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The greenlight sector
REPORT
An exclusive snapshot of the online Search & Social Media market
‘Mobile Advertising -
Why haven’t we fully
embraced it yet?’
asks Hannah Kimuyu.
Exactly what will it take
for brands to embrace the
new reality of search?
Adam Bunn discusses.
What could Facebook’s
new product ‘Home’
mean for your brand?
Article by Sam Haseltine.
MAY 2013
The Greenlight Sector Report
Advertisement
Apply to iwanttowork@greenlightdigital.com
ARTICLE
Contents
What will it take for
brands to embrace the
new reality of Search?
Interflora’s recent run in with Google gets
Greenlight’s SEO Director, Adam Bunn,
questioning the ‘state of link building’.
3
The Impact of Facebook‘Home’
How can we get the
most from mobile
advertising?
Integrated
Search &
Digital Strategies
32
Article by Paul Byrne
29
feature articles
1
The Greenlight Sector Report
Foreword
7 Natural Search
1 Exactly what will
it take for brands to
embrace the new reality
of Search?
1 Paid Media
2 Article: Mobile advertising
ntegrated Search
Article: Integrated Search
& Digital Strategies
ocial Media
Article: The impact of
Facebook Hom
foreword
At Greenlight, we pride ourselves on being thought leaders
within the Search industry. Utilising our unique data
aggregation and visualisation platform, Hydra, we are able
to track, record and analyse consumer search behaviour
in any given market vertical, which in turn leads to the
creation of our industry renowned Sector Reports.
Each report gives an indication to the size of the potential
online audience and examines the most visible websites
and advertisers on Google UK. In the past few months,
we have worked hard to improve our Sector Reports by
giving them a new look and feel, updating the keyword
sets we analyse and adding mobile search data to the mix,
thus providing insight into how searches differ on different
devices.
We hope that you enjoy the updated versions of our
Sector Reports. If you have any suggestions on how
we can improve our reports, please contact us at
marketing@greenlightdigital.com.
Kind regards,
Alicia Levy
by Alicia Levy, Greenlight CMO
GREENLIGHT WELCOME
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000
Report Overview
Executive Summary
This report profiles search behaviour for the online Boutique Hotels sector. It analyses which websites, advertisers and brands were most
visible in the Google UK Natural Search and Paid Media listings, when consumers searched for boutique hotels-related terms. This report
also assesses which brands interacted well on the Social Media networks. In our analysis we established that:
booking.com was the most visible advertiser for boutique hotels-related searches on mobile devices, achieving a 60% share of
voice.
tripadvisor.co.uk was the most visible website for boutique hotels-related searches on laptops/desktops, achieving a 32%
share of voice.
Queries for domestic-related keywords accounted for 56% of all searches made using laptops/desktops and 64% of all queries
made using mobile devices.
In May, 104,733 queries were made by consumers searching for boutique hotels-related terms on laptops/desktops and
mobile devices (tablets & smartphones).
Percentage breakdown of searches made for each subsector (laptops/desktops):
Percentage breakdown of searches made for each subsector (mobile devices):
Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK
May Overview
In May 2013, 104,733 searches were made for boutique hotels-related terms using laptops/desktops and mobile devices. The graphs
below show a breakdown of the number of searches made for each of the subsectors analysed in this report, as well as an overview of
the total number of searches made for the online boutique hotels market in the past 12 months.
Retrospective 12 month view of the online boutique hotels market
Breakdown of subsector searches by platform (May 2013)
Searches for domestic destinations
were most popular on
laptops/desktops, accounting for 56%
of all searches made for the sector.
In May, 14,948 searches were made
for boutique hotels-related keywords
using mobile devices.
In May, 89,785 searches were made
for boutique hotels-related keywords
using laptops and desktops.
At a glance
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
Natural Search
Boutique Hotels: Overall
Laptops/desktops: 89,785 searches
In May 2013, 89,785 searches were made using laptops and desktops for boutique hotels-related keywords. The league table below
shows which websites were most visible in the Natural Search listings on Google UK for the 602 keywords analysed.
The 20 most visible websites on laptops/desktops:
Top 10 search terms:
mrandmrssmith.com attained an 18%
share of voice through ranking for 270
keywords, including the search terms
‘cheap boutique hotels Paris’ and ‘New
Forest boutique hotels’.
tripadvisor.co.uk was the most visible
website, achieving a 32% share of
voice through ranking for 345
keywords, including the search terms
‘boutique hotels North Wales’ and
‘romantic country hotels’.
