Driving the right Traffic to your Website

Report
Driving the Right Traffic to your Website
Stephen Whitelaw
September 25th 2014.
#techtourism#techtourism
Agenda
What is SEO?
Natural v Organic
SSL
Do’s and Don’ts
Webmaster Tools
Google Analytics
On-site and Off-site challenge
Timing, Catering, Toilets and Fire Alarm Info.
Please feel free to Tweet this morning 
#techtourism#techtourism
Stephen Whitelaw
30+ years in software / web
/ internet / digital media.
Consulting, workshops,
seminars, keynotes
www.linkedin.com/in/stephenwhitelaw
www.kimtag.com/stephenwhitelaw
@toowist
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Introductions
Name
Business
Outcomes from Workshop?
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Aims for today
This workshop aims to give you a deeper understanding of the following:
• Website traffic
• How search engines work
• The importance of keyword research and fresh content
• How social media activities can help you on Google
• Improving search engine positioning
• Monitoring the health of your website
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What is Search Engine Optimization (SEO) ?
“The process of improving web pages so they
rank higher in search engines for your
targeted keywords.”
(Thus we need to understand what words and phrases are used by target audience)
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Why is it important 1 of 2?
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Why is it important 2 of 2?
Organic Clicks vs Paid Clicks
The vast majority of clicks -- roughly 60 percent, go to
organic listings.
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Inbound Marketing
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Different Traffic sources exist
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Search traffic
Direct traffic
Referral traffic
Campaigns
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Web search engines
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Search information on the World Wide Web
Web pages, images, videos, information and other file types
Automated process
Complex algorithms to determine rankings
Entire site searchable
Updates to site should be picked up
Examples
• www.google.com
• www.yahoo.com
• www.bing.com
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How Search Works…
www.youtube.com/watch?v=BNHR6IQJGZs
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Have a friendly and easy to navigate website !
www.youtube.com/watch?v=cbtf1oyNg-8
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Search Engines
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Yandex …
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Baidu …
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Search Engines
Top 3 tier-1 search engines are Google, Bing, Yahoo
Internationally many local/huge players exist:
China – Baidu
(80% market share, & YouTube, Twitter, Facebook, Google !)
Russian – Yandex
(60% market share)
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Global List …
www.searchenginecolossus.com –
global list of local search engines.
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New Alternatives ..
DuckDuckgo
StartPage
Blekko
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Harder than ever to discover!
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The Filter Bubble
A distortion problem ….. “…
people are exposed only to things they already agree with or are
familiar with.”
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Scott’s Search
Daniel’s Search
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57 signals!
Our Search History.
Our location – verfied
the browser we use.
the browsers version
The computer we use
The language we use
the time we need to type in a query
the time we spend on the search result page
the time between selecting different results for the same query
our operating system
our operating systems version
the resolution of our computer screen
average amount of search requests per day
average amount of search requests per topic (to finish search)
distribution of search services we use (web / images / videos / real time / news / mobile)
average position of search results we click on
time of the day
current date
topics of ads we click on
frequency we click advertising
topics of adsense advertising we click while surfing other websites
frequency we click on adsense advertising on other websites
frequency of searches of domains on Google
use of google.com or google toolbar
our age
our sex
use of “i feel lucky button”
do we use the enter key or mouse to send a search request
do we use keyboard shortcuts to navigate through search results
do we use advanced search commands (how often)
do we use igoogle (which widgets / topics)
where on the screen do we click besides the search results (how often)
where do we move the mouse and mark text in the search results
amount of typos while searching
how often do we use related search queries
how often do we use autosuggestion
how often do we use spell correction
distribution of short / general queries vs. specific / long tail queries
which other google services do we use (gmail / youtube/
maps / picasa /….)
