Search Engine Marketing Strategies for Hotels - HSMAI digital 2014
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The document discusses search engine marketing strategies for hotels, including the importance of relevant and engaging content, Google's Hummingbird update, schemas, and case studies. It emphasizes creating conversational content that provides value to users and answers their questions. Schema structures help search engines understand a website's content. Case studies show how hotels can develop online marketing strategies and see increases in indexed pages by focusing on user experience, social engagement, and structured content.
![www.milestoneinternet.com blog.milestoneinternet.com
Schemas
Gives desired information to search engine in the format they want
• Organization-name:
Ramada Hotel & Suites Bangkok
• Address:
street-address:
22 Sukhumvit Soi 12
• Locality:
Klongtoey
• Region:
Bangkok
• Nearby:
Suvarnabhumi Airport
Keyword = [Hotel in Bangkok near Airport ]
Keyword = [Organization + Region + Nearby]](https://image.slidesharecdn.com/hsmaidigital2014final-180213212059/85/Search-Engine-Marketing-Strategies-for-Hotels-HSMAI-digital-2014-15-320.jpg)
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Search Engine Marketing Strategies for Hotels - HSMAI digital 2014
- 1. www.milestoneinternet.com blog.milestoneinternet.com Search Engine Marketing Strategies for hotels – Hummingbird, Schema’s, authorship, and more. Benu Aggarwal [email protected] www.milestoneinternet.com http://blog.milestoneinternet.com http://twitter.com/milestonemktg http://www.facebook.com/milestoneinc
- 2. www.milestoneinternet.com blog.milestoneinternet.com Milestone at a Glance Drive online revenue and profitability for our clients Silicon Valley ~ Chicago ~ India ~ 150 employees ~1400 hotels Digital marketing software and services for hospitality
- 3. www.milestoneinternet.com blog.milestoneinternet.com Things We Will Review Conversational Content Hummingbird Update Schemas
- 4. www.milestoneinternet.com blog.milestoneinternet.com Relevant & Engaging Content Pushes Higher Conversions • Content which provides value to user • Give answers to searchers’ questions • Provide fresh solutions for searchers’ problems • Users really enjoy reading it and they bookmark it and share it Why thin content is not good – Low quality content – Results in low engagement – Low sharing – No value – Bounce rate is high
- 5. www.milestoneinternet.com blog.milestoneinternet.com Relevant & Engaging Content Pushes Higher Conversions • Content which provides value to user • Give answers to searchers’ questions • Provide fresh solutions for searchers’ problems • Users really enjoy reading it and they bookmark it and share it Why thin content is not good – Low quality content – Results in low engagement – Low sharing – No value – Bounce rate is high
- 6. www.milestoneinternet.com blog.milestoneinternet.com Geo-Local Vertically Focused Socially Relevant SEARCH RESULTS Evolution of Content Marketing Thin content / duplicate content Bad links / Keyword stuffing (Conversational Content) PANDA PENGUIN HUMMINGBIRD Tactics Strategy Schemas Index Social Links / Citations Voice search Google glass Voice recognition
- 7. www.milestoneinternet.com blog.milestoneinternet.com Geo-Local Vertically Focused Socially Relevant SEARCH RESULTS Evolution of Content Marketing Thin content / duplicate content Bad links / Keyword stuffing (Conversational Content) PANDA PENGUIN HUMMINGBIRD Tactics Strategy Schemas Index Social Links / Citations Voice search Google glass Voice recognition
- 8. www.milestoneinternet.com blog.milestoneinternet.com Geo-Local Vertically Focused Socially Relevant SEARCH RESULTS Evolution of Content Marketing Thin content / duplicate content Bad links / Keyword stuffing (Conversational Content) PANDA PENGUIN HUMMINGBIRD Tactics Strategy Schemas Index Social Links / Citations Voice search Google glass Voice recognition
- 9. www.milestoneinternet.com blog.milestoneinternet.com Website Content – Ready for Hummingbird Hummingbird Before Now and Future Need directions – open Google maps, type address, get directions Give me directions to Hyatt Regency Santa Clara • Google’s newest search engine algorithm update focuses on: • Voice search • Conversational search or natural language search • Knowledge graph and schemas • High-quality website content will provide answers to users’ queries by understanding the intent
- 10. www.milestoneinternet.com blog.milestoneinternet.com Relevant Content Pushes Higher Conversions Content goals: communicate, engage, and compel Use Foursquare tips in website content Relevant
- 11. www.milestoneinternet.com blog.milestoneinternet.com Relevant Content Pushes Higher Conversions Content goals: communicate, engage, and compel Use Foursquare tips in website content Relevant
- 12. www.milestoneinternet.com blog.milestoneinternet.com Creating Fresh Content on an Ongoing Basis Use tools to research destination content Promote via other channels: Local Events Local News Trends/Seasonality Tips Content Reviews MediaConnect360 Google+ Page Yelp Brand website
- 14. www.milestoneinternet.com blog.milestoneinternet.com Impact of Social on Search
- 15. www.milestoneinternet.com blog.milestoneinternet.com Schemas Gives desired information to search engine in the format they want • Organization-name: Ramada Hotel & Suites Bangkok • Address: street-address: 22 Sukhumvit Soi 12 • Locality: Klongtoey • Region: Bangkok • Nearby: Suvarnabhumi Airport Keyword = [Hotel in Bangkok near Airport ] Keyword = [Organization + Region + Nearby]
- 17. www.milestoneinternet.com blog.milestoneinternet.com Case Study – Background • Existing hotel wanted more traffic • Needed to build a new online strategy • Give Google and users what they want
- 18. www.milestoneinternet.com blog.milestoneinternet.com Case Study – Online Marketing Strategy Social Activities (leisure) Events Conventions and meetings Attractions (leisure) • Weddings • Reunions • Religious • Corporate retreats • Conferences • Tradeshows • Theme parks • Getaways • Museums • Skiing • Wine tours • Golf • Festivals • Concerts • Sports events Local and regional factors • Universities • Hospitals • Stadiums Community • Hotel in city • Hotel in region Specific needs • Pet-friendly • Park and fly • Bed and breakfasts Emulate the offline business drivers in the online world – become the online Director of Sales
- 19. www.milestoneinternet.com blog.milestoneinternet.com Case Study – Google Webmaster Indexed Pages Jumps Site live – March 19, 2013
- 20. www.milestoneinternet.com blog.milestoneinternet.com Key 2014 Digital Marketing Take Aways Search is more conversational & personal User experience Social engagement Content with schemas
- 21. www.milestoneinternet.com blog.milestoneinternet.com Thank You Questions? Benu Aggarwal [email protected] www.milestoneinternet.com blog.milestoneinternet.com http://twitter.com/milestonemktg http://www.facebook.com/Milestoneinc