2011 has been a year of several industry wide changes search engines have made frequently for updating their algorithms to serve the best
possible results to their users. As an online marketer, staying on top of all the latest changes can sometimes be a daunting task. The key to
being relevant is creating content across all channels that serves the best interest of your customers. These ten tips give a strategic path to
ensure your marketing efforts have the best possible ROI throughout 2012.
Navigating the Deluge_ Dubai Floods and the Resilience of Dubai International...
Top 10 Internet Marketing Resolutions for 2012
1. Top 10 Marketing Resolutions for
Hotels in 2012
Milestone Internet Marketing, Inc
11 January 2012
2. Panelists
Moderator
Mike Supple
Sr. Social Media Manager
Milestone Internet Marketing
Presenter
Benu Aggarwal
Founder and President
Milestone Internet Marketing, Inc
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3. Top 10 2012
1. Site/Content Freshness
2. User Experience and Site Usability
3. Using Mobile Effectively
4. Leveraging Hyperlocal Channels
5. List of Most Valuable Local Citations/Links & UNAP Audit
6. Cross Channel Optimization
7. Social Media Marketing Plan
8. UGC – Rating and Reviews
9. Deals, Offers, Coupons, Contest
10. Google+, Blogs, Maps, Video, Image Search
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5. Site/Content Freshness, Relevancy
Google Caffeine Update
What is the Google „Caffeine‟ Update?
The “Caffeine” update, was a major
algorithm update initiated by Google
in 2010.
Referred to as the “freshness”
algorithm.
Massively increasing page indexing
speed
What‟s new, hot, recent and
relevant.
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6. Google Panda Update
What is the Google „Panda‟ Update?
The “Panda” update (“Farmer”), is a
major algorithm update initiated by
Google in 2011.
It is a filter that detects low quality pages
from a “user experience/happiness”
perspective.
It views websites from a quality and user
benefit perspective. Strives to emulate
human perception, behavior and overall
experience inside an algorithm.
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7. Key Highlights of Panda Update
1. Panda update main goal – Improve quality of search results
2. Positive impact of Panda on high quality websites
3. According to search engines - what is a high quality site?
4. Quality of content is critical
Does it provide value to the user?
Is it trustworthy? Is the source an authority?
Trust is because of reviews, links and social signals
Is the content shallow or rich? (fresh content,
engaging content)
5. Content relevance to the topic or search query must be very high
6. Originality of content is important: no duplication, redundancy or similarity of
content
7. Is the content engaging and interesting? Does it have shareability factor?
8. Content vs. ads/banner ratio should be high
*Source: Amit Singhal, Google Blog and heads Google’s core search quality department.
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8. How search engine determine website
freshness score?
Based on when crawler discovered your new page
How much content is changed?
How frequently pages are changed and added?
What is getting changed – main content or ads (banners)
Natural link growth. Link from sites having higher
freshness score (News Site)
Changes in anchor text
Changes in visitors behavior (bounce rate)
http://www.seomoz.org/blog/google-fresh-factor
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9. Evolution of Search - Where is Search Today?
If a parent can tell their child to go learn something from a website,
that’s what Google considers to be the best site
Freshness of Content – Website Freshness Score
(Caffeine & Panda update)
Semantic Indexing – (Schema,org, HTML5)
Overall Download Speed – How easy it is to get to?
Onpage – Focused and Quality Content, Page
which satisfies user intent and follows SEO friendly
site architecture
Onpage analytics – What is the searcher behavior when they land on the page?
Content – Useful/ relevant content which is comprehensive, highly satisfying,
authoritative, entertaining, and recent (such as breaking news on a topic)
Offpage – Trust, Authoritative & Quality Links, Social Signals, Consistent UNAP
Overall Goal – Better Search Experience
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10. Few Ways to Improve Freshness
Score of Your Site
Contests Blogs
Special
Offers Reviews
with UGC
Things to
News
Do with
Room
UGC
Website Integrate
Polling
Feature
Freshness Social
Score Profiles
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12. Site Usability Life Cycle
Page Speed by
Google
Rich
Snippets/Semantic 100% Yslow by Yahoo!
Information Architecture
Tags
Colors
Usability
Browser/Device Images
Google Analytics
Compatibility
50%
Legibility / Eyetracking
Backend
Webmaster Tools
Download Time
0%
Visitor
Behavior/Bounce
Rate
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13. Site Architecture and
Search Engine Crawl Ability
1 Download Time 3 Sitemap Feed for Search Engines
4 CSS 3 Validation
2 Tools to Check Site
5 HTML 5 Validation
3 Performance
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14. Rich Snippets for Reviews,
Address and Events
Rich Snippet – Semantic Indexing
Rich Snippet is Google’s way of indexing most critical and time sensitive
information on a website faster
User can achieve rich SERPs by providing certain information on the site such as
address, phone numbers, reviews, events, videos etc in the rich snippet format
Helps user get relevant / real-time information quickly
Site is indexed faster by Google
Reviews
Address
Events
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15. Site Download Speed
Site Speed
Post-Panda Update, Site Download Speed is now an important
ranking factor. This tool provides the ability to implement page
improvements based on specific data provided.