In May, the keyword ‘boutique hotels’
was queried 8,100 times, accounting
for 9% of all searches made using
laptops/desktops.
LAPTOPS/DESKTOPS:
Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK
Boutique Hotels: Overall
Mobile devices: 14,948 searches
In May 2013, 14,948 searches were made using mobile devices (tablets & smartphones) for boutique hotels-related keywords. The
league table below shows which websites were most visible in the Natural Search listings on Google UK for the 602 keywords analysed.
The 20 most visible websites on mobile devices:
Top 10 search terms:
mrandmrssmith.com attained a 75%
share of voice through ranking for 483
keywords, including the search terms
‘What is a boutique hotel?’ and
‘romantic hotel Majorca’.
tripadvisor.co.uk was the most visible
website, achieving a 79% share of
voice through ranking for 593
keywords, including the search terms
‘romantic hotel breaks’ and ‘boutique
hotel UK’.
In May, the keyword ‘boutique hotels’
was queried 2,900 times, accounting
for 19% of all searches made using
mobile devices.
MOBILE DEVICES:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
Natural Search
Boutique Hotels: Short Haul
Laptops/desktops: 16,195 searches
In May 2013, 16,195 searches were made using laptops and desktops for short haul-related keywords. The league table below shows
which websites were most visible in the Natural Search listings on Google UK for the 158 keywords analysed.
The 20 most visible websites on laptops/desktops:
Top 10 search terms:
mrandmrssmith.com attained a 12%
share of voice through ranking for 49
keywords, including the search terms
‘cheap boutique hotels Paris’ and
‘boutique hotel Italy’.
tripadvisor.co.uk was the most visible
website, achieving a 21% share of voice
through ranking for 65 keywords,
including the search terms ‘Tenerife
boutique hotels’ and ‘boutique hotels
Mykonos’.
In May, the keyword ‘boutique hotels
Paris’ was queried 1,000 times,
accounting for 6% of all searches made
using laptops/desktops.
LAPTOPS/DESKTOPS:
Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK
Boutique Hotels: Short Haul
Mobile devices: 706 searches
In May 2013, 706 searches were made using mobile devices (tablets & smartphones) for short haul-related keywords. The league table
below shows which websites were most visible in the Natural Search listings on Google UK for the 158 keywords analysed.
The 20 most visible websites on mobile devices:
Top 10 search terms:
guardian.co.uk attained an 86% share
of voice through ranking for 84
keywords, including the search terms
‘boutique hotels Majorca’ and
‘boutique hotels Gran Canaria’.
tripadvisor.co.uk was the most visible
website, achieving an 87% share of
voice through ranking for 156
keywords, including the search terms
‘boutique hotels in Majorca’ and
‘boutique hotels Tenerife’.
In May, the keyword ‘boutique hotels
Paris’ was queried 170 times,
accounting for 24% of all searches
made using mobile devices.
MOBILE DEVICES:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
Natural Search
Boutique Hotels: Long Haul
Laptops/desktops: 4,079 searches
In May 2013, 4,079 searches were made using laptops and desktops for long haul-related keywords. The league table below shows
which websites were most visible in the Natural Search listings on Google UK for the 50 keywords analysed.
The 20 most visible websites on laptops/desktops:
Top 10 search terms:
mrandmrssmith.com attained a 21%
share of voice through ranking for 18
keywords, including the search terms
‘boutique hotels Cuba’ and ‘boutique
hotel Sri Lanka’.
tripadvisor.co.uk was the most visible
website, achieving a 27% share of
voice through ranking for 21 keywords,
including the search terms ‘boutique
hotels Istanbul’ and ‘boutique hotels
Cuba’.
In May, the keyword ‘boutique hotels
New York’ was queried 480 times,
accounting for 12% of all searches
made using laptops/desktops.
LAPTOPS/DESKTOPS:
Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK
Boutique Hotels: Long Haul
Mobile devices: 46 searches
In May 2013, 46 searches were made using mobile devices (tablets & smartphones) for long haul-related keywords. The league table
below shows which websites were most visible in the Natural Search listings on Google UK for the 50 keywords analysed.
