Building a strong worldwide SEO expertise in a large Global organisation. Maud COCHET Head of SEO November 13 th 2014

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1 Building a strong worldwide SEO expertise in a large Global organisation Maud COCHET Head of SEO November 13 th 2014

2 Who is? 2

3 1st hotel operator in the world NEARLY 170,000 EMPLOYEES IN ACCOR BRAND HOTELS MORE THAN 3,600 HOTELS MORE THAN 460,000 ROOMS 14 BRANDS FROM LUXURY TO ECONOMY HOTELS REVENUE OF 5,536 MILLION EUROS IN 2013 TWO ALIGNED BUSINESSES HOTELSERVICES HOTELINVEST 3

4 Luxury and Upscale Hotels 70,000 ROOMS 300 HOTELS 4

5 Midscale hotels 180,000 1,200 ROOMS HOTELS 5

6 Economy Hotels 210,000 ROOMS 2,000 HOTELS 6

7 360 digital The new Accor experience DREAM FIND BOOK STAY SHARE COME BACK 280 MILLION VISITORS TO ACCOR WEB SITES 12 MILLION KEY WORDS PURCHASED BY ACCOR THROUGHOUT THE WORLD ACCOR WEB SITES 1 RESERVATION EVERY 2 SECONDS WELCOME ONLINE CHECK-IN AND CHECK-OUT 2.2 MILLION FANS ON FACEBOOK LE CLUB ACCORHOTELS +10,500 NEW MEMBERS EACH DAY 7

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9 WORLDWIDE HOTEL MULTI-BRAND BOOKING PORTAL 45,000 reservations per day in average available in 32 local versions and 16 languages 9

10 What s at stake for SEO at Accor? 10

11 Landscape has changed over the year Web contribution continues to grow worldwide To be in the travel industry means to be on line Growth is driven by the on line sales OTA growth is much higher than direct sales On line penetration of travel per region * 11 * Source : PhoCusWright - Online Travel Overview, th edition

12 The customer journey & new customer profiles DREAM A long customer journey before the final purchase SHARE STAY BOOK SEARCH Over a dozen contacts before a booking in Travel Internet, a key source of information in the purchase funnel A Huge growth of Price Trackers, price being more & more important over time. A strong & growing influence of Social at all steps of the purchase funnel 12

13 The customer journey & new customer profiles Number of days of research before a booking 32days 26days 25days 25 days Number of distinct websites visited before the 1st transaction Average time spent per user 16sites 13,9sites 10,3sites 10,7sites 2h19 1h51 1h21 1h24 A purchase funnel that remains long through time (intense search for information, price comparison ) 94% of web users use a search engine to search for a hotel 13 * Source : Google/Nielsen Clickstream Travel 2013 / Analysis of the online purchase process of French Travellers

14 Accor Search has to face a lot of challenges Dynamic content hosting issue Complexity of global field with 14 websites all selling hotels in main cities in 16 language's and 32 points of sale Local contribution creating inconsistency in content creation Very complex strategy with different objectives and level of knowledge : Emitting / inbound flows Hotel Brands awareness but poor digital brands 14

15 Digital, the growth will be The Accor group needs to act like a pure player without being one On main keywords like hotel paris, Accor websites are fighting against OTA and metasearchs Web sales will lead the growth of the revenue A digital plan of 226 billions has just been announced Search Engine marketing will definitely be part of the battle 44% of Accor direct sales come from Search with very high budget spent 15 * Source : Annual Report 2013

16 Accor really needs to develop SEO Higher budget and revenue SEA is from far the highest acquisition budget and the first channel of traffic after direct access SEO global budget has been multiplied by 4 in 3 years with a revenue increase of more than 30% Work process needs to reflect organisation With the opening of new countries each year, geolocalisation is in the heart of the Accor digital Ecosystem Almost 15 different worldwide SEO agencies Only one dedicated resource in central team E-commerce managers are also responsible for SEO in their market, but with limited time and resources 16

17 SEO strategy relies on human resources The Accor E-commerce network needs to be the SEO expert 17

18 Secure organizations : resources, expertise and coordination The right level of resources : Quantity & Quality Strengthen organizations (central + local) Review the delocalization process : everything might not necessarily be interesting to delocalize Recruit Expert Profiles Develop Workshop trainings for all domains of expertise : e-university concept Build a real E-commerce Accor Network to develop the loyalty of our teams by giving them a better view of Personal development opportunities within the Group Adapt levels of remuneration to the market standards for E- commerce 18

19 The 3 keys to build SEO expertise 1. Internal training Learn & Practice 19

20 Active training sessions! Yearly expert training handled directly by the Global E-commerce central team All Accor E-commerce managers from 25 countries 20

21 The 3 keys to build SEO expertise 2. Autonomous E-Commerce Manager Roadmap Propose the SEO action plan Recruits the agency along with central team Local strategy Management Agency management Action plan follow up Referrer websites approval Dashboard monitoring & site optimization through search metrics Monthly budget spend follow up Monthly Revenue analysis Monthly action recap Reporting One monthly call with central team 21

22 The 3 keys to build SEO expertise 3. Easy to use SEO tool Reinforce In-house expertise Simple and unique tool to meet the limited time and resource requirement Better understanding of the dedicated KPI and means of actions Better management of SEO agencies Support countries with less means of actions that can do SEO with no agency Help developing an SEO network within the E-commerce managers Save time to concentrate on strategy development & performance Increase Global visibility and reporting while managing local action plan Identify the right keywords according to current positions and volumes potentials Find back links opportunities that will grow Accor s visibility in Search Engine s eyes : Monitor closely website positions on Search Engine through keywords ranking on a regular basis 22

23 23 A global coordination is the key to success

24 Maud COCHET Head of SEO 24