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Alessandro Vagnozzi
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Chi è il turista oggi???
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Anni 80
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Negli anni 80 si andava nelle agenzie di viaggio
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Il passaparola
aveva un ruolo
marginale
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Il consumatore
credeva alla pubblicità….
e abboccava!
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Alpitur… Cose da leader!!! Spot iper auto referenziarli
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Negli anni 80 Alpitur investiva il 50% del suo budget pubblicitario tra dicembre e gennaio….
Le persone si recavano in agenzia, consultavano i vari cataloghi….
E compravano su consiglio dell’agente di viaggio!!!
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Per l’albergatore la commercializzazione era un problema relativo…
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Per il cliente… finalmente in vacanza tutti insieme…
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Iniziano le file al telefono pubblico, si chiama solo i parenti strettissimi
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Si mandavano le cartoline!
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E che cartoline!!!
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Si facevano foto ricordo a multipli di 24/36, la maggior parte bruciate…
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A settembre per sviluppare le foto del viaggio ci volevano 10 giorni
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Al rientro dalle vacanze, il sabato prima che iniziasse DriveIn ci si riuniva e si raccontava il viaggio
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Anni 90 inizia l’era digitale
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Le informazioni circolano più velocemente e le persone iniziano ad organizzarsi i viaggi da soli
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Cambia l’approccio dei grandi player
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A fine anni 90 si diffonde in Europa l’uso di Internet e i portali si fanno spazio
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Anni 2.000 arriva il web 2.0
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e anche il turista 2.0
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e l’ansia2.0
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Su google ci sono prima i miei competitor
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Mi hanno messo una recensione negativa su tripadvisor…
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E gli ultimi 3 anni???
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Si diffondono velocemente tanti altri social network
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Le persone iniziano a condividere la propria vita in real time e quindi anche i viaggi (soprattutto)
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Il nuovo rapporto tra TURISTA e DESTINAZIONE
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Non si sceglie più la destinazione, è la destinazione che sceglie te
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Perché mentre stai facendo altro… l’amico di un tuo amico posta la foto di un luogo a te sconosciuto
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E scopri un posto da favola, proprio quello che desideravi
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E da facebook puoi pure prenotare…
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I social network sono fonte di ispirazione per l’utente travel.
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Guardate i vostri dati analytics… scoprirete che i social network iniziano a portare traffico qualificato sul vostro sito… E conversioni!!!
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Se non è così, state perdendo una grande opportunità… Un altro treno che passa!!!
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Alcune dritte 2.0… Analizza il tuo target Scegli il canale più adatto Imposta un piano editoriale Produci contenuti di qualità Coinvolgi l’utente Il tuo cliente è il tuo nuovo agente di viaggio Non improvvisare!!!
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E l’ottimizzazione del sito per il motori di ricerca? Continua ad essere un’attività importante!!!
Ma…
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Protocollo SEO (old style)
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POSIZIONAMENTO KEYWORDS
1.Parola chiave nel titolo della pagina. 2.Parola chiave utilizzata nel corpo del documento. 3.Relazione fra il contenuto della pagina e le parole chiave. 4.Parola chiave nel tag H1. 5.Parola chiave nei tag H2, H3, Hx. 6.Parola chiave nel nome di dominio. 7.Parola chiave nel nome della pagina / directory. 8.Parola chiave nell'attributo title dei link. 9.Parola chiave nell'attributo alt delle immagini. 10.Posizionamento della parola chiave nel nome dell’immagine 11.Parola chiave nei tag HTML (Bold, Strong, Underline, etc). 12.Parola chiave nel meta description. 13.Parola chiave nel meta keywords. 14.Analisi keyword density, proximity, prominence 15.Analisi delle parole chiave tramite keywordtools
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PAGINA
1.Importanza della pagina nell'architettura dei link interni del sito. 2.Qualità dei link in uscita. 3.Verifichiamo l’anzianità del documento 4.Frequenza di aggiornamento della pagina. 5.Presenza di contenuti multimediali (video, immagini, audio, ecc). 6.Quantità di testo indicizzabile dallo spider. 7.Organizzazione dei contenuti (secondo schemi prestabiliti, tipo
"stile giornalistico"). 8.Profondità del percorso nell'URL della pagina. 9.Correttezza grammaticale e lessicale del testo. 10.Corretto markup del codice HTML. 11.Utilizzo del markup proposto da Schema.org. 12.Velocità di caricamento della pagina.
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DOMINIO
1.Anzianità del sito. 2.Attinenza del contenuto interno del sito con la parola chiave. 3.Attribuzione manuale di autorità al sito da parte di tecnici Google
quality rater. 4.Estensione del sito (.it, .com, .org, .edu, ecc.). 5.Livello di crescita nel tempo del numero di pagine del sito. 6.Numero di ricerche dirette per brand e/o nome sito. 7.Utilizzo degli strumenti di Google (Adsense, Analytics, Webmaster
Tools, ecc).
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BACKLINKS
1.Incremento di popolarità del sito per quanto misurabile
attraverso backlink. 2.Contestualità dei backlink (link da siti a tema). 3.Parola chiave nell'anchor text del link. 4.Multicanilità dei backlink (Forum, Blog, Social, ecc). 5.Anzianità dei link della pagina. 6.Testo attorno ai backlink. 7.Posizione dei collegamenti all'interno delle pagine linkanti. 8.PageRank delle pagine linkanti (misurato con la toolbar).
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COSA EVITIAMO
1.Tempo di down del server. 2.Contenuti similari o duplicati ad altri già presenti negli indici. 3.Link in uscita di bassa qualità e/o a siti SPAM. 4.Title di pagina e meta description duplicati per molte pagine del sito. 5.Adesione a tecniche che prevedo la creazione artificiale di link. 6.Individuazione del sito come venditore di links. 7.Individuazione del sito come compratore di links. 8.Utilizzo di tecniche spamming (stuffing, testo nascosto, etc.). 9.Link in entrata da siti spam. 10.Presenza massiccia di pubblicità.
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SEO Sperimentale
1.Metriche sociali (Facebook, Twitter, Linkedin, eccetera, escluso Google+).
2.Metriche sociali di Google+. 3.Autore dell'articolo, per come identificabile da Google. 4.Metriche deducibili da Google sul comportamento degli utenti in
serp. 5.Citazioni senza link alla pagina. 6.Test su posizionamento testi su Facebook nelle serp di google 7.Reverse engineering
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Protocollo SEO 2.0
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Google Hotel Finder
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Produci contenuti di qualità e coinvolgi l’utente
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Se volete saperne di più, giovedì 9 maggio dalle 10.00 alle 18.00 faremo una open lesson. • Ottimizzare un sito internet travel dopo le ultime
novità di Google • Impostare una strategia di Social Media
Marketing
Per informazioni > 0783.80.20.80 [email protected]