ReviewPro Guide for Hotels - Optimize Hotel Website Performance With Reviews and UGC
 

ReviewPro Guide for Hotels - Optimize Hotel Website Performance With Reviews and UGC

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This guide explains recent changes to search engine algorithms and consumer behavior that guide current best practices in hotel website optimization. It will outline several practical steps you can take to increase direct sales with user-generated content, and provide examples of hotels that are doing this well.

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  • Can reduce your workloadProvides a customer perspectiveContains words and phrases customers use (and search for)Can result in greater depth of information Has the potential to increase brand loyaltyLess work for you – others create your web contentPotential to increase brand loyalty: active participation in content production can create a sense of ownership.Greater depth of information – there’s a reason Wikipedia is over 25 times larger than the Encyclopedia Britannica; everyone working together can create more content than any one individual organization. A wide range of information is essential for reaching the long tail of niche web searches.Guest’s perspective: travel planners would rather hear from other guests than from marketers like us.Increased search visibility: Neislen Buzz Metrics reports 26% of all search results link to user-created content.Free & candid market research: guests will be freely talking about what they like and don’t like – without interruptive surveys or focus groups.
  • The new functionality will display personalized results based on someone’s social network – such as links or content that friends have Liked. When a person’s friends have not shared any content related to a search, Bing will prioritize content that is popular with the Facebook community at large.
  • Live demo: http://www.pueblobonito.com/guest-reviews.aspx
  • Sunriver Resort in Oregon is trying to position themselves as a family-friendly resort getaway, and they use UGC to help re-enforce this branding. By using actual guest photos sent in by their customers, it’s a far more realistic sales message than if they used stock photography.
  • Sunriver Resort in Oregon is trying to position themselves as a family-friendly resort getaway, and they use UGC to help re-enforce this branding. By using actual guest photos sent in by their customers, it’s a far more realistic sales message than if they used stock photography.
  • Traits of highly effective guestsourcingA plan and organizational culture of actively encouraging guests to produce contentProviding resources and access to produce the contentExplaining a way to organize content uploaded to the internet (hashtags, etc)Creating a central access point for others to access the content (on your site or Flickr group)Developing sharing mechanisms to distribute the content

ReviewPro Guide for Hotels - Optimize Hotel Website Performance With Reviews and UGC ReviewPro Guide for Hotels - Optimize Hotel Website Performance With Reviews and UGC Presentation Transcript

