Search & Social Synergy

In the Travel Industry

Driving performance and higher direct

bookings by leveraging Search Social

and SEO together

Search, Social and SEO

5 Reasons

why Search & Social Synergy

is Crucial

Traditional SERPs Universal SERPs

1. Real Estate on Page

Engine updates and Social Integration have changed User Behavior

People will look across the page and will not only Click on the top listings

Much more real-estate to take advantage off on the SERPs. Importance of Blended Media Mix

2. Top Channels

Social Networking,

22%

Searches, 21%

Reading Content, 20%

Emails/Communications, 19%

Multi-Media Sites, 13%

Online Shopping, 5%

How People Spend Their Time Online

Social Networking,

22%

Searches, 21%

Reading Content, 20%

Emails/Communications, 19%

Multi-Media Sites, 13%

Online Shopping,

5%

How People Spend Their Time Online

65%

65%

54%

47%

45%

Sources Internet Worldwide Trust for News and Information

% of respondents

Online Search engines

Traditional media

Social media

Hybrid media

Owned media

65%

65%

54%

47%

45%

Sources Internet Worldwide Trust for News and Information

% of respondents

Online Search engines

Traditional media

Social media

Hybrid media

Owned media

Search & Social Work Better Together “Consumers exposed to a brand’s influenced social media and

paid search programs are 2.8 times more likely to search for that brand’s products compared to users who saw only paid search.”

The study also showed a 50 percent click-through-rate (CTR) increase in paid search when consumers were exposed to influenced social media and paid search.

3. Synergy

June 2, 2011 - Schema.org June 28, 2011 - Google+ launched October 18, 2011 - Query encryption November 3, 2011 - Freshness January 20, 2012 - Search Plus Your World February 24, 2011 - Panda Update/Farmer April 11, 2011 - Panda Update 2 May 10, 2011 - Panda Update 3 (2.1) June 16, 2011 - Panda Update 4 (2.2) July 23, 2011 - Panda Update 5 (2.3) August 12, 2011 - Panda Update 6 (2.4) September 28, 2011 - Panda Update 7 (2.5) October 19, 2011 - Panda Update 8 (3.0) November 18, 2011 - Panda Update 9 (3.1) January 18, 2012 - Panda Update 10 (3.2) February 27, 2012 - Panda Update 11 (3.3) March 23, 2012 - Panda Update 12 (3.4) April 19, 2012 -Panda Update 13 (3.5) April 24, 2012 -Penguin April 27, 2012 - Panda Update 14 (3.6) May 25, 2012 - Penguin 1.1 June 9, 2012 - Panda Update 15 (3.7) June 25, 2012 - Panda Update 16 (3.8) July 24, 2012 - Panda Update 17 (3.9) August 20, 2012 - Panda Update 18 (3.9.1) September 18, 2012 - Panda Update 19 (3.92) September 27, 2012 - Panda Update 20 October 5, 2012 Penguin #3 November 5, 2012 - Panda Update 21 November 21, 2012 - Panda Update 22 December 21, 2012 - Panda Update 23 January 22, 2013 - Panda Update 24 March 15, 2013 - Panda Update 25 May 22, 2013 - Penguin 2.0 July 18, 2013 - Panda Update 26 September 2013 - Hummingbird Oct 4, 2013 - Penguin 2.1

January 29, 1998 Page Rank Algorithm (Stanford University) September 2002 - First ‘officially’ documented update February 2003 - Boston update April 2003 - Cassandra Update May 2003 - Dominic update June 2003 - Esmeralda update July 2003 - Fritz update Google Dance Ends September 2003 - Supplemental index November 2003 - Florida update January 2004 - Austin update February 2004 - Brandy update January 2005 - The Nofollow February 2005 - Allegra update May 2005 - Bourbon update June 2005 - Personalized Search started August 2005 - Google files patent for Agent Rank September 2005 - Gilligan update October 2005 - Google Local/Maps update December 2005 - Big Daddy update November 2006 - Supplemental update May 2007 - Universal Search Update April 2008 - Dewey update February 2009 - Vince update August 2008 - Google Suggest update February 2009 - Rel-Canonical update August 2009 - Caffeine preview December 2009 - Realtime update May 2010 - Mayday Update June 2010 - Caffeine rollout August 2010 - Brand update September 2010 - Google Instant update November 2010 - Instant Previews December 2010 - Social Signals December 2010 - Negative reviews January 2011 - Attribution update March 30, 2011 - +1 button

Updates have cross channel effect 4. Updates

Paid

+ SEO Earned

+ +

5. Multiplier Effect

x2 x1 x3

Research points to a clear statistical advantage in securing the click from a searcher if the website holds more real estate on a search engine results page (SERP).

