Keynote presentation by Robert Cole of RockCheetah for SkiTops University 2012. Presented july 31, 2012 at Grand Sierra Resort & Casino, Reno, Nevada. SkiTops is the Ski Tour Operators Association.
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SkiTops Search, Social, Local, Mobile | How to Get Found
1. Search, Social, Local & Mobile
How to Get Found
SkiTops University
Grand Sierra Resort â Reno, Nevada
July 31, 2012
Image Credit: Tina Cole (All Rights Reserved)
2. How to Get Found
⢠Start with These â They Help⌠A LotâŚ
â Great Product
â Compelling Price
â Loyal Customers
⢠At One Time, That was Enough⌠Now Need:
â Search
â Social
â Local
â Mobile
⢠Marketing Finally Gets Personal
â Individuals Do Not See Same Search or Social Results
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 1
Image Credit: randihauskenr (cc|flickr)
3. Travel Search Statistics (US Market)
⢠Internet an Integral Tool in Travel Process
â 87% Used Internet for Travel Planning
â 62% Researched Upcoming Trip
â 45% Used for Trip Ideas
â 43% Read Travel Reviews
â 31% Watched Travel Videos
â 24% Read Travel-related Blogs
⢠Average US Traveler
â Searches 22 Websites Over 10 Sessions
Search Impacts Every Aspect of the Travel Process
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 2
Statistics: Google/IPSOS OTX 2011 |Image Credit: dafuriousd (cc|flickr)
4. SEO - First One to the Top Wins
⢠Top Positions Receive Clicks & Traffic
⢠Google CTR Share by Position (1st Page = 52.3%)
1. 18.20%
2. 10.05%
3. 7.22%
⢠Bing CTR Share by Position (1st Page = 26.5%)
1. 9.66%
2. 5.15%
3. 2.74%
Same Concept Applies to OTA Search & Reviews
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 3
Statistics: Slingshot SEO 2011 Study |Image Credit: serrechevalier (cc|flickr)
5. Interesting Content is Critical
⢠Great Terrain Suited to Market
⢠Well Groomed
⢠Fresh
⢠Give Every Page a Specific Topic (Keyword)
⢠300+ Words of Keyword Relevant Text
⢠Engaging, Informative & Well Written
⢠Keep Site Fresh: Use Blog or News Updates
⢠Lots of Interlinked Pages â Lots of Related Topics
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 4
Image Credit: t i g (cc|flickr)
6. Traditional SEO Methods
⢠Page Content Must be Meaningful to Users
â Algorithms are Computer Based Rules
â SEO Makes Pages Relevant to Machines (Search Bots)
â PageRank â Googleâs Method of Prioritizing Best Pages
⢠Relevance Signals
â Use of Keywords/Phrases Popular for Search
â Consistent Structure - Heading, Title, URL & Meta-Tags
⢠Authority Signals
â Site Traffic
â Inbound Links from Authoritative Sites
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 5
Image Credit: yvynyl (cc|flickr)
7. SEO - On Page Optimization
⢠Titles
â Business Name, Keywords, Phone Number
⢠Meta Tags
â Description is Displayed as Snippet in Search Results
⢠Header Tags
â Header 1 = Business/Site Name | Header 2 = Page Title
â Plus Bold / Italic / Quote Text Styles
⢠Body Text
â Keywords, Related Synonyms & Long Tail Keywords
â Density â Use Keyword Approximately 1x per 50 Words of Text
⢠Excerpt
â For Blogs, Use Manually Drafted Excerpt to Summarize Article
⢠Links
â Relevant Anchor Text with Keyword to Related Page
â Use Permalinks - Page Title Included in URL
⢠Images
â Keywords in File Name, Caption, Title & Alt Tags
â Use Smush.It to Reduce Image Size & Keep Quality
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 6
Image Credit: juan carlos labarca (cc|flickr)
Image Credit: XXXXXXXXXXXX (flickr)
8. New SEO Methods
⢠Shift from Web of Pages to Web of Data
â Semantic Markup & Micro-formats Define Context
⢠Relevance Signals
â Schema.org â Bing, Google, Yahoo & Yandex
⢠Structured Format to Understand Meaning of Content
â Defines Relationships Between Pieces of Data
â Sentiment/Patterns of Friends & âSimilarâ People
⢠Authority Signals
â Original Author Identification
â Authority of that Author in âYour Worldâ
â Canonical Link Defines Site as Original Publisher
â Rel=Author Link to Google+ Profile & Author Page
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 7
Image Credit: juan carlos labarca (cc|flickr)
9. Black Hat SEO â Donât Go There
⢠Paid Links
â Buying Inbound Links from High PageRank Sites
⢠Blog Spam
â Blog Comments Creating Inbound Links
⢠Cloaking
â Search Bots & Humans See Different Information
⢠Keyword-focused Secondary/Tertiary Sites
â Located on Separate C-blocks
⢠Hacking Competitor Sites (Crap Hat)
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 8
Image Credit: IanL (cc|flickr)
10. Never Underestimate
