SlideShare a Scribd company logo
Inspiring people to 
travel: 
How to 
become a big 
online brand 
Presenter: 
Date: 
Location: 
Jose Truchado 
August, 2014 
Iran
 Currently leading the SEO team at Expedia 
 Entrepreneur with more than 15 years of experience in 
developing internet projects 
 Extensive experience in the Travel Industry 
 Founder of Destinia.com one of the Top 10 Spanish 
Travel Brands 
 I’ve started around 10 internet projects/companies 
 I’ve worked with companies such as Expedia, Thomas 
Cook, Delta Airlines, Travers Smith, Eurostar, etc 
 Still remember when the Search Engine battle had 
several major players 
But apart from that: I’m an entrepreneur, 
Executive coach and Myers Briggs practitioner 
(MBTI) 
“I’ve spent most of my life creating Internet 
projects and mentoring people, which means 
that I have a great curiosity in understanding 
people’s behavior off-line and on-line.” 
Who am I? 
Twitter: @TruchadoSEO 
http://about.me/Truchado
1 
8 
9 
0 
1 
8 
9 
0 
1 9 96 I created my first website in 
The same year the phrase "content marketing" was used by Rick 
Doyle who led a roundtable for journalists at the American Society 
for Newspaper Editors
“How building a solid and cross-channel online 
strategy can ensure the success of a brand in the online 
space. What role inspirational content plays in 
influencing the user to remember your brand and how 
by understanding your user you can cater for their 
needs and ultimately be in their minds and hearts” 
Today I’m going to talk about…
Let’s think of Iran as a travel 
brand How do we market it on-line? 
Tourists that come to Iran fall in love with the 
country, why not spreading that message.
When we’ve got an 
What do we do with it?
Characteristics of successful online brands 
Online success is built upon a series of factors 
Good Value 
Specially in Travel the 
consumer’s needs have to be 
catered by what the brand 
offers 
Good Online 
presence 
The brand has to be present 
when the user needs it or is 
searching for its products. 
Good Reviews Success 
In an era where Social Media 
has a major influence in the 
users’ decision a brand needs to 
keep its good reputation 
It’s not just about having a good idea, it’s about being found and trusted by the user, 
as well as making sure that idea caters for what the user is looking for
Be flexible: adapt to your audience needs 
The lean start-up approach 
↘ Be more innovative 
↘ Flexibility to build, measure and learn 
↘ Speed in implementation 
↘ Be reactive to the market’s needs 
“Successful ideas are hardly the same as 
when they were first envisioned, the evolve, 
adapt and change according to the user 
needs”
Being Inspirational The power of 
“When you inspire people 
you automatically become an 
authority in the area”
Flew to the top How by being inspiring my company 
By selling trips to space Destinia.com 
became one of the top 5 online travel 
agencies in Spain outranking the likes 
of Expedia thanks to the media 
mentions, SEO improvements and 
word of mouth.
What Destinia.comtaught me 
It doesn’t matter if you are small, Internet gives you 
all the opportunities to be big.
Branding Iran as an historical reference would help to 
erase its tarnished image created in the past few years.
The Legacy Routes 
Iran’s Hitorical Route
The Legacy Routes 
Iran’s Handycrafts Route
The Legacy Routes 
Iran’s Cultural Route
The Legacy Routes 
Iran’s Nature Route 
…and many more
Your Website 
Your website is the most important part of your 
strategy, it’s your shop, your window, the 
showcase of your products and where your 
transactions will happen.
user 
friendly 
Be creative but think of the person 
that will use your website, many 
times we concentrate in ideas that 
would work for us but may not work 
for other users. Get to know your 
users, A/B test and make sure you 
offer something that your users can 
use 
constantly 
evolving 
Travel trends change constantly not 
only due to seasonality or location, 
but also because of the way people 
search for travel products and book 
them. Let your users voice their 
opinions and adapt to their needs 
Engaging & 
Inspirational 
Written content, photos and videos 
can inspire people to travel, use 
them wisely!! 
Search 
engine 
friendly 
Do not neglect your SEO nor your 
email marketing they will be you 
cheapest marketing channels. If you 
haven’t built your website yet build it 
with an SEO strategy in mind, if 
you’ve already built it, invest in SEO, 
in a few months it will pay for itself. 
4 Characteristics Of successful websites
The teamHow to choose your team wisely
Study your team 
Choose your team or the people that you 
collaborate with according to the needs of 
your project. Make alliances with 
people/companies where you can 
complement each other for a greater 
project.
Know your team! 
