This document is a summary of a webinar about search engine optimization. It provides contact information for technical support and introduces the speakers: Darlene Rondeau from Leonardo, Alicia Whalen from Hashtagio.com, and Percy Amaria from Scott's Inn and Restaurant. The webinar covered topics like how search engines work, the importance of mobile optimization and local SEO, managing social media and reviews. Percy Amaria discusses the challenges their inn faced and how implementing SEO strategies helped increase direct bookings and walk-in traffic. The webinar encouraged attendees to focus on content, accessibility, and relevance to improve search engine rankings.
7. Key is how well your content aligns with a user’s
query
Google changes its search algorithm around
500–600 times per year
93% of online experiences begin with a search
engine
If there’s no content, there’s nothing to index and
therefore no opportunity to be seen on search
engine results pages, let alone the first page
You know your hotel, what attracts guests to stay
with them, you can write that story better than
anyone else
Search Engine Optimization Isn't Hocus Pocus,
Source – Google Think Travel, 2015
#LeoWebinar
8. 1. Accessibility: How easy is it to find your website and index it?
2. Relevance and Usability: How well does the page/content align
with the consumers' query?
What Search Engines Rely Upon
#LeoWebinar
10. Hoteliers should focus on content on their websites that is optimized
for in-destination mobile searches
Google Places optimization and Google Reviews will impact your
Search Engine Rankings – critical for Mobile Optimization
Having a website that is Mobile optimized will impact search results
(factors including usability, download time will impact SEO)
“Social Signals” have become more important in determining your
property search ranking
What’s Changed for Search Engines and
Consumer Search Behaviour
#LeoWebinar
11. Mobile Search
43% of Travel Buyers are accessing
Search in the middle of the buying
cycle:
Local search and mobile visibility
is more important than ever before
New Rules of Search Engine Optimization
#LeoWebinar
Source – Google Think Travel, 2015
12. Optimize your website pages for your restaurant, spa, onsite retail
Build the customer relationship while they are in-destination, and
continue the conversation to encourage a positive post visit review or
post to social media
Mobile queries per user originating from a Hotel (in destination)
have grown by 49% since 2014
New Rules of Search Engine Optimization
#LeoWebinar
Source – Google Think Travel, 2015
13. It’s more important
than ever for
properties to have a
Hotel Google
Business listing
Positive Google
reviews will also
have an impact on
your local search
results
Google My Business Listings a Must
#LeoWebinar
14. What is a Social Signal?
Likes on a Facebook page – This tells both the social network as well
as Google that your brand is gaining popularity
Shares, Likes, & Comments on content published on Facebook Page
– It’s not enough to just have a page, you must publish engaging
content for your followers with links back to relevant pages on the
website
Social Media and its impact on SEO
#LeoWebinar
15. What is a Social Signal?
Authority Of The Person Tweeting Your URL – Tweets and mentions
must come from active Twitter handles, they hold no authority as a
share if they don’t
Likes, shares, retweets, +1’s, repins, on any page or post you make
on a social network can all be a “social signal” to show search
engines that your content is relevant and engaging
Social Media and its impact on SEO
#LeoWebinar
16. Tips to Increasing Your Social Shares
Source – Quicksprout.com
#LeoWebinar
17. Make sure you verify your website in the Google and Bing Search Console to see what
keywords are driving Organic search traffic, how you index for keywords.
