7 Search Engine Marketing Best Practices for Travel Sites. Cindy Turrietta Search Marketing Specialist

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1 7 Search Engine Marketing Best Practices for Travel Sites Cindy Turrietta Search Marketing Specialist

2 What is SEM? Wikipedia Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of search engine optimization, paid placement, contextual advertising, and paid inclusion.

3 Percent of Traffic by Google Position Resource: Numbers are based on a sample of 8,253,240 impressions across the Chitika advertising network in May,

4 7 Best Practices 1. Understand the search engines 2. Do your keyword research 3. Create a search engine friendly website 4. Utilize paid advertising 5. Engage in social media 6. Build and encourage linking 7. Claim your local listings Bonus: Understand your analytics!

5 Understand the Search Engines

6 Search Engine s Guidelines (requires Live account)

7 Do Your Keyword Research

8 Understand Your Audience & Your Goals Audiences: Local Outside of your market International Meeting planners Travel agents Travel writers?? Goals: Region awareness Increase visitors to website Increase hotel bookings Increase ticket sales Brand protection Connect with consumers??

9 Keyword Tools Google Keyword Tool (FREE!) Wordtracker (free trial) Keyword Discovery (free trial) Wordstream (free) Ubersuggest (free)

10 Create a Search Engine Friendly Website

11 What does Search Engine Friendly mean? BuddyDesigns.com This relates to how well a site has been put together. A search engine friendly website is one that search engines can easily read and find all the links on. Technical optimization On-page optimization Links to the site

12 Technical Considerations Server Status Codes Website Architecture ADA Requirements Images

13 What is SEO? Wikipedia Search engine optimization (SEO) is the process of improving the visibility of a web site or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. EnhanceMyMarketing.com Part art, part science, SEO involves a combination of creating valuable content, producing well-developed Web pages, and marketing them in a way that results in a high ranking for each page within your Website.

14 On-Page SEO = Keyword Conscious

15 Quality Content

16 Microsoft adcenter Labs Call to Action Research

17 Utilize Paid Search Advertising

18 What is PPC? Pay only when your ad is clicked. Paid advertising on search engines results pages (SERPs) Advertising on social networks Rich media banner advertising Behavioral retargeting Contextual advertising

19 PPC Ads in Google

20 Paid Inclusion With paid inclusion, companies used to pay to be indexed. Today, it s more like paid advertising with sponsored listings. Google Hotel Finder Google Flight Search

21 Google s Hotel Finder

22 Google s Flight Search

23 What is Contextual Advertising? SearchEngineWatch.com Advertising that is targeted to a Web page based on the page's content, keywords, or category. Ads in most content networks are targeted contextually.

24 Contextual Advertising example

25 Other Paid Advertising

26 Engage in Social Media

27 Social Network Use Comparison of B2Cs, Large B2Bs and SM B2Bs Source left chart: MarketingProfs Fall 2009 Survey Methodology: Online survey of 5,140 MarketingProfs members Chart Base: 681 B2Cs; 805 SMBs; 482 large businesses; no overlap among groups Source right chart:

28 Build and Encourage Links

29 Internal and External Links Internally link pages on your site to other relevant pages Externally encourage others to link to your site

30 Quality Outweighs Quantity Immediate effect on traffic, trust & rankings Long-term approach does not put you at risk It s does not take too many Quality links to make a big impact

31 Claim Your Local Listings

32 Local Listings example

33 Tool: Yext.com See who s saying what about your locations & where you need to develop profiles

34 Review & Understand Analytics/Stats

35 Google Analytics Dashboard

36 Attribution A channel can play three roles in a conversion path: Last Interaction is the referral that immediately precedes the conversion. Assist Interaction is any referral that is on the conversion path, but is not the last interaction. First Interaction is the first referral on the conversion path; it s a kind of assist interaction.

37 Bottom Line Keyphrases are the Foundation and keyword selection is more important than ever with a need for long-tail keywords Content is King and will help attract links Links are the King s Ransom Internal Links help tie it all together External Links help establish expertness & authority

38 Trusted Resources Search Day Search Engine Land Bruce Clay, Inc. ClickZ Newsletters Marketing Experiments Marketing Sherpa

39 7 Search Engine Marketing Best Practices for Travel Sites Cindy Turrietta Search Marketing Specialist

Slide 1. Welcome to Chapter 12. This chapter is an excursion on Marketing called Online Marketing. The author is Vicente Lluch.

Slide 1. Welcome to Chapter 12. This chapter is an excursion on Marketing called Online Marketing. The author is Vicente Lluch. Slide 1 Welcome to Chapter 12 This chapter is an excursion on Marketing called Online Marketing. The author is Vicente Lluch. Slide 2 At the end of this chapter you should understand key elements of online