Workshop 4 - Online Marketing Cruise T Varna, April 2015 Network of competence centres for the development of cruise tourism in the Black Sea region TEMPUS DE-TEMPUS-JPHES -

Folie 2 Structure Define main contents / products of destination Develop a Semantic Cloud for a destination Website Optimize Google-search by Key-Words Create helpful Landing Pages Optimize the use of tools like Facebook, Blogs, Pinterest, Openstreetmap...

Folie 3 Destination Contents Task: Define main contents for two regions Odessa 1.Attractions (Opera, Ballet Theatre...) 2.Unique Cuisine 3.Wine tasting 4... Kutaisi 1.Unique hospitality –people 2.Gastronomy – winery 3.Caves, canyons

Folie 4 Destination Contents

Folie 5 Destination Contents

Folie 6 Semantic Cloud People who search for „Holiday Odessa“ also search for „Hotel Odessa“ and „Weather in Odessa“ as an example Idea: -to find out and determine main key-words users may search for in the internet -Put relevant links according to these Keywords on your website Task: Build a semantic cloud out of the defined contents (destination products) for the two regions

Folie 7 Semantic Cloud

Folie 8 Semantic Cloud

Folie 9 Semantic Cloud

Folie 10 Create Landing Page Landing Pages = Pages that are shown when searching for a certain keyword in google (page, the user „lands on“ when typing in a keyword into google search) Principle: One landing page for one keyword Task: Create Landing Pages for the key-words „Odessa Restaurant“ and „Caucasus Hiking “

Folie 11 „Creating a website is about strategy and structure. This is the task of the website owner – not task of a software company.“

Folie 12 Landing Page = SERP=Search Engine Result Page Technique for doing: SEO=Search Engine Optimization

Folie 13 Some helpful advices for online marketing – Use the Google Keyword planner to analyze, which key-words are used by the potential guests – For a neutral search in the internet add „&bpws=0“ to the URL – Take care for human readable URL – Take care that your keyword is at least at the 5th place in the URL – Many people search for images: put pictures on the top of your websites and name the picture also the keyword (name the picture i.e. „odessa restaurant“ so that it is found by the user) – Never copy text from the Internet for your Website (Google will punish it)

Folie 14 Some helpful advices for online marketing

Folie 15 Optimize use of tools (like Facebook, blogs...) Basic Principle: be present in many channels available, not only create a Website Facebook: For example, creating a „Fanpage“ of a special target is better than about whole destination (example Fanpage for„odessa beach“, „georgian wine“) Googlemaps/openstreetmap: Provide interesting routes for trekking, cycling...which can be traced by GPS

Folie 16

Folie 17