The 20 most visible websites on mobile devices:
Top 10 search terms:
guardian.co.uk attained a 91% share of
voice through ranking for 26 keywords,
including the search terms ‘boutique
hotels Thailand’ and ‘boutique hotels
Cape Town’.
mrandmrssmith.com was the most
visible website, achieving a 100%
share of voice through ranking for 45
keywords, including the search terms
‘boutique hotels Cuba’ and ‘boutique
hotels in Turkey’.
In May, only one keyword was
searched for on mobile devices.
‘Boutique hotels NYC’ was queried 46
times, accounting for 100% of all
searches made using mobile devices.
MOBILE DEVICES:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
Natural Search
Boutique Hotels: Domestic
Laptops/desktops: 50,239 searches
In May 2013, 50,239 searches were made using laptops and desktops for domestic-related keywords. The league table below shows
which websites were most visible in the Natural Search listings on Google UK for the 347 keywords analysed.
The 20 most visible websites on laptops/desktops:
Top 10 search terms:
mrandmrssmith.com attained a 26%
share of voice through ranking for 193
keywords, including the search terms
‘New Forest boutique hotels’ and
‘boutique hotels in Norfolk’.
tripadvisor.co.uk was the most visible
website, achieving a 45% share of
voice through ranking for 243
keywords, including the search terms
‘boutique hotels North Wales’ and
‘luxury boutique hotels Scotland’.
In May, the keyword ‘boutique hotels
London’ was queried 3,600 times,
accounting for 7% of all searches made
using laptops/desktops.
LAPTOPS/DESKTOPS:
Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK
Boutique Hotels: Domestic
Mobile devices: 9,558 searches
In May 2013, 9,558 searches were made using mobile devices (tablets & smartphones) for domestic-related keywords. The league table
below shows which websites were most visible in the Natural Search listings on Google UK for the 347 keywords analysed.
The 20 most visible websites on mobile devices:
Top 10 search terms:
mrandmrssmith.com attained a 72%
share of voice through ranking for 283
keywords, including the search terms
‘boutique hotels Northumberland’ and
‘boutique hotels Northern Ireland’.
tripadvisor.co.uk was the most visible
website, achieving a 93% share of
voice through ranking for 343
keywords, including the search terms
‘boutique hotel UK’ and ‘romantic
hotels Yorkshire’.
In May, the keyword ‘romantic hotels
UK’ was queried 880 times, accounting
for 9% of all searches made using
mobile devices.
MOBILE DEVICES:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 1
Natural Search
Boutique Hotels: Generic
Laptops/desktops: 19,272 searches
In May 2013, 19,272 searches were made using laptops and desktops for generic-related keywords. The league table below shows which
websites were most visible in the Natural Search listings on Google UK for the 47 keywords analysed.
The 20 most visible websites on laptops/desktops:
Top 10 search terms:
mrandmrssmith.com attained a 4%
share of voice through ranking for 10
keywords, including the search terms
‘budget boutique hotels’ and ‘small
boutique hotels’.
tripadvisor.co.uk was the most visible
website, achieving a 6% share of voice
through ranking for 16 keywords,
including the search terms ‘romantic
country hotels’ and ‘contemporary
hotels’.
In May, the keyword ‘boutique hotels’
was queried 8,100 times, accounting
for 42% of all searches made using
laptops/desktops.
LAPTOPS/DESKTOPS:
Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK 1
Boutique Hotels: Generic
Mobile devices: 4,638 searches
In May 2013, 4,638 searches were made using mobile devices (tablets & smartphones) for generic-related keywords. The league table
below shows which websites were most visible in the Natural Search listings on Google UK for the 47 keywords analysed.
The 20 most visible websites on mobile devices:
Top 10 search terms:
slh.com attained a 71% share of voice
through ranking for 17 keywords,
including the search terms ‘boutique
hotel holidays’ and ‘boutique hotels
Algarve’.
mrandmrssmith.com was the most
visible website, achieving an 82%
share of voice through ranking for 32
keywords, including the search terms
‘What is a boutique hotel?’ and ‘small
luxury hotels’.
In May, the keyword ‘boutique hotels’
was queried 2,900 times, accounting
for 63% of all searches made using
mobile devices.
MOBILE DEVICES:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 1
As I write this it’s been almost a
month since Interflora’s recovery
from the landmark Google penalty
caused almost certainly by a large
number of paid advertorials and
potentially by a number of other
link building techniques. Interflora
had suffered a milder penalty in
2012 from which it had recovered,
but then continued to link build
against Google’s guidelines thus in-
curring a rarely seen level of wrath
from the web spam team that saw
them lose rankings not only for all
of their generic and long tail que-
ries but also their brand – an almost
unheard of level of severity for a
link based penalty. It seems an
opportune time to put down some
of my thoughts on the “state of link
building”, current and future.
