Search Marketing for Hoteliers


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Ed Tank

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  • Make sure signup sheet is circulating.Phones on vibrate.
  • Makesure signup sheet is circulating.
  • Tell me about you: Doing AdWords now? For how long?
  • We’re not going to talk about PPC today, as our focus is SEO. SEO also has two main components (change)
  • On-site optimization and off-site optimization, which each can be further broken down (change)
  • SEO is a branch of Search Engine Marketing (change slide)
  • BE HERE BY 12:00
  • BE HERE BY 8:40
  • See how my eyes are looking straight down at the page heading?
  • BE HERE BY 12:30
  • Use the worksheet on page 2 of the packet, refer to your benefits for ideas
  • First page of handout packet
  • Are any of these hotels here today?
  • Use last sheet of packet to list opportunities for testing
  • Search Marketing for Hoteliers

    1. 1. Search Marketing for Hoteliers October 26, 2011
    2. 2. Let’s Get Acquainted• Ed Tankersley • Principal of Eight Trails • Smarter websites and online marketing • 20+ years advertising and marketing • Interactive director • Creative director • Writer
    3. 3. Let’s Get Acquainted• Ed Tankersley • Google AdWords Qualified Individual
    4. 4. What is SEM?
    5. 5. Connect with potentialcustomers while they’re actively searching for your service!
    6. 6. Natural search (SEO)vs paid search (PPC)
    7. 7. SEO vs PPC• SEO helps you with your organic search rankings• PPC is a way to pay for position on the search results pages (and other websites, too)• PPC is not affected by what you do with SEO• SEO is not affected by what you do with PPC
    8. 8. What is SEO?• AKA Search Engine Optimization, Search Optimization• Improvements to your website – and related to your website – that improve your site’s ranking in search engines
    9. 9. Why Does SEO Matter?When someone does a search, they have communicated that they areinterested, motivated, and engaged
    10. 10. Why Does SEO Matter? 60% of consumers use the Internet as their first-line tool to search for local businessesSource: comScore 2007 Search Report
    11. 11. Why Does SEO Matter? 60% of those searchers go on to make a purchaseSource: comScore 2007 Search Report
    12. 12. Top 10 Rank is CriticalSource:
    13. 13. SEO:Optimizing Your Site
    14. 14. What is Google’s Purpose? To deliver useful, relevant results to their searchers
    15. 15. What determines your rank?• It’s all about relevant results for searchers• On-site factors, such as • Visible page content • Site structure • Page load time• Off-site factors, especially • In-bound links
    16. 16. Optimizing is a 5-Step Process1. Keyword research2. Site updates3. Submit to search engines and directories4. Build links5. Measure and adjust
    17. 17. Step 1: Keyword ResearchKeyword – A word or series of words that a searcher types into the search box
    18. 18. Step 1: Keyword Research• Generate a seed list • Ask your customers • Ask your front-line employees • Look at analytics or server logs• Use tools to expand your list• Evaluate and rank your keywords by • High search volume • High relevance • Low competition
    19. 19. Sample Seed List1. Hotel2. Inn3. Family Hotel4. Luxury Hotel5. Pet Friendly Hotel6. Hotel Deals7. Flagstaff Hotel8. Northern Arizona Hotel9. Hotel Reviews10. Hotel Ratings
    20. 20. Evaluate Search Volume• Get search volume estimates • Google Keyword Tool • ternal • Wordtracker • • Keyword Discovery •
    21. 21. Evaluate RelevanceAre the people who search for that keyword likely to be buyers?
    22. 22. Evaluate Relevance• The more precise the search, the closer they are to buying: • Hotels • Flagstaff hotels • Flagstaff hotel reviews • Pet friendly flagstaff hotel • Pet friendly flagstaff hotel downtown
    23. 23. Evaluate Competition• You can’t be number 1 for everything• Use long tail keywords
    24. 24. Select Your Keywords• Start with a manageable number – 10-20 – these are your Target Keywords• Match the Target Keywords to relevant pages of your site• One keyword per page
    25. 25. Step 2: Optimize Your Site• Focus on content• Fix the major problems• Get help with the tougher things
    26. 26. Content – Visible• Text• Domain name• Page title• URL• Headings – H1, H2, H3• Internal links
    27. 27. Content – Hidden• Description• Image alt tags• Keywords
    28. 28. Structure• Separation of content and presentation• Important stuff first• Text-based navigation
    29. 29. Don’t build your site in Flash!
    30. 30. Other On-Site Factors• Content is kept current• Site map• Custom error page• Robots.txt
    31. 31. Off-Site Factors• Inbound links • Domain authority • Quality of anchor text Bad Better
    32. 32. Step 3: Submit Your Site• Search Engines • Google • Bing• Directories • Yahoo • Open Directory ( • JoeAnt •
