1. Inspiring people totravel:How tobecome a bigonline brandPresenter:Date:Location:Jose TruchadoAugust, 2014Iran

2. Currently leading the SEO team at Expedia Entrepreneur with more than 15 years of experience indeveloping internet projects Extensive experience in the Travel Industry Founder of Destinia.com one of the Top 10 SpanishTravel Brands Ive started around 10 internet projects/companies Ive worked with companies such as Expedia, ThomasCook, Delta Airlines, Travers Smith, Eurostar, etc Still remember when the Search Engine battle hadseveral major playersBut apart from that: Im an entrepreneur,Executive coach and Myers Briggs practitioner(MBTI)Ive spent most of my life creating Internetprojects and mentoring people, which meansthat I have a great curiosity in understandingpeoples behavior off-line and on-line.Who am I?Twitter: @TruchadoSEOhttp://about.me/Truchado 3. 189018901 9 96 I created my first website inThe same year the phrase "content marketing" was used by RickDoyle who led a roundtable for journalists at the American Societyfor Newspaper Editors 4. How building a solid and cross-channel onlinestrategy can ensure the success of a brand in the onlinespace. What role inspirational content plays ininfluencing the user to remember your brand and howby understanding your user you can cater for theirneeds and ultimately be in their minds and heartsToday Im going to talk about 5. Lets think of Iran as a travelbrand How do we market it on-line?Tourists that come to Iran fall in love with thecountry, why not spreading that message. 6. When weve got anWhat do we do with it? 7. Characteristics of successful online brandsOnline success is built upon a series of factorsGood ValueSpecially in Travel theconsumers needs have to becatered by what the brandoffersGood OnlinepresenceThe brand has to be presentwhen the user needs it or issearching for its products.Good Reviews SuccessIn an era where Social Mediahas a major influence in theusers decision a brand needs tokeep its good reputationIts not just about having a good idea, its about being found and trusted by the user,as well as making sure that idea caters for what the user is looking for 8. Be flexible: adapt to your audience needsThe lean start-up approach Be more innovative Flexibility to build, measure and learn Speed in implementation Be reactive to the markets needsSuccessful ideas are hardly the same aswhen they were first envisioned, the evolve,adapt and change according to the userneeds 9. Being Inspirational The power ofWhen you inspire peopleyou automatically become anauthority in the area 10. Flew to the top How by being inspiring my companyBy selling trips to space Destinia.combecame one of the top 5 online travelagencies in Spain outranking the likesof Expedia thanks to the mediamentions, SEO improvements andword of mouth. 11. What Destinia.comtaught meIt doesnt matter if you are small, Internet gives youall the opportunities to be big. 12. Branding Iran as an historical reference would help toerase its tarnished image created in the past few years. 13. The Legacy RoutesIrans Hitorical Route 14. The Legacy RoutesIrans Handycrafts Route 15. The Legacy RoutesIrans Cultural Route 16. The Legacy RoutesIrans Nature Routeand many more 17. Your WebsiteYour website is the most important part of yourstrategy, its your shop, your window, theshowcase of your products and where yourtransactions will happen. 18. userfriendlyBe creative but think of the personthat will use your website, manytimes we concentrate in ideas thatwould work for us but may not workfor other users. Get to know yourusers, A/B test and make sure youoffer something that your users canuseconstantlyevolvingTravel trends change constantly notonly due to seasonality or location,but also because of the way peoplesearch for travel products and bookthem. Let your users voice theiropinions and adapt to their needsEngaging &InspirationalWritten content, photos and videoscan inspire people to travel, usethem wisely!!SearchenginefriendlyDo not neglect your SEO nor youremail marketing they will be youcheapest marketing channels. If youhavent built your website yet build itwith an SEO strategy in mind, ifyouve already built it, invest in SEO,in a few months it will pay for itself.4 Characteristics Of successful websites 19. The teamHow to choose your team wisely 20. Study your teamChoose your team or the people that youcollaborate with according to the needs ofyour project. Make alliances withpeople/companies where you cancomplement each other for a greaterproject. 