+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
3
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
Today
• Internet marketing, what...
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
Internet Marketing? What happene...
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
Implications of Hummingbird
What...
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
Why should we care?
The travelle...
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
SOCIAL SIGNALS
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
What is the role of social media...
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
A MOBILE FUTURE
8
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
The way customers search has evo...
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
The future
Is mobile and semanti...
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
TACTICAL IMPLICATIONS
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
An SEO checklist used to look li...
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
Now looks like this
• Time for b...
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
HOW TO CONNECT YOUR BUSINESS
OR ...
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
How to connect your business or ...
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
The role of content marketing in semantic search
• Publishers of, compelling, relevant content are:
– become trusted autho...
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
Linking it all together
From
• K...
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
Take-outs
• Review current SEO p...
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
+BronwynWhite | @BronwynWhite | ...
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Content Marketing, Semantic Search and The Travel Industry

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Presented at the Eye For Travel, Travel Distribution Summit, this presentation introduces the topic of semantic search in the context of tourism marketing. It presents opportunities to to travel and tourism business to excel.

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  • - Bing and yahoo also there, latest commscore Google owns 67% of market share
  • Worth saying indeed we think of our phones as friends. I was at that MEL conference for Liz and the guy for google asked people to hand their phone to the person next to them – it’s quite a powerful trick
  • Example of searching Yarra Valley all day breakfast
    Can you cite the source for the 50%? We should do that…
  • Content Marketing, Semantic Search and The Travel Industry

    1. 1. +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com 3
    2. 2. +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com Today • Internet marketing, what happened? • Social signals • A mobile future • Tactical implications
    3. 3. +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com Internet Marketing? What happened? Hummingbird and semantic search Draws on the personal information it has collected from the user The algorithm uses true meaning, intent and context, to identify and prioritise pages with relevant content And provides real answers to search queries rather than returning keyword stuffed pages + = +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
    4. 4. +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com Implications of Hummingbird What appears on Page 1 of a Google search result is different for every search query, every mobile device and every desktop.
    5. 5. +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com Why should we care? The traveller path to purchase • Internet search is the one constant tool people turn to for inspiration and travel planning at every point across the path to purchase Dreaming Planning Booking Anticipating En route Destination Google has changed the way our potential customers find us and what information they will receive, and in doing so, has profoundly changed how we need to market our businesses and manage our online presence Search
    6. 6. +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com SOCIAL SIGNALS
    7. 7. +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com What is the role of social media in semantic search? The power of the social signal • Importance of social sharing and engagement of content • Verify veracity and quality of website content • Helps generate: – A clearer understanding of the meaning behind the content – Better indexing of the content – An assessment of authority and trust – And assessment of the contextual value Google Semantic Web, David Amerland Content, search and social media are now inextricably related
    8. 8. +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com A MOBILE FUTURE 8
    9. 9. +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com The way customers search has evolved • The way we perform searches has evolved • We may ask our phone a question as we would a friend “Voice search naturally tends to mean more conversational and more natural language. Rather than searching for a one or two word phrase, people will be more inclined to use whole sentences, questions, and more complex queries when they speak. Hummingbird will be well placed to determine the most relevant and highest quality pages that meet the needs of the searcher. Websites that place well under the new algorithm changes may also experience an increase in their mobile traffic as a result”. Amit Singhal, SVP, Google Search
    10. 10. +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com The future Is mobile and semantic search • Users are shifting their search habits from desktop to conversational mobile • 50% of people start their search on their mobile devices • Products like Google Now emerging • Users simply ask their phone questions like a friend What is the weather going to be today?
    11. 11. +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com TACTICAL IMPLICATIONS
    12. 12. +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com An SEO checklist used to look like this http://www.slideshare.net/David-Amerland/what-is-hummingbird-and-the-entity-search-revolution Old SEO Checklist Keyword optimisation and placement Website development Link structure Backlinks Domain and Hosting On-page SEO Link building Easily gamed by practices like building artificial links and stuffing poor content with keywords
    13. 13. +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com Now looks like this • Time for businesses and destinations to think more like publishers of content. • A whole range of dynamic entities at play working together Source: Eric Enge, Stone Temple Consulting
    14. 14. +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com HOW TO CONNECT YOUR BUSINESS OR DESTINATION IN THE WORLD OF SEMANTIC SEARCH
    15. 15. +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com How to connect your business or destination in the world of semantic search Your business / destination • Create compelling content • Post often • Variety of output • Link online activities • Quality and legitimate links • Natural language • Mobile optimised • Geo-coding • Clear distinct branding • Social media engagement Potential customer search query • Previous search history and interests • Geographic location (at the time of search) • Social media interactions Match with
    16. 16. +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
    17. 17. The role of content marketing in semantic search • Publishers of, compelling, relevant content are: – become trusted authorities of sound reputation – Recognised as influencers – More likely to create active social signals • More likely to be matched to a relevant search query “Content marketing has become so vital to all of search engine opitimisation in the semantic web that it underpins many activities that a business or brand needs to engage in”. David Amerland +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
    18. 18. +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com Linking it all together From • Keywords • On-page SEO • Backlinks • Publishing frequency • Link dumping in social networks • Content length • Keyword stuffing • Keyword placement • Anchor text • Link building To • Search queries • Intent • Trust • Authority • Reputation • Citations / listings • Social network footprint • Comments • Social proof • Band equity • Authenticity How • Link your entity • Mobile optimised • Compelling content • Ensure a variety of output • Connection to your business and USP’s • Speak to a persona • Develop a clear distinct brand • Social media signals
    19. 19. +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com Take-outs • Review current SEO practices • Review content • Create a content marketing strategy • Ensure content is socially engaging and relevant • Ensure you engage socially with your customers • Be mobile
    20. 20. +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com

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