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Travel Search Marketing - Oxford Tourism Forum

Travel Search Marketing - Oxford Tourism Forum

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Published by Kevin Gibbons
November 2010 presentation at Cotswold Oxfordshire Travel Forum: http://www.oxfordshirecotswolds.org/site/industry/meetings-and-events
November 2010 presentation at Cotswold Oxfordshire Travel Forum: http://www.oxfordshirecotswolds.org/site/industry/meetings-and-events

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Published by: Kevin Gibbons on Nov 11, 2010
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05/12/2014

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Search  Engine  Marke7ng  for  Travel  

Kevin  Gibbons   Director  of  Search,  SEOp7mise   web:  seop7mise.com   twi<er:  @kevgibbo     Oxfordshire  Cotswold  Tourism   Forum  –  November  2010    

Who  are  SEOp7mise?  
•   Search  Engine  Marke7ng  &   Social  Media  agency   •   Founded  in  2006,  with  offices   located  in  Oxford   •   Highly  respected  industry   reputa7on     •   Travel  clients  include     Audley  Travel  &  Trafalgar  Tours  

Travel  Search  Engine  Marke7ng  Starter  Guide  

1   2   3   4   5  

The  online  travel  buying  cycle   Seasonality   Google  AdWords  –  pay-­‐per-­‐click  adver7sing   SEO  –    which  keywords  to  target?   Bonus  7p  –  be  crea7ve!  

How  long  is  the  travel  buying  cycle  &  which  visits  lead  to  a  sale?  
Example  Keywords:   •   “Holidays”  =  Inspira7on   •   “Australia  Holidays”    =  Research   •   “Sydney  Holidays”  =  Confirm  loca7on   •   “Sydney  Hotels”  =  Review  hotels   •   “Sydney  Specialist”  =  Compare  op7ons   •   “[Brand  Query]”  =  Purchase  

h<p://www.iabuk.net/en/1/travelonlineconsumer.html  

Seasonality  –  When  are  people  searching  for  your  keywords?  

Google  AdWords  –  Bid  for  top  performing  keywords    

SEO  -­‐  Sounds  simple  but…  op7mise  for  terms  people  are  searching  for  

Bonus  7p:  Be  crea7ve  –  target  popular  upcoming  industry  trends  

Thank  you!  

For  more  informa7on  please  visit:   h<p://www.seop7mise.com/blog     Or  let  me  know  if  you  have  any  ques7ons  -­‐   kevin@seop7mise.com  &  @kevgibbo      

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