SEO, Content Marketing & Social Media

Standing out in the Newly
connected World through
Content Marketing & Social Media
A brief introduction to Search Engine Optimization (SEO), Content
Marketing & Social Media in our newly connected world. It is not
enough just to have a presence such as a Website, Facebook page,
Twitter and other social media platforms. Content is now king! How
to use content on-line to promote your brand to your target market
and be relevant on Google searches!
Presented by Edward Radonic, Managing Partner

radonicrodgersstrategy+
Travel & Tourism Marketing

Understanding all these
crazy Acronyms
SE – Search Engine, an on-line service that searches and
displays results based on the criteria that you set. Google now
being #1, and Yahoo and Bing trailing behind with a 20% market
share combined.
SEO – Search Engine Optimization, the art and science
behind marketing a website to achieve organic 1st page results in
response to a searche query.
SEM – Search Engine Marketing, Internet marketing that
involves the promotion of websites by increasing their visibility in
search engine results pages through different methods including
SEO and paid on-line advertising.
PR – Page Rank, Google’s link popularity algorithm used to rank
the popularity of any given webpage.


Understanding all these
crazy Acronyms
SERP – Search Engine Results Position or Page, The position in
which a webpage is displayed in search engine results, excluding
any paid listings. Your goal is a high SERP or a 1st page SERP.
Paid SERP – Paid Search Engine Results Position, Listings are
ads or sponsored links, included by search engines in their results.
Websites pay to be listed.
PPC – Pay Per Click, Advertisements appear on websites, the
advertiser pays for every user click, which is then re-directed to
their page.
PPI – Pay Per Impression or View, Advertisements appear on
websites, the advertiser pays for every eye ball, every time it
appears or is viewed.


Search Engine Optimization, (SEO)
How it all began …
• Internet and Websites of the early 1990’s
• No way to be found, until the first search engines and directories.
• What are the goals objectives of Search Engines. (1994)
• Site Owners started recognizing the value of high rankings.
• SEO considers how search engines work; Search terms and
keywords for example.
• ptimization involves adjusting the content to satisfy the Search
O
Engines algorithms.
• Creating opportunity for both white hat and black hat SEO
practitioners. (1995)

Travel Tourism Marketing

• The term SEO probably came into use by 1997.
• Mr. Page and Mr. Brin founded Google in 1998.
• Google soon became the preferred Search Engine by users.
• 2004 Search engines widened their rankings algorithms.
• 2005 Google started personalizing search results.


• 2007 Google proclaims using more than 200 factors
in their page rankings.
• 2008 Entrance of Social Media complicates
matters even further.
• 2008 Ranking was so complicated that they would be
different for each user.
• 2010 Google made over 500 algorithm changes,
almost 1.5 per day.
• 2010 Google announces Instant real-time-search.
• 011 Google started penalizing banning websites who
2
used manipulative techniques to improve their rankings.


What to do about SEO?
• SEO is not appropriate for every website.
• Don’t go into an optimization frenzy.
• Other strategies such as Pay Per Click may be more effective.
• Do ensure all the SEO basics are covered.
• Set up analytics programs and measure results.
• Improve site conversion rates, that turn into leads for you.
• Do consult with an SEO professional.
• Do consult with a Web strategist.


The future is now
• Your web browser will act as your personal assistant!
• Private Search Engine - STARTPAGE.com
• People are spending more time with their devices
than watching TV.
• obile APPS – Applications and Mobile e-commerce is
M
taking over.
• Very soon there will be more mobile devices than computers.
• esponsive Design no longer optional, Cross platform,
R
desktop, laptop, tablets and smart phone compatibility.


Conclusion on SEO?
Leads nicely into Content Marketing …
• The endless battle between Search Engines
and Web site owners.
• At the end of the day its all about the
Content on the page.
• So why not create high quality pages that engage and persuade users or more
specifically your target market.
• High quality targeted, useful content will benefit your audience.
• This in time will return dividends to your on-line marketing efforts.
• Part of your SEO strategy should be an organic content marketing strategy.
• 1999, author Jeff Cannon wrote, “In content marketing, content is created to provide
consumers with the information they seek.”


Content Marketing
Content is now King!
Content Marketing is a marketing technique that involves the
creation and sharing of media and publishing content in order to
acquire profitable customers.
This information can be presented in a variety of formats, including
news, video, white papers, info-graphics, case studies, how-to or
travel-guides, QA articles, photos, blogs, editorials, e-books and
custom publishing of entire magazines.
Content marketing is focused not on selling, but on simply
communicating with customers and prospects. The idea is to
inspire business and loyalty from buyers by delivering consistent
ongoing valuable information.