So, You Think Youâre
Your Competition
Pretty Clever?âŚ
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 9
Image Credit: BMW Blog
11. A Cynicâs Perspective of Social MEdia
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 10
Image Credit: Tim in Sydney (cc|flickr)
12. Social Media Explained with Donuts
⢠Twitter ⢠Facebook
â Iâm eating a donut â I like donuts
⢠YouTube ⢠Foursquare
â Watch me eat a donut â Where I eat donuts
⢠Instagram ⢠Pinterest
â A vintage donut photo â Hereâs a donut recipe
⢠Blog ⢠LinkedIn
â My insights on donuts â Experienced donut eater
⢠Google+
â Iâm a Google employee who eats donuts
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 11
Hat Tip: Geeks.com Image Credit: vnysia (cc|flickr)
13. Social Travel Statistics
⢠76% Post Vacation Photos to Social Networks
⢠70% Update Facebook Status on Vacation
⢠55% Like Vacation-related Facebook Pages
⢠46% Post Hotel Reviews
⢠40% Post Activity Reviews
⢠40% Post Restaurant Reviews
⢠16% Post Travel Reviews
⢠11% Comment on Travel Reviews
⢠11% Upload Travel-related Video
⢠9% Comment on Travel-related Videos
⢠7% Participate in a Travel Blog
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 12
Statistics: Four Pillars Hotels Infographic 2012 |Image Credit: Zach Dischner (cc|flickr)
14. Fairy Tale Relationship with Your Clients?
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 13
Image: Defence Images (cc|Flickr)
15. Customer Engagement is a Relationship
⢠Not Just Broadcasting
â Active Listening
â Relevant Communication
â Mutual Understanding
⢠Participate Where Clients Are
â Be Respectful & Contribute
Avoid Shiny Object Syndrome
âIf you focus on the tools, then you are one.â
- @jacobm, Chess Media Group
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 14
Image: joshfassbind.com (Flickr)
16. Social Media Optimization
⢠Know Your Audience
⢠Participate & Create Content
⢠Encourage Reuse of Your Content
⢠Make Sharing Easy with Social Icons
⢠Distribute Your Content
â RSS Feed, Email Newsletter, Status Updates
⢠Be an Unselfish Resource to Others
⢠Be Humble | Be Real
⢠Engage with Helpful Users
⢠Try New Things | Experiment
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 15
Image Credit: Andre Charland (cc|flickr)
17. Old School Social Media
⢠Engagement
â Number of Followers
⢠Quality Beats Quantity
⢠Sentiment
â Number of Likes
⢠Baited by Incentives or a True Preference?
⢠Metrics
â Klout Score
⢠Rewards High Volume of Posts and Interaction
⢠Return on Investment
â Itâs Not Really About That⌠Really???
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 16
Image Credit: planetlight (cc|flickr)
18. Social Media Performance Measures
⢠Set Goals & Define Metrics - Why Are You Doing This?
â Hint: Track Outcomes, NOT Activities
⢠Conversion Rate
â Subscriptions/Purchases per Visit
⢠Conversation Rate
â Comments/Replies per Post
⢠Amplification Rate
â Shares/Re-tweets per Post
⢠Applause Rate
â Likes/Favorites per Post
⢠Economic Value of Engagement
â Sum of Short & Long Term Revenue + Cost Savings
â Calculate per Visit Goal Value by Social Channel
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 17
Hat tip: Avinash Kaushik | Image Credit: planetlight ( (cc|flickr)
19. Online Reputation Is VERY Important
⢠Travel Reviews Impacting Traveler Decisions
â 52% Changed Original Travel Plans
â 10% Changed Travel Agent / Operator / Website
â 33% Changed Hotel â 7% to Different Country
â 10% Switched Resorts â 5% Switched Airlines
â40% of luxury travelers will not book a hotel room if
there are no online customer reviews.â
- @FourSeasons
Help Fans & Advocates Support Your Efforts
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 18
Statistics: Funsherpa Infographic 2012 |Image Credit: couloir (cc|flickr)
20. Local (Location Based Services)
⢠Directories
â Update Listings in All Local Directories
⢠Yelp, Citysearch, MapQuest, Yahoo, Superpages, Yellowbook
â Yext is Simple Tool
⢠Apps
â Foursquare
â Facebook Check-Ins
â Google+ Local
⢠Location Signals
â Explicit (Check-In)
â Implicit (Instagram Photo)
â Passive (Highlight App â People Around you)
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 19
Image Credit: WorldIslandInfo.com (cc|flickr)
21. Innovative Location Examples
⢠Bar Snipers
â Follow Followers of Competitors
⢠Many Follow Back / Birds Eye to Geo-target
â Foursquare - Merchant Tools
⢠Target Previous Check-ins or Those Liking Venue
⢠Conference Kidnappers
â Check Group Website/Facebook Pages for Dates
â Offer Special Rates After Cut-off, etc.
