TIG Global: Up Close with Google Place Pages (Brian Fitzgerald) March 2011

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TIG Global: Up Close with Google Place Pages (Brian Fitzgerald) March 2011

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

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