2 
3 
4 
By knowing your team 
members’ skills and 
preferences you will be able to 
distribute tasks more 
efficiently 
1 
Guardians: Oscar 
Project Management & Risk assessment 
Artisans: Ronan 
Design & Build 
Rationals: 
Jose, David, Roberto, Felix 
Facts & Figures 
Idealists: Anna 
Ideas, Vision
Content 
Is king 
“Content is where I expect much of the real money will 
be made on the Internet, just as it was in broadcasting.” 
Wi l l i am H e n r y G a t e s I I I - 1 9 9 6 
Bill Gates wrote an essay in 1996 titled 
“Content is King” something that, albeit 
overused and hated by some, still seems as 
relevant today as it was back in 1996 
If your content is not good, you 
will not achieve a long lasting 
success 
http://classic-web. 
archive.org/web/20010126005200/http:/www.microsoft.com/billgates/colum 
ns/1996essay/essay960103.asp
People Create content for 
As Search Engines understands 
more the user’s intent when 
searching, website owners are 
more in need of unique expert 
content that will attract people to 
their sites. 
Providing that kind of content 
ensures a long lasting presence 
in search results.
learned so far What you have 
 My friend recommended me Iran 
 It’s not only about having a great idea 
 You need to be flexible in order to be 
successful 
 You need to surround yourself by a good 
team/business partners 
 Your website needs to focus on the user 
and offer a good value 
 Your grandmother needs to test your 
website Richard Rogers
Characteristics of successful online brands 
Online success is built upon a series of factors 
Good Value 
Specially in Travel the 
consumer’s needs have to be 
catered by what the brand 
offers 
Good Online 
presence 
The brand has to be present 
when the user needs it or is 
searching for its products. 
Good Reviews Success 
In an era where Social Media 
has a major influence in the 
users’ decision a brand needs to 
keep its good reputation 
How do we ensure we are there when the user is searching for our products?
How to be there when 
people 
Are searching 
for you 
Search Engine 
Optimization (SEO) 
allows us to be there 
for the users when 
they need us
A few basics on SEO 
When devising your SEO strategy make sure to consider these points 
Keyword 
research 
Content 
Internal 
linking 
External 
Linking 
Knowing what your clients are searching for is paramount for delivering the content they need. The 
results of this research will determine everything else you do to optimize your website for search 
engines 
Build content for people not for search engines, this is your chance to inspire people with your 
products,. 
Search Engines crawl your website through the link between your pages, let Search Engines know what 
your website is about 
Among other things Search Engines understand the importance and authority of your website by the 
“recommendations/links” that other websites give yours. Build an external linking strategy as a traffic 
referral and not as a way of tricking search engines
And what they can do for your website 
PPC 
SEO 
Email 
Social 
Media 
PR 
Marketing channels 
A strategy based on a combination of these channels will strengthen the brands 
placement in the market
Marketing channels 
And what they can do for your website 
SEO 
Email 
PR 
Social 
Media 
PPC 
Search Engine Optimization is the cheapest and most efficient marketing channel, it doesn’t have an 
immediate ROI 
As soon as you build your website start collecting your users/clients emails, a strong Email marketing 
campaign will help user engagement and loyalty to your brand 
A good PR campaign will put your brand in your market’s landscape, help your SEO and the use 
Friend’s and social influencers have a greater power of convincing than any other marketing initiative. 
The most immediate way of advertising, PPC allows you to be found when your SEO is not in place.
Use Social Media 
One of the things that people share the most in Social Media is their travel plans & experiences 
Social Media channels, whichever they are, have a incredible power of boosting your 
brand exposure to the user, nothing inspires than the travel content that is shared 
through Social Media
Some Mobile Web Stats 
↘ More than 30% of users access the web through a mobile device 
↘ 34% of cell internet users go online mostly using their phones, and 
not using some other device such as a desktop or laptop 
computer. 
Faster adoption 
Mobile web adoption is 8 
times faster than web did 
in the 1990s and early 
2000s 
1.2 billion 
There are 1.2 billion 
people accessing the 
web through their 
mobile device 
1 in 3 
Mobile searches have 
local intent vs. 1 in 5 
in Desktop 
Source: statcounter.com 
22% of Traffic 
Mobile traffic already 
accounts for 22% of all 
traffic, where Tablets 
are 12%
Think about mobile 
Think about how YOU behave with a phone
Responsive Design 
This is what Google reecommends 
When and Why ? 
This works great for when 
you want to deliver the same 
content regardless of the 
device the user is using. 
The crawl is efficient, users 
don’t experience the 
slowdowns that redirects 
bring, and search engines 
have just one page to index 
and rank.
