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SEARCH ENGINE MARKETING STRATEGIES FOR HOTELS
Up Next…Benu Aggarwal, President & Founder, Milestone Internet Marketing, Inc.
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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
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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
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Things We Will Review
Conversational Content
Hummingbird Update
Schemas
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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
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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
![Page 7: Up Next…Benu Aggarwal, President & Founder, Milestone ... · Hummingbird Update. Schemas. blog.milestoneinternet.com. ... • Google’s newest search engine algorithm update focuses](https://reader034.vdocuments.site/reader034/viewer/2022042406/5f20d92c60fddb40e14ddc90/html5/thumbnails/7.jpg)
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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
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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
![Page 9: Up Next…Benu Aggarwal, President & Founder, Milestone ... · Hummingbird Update. Schemas. blog.milestoneinternet.com. ... • Google’s newest search engine algorithm update focuses](https://reader034.vdocuments.site/reader034/viewer/2022042406/5f20d92c60fddb40e14ddc90/html5/thumbnails/9.jpg)
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
![Page 10: Up Next…Benu Aggarwal, President & Founder, Milestone ... · Hummingbird Update. Schemas. blog.milestoneinternet.com. ... • Google’s newest search engine algorithm update focuses](https://reader034.vdocuments.site/reader034/viewer/2022042406/5f20d92c60fddb40e14ddc90/html5/thumbnails/10.jpg)
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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
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Relevant Content Pushes Higher Conversions
Content goals: communicate, engage, and compel
Use Foursquare tips in website content
Relevant
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www.milestoneinternet.com blog.milestoneinternet.com
Relevant Content Pushes Higher Conversions
Content goals: communicate, engage, and compel
Use Foursquare tips in website content
Relevant
![Page 13: Up Next…Benu Aggarwal, President & Founder, Milestone ... · Hummingbird Update. Schemas. blog.milestoneinternet.com. ... • Google’s newest search engine algorithm update focuses](https://reader034.vdocuments.site/reader034/viewer/2022042406/5f20d92c60fddb40e14ddc90/html5/thumbnails/13.jpg)
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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
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Internet Use Today
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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]
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Schema Hypertree
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Case Study – Background
• Existing hotel wanted more traffic• Needed to build a new online strategy• Give Google and users what they want!
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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
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Case Study – Google Webmaster Indexed Pages Jumps
Site live – March 19, 2013
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Key 2014 Digital Marketing Take Aways
Search is more conversational
& personal
User experience
Social engagement
Content with schemas
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Thank YouQuestions?
Benu [email protected]
blog.milestoneinternet.com
http://twitter.com/milestonemktg
http://www.facebook.com/Milestoneinc