SEARCH ENGINE MARKETING IN THE TOURISM

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18 Νοε 2013 (πριν από 3 χρόνια και 11 μήνες)

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SEARCH ENGINE MARKETING IN THE TOURISM
SECTOR

PRESENTED BY PAUL GOONOO, HEAD OF SEARCH

SEARCH ENGINE USE

The #2 activity on the web


The start point for most online journeys of discovery


Research, Navigation & Transaction


Most frequently the final step in the process








SEARCH ENGINE USE

The highest source of traffic to most sites








Websites

Clicks May 2013


Google UK

30.72%


Bing

2.17%


TripAdvisor UK

1.96%


Google

1.81%


YouTube

1.17%


Yahoo! Search UK &
Ireland

1.14%


BT Yahoo!

1.03%


Facebook

0.92%


Google Maps UK

0.76%


AOL UK

0.67%

Top 10 upstream site to travel sector

Source:Hitwise UK

SEARCH ENGINE USE

The highest source of traffic to most sites








Websites

Clicks May 2013

Google UK

29.88%

TripAdvisor UK

3.19%

Bing

2.25%

Google

1.83%

Yahoo! Search UK &
Ireland

1.26%

YouTube

1.15%

BT Yahoo!

1.13%

Trivago

1.02%

Booking.com

1.02%

Google Maps UK

1.01%

Top 10 upstream site to travel sector: Destinations &
Accom

Source:Hitwise UK

SEARCH ENGINE USE

The highest source of traffic to most sites








Websites

Clicks May 2013

Google UK

28.42%

Transport for London

2.02%

Bing

1.99%

Google

1.88%

YouTube

1.51%

National Rail Enquiries

1.44%

Yahoo! Search UK &
Ireland

1.15%

BT Yahoo!

1.08%

Facebook

1.07%

BBC News

0.98%

Top 10 upstream site to travel sector: Transport

Source:Hitwise UK

SEARCH ENGINES

Google serves over 90% of UK search queries


Bing (Microsoft) & Yahoo reach a different audience


Google has won by being the best


Tough to game & cheat


A search engine not a portal


Search engine & users want the same thing

SEARCH ENGINE TRAFFIC


Starts with a query



Want answers



Provide solutions



Lead to the best outcome



Same process as viewed as a user or search engine



UNDERSTAND THE QUERY

Query=keyword


What are your audience searching for?



Use personal experience



Use the research tools


Internal research


User groups


Keyword tool






ANSWER THE QUERY

Start with the basics



Own your brand keywords


Final transactions


Customer service



Get to the core products


The definition of your product or service



Look for the wider opportunities


Be realistic


target the queries you can answer







BE VISIBLE


Paid search vs. Organic








High uptake of PPC in travel sector


Competition & Aggregators




Paid vs organic for Travel Sector: Destinations &
Accom

Source:Hitwise UK

BE VISIBLE


More than just Paid search vs. Organic



Local search



Image search



News search



Mobile search



What is right for your business & user query





PAID SEARCH

Not to be taken as the easy option


Make the most of every click
-

Relevancy


Match
Query

to
Ad Copy

to
Landing Page



PAID SEARCH


`

ORGANIC SEARCH

Requires time and investment


Content focus


Use every opportunity


Meta content


Image tags


Create content that serves a user query


Ideally addressed at site spec & build of site

Offsite


Link building

Social Media


For social media not for SEO (Google+)





THE RESULTS

Reporting is Key


Visibility and traffic does not make money!


Look beyond click


Ideally to conversion


Attribute values to actions on the site





THANK YOU

QUESTIONS

&
ANSWERS