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SAScon 2011 Travel SEO Presentation - Kevin Gibbons

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Presentation by Kevin Gibbons on how to use social media for SEO benefit in the travel industry.

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SAScon 2011 Travel SEO Presentation - Kevin Gibbons

  1. 1. How  to  use  social  media  for  travel  SEO  Kevin  Gibbons,  Director  of  Strategy  -­‐  twi>er.com/kevgibbo     @kevgibbo      
  2. 2. “Social  media  is  changing  the  face  of  travel”  
  3. 3. Social  Media  vs  Search  –  who  to  trust?   90% of consumers trust recommendations from people they know… 70% still trust online consumer opinions from people they don’t know! 41% trust search engine results * Nielsen – July, 2009
  4. 4. But  how  does  this  influence  SEO?  Here’s  some  ideas  on  how  to  use  social  media  to  impact  your  search  strategy…  
  5. 5. Twi>er  –  find  journalists/bloggers  
  6. 6. AcPon:  Use  relevant  hashtags  &  Jounalisted  
  7. 7. Video  –  universal  search  results  
  8. 8. AcPon:  Distribute  to  mulPple  channels  
  9. 9. Facebook  –  search  isn’t  just  Google  
  10. 10. AcPon:  Build  great/shareable  content  
  11. 11. Images  –  universal/image  search  
  12. 12. AcPon:  encourage  users  to  credit  you  =  links!  
  13. 13. Reviews  –  Improve  Seller  Extension  RaPngs  
  14. 14. AcPon:  IncenPvize  users  to  leave  reviews  e.g.  Offer  10%  discount  to  returning  hotel  customers   who  leave  a  review  
  15. 15. Blogging  –  become  an  authority  =  links!  
  16. 16. AcPon:  Build  relaPonships  online  Connect  with  authority  bloggers  by:    •  InteracPng  on  Twi>er  –  sharing  content,  @replies,  #followfriday’s   etc…  •  Linking  out  –  get  there  a>enPon  by  linking  to  them  –  and  use  their   name/brand,  they’ll  probably  spot  it  in  Google  Alerts.  •  CommenPng  on  relevant  blogs  –  adding  value  to  a  discussion  of   course!  
  17. 17. Social  media  bookmarking  –  traffic  &  links  
  18. 18. AcPon:  Use  great  images/infographics  
  19. 19. Forums  –  targeted  links  &  traffic  
  20. 20. AcPon:  Don’t  spam  –  build  a  trusted  profile  
  21. 21. Flowtown  –  find  customers  social  profiles  
  22. 22. AcPon:  turn  customers  into  brand  advocates    
  23. 23. Social  signals  –  boost  topical/QDF  rankings?  
  24. 24. AcPon:  Being  first  is  very  important  
  25. 25. Catch  users  early  in  buying  cycle  via  social  
  26. 26. AcPon:  Give  users  a  reason  to  return  to    influence  personalised  search  via  brand  queries  
  27. 27. Recap  –  so  how  does  this  impact  SEO?  •  Search isn’t just Google organic - changing search trends/habits means you can’t ignore social, e.g. Facebook, YouTube, Tripadvisor searches•  Universal search – travel generates high volume of video/images results•  Target users at earlier research stage in buying cycle – so that they return via brand query, this is likely to impact personalised search results•  Links! Great potential to strengthen backlink profile with targeted/relevant links•  Social signals – more social buzz = better search rankings?
  28. 28. Thank  you    Please  subscribe  to:  www.seopPmise.com/blog      And  follow  me  on  Twi>er:  @kevgibbo            

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