 9. “Sydney Holidays” = Confirm location
    • 10. “Sydney Hotels” = Review hotels
    • 11. “Sydney Specialist” = Compare options
    • 12. “[Brand Query]” = Purchase
    http://www.iabuk.net/en/1/travelonlineconsumer.html
  • 13. Seasonality – When are people searching for your keywords?
  • 14. Google AdWords – Bid for top performing keywords
  • 15. SEO - Sounds simple but… optimise for terms people are searching for
  • 16. Bonus tip: Be creative – target popular upcoming industry trends
  • 17. 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