Linking without linking
As social media becomes the de
facto way of expressing appreciation
for a piece of content, naturally
given links are becoming vanishingly
rare. Frankly, why would you
bother when you can press a
“share” or “like” button and be done
with it?
Meanwhile there is a flight of SEO’s
to the few remaining link building
“techniques” that are collectively
deemed “safe”, however misin-
formed they may be.
Various forms of semantic markup
that allow content to reference its
source without an explicit link may
also prove important in the future.
Google’s proprietary authorship
markup is widely hyped but is just
one example of a burgeoning pool
of schema and microformatting
options for content providers.
Make no mistake: search engines
will have to use these “non-link”
link signals more in the future.
After all, they are companies that
have historically leant on links as
a signal, but are now faced with a
shrinking pool of those links, a greater
and greater percentage of which are
manipulated (if you think about it for
long enough you almost start to feel
sorry for them).
Mixed messages from Google
For marketers, things are getting
confused by Google’s apparent mixed
messages on various types of link,
caused by their increasingly prominent
television advertising for the Chrome
browser and the connected “ecosys-
tem” of Google services. In a classic
case of the left hand not talking to the
right, paid advertorials, sponsored
posts and product reviews have all
received apparent endorsements by
Google on the one hand while various
penalties, warnings and guidelines tell
a completely different story.
“Google’s hypocrisy is bound
to raise ire & confusion in
equal measure.”
Take product reviews. The basic ap-
proach here is to identify a number
of bloggers in your industry with a
desirable following and send them free
products to review. From there angles
vary, from the obviously unnatural “in
return for me sending you this I expect
a link to this page with this anchor text”
to “here’s a product, do what you will”.
The former line is explicitly named and
shamed in Google’s webmaster guide-
lines, and the shades of grey in the
middle have various degrees of risk. A
highly trumped campaign by Interflora
resulted in many product review style
blog posts, many of which had links
to Interflora that might have been
deemed unnatural (note that nobody
except Google, including probably
Interflora themselves, knows exactly
which links if any contributed to their
penalty aside from the paid advertori-
Feature Article
Exactly what will it take
for brands to embrace the
new reality of search?
FEATURE ARTICLE
Interflora’s recent run in with
Google gets Greenlight’s SEO
Director, Adam Bunn, questioning
the ‘state of link building’.
The Greenlight Sector Report
als that are about as open and shut a
case as it’s possible to get).
Meanwhile, the current Google
Chrome above the line campaign
you may have seen on TV recently
(http://youtu.be/E0qDrRJT4zE) fea-
tures the story of Cambridge Satch-
els, a start up company that sends
products to fashion bloggers as part
of its online marketing strategy. In
the ad this results in YouTube video
reviews, but Google certainly runs
the risk of being seen to explicitly
sanction sending products to blog-
gers in return for promotion, includ-
ing by extension links. In reality of
course, Chrome’s marketing team
just aren’t talking to Matt Cutts and
his web spam team, proof of which
came when a paid advertorial and
a number of sponsored blog posts
for Chrome went live on the day
that Interflora was banned including
followable links to various Google
pages. At the time of writing, Google
seems to have removed the specific
posts that were widely reported on
but others still remain, including its
links (search for “this blog is part of
a series sponsored by Chromebooks”
in quotes to unearth some). This
hypocrisy is bound to raise ire and
confusion in equal measure.
18Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000
In March Matt Cutts told us to
expect a “very large” Penguin update
at some point this year. Penguin is
the closest thing to an algorithmic
version of a member of the web
spam team, dishing out ranking
“filters” that feel like link penalties,
thus far to a very small number of
sites (to date Penguin updates have
typically affected less than 0.5%
of search results). It’s difficult to
say what constitutes “very large”
but I think it is now quite obvious
(despite Chrome’s best efforts) that
in general Google expects market-
ers to be going cold turkey on link
“building” and doing things properly.
At the moment this has resulted in
a lot of noise about content market-
ing.
Unfortunately I am not convinced
that many people really get what
this means. I recently attended a
content strategy conference full of
people whose jobs revolved purely
around content. The thing that
struck me most clearly was that
the concept of assigning value to
content was seen as weirdly alien.
