Keynote presentation by Robert Cole of RockCheetah for SkiTops University 2012. Presented july 31, 2012 at Grand Sierra Resort & Casino, Reno, Nevada. SkiTops is the Ski Tour Operators Association.

1. Search, Social, Local & Mobile
How to Get Found
SkiTops University
Grand Sierra Resort – Reno, Nevada
July 31, 2012
Image Credit: Tina Cole (All Rights Reserved)

2. How to Get Found
• Start with These – They Help… A Lot…
– Great Product
– Compelling Price
– Loyal Customers
• At One Time, That was Enough… Now Need:
– Search
– Social
– Local
– Mobile
• Marketing Finally Gets Personal
– Individuals Do Not See Same Search or Social Results
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 1
Image Credit: randihauskenr (cc|flickr)

3. Travel Search Statistics (US Market)
• Internet an Integral Tool in Travel Process
– 87% Used Internet for Travel Planning
– 62% Researched Upcoming Trip
– 45% Used for Trip Ideas
– 43% Read Travel Reviews
– 31% Watched Travel Videos
– 24% Read Travel-related Blogs
• Average US Traveler
– Searches 22 Websites Over 10 Sessions
Search Impacts Every Aspect of the Travel Process
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 2
Statistics: Google/IPSOS OTX 2011 |Image Credit: dafuriousd (cc|flickr)

4. SEO - First One to the Top Wins
• Top Positions Receive Clicks & Traffic
• Google CTR Share by Position (1st Page = 52.3%)
1. 18.20%
2. 10.05%
3. 7.22%
• Bing CTR Share by Position (1st Page = 26.5%)
1. 9.66%
2. 5.15%
3. 2.74%
Same Concept Applies to OTA Search & Reviews
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 3
Statistics: Slingshot SEO 2011 Study |Image Credit: serrechevalier (cc|flickr)

5. Interesting Content is Critical
• Great Terrain Suited to Market
• Well Groomed
• Fresh
• Give Every Page a Specific Topic (Keyword)
• 300+ Words of Keyword Relevant Text
• Engaging, Informative & Well Written
• Keep Site Fresh: Use Blog or News Updates
• Lots of Interlinked Pages – Lots of Related Topics
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 4
Image Credit: t i g (cc|flickr)

6. Traditional SEO Methods
• Page Content Must be Meaningful to Users
– Algorithms are Computer Based Rules
– SEO Makes Pages Relevant to Machines (Search Bots)
– PageRank – Google’s Method of Prioritizing Best Pages
• Relevance Signals
– Use of Keywords/Phrases Popular for Search
– Consistent Structure - Heading, Title, URL & Meta-Tags
• Authority Signals
– Site Traffic
– Inbound Links from Authoritative Sites
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 5
Image Credit: yvynyl (cc|flickr)

7. SEO - On Page Optimization
• Titles
– Business Name, Keywords, Phone Number
• Meta Tags
– Description is Displayed as Snippet in Search Results
• Header Tags
– Header 1 = Business/Site Name | Header 2 = Page Title
– Plus Bold / Italic / Quote Text Styles
• Body Text
– Keywords, Related Synonyms & Long Tail Keywords
– Density – Use Keyword Approximately 1x per 50 Words of Text
• Excerpt
– For Blogs, Use Manually Drafted Excerpt to Summarize Article
• Links
– Relevant Anchor Text with Keyword to Related Page
– Use Permalinks - Page Title Included in URL
• Images
– Keywords in File Name, Caption, Title & Alt Tags
– Use Smush.It to Reduce Image Size & Keep Quality
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 6
Image Credit: juan carlos labarca (cc|flickr)
Image Credit: XXXXXXXXXXXX (flickr)

8. New SEO Methods
• Shift from Web of Pages to Web of Data
– Semantic Markup & Micro-formats Define Context
• Relevance Signals
– Schema.org – Bing, Google, Yahoo & Yandex
• Structured Format to Understand Meaning of Content
– Defines Relationships Between Pieces of Data
– Sentiment/Patterns of Friends & “Similar” People
• Authority Signals
– Original Author Identification
– Authority of that Author in “Your World”
– Canonical Link Defines Site as Original Publisher
– Rel=Author Link to Google+ Profile & Author Page
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 7
Image Credit: juan carlos labarca (cc|flickr)

