SAScon Market Focus – Travel - Kevin Gibbons
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SAScon Market Focus – Travel - Kevin Gibbons






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SAScon Market Focus – Travel - Kevin Gibbons SAScon Market Focus – Travel - Kevin Gibbons Presentation Transcript

  • How to use social media for travel SEO
    Kevin Gibbons, Director of Strategy -
    Kevin Gibbons, Director of Strategy - @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…
  • Twitter – find journalists/bloggers
  • Action: Use relevant hashtags & Jounalisted
  • Video – universal search results
  • Action: Distribute to multiple channels
  • Facebook – search isn’t just Google
  • Action: Build great/shareable content
  • Images – universal/image search
  • Action: encourage users to credit you = links!
  • Reviews – Improve Seller Extension Ratings
  • Action: Incentivize users to leave reviews
    e.g. Offer 10% discount to returning hotel customers who leave a review
  • Blogging – become an authority = links!
  • Action: Build relationships online
    Connect with authority bloggers by:
    • Interacting on Twitter – sharing content, @replies, #followfriday’s etc…
    • Linking out – get there attention by linking to them – and use their name/brand, they’ll probably spot it in Google Alerts.
    • Commenting on relevant blogs – adding value to a discussion of course!
  • Social media bookmarking – traffic & links
  • Action: Use great images/infographics
  • Forums – targeted links & traffic
  • Action: Don’t spam – build a trusted profile
  • Flowtown – find customers social profiles
  • Action: turn customers into brand advocates
  • Social signals – boost topical/QDF rankings?
  • Action: Being first is very important
  • Catch users early in buying cycle via social
  • Action: 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:
    And follow me on Twitter: @kevgibbo