Have you heard about Panda, Penguin and Hummingbird? Although they're funny sounding, find out why they're so important to your property's SEO strategy in Google's search engine. Join RezStream to learn more about these Google updates and what you should be doing now to maximize your Search Engine presence!

1. THE STATE OF SEO
Liz Day
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210

2. SUMMARY
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www.rezstream.com
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210
• About me
• Google updates
• Panda
• Penguin
• Hummingbird
• Best practices
• Conclusion
• FREE MARKETING ANALYSIS

3. ABOUT ME
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www.rezstream.com
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210
• Liz Day
• Digital Marketing Account Manager at RezStream
• Pacific Palms Resort Account Manager
• California born, Illinois raised and Colorado
transplant
• Dog enthusiast, not yet owner
• Oldest of 5 kids

4. ABOUT REZSTREAM
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• RezStream has been providing solutions to the hospitality industry since
the company was founded in 2005.
• Located in Denver, Colorado
• 21 employees
• Majority of our clients are independently owned properties.
• Attending CHLA since 2010
• RezStream’s hospitality solutions include:
• Reservation Software
• Online Booking Engine
• Website Design Services
• Digital Marketing Services
• Other Services Include GDS, Photography & Videography
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210

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www.rezstream.com
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210
GOOGLE UPDATES

6. GOOGLE UPDATES
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www.rezstream.com
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210
What is SEO?
Search Engine Optimization (SEO) is the practice of improving and promoting a
website in order to increase the site’s organic exposure in the search engines.
If your site cannot be found by search engines, i.e. Google, Bing and Yahoo!, or your
content cannot be put into their databases, you miss out on incredible
opportunities available provided by the search engines.

7. GOOGLE UPDATES
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www.rezstream.com
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210

8. GOOGLE UPDATES
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www.rezstream.com
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210
How does Google and the other search engines determine my search results?
Search engines like Google craft mathematical equations – algorithms – to
determine quality website pages from poor quality website pages. From
there, Google ranks the quality pages based on the algorithm.

9. GOOGLE UPDATES
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www.rezstream.com
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210
Each year, Google updates
its search algorithm around
500-600 times.

10. GOOGLE UPDATES
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www.rezstream.com
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210
Why does Google and the other search engines make algorithm updates?
To provide users with high quality, relevant information.

11. GOOGLE UPDATES
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Panda updates are generally focused around the content on your website.
The algorithm determines quality content, internal linking and any signs of
content spam.
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210
PANDA UPDATE (Inititally launched in February 2011)

12. GOOGLE UPDATES
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PENGUIN UPDATE (Inititally launched in April 2012)
Penguin algorithm updates have been solely focused on unnatural inbound
links to your website from third party sites. Google has made it very clear
they want sites to have natural quality links versus a large quantity of links
that are irrelevant to the websites’ industry.
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210

13. GOOGLE UPDATES
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This particular update uses “Hummingbird” because it is “precise and fast”.
Think of Hummingbird as pulling all the algorithms together
(Panda, Penguin, Phantom) and returning results that have good
PageRank, relevancy of links to the site, quality content on each
page, correct keyword usage and many other things.
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210
HUMMINGBIRD UPDATE (Inititally launched in August 2013)

14. GOOGLE UPDATES
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www.rezstream.com
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210
HUMMINGBIRD UPDATE (Inititally launched in August 2013)

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www.rezstream.com
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210
BEST PRACTICES

16. LINKING| BEST PRACTICES
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• Don’t go out and build links for the sake of building links
If you get the wrong links, Google will penalize you.
• Ensure all links are relevant, i.e. TripAdvisor
Links provide relevancy clues that are tremendously valuable for search
engines.
• Create a compelling reason for other sites to link to yours
The safest and most proven way to build quality, inbound links for your
website or blog is to create useful or entertaining content.
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210

17. TITLE TAG| BEST PRACTICES
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www.rezstream.com
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210
“If your webpage was a store on the side of a busy
highway, the title tag's job would be to capture
attention and get people in the door.” -Moz

18. TITLE TAG| BEST PRACTICES
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A great title tag can result in more clicks and more traffic to your site, while a
poorly crafted title can cause people to skip over your site and visit one of
your competitors.
• Keep title tags relevant to the page
• Keep title tags unique to each page
• Avoid keyword stuffing
• And …
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210

19. TITLE TAG| BEST PRACTICES
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• Keep title tags to 55 characters or less to display full title tag
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210
Google's search engine results page redesign increased the font size of title
tags.

