Gaining Search Visibility for Hospitality and Tourism

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Janet Driscoll Miller of Search Mojo presented to Visit Loudoun University, a program sponsored by the Loudoun Tourism Council to help local travel and hospitality based businesses to learn how to …

Janet Driscoll Miller of Search Mojo presented to Visit Loudoun University, a program sponsored by the Loudoun Tourism Council to help local travel and hospitality based businesses to learn how to promote themselves. Learn how travel and hospitality companies can improve search visibility through SEO, PPC and social media.

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Transcript

  • 1. GAINING SEARCH VISIBILITY FORHOSPITALITYAND TOURISMJANET DRISCOLL MILLER,SEARCH MOJOJANUARY 20, 2012
  • 2. AGENDA• Organic Search• Paid Search SEARCH-MOJO.COM
  • 3. ORGANIC SEARCH
  • 4. ANATOMY OF SEARCH RESULTSGOOGLE PPC Ads Organic / Natural Web Results PPC Ads SEARCH-MOJO.COM
  • 5. GETTING RANKED
  • 6. SEO IS A FOUR-PRONGED PROCESS1. Keywords – What do you want to rank for?2. Content – Include keywords in your website content3. Inbound Links – Links from other websites count as “votes of popularity”4. Social Media – It’s the new way people share content. SEARCH-MOJO.COM
  • 7. GETTING CLICKSWHAT TO DO TO GET MORE CLICKSFROM ORGANIC
  • 8. TITLE AND DESCRIPTION TAGS Title Tag Meta Description SEARCHMOJO.COM
  • 9. GOOGLE PLACES PAGES• Enhance an organic listing SEARCH-MOJO.COM
  • 10. KEEP CONTENT FRESH• Google rewards “fresh” websites – Blogs – Press releases SEARCH-MOJO.COM
  • 11. SOCIAL MEDIA AND SEARCH• Social profiles rank well in search – Provides greater brand visibility – Helps protect brand against negative attacks• Social networks for tourism: SEARCH-MOJO.COM
  • 12. SOCIAL MEDIA AND SEARCH• Google Search Plus Your World – Website rankings change based on social “circle” (www.google.com/s2/search/social) – Expand your social circle, increase your rankings• Set up a Google+ Business Page SEARCH-MOJO.COM
  • 13. RICH SNIPPETS• Adds extra information to your Google or Bing organic search listing• Increase clicks• Types for Tourism (now): – Reviews – Events SEARCH-MOJO.COM
  • 14. SCHEMA.ORG• New markup from Google/Bing/Yahoo• Likely will expand rich snippets MUCH further in the future• If you’re doing a website redesign, incorporate it!• Schema.org SEARCH-MOJO.COM
  • 15. PAID SEARCH ADS
  • 16. AD EXTENSIONS: LOCATION EXTENSIONS• Connect your Google Places page to your ads• Great ad on for mobile purposes too SEARCH-MOJO.COM
  • 17. AD EXTENSIONS: SITELINKS• Opportunity to expose more content• Great for “broad” term searches• Cost: same cost per click as the main ad SEARCH-MOJO.COM
  • 18. AD EXTENSIONS: CALL EXTENSIONS• Get calls directly from the ad• Call tracking reports from Google• Fee per call SEARCH-MOJO.COM
  • 19. ACTION ITEMS• Create a Google Places page (google.com/places)• Edit title tags/meta descriptions• Add rich snippet code to website (http://support.google.com/webmasters/bin/answer.py?hl= en&answer=99170)• Get social profiles, grow network• Take advantage of paid ad extensions SEARCH-MOJO.COM
  • 20. CONTACTJanet Driscoll Millerjmiller@search-mojo.com800-939-5938 x101Google+: +Janet Driscoll Miller(and +Search Mojo)Twitter: @janetdmillerFacebook: www.facebook.com/SearchMojo SEARCH-MOJO.COM