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The State of SEO

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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!

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The State of SEO

  1. 1. THE STATE OF SEO Liz Day 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210
  2. 2. SUMMARY 1 of 31 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. 3. ABOUT ME 2 of 31 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. 4. ABOUT REZSTREAM 3 of 31 www.rezstream.com • 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
  5. 5. 4 of 31 www.rezstream.com 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 GOOGLE UPDATES
  6. 6. GOOGLE UPDATES 5 of 31 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. 7. GOOGLE UPDATES 6 of 31 www.rezstream.com 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210
  8. 8. GOOGLE UPDATES 7 of 31 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. 9. GOOGLE UPDATES 8 of 31 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. 10. GOOGLE UPDATES 9 of 31 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. 11. GOOGLE UPDATES 10 of 31 www.rezstream.com 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. 12. GOOGLE UPDATES 11 of 31 www.rezstream.com 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. 13. GOOGLE UPDATES 12 of 31 www.rezstream.com 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. 14. GOOGLE UPDATES 13 of 31 www.rezstream.com 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 HUMMINGBIRD UPDATE (Inititally launched in August 2013)
  15. 15. 14 of 31 www.rezstream.com 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 BEST PRACTICES
  16. 16. LINKING| BEST PRACTICES 15 of 31 www.rezstream.com • 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. 17. TITLE TAG| BEST PRACTICES 16 of 31 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. 18. TITLE TAG| BEST PRACTICES 17 of 31 www.rezstream.com 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. 19. TITLE TAG| BEST PRACTICES 18 of 31 www.rezstream.com • 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. 20. CONTENT| BEST PRACTICES 19 of 31 www.rezstream.com 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. 21. CONTENT| BEST PRACTICES 20 of 31 www.rezstream.com • 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. 22. CONTENT| BEST PRACTICES 21 of 31 www.rezstream.com 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210
  23. 23. SCHEMA| BEST PRACTICES 22 of 31 www.rezstream.com 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. 24. SCHEMA| BEST PRACTICES 23 of 31 www.rezstream.com 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. 25. SCHEMA| BEST PRACTICES 24 of 31 www.rezstream.com 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. 26. GOOGLE+| BEST PRACTICES 25 of 31 www.rezstream.com 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. 27. GOOGLE+| BEST PRACTICES 26 of 31 www.rezstream.com • 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. 28. MOBILE| BEST PRACTICES 27 of 31 www.rezstream.com 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
  29. 29. 28 of 31 www.rezstream.com 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. 30. CONCLUSION 29 of 31 www.rezstream.com • 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. 31. CONCLUSION 30 of 31 www.rezstream.com 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. 32. CONCLUSION 31 of 31 www.rezstream.com 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. 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

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