9. Black Hat SEO – Don’t Go There
• Paid Links
– Buying Inbound Links from High PageRank Sites
• Blog Spam
– Blog Comments Creating Inbound Links
• Cloaking
– Search Bots & Humans See Different Information
• Keyword-focused Secondary/Tertiary Sites
– Located on Separate C-blocks
• Hacking Competitor Sites (Crap Hat)
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 8
Image Credit: IanL (cc|flickr)

10. Never Underestimate
So, You Think You’re
Your Competition
Pretty Clever?…
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 9
Image Credit: BMW Blog

11. A Cynic’s Perspective of Social MEdia
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 10
Image Credit: Tim in Sydney (cc|flickr)

12. Social Media Explained with Donuts
• Twitter • Facebook
– I’m eating a donut – I like donuts
• YouTube • Foursquare
– Watch me eat a donut – Where I eat donuts
• Instagram • Pinterest
– A vintage donut photo – Here’s a donut recipe
• Blog • LinkedIn
– My insights on donuts – Experienced donut eater
• Google+
– I’m a Google employee who eats donuts
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 11
Hat Tip: Geeks.com Image Credit: vnysia (cc|flickr)

13. Social Travel Statistics
• 76% Post Vacation Photos to Social Networks
• 70% Update Facebook Status on Vacation
• 55% Like Vacation-related Facebook Pages
• 46% Post Hotel Reviews
• 40% Post Activity Reviews
• 40% Post Restaurant Reviews
• 16% Post Travel Reviews
• 11% Comment on Travel Reviews
• 11% Upload Travel-related Video
• 9% Comment on Travel-related Videos
• 7% Participate in a Travel Blog
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 12
Statistics: Four Pillars Hotels Infographic 2012 |Image Credit: Zach Dischner (cc|flickr)

14. Fairy Tale Relationship with Your Clients?
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 13
Image: Defence Images (cc|Flickr)

15. Customer Engagement is a Relationship
• Not Just Broadcasting
– Active Listening
– Relevant Communication
– Mutual Understanding
• Participate Where Clients Are
– Be Respectful & Contribute
Avoid Shiny Object Syndrome
“If you focus on the tools, then you are one.”
- @jacobm, Chess Media Group
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 14
Image: joshfassbind.com (Flickr)

16. Social Media Optimization
• Know Your Audience
• Participate & Create Content
• Encourage Reuse of Your Content
• Make Sharing Easy with Social Icons
• Distribute Your Content
– RSS Feed, Email Newsletter, Status Updates
• Be an Unselfish Resource to Others
• Be Humble | Be Real
• Engage with Helpful Users
• Try New Things | Experiment
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 15
Image Credit: Andre Charland (cc|flickr)

17. Old School Social Media
• Engagement
– Number of Followers
• Quality Beats Quantity
• Sentiment
– Number of Likes
• Baited by Incentives or a True Preference?
• Metrics
– Klout Score
• Rewards High Volume of Posts and Interaction
• Return on Investment
– It’s Not Really About That… Really???
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 16
Image Credit: planetlight (cc|flickr)

18. Social Media Performance Measures
• Set Goals & Define Metrics - Why Are You Doing This?
– Hint: Track Outcomes, NOT Activities
• Conversion Rate
– Subscriptions/Purchases per Visit
• Conversation Rate
– Comments/Replies per Post
• Amplification Rate
– Shares/Re-tweets per Post
• Applause Rate
– Likes/Favorites per Post
• Economic Value of Engagement
– Sum of Short & Long Term Revenue + Cost Savings
– Calculate per Visit Goal Value by Social Channel
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 17
Hat tip: Avinash Kaushik | Image Credit: planetlight ( (cc|flickr)

19. Online Reputation Is VERY Important
• Travel Reviews Impacting Traveler Decisions
– 52% Changed Original Travel Plans
– 10% Changed Travel Agent / Operator / Website
– 33% Changed Hotel – 7% to Different Country
– 10% Switched Resorts – 5% Switched Airlines
“40% of luxury travelers will not book a hotel room if
there are no online customer reviews.”
- @FourSeasons
Help Fans & Advocates Support Your Efforts
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 18
Statistics: Funsherpa Infographic 2012 |Image Credit: couloir (cc|flickr)

20. Local (Location Based Services)
• Directories
– Update Listings in All Local Directories
• Yelp, Citysearch, MapQuest, Yahoo, Superpages, Yellowbook
– Yext is Simple Tool
• Apps
– Foursquare
– Facebook Check-Ins
– Google+ Local
• Location Signals
– Explicit (Check-In)
– Implicit (Instagram Photo)
– Passive (Highlight App – People Around you)
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 19
Image Credit: WorldIslandInfo.com (cc|flickr)