Contributes in increasing the paid search CTR but also reduces the click costs further by ensuring that organic search is doing its part in facilitating a blended Cost Per Click (CPC) from the medium which might not have been possible with Paid Search & Social alone.

5 Steps

on How to Combine Search and Social

ENSURE

TRACKING IS IN

PLACE TO

CAPTURE ALL

IMPORTANT

DATA ACROSS

CHANNELS

CAPTURE

DEFINE

PROCESSES TO

ANALYSE AND

CAPITALIZE ON

THE CAPTURED

DATA

CAPITALIZE

DETERMINE USER

INTENTIONS AND

LOCATIONS AND

REFINE

TARGETING

STRATEGY

CREATE SMART

CONTENT AND

IMPROVE

CUSTOMER

EXPERIENCE

CRAFT

HARMONY OF

CONTENT ACROSS

MEDIA

CIRCULATE

TARGET

1

2

3

4

5

5. Multiplier Effect

The Process

OPTIMIZING TO

REVENUE NOT

SALES

URGENCY AD

COPY

BIDDING ON

LONG TAIL

KEYWORDS

HIGH

PERCENTAGE

OF KEYWORD

RICH INBOUND

LINKS

POOR LINK

DIVERSITY,

DIRECTORIES,

BLOG ROLLS,

COMMENTS AND

FOOTERS

LINKS FROM

ARTICLES

ABOUT

UNRELATED

TOPICS

1. Capture

Collect all relevant Data from all Sources to develop a clear picture of what works and what doesn’t

SEO Paid

Social

SQUARE

IMAGES

SHARES

ANALYTICS

2. Capitalize

Use Search to Improve Social

Search queries

Brand term traffic

Mobile search data

SEM ad copy

Search metrics/KPIs

Retargeting

Use Social to Improve Search

Likes & interests

Social activity

Social analytics

Testing audience response

Looking for

Inspiration

or Ideas

58%

Planning

Early Booking

58%

Seasonal Price

Comparison

46%

Early Booking

17%

Cancel Booking

and Re Book

70%

Payment

Completion for

Pre Booking

39%

Last Minute

Booking (Including

Business Booking)

AWARENESS

CONSIDERATION

ENGAGEMENT

PROCUREMENT

Browsing for ideas Considering Options Comparing Deals

47%

BRAND

3. Target Intention

Of Consumers Use the Internet to Find Local Businesses

80%

Of Budgets Are Spent Within 50 Miles of Home

85%

* Stats by comScore, ons.gov.uk shopping basket, DMA, Google, NPD Group, Our Mobile Planet, Google/Ipsos OTX MediaCT, May 2012 BrightLocal’s Local Consumer Review Survey

Of Smart Phone Search for Local Results

94%

50% Of Local Searches Result in Purchases

IP

GPS 3. Target Location

What you can do to localize results Identify Location of Users for specific search terms

Create Location Based Pages with Customized Content Optimize at the URL Level

Ensure Schema Mark Up is set up

3. Target Location

Flights from London to NY Flights from London to NYC – Now

starting at £300 www. richmond.virgin-atlantic.com/London‎

74% of

consumers respond positively to companies who understand them

89% Say they

switched to a competitor due to poor Customer Experience

The Cost of NOT providing ‘Positive, consistent, relevant’

Content = 20% of

Revenue

86% Say

they would pay a premium for a great Customer Experience

4. Craft

Importance of Good Content

Actionable Informative

Researched

And

Authoritative

Sharable

Fresh

Google Search External PR Knowledge Engines

Search Social Channels

YouTube Image Engines

Branded Search Owned Websites

Initial Search, Non Branded Search

Posting questions, looking at answers

Viewing time and interaction

Branded Search

AWARENESS

CONSIDERATION

ENGAGEMENT

CONVERSION

5. Circulate

Harmony of Content Across Media

Consider all public digital assets as a single UNIT rather than individual entities

The ‘CONVERSATION’ around your Brand needs to be carefully woven into Social media, market websites and external PR

Digital assets should then link to

correlating pages to create a UNIFIED Brand Image

Thank You

Questions?