21. Know your team!234By knowing your teammembers skills andpreferences you will be able todistribute tasks moreefficiently1Guardians: OscarProject Management & Risk assessmentArtisans: RonanDesign & BuildRationals:Jose, David, Roberto, FelixFacts & FiguresIdealists: AnnaIdeas, Vision 22. ContentIs kingContent is where I expect much of the real money willbe made on the Internet, just as it was in broadcasting.Wi l l i am H e n r y G a t e s I I I - 1 9 9 6Bill Gates wrote an essay in 1996 titledContent is King something that, albeitoverused and hated by some, still seems asrelevant today as it was back in 1996If your content is not good, youwill not achieve a long lastingsuccesshttp://classic-web.archive.org/web/20010126005200/http:/www.microsoft.com/billgates/columns/1996essay/essay960103.asp 23. People Create content forAs Search Engines understandsmore the users intent whensearching, website owners aremore in need of unique expertcontent that will attract people totheir sites.Providing that kind of contentensures a long lasting presencein search results. 24. learned so far What you have My friend recommended me Iran Its not only about having a great idea You need to be flexible in order to besuccessful You need to surround yourself by a goodteam/business partners Your website needs to focus on the userand offer a good value Your grandmother needs to test yourwebsite Richard Rogers 25. Characteristics of successful online brandsOnline success is built upon a series of factorsGood ValueSpecially in Travel theconsumers needs have to becatered by what the brandoffersGood OnlinepresenceThe brand has to be presentwhen the user needs it or issearching for its products.Good Reviews SuccessIn an era where Social Mediahas a major influence in theusers decision a brand needs tokeep its good reputationHow do we ensure we are there when the user is searching for our products? 26. How to be there whenpeopleAre searchingfor youSearch EngineOptimization (SEO)allows us to be therefor the users whenthey need us 27. A few basics on SEOWhen devising your SEO strategy make sure to consider these pointsKeywordresearchContentInternallinkingExternalLinkingKnowing what your clients are searching for is paramount for delivering the content they need. Theresults of this research will determine everything else you do to optimize your website for searchenginesBuild content for people not for search engines, this is your chance to inspire people with yourproducts,.Search Engines crawl your website through the link between your pages, let Search Engines know whatyour website is aboutAmong other things Search Engines understand the importance and authority of your website by therecommendations/links that other websites give yours. Build an external linking strategy as a trafficreferral and not as a way of tricking search engines 28. And what they can do for your websitePPCSEOEmailSocialMediaPRMarketing channelsA strategy based on a combination of these channels will strengthen the brandsplacement in the market 29. Marketing channelsAnd what they can do for your websiteSEOEmailPRSocialMediaPPCSearch Engine Optimization is the cheapest and most efficient marketing channel, it doesnt have animmediate ROIAs soon as you build your website start collecting your users/clients emails, a strong Email marketingcampaign will help user engagement and loyalty to your brandA good PR campaign will put your brand in your markets landscape, help your SEO and the useFriends and social influencers have a greater power of convincing than any other marketing initiative.The most immediate way of advertising, PPC allows you to be found when your SEO is not in place. 30. Use Social MediaOne of the things that people share the most in Social Media is their travel plans & experiencesSocial Media channels, whichever they are, have a incredible power of boosting yourbrand exposure to the user, nothing inspires than the travel content that is sharedthrough Social Media 31. Some Mobile Web Stats More than 30% of users access the web through a mobile device 34% of cell internet users go online mostly using their phones, andnot using some other device such as a desktop or laptopcomputer.Faster adoptionMobile web adoption is 8times faster than web didin the 1990s and early2000s1.2 billionThere are 1.2 billionpeople accessing theweb through theirmobile device1 in 3Mobile searches havelocal intent vs. 1 in 5in DesktopSource: statcounter.com22% of TrafficMobile traffic alreadyaccounts for 22% of alltraffic, where Tabletsare 12% 32. Think about mobileThink about how YOU behave with a phone 33. Responsive DesignThis is what Google reecommendsWhen and Why ?This works great for whenyou want to deliver the samecontent regardless of thedevice the user is using.The crawl is efficient, usersdont experience theslowdowns that redirectsbring, and search engineshave just one page to indexand rank. 34. The power of envy: nothing is more inspiring thanseeing other people doing what you would like to doHow to inspire people 35. This is how I feelWhen I see a friends holidays photos on Instagramof a place that I havent been yet 36. But then Im inspiredTo travel to the same places as my friend 37. 37Expedia Pioneer2014 38. Expedia Pioneerhttps://www.youtube.com/watch?v=SD1fmvAJ4VI 39. Think about what you can offer to the rest of the world 40. Find me inhttp://about.me/truchadoTwitter: TruchadoSEOEmail: jose@truchado.comLinkedIn: http://uk.linkedin.com/in/josetruchado/Thank you