Successful Online Marketing

Transcription

1 Successful Online Marketing The Internet Journey Page 1

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3 A self-referring community We booked to stay at the Roade House Inn and Restaurant based on the reviews posted in TripAdvisor i and I have to admit that the reviews were right. Booked for Saturday night last weekend, based on Trip Advisor reviews, and was delighted with the hotel. We booked this purely on the other reviews and ratings on Tripadvisor and were certainly not disappointed. Page 3

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6 The Tidal Wave of Whispers Over 90% of hoteliers think it is important t to monitor reviews online, yet the majority of hotels monitor comments less than once every two weeks. Avalon Report Feb 2008 Half of the total European online population aged 15 and older visited a travel related site during March 2007 (Source - Prospectiv CPI Poll) Page 6

7 85% of UK travel searchers (using a search engine) reported that they completed a travel purchase either online or offline within 90 days of their initial search. (Source Comscore) Only 10% of online travel transactions linked to search occurred immediately following the initial search referral, while the remaining 90 percent took place in subsequent days and weeks (considered latent purchases). Indeed, fully 45% of the purchases actually occurred more than four (Source Comscore) weeks later. Page 7

8 Twitter Twitter Page 8

9 Twitter Page 9

10 Bryn Bella The Social Internet: Blogging Page 10

11 Pay Per Click Advertising Getting Found in Google Page 11

12 Google Search Results How do search engines work? A search engine is made of three basic components: A Spider or Robot An automated browser, it searches the web for new websites, or changes to websites, and then strips out the text content A Storage System or Database A record of all the pages viewed by the Spider A Matching Process or Relevancy Algorithm The rules that tell the search engine how to determine what would be relevant to your search Page 12

13 Looking at the results again... Title Tags Page 13

14 Title Tags Improving Your Title Tags Page 14

15 Every Title Tag Serves a Purpose Havenhouse Farm: The importance of Title Tags in Google Page 15

16 Be very careful... Title Summary Google indexes every page individually Every page can have it s own specific title First words most important (left to right) Consider whether company names needs optimising or not Avoid stop words, dead words (Welcome, Home, the, of..) Keyword density Page 16

17 Successful Online Marketing Page 17