â Target People Liking Event Sponsors on Facebook
⢠Text Message Flash Mobbers
â Attract a Motivated Crowd in Minutes
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 20
Image Credit: henribergius (cc|flickr)
22. Mobile â Devices Not Created Equal
⢠Consumers Expect a Consistent Experience
â Desktop | Tablet | Smartphone
⢠Devices Used for Different Purposes
â What Reason for Traveler to Download/Use App?
⢠Native Apps versus Mobile Web Pages
â HTML5 Permits Web Access to GPS, Camera, etc.
â Responsive Website Design Auto-Reformats Page
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 21
Image Credit: blakespot (cc|flickr)
23. Mobile Statistics
⢠86% Mobile Internet Users Online Watching TV
⢠85% Use Smartphone on Leisure Trips
⢠82% Mobile Users Booked Hotel Within 1 Day of Arrival
⢠70% Mobile Users Book Single Hotel Room Same Night
⢠66% Unlikely Return to Mobile Site After Problem
⢠58% Mobile Users Located Within 20 Miles of Hotel
⢠30% Use Mobile Apps to Find Hotel Deals
⢠29% Use Mobile Apps to Find Flight Deals
⢠20% of Mobile Visits Result in Click to Call
⢠20% of Hotel Queries Originate From Mobile Devices
⢠15% Mobile Users Downloaded Vacation Mobile Apps
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 22
IStatistics: Google/IPSOS OTX 2011 |mage Credit: tomkellyphoto (cc|flickr)
24. How Will Apple iTravel Impact Travel?
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 23
Hat Tip: Patently Apple | Image Credit: Trondheim Byarkiv (cc|flickr)
25. Top 10 Mobile Best Practices
1. Keep it Quick â Site Loads Fast
2. Simplify Navigation â Vertical Scrolling
3. Thumb-friendly â Use Large, Centered Buttons
4. Design for Visibility â Readable Font/Contrast
5. Accessible â HTML5/Not Flash for Animation
6. Easy to Convert â Without a Mouse
7. Make it Local â Include Address/Phone Number
8. Seamless Experience â Align with Desktop
9. Use Mobile Redirects â Auto Load Mobile Site
10.Listen, Learn & Iterate â Test & Monitor Metrics
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 24
Image Credit: Telstar Logistics (cc|flickr)
26. Mobile Performance Measures
⢠Mobile Web ⢠Mobile App
â Active Daily users â Download App
â Time Spent on Site â App Favorite / Like
â Page Views â App Rating
â Click-stream â App Comment
â Clicks to Call â Active Daily users
â SMS/Text Subscription â Time Spent Using App
â Map/Directions Use â Function / Module Use
â Check-In â mCommerce Revenue
â Purchases â Profitability
â mCommerce Revenue
â Profitability
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 25
Image Credit: geoftheref (cc|flickr)
27. Loyalty is Based on Values, Not Points
⢠Example: jetBlue
â Integrity
â Passion
â Safety
â Caring
â Fun
Value Drives Transactions â Values Drive Loyalty
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 26
Image Credit: maistora (cc|flickr)
28. Trust is Earned, Not Bought
If You Disappoint Your Customers, They WILL Get EvenâŚ
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 27
Image Credit: juhansonin (cc|flickr)
29. Summary â How to Get Found
⢠Set Clear Objectives
â Ask Why You Are Doing This? Measure Outcomes
⢠Search
â Interesting Page Content + SEO Friendly Structure
⢠Social
â Participate Where Customers Are | Help, Donât Sell
⢠Local
â Update All Directories | Experiment with Targeting
⢠Mobile
â Consider How Customers Interact | What Device Used
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 28
Image Credit: John & Mel Kots (cc|flickr)
30. Thank You
Questions?
Copies of the Presentation?
Comments?
Robert Cole
skype: robertkcole
twitter: @robertkcole
phone: +1.262.309.9560
web: rockcheetah.com/blog
email: robert@rockcheetah.com
SkiTops University â Reno, Nevada Search, Social, Local & Mobile â How to Get Found Robert Cole â RockCheetah | 29