Early examples of
Content Marketing
• Content Marketing disseminates information about a brand and builds
a brand’s reputation.
• 1895 – John Deere launched the magazine, “The Furrow”, informative
articles for farmers how to become more profitable.
• 1895 – John Deere’s magazine considered the first custom publication,
is still in circulation today. 1.5 million readers in 40 countries and in
12 different languages.
• 1900 – Michelin publishes the Michelin Guide, offering drivers information
on auto maintenance, accommodations and other travel and driving tips.
35,000 copies of the first issue were distributed for free and became the
precedent for content marketing.
• 1904 – Jell-O salesmen went door to door, distributing their cook book for
free. Touting the dessert as a versatile food, the company saw its sales
multiply and by 1906 virtually destroy their competition.


Building Brands through
Content Marketing
• Consumers are leaning to brands that provide useful
information about their services.
• Build your travel brand with the consumers experience in mind.
• This provides an edge over the competition and builds loyalty.
• Travel brands should build detailed, useful and informative content.
• Optimize the information, so it is easily found on search engines.
• Understand what your clients are searching when
looking for your service.
• Adapt your Internet marketing around solid research.
• Remember to be consistent with your business philosophy brand.
• The key to driving success will always be your Web site’s content.


Conclusion on Content Marketing
Leads us nicely into Social Media …
• Quality Content will stimulate the marketing AIDA model
Attention • Interest • Desire • Action
• Keep your Brand in the Public eye. Absence does not make
the heart grow fonder.
• Tell the marketplace what you have been doing; Promotions, innovations,
news and your successes.
• Share your knowledge, get it written down into a story or a simple blog post.
• Start an ideas document, and start building an editorial schedule.
• Content Curation is a Hot topic in Social media circles and the
Travel Tourism industry is ripe to exploit this trend.
• Start sharing and distributing your content through Social Media
• Start Curating interesting relevant content on your Web Site and
your social media platforms.


Introduction to Social Media
Getting Started and the Basics…
• The Golden rule is Quality over Quantity.
• Only start as many profiles on as many sites as you can run well.
• The Top 4 are still = Facebook, Twitter, LinkedIn and Pinterest.
• The Top 3 Goals are:
1. To engage, delight and build loyalty with fans and followers.
2. To bolster a brand’s rank in search engines through backlinks.
3. To gain exposure for a brand through social discovery and

amplification.


Facebook
• Engagement, “Likes”, “Comments” and “Shares”.
• Engagement on steroids, Users posting their own content.
• Contests are a great way to get people talking, sharing and
creating content for you.
• Your Posts should be visual, include a photo, graphic or video.
• Positive posts receive more engagement.


Case Study how GoPro
Sports Cameras used Social Media


• Posting questions, fill in the blank _____ or surveys. Also a
source for more content, as survey results are released.
• Most experts suggest 2-3 times a day when possible.
• More importantly, post consistently, Once per day, 2-3 times
per week, or even once per week as a minimum for small to
medium sizes businesses.
• Be consistent and stick to it. Remember Quality over Quantity.


• Keep it short, 140 characters is the limit, not a goal
• Tweets should be more frequent than, Facebook.
• They can be really informal, simple thoughts.
• Make sure your tweets are on brand, don’t forget your goals.
• It is also ok to post the same tweet multiple times to avoid being
drowned out.
• Network with other users, replies and re-tweets, they’ll return
the favour.


Pinterest
• Pinterest is all about the lifestyle of users, little room
for commercialism here.
• Posting beautiful lifestyle experience type photographs and
videos should come easily for those of us in the travel industry.
• eautiful images of our destinations, attractions,
B
hotels activities.
• One of the easiest social media platforms to manage.
• A picture is worth a thousand words – is the idea here.
• Only use images that are extraordinary – almost professional!
• You can re-pin images that support your brand.
• Share travel tips, destination highlights, must sees and dos.


• Win friends so you can influence people.
• LinkedIn is all networking – So do it!
• These Audiences tend to be tack savvy and entrepreneurial.
• Join, create and participate in groups that are
relevant to your products or services.
• Set up a business page on LinkedIn.
• Post engaging updates about 20 times per month.
• Keep it short and to the point.
• Sync your LinkedIn with your Twitter.
• Share interesting content you have read, researched, your contacts

content, your own content such blog posts and white papers.


Now put it all together!
• Create an editorial calendar to help you stay on track.
• Jot down interesting subject ideas as they come to mind.
• Cut and paste interesting URLs of sites you’ve visited.
• Record news that is relevant to your organization, at your
organization, new destinations, new itinerary, new attractions,
special festivals, new expansions, new hotel or a new services!
• Schedule posts you would like to feature in the next week or
weeks to come.
• Use services such as www.pagemodo.com


Thank you!
Standing out in the Newly
connected World through
Content Marketing Social Media
Presented by Edward Radonic, Managing Partner
Sources:
Eran Ketter | eketter.com • Lyndi Lawson | gottaquirk.com • Michael Komodromou | mkg-group.com
Plainjanes.com • Pagemondo.com • RadonicRodgers.com • Tourism-review.com • Wikipedia.com


SEO, Content Marketing & Social Media

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