In particular, in a session dedicated
exactly to this topic, the speaker
had to explain what ROI meant and
felt the need to speak to the del-
egates like a room of primary school
pupils. For someone coming from an
online marketing background it w as
faintly condescending and frankly
bizarre.
I have written often in the Greenlight
magazine of the need to blend the
various strands of on- and off-line
marketing into compelling campaigns
and I’m more convinced than ever
now that success will come from
mashing creativity together with the
science of numbers driven market-
ing – call it content marketing if you
like. Perhaps the Interflora case and
the threat of a looming super algo-
rithm update will turn out to be the
tipping point that convinces brands
to embrace the new reality we find
ourselves in.
The 2013 Google Super
Algorithm Update
ByAdam Bunn,
Director of SEO,
Greenlight
Paid Media
Boutique Hotels: Overall
Laptops/desktops: 89,785 searches
In May 2013, 89,785 searches were made using laptops and desktops for boutique hotels-related keywords. The league table below
displays the most visible advertisers and ad creatives on Google UK for the 602 keywords analysed.
secretescapes.com achieved a 59%
share of voice through bidding on 447
keywords, at an average ad position of
6.
In May, booking.com was the most
visible advertiser, achieving a 60%
share of voice through bidding on 511
keywords, at an average ad position of
5.
LAPTOPS/DESKTOPS:
The 30 most visible advertisers on laptops/desktops:
Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK 19
Boutique Hotels: Overall
Mobile devices: 14,948 searches
In May 2013, 14,948 searches were made using mobile devices (tablets & smartphones) for boutique hotels-related keywords. The
league table below displays the most visible advertisers and ad creatives on Google UK for the 602 keywords analysed.
booking.com achieved a 58% share of
voice through bidding on 434
keywords, at an average ad position of
2.
In May, secretescapes.com was the
most visible advertiser, achieving an
82% share of voice through bidding on
502 keywords, at an average ad
position of 2.
MOBILE DEVICES:
The 30 most visible advertisers on mobile devices:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 20
Paid Media
Boutique Hotels: Short Haul
Laptops/desktops: 16,195 searches
In May 2013, 16,195 searches were made using laptops and desktops for short haul-related keywords. The league table below displays
the most visible advertisers and ad creatives on Google UK for the 158 keywords analysed.
The 5 most visible ad creatives on laptops/desktops:
The 20 most visible advertisers on laptops/desktops:
google.co.uk displayed the most visible
individual ad creative, achieving a 55%
share of voice.
mrandmrssmith.com achieved a 63%
share of voice through bidding on 91
keywords, at an average ad position of
4.
In May, google.co.uk was the most
visible advertiser, achieving a 68%
share of voice through bidding on 91
keywords, at an average ad position of
3.
LAPTOPS/DESKTOPS:
Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK 21
Boutique Hotels: Short Haul
Mobile devices: 706 searches
In May 2013, 706 searches were made using mobile devices (tablets & smartphones) for short haul-related keywords. The league table
below displays the most visible advertisers and ad creatives on Google UK for the 158 keywords analysed.
The 5 most visible ad creatives on mobile devices:
The 20 most visible advertisers on mobile devices:
hoteloriginalparis.com displayed the
most visible individual ad creative,
achieving a 45% share of voice.
booking.com achieved a 46% share of
voice through bidding on 120
keywords, at an average ad position of
2.
In May, derbyhotels.com was the most
visible advertiser, achieving a 66%
share of voice through bidding on 15
keywords, at an average ad position of
1.
MOBILE DEVICES:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 22
Paid Media
Boutique Hotels: Long Haul
Laptops/desktops: 4,079 searches
In May 2013, 4,079 searches were made using laptops and desktops for long haul-related keywords. The league table below displays the
most visible advertisers and ad creatives on Google UK for the 50 keywords analysed.
The 5 most visible ad creatives on laptops/desktops:
The 20 most visible advertisers on laptops/desktops:
google.co.uk displayed the most visible
individual ad creative, achieving a 52%
share of voice.
google.co.uk achieved a 65% share of
voice through bidding on 26 keywords,
at an average ad position of 3.
In May, booking.com was the most
visible advertiser, achieving a 73%
share of voice through bidding on 42
keywords, at an average ad position of
6.
LAPTOPS/DESKTOPS:
Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK 23
Boutique Hotels: Long Haul
Mobile devices: 46 searches
In May 2013, 46 searches were made using mobile devices (tablets & smartphones) for long haul-related keywords. The league table
below displays the most visible advertisers and ad creatives on Google UK for the 50 keywords analysed.