20. CONTENT| BEST PRACTICES
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Content can be either visual, auditory, or written. It includes everything from
blog posts, articles, website pages, social media posts, infographics, photos
and video. RezStream recommends:
• Review your Google Analytics to identify poor quality pages on your
website and revise to reflect high quality content.
• Does this content help my users? If not, remove it from your site.
• How can you make your customers lives easier by solving a common
problem they face?
• Create an editorial calendar.
• Hire a professional to write your website’s content.
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210

21. CONTENT| BEST PRACTICES
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• Make sure each page features 150+ words to prevent getting penalized
for the page(s) being “too thin.”
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210

22. CONTENT| BEST PRACTICES
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3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210

23. SCHEMA| BEST PRACTICES
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Schema is a type of micro data that makes it easier for search engines to
parse and interpret the information on your web pages more effectively so
they can serve relevant results to users based on search queries, i.e. people,
food recipes, events and reviews.
Benefits of Schema include:
• Eye catching results
• Potential increase in clicks via search results
• Offer quality results to searchers
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210
“Pages with Schema.org integration rank better by an average of four positions compared to
pages without Schema.org markup.” -Searchmetrics

24. SCHEMA| BEST PRACTICES
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You can promote a variety of information utilizing Schema including:
• Packages and specials
• Contact information, i.e. Phone Number, Email Address
• Reviews
• Upcoming event
• Logo
• Interaction amount, i.e. 20 “likes”, 5 comments, 200 downloads
• And more …
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210

25. SCHEMA| BEST PRACTICES
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Schema can be added directly to the HTML code of a web page to provide
the searchers with additional information. RezStream recommends working
with your site developer to get various types of Schema added.
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210
“Less than 1 percent of websites have implemented Schema.org markup.” -Searchmetrics

26. GOOGLE+| BEST PRACTICES
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Google offers marketers the opportunity to interact with visitors
through many more touch points, including YouTube and directly in search
results. This means that for visitors who engage with you through Google+,
the potential traffic channels multiply.
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210
“The number of people who interact socially with any Google products on a monthly basis now
reportedly exceeds 500 million.” -USA Today

27. GOOGLE+| BEST PRACTICES
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• Include a “Tagline”, an engaging “Introduction”, offer all “Contact
Info”, link “Website” and take advantage of the “Links” section.
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210

28. MOBILE| BEST PRACTICES
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A responsive website allows visitors to access all pages and information
about the property. Offering an accessible website for every user on every
device is a must!
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210
“US mobile travel sales to increase 60% in 2014.” -eMarketer

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3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210
Google offers best practices when it comes to mobile-friendly websites.
Make sure to follow to prevent your site from being penalized.
“67% of the time when we're using a PC we're also using another device.” -Google
MOBILE| BEST PRACTICES

30. CONCLUSION
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• Be aware of Google’s search engine updates to maximize exposure
• Relevant linking and natural acquisition through content
• Revise title tags to reflect 55 characters or less
• Develop and promote engaging content for your customers
• Implement schema on website to beef up your site’s search engine
results
• Claim, verify, optimize and manage your property’s Google+ page
• Ensure your site is mobile-friendly
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210

31. CONCLUSION
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FREE MARKETING ANALYSIS:
www.RezStream.com/free-analysis
Identifies:
– How many pages on your website has Google indexed?
– Title tag best practices followed?
– Pages featuring a low amount of content?
– Linking issues present on your website?
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210

32. CONCLUSION
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FREE MARKETING ANALYSIS:
www.RezStream.com/free-analysis
Website: www.RezStream.com
Email: Sales@RezStream.com
Toll Free: 866.360.8210 ext. 1
Social Media:
– www.Facebook.com/RezStream
– www.Twitter.com/RezStream
– www.Plus.Google.com/+Rezstream
– www.RezStream.com/Blog
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210

33. www.rezstream.com
Image Credit:
451Heat.com
ArmstrongRE.com
CHLA.com
FineArtTips.com
ChameleOnWebServices.co.uk
MarketingEpic.com
MasterGoogle.com
ReviewsOnTech.com
Business2Community.com
Moz.com
CPCStrategy.com
LeanForward.com
SearchMuse.com
3801 E Florida Ave. Suite 800
Denver, CO 80210
Sales: 866-360-8210