SMX West Conference 2011: TIG Global Presentation: Up Close With Google Place Pages from Brian Fitzgerald
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SMX West Conference 2011: TIG Global Presentation: Up Close With Google Place Pages from Brian Fitzgerald

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Brian Fitzgerald is the Director of Search and Social Marketing for TIG Global, a leading interactive marketing agency based in Washington, DC and specializing in the hospitality space. To view the ...

Brian Fitzgerald is the Director of Search and Social Marketing for TIG Global, a leading interactive marketing agency based in Washington, DC and specializing in the hospitality space. To view the presentation of these slides, along with additional SEO an online marketing tips, please visit http://blog.tigglobal.com.

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SMX West Conference 2011: TIG Global Presentation: Up Close With Google Place Pages from Brian Fitzgerald SMX West Conference 2011: TIG Global Presentation: Up Close With Google Place Pages from Brian Fitzgerald Presentation Transcript

  • Up Close With Google Place Pages
    March 8, 2011
  • About
    MICROS | TIG Global
    Global leader in hospitality hardware and software
    100,000+ restaurants and 25,000+ hotels
    Acquired TIG Global and Fry.com in 2010 to grow eCommerce offerings
    Brian Fitzgerald
    Director, SEO and Social Media
    10+ years experience in hospitality industry
  • Hotels and Restaurants Rely More Heavily on Local Search
  • Google Place Search
    Opportunities to click to Google Place Pages
    Opportunities to click to third parties
  • Hypothesis, Analysis and Caveats
    Hypothesis
    Place Search impacted a searcher’s ability to get directly to a website by offering more options to Google Place pages and third party sites
    Analysis
    Looked at referring data for 250 hotel and restaurant websites
    Roughly 90% hotels and 10% restaurants
    Compared two time periods (removed the week Place Search launched)
    11/1/2009 – 10/22/2010
    11/1/2010 – 1/31/2011
  • High Level Findings – Before Place Search
  • High Level Findings – After Place Search
  • High Level Findings – % Change
  • Breakdown for Google Places
  • Breakdown for TripAdvisor
  • Restaurants
    Restaurants saw a higher than average increase in Google Places referrals
  • International
    International businesses saw a decrease in Google Places referrals
  • Top 10 Highest Changes
  • Doubletree Florida
  • Conclusions, Beliefs
    Did Place Search Impact Your Business?
    The always inconclusive… “It Depends”
    It likely depends on:
    How was your local search optimization before Place Search?
    How was your natural/organic search optimization before Place Search?
    How reliant are you on Google and third parties for traffic?
    What type of business are you?
  • Place Page Details
  • Google and Hotel Rates
    Introduces rate comparison at an early point in the researching/shopping phase
    Presents risk of commoditization
  • Rates and rate checking showing on Place Pages as well
    Presents inventory control and management issues
  • How does this relate to you and your business?
    Intermediated businesses as most at risk
    Does someone other than you control your product or service?
  • Where can Google send people other than your website?
  • Where can Google send people other than your website?
    Google Shopping
    Google’s Boutiques.com
  • Questions, Comments, Feedback
    MICROS | TIG Global
    blog.tigglobal.com
    @tigglobal
    Brian Fitzgerald
    bfitzgerald@tigglobal.com
    @bpfitzgerald