Your SlideShare is downloading. ×
0
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
2011 05 IRLday - Marketing for hospitality, Dublin City U
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

2011 05 IRLday - Marketing for hospitality, Dublin City U

1,963

Published on

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

Published in: Technology, Business
2 Comments
1 Like
Statistics
Notes
No Downloads
Views
Total Views
1,963
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
23
Comments
2
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Cloud Marketing for Tourism<br />Gillian Muessig<br />President &amp; Co-founder, SEOmoz<br />(day / month / year)<br />Dublin, Ireland - May 24, 2011<br />
  • 2.
  • 3. Tactical SEO for Tourism<br /><ul><li>SEO Basics
  • 4. What’s Changing
  • 5. What to Write &amp; How to Write It
  • 6. Link Building
  • 7. Building &amp; Leveraging Community</li></li></ul><li>SEO Basics<br /> for Tourism<br />(day / month / year)<br />
  • 8. Organic vs. Paid SEO<br />Paid<br />Organic<br />
  • 9. SEO vs. PPC Spend<br />~10% of Clicks<br />~85% of Clicks<br />
  • 10. Search Ranking Factors 2009<br />
  • 11. Search Ranking Factors 2011<br />
  • 12. SEO Isn’t Dead; It’s Evolving<br /><ul><li> Link-based factors are waning
  • 13. Social data is increasing
  • 14. Page-level link metrics fell the most (43% - 22%)
  • 15. Keyword-level domain metrics, brand data + social rising
  • 16. The 2011 survey asked for more detail/specificity which may be responsible for some of these shifts</li></li></ul><li>Search Marketing Was:<br /><ul><li>SEO
  • 17. PPC</li></li></ul><li>Search/Cloud Marketing Involves:<br /><ul><li>Technical SEO
  • 18. Keyword Research
  • 19. Link Building
  • 20. Viral Marketing
  • 21. Social Media Marketing
  • 22. Mobile Media Marketing
  • 23. Comment Marketing
  • 24. Blog Marketing
  • 25. Alternate Reality Games
  • 26. Community Building
  • 27. Customer Retention
  • 28. Pay Per Click Advertising
  • 29. Banner Advertising
  • 30. Facebook Advertising
  • 31. Twitter Advertising
  • 32. Alt Platform Advertising
  • 33. Print Media Advertising
  • 34. Radio Advertising
  • 35. TV Advertising
  • 36. Product Placement
  • 37. Samples
  • 38. I’m out of space…</li></li></ul><li>Crawling &amp; Indexing<br />Without links, the engines might never find this page<br />
  • 39. It’s Not Just Quantity<br />Via www.opensiteexplorer.org<br />
  • 40. It’s About Quality<br />
  • 41. Domain Metrics<br />
  • 42. Is This Link Worthwhile?<br />
  • 43. How Much Link Juice Am I Getting?<br />
  • 44. Tell the Bot What’s Important<br />
  • 45. Writing Content <br /> for Tourism<br />(day / month / year)<br />
  • 46. Keyword Research – What to Write<br />
  • 47. Topic Modeling – How To Write It<br />LDA correlates w/ Google rankings better than any other on-page feature<br />http://www.seomoz.org/blog/content-optimization-revisiting-topic-modeling-lda-our-labs-tool<br />
  • 48. Keyword Usage<br />
  • 49. Term Frequencyand Inverse Document Frequency<br />
  • 50. Co-Occurrence<br />
  • 51. Topic Modeling<br />
  • 52. Negative &amp; Positive Keywords<br /><ul><li>Think about negative keywords in a similar fashion to negative keywords for ppc.
  • 53. Think about positive keywords in localized terms</li></li></ul><li>Relativity<br /><ul><li>The numbers are RELATIVE
  • 54. Track numbers over time – shoot for improvement</li></li></ul><li>Building Links in 2011<br />Going Beyond the General SERPs<br />(day / month / year)<br />
  • 55. How We Build Links Is Changing<br /><ul><li>Freshness
  • 56. Diversity
  • 57. Authority
  • 58. Branding</li></li></ul><li>Links Are Still The Strongest Signal<br />
