TIG Global: Up Close with Google Place Pages (Brian Fitzgerald) March 2011Presentation 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
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 email@example.com @bpfitzgerald