Industry veteran Martin MacDonald has been working in digital marketing since the late 1990’s, and has held positions including head of SEO, Content and Social Media at some of the worlds largest brands, including Expedia, Orbitz and many others.
Who should attend this course?
Travel marketing professionals of any level, whether they specialize in Hotel, Air, Car, Cruise or any other niche. This course will break down the building blocks of each Travel Vertical ensuring you can build a roadmap to success for your brand or clients.
If you register for one of our training courses you don’t only get a day of in-depth and practical training from some of the industry’s most respected professionals, you also get a ticket to Europe’s biggest specialist SEO event.
100% Money Back Guarantee
There’s simply no worse feeling than putting aside a day out of the office to go to a training course, handing over your cash and a course failing to live up to your expectations.
We do all we possibly can to make our courses the best you’ve attended but if you ever feel we didn’t live up to your expectations, we’ll give you a total refund, no questions asked.
Travel SEO is arguably the single largest challenge in digital marketing. Travel products make up almost half all money spent online (src: Statista), in 2016 the US total online travel spend being $190bn, out of a total online ecommerce figure of $390.5bn.
It’s not just the total market size and competition that make Travel SEO unique, the keyword universe is vast, with many product types and millions of potential destinations, meaning Travel isn’t won by outranking your competitors on specific keywords – rather, you win by outranking your competitors across thousands or millions of keywords.
This opportunity scale introduces unique challenges at every junction – in this course we’ll be building a solid foundation in how to rank across each of them, and the tools and processes you’ll need to win.
Throughout the day we’ll be covering specifics on, but not limited to the following verticals and topics:
Global Travel Market sizes and opportunities
Hotel SEO Deep Dive
- Hotel Properties
- Hotel Chains
- Content Requirements
- Link Building
- Content Marketing
Air SEO Deep Dive
- Destination Pages
- Origin and Destination Pages
- Air Carriers
- Required levels of Content
- Interlinking / On site architecture
- CMS limitations
Car Rental SEO Deep Dive
- Location based search
- Local search
- Branded or Vehicle Type Search
- Packaging with Hotel or Air Product
Cruise SEO Deep Dive
- Branded Search Campaigns
- Cruise destination pages
- Cruise operators and Demographic targeting
Packaging SEO Deep Dive
- Vacation packages
- All inclusive Holiday Landing Pages
- Resort Vacation SEO Management
SEO Tools Best Suited to Travel
- Covering the benefits and limitations of the following platforms:
SEMrush, DeepCrawl, SEOclarity, SearchMetrics, Screaming Frog, SiteBulb, URL Profiler
- Scaling Tools to work with your market size
- Finding competitive information and opportunity by analyzing competitors
Building a Market Analysis System for your Brand or Client
- replicating the functionality of an SEO Suite, specific to your keywords and brand
- understanding the required data & finding opportunity
- scaling internal search information to benefit non-search channels
Content Marketing & Link Building in Travel
- Examples of Content Marketing success stories
- How big brands actually perform link building, safely and economically
Tips and Tricks from the Trenches:
- Stories from the instructors over many years of running SEO at the world’s largest travel brands.
Register - Brighton Session
Why Train with BrightonSEO
Experts, not Trainers
We won’t waste your time sitting you in front of full time trainers who haven’t got their hands dirty for god knows how long; we get experts from different fields of the industry on board to give you the information they know works, not just the theory of what’s supposed to.
Specific, Detailed and Unique
Most training providers are looking for a course they can run month after month, week after week, so they end up being general and catch-all. Not our courses … they’re more detailed and in-depth than you’ll find anywhere else.
You Drive the Agenda
We don’t drive the agenda, you do. Before each training course, we ask what you want to be taught, and we actually listen. All the workshops we run have been selected because they’re the most commonly requested training subjects useful to you.
The group sizes are ideal, more than a handful to offer a bit of diversity and substance to the day, but small enough that the training can remain hands-on and personal, making sure all questions are directly answered.
The Perfect Duration
The day runs from 9.30-4.00 to keep it punchy. Any longer than that and it starts to drag, any shorter and you’re not able to properly sink your teeth into what you’re covering. Don’t worry, you’ll also get plenty of breaks to network.
Proper Food & Drink
There’s a couple of coffee breaks, morning and afternoon, and we also provide a proper lunch. That’s right, we’re talking real food with beer and wine rather than soggy sandwiches or mush slopped from a tray.