Inbound Marketing and SEO for Travel and Tourism Public Relations (PR) - PRSA 2009

•

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Inbound marketing tips and tricks for public relations (PR) in the travel and tourism industry, including lots of information about search engine optimization (SEO) and publishing content like blogs and viral videos.

Turismo Tecnologia Negócios

Search Engine Optimization (SEO) 101
PRSA Travel and Tourism Annual Conference
May 6, 2009

Mike Volpe
VP Marketing @H bSpot
@HubSpot
Twitter: @mvolpe

Outbound Marketing is Broken
800-555-1234
Annoying
Salesperson
p

Inbound Marketing

Blog
g SEO Social Media

Threat and Opportunity

1950 - 2000 2000 - 2050

7

$Budget vs. Brains Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee$

Inbound Marketing
Process Tools
Get Found Get Found
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • Social Media
• SEO
Get Found • Analytics

Convert Convert
• Test • Offers / CTAs
Convert
C t
• Target • Landing Pages
• Nurture • Email
• Lead Intelligence
• Lead Mgmt
• Analytics

Search Engine Optimization

3,000 searches per second
• Publish more content
• Optimize your content
• Promote your content

Organic Search is Best
Free
Pay Per Click – 25% of Clicks
More traffic
Organic Results
Smarter people
75% of clicks
Longer l ti
L lasting

Source: Marketing Sherpa and Enquiro Research

Pick Your Keyword Battles

vs.
s

Flickr:
Flickr: Extra Medium Flickr:
Flickr: Simonstarr

12

Pick Your Keyword Battles

1. Search volume
2. Relevance to your business
3.
3 Competition

• “marketing”
• “internet marketing”
g
• “internet marketing software startup
founded 2006 in cambridge, mama”

13

On-Page SEO

• Page Title

• Clean URL

• Headers & Content

• Description

Attractive: Humans vs. Google

www.seo-browser.com

16

Off-Page SEO
• Recommendations from friends
1. I
1 “I know HubSpot”
HubSpot
2. “HubSpot is a marketing expert”
3.
3 You trust the person saying this

• Links are online recommendations
1. A link: www.HubSpot.com
2.
2 Anchor text: Internet Marketing
3. Link is from a trusted website

What to Publish?

• Blog
g
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
• Anything…
Anything

What is the role of PR in SEO?

Get more links for your
client by creating and
promoting content.

24

www.HubSpot.com www.WebsiteGrader.com
Page Title: “Website
Page Title: “Internet
Grader SEO Tool”
Marketing Software |
HubSpot
HubSpot”

Links in News Releases

1. Use keywords as anchor text
2. Also have full URL link
3.
3 Match keywords to SEO of target page
4. Link in first 100-200 words
5. Be wary of links to other websites
6.
6 Remember the other 99% of your
website besides your home page

Links from PR

Links from major media
j
and top blogs are 100
times better than news
release links.

28

Post News Release in Blog Format

• Post on your
website – use blog
• RSS F d
Feed
• Subscribe by Email
y
• Tags
•A t
Automatic Archive
ti A hi
• Publish RSS Titles
on Homepage, etc.

Wire Service Tips

1. Verify you can use anchor text links
(different li k t t i each release)
(diff t link text in hl )

2. Use lowest price / distribution (online
distribution does not change)

3. Multimedia / SMNR limits your
syndication,
syndication so use sparingly

SEO Measurement

Flickr:
Flickr: noblelgnnoble

Traffic, Leads and Customers
Visitors from SEO

Visitors Leads Customers
SEO 5,289 754 12
Blogging
gg g 834 72 3
Social Media 511 28 1

The Results

Blog
Subscribers

Site Visitors
&L d
Leads

Thank You!
PRSA Travel and Tourism Conference
May 6, 2009

www.HubSpot.com/free-trial
www.Grader.com
www Grader com (Press Release Grader)
Mike Volpe
HubSpot
H bSpot VP Marketing
Twitter: @mvolpe

