Darlene Rondeau, VP, Best Practices, at Leonardo is joined by Catlyn Origitano, Senior Content Marketing Manager, at Sojern to discuss the importance of a mobile website for hotels. They highlight the key features of a mobile hotel website that help usher travel shoppers down the booking path to book directly with you.
7. Google will crawl your mobile
website first for information
Being “mobile-friendly” will be
rewarded with higher search
rankings
Not being so will impact
organic traffic
Google is Switching to a Mobile-First Index
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The Share of Mobile Hotel Queries
Source: Google Internal Data. US. July 2015 to December 2016.
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The Growth of Mobile Hotel Queries
14% 14% 13%
19% 18%
23%
Source: Google Internal Data. US. July 2015 to December 2016.
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Day of Week Hotel Searching Trends by Desktop and Mobile
Source: Sojern Internal Data. US Domestic Travel Data. January to December 2016.
Desktop Mobile
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Day of Week Hotel Booking Trends by Desktop and Mobile
Source: Sojern Internal Data. US Domestic Travel Data. January to December 2016.
Desktop Mobile
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67%of all hotel searches start
on Google.
IBC Hospitality Technologies Report: Independent Hotelier’s Guide to Google
Search is a primary channel for hotel discovery.
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16. Set a strong search
strategy.
SEO & SEM are increasingly
important, especially for
independent hotels.
Discover
17. Many third parties bid on
your brand terms, driving
your in-market traveler
elsewhere.
But “set it and forget it” isn’t
the most strategic option as
Google & Bing are constantly
updating their algorithms.
SEM
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18. Target long-tail keywords in your SEO strategy
Search terms comprising of 4, 5 or more words
Specific, less competitive, transaction-based in nature
Drive qualified traffic with an intent to purchase
Long-tail keywords convert 2.5x better than head terms
Go Long
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19. Reach mobile users.
Your ads shouldn’t only live on
desktops since your travelers
don’t either.
Plan
21. Elements of a Great Mobile Website
Provides a positive user
experience on mobile
“Mobile-Friendly”
according to Google:
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Content renders on mobile (no zooming, pinching
or scrolling)
Avoids software not compatible with mobile (e.g.
Flash)
Avoids intrusive pop-ups between Google search
results page & webpage
Loads
quickly
Caters to touch (e.g. links spaced out)
Google, 2017