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How to Rank #1 in Google Search Results

Hotel digital marketers want their hotels’ websites to be found on the first page of Google but getting there can be a challenge because Google is constantly changing its algorithm (meaning the criteria it uses to determine rankings) and hotel shoppers are getting smarter in the ways that they search.

There isn’t a silver bullet to skyrocket your hotel website to the top over night, but there are a number of proven Search Engine Optimization (SEO) strategies you can start doing today that will affect your rankings tomorrow.

In this webinar you'll learn:
-Recent search engine and consumer search behavior changes that are impacting your rankings
-New rules of SEO and how to put them into action right now
-Important metrics that will help you measure your success
-Why indexing in search for more than your hotel name yields results

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How to Rank #1 in Google Search Results

  1. 1. Copyright © 2016 Leonardo Worldwide Corporation Technical Difficulties? Contact Citrix GoToWebinar 1-800-263-6317 How to Rank on Page #1 in Google Search Results February 23rd, 2016 Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo Alicia Whalen, SEO Expert, Digital Marketing Strategist, Co-Founder, Percy Amaria, Director of Operations, Scott’s Inn and Restaurant Technical Difficulties? Contact Citrix GoToWebinar 1-800-263-6317
  2. 2. Darlene Rondeau Vice-President, Best Practices, Online Merchandising Leonardo @darlenerondeau
  3. 3. Follow: @VFMLeonardo Tweets & Questions: #LeoWebinar
  4. 4. Alicia Whalen SEO Expert, Digital Marketing Strategist, Co-Founder @Alicia_Whalen_
  5. 5. Percy Amaria Director of Operations Scott’s Inn and Restaurant Scott’s Inn and Restaurant
  6. 6. What is most challenging about SEO for you?
  7. 7.  Key is how well your content aligns with a user’s query  Google changes its search algorithm around 500–600 times per year  93% of online experiences begin with a search engine  If there’s no content, there’s nothing to index and therefore no opportunity to be seen on search engine results pages, let alone the first page  You know your hotel, what attracts guests to stay with them, you can write that story better than anyone else Search Engine Optimization Isn't Hocus Pocus, Source – Google Think Travel, 2015 #LeoWebinar
  8. 8. 1. Accessibility: How easy is it to find your website and index it? 2. Relevance and Usability: How well does the page/content align with the consumers' query? What Search Engines Rely Upon #LeoWebinar
  9. 9. Alicia Whalen SEO Expert, Digital Marketing Strategist, Co-Founder @Alicia_Whalen_
  10. 10.  Hoteliers should focus on content on their websites that is optimized for in-destination mobile searches  Google Places optimization and Google Reviews will impact your Search Engine Rankings – critical for Mobile Optimization  Having a website that is Mobile optimized will impact search results (factors including usability, download time will impact SEO)  “Social Signals” have become more important in determining your property search ranking What’s Changed for Search Engines and Consumer Search Behaviour #LeoWebinar
  11. 11. Mobile Search 43% of Travel Buyers are accessing Search in the middle of the buying cycle:  Local search and mobile visibility is more important than ever before New Rules of Search Engine Optimization #LeoWebinar Source – Google Think Travel, 2015
  12. 12.  Optimize your website pages for your restaurant, spa, onsite retail  Build the customer relationship while they are in-destination, and continue the conversation to encourage a positive post visit review or post to social media  Mobile queries per user originating from a Hotel (in destination) have grown by 49% since 2014 New Rules of Search Engine Optimization #LeoWebinar Source – Google Think Travel, 2015
  13. 13.  It’s more important than ever for properties to have a Hotel Google Business listing  Positive Google reviews will also have an impact on your local search results Google My Business Listings a Must #LeoWebinar
  14. 14. What is a Social Signal?  Likes on a Facebook page – This tells both the social network as well as Google that your brand is gaining popularity  Shares, Likes, & Comments on content published on Facebook Page – It’s not enough to just have a page, you must publish engaging content for your followers with links back to relevant pages on the website Social Media and its impact on SEO #LeoWebinar
