Como implementar una plataforma Ecommerce - Ecommerce Day 2015
Ecommerce 2015
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Transcript of Ecommerce 2015
What is Digital Marketing?WebsiteSearch Engine
OptimizationSocial Media
MarketingEmail MarketingOnline Reputation
ManagementPay Per Click ads
(PPC)
SEO BasicsSEO is the process of
gaining traffic from “free”, “organic”, “editorial” or “natural” search results on search engines
3 Components – SERP (Search Engine Results Page)Paid Ads3-PackOrganic
SEO BreakdownWhat matters:
Words on the PagePage TitlesLinksWords in LinksReputationNo duplicate
contentDon’t buy links
ExamplesHotel WebsitesHyperlinking TextRelevant Partner
SitesSpammy Sites
SEO – Relevant Local Partnerships3 Benefits
ReferralsBrandingSEO Value
Hyperlink key phrases as applicable and link to various pages of the website that are relevant
Link full page URL, not shortened versionMake sure the page you are listed on is relevant
to your businessExample: A hotel should be listed on a page with
other hotel listings. Not a car dealership website.
SEO Moving ForwardDo not focus on where
you show up in searchSkewed resultsChanges dailyNo searching yourself
Personalized resultsSign in/outGoogle goal –
quickest/relevantEvery user, computer,
tablet and phone can get a different result
SEO focuses on page topics now, not so much keywords anymore“hotel in downtown
Detroit” is the same as “hotels in downtown Detroit”
We must diversify our online marketing effortsWebsitesSocial MediaPartnerships
Reputation ManagementTripAdvisor Reviews
Sign up to receive email notifications https://www.tripadvisor.c
om/Owners
2014 TripAdvisor Study – Review Responses 21% increase in booking
inquiries 24% increase in bookings
compared to those who did not respond to reviews
Google ReviewsAffects map-3-pack
placementShows in
Knowledge GraphBusiness reputationIntegration into
Google Maps on smart phones
Reputation ManagementReputation can kill a
business regardless of marketing efforts
Gaining more reviews will help push out the bad ones
Guests will react better when they see a response from the business. It shows we care.
You will not please everyone. Let the good ones sing praises to drown out the noise.
Social MediaFacebook
BrandingReputationReferralsCustomer RelationsReputation/Reviews
Facebook “Pages” app for Android and AppleFree to downloadAllows you to manage on
the go Requires personal FB to
be linked to hotel page
Google+Gives more authority
to hotel websiteSends a great amount
of web trafficAssists with map-pack
placementReputation/ReviewsPosts can be indexed
and generate additional links
Why I handle this area
Social MediaFacebook Welcome
NotePersonalizedIncreases page
“likes”When posting be
relational, no salesShare your story, it
starts at the hotel level
Be visual
Mobilegeddon – Y2K for Mobile50% of organic
searches and 44% of paid searches are generated from mobile devices
Mobile has surpassed desktop searches
Higher rankings for mobile sites – 4/21/2015