    33. 33. Step 4: Link Building• Blogs• Forums• Press Releases• Don’t buy links• Don’t bother with link exchanges• Most social media sites use “nofollow” tags so they don’t help your site get better ranking
    34. 34. Step 5: Measure• Google Analytics • Referrers • Search terms• Authority Labs • Position monitoring
    35. 35. Adjust• Getting to the top takes time• SEO never stops• Give it a few months to see results• Adjust and refine regularly based on what you measure
    36. 36. Is SEO Free?• keyword research• content generation• site updates• tracking• link-building• also consider visitor intent – typically higher with a well-executed PPC ad
    37. 37. Resources••••
    38. 38. What is AdWords?• AdWords is Google’s paid search advertising program• Paid search is also known as pay- per-click or PPC• PPC is one component of SEM
    39. 39. AdWords Essentials• Benefits of AdWords • Reach • Targeting • Flexibility • Measurability
    40. 40. AdWords Essentials• AdWords is an auction• The higher you bid, the higher your ads appear (generally)
    41. 41. AdWords Essentials• You pay only when someone clicks on your ad• Hence, pay-per-click• There is no minimum budget requirement• Spend as much or as little as works for you
    42. 42. AdWords Essentials• Your bid price for a given position is determined by competition AND your Quality Score• With a good Quality Score, you could rank higher than a competitor for a lower bid price
    43. 43. AdWords Essentials• Your Quality Score is determined by • The relevance of your ad • The relevance of your landing page • Your clickthrough rate • Other mysterious factors
    44. 44. AdWords Essentials• AdWords comprises: • Search Network • Google search • Search partners (AOL, Earthlink) • Display Network • Hundreds of thousands of websites
    45. 45. The Lowdownon Keywords
    46. 46. Keyword Research• Generate a seed list • Ask your customers • Ask your front-line employees • Look at analytics or server logs• Use tools to expand your list• Evaluate and rank your keywords by • High search volume • High relevance • Low competition
    47. 47. Select Your Keywords• Arrange keywords into closely related groups • Location • Room amenities • Promotions • Nearby attractions
    48. 48. Hands-On Create a Keyword List• Write a seed list across the top• Write similar keywords below each seed word to create groups
    49. 49. The Lowdown on Keywords• Use negative keywords to tell AdWords what searches are not relevant to your business
    50. 50. The Lowdown on Keywords• Put your most popular keywords in their own group• Put lots of keywords in your campaign• Add new keywords regularly
    51. 51. Your Secret Advantage –Irresistible Ads
    52. 52. Your Secret Advantage – Irresistible AdsThe purpose of your ad is to get people to click on your ad!
    53. 53. Your Secret Advantage – Irresistible Ads People don’t need a drill… …they need a hole. Sell your benefits!
    54. 54. Your Secret Advantage – Irresistible Ads < Benefits < Features
    55. 55. Explore Your Benefits• Create a list of features• Extend those to benefits• Add emotional promise if you can
    56. 56. Your Secret Advantage – Irresistible Ads• Include a call to action and make it specific• Bad: Click here.• Better: Learn about our hotel.• Best: Book online. Buy now. Reserve your spot. Get yours today.
    57. 57. Your Secret Advantage – Irresistible Ads• Include a call to action and make it specific
    58. 58. Your Secret Advantage – Irresistible Ads• Put your price in your ad
    59. 59. Your Secret Advantage – Irresistible Ads Spy on your competitors, then differentiate
    60. 60. Your Secret Advantage – Irresistible Ads• Write two ads and let them battle
    61. 61. What Can You Test?• Headlines• Offers• Features• Benefits• Appeal/Promise• URLs• Capitalization
    62. 62. Your Secret Advantage – Irresistible Ads• Use your top keyword in your ad headline
    63. 63. Optimize Your AdGroups for Success
    64. 64. Organize Your Ad Groups for Success• Create tightly focused ad groups• One feature or promotion per ad group, for example
    65. 65. Bonus Tipsfor Insiders Only
    66. 66. Ad Extensions Supercharge Your PPC Ads
    67. 67. Create a separate campaign for your branded keywords • Company name • Website • Variations • Keeps these top performers from skewing your other metrics
    68. 68. Ad Scheduling• Test Ad Scheduling to run your ads during those hours when you want to answer the phone
    69. 69. Be Patient• Don’t make changes too frequently• Allow enough time to observe relevant trends
    70. 70. Be a Hoarder• Don’t delete ads• Pause and replace• Review old underperforming ads for new ideas
    71. 71. Bookmark These••• – advanced tutorials• ToolExternal – keyword tool
    72. 72. Questions? Effusive Praise?• Ed Tankersley••• 602-361-2001