TIG Global: Up Close with Google Place Pages (Brian Fitzgerald) March 2011
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Similar a TIG Global: Up Close with Google Place Pages (Brian Fitzgerald) March 2011
Similar a TIG Global: Up Close with Google Place Pages (Brian Fitzgerald) March 2011 (20)
TIG Global: Up Close with Google Place Pages (Brian Fitzgerald) March 2011
- 1. Up Close With Google Place Pages March 8, 2011
- 2. About MICROS | TIG Global Global leader in hospitality hardware and software 100,000+ restaurants and 25,000+ hotels Acquired TIG Global and Fry.com in 2010 to grow eCommerce offerings Brian Fitzgerald Director, SEO and Social Media 10+ years experience in hospitality industry
- 3. Hotels and Restaurants Rely More Heavily on Local Search
- 4. Google Place Search Opportunities to click to Google Place Pages Opportunities to click to third parties
- 5. Hypothesis, Analysis and Caveats Hypothesis Place Search impacted a searcher’s ability to get directly to a website by offering more options to Google Place pages and third party sites Analysis Looked at referring data for 250 hotel and restaurant websites Roughly 90% hotels and 10% restaurants Compared two time periods (removed the week Place Search launched) 11/1/2009 – 10/22/2010 11/1/2010 – 1/31/2011
- 6. High Level Findings – Before Place Search
- 7. High Level Findings – After Place Search
- 8. High Level Findings – % Change
- 9. Breakdown for Google Places
- 11. Restaurants Restaurants saw a higher than average increase in Google Places referrals
- 12. International International businesses saw a decrease in Google Places referrals
- 13. Top 10 Highest Changes
- 15. Conclusions, Beliefs Did Place Search Impact Your Business? The always inconclusive… “It Depends” It likely depends on: How was your local search optimization before Place Search? How was your natural/organic search optimization before Place Search? How reliant are you on Google and third parties for traffic? What type of business are you?
- 17. Google and Hotel Rates Introduces rate comparison at an early point in the researching/shopping phase Presents risk of commoditization
- 18. Rates and rate checking showing on Place Pages as well Presents inventory control and management issues
- 19. How does this relate to you and your business? Intermediated businesses as most at risk Does someone other than you control your product or service?
- 20. Where can Google send people other than your website?
- 21. Where can Google send people other than your website? Google Shopping Google’s Boutiques.com
- 22. Questions, Comments, Feedback MICROS | TIG Global blog.tigglobal.com @tigglobal Brian Fitzgerald bfitzgerald@tigglobal.com @bpfitzgerald