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Search Engine Marketing Strategies for Hotels - Hummingbird, Schema's, authorship and more

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A case study for the HSMAI Digital Marketing Strategy Conference 2014

A case study for the HSMAI Digital Marketing Strategy Conference 2014

Published in: Marketing

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  • 1. www.milestoneinternet.com @milestonemktg @benuaggarwal blog.milestoneinternet.com Search Engine Marketing Strategies for hotels – Hummingbird, Schema’s, authorship, and more. Benu Aggarwal benu@milestoneinternet.com www.milestoneinternet.com http://blog.milestoneinternet.com http://twitter.com/milestonemktg http://www.facebook.com/milestoneinc
  • 2. www.milestoneinternet.com @milestonemktg @benuaggarwal blog.milestoneinternet.com 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
  • 3. www.milestoneinternet.com @milestonemktg @benuaggarwal blog.milestoneinternet.com Things We Will Review Conversational Content Hummingbird Update Schemas
  • 4. www.milestoneinternet.com @milestonemktg @benuaggarwal 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
  • 5. www.milestoneinternet.com @milestonemktg @benuaggarwal 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
  • 6. www.milestoneinternet.com @milestonemktg @benuaggarwal blog.milestoneinternet.com Geo-Local Vertically Focused Socially Relevant SEARCH RESULTS Evolution of Content Marketing Thin content / duplicate content Bad links / Keyword stuffing (Conversational Content) PANDA PENGUIN HUMMINGBIRD Tactics Strategy Schemas Index Social Links / Citations Voice search Google glass Voice recognition
  • 7. www.milestoneinternet.com @milestonemktg @benuaggarwal blog.milestoneinternet.com Geo-Local Vertically Focused Socially Relevant SEARCH RESULTS Evolution of Content Marketing Thin content / duplicate content Bad links / Keyword stuffing (Conversational Content) PANDA PENGUIN HUMMINGBIRD Tactics Strategy Schemas Index Social Links / Citations Voice search Google glass Voice recognition
  • 8. www.milestoneinternet.com @milestonemktg @benuaggarwal blog.milestoneinternet.com Geo-Local Vertically Focused Socially Relevant SEARCH RESULTS Evolution of Content Marketing Thin content / duplicate content Bad links / Keyword stuffing (Conversational Content) PANDA PENGUIN HUMMINGBIRD Tactics Strategy Schemas Index Social Links / Citations Voice search Google glass Voice recognition
  • 9. www.milestoneinternet.com @milestonemktg @benuaggarwal blog.milestoneinternet.com Website Content – Ready for Hummingbird Hummingbird Before 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
  • 10. www.milestoneinternet.com @milestonemktg @benuaggarwal blog.milestoneinternet.com Relevant Content Pushes Higher Conversions Content goals: communicate, engage, and compel Use Foursquare tips in website content Relevant
  • 11. www.milestoneinternet.com @milestonemktg @benuaggarwal blog.milestoneinternet.com Relevant Content Pushes Higher Conversions Content goals: communicate, engage, and compel Use Foursquare tips in website content Relevant
  • 12. www.milestoneinternet.com @milestonemktg @benuaggarwal blog.milestoneinternet.com 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
  • 13. www.milestoneinternet.com @milestonemktg @benuaggarwal blog.milestoneinternet.com Internet Use Today
  • 14. www.milestoneinternet.com @milestonemktg @benuaggarwal blog.milestoneinternet.com Impact of Social on Search
  • 15. www.milestoneinternet.com @milestonemktg @benuaggarwal blog.milestoneinternet.com 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]
  • 16. www.milestoneinternet.com @milestonemktg @benuaggarwal blog.milestoneinternet.com Schema Hypertree
  • 17. www.milestoneinternet.com @milestonemktg @benuaggarwal blog.milestoneinternet.com Case Study – Background •  Existing hotel wanted more traffic •  Needed to build a new online strategy •  Give Google and users what they want
  • 18. www.milestoneinternet.com @milestonemktg @benuaggarwal blog.milestoneinternet.com 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
  • 19. www.milestoneinternet.com @milestonemktg @benuaggarwal blog.milestoneinternet.com Case Study – Google Webmaster Indexed Pages Jumps Site live – March 19, 2013
  • 20. www.milestoneinternet.com @milestonemktg @benuaggarwal blog.milestoneinternet.com Key 2014 Digital Marketing Take Aways Search is more conversational & personal User experience Social engagement Content with schemas
  • 21. www.milestoneinternet.com @milestonemktg @benuaggarwal blog.milestoneinternet.com Thank You Questions? Benu Aggarwal benu@milestoneinternet.com www.milestoneinternet.com blog.milestoneinternet.com http://twitter.com/milestonemktg http://www.facebook.com/Milestoneinc