  • 59. Skip the Competitive SERPs<br />
  • 60. Leverage the QDF Algorithm <br />
  • 61. QDF Is Getting Faster: Break News First<br />
  • 62. Local Search<br />
  • 63. QDD: Query Deserves Diversity<br />
  • 64. Brand Mentions Matter<br />
  • 65. Twitter: Authoritative Voices<br />
  • 66. Mobile SEO<br />(day / month / year)<br />
  • 67. QR codes<br />
  • 68. Mobile Browsing is Here<br />
  • 69. Hyper-Local Marketing<br />
  • 70. Employ Mobile Sitemaps<br />
  • 71. Deprecate Beautifully<br />
  • 72. The Hyatt Can Do This; Can You?<br />www.squareup.com<br />
  • 73. Test &amp; Sponsor Mobile Apps<br />
  • 74. Alternate Search Engines<br />(day / month / year)<br />
  • 75. Characteristics of Search Engines?<br /><ul><li>You can search &amp; refine your search
  • 76. Relevant responses are returned
  • 77. It can serve up relevant ads</li></li></ul><li>Examples of Alternate Search Engines<br /><ul><li>Facebook &amp; Orkut
  • 78. LinkedIn
  • 79. Twitter
  • 80. Yelp, Urban Spoon
  • 81. Hotels.com, Oyster.com
  • 82. Hipmunk, Kayak, Bing Travel
  • 83. Travelocity, Expedia
  • 84. YouTube, Vimeo, Netflix
  • 85. Quora, Yahoo! Answers</li></li></ul><li>Tweets in Google’s Results<br />
  • 86. Tweets in Google’s Algo<br />
  • 87. Set Up Tracking<br />
  • 88. Learn: Re-Tweet Optimization<br />www.slideshare.net/danzarrella/the-science-of-re-tweets<br />
  • 89. Community Building<br />(day / month / year)<br />
  • 90. News/Media/PR<br />SEO<br />Email<br />Research/White Papers<br />Blogs + Blogging<br />Infographics<br />Comment Marketing<br />Social Networks<br />Online Video<br />INBOUND MARKETING!(AKA “free” traffic sources)<br />Forums<br />Webinars<br />Word of Mouth<br />Social Bookmarking<br />Podcasting<br />Direct/Referring Links<br />Type-In Traffic<br />Q+A Sites<br />http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing<br />
  • 91. It all starts withContent Marketing<br />(day / month / year)<br />
  • 92. Update Your Blog Daily(or leverage someone who does)<br />www.everywherist.com<br />Target key communicators<br />for your target audience<br />
  • 93. Graphics &amp; Illustrations<br />
  • 94. Better (More Fun/Relevant) Area Guide<br />DUBLIN<br />
  • 95. Weekly Video Series<br />
  • 96. Build it and they’ll come?Nope. Build it, then market it.<br />(day / month / year)<br />
  • 97. Comments + Conversations<br />
  • 98. Social Networks<br />
  • 99. Social News &amp; Bookmarking<br />
  • 100. Q&amp;A Sites &amp; Forums<br />
  • 101. Conferences &amp; Events<br />
  • 102. Let’s get specific with someAdvanced Tactics<br />(day / month / year)<br />
  • 103. Advanced Link Building<br />
  • 104. Advanced Link Building<br />
  • 105. Advanced Link Building<br />
  • 106. Advanced Link Building<br />
  • 107. Advanced Link Building<br />
  • 108. Advanced Link Building<br />
  • 109. Advanced Link Building<br />
  • 110. Advanced Link Building<br />
  • 111. Incentivize Sharing in Your Community<br />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<br />
  • 112. Design Like An Award Winner<br />
  • 113. Investigate Your Competitors’ Top Content<br />
  • 114. Adioso: See Who Rocks<br />
  • 115. Step #1: Discover<br />Find inbound marketing paths that look promising and make a list.<br />
  • 116. Step #2:Test<br />Invest a few days/hours building authentic value in that niche/sector.<br />
  • 117. Step #3: Measure<br />Use your web analytics to track primary + second-order impact<br />
  • 118. Step #4: Repeat<br />Throw out low ROI projects; repeat high ROI ones.<br />
  • 119. Thank You!<br />IRLdaySEOmoz2011<br />60 day free trial<br />Gillian Muessig<br />President &amp; Co-founder, SEOmoz, Inc<br />www.seomoz.org<br />

×