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how often do we search for ourself
sort by:
Relevant
Important
Uncomfortable
Challenging
Other Points
of View
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Search engine market share
• Country specific
• 9 out of 10 searches in the UK are conducted on Google
Stats
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Relationships between search engines
• Sharing primary search results
• Sharing paid search results
• Commercial arrangements
Bruce Clay - bruceclay.com
• Search engine relationship chart
• Search engine relationship chart histogram
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Natural / organic vs. paid / sponsored
• Natural / organic – free
• Paid / sponsored – pay per click
• Preference for organic?
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Myths & misconceptions about SEO
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Free
One-off task
Black art
Immediate
Guarantees
• Meta tag keywords
• Keyword stuffing
• Advertising
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Is SEO cheating Google!
Don’t do (Blackhat):
Hidden content, keyword stuffing, link farming, doorway
pages, IP cloacking. [Duplicate content]
Do (Whitehat/ethical) :
Fresh up to date relevant content, inbound links, friendly
URL’s.
#techtourism#techtourism
Buying Traffic – be careful!
www.trafficzap.com
www.nicheprofitclassroom.com/index.html
www.blazingtraffic.com
www.buyhitscheap.com
#techtourism#techtourism
Search Engine Optimisation
Learn and keep up to date with:
www.searchenginewatch.com
www.searchengineland.com
www.seomoz.org
#techtourism#techtourism
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Make connections secure
Secure Google https://www.google.com !
#techtourism#techtourism
EV SSL Certificate
Extended Validation SSL certificates – highest level of
trust [Tells your customers the company is real and
trusted]
#techtourism#techtourism
Google Panda & Google Penguin
#techtourism#techtourism
Google Panda
Google Penguin
Penalise websites of low quality and
those with low quality content.
Introduced Feb 2011
Bring down websites that violate
Google’s Webmaster Guidelines and
use black-hat SEO techniques.
e.g.
excessive link building
keyword stuffing
cloaking, doorway pages
meaningless content
Introduced April 2012
#techtourism#techtourism
Launched about 30th August 2013. (On 15th Anniversary of Google)
Affected 90% of all websites.
The goal is to provide results that actually answer the question.
Resurgence of the Long Tail.
Conversational and more natural search.
#techtourism#techtourism
Useful SEO terms …
SEM = PPC and SEO
Backlink
PageRank
Anchor Text
NoFollow
Title Tags
Meta Tags
SERP
SandBox
#techtourism#techtourism
Dos and Don’ts for SEO
Don’t :
Directory submission
Guest Blogging
Compensated Links
Do:
Content Marketing
Blog
Create great content on your site and your social media assets
#techtourism#techtourism
Author Rank is no more !!! …
rel=author and rel=publisher
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Matt Cutts
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SEO – getting started …
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PageRank … is a measure of trust and authority.
#techtourism#techtourism
Google – The Mission Statement
“Google’s mission is to organise the world’s information
and make it universally accessible and useful.”
Larry Page, Google co-founder and CEO, once described the
“perfect search engine” as something that “understands exactly
what you mean and gives you back exactly what you want.”
#techtourism#techtourism
Duplicate Content
Duplicate content can be caused by:
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Same content different url
Data feeds
Scraper sites
The Solution to Duplicate Content:
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Update internally
Redirect
http://googlewebmastercentral.blogspot.com/2009/02/specifyyour-canonical.html
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<link rel="canonical" href="http://www.example.com/" />
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Duplicate Content
Duplicate Content on your site & another
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The Panda Update (released April 2011)
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Check “sample text“ into google
Use www.copyscape.com
#techtourism#techtourism
Duplicate Content
RBS Group has basically
set up two sites with
identical URL structure,
theming and content.
