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Fast forward 2013 – destination marketing via seo

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SEO is about understanding how search engines work and presenting websites and their content in a way that search engines can understand. It is critical to get third party validation to improve SEO efforts. For destination marketing, focusing SEO efforts on problem solving for potential customers and building valuable content can help drive awareness and demand. Partnerships with local tourism organizations can also help boost SEO through increased relevant links and content.

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Fast Forward to 2013 Destination Marketing via SEO “Staying ahead of the curve in Irish Tourism with the biggest Irish Diaspora event – The Gathering – has never presented as much opportunity or as many Challenges” Anton Mannering, David Quaid
What is SEO? • SEO is the presentation of information and data so that a search engine can best understand it • Its also the understanding of how a search engine prioritises websites to give the *best* result to users • You cannot improve your SEO on your own – 3rd party validation is critical
Google Zoo • Google is a rich set of tools that have grown up and been added to since the original search engine invented in the late 1990s • Google now indexes 30 trillion pages and serves up more than 100 billion searches per month. • YouTube servers up another 40 billion
Google as a platform • True size is impossible to quantify • October 2012: Alexa.com ranks Facebook.com as the first to displace Google as #1 in terms of Visits • But it doesn’t take into account Google.co.uk, .ie, fr.... • It also excludes Google+, YouTube, Gmail, Android. Actually – nobody knows...
Results • Roomz predicts 70% of bookings are made via Google • Other sites predict 90% of traffic is still search based • Its mega critical
Zoo Pets • Google’s Panda and Penguin are making news for all the right reasons • Good news for people who build their own sites and content • Mostly – build your value proposition = build your company
SEO as it is and should have been • What is your true value proposition? • Where do you really add value? – What you set out to do – What you actually do – What people found useful – Why you get recommended – Problems you solve – Target audience
Alpha Set: How consumers think Am I buying on price? Am I buying on service? Am I buying on exclusivity? Am I buying because of a location?
What do you offer? • Best Price?
What do you offer? • Best Price? • Best location?
What do you offer? • Best Price? • Best location? • Best Service?
Summary of sales • Do people want what you have (high demand) • Or have you had to create demand • Have you created demand by – Reaching further – Dropping your sales price – Offering more?
What does the customer really want? • Price • Location • Connection? • Concierge? • Problem solving!
What SEO? ITS ABOUT PROBLEM SOLVING!
Online Marketing • Develop Value proposition • Drive up awareness • Develop demand • Offer solution: – Be the most searched for – Be the easiest to find
Pay it forward • Are you leveraging off of Ireland as a destination or a location? – Are you a specific location – Or are you a part of selling Ireland Inc? • Build your content and site around a larger offering while still selling core local product • Who is your target audience and who else is targeting them = marketing partnerships
Partners • SEO and Social are made easier by identifying partners • Co-sell with others is much easier than competing with everyone • If more people want to come to your location, your SEO will be lifted by higher search • Those who lead collaboration get pay off first • Make partners link to you. Make locals link to you.
Consumer Choice • Value = Cheap • Consumer is looking for – Locations – Activity – Sight seeing – History – Overcome distance, transport – Solve Logistical problems
Dublin always wins? • Dublin SWOT – Airport / International Traffic – Lots to do in a relatively small place – Budget to suit everyone – Well known
Most popular places • Are outside Dublin – Cliffs of Moher – Blarney – Kylemore – Cashel • In Truth – everywhere in Ireland is local
Hyperlocal • Make your place riveting because its close to everywhere • Help people know that its easy to get around and sell them easy transport • Your local tour guide needs you – you need your local tour guide. Help them and own the relationship
Hyperlocal • Make your place riveting because its close to everywhere • Help people know that its easy to get around and sell them easy transport • Your local tour guide needs you – you need your local tour guide. Help them and own the relationship
Supporting others • Makes you look knowledgeable • Makes you look good • Makes you findable • People don’t like writing – massive spend on copywriters • Write content for them – share it and make sure they link back
Building your site for SEO • You can never have too much content • Writing small is disingenuous to the user • Search users are expert researchers because they use the best tools • Support tourism bodies and they will support you • Ask tourists what problems they encountered BEFORE they came – solve them for others
Building your site for SEO • You can never have too much content • Writing small is disingenuous to the user • Search users are expert researchers because they use the best tools Change your thinking and misconceptions first • Support tourism bodies and they will support you • Ask tourists what problems they encountered BEFORE they came – solve them for others
Think like your customer • Will I be able to see? • How can I save on this? • I’ve heard about this but I don’t understand it • E-mail us even if you’re not staying here and if we can answer your questions, we will! – Gives you free content – Gives you contacts – Makes you shareable
Where Social meets Search • You can raise a profile and awareness via Social • Does your destination have a good Facebook page? Are you active on it? Should you be? • You can measure social effectively via Google Analytics • Effective SEO will drive social engagement • Effective Social Engagement will drive branded and location specific searches
Greatest sweet spot for increasing traffic • Is not the Google AdWords tool – its the Google Webmasters tool • It will tell you what searches, and in what volume, your site is already being found for • And what you’re not ranking high enough for
SIMPLE EXAMPLE
No one has heard of Glenties • If the location isn’t well known “One-Level- Up” your marketing. • If there is no search for “Hotels in Glenties” then perhaps you need to rank for “Hotels in Donegal” • Sideways - what is there to do?
Glenties?? • Festivals • Surfing, Canoeing, Outdoors, mountain climbing, hill walking. • Unspoiled scenery, images • History • Literary • Sport • People • Geology

