VETBusiness Partnerships on Workbased learning and Apprenticeships VET
VET-Business Partnerships on Work-based learning and Apprenticeships VET 2 Business Curriculum: Digital Competences Module name: Digital Marketing in the Hospitality & Catering Sector Module code: VET 2 B-DC 1 Unit name: SEO as a tool of Digital Marketing Unit code: DC 1. 2 d Author: AKMI S. A Project Number: 585211 -EPP-1 -2017 -1 -EL-EPPKA 3 -VET-APPREN
Aims and Objectives • The aim of this presentation is to introduce learners to what SEO is through some examples (case studies) of effective implementation in the different sectors but also in Hospitality & Catering Sector. • The objectives of this presentation is to strengthen the learning process of learners on what SEO is and how it works, specifically the case of keywords and the overall implementation of SEO. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Learning outcomes • At the end of this presentation (or section), you will be able to: – Define what SEO is – Understand how SEO works – Implement effectively keywords in SEO The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Table of contents • Case study: Keywords in SEO – The case of Lincoln Log Conoly • Case study: SEO an overall approach – The case of Holiday Inn Chicago Mart Plaza The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Keywords in SEO The case of Lincoln Log Conoly • Lincoln Log Colony is a long established Lake George resort catering to families and visitors to the Upstate NY region since 1948 • Their website had not had the benefit of prior optimization gfg services, and was being found online for very few of the keywords that are particular to their industry, location, and unique appeal The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Keywords in SEO The case of Lincoln Log Conoly • Results of Search Engine Optimization Plan 1. Search Engine Placements: Increased the number of top-10 positions from 6 to 25. The site currently shows more than 70 top-30 ranking results, up from just 29 when work began gfg in February! 2. Realized a first-time presence online for many important industry keywords, such as ‘housekeeping cottages lake george’, and ‘lake george cabin rentals ’ 3. Visits to the site increased 76% in one month, from 6, 157 in February, to 10, 855 in March! The number of unique visitors to the site also increased nearly 40%. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Keywords in SEO The case of Lincoln Log Conoly • The importance of Keywords 1. Appeared at #12 for ‘lake george cabins’, both for the first time 2. #8 for ‘lake george cabins and cottages’ gfg 3. #1 in Live for ‘lake george resorts for kids’, and #2 for ‘lake george cabins for rent The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Keywords in SEO The case of Lincoln Log Conoly • The importance of Keywords 1. Appeared at #12 for ‘lake george cabins’, both for the first time 2. #8 for ‘lake george cabins and cottages’ gfg 3. #1 in Live for ‘lake george resorts for kids’, and #2 for ‘lake george cabins for rent The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
SEO an overall approach The case of Holiday Inn Chicago Mart Plaza • Holiday Inn Chicago Mart Plaza in River North is a full-service property offering 521 newly redesigned, upscale guestrooms and suites highlighting premium views of the Chicago skyline • The property was in need gfgof a website that, not only showcased the hotel’s upscale accommodations, but also performed well on search engines in order to drive more online traffic and revenue for the property. The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
SEO an overall approach The case of Holiday Inn Chicago Mart Plaza • A new website designed to update the online performance of the hotel by designing and developing a technology driven, content optimized hotel website following the latest search engine optimization and social guidelines gfg • The main points were: 1. Visual and responsive hotel website design to provide a user friendly experience for visitors from all devices (desktop, tablet, mobile), 2. In-depth keyword research and well-defined web strategy 3. Write content and metadata with hotel search engine optimization guidelines in mind The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
SEO an overall approach The case of Holiday Inn Chicago Mart Plaza 4. Integration of social media sharing and navigation features to expand marketing reach and increase social audience and engagement 5. Partnered the website with a comprehensive SEO and local gfg promotion strategy and paid search marketing initiatives • Results ü $300 K in additional revenue within 3 months ü 70% increase in website traffic YOY ü 314% increase in mobile traffic YOY ü 40 X average monthly ROI since site live The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Synopsis • This presentation was about 2 case studies of successful SEO implementation in the Hospitality & Catering sector. Both are great example of how this tool could enhance the effectiveness and to generate new income in the Tourism Industry The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Synopsis • Now that you finished watching it, you should be able to: – Define what SEO is – Understand how SEO works – Implement effectively keywords in SEO The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
List of references • Mannixmarketing. com. Lincoln Long Conoly. Search Engine Optimization Boost for Lake George Resort. Internet. https: //www. mannixmarketing. com/case-studies/hotel-seocase-study/. {10/03/2019} • Milestoneinternet. com. Responsive Hotel Website Design and SEO Generates $300 K in Additional Revenue [Case Study]. Internet. https: //blog. milestoneinternet. com/web-designpromotion/holiday-inn-mart-plaza-chicago-case-study/. June. 25, 2014. {10/03/2019} The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
Presenter’s bio page • You can add the narrator’s or presenter’s photo • Here add short bio • Here add affiliation and contact The European Commission support for the production of this presentation does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein
VET-Business Partnerships on Work-based learning and Apprenticeships Thank you for your attention! www. vet 2 business. eu @VET 2 Business @Vet 2 business. P Any copyright and Intellectual property laws must be respected and are the responsibility of the author. Project Number: 585211 -EPP-1 -2017 -1 -EL-EPPKA 3 -VET-APPREN
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