Google Analytics: (New Version)
Standard Reporting > CONTENT > Site Speed
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16. Ultimate Heat Map –
People Looking for Content
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17. Superfluous Images
Users are ignoring the
large graphic images
and focusing on site
navigation and text.
Nielsen, J. and Pernice, K. (2010).
Eyetracking Web Usability. Berkeley,
CA: New Riders. Page 198.
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18. Layout
Evolution of a site design and site live – example of how a design can
evolve into something that‟s get‟s out of control with additions of page
elements
MILESTONE CONFIDENTIAL @milestonemktg
19. Visitor Behavior - Bounce Rate
Visitor Flow
Visitor Flow
A visualization of visitor‟s path that illustrate a visitor navigation activities
and drop off point of their site visit
Google Analytics: (New Version)
Standard Reporting > VISITORS > Visitors Flow
Official Google Statement on what Goal Flows display:
• The relative volume of visits to your site by the dimension you choose
(e.g. traffic source, campaign, browser)
• The rates at which visitors abandon different pathways
• Where and how visitors navigate each of the steps that you defined
• How the visitors interacted with your site, including backtracking to
previous goal steps
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21. Fun Facts about Mobile Search
• Mobile search is a rapidly growing segment of overall search volume
• 67% of travelers use their mobile devices to find local services
• Number of mobile buyers will nearly triple by 2015 (eMarketer)
• 40 million access social networks daily via mobile (Search Engine Land)
• More mobile users than PC users by 2015
• Mobile queries are local & last minute in nature
• People use mobile platform to inquire, to get deals, offers, social sharing
• Engage with customer by offering hyper local check in, click to call, maps,
ease of booking, ability to leave review and more
• Mobile site should be extension of your domain verses mobile site on third
party domain
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22. Mobile & Hyperlocal Promotional Channels
Mobile Paid
Search
Google+
Check Ins
Business
Coupon/Off
Yelp
ers
Mobile
Face Book Directory
Hotel Listings
Hyperlocal Mobile Site
Mobile
Four Square
Maps
Mobile
Reviews Click to Call
QR Codes Mobile Apps
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25. Why Mobile PPC?
PPC for mobile search allows business to target ads to users who
are searching in their geographic area
Competition for mobile ads is less. Set up mobile specific daily
budget. Create mobile-specific ads and landing pages / offers
(Device Specific). Target Local destinations
.
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30. Yelp
Yelp Listing
Includes a page on Yelp
Option to add photo,
slideshow
Link to the website
Add categories
Add specials
Respond to reviews
Monthly performance
reports
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32. 5
Most Valuable Citations / Links
and UNAP Audit
33. Handy List of Most Valuable
Citations and UNAP Audit
Social Sites –
Blogs,
Mobile,
Coupons,
Video,
Images
Local &
News Sites &
Regional
PR Sites
Sites
IYPs
Your Review Sites
Website
Niche Sites Universities
Attractions
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34. Example – Off-Page
Optimization: Snapshot
1 Regular enrollments 3 Local citations
2 Competitive back link analysis
4 Custom local level link building
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43. Cross-Optimization Case Study:
Google Places Cross Optimization Opportunity
Implementing Across Channels
FOUND: „Parking‟ was a top search
query in Google Places, but website did
not have content related to query.
LISTENED: Client mentioned owning a
great parking garage that was in close
proximity to the Monterey Bay Aquarium
and wanted to rank for related local
attraction terms
STRATEGY: Created a „Parking Special‟
Page
ACTION: New Parking Page
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44. Cross-Optimization Case Study:
Google Places Cross Optimization Opportunity
Implementation Results
1 Week after Page Went Live:
Google sent out „Alert‟ about new page
Traffic Result:
Parking Page is now in top 15 for site
page views
Ranking Result:
Client began ranking for „attraction‟ related
keyword phrases as desired
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46. Blending Social and Search
• “I can confirm we do use Twitter and Facebook links in ranking;
• We're also trying to figure out the reputation of an author or creator in Twitter and Facebook;
• Pagerank depends quality of social sharing: who the people actually are - not just bots or some
software program.”
- Matt Cutts, Search Quality Group, Google (December 2010)
• As of 5/17/11 Facebook “Likes” have a direct impact on where pages appear on the Bing SERPs.
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47. Social Interactions –
Why it Might Not Work?
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48. Social Media Marketing Plan
Who &
Why?
Results –
What?
ROI
Social How-
Competitiv Media Which
e Analysis Marketing Channels
and Tools?
Plan
Type of
Content-
Frequency Video,
Images,
Blog etc.
Content
Calendar
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53. Why Encourage Reviews?
People
• 89% of consumers are
influenced by reviews1
+
Search Engines
• Search engines use reviews
as a ranking signal2
=
Conversions
• Good reviews = increased
bookings & better SERP
placement
1 eMarketer.com – November 2010
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54. The Impact of Quantity
The number of reviews directly impacts:
1. Ranking in review sites
2. Ranking in third-party distribution sites (OTAs)
3. Ranking in search engines results pages
4. Online Reputation
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55. How to Encourage Reviews?