The 5 most visible ad creatives on mobile devices:
The 20 most visible advertisers on mobile devices:
cassahotelny.com displayed the most
visible individual ad creative, achieving
a 100% share of voice.
refineryhotelnewyork.com achieved a
100% share of voice through bidding
on 4 keywords, at an average ad
position of 1.
In May, cassahotelny.com was the
most visible advertiser, achieving a
100% share of voice through bidding
on 5 keywords, at an average ad
position of 1.
MOBILE DEVICES:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 24
Paid Media
Boutique Hotels: Domestic
Laptops/desktops: 50,239 searches
In May 2013, 50,239 searches were made using laptops and desktops for domestic-related keywords. The league table below displays
the most visible advertisers and ad creatives on Google UK for the 347 keywords analysed.
The 5 most visible ad creatives on laptops/desktops:
The 20 most visible advertisers on laptops/desktops:
google.co.uk displayed the most visible
individual ad creative, achieving a 47%
share of voice.
trivago.co.uk achieved a 64% share of
voice through bidding on 267
keywords, at an average ad position of
6.
In May, booking.com was the most
visible advertiser, achieving a 77%
share of voice through bidding on 306
keywords, at an average ad position of
4.
LAPTOPS/DESKTOPS:
Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK 25
Boutique Hotels: Domestic
Mobile devices: 9,558 searches
In May 2013, 9,558 searches were made using mobile devices (tablets & smartphones) for domestic-related keywords. The league table
below displays the most visible advertisers and ad creatives on Google UK for the 347 keywords analysed.
The 5 most visible ad creatives on mobile devices:
The 20 most visible advertisers on mobile devices:
chamberlininn.com displayed the most
visible individual ad creative, achieving
a 19% share of voice.
secretescapes.com achieved a 79%
share of voice through bidding on 298
keywords, at an average ad position of
2.
In May, booking.com was the most
visible advertiser, achieving an 81%
share of voice through bidding on 254
keywords, at an average ad position of
2.
MOBILE DEVICES:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 26
Paid Media
Boutique Hotels: Generic
Laptops/desktops: 19,272 searches
In May 2013, 19,272 searches were made using laptops and desktops for generic-related keywords. The league table below displays the
most visible advertisers and ad creatives on Google UK for the 47 keywords analysed.
The 5 most visible ad creatives on laptops/desktops:
The 20 most visible advertisers on laptops/desktops:
bespokeoffers.co.uk displayed the most
visible individual ad creative, achieving
a 57% share of voice.
telegraph.co.uk achieved a 72% share
of voice through bidding on 20
keywords, at an average ad position of
3.
In May, secretescapes.com was the
most visible advertiser, achieving an
89% share of voice through bidding on
37 keywords, at an average ad position
of 3.
LAPTOPS/DESKTOPS:
Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK 27
Boutique Hotels: Generic
Mobile devices: 4,638 searches
In May 2013, 4,638 searches were made using mobile devices (tablets & smartphones) for generic-related keywords. The league table
below displays the most visible advertisers and ad creatives on Google UK for the 47 keywords analysed.
The 5 most visible ad creatives on mobile devices:
The 20 most visible advertisers on mobile devices:
secretescapes.com displayed the most
visible individual ad creative, achieving
a 63% share of voice.
boutiquehoteleden.com achieved a
62% share of voice through bidding on
9 keywords, at an average ad position
of 3.
In May, secretescapes.com was the
most visible advertiser, achieving a
95% share of voice through bidding on
40 keywords, at an average ad position
of 1.
MOBILE DEVICES:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 28
It took mobile advertising almost
three years (‘…2009/10/11 will
be the year of mobile’) to make
a serious impression until we hit
2011 when we saw mobile traffic
represent almost 38% of online
traffic for retail, and on average
18% for other sectors. Mobile
advertising is cheaper, with cost
per clicks still coming in at half
the price of desktop and is more
cost effective, delivering almost
twice the average basket value
and double the conversion rate.
This is also illustrated in our most
recent Sector Reports where we
now report the different trends in
mobile versus desktop growth; the
evidence clearly shows the num-
ber of mobile searches is catching
up with desktop queries. So what’s
the problem, why are most adver-
tisers still only dipping their toes
into mobile advertising?
