what makes an engaging and conversion focused website
TRANSCRIPT
What we will cover:
• Tourism Tribe and what are the benefits to your business
• Top 5 things that will help customers find and book you• Website Audit
• Next steps…
“HELP”
www.tourismtribe.com
Only 52% of tourism businesses have a website
Only 69% use social media for business
Less than 50% provide instant bookings online
THE ONLY CONSTANT IS CHANGE
Benefits of joining Tourism Tribe:
• Part of a community of over 300 tourism businesses
• 24/7 access to digital marketing resources, training and experts • Participate in online training sessions
exclusive to members • Opportunities to network and collaborate
Top 5 Things that will help customers FIND and BOOK you!
1. Optimise for search engine success
Image Credit: Boostability.com
Google is changing…CONSTANTLY
The OLD way:
• Quantity over QUALITY
• Stuff in lots of keywords
• Make sure keyword density is high for the keyword you wanted to rank on
The NEW way…what’s most important
• Writing high quality content
• Create content that people will reference and link to for a long time• Create content around topics that
matter to your market• Create evergreen content as much as possible
META TITLES
META DESCRIPTIONS
HEADINGS• Headings are
defined as H1, H2 etc
• Make your headings descriptive
• Relevant and related keywords are useful
LINKS• Generally
appear in a different colour
• Click on them to go to a page on your website or someone elses
• Anchor text is the link that appears for the link
SETTING UP KEYWORD PLANNER• FREE Google
tool• Estimates the
average number of monthly searches
• Designed for Google Ads
• It’s not always 100% accurate
INSIDE KEYWORD PLANNER
How does your website rank?
(www.alexa.com)
How does your website place?
Give two examples of a group of keywords people would use to find your product? Eg Luxury hotels Brisbane, 5 star hotels Brisbane
Example 1:
Example 2:
Open a new browser. Can you find your website on the first 3 pages for your keyword groups?
1. YES NO
2. YES NO
2. Create relevant, useful content
Image Credit: ShutterStock
Types of content:1. Blog2. Video3. Infographic4. Guide5. Product reviews6. How-to7. Lists8. Link pages9. Case Study10.Interviews
Example: Brighton Savoy
Blog is a powerful competitive advantage
List 3 pieces of content you can create that is RITE (Relevant, Informative, Timely and Entertaining):
1.
2.
3.
3. Customer focussed copy
Image Credit: Shutterstock
BENEFITS first…
What does my customer want?
What are your 3 most frequently asked questions?
4. Grow your own tribe of raving fans
Image Credit: Shutterstock
Are you getting social? Answer YES or NO to the following:
1. You have claimed your Trip Advisor and Google My Business listing?
2. Your Trip Advisor reviews are accessible from your website?
3. You have a Facebook business page you actively engage on?
4. Your Facebook page is accessible from your website?
5. You have a YouTube account and embed video on your site?
Example: Valhalla Perisher
Making connections
Use as a vehicle to drive traffic
Use your real estate!
Align with website promotions
5. Grow your database
Image Credit: Shutterstock
Name 3 ways you capture your website visitor information:
Image Credit: Shutterstock
1.
2.
3.
Example: Alex Perry Hotel & Accommodation
PROVIDE AN INCENTIVE• Give visitors a
reason to subsribe
• Have opt in forms on key pages
• Designed for Google Ads
• Communicate across all platforms
What if they are not ready to book?
SUMMARY:1. Optimise for search engine success
2. Create relevant, useful content
3. Customer focussed copy4. Grow your own tribe of raving fans
5. Grow your database
NEXT STEPS:
http://www.tourismtribe.com/checkup/
QUESTIONS?