  • Optimizing Your Website With Online Reviews
    June 2011
  • Seminar Agenda
    2
    Today, we’ll discuss:
    The primary benefits of using guest reviews on your website
    Using guest reviews and user-generated content (UGC) for search engine optimization
    Using guest reviews and user-generated content (UGC) to increase direct sales
    Where to place reviews and UGC on your website for maximum sales and SEO impact
    Designing your website to encourage more online guest reviews
    Tying it all together: an action plan for your website
    Optimizing Your Website With Online Reviews
  • General Benefits of Reviews and User-Generated Content (UGC)
    3
    Can reduce your workload
    Provides a customer perspective
    Contains words and phrases customers use (and search for)
    Can result in greater depth of information
    Has the potential to increase brand loyalty
    Optimizing Your Website With Online Reviews
    View slide
  • Specific Benefits of Guest Reviews On Your Website
    4
    For many hotels, direct sales are the most profitable. Guest reviews can help your hotels achieve more direct sales two ways:
    Indirectly: by increasing rankings in search engines, bringing more traffic to your website
    Directly: by increasing sales conversion rates by increasing consumer confidence
    Optimizing Your Website With Online Reviews
    View slide
  • Reviews and UGC for Search Engine Optimization
    5
    For a long time, the key benefits of reviews and UGC was that it provided fresh content. Now, major search engines take reviews into account for their ranking algorithms.
    Why are search rankings important?
    “The average travel purchase online involves over 50 unique search queries and 2.5 hours of research time” [Google at EyeforTravel conference, May 2011]
    Each of these searches is an opportunity to introduce your brand….if people see you.
    The top result on a search page gets clicked 42% of the time
    The top 3 results get 79% of the total clicks
    The top 5 results get 88% of clicks
    Only 3% of searchers go beyond the first page of results pages
    Placement in search results plays a huge role in how much website traffic your hotels receive!
    Optimizing Your Website With Online Reviews
  • Reviews and UGC for SEO: Bing
    6
    Bing recently integrated Facebook reviews and mentions into their search results:
    “Not only [will you] see the individual pages or stories your friends like, but the overall sites they like related to the topic you’re searching for.”
    Optimizing Your Website With Online Reviews
  • Reviews and UGC for SEO: Google
    7
    Google prioritizes reviews in their rankings – especially for local business. Patent filings:
    “One factor may relate to the numeric scores of the reviews (e.g., how many stars or thumbs up/down). Another factor might relate to some function (e.g., an average) of all the scores of the reviews. Yet another factor might relate to the type of document containing the review (e.g., a restaurant blog, Zagat.com, Citysearch, or Michelin). A further factor might relate to the types of language used in the reviews (e.g., noisy, friendly, dirty, best). Another factor might be derived from user logs, such as what businesses users frequently click on to get detailed information and/or for what businesses they obtain driving directions.”
    Basically:
    the quality (what score)and quantity of your reviews,
    how many websites contain customer reviews,
    and the sentiment behind the customer reviews
    ...all play an important role in increasing search
    engine visibility.
    Optimizing Your Website With Online Reviews
  • Reviews for Increasing Direct Sales
    8
    25-40% of people who leave a hotel website do so to read online reviews. Publishing reviews directly on your hotel website can cut down on this loss of traffic.
    Increasing consumer confidence is another key factor in encouraging more direct sales, and placing reviews on your website also plays a key role in this.
    Increasing customer confidence is particularly important for small and independent hotels that may not have the nation-wide recognition of a large chain brand.
    Optimizing Your Website With Online Reviews
    World Travel Market
  • The ReviewPro Quality Seal
    9
    The ReviewPro Quality Seal was designed specifically to increase direct sales.
    It’s a little widget that sits on your site, aggregating reviews from over 70 sources, and displays your overall guest satisfaction score according to the Global Review IndexTM.
    Optimizing Your Website With Online Reviews
  • Publishing Reviews Directly
    10
    ReviewPro Advanced users can publish reviews directly to their site:
    Optimizing Your Website With Online Reviews
  • Publishing Reviews Directly
    11
    ReviewPro Advanced users can publish reviews directly to their site:
    Optimizing Your Website With Online Reviews
  • Putting Rich Media UGC On Your Site
    12
    If you have other forms of reviews from guests, upload it as well!
    Hotel SO uploads photos of their guestbook to the web:
    Optimizing Your Website With Online Reviews
  • Example: Seven Hotel
    13
    Optimizing Your Website With Online Reviews
  • Where Should You Put Reviews and UGC On Your Site?
    14
    Where do you need to engage people
    and build credibility?
    Optimizing Your Website With Online Reviews
  • Example: Pueblo Bonito Resorts
    15
    Optimizing Your Website With Online Reviews
  • Example: Fierro Hotel
    16
    Optimizing Your Website With Online Reviews
  • Example: Sunriver Resort
    17
    Optimizing Your Website With Online Reviews
  • Example: Sunriver Resort
    18
    Optimizing Your Website With Online Reviews
  • Designing Your Landing Pages To Encourage More Reviews
    19
    Landing pages provide the opportunity to communicate a clear message with little distraction.
    Two major types of landing pages that will help you encourage more reviews & UGC:
    “Review us” landing pages
    Post-transaction landing pages
    Optimizing Your Website With Online Reviews
  • Review Us Landing Pages
    20
    Consider creating pages that link directly to each of the major review sites.
    Optimizing Your Website With Online Reviews
  • Post-Transaction Landing Pages
    21
    Optimizing Your Website With Online Reviews
  • Key Points To Remember About UGC
    22
    The next time you receive positive feedback, ask the guest to share that experience online.
    But remember - Communicate what they have to gain from the process:
    It allows them to share experiences with friends and family.
    It helps other travelers.
    It builds their own social profile.
    Establish mechanisms to organize it all:
    To organize uploads (tags and hashtags)
    To centralize access (Flickr, Facebook groups)
    To share the content (website section, blog, etc)
    Optimizing Your Website With Online Reviews
  • Internationalize The Reviews and UGC
    23
    Optimizing Your Website With Online Reviews
  • Test, Test, Test
    24
    As with any website optimization program, you must rigorously test for results:
    Time on site
    Bounce rates
    Page exit rates
    Sales conversion rates
    Most importantly, setup A/B split tests to test everything and identify improvement opportunities in real time.
    Optimizing Your Website With Online Reviews
  • To Recap…
    25
    The primary benefits of using guest reviews on your website
    Indirectly: by increasing rankings in search engines, bringing more traffic to your website
    Directly: by increasing sales conversion rates by increasing consumer confidence
    Using guest reviews and user-generated content (UGC) for search engine optimization
    Search engines increasingly integrating online reviews
    Placement is important: 55+ search queries happen; 79% of clicks on top 3 results
    Using guest reviews and user-generated content (UGC) to increase direct sales
    Up to 40% of people who leave your site do so to read guest reviews
    Increase consumer confidence by publishing reviews
    Where to place reviews and UGC on your website for maximum sales and SEO impact
    Where do you need to increase confidence?
    All pages, one section, or off-site?
    Designing your website to encourage more online guest reviews
    “Review hub” with links to review sites
    Post-transaction landing pages
    Optimizing Your Website With Online Reviews
  • Any Questions?
    26
    Any questions about using ReviewPro to optimize your online reputation?
    Ask us any question, any time:
    info@reviewpro.com
    Twitter: @ReviewPro
    Watch our blog for more ideas, interviews, and case studies:
    http://www.ReviewPro.com/blog
    Optimizing Your Website With Online Reviews