Social media and SEO for Travel Agents - Worldchoice Ireland Conference November 2016. Social Media and SEO presentation featuring a Facebook case study from Grenham Travel. #WChoiceConf

1. Social Media and
SEO
for Travel Agents
Saturday 19th November 2016
World Choice Conference
Michael Collins, TravelMedia.ie & TTR

2. Michael Collins, Niamh Waters
@WorldChoiceIRL
@travelmedia_ie
#WChoiceConf

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5. Why do I
need to be
on social?

8. What Social Media Platforms Should I Be On?

9. What Social Media Platforms Should I Be On?

10. What Social Media Platforms Should I Be On?

11. What Social Media Platforms Should I Be On?

12. How to Use Facebook Effectively.
play video, from 1.23 to 2.38
https://www.youtube.com/watch?v=2nMhg-98Rgk

13. “Facebook is not about social”
“Facebook is a media platform”

14. How to Use Facebook Effectively.

15. Custom Audiences

16. Case Study: Grenham Travel

17. Case Study: Grenham Travel – local fans
1,744
July

18. Case Study: Grenham Travel – local fans
2,377
Nov
36%

19. Case Study: Grenham Travel - reach

20. Case Study: Grenham Travel - likes

21. Case Study: Grenham Travel – last 28 days
8958

22. Case Study: Grenham Travel – post reach
July Nov

23. Case Study: Grenham Travel - examples

24. Case Study: Grenham Travel - examples

25. Case Study: Grenham Travel - examples

26. The best place to hide a dead body is……
……….........… the 2nd page of Google search

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

28. SEO
SEO / organic first – CAPITAL SPEND
AdWords / PPC second – ONCE OFF SPEND
AdWords is your safety net

29. SEO: sub-sections
Local Search. Local SEO.
i.e. Google Places/Google My Business

30. Case Study: Grenham Travel – audit / fix
applies to all Worldchoice member sites - now in CMS

31. 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-/

32. 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.

33. 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)

34. Case Study: Grenham Travel

35. Case Study: Grenham Travel
number of URLs appearing as landing pages in
organic search has more than doubled

36. Case Study: Grenham Travel

37. Case Study: Grenham Travel – issues fixed

38. SEO
SEO / organic first – CAPITAL SPEND
AdWords / PPC second – ONCE OFF SPEND
AdWords is your safety net

39. Q&A - Pauline

40. Mobile

41. Mobile

42. Mobile
1. responsive
2. SEO audit and fix
3. mobile friendly
4. even better - built for mobile

43. Blog

46. Blog

47. TMB – Tropical Medical Bureau

50. SEO
SEO / organic first – CAPITAL SPEND
AdWords / PPC second – ONCE OFF SPEND
AdWords is your safety net

51. Pop Quiz
Biggest search engine in the world?
2nd biggest search engine in the world?
Who owns YouTube?

52. Video

53. 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)

54. We publish video every week

55. Twitter

56. Twitter
1. B2B platform.
2. Media and trade love Twitter.
3. Drives traffic. Free. No algorythm.
4. Content Distribution.
5. Hashtags #

57. 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?

58. TweetReach
HashTracking

59. Newsletters / e-zines / email marketing
1. Collect email addresses. MailChimp,
Constant Contact.
2. You already have them
- customer bookings.
3. Facebook Custom Audiences
- remarketing

60. Go Where Your Customers Go?
Messaging

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

62. Messaging

63. Phocuswright, Skift, Travolution

67. 6711/19/2016

68. 6811/19/2016
THANK YOU 

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