The cost of saving on
content is the loss of
valuable search traffic
#techtourism#techtourism
Make your site discoverable
Discoverability
Where crawling struggles:
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poor use of robots.txt
broken links
bad site structure
server & redirection errors
no sitemaps
complex urls
limiting access to content using: flash, javascript, dropdown forms & ajax
#techtourism#techtourism
Discoverability Tips
• how to check if a single page is indexed:
insert cache:www.yourwebsite.co.uk into the search bar
• how to check how many pages are indexed
insert site:www.yourwebsite.co.uk into the search bar
#techtourism#techtourism
Never buy fans, followers, likes etc..
www.buy-facebooklikes.co.uk
www.buy-cheap-likes.com
www.buzzoid.com
www.twitteraddicts.com/buy-twitter-followers
www.buy1000followers.co
www.followers1.com
www.buyplusfollowers.com/product/google-plus-ones
www.99medias.com/product-category/fanpagewebsite-likes
www.socialjuicepros.com/google-plus-ones
www.socialpinger.net/google-plus-service
www.devumi.com
www.fastfollowerz.com
www.plusonefoundry.com
www.plus1followers.com
www.plusonefactory.com
www.getsocialjuice.com
#techtourism#techtourism
Responsive Web Design (RWD) …
The beauty of this is that responsive design does not need to be code-specific to every device out
there. It intelligently changes the content based on browser width. If it’s designed correctly, your
user will no longer need to zoom in to find content.
#techtourism#techtourism
RWD also applies to emails !
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Richer Interactivity - RichUI
DeepZoom/SeaDragon/Silverlight
www.gigapixel.com/image/gigapan-canucks-g7.html
www.360cities.net/gigapixel/strahov-library.html
Very Hi Res images - http://bit.ly/cfvqBN
#techtourism#techtourism
Reviews – do they matter?
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www.reevoo.com
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www.feefo.com
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www.opinurate.com
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Trustpilot ..
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www.reviewcentre.com
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Brownlist!
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Customer Care -
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Customer Care –
(www.tkmaxxcare.com)
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Google Analytics
#techtourism#techtourism
Google Analytics does NOT count
spiders, bots and crawlers
#techtourism#techtourism
www.google.co.uk/analytics/
Measure the return on investment of your web-site:
•Number of visitors
•How long they stay
•Where they come from
•What they do on the site…
•And much more…
#techtourism#techtourism
Web Analytics Definition …
“Web analytics is the measurement,
collection, analysis and reporting of internet
data for the purposes of understanding and
optimizing web usage”
#techtourism#techtourism
What is Google Analytics?
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Visitors
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Characteristics
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Origins
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Browser, new vs. return, location
Traffic
Keywords, refers, pages
Content
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Effectiveness
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Bounce rate, paths, navigation
summary
#techtourism#techtourism
When analysing data…
Review data e.g. look at one of your high level reports.
Do Segmentation e.g. drill deeper into the data.
Learn Something i.e. gain some insight(s)
Repeat above steps
You will NOT find some silver bullet inside your data then change it
and have 5x revenue !!
#techtourism#techtourism
What is Web Analytics similar to?
The x-Ray machine is like the Web Analytics Tool
The patient is your website
The x-Ray machine will detect and display pictures of
broken bones (skull, finger etc..) – however it will
NOT end your pain or fix any of your problems – for
that you need someone who can read and interpret
the x-ray and then take action or tell someone to
take action.
i.e. The best analytic tool in the world will not do it for
you – you still need smart people to interpret the
data and prioritise actions e.g. fix skull before finger
etc..
#techtourism#techtourism
Some basic maths !
If 99 visitors to your site spend £0 and the
100th visitor spend £1,000
Question : What is the average visitor spend?
Answer : Average visitor spend is £10 i.e.
£1,000/100 = £10 !
Technically it is true, so be careful with
your interpretation of
averages/numbers
#techtourism#techtourism
Top 10 Myths About Google Analytics ..
MYTH 1: "You get what you pay for." Google Analytics is free, which means the system is down a lot.
