Presented at the International Conference on Travel Technology India in Kerala, India on June 8, 2013.

1. Organic Search or PPC or Both?
What’s the Way Out?
Presented to:
International Conference on Travel Technology India
Kerala, India
Prepared by:
Chad Wiebesick
Director of social media & interactive marketing
Twitter: @Wiebesick
June 8, 2013
@Wiebesick #ICTT2013

2. Most Popular Online Activity
Searching is the 2nd
most popular online activity
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3. Travelers Use Search Engines
96% of travelers start their hotel planning with search
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4. Biggest Global Search Engines
1. Google – 114 billion searches, 65% market share
2. Baidu – 14.5 billion searches, 8.2%
3. Yahoo – 8.6 billion searches, 4.9%
4. Yandex – 4.8 billion searches
5. Microsoft – 4.4 billion searches
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5. Search Engine Results Page
Paid
Paid
Organic
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6. Should I Use PPC or SEO?
Example: “Travel to India”
Paid
Paid
Organic
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7. Example: “India”
Organic
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8. Difference #1: Direct Response
– PPC
• Direct response and rapid traffic
• Immediate results
• However, when a paid search budget runs
out, traffic stops
– SEO
• Long lasting traffic
• Free traffic – no monthly advertising fees
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9. Should I Use PPC or SEO?
Example 2: “Vacation in Australia”
AboutAustralia.com
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10. PPC: Custom Landing Page
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11. SEO: Can’t Control Where Users Land
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12. Difference #2: Control
– PPC
• Ability to control message, timing, and landing
page
• However, can be expensive and costs can be
unpredictable
– SEO
• Build credibility by appearing in Google
• However, long lead time to see results
• No guarantees that your improved web site
rankings will remain
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13. SEO Can Hurt Your Business
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14. Does Having Both Hurt or Help?
Expedia
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15. PPC Steals SEO Traffic
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16. PPC Adds To SEO Traffic
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17. SEO and PPC Case Study:
michigan.org
• Top 10 biggest sources of traffic to michigan.org
– Organic search traffic
– Direct traffic
– Paid search traffic
– Email newsletters
– Facebook
September 2012@Wiebesick #ICTT2013

18. PPC Tip: Use Google Sitelinks
• Show links to pages from your website beneath your ad
• Google sitelinks produce a 398% higher CTR and a 37%
less expensive CPC that ads without sitelinks
• Acquire newsletter subscribers directly from a search listing
• Available to a limited number of Google advertisers at this
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19. SEO Tip: Social Media Can
Increase Your Search Visibility
• SEOMoz study found social media activity is highly
correlated with higher Google rankings
• Start a blog and include it under your domain
• Include “Share This” links on your website
• Consider creating a Google+ Page for your business
Google+ Page
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20. SEO Tip: Responsive Web Design
• Universally accessible across all devices and platforms
• Saves money and time by updating only one set of code
• Improves SEO
Phone
Laptop
Tablet
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21. It Can Be Affordable
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22. SEO Tip: Google SEO Loves Blog
Content
• Easier URL to remember
• Better integration into main website
• Improves SEO
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23. Thank You
• Chad Wiebesick
• wiebesickc@michigan.org
• Twitter: @wiebesick
• Facebook.com/cwiebesick
• Linkedin.com/in/wiebesick
• (517) 335-1083
@Wiebesick #ICTT2013