Great ideas for hospitality sector marketing, presented at Dublin City University, May 2011

1. Cloud Marketing for Tourism Gillian Muessig President & Co-founder, SEOmoz (day / month / year) Dublin, Ireland - May 24, 2011

4. What’s Changing

5. What to Write & How to Write It

6. Link Building

8. Organic vs. Paid SEO Paid Organic

9. SEO vs. PPC Spend ~10% of Clicks ~85% of Clicks

10. Search Ranking Factors 2009

11. Search Ranking Factors 2011

13. Social data is increasing

14. Page-level link metrics fell the most (43% - 22%)

15. Keyword-level domain metrics, brand data + social rising

18. Keyword Research

19. Link Building

20. Viral Marketing

21. Social Media Marketing

22. Mobile Media Marketing

23. Comment Marketing

24. Blog Marketing

25. Alternate Reality Games

26. Community Building

27. Customer Retention

28. Pay Per Click Advertising

29. Banner Advertising

30. Facebook Advertising

31. Twitter Advertising

32. Alt Platform Advertising

33. Print Media Advertising

34. Radio Advertising

35. TV Advertising

36. Product Placement

37. Samples

39. It’s Not Just Quantity Via www.opensiteexplorer.org

40. It’s About Quality

41. Domain Metrics

42. Is This Link Worthwhile?

43. How Much Link Juice Am I Getting?

44. Tell the Bot What’s Important

45. Writing Content for Tourism (day / month / year)

46. Keyword Research – What to Write

47. Topic Modeling – How To Write It LDA correlates w/ Google rankings better than any other on-page feature http://www.seomoz.org/blog/content-optimization-revisiting-topic-modeling-lda-our-labs-tool

48. Keyword Usage

49. Term Frequencyand Inverse Document Frequency

50. Co-Occurrence

51. Topic Modeling

56. Diversity

57. Authority

59. Skip the Competitive SERPs

60. Leverage the QDF Algorithm

61. QDF Is Getting Faster: Break News First

62. Local Search

63. QDD: Query Deserves Diversity

64. Brand Mentions Matter

65. Twitter: Authoritative Voices

66. Mobile SEO (day / month / year)

67. QR codes

68. Mobile Browsing is Here

69. Hyper-Local Marketing

70. Employ Mobile Sitemaps

71. Deprecate Beautifully

72. The Hyatt Can Do This; Can You? www.squareup.com

73. Test & Sponsor Mobile Apps

74. Alternate Search Engines (day / month / year)

76. Relevant responses are returned

78. LinkedIn

79. Twitter

80. Yelp, Urban Spoon

81. Hotels.com, Oyster.com

82. Hipmunk, Kayak, Bing Travel

83. Travelocity, Expedia

84. YouTube, Vimeo, Netflix

86. Tweets in Google’s Algo

87. Set Up Tracking

88. Learn: Re-Tweet Optimization www.slideshare.net/danzarrella/the-science-of-re-tweets

89. Community Building (day / month / year)

90. News/Media/PR SEO Email Research/White Papers Blogs + Blogging Infographics Comment Marketing Social Networks Online Video INBOUND MARKETING!(AKA “free” traffic sources) Forums Webinars Word of Mouth Social Bookmarking Podcasting Direct/Referring Links Type-In Traffic Q+A Sites http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing

91. It all starts withContent Marketing (day / month / year)

92. Update Your Blog Daily(or leverage someone who does) www.everywherist.com Target key communicators for your target audience

93. Graphics & Illustrations

94. Better (More Fun/Relevant) Area Guide DUBLIN

95. Weekly Video Series

96. Build it and they’ll come?Nope. Build it, then market it. (day / month / year)

97. Comments + Conversations

98. Social Networks

99. Social News & Bookmarking

100. Q&A Sites & Forums

101. Conferences & Events

102. Let’s get specific with someAdvanced Tactics (day / month / year)

103. Advanced Link Building

104. Advanced Link Building

105. Advanced Link Building

106. Advanced Link Building

107. Advanced Link Building

108. Advanced Link Building

109. Advanced Link Building

110. Advanced Link Building

111. Incentivize Sharing in Your Community The brilliant strategy by http://www.urbanspoon.com made them one of the biggest players in the local restaurant business and got them acquired by IAC

112. Design Like An Award Winner

113. Investigate Your Competitors’ Top Content

114. Adioso: See Who Rocks

115. Step #1: Discover Find inbound marketing paths that look promising and make a list.

116. Step #2:Test Invest a few days/hours building authentic value in that niche/sector.

117. Step #3: Measure Use your web analytics to track primary + second-order impact

118. Step #4: Repeat Throw out low ROI projects; repeat high ROI ones.

119. Thank You! IRLdaySEOmoz2011 60 day free trial Gillian Muessig President & Co-founder, SEOmoz, Inc www.seomoz.org