MYTH 2: Google Analytics is basic and doesn't have any "advanced" features or metrics
MYTH 3: Google Analytics only supports third-party cookies
MYTH 4: Google Analytics is not really accurate
MYTH 5: It's not possible to export your data from Google Analytics
MYTH 6: With Google Analytics you can't control your data
MYTH 7: There is no professional support for Google Analytics
MYTH 8: Google Analytics does not support A/B or multivariate testing and isn't well-integrated with other tools
MYTH 9: You can't segment data in Google Analytics
MYTH 10: You have to spend a lot of money to get "real" web analytics
#techtourism#techtourism
Google Analytics
Take action
Measure
Learn
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Google Webmaster Tools – use as well as GA
Tells you :
The errors on your website e.g. 404 errors
How often people link to a page
How often a page appears in Google Search Results
Information on how Google crawls your website
Sitemaps information
[You see nothing about Bing, Yahoo etc.. Only Google here!]
#techtourism#techtourism
Webmaster Tools
www.google.com/webmasters /
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How fast (or slow) is your website?
#techtourism#techtourism
How fast (or slow) is your
website? (www.pingdom.com)
#techtourism#techtourism
Google Pagespeed Insights
https://developers.google.com/speed/pagespeed/insights
#techtourism#techtourism
The “Not Provided” value is due to SSL
#techtourism#techtourism
The Rise and rise of ‘Not Provided’
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“Not Provided” websites!
www.keywordtransparency.com
www.notprovided.co.uk
www.notprovidedcount.com
#techtourism#techtourism
URL Builder
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Email Campaigns
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Facebook Posts
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LinkedIn Advert
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Offline Campaign!
http://support.google.com/analytics/bin/answer.py?hl=en&answer=103386
7
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Bounce Rate
The percentage of web site visitors who arrive at a web site entry page, then
leave without going any deeper into the site.
If page is higher than average site bounce rate percentage, focus on changing
content on that page (blogs are different though):
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Bounce Rates – what is good/bad/normal ?
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Bounce Rate summary
0% Bounce Rate means that every visitor has visited at least 2 pages per visit, i.e. if your entry
page does not equal your exit page for all visitors then you have an amazing site.
100% Bounce Rate means that all the visitors left your site on the page they arrived at. eg
Contact Us page, Blog page, Customer Support.
[Sometimes a high bounce rate is good i.e. they clicked on an
advert and left or clicked on a link and visited one of your other
sites]
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Google
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Google search
• Every day Google answers more than three billion questions
from people around the globe in 181 countries and 146
languages
• 15%+ of the searches everyday have never been searched
before !!!! – how can this be true? – Discuss.
#techtourism#techtourism
Indexing
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Googlebot – Google’s web crawling robot
Deep crawling
Follows all links
Fresh crawls
• Google crawls through over 20 billion pages per day
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Processing a query
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Ranking factors
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Over 200+ factors considered
Constantly evolving
PageRank
Increasing social signals
Knowledge Graph
Google Search Ranking Factors [Infographic]
• tagseoblog.com/images/infographic-google-ranking-factors.jpg
Search Ranking Factors: Rank Correlation [Infographic]
• searchmetrics.com/media/images/ranking-faktoren/searchmetricsinfographic-ranking-factors-us-2013-.jpg
#techtourism#techtourism
Recent changes
Google Hummingbird – Sept 2013
• overhauled algorithm to better cope with longer, more complex queries
Google Penguin - April 2012 (Penguin 2.0 – May 2013)
• lower rankings for violation of Google’s Webmaster Guidelines
• targeting black-hat SEO techniques
Google Panda – Feb 2011
• lower rankings for “low-quality” or “thin” sites
• higher quality = more content and less advertising
Google Algorithm Change History – www.moz.org/google-algorithm-change
#techtourism#techtourism
PageRank
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Link analysis algorithm
Numerical weighting measuring importance
Links count as recommendations
Quantity and quality of links to a page
Tools
• Chrome Extensions
• Firefox Add-ons
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ON-SITE FACTORS
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Indexable content
• HTML or text format
• Challenges with rich media files, images and video
• Text alternatives and descriptions where possible
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Link structure
• Follows available links to fetch all content
• Orphan pages
#techtourism#techtourism
Search Friendly URLs
www.nationalgeographic.com/animals/african-elephants
Keywords in page name,
separated by hyphen
Single domain
Shallow folder structure
with relevant words
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Search UN-Friendly URLs
Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
No keywords in the URL string
Unnecessary
Subdomain
Dynamic URLs don’t perform as well
as static and engines recommend
against more than two parameters
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Google Knowledge Graph (GKG)
Used by Google to enhance
its search engines result with
semantic search information
gathered from a wide variety of
sources. e.g. wikipedia,
freebase
August 2014 – Google
announced the Google Vault
(which contains the GKG) – the
Google Vault is an
accumulation of facts from
across the entire web – i.e. site
scraping.
