are you part of it? google’s content is evolving · helpful hints for using google posts two...
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Google’s Content is Evolving Are You Part Of It?eTourism 2018 - Oct. 10
Emilie MicalettiStreet View Senior
Program Manager,Google
Nate HuffSVP, Miles
Juliana ThomasContent Manager,Visit Richmond VA
Liz MabeDirector of Digital
Marketing, Discover Puerto Rico
OBJECTIVES:● Google Destination Content Partnership
○ Quick Background○ Progress to date
● Earned (Consumer) Media Strategy in PR● Posting up for Success Case Study● Using Street View to Tell Your Story● Getting involved
Industry trends influencing Organic Search Traffic to destinations and
tourism businesses.
That’s the number of Google searches that will happen before the end of this session.
170,688,600
internetlivestats.com
Search Engine Result Changes
Things to Do
Featured Snippets and Quick Answers
There’s a significant shift going on in organic website traffic in travel and hospitality.
170,688,60040% won’t result in an
external click.
Google is working with Destinations & their industry partners to improve the accuracy
& completeness of content across their travel products
SEARCH TRAVEL GUIDES TRIPS APP MAPS STREET VIEW
These products are important to your destination and to your businesses when a potential visitor is planning a trip.
HOTELS RESTAURANTS ATTRACTIONS MUSEUMS PARKS OTHER
HOTELS RESTAURANTS ATTRACTIONS MUSEUMS PARKS OTHER
SEARCH TRIPS APP MAPSTRAVEL GUIDES
HOTELS RESTAURANTS ATTRACTIONS MUSEUMS PARKS OTHER
SEARCH TRIPS APP MAPSTRAVEL GUIDES
Consumer Perception of
Your Destination
PROGRAM GOALS
1. Discover and document what your destination looks like in this ecosystem.
2. Identify opportunities to improve the completeness and quality of your destination’s presence.
3. Deliver value to partners and local businesses through leadership, education and content enhancement.
4. Expand the reach of your content beyond your owned channels with measurable results.
Program Totals to Date
60+25+
4,20237,197,579
3001,690,800
DMOs in programAt content submissionTotal images submittedTotal viewsAverage imagesAverage views
Google DMO Partnership Program
Google DMO Partnership:13 Free tools Destinations can use to make the most of their visibility within Google’s products.
Google DMO Partnership Program
● Google My Business● Trusted Verifier App● Trusted Provider● 360 Imagery● Street View app● Videos● 360 Camera Loan● Google Maps● Events● City level Posts● Local Guides● Google Travel● Support Form
Google DMO Partnership Program
Miles Expert Support Services5 Services that help DMOs understand, optimize and measure their exposure within Google’s platforms and create new value for industry partners.
Training
Audit & Planning
ImpactAssessment
Content Education
DMO CASE STUDIES
Reach & Engagement:
Visit Richmond’s Post Strategy
Rebuilding Consumer
Perception:Discover Puerto Rico
Reach & Engagement:Visit Richmond’s
Posts on Google Strategy
100+ Cities
Many people are searching for cities on Google
Posts on Google allows you to showcase relevant content to these people
Image, Text, Link Video Gallery
Events PollsStory
Posting is quick and easy!
Visit Richmond VA Results To Date
Total Views of Content: 743,009
Total # of Posts: 26
Referrals to VisitRichmondVA.com: 292
Fall Festival Blog Post Compared Across ChannelsA single piece of content posted organically to multiple platforms
Posts on Google Facebook Twitter
Views 39,622 3,578 3,879
Link Clicks 89 154 43
Helpful Hints for Using Google Posts
● If you plan to upload multiple posts at once, post your most compelling content LAST, so it will show up in the first slide position.
● Use the scheduling feature to keep your current content from getting bumped out of the first slide position
Helpful Hints for Using Google Posts
● Two posts live at a time seems to be the sweet spot. View rates drop beyond that because of limited visibility for the older content.
● Keep your content visible. If seven days have passed since your last post, no posts will show up on Search until you post again.
What’s Worked Best So Far
Colorful, eye-catching photos Family fun/Free
What’s Worked Best So Far
Videos
Case StudyPuerto Rico
Discover Puerto Rico:
Rebuilding Consumer Perception
Why This Matters
Improve post-storm consumer perception by removing inaccurate and low-quality island imagery
Increased visibility & reach of quality images created by the destination
Significantly improve the depth & accuracy of travel information on Puerto Rico’s tourism product
Create significant industry value through partner education to benefit the island as a whole
Reinforcing Negative Consumer Perceptions
55.1% of survey respondents cite hurricane damage and lack of recovery as top deterrent to visiting the island.
The Strategy
Early July: Completed island-wide audit of Puerto Rico travel content
July/August: Partnered with local non-profit to source industry business data & recent imagery
August/September: Create new imagery and 360s documenting the recovery of key areas and showcasing Puerto Rico’s top drivers
October: Begin first-of-its-kind industry outreach and education to help rebuild perception from the ground up
Measuring Reach of Updated Content
542 images have accrued more than 1 million views in first month of being published.
Measuring Reach of Updated Content
Measuring Reach of Updated Content
Google Section Street View open publishing
platform/solutions
49
Street View
For DMOs
You can make Street ViewShowcase your destination, help people find them
Street View ready CamerasHigh-quality Street View imagery
And more
google.com/streetview/publish/
● Review and publish your imagery
● Track views ● Share
Street View AppManage your Street View assets
Show your destination on Street View on or off roadsMultiple vehicles can be used and allow you to tell a unique story
Increase in coverage in Bermuda
2015
Increase in coverage in Bermuda
20152018 4X coverage
Results in +5M views
Summary & Resources/Links/How to Apply
But wait there’s more...
Destinations
Resources, Updates & More Information:www.MilesPartnership.com/GoogleDMOProgram
Questions & Answers
THANKS!
