James Owen Brighton SEO Presentation: How to maximize your SEO agencies.

1. Hotels.com + SEO Agencies
Maximizing your SEO Agencies
Brighton SEO 2012 - Friday 13th April 2012
James Owen, SEO Manager - Hotels.com

2. Agenda
Hotels.com Intro
1. Preparation – Agency Relationship
2. Set-up Phase – 0-2 Months
3. Testing - 2-4 Months
4. Fine Tuning – 4-6 Months
5. Agency Reporting
James Owen, SEO Manager - Hotels.com 2

3. Hotels.com James Owen
“5 Years SEO experience, Agency & Client Side working in Travel, Gaming & Retail ”
SEO Manager – Hotels.com
• UK, Germany & Russia
• 5 Agencies around Europe
Agency and Client Side Experience
• Jackpotjoy, ILA, Handpicked Collection, Marriott
Intercontinental Hotels & NSI Group
In My Spare Time
• Owner of many websites
• Watching plenty of F1
Contact me @
JamesoSEO
James Owen, SEO Manager - Hotels.com 3

4. Hotels.com Hotels.com Introduction
We Sell Hotel Rooms World-Wide.
1. Inventory
1. Marketing Channels
1. SEO Team
1. Agencies
James Owen, SEO Manager - Hotels.com 4

5. #1 Preparation – Pre Agency Relationship
1 2 3
Hotels.com SEO Areas Key Actions & Responsibilities
Define Objectives for SEO
Destination
Financial Objectives Targeting
On-Page
Destination Objectives Optimisation
Off-Page
Theme Objectives Optimisation
Reporting
James Owen, SEO Manager - Hotels.com 5

6. #2 Set-up Phase – 0-2 Months
Landing Page Types
Mix of Themes
Agree Destination Head Tail City Landing Pages On-Page Analysis Off-Page Analysis
Keywords City star rating
City type
Las Vegas City theme
New York Low Hanging City facilities Improve
Re-optimise
London Fruit City Chain Landing Page
Existing Landscape
Paris City Quality Relevance
Landmark Landing page
Long Tail Property Landing Page
Keywords Articles - City Page
#WK1 #WK2 #WK3 #WK4 #WK5
James Owen, SEO Manager - Hotels.com 6

7. #3 Testing - 2-4 Months
No Rank
Top 30
Agency 1
Central
Agency 2
Social
Top 20
Client
Internal Changes
Top 10
Agency 3
Localised
Overlapping Agency Strategies
#Month 2 #Month 3 #Month 4
James Owen, SEO Manager - Hotels.com 7

8. #4 Fine Tuning – 4-6 Months
1. Adjusting your agencies in-line with where you see results
2. Adjusting you agency spends accordingly
3. Never be satisfied !
James Owen, SEO Manager - Hotels.com 8

9. #5 Agency Reporting
“Ensure you measure the EFFICIENCY of each of your agencies”
1. What’s your profit margin ?
2. How much have you spent ?
3. How much have you made ?
4. Over what period of time ?
5. What’s the YoY picture look like ?
Costs
Efficiency =
Gross Profit
James Owen, SEO Manager - Hotels.com 9

10. Agency
Reporting Key Website & Search Engine KPIs for SEO
“KPIs based on the Scale of our SEO Operation”
1. Key Website KPIs for SEO
– CVR
– Orders
– GBV
– Visits
2. Key Search Engine KPIs for SEO
– Keyword Theme / Measure at URL Level
• Average Keyword Positions
3. Additional KPIs for SEO
Vs.
James Owen, SEO Manager - Hotels.com 10

11. Agency
Reporting SEO Channel & Agency Reporting
“Reporting on Keyword Performance with Key KPIs”
James Owen, SEO Manager - Hotels.com 11

12. Conclusions Key Takeaways
“Key Points to Observe”
1. Preparation
2. Set-up
3. Testing
4. Fine Tuning
5. Reporting
James Owen, SEO Manager - Hotels.com 12

13. Questions?
Connect with me @
http://www.hotels.com
http://twitter.com/jamesoSEO
http://uk.linkedin.com/in/Jamesowenseo
James Owen, SEO Manager - Hotels.com 13