#techtourism#techtourism
Google Now
Googe Now is a personal digital
assistant that is available within Google
Search on:
Android devices &
Apple ios devices &
Google Chrome browser on desktops
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www.Schema.org
Schema markup makes it easier for
Google to find and index information
on your website.
See www.schema.org for schema
generators e.g. restaurants can add
opening hours, menus, prices,
address, telephone number etc..
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Keyword research
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Keyword research
• To be found for “hotel edinburgh”, “hotel edinburgh” has to appear
on your site
• You must understand what your customers search for
• Fixed content vs. fresh content
Tools
• Google Keyword Tool - adwords.google.co.uk/keywordtool
(now Keyword Planner)
• Wordtracker - wordtracker.com | freekeywords.wordtracker.com
• Google Trends – www.google.com/trends
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Keyword research
• Search volume
• Competition
• High volume & low competition
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Keyword research
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The Long Tail of Keyword Demand
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Google Trends
Google Trends is a publically
available Google tool that shows you
how often a particular search-term is
entered relative to the total searchvolume across various regions of the
world, and in various languages.
Google Trends also allows you
refine a search by region and time
period.
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Page content
• Write for users, not search engines
• Make all content indexable
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Title tag
Description tag
Heading tag(s)
Alt tag(s)
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Title tag
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Ability to specify page title
<title>” … ”</title>
Less than 70 characters
Displayed on results page
Optimisation vs. sales vs. call to action
Page specific
• Primary Keyword - Secondary Keyword | Brand Name
• Brand Name | Primary Keyword and Secondary Keyword
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Description tag
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Ability to specify page description
<meta name="description" content=“ … " />
Roughly 155 characters
Displayed on results page
Optimisation vs. sales vs. call to action
Page specific
Not a ranking factor since 2009
#techtourism#techtourism
Heading tag
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Ability to specify section / paragraph heading
<h1>” … “</h1>
<h1> to <h6>
“Welcome” and “Homepage”
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Content
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Write for users, not search engines
Write for the web
<b> & <i>
Primary and secondary keywords
Keyword stuffing
Readability
Duplicate content
#techtourism#techtourism
Alt tags
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Ability to specify image description
<img src=‘ “… “' alt=‘” … “' />
Image search
Image file name
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Page name
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Ability to specify page name / URL
e.g. www.etag.org.uk/whats-on/etag-events
Include content structure
Readability
Sharing
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The page overall
• Be hyper-relevant to a specific topic (usually a product or single
object)
• Include subject in title tag
• Include subject in URL
• Include subject in image alt text
• Specify subject several times throughout text content
• Provide unique content about a given subject
• Link back to its parent page
• Link back to its homepage
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Creating content
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Fresh content
Write for users, not search engines
Blog, news, articles, guides, tips
Demonstrate your expertise
Unique content
On-going task
#techtourism#techtourism
Content
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Writing for the web
• People read 25% slower on screen
• Be succinct
• Make your text scannable
• Headlines
• Bullet points
#techtourism#techtourism
Writing for the web
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Content
Dynamic content
Fixed content
• Who we are
• What we do
• Contact details
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Latest updates
Tweets / Facebook updates
Featured items
Upcoming events
Most popular
Related items
Fresh content
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Blog
Latest News
Articles
Guides
Insights
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OFF-SITE FACTORS
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Backlinks
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PageRank
Referring traffic
Paid vs. free vs. organic
Link building
Share worthy content
Anchor text
On-going process
#techtourism#techtourism
Sources of links
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Blogs
Forums
Directories
Spam links
Social
Tools
• www.ahrefs.com
• www.majesticseo.com
• www.opensiteexplorer.com
#techtourism#techtourism
Google Disavow Links Tools
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Social signals
• Number of fans / followers
• Account activity
• Age of accounts
• Mix of messages
• Links
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Measuring SEO success
Keyword Ranking.
