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SEARCH ENGINE MARKETING STRATEGIES FOR HOTELS
Up Next…Benu Aggarwal, President & Founder, Milestone Internet Marketing, Inc.
1
www.milestoneinternet.com blog.milestoneinternet.com
Search Engine Marketing Strategies for hotels – Hummingbird, Schema’s,
authorship, and more.
Benu Aggarwalbenu@milestoneinternet.comwww.milestoneinternet.com
http://blog.milestoneinternet.comhttp://twitter.com/milestonemktg
http://www.facebook.com/milestoneinc
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
www.milestoneinternet.com blog.milestoneinternet.com
Things We Will Review
Conversational Content
Hummingbird Update
Schemas
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
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
www.milestoneinternet.com blog.milestoneinternet.com
Geo-Local
Vertically Focused
Socially Relevant
SEARCHRESULTS
Evolution of Content Marketing
Thin content / duplicate content
Bad links / Keyword stuffing
(Conversational Content)
PANDA PENGUIN
HUMMINGBIRD
Tactics
Strategy
SchemasIndex
Social Links / Citations
Voice search
Google glass
Voice recognition
www.milestoneinternet.com blog.milestoneinternet.com
Geo-Local
Vertically Focused
Socially Relevant
SEARCHRESULTS
Evolution of Content Marketing
Thin content / duplicate content
Bad links / Keyword stuffing
(Conversational Content)
PANDA PENGUIN
HUMMINGBIRD
Tactics
Strategy
SchemasIndex
Social Links / Citations
Voice search
Google glass
Voice recognition
www.milestoneinternet.com blog.milestoneinternet.com
Geo-Local
Vertically Focused
Socially Relevant
SEARCHRESULTS
Evolution of Content Marketing
Thin content / duplicate content
Bad links / Keyword stuffing
(Conversational Content)
PANDA PENGUIN
HUMMINGBIRD
Tactics
Strategy
SchemasIndex
Social Links / Citations
Voice search
Google glass
Voice recognition
www.milestoneinternet.com blog.milestoneinternet.com
Website Content – Ready for Hummingbird
HummingbirdBefore 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
www.milestoneinternet.com blog.milestoneinternet.com
Relevant Content Pushes Higher Conversions
Content goals: communicate, engage, and compel
Use Foursquare tips in website content
Relevant
www.milestoneinternet.com blog.milestoneinternet.com
Relevant Content Pushes Higher Conversions
Content goals: communicate, engage, and compel
Use Foursquare tips in website content
Relevant
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
www.milestoneinternet.com blog.milestoneinternet.com
Internet Use Today
www.milestoneinternet.com blog.milestoneinternet.com
Impact of Social on Search
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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]
www.milestoneinternet.com blog.milestoneinternet.com
Schema Hypertree
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!
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
www.milestoneinternet.com blog.milestoneinternet.com
Case Study – Google Webmaster Indexed Pages Jumps
Site live – March 19, 2013
www.milestoneinternet.com blog.milestoneinternet.com
Key 2014 Digital Marketing Take Aways
Search is more conversational
& personal
User experience
Social engagement
Content with schemas
www.milestoneinternet.com blog.milestoneinternet.com
Thank YouQuestions?
Benu Aggarwalbenu@milestoneinternet.comwww.milestoneinternet.com
blog.milestoneinternet.com
http://twitter.com/milestonemktg
http://www.facebook.com/Milestoneinc
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