Measuring Success and Indexing
in Search Beyond Your Hotel Name
#LeoWebinar
19. Inn and restaurant in Kamloops, BC, Canada
52-room family-run property for over 30 years
Scott’s Inn and Restaurant
#LeoWebinar
20. Goal was to take control of digital marketing and online
distribution
Specifically, we wanted to increase direct bookings and walk in
traffic
Local web developer and designer was expensive and time
consuming
Too much time making changes and to slow to update – taking
me away from operations and service
Vizlly offered us a full website marketing platform that is easy to
use, is SEO friendly and gives me the tools to get things done
Top Marketing Challenges
#LeoWebinar
21. Photos and reviews are the key to telling the hotel story
Positive reviews in TripAdvisor and Google Reviews, as
well as in social media have a positive affect on our direct
bookings and revenue
Photos are important, and content that speaks to the
customer no matter what device they are using to find us
A mobile website allows us to target our information to a
guest that is looking for property photos, a phone number
or directions quickly
Visual and Local Storytelling Impacts Search Results
#LeoWebinar
22. Our strategy is about consistency: Create a
compelling story on the website, be found in the
search engines for key drivers of business, and tell
stories in social media
Having a website designed with SEO best practices
in mind helped us achieve results quickly. Plug and
play solution was key
Optimizing our Google Business listing, and having
a Mobile optimized version of the website helped us
to appear in local searches, and has resulted in
more walk in traffic
Leverage Facebook to promote the property – well
known by locals for the restaurant
SoMo and SEO
#LeoWebinar
24. Manage reviews in
TripAdvisor and in Google
reviews
Local SEO
#LeoWebinar
25. We learned we needed a website that:
o Was easy to update
o Had a mobile version
o Simple to manage so that we could focus on customer service
Now that our website can be found in search and is engaging to
consumers
o We have decreased our reliance on expensive OTA’s
o Allowed us to compete against larger branded properties in the area
We can now leverage our social media channels and website to
highlight involvement in the local community
o Showcase our reputation as a “Local Favorite”
Progress and Learnings Along the Way
#LeoWebinar
26. Start with a website:
o That is easy to build and update
o Has the required support to ensure you can concentrate on what you do best
Concentrate on:
o SEO best practices
o Claim and update your Google Local places page
o Manage the Google reviews
Our positive reviews impact both ADR and our search ranking. We have seen a 50% increase in direct and walk in
business since we launched the new website
“I used to get nervous about occupancy, but now I can focus on operations and service knowing
that we are positioned well in the online marketplace”
Be patient
o Implementing a best practice website with a strong focus on SEO will work
o We have seen in a 2% increase in RevPar year over year since launching our new website
Don’t forget to stay social
o Manage your reviews and share your stories
o Update your images
o ….And most importantly focus on the customer, that is the key to success in a connected world
SEO Advice for Other Hoteliers
#LeoWebinar
Christian – used this Facebook logo as a placeholder, please update
I don't have the skills and/or knowledge to manage it
Not sure how to improve my rankings
Don't have the budget to invest in making it better
Don't understand why local content helps my page results
Local search and mobile visibility is more important than ever before, which is why Google ranks websites that are optimized for a good mobile experience high in search results. Having a website that is a positive user experience on a mobile device may affect not only your search ranking, but your ability to connect with your customer while in destination.
Why? Because more consumers are searching mobile devices such as tablets and phones, and they are searching beyond the point of purchase. Optimize your website for other services like restaurants, on-site attractions or retail, spa – and your proximity to local attractions.
Ensuring that your Google my Business listing is live and optimized is critical – especially with the demise of Google+ Read more about the changes to SEO after the demise of Google+ on the Leonardo Blog http://blog.leonardo.com/the-downfall-of-google-and-what-it-means-for-local-seo/
For hotels, Facebook seems to be the best performing social media channel – and the easiest to manage links back to property pages. Ensure that you are linking back to relevant pages – not simply to the home page or booking page.
For hotels, Facebook seems to be the best performing social media channel – and the easiest to manage links back to property pages. Ensure that you are linking back to relevant pages – not simply to the home page or booking page.
Most importantly, make sure to link some of your shares to relevant places on your website, or landing pages.
Also important is to look at your Device Source traffic to see how your website is performing with users on tablets and mobile phones. Adjust if performance is lower than the PC. Watch “Social Signals” and determine best referring social networks – Facebook is usually a high performer for hotels.
Christian – used this Facebook logo as a placeholder, please update
Having a website that told our story, and could be found in search has let us focus on driving new customers via positive reviews, relevant updated content posted to our social channels and to the website, and good customer service.
Google Local Listing – optimize with keywords, photos and make sure your map pin is correct.
Optimizing our Google Business listing, and having a Mobile optimized version of the website helped us to appear in local searches, and has resulted in more walk in traffic.
Christian – please insert a Facebook logo for Percy’s social media