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Social media and SEO for Travel Agents - Worldchoice Ireland Conference November 2016

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Social media and SEO for Travel Agents - Worldchoice Ireland Conference November 2016. Social Media and SEO presentation featuring a Facebook case study from Grenham Travel. #WChoiceConf

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Social media and SEO for Travel Agents - Worldchoice Ireland Conference November 2016

  1. 1. Social Media and SEO for Travel Agents Saturday 19th November 2016 World Choice Conference Michael Collins, TravelMedia.ie & TTR
  2. 2. Michael Collins, Niamh Waters @WorldChoiceIRL @travelmedia_ie #WChoiceConf
  3. 3. SlideShare slideshare.net search for Michael Collins TravelMedia.ie search for Worldchoice Conference 2016
  4. 4. Why do I need to be on social?
  5. 5. What Social Media Platforms Should I Be On?
  6. 6. What Social Media Platforms Should I Be On?
  7. 7. What Social Media Platforms Should I Be On?
  8. 8. What Social Media Platforms Should I Be On?
  9. 9. How to Use Facebook Effectively. play video, from 1.23 to 2.38 https://www.youtube.com/watch?v=2nMhg-98Rgk
  10. 10. “Facebook is not about social” “Facebook is a media platform”
  11. 11. How to Use Facebook Effectively.
  12. 12. Custom Audiences
  13. 13. Case Study: Grenham Travel
  14. 14. Case Study: Grenham Travel – local fans 1,744 July
  15. 15. Case Study: Grenham Travel – local fans 2,377 Nov 36%
  16. 16. Case Study: Grenham Travel - reach
  17. 17. Case Study: Grenham Travel - likes
  18. 18. Case Study: Grenham Travel – last 28 days 8958
  19. 19. Case Study: Grenham Travel – post reach July Nov
  20. 20. Case Study: Grenham Travel - examples
  21. 21. Case Study: Grenham Travel - examples
  22. 22. Case Study: Grenham Travel - examples
  23. 23. The best place to hide a dead body is…… ……….........… the 2nd page of Google search
  24. 24. SEO Have you ever asked your what keywords and phrases you want to rank your homepage and each page on your site for?
  25. 25. SEO SEO / organic first – CAPITAL SPEND AdWords / PPC second – ONCE OFF SPEND AdWords is your safety net
  26. 26. SEO: sub-sections Local Search. Local SEO. i.e. Google Places/Google My Business
  27. 27. Case Study: Grenham Travel – audit / fix applies to all Worldchoice member sites - now in CMS
  28. 28. Case Study: Grenham Travel – duplicate content http://www.grenhamtravel.ie/family-holidays/holiday/lapland-on- sale-now-/ http://www.grenhamtravel.ie/iceland/holiday/lapland-on-sale-now-/ http://www.grenhamtravel.ie/something-different/holiday/lapland-on- sale-now-/
  29. 29. Case Study: Grenham Travel – duplicate content A canonical URL allows you to tell search engines that certain similar URLs are actually one and the same. Sometimes you have products or content that is accessible under multiple URLs, using a canonical URL (an HTML link tag with attribute rel=canonical) these can exist without harming your rankings.
  30. 30. Case Study: Grenham Travel - SEO 1) Keyword research. 2) Implemented canonical tags to fix duplicate content issues and provided a way of dealing with the issue going forward. CMS. 3) Created custom page titles and meta descriptions for the pages on the website based on the keywords identified in keyword research. 4) Created new meta page titles and meta descriptions for key pages. 5) Claimed the company Google Places listing for local SEO (in process of verification)
  31. 31. Case Study: Grenham Travel
  32. 32. Case Study: Grenham Travel number of URLs appearing as landing pages in organic search has more than doubled
  33. 33. Case Study: Grenham Travel
  34. 34. Case Study: Grenham Travel – issues fixed
  35. 35. SEO SEO / organic first – CAPITAL SPEND AdWords / PPC second – ONCE OFF SPEND AdWords is your safety net
  36. 36. Q&A - Pauline
  37. 37. Mobile
  38. 38. Mobile
  39. 39. Mobile 1. responsive 2. SEO audit and fix 3. mobile friendly 4. even better - built for mobile
  40. 40. Blog
  41. 41. Blog
  42. 42. TMB – Tropical Medical Bureau
  43. 43. SEO SEO / organic first – CAPITAL SPEND AdWords / PPC second – ONCE OFF SPEND AdWords is your safety net
  44. 44. Pop Quiz Biggest search engine in the world? 2nd biggest search engine in the world? Who owns YouTube?
  45. 45. Video
  46. 46. We publish video every week • Cisco forecast video will represent 69% of all consumer-based Internet traffic by 2017. • This is expected to rise to 80% by 2019. (moz.com)
  47. 47. We publish video every week
  48. 48. Twitter
  49. 49. Twitter 1. B2B platform. 2. Media and trade love Twitter. 3. Drives traffic. Free. No algorythm. 4. Content Distribution. 5. Hashtags #
  50. 50. Use the Correct Hashtags • http://www.travelmedia.ie/blog/travel-hashtags/ • BLOG: What are the most popular and widely used travel hashtags on Twitter? • Which are the top travel hashtags used on Twitter?
  51. 51. TweetReach HashTracking
  52. 52. Newsletters / e-zines / email marketing 1. Collect email addresses. MailChimp, Constant Contact. 2. You already have them - customer bookings. 3. Facebook Custom Audiences - remarketing
  53. 53. Go Where Your Customers Go? Messaging
  54. 54. Messaging medium.com: 2016 will be the year of conversational commerce This trend best came to life in 2015 with Uber’s integration into Facebook Messanger
  55. 55. Messaging
  56. 56. Phocuswright, Skift, Travolution
  57. 57. 6711/19/2016
  58. 58. 6811/19/2016 THANK YOU 
  59. 59. SlideShare slideshare.net search for Michael Collins TravelMedia.ie search for Worldchoice Conference 2016

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