Social media and SEO for Travel Agents - Worldchoice Ireland Conference November 2016

Social Media and SEO

for Travel AgentsSaturday 19th November 2016

World Choice ConferenceMichael Collins, TravelMedia.ie & TTR

Michael Collins, Niamh Waters

@WorldChoiceIRL@travelmedia_ie#WChoiceConf

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Why do I need to be on social?

70%

What Social Media Platforms Should I Be On?

What Social Media Platforms Should I Be On?

What Social Media Platforms Should I Be On?

What Social Media Platforms Should I Be On?

How to Use Facebook Effectively.play video, from 1.23 to 2.38

https://www.youtube.com/watch?v=2nMhg-98Rgk

“Facebook is not about social”

“Facebook is a media platform”

How to Use Facebook Effectively.

Custom Audiences

Case Study: Grenham Travel

Case Study: Grenham Travel – local fans

1,744July

Case Study: Grenham Travel – local fans

2,377Nov

36%

Case Study: Grenham Travel - reach

Case Study: Grenham Travel - likes

Case Study: Grenham Travel – last 28 days

8958

Case Study: Grenham Travel – post reach

July

Nov

Case Study: Grenham Travel - examples

Case Study: Grenham Travel - examples

Case Study: Grenham Travel - examples

The best place to hide a dead body is……

……….........… the 2nd page of Google search

SEO

Have you ever asked your what keywords and phrases you want to rank your homepage and each page on your site for?

SEO

SEO / organic first – CAPITAL SPEND

AdWords / PPC second – ONCE OFF SPEND

AdWords is your safety net

SEO: sub-sections Local Search. Local SEO.

i.e. Google Places/Google My Business

Case Study: Grenham Travel – audit / fix

applies to all Worldchoice member sites - now in CMS

Case Study: Grenham Travel – duplicate content

http://www.grenhamtravel.ie/family-holidays/holiday/lapland-on-sale-now-/

http://www.grenhamtravel.ie/iceland/holiday/lapland-on-sale-now-/

http://www.grenhamtravel.ie/something-different/holiday/lapland-on-sale-now-/

Case Study: Grenham Travel – duplicate content

A canonical URL allows you to tell search engines that certain similar URLs are actually one and the same.

Sometimes you have products or content that is accessible under multiple URLs, using a canonical URL (an HTML link tag with attribute rel=canonical) these can exist without harming your rankings.

Case Study: Grenham Travel - SEO

1) Keyword research.

2) Implemented canonical tags to fix duplicate content issues and provided a way of dealing with the issue going forward. CMS.

3) Created custom page titles and meta descriptions for the pages on the website based on the keywords identified in keyword research.

4) Created new meta page titles and meta descriptions for key pages.

5) Claimed the company Google Places listing for local SEO (in process of verification)

Case Study: Grenham Travel

Case Study: Grenham Travel

number of URLs appearing as landing pages in

organic search has more than doubled

Case Study: Grenham Travel

Case Study: Grenham Travel – issues fixed

SEO

SEO / organic first – CAPITAL SPEND

AdWords / PPC second – ONCE OFF SPEND

AdWords is your safety net

Q&A - Pauline

Mobile

Mobile

Mobile

1. responsive2. SEO audit and fix3. mobile friendly4. even better - built for mobile

Blog

Blog

1

234

5

TMB – Tropical Medical Bureau

SEO

SEO / organic first – CAPITAL SPEND

AdWords / PPC second – ONCE OFF SPEND

AdWords is your safety net

Pop QuizBiggest search engine in the world? 2nd biggest search engine in the world? Who owns YouTube?

Video

We publish video every week

• Cisco forecast video will represent 69% of all consumer-based Internet traffic by 2017.

• This is expected to rise to 80% by 2019.

(moz.com)

We publish video every week

Twitter

Twitter

1. B2B platform.2. Media and trade love Twitter.

3. Drives traffic. Free. No algorythm.

4. Content Distribution.5. Hashtags #

Use the Correct Hashtags

• http://www.travelmedia.ie/blog/travel-hashtags/

• BLOG: What are the most popular and widely used travel hashtags on Twitter?

• Which are the top travel hashtags used on Twitter?

TweetReachHashTracking

Newsletters / e-zines / email marketing

1. Collect email addresses. MailChimp, Constant Contact.

2. You already have them - customer bookings.

3. Facebook Custom Audiences - remarketing

Go Where Your Customers Go?

Messaging

Messaging

medium.com: 2016 will be the year of conversational commerceThis trend best came to life in 2015 with Uber’s integration into Facebook Messanger

Messaging

Phocuswright, Skift, Travolution

integrated

6711/19/2016

6811/19/2016

THANK YOU

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