sascon 2011 travel seo presentation - kevin gibbons

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How to use social media for travel SEO Kevin Gibbons, Director of Strategy twi>er.com/kevgibbo Kevin Gibbons, Director of Strategy @kevgibbo

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Presentation by Kevin Gibbons on how to use social media for SEO benefit in the travel industry.

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Page 1: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

How  to  use  social  media  for  travel  SEO  

Kevin  Gibbons,  Director  of  Strategy  -­‐  twi>er.com/kevgibbo      Kevin  Gibbons,  Director  of  Strategy  -­‐  @kevgibbo      

Page 2: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

“Social  media  is  changing  the  face  of  travel”  

Page 3: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

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

Page 4: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

Here’s  some  ideas  on  how  to  use  social  media  to  impact  your  search  strategy…  

But  how  does  this  influence  SEO?  

Page 5: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

Twi>er  –  find  journalists/bloggers  

Page 6: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

AcPon:  Use  relevant  hashtags  &  Jounalisted  

Page 7: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

Video  –  universal  search  results  

Page 8: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

AcPon:  Distribute  to  mulPple  channels  

Page 9: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

Facebook  –  search  isn’t  just  Google  

Page 10: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

AcPon:  Build  great/shareable  content  

Page 11: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

Images  –  universal/image  search  

Page 12: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

AcPon:  encourage  users  to  credit  you  =  links!  

Page 13: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

Reviews  –  Improve  Seller  Extension  RaPngs  

Page 14: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

AcPon:  IncenPvize  users  to  leave  reviews  

e.g.  Offer  10%  discount  to  returning  hotel  customers  

who  leave  a  review  

Page 15: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

Blogging  –  become  an  authority  =  links!  

Page 16: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

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!  

Page 17: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

Social  media  bookmarking  –  traffic  &  links  

Page 18: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

AcPon:  Use  great  images/infographics  

Page 19: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

Forums  –  targeted  links  &  traffic  

Page 20: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

AcPon:  Don’t  spam  –  build  a  trusted  profile  

Page 21: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

Flowtown  –  find  customers  social  profiles  

Page 22: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

AcPon:  turn  customers  into  brand  advocates    

Page 23: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

Social  signals  –  boost  topical/QDF  rankings?  

Page 24: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

AcPon:  Being  first  is  very  important  

Page 25: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

Catch  users  early  in  buying  cycle  via  social  

Page 26: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

AcPon:  Give  users  a  reason  to  return  to    influence  personalised  search  via  brand  queries  

Page 27: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

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?

Page 28: SAScon 2011 Travel SEO Presentation - Kevin Gibbons

Thank  you  

 Please  subscribe  to:  www.seopPmise.com/blog      And  follow  me  on  Twi>er:  @kevgibbo