sascon 2011 travel seo presentation - kevin gibbons
Post on 17-Oct-2014
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Presentation by Kevin Gibbons on how to use social media for SEO benefit in the travel industry.TRANSCRIPT
How to use social media for travel SEO
Kevin Gibbons, Director of Strategy -‐ twi>er.com/kevgibbo Kevin Gibbons, Director of Strategy -‐ @kevgibbo
“Social media is changing the face of travel”
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!
* Nielsen – July, 2009
41% trust search engine results
Here’s some ideas on how to use social media to impact your search strategy…
But how does this influence SEO?
Twi>er – find journalists/bloggers
AcPon: Use relevant hashtags & Jounalisted
Video – universal search results
AcPon: Distribute to mulPple channels
Facebook – search isn’t just Google
AcPon: Build great/shareable content
Images – universal/image search
AcPon: encourage users to credit you = links!
Reviews – Improve Seller Extension RaPngs
AcPon: IncenPvize users to leave reviews
e.g. Offer 10% discount to returning hotel customers
who leave a review
Blogging – become an authority = links!
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!
Social media bookmarking – traffic & links
AcPon: Use great images/infographics
Forums – targeted links & traffic
AcPon: Don’t spam – build a trusted profile
Flowtown – find customers social profiles
AcPon: turn customers into brand advocates
Social signals – boost topical/QDF rankings?
AcPon: Being first is very important
Catch users early in buying cycle via social
AcPon: Give users a reason to return to influence personalised search via brand queries
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?
Thank you
Please subscribe to: www.seopPmise.com/blog And follow me on Twi>er: @kevgibbo