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
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