Website Traffic.
Increase in "Share of Traffic" per keyword.
Increased Revenue/keyword.
Increase in Impressions ( good for Publishers to
show advertisers).
Lower dependence on Paid Search.
Lowering the cost per acquisition.
#techtourism#techtourism
Rel=nofollow – What is it ?
nofollow is a value that can be assigned
to the ”rel attribute” of an html
a element to instruct search engines that
the hyperlink should not influence the
link target's ranking in the search
engine's index.
#techtourism#techtourism
Rel=nofollow – How do you know ?
e.g. bbc website are follow links.
e.g. wikipedia are nofollow links.
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Google+
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What is Google +
is a multilingual social networking and identity
service owned and operated by Google Inc.”
http://en.wikipedia.org/wiki/Googleplus
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Google+ (July 2011)
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5th time lucky!
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How to access Google+
www.google.com/+ or
plus.google.com or
www.google.com/plus or
Use Mobile App …
#techtourism#techtourism
Why use Google+
Over 550 million online
(many many business customers)
Helps with your SEO a lot!
Communities, Hangouts, Photos
Very easy to use and powerful
Superb privacy/security controls
Perfect for sharing content
Circles are a very powerful tool
Great mobile experience.
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Gender Breakdown …
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Age/Gender Breakdown…
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Time on the site …
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What does the average Google+ and average Facebook user look like?
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Google+ users by income …
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Something is missing … thank goodness 
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Summary of Tools
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Google Webmaster Tools
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Google Analytics
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Additional tools
• Bing Webmaster Tools
• Page speed test tools
• moz.com/blog/100-free-seo-tools
• Inbound Marketing / Marketing Automation Tools
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Google Remarketing – what is it ?
www.youtube.com/watch?v=_2ihfnGZ6Fk
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Google Remarketing …
Some facts:
70% of visitors abandon their shopping carts
96% of visitors to a site leave without completing the action you want.
Remarketing allows you to re-engage with them as the surf other sites
on the web (GDN) i.e. you have an opportunity to win back lost
potential customers.
In order to use remarketing you must link Google Adwords with
Google Analytics
You need to make 1 small (1 time) change to your Google Analytics
code.
Google Analytics then allows you to create lists of users to use get
back in front of and you are able to remove them from the list once
they have been converted.
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Ghostery ! – “Detect Learn Control” …
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Embrace User Generated Content (UGC)
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A Final piece of advice
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Create
Content
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Thank You
www.linkedIn.com/in/stephenwhitelaw
www.kimtag.com/stephenwhitelaw
@toowist
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Before you go…
Feedback Forms – please complete
Slides will be available online at
www.etag.org.uk
Digital Quiz?
Keep in touch [email protected]_UK
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Please keep in touch…
etag.org.uk
@ETAG_UK
youtube.com/etaguk
linkedin.com/Edinburgh-Tourism-Action-Group
#techtourism#techtourism
LeadForensics – Lead Generation Tool
www.youtube.com/watch?v=gP-Ol1AfBoQ
#techtourism#techtourism
Yieldify – maximise revenue from visitors
leaving your website !
www.youtube.com/watch?v=CHCt-6TAPXc
#techtourism#techtourism

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