21. Innovative Location Examples
• Bar Snipers
– Follow Followers of Competitors
• Many Follow Back / Birds Eye to Geo-target
– Foursquare - Merchant Tools
• Target Previous Check-ins or Those Liking Venue
• Conference Kidnappers
– Check Group Website/Facebook Pages for Dates
– Offer Special Rates After Cut-off, etc.
– Target People Liking Event Sponsors on Facebook
• Text Message Flash Mobbers
– Attract a Motivated Crowd in Minutes
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 20
Image Credit: henribergius (cc|flickr)

22. Mobile – Devices Not Created Equal
• Consumers Expect a Consistent Experience
– Desktop | Tablet | Smartphone
• Devices Used for Different Purposes
– What Reason for Traveler to Download/Use App?
• Native Apps versus Mobile Web Pages
– HTML5 Permits Web Access to GPS, Camera, etc.
– Responsive Website Design Auto-Reformats Page
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 21
Image Credit: blakespot (cc|flickr)

23. Mobile Statistics
• 86% Mobile Internet Users Online Watching TV
• 85% Use Smartphone on Leisure Trips
• 82% Mobile Users Booked Hotel Within 1 Day of Arrival
• 70% Mobile Users Book Single Hotel Room Same Night
• 66% Unlikely Return to Mobile Site After Problem
• 58% Mobile Users Located Within 20 Miles of Hotel
• 30% Use Mobile Apps to Find Hotel Deals
• 29% Use Mobile Apps to Find Flight Deals
• 20% of Mobile Visits Result in Click to Call
• 20% of Hotel Queries Originate From Mobile Devices
• 15% Mobile Users Downloaded Vacation Mobile Apps
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 22
IStatistics: Google/IPSOS OTX 2011 |mage Credit: tomkellyphoto (cc|flickr)

24. How Will Apple iTravel Impact Travel?
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 23
Hat Tip: Patently Apple | Image Credit: Trondheim Byarkiv (cc|flickr)

25. Top 10 Mobile Best Practices
1. Keep it Quick – Site Loads Fast
2. Simplify Navigation – Vertical Scrolling
3. Thumb-friendly – Use Large, Centered Buttons
4. Design for Visibility – Readable Font/Contrast
5. Accessible – HTML5/Not Flash for Animation
6. Easy to Convert – Without a Mouse
7. Make it Local – Include Address/Phone Number
8. Seamless Experience – Align with Desktop
9. Use Mobile Redirects – Auto Load Mobile Site
10.Listen, Learn & Iterate – Test & Monitor Metrics
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 24
Image Credit: Telstar Logistics (cc|flickr)

26. Mobile Performance Measures
• Mobile Web • Mobile App
– Active Daily users – Download App
– Time Spent on Site – App Favorite / Like
– Page Views – App Rating
– Click-stream – App Comment
– Clicks to Call – Active Daily users
– SMS/Text Subscription – Time Spent Using App
– Map/Directions Use – Function / Module Use
– Check-In – mCommerce Revenue
– Purchases – Profitability
– mCommerce Revenue
– Profitability
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 25
Image Credit: geoftheref (cc|flickr)

27. Loyalty is Based on Values, Not Points
• Example: jetBlue
– Integrity
– Passion
– Safety
– Caring
– Fun
Value Drives Transactions ● Values Drive Loyalty
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 26
Image Credit: maistora (cc|flickr)

28. Trust is Earned, Not Bought
If You Disappoint Your Customers, They WILL Get Even…
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 27
Image Credit: juhansonin (cc|flickr)

29. Summary – How to Get Found
• Set Clear Objectives
– Ask Why You Are Doing This? Measure Outcomes
• Search
– Interesting Page Content + SEO Friendly Structure
• Social
– Participate Where Customers Are | Help, Don’t Sell
• Local
– Update All Directories | Experiment with Targeting
• Mobile
– Consider How Customers Interact | What Device Used
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 28
Image Credit: John & Mel Kots (cc|flickr)

30. Thank You
Questions?
Copies of the Presentation?
Comments?
Robert Cole
skype: robertkcole
twitter: @robertkcole
phone: +1.262.309.9560
web: rockcheetah.com/blog
email: robert@rockcheetah.com
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 29