Lynn Patchett

My professional path has taken me through consumer advertising and market research, website development and online strategy for both public and private sector projects and the high paced environment of online gaming. In 2011 Kollective and more recently the Hotel SEO Agency were founded with a mission to help hotel and hospitality organisations enhance their online ROI through the informed design and development of websites and ongoing customer acquisition and awareness through search, social and email. On Growth Mentor I mainly advise on organic (SEO) and paid search strategies that are straight forward in implementation and analysis and scaleable once the approach is verified because... who wants to give all their cash to Google and Facebook for no good reason? (Sorry Google and Facebook). In collaboration with the Kollective team I am also active in cultural heritage projects including cooperation's with PostScriptum on cultural digitalization strategies and Geo Routes, a non profit cultural heritage organisation under the auspices of the Hellenic National Commission for UNESCO helping with their digital marketing and social activities.

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  Link building

  Ethical and practical link building advice only with an emphasis on quick win links for local SMBs and hotel / tourism related businesses. I am NOT an expert on link building strategies for tech based startups - although I am always happy to have a chat :)

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  PPC strategies

  A Google partner since 2015 and a premier partner since early 2017. Experience in a wide range of industries including ecommerce, travel and B2B lead generation.

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  SEO

  Experience in search engine optimisation for a range of industries and business sizes including small niche markets to enterprise level technical seo audits in both english and greek. I am NOT an expert on SEO strategies for tech based startups - although I am always happy to have a chat :)

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  Venting frustration

  Having worked in both enterprise level teams and running my own agency, I have been through most types of frustration out there. I am not a bootstrapped start up expert, but frustration is often industry agnostic and best solved by having a chat and bouncing around some ideas and priorities. So, lets have a chat :)

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  SE Ranking

  8 years of experience

  SE Ranking is the best bang for the buck (or euro/pound) rank tracking and SEO research tool out there. A big congratulations to the team. It has some points that could use some additional work but, its a good option for a lot of SEO uses.

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  Google Ads

  19 years of experience

  12+ years experience running campaigns both big and small for a wide variety of industries including e-commerce and tourism and a Google Premier Partner with Kollective. Google Ads can be confusing and an ever changing environment but getting the basics right goes a long way to guaranteeing success. Let's have a session to get it set up right!

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  Ahrefs

  8 years of experience

  One of the best link explorer databases for competitor research, especially if you are not based in the USA or the UK and want link data from smaller niche markets that some other tools may miss.

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  Bing

  8 years of experience

  Not as much traffic as Google and often times less cpc competition, Bing is a great for incremental traffic for campaigns that have maxed out their Google spend and/or worth a shot for budget restricted campaigns in competitive industries where you just can't seem to get in the Google door!

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  Facebook

  13 years of experience

  Giving another approach to targeting in comparison with Google Ads, Facebook Ads complement any digital marketing campaign. My experience is mainly with remarketing and e-commerce implementations, less so with b2b lead generation and chatbot flows.

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  Google Analytics

  19 years of experience

  If budget is a problem, Google Analytics is the only tool you need for a wide selection of actionable insights! If in doubt, have a look at the Analytics!

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  Google Data Studio

  9 years of experience

  Data Studio (Looker Studio?) is a great option for dashboarding KPIs in an easy to digest overview for clients or upper management. The lack of native social connections is a bit of a spanner in the works but tools exist. The lack of a native Google my Business connector is more annoying - come on Google!

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  Google Tag Manager

  12 years of experience

  The digital marketers best friend (and perhaps your overworked developers also!). Tag Manager is a must for any new project and any older website should be porting over to a Tag Manager setup sooner rather than later!

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  Google Webmaster Tools

  17 years of experience

  Another go to tool for debugging technical SEO issues and ensuring your website is technically sound even if sometimes the messages are a bit cryptic!

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  Moz

  16 years of experience

  Moz is a great tool for Search Engine Optimisation and market research. The community is strong and I am (or was) a frequent contributor. My participation in the community has slowed somewhat due to other obligations, but I still participate when I can!

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  Semrush

  5 years of experience

  I am a ahrefs -> Semrush convert (no comment on the ahrefs pricing changes). Semrush is beginning to grow on me, but i still wish its backlink analysis tool was a bit easier to use. Rank tracking is great though :)

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  Wordpress

  22 years of experience

  With few exceptions, Wordpress is suitable for just about any sort of website! Open source and fully customisable, what is not to like? Just be careful of plugin bloat!

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  Youtube

  12 years of experience

  As part of the Google Ads offering, advertising on Youtube can be very effective at raising awareness and driving leads. It doesn't need a huge budget to get started, but you have to be careful in your targeting to get maximum value!

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  Hospitality

  20+ years in digital travel marketing working with hotels, villa and yacht rentals, ferry and flight ticketing operators and travel startups. If you have a travel or tourism facing operation, I am always interested in having a chat :)

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  Hotel

  Over 20 years working with hotels all around the world to boost direct bookings and occupancy. Mainly focused on boutique hotels and independent resorts but I will have an opinion about what any hotel can do to improve online performance :)

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  Resorts

  Hotel/Resort - what is the difference exactly? Usually the size or number of rooms and resort often have more of a reliance on OTAs or travel operators. No reason why they can't shift some of those bookings to direct though!

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  Real Estate

  Seems to be a lot of similarities between hospitality and real estate SEM approaches! I get asked about real estate a lot and have worked on and continue to work on some real estate plays when the match is right :)

• https://kollective.agency/blog/keyword-research-for-hotels/