The power of envy: nothing is more inspiring than 
seeing other people doing what you would like to do 
How to inspire people
This is how I feel 
When I see a friend’s holidays photos on Instagram 
of a place that I haven’t been yet
But then I’m inspired 
To travel to the same places as my friend
37 
Expedia Pioneer 
2014
Expedia Pioneer 
https://www.youtube.com/watch?v=SD1fmvAJ4VI
Think about what you can offer to the rest of the world
Find me in 
http://about.me/truchado 
Twitter: TruchadoSEO 
Email: jose@truchado.com 
LinkedIn: http://uk.linkedin.com/in/josetruchado/ 
Thank you

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Inspiring people to travel: How to become a big online brand

  • 1. Inspiring people to travel: How to become a big online brand Presenter: Date: Location: Jose Truchado August, 2014 Iran
  • 2.  Currently leading the SEO team at Expedia  Entrepreneur with more than 15 years of experience in developing internet projects  Extensive experience in the Travel Industry  Founder of Destinia.com one of the Top 10 Spanish Travel Brands  I’ve started around 10 internet projects/companies  I’ve worked with companies such as Expedia, Thomas Cook, Delta Airlines, Travers Smith, Eurostar, etc  Still remember when the Search Engine battle had several major players But apart from that: I’m an entrepreneur, Executive coach and Myers Briggs practitioner (MBTI) “I’ve spent most of my life creating Internet projects and mentoring people, which means that I have a great curiosity in understanding people’s behavior off-line and on-line.” Who am I? Twitter: @TruchadoSEO http://about.me/Truchado
  • 3. 1 8 9 0 1 8 9 0 1 9 96 I created my first website in The same year the phrase "content marketing" was used by Rick Doyle who led a roundtable for journalists at the American Society for Newspaper Editors
  • 4. “How building a solid and cross-channel online strategy can ensure the success of a brand in the online space. What role inspirational content plays in influencing the user to remember your brand and how by understanding your user you can cater for their needs and ultimately be in their minds and hearts” Today I’m going to talk about…
  • 5. Let’s think of Iran as a travel brand How do we market it on-line? Tourists that come to Iran fall in love with the country, why not spreading that message.
  • 6. When we’ve got an What do we do with it?
  • 7. Characteristics of successful online brands Online success is built upon a series of factors Good Value Specially in Travel the consumer’s needs have to be catered by what the brand offers Good Online presence The brand has to be present when the user needs it or is searching for its products. Good Reviews Success In an era where Social Media has a major influence in the users’ decision a brand needs to keep its good reputation It’s not just about having a good idea, it’s about being found and trusted by the user, as well as making sure that idea caters for what the user is looking for
  • 8. Be flexible: adapt to your audience needs The lean start-up approach ↘ Be more innovative ↘ Flexibility to build, measure and learn ↘ Speed in implementation ↘ Be reactive to the market’s needs “Successful ideas are hardly the same as when they were first envisioned, the evolve, adapt and change according to the user needs”
  • 9. Being Inspirational The power of “When you inspire people you automatically become an authority in the area”
  • 10. Flew to the top How by being inspiring my company By selling trips to space Destinia.com became one of the top 5 online travel agencies in Spain outranking the likes of Expedia thanks to the media mentions, SEO improvements and word of mouth.
  • 11. What Destinia.comtaught me It doesn’t matter if you are small, Internet gives you all the opportunities to be big.
  • 12. Branding Iran as an historical reference would help to erase its tarnished image created in the past few years.
  • 13. The Legacy Routes Iran’s Hitorical Route
  • 14. The Legacy Routes Iran’s Handycrafts Route
  • 15. The Legacy Routes Iran’s Cultural Route
  • 16. The Legacy Routes Iran’s Nature Route …and many more
  • 17. Your Website Your website is the most important part of your strategy, it’s your shop, your window, the showcase of your products and where your transactions will happen.
  • 18. user friendly Be creative but think of the person that will use your website, many times we concentrate in ideas that would work for us but may not work for other users. Get to know your users, A/B test and make sure you offer something that your users can use constantly evolving Travel trends change constantly not only due to seasonality or location, but also because of the way people search for travel products and book them. Let your users voice their opinions and adapt to their needs Engaging & Inspirational Written content, photos and videos can inspire people to travel, use them wisely!! Search engine friendly Do not neglect your SEO nor your email marketing they will be you cheapest marketing channels. If you haven’t built your website yet build it with an SEO strategy in mind, if you’ve already built it, invest in SEO, in a few months it will pay for itself. 4 Characteristics Of successful websites
  • 19. The teamHow to choose your team wisely
  • 20. Study your team Choose your team or the people that you collaborate with according to the needs of your project. Make alliances with people/companies where you can complement each other for a greater project.
