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SAScon Market Focus – Travel - Kevin Gibbons

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  • 1. How to use social media for travel SEO
    Kevin Gibbons, Director of Strategy - twitter.com/kevgibbo
    Kevin Gibbons, Director of Strategy - @kevgibbo
  • 2. “Social media is changing the face of travel”
  • 3. 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
  • 4. But how does this influence SEO?
    Here’s some ideas on how to use social media to impact your search strategy…
  • 5. Twitter – find journalists/bloggers
  • 6. Action: Use relevant hashtags & Jounalisted
  • 7. Video – universal search results
  • 8. Action: Distribute to multiple channels
  • 9. Facebook – search isn’t just Google
  • 10. Action: Build great/shareable content
  • 11. Images – universal/image search
  • 12. Action: encourage users to credit you = links!
  • 13. Reviews – Improve Seller Extension Ratings
  • 14. Action: Incentivize users to leave reviews
    e.g. Offer 10% discount to returning hotel customers who leave a review
  • 15. Blogging – become an authority = links!
  • 16. Action: Build relationships online
    Connect with authority bloggers by:
    • Interacting on Twitter – sharing content, @replies, #followfriday’s etc…
    • 17. Linking out – get there attention by linking to them – and use their name/brand, they’ll probably spot it in Google Alerts.
    • 18. Commenting on relevant blogs – adding value to a discussion of course!
  • Social media bookmarking – traffic & links
  • 19. Action: Use great images/infographics
  • 20. Forums – targeted links & traffic
  • 21. Action: Don’t spam – build a trusted profile
  • 22. Flowtown – find customers social profiles
  • 23. Action: turn customers into brand advocates
  • 24. Social signals – boost topical/QDF rankings?
  • 25. Action: Being first is very important
  • 26. Catch users early in buying cycle via social
  • 27. Action: Give users a reason to return to influence personalised search via brand queries
  • 28. 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
    • 29. Universal search – travel generates high volume of video/images results
    • 30. Target users at earlier research stage in buying cycle – so that they return via brand query, this is likely to impact personalised search results
    • 31. Links! Great potential to strengthen backlink profile with targeted/relevant links
    • 32. Social signals – more social buzz = better search rankings?
  • Thank you
    Please subscribe to: www.seoptimise.com/blog
    And follow me on Twitter: @kevgibbo

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