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.

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

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