  • 21. Know your team! 2 3 4 By knowing your team members’ skills and preferences you will be able to distribute tasks more efficiently 1 Guardians: Oscar Project Management & Risk assessment Artisans: Ronan Design & Build Rationals: Jose, David, Roberto, Felix Facts & Figures Idealists: Anna Ideas, Vision
  • 22. Content Is king “Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.” Wi l l i am H e n r y G a t e s I I I - 1 9 9 6 Bill Gates wrote an essay in 1996 titled “Content is King” something that, albeit overused and hated by some, still seems as relevant today as it was back in 1996 If your content is not good, you will not achieve a long lasting success http://classic-web. archive.org/web/20010126005200/http:/www.microsoft.com/billgates/colum ns/1996essay/essay960103.asp
  • 23. People Create content for As Search Engines understands more the user’s intent when searching, website owners are more in need of unique expert content that will attract people to their sites. Providing that kind of content ensures a long lasting presence in search results.
  • 24. learned so far What you have  My friend recommended me Iran  It’s not only about having a great idea  You need to be flexible in order to be successful  You need to surround yourself by a good team/business partners  Your website needs to focus on the user and offer a good value  Your grandmother needs to test your website Richard Rogers
  • 25. Characteristics of successful online brands Online success is built upon a series of factors Good Value Specially in Travel the consumer’s needs have to be catered by what the brand offers Good Online presence The brand has to be present when the user needs it or is searching for its products. Good Reviews Success In an era where Social Media has a major influence in the users’ decision a brand needs to keep its good reputation How do we ensure we are there when the user is searching for our products?
  • 26. How to be there when people Are searching for you Search Engine Optimization (SEO) allows us to be there for the users when they need us
  • 27. A few basics on SEO When devising your SEO strategy make sure to consider these points Keyword research Content Internal linking External Linking Knowing what your clients are searching for is paramount for delivering the content they need. The results of this research will determine everything else you do to optimize your website for search engines Build content for people not for search engines, this is your chance to inspire people with your products,. Search Engines crawl your website through the link between your pages, let Search Engines know what your website is about Among other things Search Engines understand the importance and authority of your website by the “recommendations/links” that other websites give yours. Build an external linking strategy as a traffic referral and not as a way of tricking search engines
  • 28. And what they can do for your website PPC SEO Email Social Media PR Marketing channels A strategy based on a combination of these channels will strengthen the brands placement in the market
  • 29. Marketing channels And what they can do for your website SEO Email PR Social Media PPC Search Engine Optimization is the cheapest and most efficient marketing channel, it doesn’t have an immediate ROI As soon as you build your website start collecting your users/clients emails, a strong Email marketing campaign will help user engagement and loyalty to your brand A good PR campaign will put your brand in your market’s landscape, help your SEO and the use Friend’s and social influencers have a greater power of convincing than any other marketing initiative. The most immediate way of advertising, PPC allows you to be found when your SEO is not in place.
  • 30. Use Social Media One of the things that people share the most in Social Media is their travel plans & experiences Social Media channels, whichever they are, have a incredible power of boosting your brand exposure to the user, nothing inspires than the travel content that is shared through Social Media
  • 31. Some Mobile Web Stats ↘ More than 30% of users access the web through a mobile device ↘ 34% of cell internet users go online mostly using their phones, and not using some other device such as a desktop or laptop computer. Faster adoption Mobile web adoption is 8 times faster than web did in the 1990s and early 2000s 1.2 billion There are 1.2 billion people accessing the web through their mobile device 1 in 3 Mobile searches have local intent vs. 1 in 5 in Desktop Source: statcounter.com 22% of Traffic Mobile traffic already accounts for 22% of all traffic, where Tablets are 12%
  • 32. Think about mobile Think about how YOU behave with a phone
  • 33. Responsive Design This is what Google reecommends When and Why ? This works great for when you want to deliver the same content regardless of the device the user is using. The crawl is efficient, users don’t experience the slowdowns that redirects bring, and search engines have just one page to index and rank.
  • 34. The power of envy: nothing is more inspiring than seeing other people doing what you would like to do How to inspire people
  • 35. This is how I feel When I see a friend’s holidays photos on Instagram of a place that I haven’t been yet
  • 36. But then I’m inspired To travel to the same places as my friend
  • 39. Think about what you can offer to the rest of the world
  • 40. Find me in http://about.me/truchado Twitter: TruchadoSEO Email: jose@truchado.com LinkedIn: http://uk.linkedin.com/in/josetruchado/ Thank you

Editor's Notes

  1. Download link here: http://www.flickr.com/photos/cubagallery/3540475536/sizes/o/in/photostream/
  2. Image reference: http://www.architectureserved.com/gallery/CasaBlanca/5893537