More Related Content

Fast forward 2013 – destination marketing via seo

  • 1. Fast Forward to 2013 Destination Marketing via SEO “Staying ahead of the curve in Irish Tourism with the biggest Irish Diaspora event – The Gathering – has never presented as much opportunity or as many Challenges” Anton Mannering, David Quaid
  • 2. What is SEO? • SEO is the presentation of information and data so that a search engine can best understand it • Its also the understanding of how a search engine prioritises websites to give the *best* result to users • You cannot improve your SEO on your own – 3rd party validation is critical
  • 3. Google Zoo • Google is a rich set of tools that have grown up and been added to since the original search engine invented in the late 1990s • Google now indexes 30 trillion pages and serves up more than 100 billion searches per month. • YouTube servers up another 40 billion
  • 4. Google as a platform • True size is impossible to quantify • October 2012: Alexa.com ranks Facebook.com as the first to displace Google as #1 in terms of Visits • But it doesn’t take into account Google.co.uk, .ie, fr.... • It also excludes Google+, YouTube, Gmail, Android. Actually – nobody knows...
  • 5. Results • Roomz predicts 70% of bookings are made via Google • Other sites predict 90% of traffic is still search based • Its mega critical
  • 6. Zoo Pets • Google’s Panda and Penguin are making news for all the right reasons • Good news for people who build their own sites and content • Mostly – build your value proposition = build your company
  • 7. SEO as it is and should have been • What is your true value proposition? • Where do you really add value? – What you set out to do – What you actually do – What people found useful – Why you get recommended – Problems you solve – Target audience
  • 8. Alpha Set: How consumers think Am I buying on price? Am I buying on service? Am I buying on exclusivity? Am I buying because of a location?
  • 9. What do you offer? • Best Price?
  • 10. What do you offer? • Best Price? • Best location?
  • 11. What do you offer? • Best Price? • Best location? • Best Service?
  • 12. Summary of sales • Do people want what you have (high demand) • Or have you had to create demand • Have you created demand by – Reaching further – Dropping your sales price – Offering more?
  • 13. What does the customer really want? • Price • Location • Connection? • Concierge? • Problem solving!
  • 15. Online Marketing • Develop Value proposition • Drive up awareness • Develop demand • Offer solution: – Be the most searched for – Be the easiest to find
  • 16. Pay it forward • Are you leveraging off of Ireland as a destination or a location? – Are you a specific location – Or are you a part of selling Ireland Inc? • Build your content and site around a larger offering while still selling core local product • Who is your target audience and who else is targeting them = marketing partnerships
  • 17. Partners • SEO and Social are made easier by identifying partners • Co-sell with others is much easier than competing with everyone • If more people want to come to your location, your SEO will be lifted by higher search • Those who lead collaboration get pay off first • Make partners link to you. Make locals link to you.
  • 18. Consumer Choice • Value = Cheap • Consumer is looking for – Locations – Activity – Sight seeing – History – Overcome distance, transport – Solve Logistical problems
  • 19. Dublin always wins? • Dublin SWOT – Airport / International Traffic – Lots to do in a relatively small place – Budget to suit everyone – Well known
  • 20. Most popular places • Are outside Dublin – Cliffs of Moher – Blarney – Kylemore – Cashel • In Truth – everywhere in Ireland is local
  • 21. Hyperlocal • Make your place riveting because its close to everywhere • Help people know that its easy to get around and sell them easy transport • Your local tour guide needs you – you need your local tour guide. Help them and own the relationship
  • 22. Hyperlocal • Make your place riveting because its close to everywhere • Help people know that its easy to get around and sell them easy transport • Your local tour guide needs you – you need your local tour guide. Help them and own the relationship
  • 23. Supporting others • Makes you look knowledgeable • Makes you look good • Makes you findable • People don’t like writing – massive spend on copywriters • Write content for them – share it and make sure they link back
  • 24. Building your site for SEO • You can never have too much content • Writing small is disingenuous to the user • Search users are expert researchers because they use the best tools • Support tourism bodies and they will support you • Ask tourists what problems they encountered BEFORE they came – solve them for others
  • 25. Building your site for SEO • You can never have too much content • Writing small is disingenuous to the user • Search users are expert researchers because they use the best tools Change your thinking and misconceptions first • Support tourism bodies and they will support you • Ask tourists what problems they encountered BEFORE they came – solve them for others
  • 26. Think like your customer • Will I be able to see? • How can I save on this? • I’ve heard about this but I don’t understand it • E-mail us even if you’re not staying here and if we can answer your questions, we will! – Gives you free content – Gives you contacts – Makes you shareable
  • 27. Where Social meets Search • You can raise a profile and awareness via Social • Does your destination have a good Facebook page? Are you active on it? Should you be? • You can measure social effectively via Google Analytics • Effective SEO will drive social engagement • Effective Social Engagement will drive branded and location specific searches
  • 28. Greatest sweet spot for increasing traffic • Is not the Google AdWords tool – its the Google Webmasters tool • It will tell you what searches, and in what volume, your site is already being found for • And what you’re not ranking high enough for
  • 30. No one has heard of Glenties • If the location isn’t well known “One-Level- Up” your marketing. • If there is no search for “Hotels in Glenties” then perhaps you need to rank for “Hotels in Donegal” • Sideways - what is there to do?
  • 31. Glenties?? • Festivals • Surfing, Canoeing, Outdoors, mountain climbing, hill walking. • Unspoiled scenery, images • History • Literary • Sport • People • Geology