Talking online
occupancy marketing | Talking online
Chris McGuireAccount Director
Occupancy Marketing115 Hanover Street, Edinburgh
[email protected] 718 4510
occupancy marketing | Talking online
Search Engine Optimisation (SEO)
Paid SearchMarketing (PPC) Local Search
International SEOProgrammes
Link BuildingProgrammes
Online PR Distribution
Social MediaMarketing
Analysis & Reporting
We are an internet marketing consultancy, specialising in:
occupancy marketing | Talking online
Working with 60+ clients across the following sectors:
HospitalityTourism
eCommerce
Finance / B2B
occupancy marketing | Talking online
1.What do mean by talking online?2. Search Engine Optimisation3. Online Press Releases4. Social Media
occupancy marketing | Talking online
What do we mean by talking online?
• Your Website• Distributing News Online• Social Media
occupancy marketing | Talking online
Your Website
Needs to speak to 2 audiences:
1.Human visitors2.Search engines
Search Engine Optimisation
occupancy marketing | Talking online
How search engines work
Search engines identify keywords on page & in links to a page and use to determine the page’s subject.
Therefore, making sure search engines pick up on the most relevant keywords is important. Image source: SEOMoz.org
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Identifying the right keywords
Your site should include terminology people use when searching.
Identify keywords using a keyword research tool. Google Keyword Tool - https://adwords.google.co.uk/select/KeywordToolExternal
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Search Engine Optimisation
Use keywords in main elements of a page:
1. Browser title2. URL3. Meta tags4. On-page copy5. Links
occupancy marketing | Talking online
Browser Title
Ensure main keywords for the page are in the browser title
Bad examples:“Home” “Welcome”“About Us”
Good example:“Festival Theatre in Edinburgh | Home”“About the Festival Theatre Edinburgh”
Titles should be unique for each page.
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URL / Web address
Easy to read URLs are better for search engines & users
Bad example:www.example.com/index.aspx?page_id=1234&cat=456
Good example:www.example.com/events/ballet
Try to ensure that each page is only accessible on one URL
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Meta tags
Meta tags are less important for search engines, but meta descriptions can appear in search results.
Meta descriptions should be kept short, to the point, relevant to the page & include a call to action.
Meta keywords are even less important, although we would always still include as best practice.
Meta description
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On page headings & copy
On page copy should also use keywords.
The main heading on the page should be related to the page, not to the website.
Use keywords with some regularity throughout the page, but don’t get carried away!
Ensure content is still read-able.
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Links
Search engines use links to a page to identify its subject.
Therefore, use keywords relevant to that page.
Bad example:The sound of music, Edinburgh PlayhouseShow runs from 1st January – 23rd March.More info
Good example:The sound of music, Edinburgh Playhouse »Everyone’s favourite musical! Runs from 1st January – 23rd March.
Distributing News Online
occupancy marketing | Talking online
Distributing News Online
1. Take an existing press release2. Optimise to be used online3. Distribute via tools such as
a. PRWeb (www.prweb.com) b. NewsVine (www.newsvine.com) c. PRLog (www.prlog.com)d. etc
occupancy marketing | Talking online
Why use Online Press releases?
1. Build relevant links2. Release news through portal sites3. Appear in Google News results4. Get news before journalists / bloggers in
relevant sectors
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Online Press releases techniques
Techniques for writing online press releases are much the same as that for your website content:
1. Remember keywords2. Include these in the title, copy & links to your site3. Include engaging imagery and/or video with your PR
Social Media
occupancy marketing | Talking online
Source: The Economist, ‘A World of Connections’, Jan 30th 2010
Why use social media?
occupancy marketing | Talking online
Source: Hitwise, ‘Facebook reaches top ranking in US’, Mar 15th 2010
Why use social media?
occupancy marketing | Talking online
Choosing your network
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The obvious biggies
occupancy marketing | Talking online
The obvious biggieshttp://www.facebook.com/tategallery#!/tategallery?v=wall
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The obvious biggieshttp://www.youtube.com/user/metmuseum
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“Artistic” networks
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Create your own!
Eng
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Finding your voice
InformalFriendly
Polite Short & SweetLinks for Further Info
RegularNot too regular!
Engaging
Be Interactive
Avoid The Hard SellImages
Learn as you go
There are no rules
Videos
Incentives
QuirkyFun
Interactive contentPolls
QuizzesLists!
Building an audience
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Building an audience
Include links to your social media channels on your website…
Via your website:
occupancy marketing | Talking online
Building an audience
… or integrate live feeds
Via your website:
occupancy marketing | Talking online
Building an audience
Make it easy for visitors to share content.
Via your website:
occupancy marketing | Talking online
Building an audience
• Encourage sign up at key points (e.g. Once they’ve just bought a ticket, filled in a contact form,
etc.)
• Incentivise people to join (e.g. Competitions, exclusive offers, etc.)
Via your website:
occupancy marketing | Talking online
Building an audience
• Email newsletters• Confirmation emails • Mailshots• Flyers• Posters• Ticket stubs• Programmes• etc.
Other collateral:
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Building an audience
• Search & follow related users • Join & interact with related groups• Facebook advertising
On social networks:
Some handy tools
occupancy marketing | Talking online
Some handy tools
occupancy marketing | Talking online
Some handy tools
occupancy marketing | Talking online
Some handy tools
occupancy marketing | Talking online
Some handy tools
occupancy marketing | Talking online
Some handy tools
Summary
occupancy marketing | Talking online
Summary
Your Website & Search Engine Optimisation1. Ensure your website copy is search engine friendly2. Research the keywords that people search for in relation to your site
Distributing News Online3. Use techniques such as online press releases to build links to your site4. Online PR can also help get your news before a new audience
Social Media5. Social media is an increasingly important area of the internet6. Research and engage with the right online communities7. Promote your online activity across other marketing & collateral8. There are a wealth of handy tools out there to help manage activity across
various social channels