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