ehotelier – semantic search tips to help customers find you.
Just a year ago SEO consisted of back links (from anyone anywhere), on-page optimization, careful domain name selection, hosting location and linking. The old rules led to SEO agents building artificial links and using low quality content with keywords, mostly all based on desktop search.
Today it has all changed, except that in travel industry and hotel marketing strategies are not ‘getting it’ yet says Bronwyn White of eHotelier. They should.
Bronwyn spoke to David Amerland, author of “Google Semantic Search” who told her. “Nowhere is reputation more important perhaps than in the hospitality industry. Thanks to the widespread prevalence of reviewing systems such as TripAdvisor and Yelp and the use of social media to share experiences, the hotel industry can finally begin to win attention and market share by doing what it does best: focus on providing great service and the best end-user experience possible.”
– See more at: http://ehotelier.com/insights/2014/09/17/now-there%27s-semantic-search-tips-to-help-customers-find-you
Google Introduces “Google My Business,” A New One-Stop Shop To Help Business Get Found Online | TechCrunch.
Google’s new suite of tools for business owners, offers a one-stop shop to for sharing business information. Called “Google My Business,” is an easy way to “get on Google”.
A bit worrying is somewhat hidden fact that this is now the default experience for anyone who is already using Google’s business-focused services, including “Places” and the Google+ dashboard. These users will now be upgraded to Google My Business, the company notes.
The new service however is a step up in ease of use and will automatically add the business information to Google Search, Google Maps and Google+. In theory this will help customers to find the business. But that we need to wait to see.
I don’t see this changing the way Google currently favours authority sites like the OTA’s in the hospitality business. Perhaps it might give small local hotels a nudge in the right direction but its along way to go to catch up, and unless the search algorithm changes small hotels will still be deposited from the top results in search.
The Future of Social Media for Hotel Marketing, Travel and Tourism.
This articles is a beginners guide to social media for travel. Its an interactive channel where the key is interaction and conversation. But, it is also a distribution channel as noted in the video at the end of the article.
Here are the key benefits in Social Media Marketing for travel:
Below we provide a list with the most important benefits of using social media campaigns. Social Media marketing can help you:
-Add new channels to market your property and brand
-Communicate with your prospects, travel shoppers and clients
-Get closer to your prospects and engage them
-Stay in contact with loyal customers and share stories they can pass along.
-Generate buzz around your brand and increase your online reputation and authority
-Distribute the content of your company or organization and promote your blog
-Get more traffic of your website
-Get more backlinks and improve your Page Rank and SEO
-Get feedback from your visitors comments to fine tune your business
-Promote your content at low cost
-Build relationships with industry experts
-Get news and reviews on your industry
-Get and Share reviews of your brand
Also see latest news on Facebook declining numbers and what this means for travel marketing on Fan Pages
Lodging Interactive Blog: Don’t Get ‘Scroogled’ By Google’s Latest Keyword Changes.
Google is planning to make “keyword marketing” redundant!
Hotel, Hospitality & Tourism marketer, are wondering what to do to make sure they don’t get “Scroogled.” Its not new and G has been moving to this since 2011. But many hotel websites are built around keyword SEO models and they are going to be effected when this new algorithm rolls out.
Its time to change from words to meaning
G is saying start to be more engaging with content/page centric approach and concentrate on meaning rather that words.
The new algorithm hasn’t yet rolled out to 100% of the web, and it may take several months to fully deploy. But it is time to put your “house in order”.
This article covers what you need to do and how. Read More
Click Here for the full story
Covered in the Book – Marketing Hotels & Tourism Online
I am covering this in some depth in my Book which i expect will be published in November. Get the details about the book and the buyers bonus at Book-Preview on this site
As Google moves to encrypted search we ask the questions why, what and how will it effect tourism marketing!
Encrypted searches are those with the https:// urls, they do not pass any details of what the user is searching for (keyword data) through to websites. This means that website owners will not be able to to track users by their keyword searches. They will not know how their keyword marketing is doing. This keyword data has allowed website owners know what is going on in search using web analytics software.
Search engine Watch is keeping an eye on this for us. See SEW Article Here!
Its another move in the direction of Gs vertical integrated empire. The aim is to move more users to advertising and dilute the ability to rank in organic search. See our notes on the Carousel and on Why Hotels need to Be Worried about Search
Also see the replay of the how Penguins Authority Bias is causing independent hotels to fall of search. See this below