2011 05 IRLday - Marketing for hospitality, Dublin City U
Upcoming SlideShare
Loading in...5
×
 

2011 05 IRLday - Marketing for hospitality, Dublin City U

on

  • 1,918 views

Great ideas for hospitality sector marketing, presented at Dublin City University, May 2011

Great ideas for hospitality sector marketing, presented at Dublin City University, May 2011

Statistics

Views

Total Views
1,918
Views on SlideShare
1,917
Embed Views
1

Actions

Likes
1
Downloads
22
Comments
2

1 Embed 1

http://twitter.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

2011 05 IRLday - Marketing for hospitality, Dublin City U 2011 05 IRLday - Marketing for hospitality, Dublin City U Presentation Transcript

  • Cloud Marketing for Tourism
    Gillian Muessig
    President & Co-founder, SEOmoz
    (day / month / year)
    Dublin, Ireland - May 24, 2011
  • Tactical SEO for Tourism
    • SEO Basics
    • What’s Changing
    • What to Write & How to Write It
    • Link Building
    • Building & Leveraging Community
  • SEO Basics
    for Tourism
    (day / month / year)
  • Organic vs. Paid SEO
    Paid
    Organic
  • SEO vs. PPC Spend
    ~10% of Clicks
    ~85% of Clicks
  • Search Ranking Factors 2009
  • Search Ranking Factors 2011
  • SEO Isn’t Dead; It’s Evolving
    • Link-based factors are waning
    • Social data is increasing
    • Page-level link metrics fell the most (43% - 22%)
    • Keyword-level domain metrics, brand data + social rising
    • The 2011 survey asked for more detail/specificity which may be responsible for some of these shifts
  • Search Marketing Was:
    • SEO
    • PPC
  • Search/Cloud Marketing Involves:
    • Technical SEO
    • Keyword Research
    • Link Building
    • Viral Marketing
    • Social Media Marketing
    • Mobile Media Marketing
    • Comment Marketing
    • Blog Marketing
    • Alternate Reality Games
    • Community Building
    • Customer Retention
    • Pay Per Click Advertising
    • Banner Advertising
    • Facebook Advertising
    • Twitter Advertising
    • Alt Platform Advertising
    • Print Media Advertising
    • Radio Advertising
    • TV Advertising
    • Product Placement
    • Samples
    • I’m out of space…
  • Crawling & Indexing
    Without links, the engines might never find this page
  • It’s Not Just Quantity
    Via www.opensiteexplorer.org
  • It’s About Quality
  • Domain Metrics
  • Is This Link Worthwhile?
  • How Much Link Juice Am I Getting?
  • Tell the Bot What’s Important
  • Writing Content
    for Tourism
    (day / month / year)
  • Keyword Research – What to Write
  • Topic Modeling – How To Write It
    LDA correlates w/ Google rankings better than any other on-page feature
    http://www.seomoz.org/blog/content-optimization-revisiting-topic-modeling-lda-our-labs-tool
  • Keyword Usage
  • Term Frequencyand Inverse Document Frequency
  • Co-Occurrence
  • Topic Modeling
  • Negative & Positive Keywords
    • Think about negative keywords in a similar fashion to negative keywords for ppc.
    • Think about positive keywords in localized terms
  • Relativity
    • The numbers are RELATIVE
    • Track numbers over time – shoot for improvement
  • Building Links in 2011
    Going Beyond the General SERPs
    (day / month / year)
  • How We Build Links Is Changing
    • Freshness
    • Diversity
    • Authority
    • Branding
  • Links Are Still The Strongest Signal
  • Skip the Competitive SERPs
  • Leverage the QDF Algorithm
  • QDF Is Getting Faster: Break News First
  • Local Search
  • QDD: Query Deserves Diversity
  • Brand Mentions Matter
  • Twitter: Authoritative Voices
  • Mobile SEO
    (day / month / year)
  • QR codes
  • Mobile Browsing is Here
  • Hyper-Local Marketing
  • Employ Mobile Sitemaps
  • Deprecate Beautifully
  • The Hyatt Can Do This; Can You?
    www.squareup.com
  • Test & Sponsor Mobile Apps
  • Alternate Search Engines
    (day / month / year)
  • Characteristics of Search Engines?
    • You can search & refine your search
    • Relevant responses are returned
    • It can serve up relevant ads
  • Examples of Alternate Search Engines
    • Facebook & Orkut
    • LinkedIn
    • Twitter
    • Yelp, Urban Spoon
    • Hotels.com, Oyster.com
    • Hipmunk, Kayak, Bing Travel
    • Travelocity, Expedia
    • YouTube, Vimeo, Netflix
    • Quora, Yahoo! Answers
  • Tweets in Google’s Results
  • Tweets in Google’s Algo
  • Set Up Tracking
  • Learn: Re-Tweet Optimization
    www.slideshare.net/danzarrella/the-science-of-re-tweets
  • Community Building
    (day / month / year)
  • News/Media/PR
    SEO
    Email
    Research/White Papers
    Blogs + Blogging
    Infographics
    Comment Marketing
    Social Networks
    Online Video
    INBOUND MARKETING!(AKA “free” traffic sources)
    Forums
    Webinars
    Word of Mouth
    Social Bookmarking
    Podcasting
    Direct/Referring Links
    Type-In Traffic
    Q+A Sites
    http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing
  • It all starts withContent Marketing
    (day / month / year)
  • Update Your Blog Daily(or leverage someone who does)
    www.everywherist.com
    Target key communicators
    for your target audience
  • Graphics & Illustrations
  • Better (More Fun/Relevant) Area Guide
    DUBLIN
  • Weekly Video Series
  • Build it and they’ll come?Nope. Build it, then market it.
    (day / month / year)
  • Comments + Conversations
  • Social Networks
  • Social News & Bookmarking
  • Q&A Sites & Forums
  • Conferences & Events
  • Let’s get specific with someAdvanced Tactics
    (day / month / year)
  • Advanced Link Building
  • Advanced Link Building
  • Advanced Link Building
  • Advanced Link Building
  • Advanced Link Building
  • Advanced Link Building
  • Advanced Link Building
  • Advanced Link Building
  • Incentivize Sharing in Your Community
    The brilliant strategy by http://www.urbanspoon.com made them one of the biggest players in the local restaurant business and got them acquired by IAC
  • Design Like An Award Winner
  • Investigate Your Competitors’ Top Content
  • Adioso: See Who Rocks
  • Step #1: Discover
    Find inbound marketing paths that look promising and make a list.
  • Step #2:Test
    Invest a few days/hours building authentic value in that niche/sector.
  • Step #3: Measure
    Use your web analytics to track primary + second-order impact
  • Step #4: Repeat
    Throw out low ROI projects; repeat high ROI ones.
  • Thank You!
    IRLdaySEOmoz2011
    60 day free trial
    Gillian Muessig
    President & Co-founder, SEOmoz, Inc
    www.seomoz.org