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Cloud Marketing for Tourism<br />Gillian Muessig<br />President & Co-founder, SEOmoz<br />(day / month / year)<br />Dublin...
Tactical SEO for Tourism<br /><ul><li>SEO Basics
What’s Changing
What to Write & How to Write It
Link Building
Building & Leveraging Community</li></li></ul><li>SEO Basics<br />        for Tourism<br />(day / month / year)<br />
Organic vs. Paid SEO<br />Paid<br />Organic<br />
SEO vs. PPC Spend<br />~10% of Clicks<br />~85% of Clicks<br />
Search Ranking Factors 2009<br />
Search Ranking Factors 2011<br />
SEO Isn’t Dead; It’s Evolving<br /><ul><li> 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</li></li></ul><...
PPC</li></li></ul><li>Search/Cloud Marketing Involves:<br /><ul><li>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…</li></li></ul><li>Crawling & Indexing<br />Without links, the engines might never find this page<br />
It’s Not Just Quantity<br />Via www.opensiteexplorer.org<br />
It’s About Quality<br />
Domain Metrics<br />
Is This Link Worthwhile?<br />
How Much Link Juice Am I Getting?<br />
Tell the Bot What’s Important<br />
Writing Content <br />    for Tourism<br />(day / month / year)<br />
Keyword Research – What to Write<br />
Topic Modeling – How To Write It<br />LDA correlates w/ Google rankings better than any other on-page feature<br />http://...
Keyword Usage<br />
Term Frequencyand Inverse Document Frequency<br />
Co-Occurrence<br />
Topic Modeling<br />
Negative & Positive Keywords<br /><ul><li>Think about negative keywords in a similar fashion to negative keywords for ppc.
Think about positive keywords in localized terms</li></li></ul><li>Relativity<br /><ul><li>The numbers are RELATIVE
Track numbers over time – shoot for improvement</li></li></ul><li>Building Links in 2011<br />Going Beyond the General SER...
How We Build Links Is Changing<br /><ul><li>Freshness
Diversity
Authority
Branding</li></li></ul><li>Links Are Still The Strongest Signal<br />
Skip the Competitive SERPs<br />
Leverage the QDF Algorithm <br />
QDF Is Getting Faster: Break News First<br />
Local Search<br />
QDD: Query Deserves Diversity<br />
Brand Mentions Matter<br />
Twitter: Authoritative Voices<br />
Mobile SEO<br />(day / month / year)<br />
QR codes<br />
Mobile Browsing is Here<br />
Hyper-Local Marketing<br />
Employ Mobile Sitemaps<br />
Deprecate Beautifully<br />
The Hyatt Can Do This; Can You?<br />www.squareup.com<br />
Test & Sponsor Mobile Apps<br />
Alternate Search Engines<br />(day / month / year)<br />
Characteristics of Search Engines?<br /><ul><li>You can search & refine your search
Relevant responses are returned
It can serve up relevant ads</li></li></ul><li>Examples of Alternate Search Engines<br /><ul><li>Facebook & Orkut
LinkedIn
Twitter
Yelp, Urban Spoon
Hotels.com, Oyster.com
Hipmunk, Kayak, Bing Travel
Travelocity, Expedia
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2011 05 IRLday - Marketing for hospitality, Dublin City U

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

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

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