1) Visitor Check-Out 2
- Staff, flyer, business card, QR Codes
3
QR code, computer station,
feedback card 1
2) QR Codes Visitor Incentive
- Throughout the property, Check-Out Offers
printed materials and etc.
Explain codes
3) Incentive Offers
- Discounts, rewards, How to Encourage
contests
Reviews
- Immediate gratification 6 4
4) Website Reviews Page Ask Website
- Page on independent site Reviews Page
- Links and instructions
5
5) Email Email
- 24-48 hr feedback requests
6) Ask
- Proactively train staff
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56. QR Codes and Landing Pages
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57. Tools to Encourage Reviews
QR Codes – on all print material On the website – link to hotel pages
leading to a mobile review page. on the different review sites.
Enabling User
Reviews
Link to review sites from the Create a UGC module to
WiFi login page when guests encourage guest interaction
access the hotel’s internet. with your website.
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64. Google+ Video and
Image Search
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65. Geo-tagging Images
and Videos
Geo-tagging Images and Video helps in connecting with local customers
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66. Panoramio - Images
Panoramio:
Images has a major impact on search results.
Images upload on the Panoramio get indexed by Google.
These images are shared on Google Earth, Google Maps etc.
In less than 3 weeks time images got more than 850 views from various sources.
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67. Conclusion
• Website freshness score – Check if your content strategy is built towards
improving site freshness score
• User is a king – focus user experience
• Use mobile promotional channels effectively
• Enhance profiles on Hyperlocal Channels by offering tips, offers and specials
• Secure most valuable citations and links and perform UNAP credit
• Optimize your hotel presence across all the channels
• Develop well integrated Social Media Marketing Plan
• Increase site trust factor – Encourage customers to leave more reviews
• Offer Deals, Contest, Coupons and other value add
• Create Blogs, SEO friendly Video and leverage all the channels. Connect with
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your customer through Google +.
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68. Thank You!
Questions or Comments?
Feedback?
Input on future webinar topics?
Visit our blog: http://blog.milestoneinternet.com
PDF article and slides from this webinar: http://bit.ly/xrImsN
Product questions: sales@milestoneinternet.com
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Notas del editor
Add King here
Add King here
Fix font and size
Put a picture of Panda
polling feature, things to do and special offer pages, contest, reviews, new room , social media feed page
Add King here
For Hyatt chicago - Site map, GT matrix, Webmaster download, Page Speed
Can we add snippet for secondary site Show rich snippet pictRich Snippet is google way to index most critical and time sensitive information on your site faster. User can achieve rich SERPs by providing certain information on your site such as address, phone numbers, reviews, events etc in the desired format . -image for addresshttp://maps.google.com/help/maps/richsnippetslocal/
Write difference between anlytics and standard.. We should have just backup slides available .. Not part of main ppt
Show screen shoot banner blindness
Write difference between anlytics and standard.. We should have just backup slides available .. Not part of main ppt
Add King here
Mobile Site, Mobile Paid Search, Mobile Checkinns, Offer/ coupons, Listings in Mobile Directories, Mobile Maps, Click to call, Mobile Aps,
Yelp, Four Squre, Google +, Facebook Checkins
Yelp, Four Square, Google +, Facebook Checkins – We need to take picture from mobile phones
Highlight Checkins and twitter and bily integration
Show local, directories, IYPs, New Sites, etc.. Chart from the book and Show handy list and UNAP audit
Most Valuable Citations – Please show chart from the book – colored and SERP ranking
#Try to get screen shoots which are completed
Updated image (tsv)
NAP Bucket, audits only to 5
Show local, directories, IYPs, New Sites, etc.. Chart from the book and Show handy list and UNAP audit
Show local, directories, IYPs, New Sites, etc.. Chart from the book and Show handy list and UNAP audit
Proposed Changes for CMS Moderation / Preview Module Update in site map when ever we update pages 404 page friendly to search Template backend and front end change -Change Template structure – title, Hi, H2, image names, anchors, - search friendly - add hcard for footer - Add place for social icons Clean up footer and layout -Clean out layout for local favorite - Page for video and maps
Social Media Marketing Plan. This plan should include crucial information such as: which channels you will be targeting and why; what are the goals you are trying to achieve; who is your target audience; what type of content you will need to generate to connect with this target audience; etc.
Show local, directories, IYPs, New Sites, etc.. Chart from the book and Show handy list and UNAP audit
Show local, directories, IYPs, New Sites, etc.. Chart from the book and Show handy list and UNAP audit
Han please show Deals, Offers, Coupons, Contest – Site coupons, Google Coupon, living social, mobile coupons,
Show local, directories, IYPs, New Sites, etc.. Chart from the book and Show handy list and UNAP audit
Need to show blog, video, panaromio,flickr, picasa – images, you tube, your site, Maps etc..