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Inbound Marketing and SEO for Travel and Tourism Public Relations (PR) - PRSA 2009

1. Search Engine Optimization (SEO) 101 PRSA Travel and Tourism Annual Conference May 6, 2009 Mike Volpe VP Marketing @H bSpot @HubSpot Twitter: @mvolpe

2. Outbound Marketing

3. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson p

4. The Bad News… 4

5. The Good News… 5

6. Inbound Marketing Blog g SEO Social Media

7. Threat and Opportunity 1950 - 2000 2000 - 2050 7

8. Budget vs. Brains Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee

9. Inbound Marketing Process Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO Get Found • Analytics Convert Convert • Test • Offers / CTAs Convert C t • Target • Landing Pages • Nurture • Email • Lead Intelligence • Lead Mgmt • Analytics

10. Search Engine Optimization 3,000 searches per second • Publish more content • Optimize your content • Promote your content

11. Organic Search is Best Free Pay Per Click – 25% of Clicks More traffic Organic Results Smarter people 75% of clicks Longer l ti L lasting Source: Marketing Sherpa and Enquiro Research

12. Pick Your Keyword Battles vs. s Flickr: Flickr: Extra Medium Flickr: Flickr: Simonstarr 12

13. Pick Your Keyword Battles 1. Search volume 2. Relevance to your business 3. 3 Competition • “marketing” • “internet marketing” g • “internet marketing software startup founded 2006 in cambridge, mama” 13

14. SEO On-Page OP Off-Page Off P

15. On-Page SEO • Page Title • Clean URL • Headers & Content • Description

16. Attractive: Humans vs. Google www.seo-browser.com 16

17. SEO Competition for Your Brand 17

18. Off-Page SEO • Recommendations from friends 1. I 1 “I know HubSpot” HubSpot 2. “HubSpot is a marketing expert” 3. 3 You trust the person saying this • Links are online recommendations 1. A link: www.HubSpot.com 2. 2 Anchor text: Internet Marketing 3. Link is from a trusted website

19. Comparative SEO Data 19

20. How Many Tickets Do You Have?

21. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases • Anything… Anything

22. Where to Publish?

23. Promote Your Content to Get Links

24. What is the role of PR in SEO? Get more links for your client by creating and promoting content. 24

25.

26. www.HubSpot.com www.WebsiteGrader.com Page Title: “Website Page Title: “Internet Grader SEO Tool” Marketing Software | HubSpot HubSpot”

27. Links in News Releases 1. Use keywords as anchor text 2. Also have full URL link 3. 3 Match keywords to SEO of target page 4. Link in first 100-200 words 5. Be wary of links to other websites 6. 6 Remember the other 99% of your website besides your home page

28. Links from PR Links from major media j and top blogs are 100 times better than news release links. 28

29. Post News Release in Blog Format • Post on your website – use blog • RSS F d Feed • Subscribe by Email y • Tags •A t Automatic Archive ti A hi • Publish RSS Titles on Homepage, etc.

30. Wire Service Tips 1. Verify you can use anchor text links (different li k t t i each release) (diff t link text in hl ) 2. Use lowest price / distribution (online distribution does not change) 3. Multimedia / SMNR limits your syndication, syndication so use sparingly

31. http://PressRelease.Grader.com

32. SEO Measurement Flickr: Flickr: noblelgnnoble

33. Website Grader

34. SEO Rankings

35. Traffic, Leads and Customers Visitors from SEO Visitors Leads Customers SEO 5,289 754 12 Blogging gg g 834 72 3 Social Media 511 28 1

36. Case Study: Reynolds Golf Academy •

37. The Results Blog Subscribers Site Visitors &L d Leads

38. Thank You! PRSA Travel and Tourism Conference May 6, 2009 www.HubSpot.com/free-trial www.Grader.com www Grader com (Press Release Grader) Mike Volpe HubSpot H bSpot VP Marketing Twitter: @mvolpe

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Inbound Marketing and SEO for Travel and Tourism Public Relations (PR) - PRSA 2009

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