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2011 05 IRLday - Marketing for hospitality, Dublin City U
 

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

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

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    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