  15. 15. What is a Social Signal?  Authority Of The Person Tweeting Your URL – Tweets and mentions must come from active Twitter handles, they hold no authority as a share if they don’t  Likes, shares, retweets, +1’s, repins, on any page or post you make on a social network can all be a “social signal” to show search engines that your content is relevant and engaging Social Media and its impact on SEO #LeoWebinar
  16. 16. Tips to Increasing Your Social Shares Source – #LeoWebinar
  17. 17.  Make sure you verify your website in the Google and Bing Search Console to see what keywords are driving Organic search traffic, how you index for keywords. Measuring Success and Indexing in Search Beyond Your Hotel Name #LeoWebinar
  18. 18. Percy Amaria Director of Operations Scott’s Inn and Restaurant Scott’s Inn and Restaurant
  19. 19.  Inn and restaurant in Kamloops, BC, Canada  52-room family-run property for over 30 years Scott’s Inn and Restaurant #LeoWebinar
  20. 20.  Goal was to take control of digital marketing and online distribution  Specifically, we wanted to increase direct bookings and walk in traffic  Local web developer and designer was expensive and time consuming  Too much time making changes and to slow to update – taking me away from operations and service  Vizlly offered us a full website marketing platform that is easy to use, is SEO friendly and gives me the tools to get things done Top Marketing Challenges #LeoWebinar
  21. 21.  Photos and reviews are the key to telling the hotel story  Positive reviews in TripAdvisor and Google Reviews, as well as in social media have a positive affect on our direct bookings and revenue  Photos are important, and content that speaks to the customer no matter what device they are using to find us  A mobile website allows us to target our information to a guest that is looking for property photos, a phone number or directions quickly Visual and Local Storytelling Impacts Search Results #LeoWebinar
  22. 22.  Our strategy is about consistency: Create a compelling story on the website, be found in the search engines for key drivers of business, and tell stories in social media  Having a website designed with SEO best practices in mind helped us achieve results quickly. Plug and play solution was key  Optimizing our Google Business listing, and having a Mobile optimized version of the website helped us to appear in local searches, and has resulted in more walk in traffic  Leverage Facebook to promote the property – well known by locals for the restaurant SoMo and SEO #LeoWebinar
  23. 23.  Google places/local listings and Google Reviews impact search ranking Local SEO #LeoWebinar
  24. 24.  Manage reviews in TripAdvisor and in Google reviews Local SEO #LeoWebinar
  25. 25.  We learned we needed a website that: o Was easy to update o Had a mobile version o Simple to manage so that we could focus on customer service  Now that our website can be found in search and is engaging to consumers o We have decreased our reliance on expensive OTA’s o Allowed us to compete against larger branded properties in the area  We can now leverage our social media channels and website to highlight involvement in the local community o Showcase our reputation as a “Local Favorite” Progress and Learnings Along the Way #LeoWebinar
  26. 26.  Start with a website: o That is easy to build and update o Has the required support to ensure you can concentrate on what you do best  Concentrate on: o SEO best practices o Claim and update your Google Local places page o Manage the Google reviews  Our positive reviews impact both ADR and our search ranking. We have seen a 50% increase in direct and walk in business since we launched the new website  “I used to get nervous about occupancy, but now I can focus on operations and service knowing that we are positioned well in the online marketplace”  Be patient o Implementing a best practice website with a strong focus on SEO will work o We have seen in a 2% increase in RevPar year over year since launching our new website  Don’t forget to stay social o Manage your reviews and share your stories o Update your images o ….And most importantly focus on the customer, that is the key to success in a connected world SEO Advice for Other Hoteliers #LeoWebinar
  27. 27. Based on today’s content, will you attend future webinars?
  28. 28.  About Leonardo  Invitations to upcoming webinars  Recording of this webinar. Share it with your colleagues It’s a Wrap #LeoWebinar
  29. 29. Connect With Us! #LeoWebinar 1.877.593.6634 @VFMLeonardo @Alicia_Whalen_ Scott’s Inn and Restaurant Alicia Whalen Percy Amaria
  30. 30. Questions & Discussion #LeoWebinar