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SAScon Market Focus – Travel - Kevin Gibbons

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SAScon Market Focus – Travel - Kevin Gibbons

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

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