Up Next…Benu Aggarwal, President & Founder, Milestone ... · Hummingbird Update. Schemas....

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 [email protected]

http://blog.milestoneinternet.comhttp://twitter.com/milestonemktg

http://www.facebook.com/milestoneinc


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


Things We Will Review

Conversational Content

Hummingbird Update

Schemas


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


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


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


Geo-Local

Vertically Focused

Socially Relevant

SEARCHRESULTS





PANDA PENGUIN

HUMMINGBIRD

Tactics

Strategy

SchemasIndex


Voice search

Google glass

Voice recognition


Geo-Local

Vertically Focused

Socially Relevant

SEARCHRESULTS





PANDA PENGUIN

HUMMINGBIRD

Tactics

Strategy

SchemasIndex


Voice search

Google glass

Voice recognition


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


Relevant Content Pushes Higher Conversions

Content goals: communicate, engage, and compel

Use Foursquare tips in website content

Relevant


Relevant Content Pushes Higher Conversions

Content goals: communicate, engage, and compel

Use Foursquare tips in website content

Relevant


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


Internet Use Today


Impact of Social on Search


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]


Schema Hypertree


Case Study – Background

• Existing hotel wanted more traffic• Needed to build a new online strategy• Give Google and users what they want!


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


Case Study – Google Webmaster Indexed Pages Jumps

Site live – March 19, 2013


Key 2014 Digital Marketing Take Aways

Search is more conversational

& personal

User experience

Social engagement

Content with schemas


Thank YouQuestions?

Benu [email protected]

blog.milestoneinternet.com

http://twitter.com/milestonemktg

http://www.facebook.com/Milestoneinc

http://www.milestoneinternet.com

Date post:	05-Jul-2020
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