3. more than 1/4
chart
of the total global population
is online
Source: Nielsen / ComScore
4. World Internet Users World Internet Users
March 2008 Sept 2009
Asia Asia
Europe Europe
North America North America
Latin America/Caribbean Latin America/Caribbean
Africa Africa
Middle East Middle East
Oceania/Australia Oceania/Australia
Source: Nielsen
12. Where can I get good
cherry pie?
ā¢ NOT a search āmachineā
ā¢Real HUMAN reviewers
13. Yay!
Yay!
Pie Sally makes 1 vote
Reviews good pie.
Yay!
Pie For tasty 1 vote
LoversŹ¼ pie, Sallyās pie
Forum is the best.
NatŹ¼l We know pie, 1 vote
Pie
Assoc
and Sallyās pie Every link from a relevant
is good.
website to yours =
Pie 1 vote of conļ¬dence in
Like cherry 1 vote
Pans R
Us
pie? Try Sally. Google
18. Sallyās Gourmet Pies
Hand-baked pie in these ļ¬avors:
ā¢ Deluxe cherry pie
ā¢ Amazing apple pie
ā¢ Perfect pumpkin pie
Order your pie online
Why choose Sallyās hand-baked gourmet pies? ...
SEO
results listing: results listing:
Hand-baked Gourmet Pies
Sallyās Pies Order Sallyās world-famous cherry pie,
My name is Sally, and I make pies. amazing apple pie or pumpkin pie online.
Hand-baked & delivered within 24 hours.
19. Source: ComScore
Aug 2009
There are over 76 billion
searches performed on Google
every month
22. Hostel bookings
Key
HI marketshare
Hostelworld,
Hostelbookers,
Hostels.com etc
23. HI & SEO
ā¢ Some initial work done
so far, but LOTS more
to do
ā¢ High priority as of right
now
ā¢ Dedicated resource:
ā£ 2x new SEO staff
+ Miko + Federico (P/T)
+ Mktg Team / ASSD / others
ā¢ Focused on tangible,
measurable results
24. Team SEO
ā¢ GOAL: By 2011, to increase the number of
visits to hihostels.com coming from search
engines by a minimum of 30%
ā¢ Aggressive, holistic approach to SEO: cover
all the major areas & cover them well
ā¢ Strategy, tactical plan & measures of success
ā¢ Ofļ¬cial Kick-off Meeting: 23 Feb
27. What determines a high rank in Google?
CONTENT + LINKS
Sallyās
Pie
gourmet
Reviews
pies are ace.
Sallyās Gourmet Pies
Hand-baked pie in these ļ¬avors: For tasty Pie
ā¢ Deluxe cherry pie pie, Sally LoversŹ¼
ā¢ Amazing apple pie hand-bakes Forum
ā¢ Perfect pumpkin pie the best.
Order your pie online
We know pie, NatŹ¼l
Why choose Sallyās hand-baked gourmet pies? ... and Sallyās pie Pie
is good. Assoc
Hand-baked Gourmet Pies
Order Sallyās world-famous cherry pie,
amazing apple pie or pumpkin pie online. Like cherry Pie
Hand-baked & delivered within 24 hours. pie? Try Sallyās Pans R
gourmet pies. Us
On-page SEO Off-page SEO
28. Google:
80% weight = links
20% weight = content
Customers 100% content
but if they never see your content....
Source: SEOmoz
30. On-Page SEO
CONTENT
ā¢ Page title & description
are like āfree adsā
Sallyās Gourmet Pies
ā¢ Must use the keywords
Hand-baked pie in these ļ¬avors:
ā¢ Deluxe cherry pie you are targeting
ā¢ Amazing apple pie
ā¢ Perfect pumpkin pie ā¢ Totally within HIās
Order your pie online control / remit
Why choose Sallyās hand-baked pies? ...
ā¢ Essential, not optional
in competitive markets
Hand-baked Gourmet Pies
Order Sallyās world-famous cherry pie, ā¢ Must entice, must
amazing apple pie or pumpkin pie online.
Hand-baked & delivered within 24 hours. deliver
42. Off-Page SEO
LINKS
ā¢ Of CRITICAL importance
Sallyās
ā¢ Links must be gourmet Pie
Reviews
RELEVANT pies are ace.
ā¢ Should use the keywords Sally hand- Pie
bakes the LoversŹ¼
you are targeting tastiest pies. Forum
ā¢ Links should be text
We know pie, NatŹ¼l
Pie
ā¢ Should point to the and Sallyās pie
Assoc
is good.
relevant page
Like cherry
ā¢ Partially within YOUR pie? Try Sallyās
Pie
Pans R
(NAs) control / remit cherry pies. Us
51. arguing
chatting networking
laughing commenting
ranting
helping each other raving
sharing connecting
joking meeting
BEING SOCIAL
52. 625 million
age 16-54
use it on a
daily basis
Source: Universal McCann
53. Social Media Study
ā¢ Universal McCann
ā¢ 4 āWavesā - 1 every 9 months since 2006
ā¢ Google: āUniversal McCann Wave 4ā
ā¢ Latest: Spring 2009
ā¢ Studied active internet users age 16-54
in 38 countries
58. HIās Social Media Plan
ā¢ MAIN GOAL = SEO, build more links
ā¢ Other beneļ¬ts:
ā£ Increased brand awareness
ā£ Increased trust from customers
ā£ Word-of-mouth marketing
ā£ Better customer experience
67. Top Ten Countries by Population - Year 2009
<
Over 350 million
active users
68. āFacebookās audience is bigger than
any TV network that has ever existed
on the face of the earthā
- Randall Rothenberg
Head of the Interactive
Advertising Bureau (IAB)
78. Travel Channelās
āKidnapā Results
ā¢ 3,110,299 monthly active users by Nov 2008
(6 months after launch)
ā¢ #1 branded app on Facebook, #1 travel app
ā¢ 55 million ākidnapsā
ā¢ 60,000 click-throughs per day
ā¢ 7 page views per person
87. What is Twitter?
ā¢ Micro-blogging
ā¢ 1-to-many instant updates
ā¢ Only 140 characters (like an SMS message)
ā¢ New kid on the block in social networking
88. Why Twitter?
ā¢ Digital convergence:
ā£ Can merge with Facebook Status Update
ā£ Can post to all major blog platforms
ā£ Widget-ised = feed into any website, social
network, blog or RSS
ā¢ FREE to ātweetā via SMS
ā¢ Brevity = quick, easy, no need to compose/format
(unlike blogs or email)
ā¢ Follow if you want: pull vs push
101. HIās Social Media Actions
ā¢ MONITOR key terms
ā£ Brand-related
ā£ Travel-related
ā¢ LISTEN to what people are saying
ā¢ Respond appropriately (including a link, of
course!)
ā¢ Incentivise ābrand ambassadorsā to talk
about us
102. Example Competitions
ā¢ Digg us or bookmark us in Delicious & win an
iPod
ā¢ Tweet about your favourite HI Hostel
ā¢ Blog about your trip
ā¢ Link to us in your Facebook status
ā¢ Tag & links your photos or videos of an HI
hostel
