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

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