12 to 18 months ago site experi-
ence was definitely an issue, with
many advertisers not even bother-
ing to develop a mobile friendly
site, never mind considering the
various different device sizes.
However with responsive website
design, advertisers don’t need to
worry about whether it’s worth
investing in a separate mobile
friendly site. Even Google states
that responsive web design is its
recommended mobile configura-
tion, and even goes so far as to
refer to responsive web design
as the industry best practice. To
explain why, responsive design
sites have one URL and the same
HTML, regardless of device,
which makes it easier and more
efficient for Google to crawl, de-
mand, and organise content.
Google prefers responsive web
design because content that lives
on one website and one URL is
Feature Article
MOBILE
ADVERTISING
Why haven’t we fully
embraced it yet?
by Hannah Kimuyu
With just two months until launch, Greenlight’s Director of Paid Media Hannah
Kimuyu explores the benefits that Enhanced Campaigns will offer for mobile.
The Greenlight Sector Report
30Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000
much easier for users to share,
interact with and link to, than
content that lives on a separate
mobile site.
So that’s the site taken care of,
however does size really matter
because let’s not forget mobile
advertising isn’t just about the typ-
ical mobile handset, we also have
to consider tablet devices into this
mix as well. A recent study by
YuMe revealed “…that consumer
media consumption on mobile de-
vices is influenced by environment
and context, not just screen size”.
The study revealed that consumers
are increasingly screen agnostic
when it comes to consuming con-
tent. By device, 38% of respon-
dents accessed entertainment
content on their smartphone; 34%
on their laptop, and 28% on their
tablets. The study proceeded to
advise advertisers to throw away
their “…screen-by-screen media
planning rule books” and to focus
on a multi-screen strategy.
This advice is also echoed by
Google, who has gone as far as
overhauling its whole advertis-
ing channel (the first time since
its inception), putting mobile first
and announcing the ‘re-launch’ of
its Enhanced Campaigns in June
2013.
Enhanced Campaigns is all
about ‘…making ads simpler
in the contextual world we
live in today, yet providing the
right reporting and platform
to work with’.
[Kesh Patel, Strategic Partnership
lead for Google’s local channel
sales division]
For mobile specifically the three
real benefits include -
1. Ad Placement Focusing your
budget on the context that mat-
ters, including time of day, proxim-
ity, and type of device.
2. Ad Copy Refocusing your bid-
ding strategy and messaging to
reflect the different contextual
situations, allowing the adver-
tiser to be more consistent and
automated.
3. Reporting Being able to measure
the joint impact of where an ad
shows up and what it says e.g. mea-
suring app downloads, offers, and
click-to-call etc. (Also Google’s first
attempt at joining the dots between
different devices).
However the developments of
Enhanced Campaigns also bring a
few challenges, mainly the forced
inclusion and impending higher cost
per clicks. The higher cost per clicks
will of course be a real issue to those
advertisers who have enjoyed the
cheap, cost effective world of mobile
advertising to date. With brand
cost per clicks on the rise and the
increase in CPC’s from free shopping
becoming a paid format, some may
find it all a bit overwhelming to take
in.
That said mobile advertising is here
to stay and with Google laying out
a more sophisticated approach to
targeting the user, increased CPC’s
aside, mobile advertising is an
avenue we at Greenlight are excited
about.
by Hannah Kimuyu, Director of
Paid Media, Greenlight
So with two months
to go before Enhanced
Campaigns are fully
launched, let’s all embrace
mobile advertising once &
for all.
Given the trend so far it
can only get better!
Integrated Search
Which websites/advertisers were most visible overall for laptop/desktop searches?
The graph below analyses the Integrated Search performance of 15 different websites. By taking into account each websites Natural
Search and Paid Media visibility, the graph below shows which websites obtained the greatest overall share of voice on Google UK.
Strong Paid
Media visibility
Poor Integrated
Search visibility
Strong Integrated
Search visibility
Strong Natural
Search visibility
4 websites achieved strong
visibility in the Paid Media
Space.
No website achieved strong
visibility in the Natural Search
listings.
No website achieved strong
Integrated Search visibility.
Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK 31
The visibility obtained by each of the websites and advertisers featured in this report have been added together and ranked according to
their total visibility in the Search space. The league tables below, therefore, show which websites achieved the greatest share of
Integrated Search visibility on Google UK.
Belovedhotels.com scored in our Top
15 table of most visible websites in
Integrated Search, despite it
advertising just one resort.
mrandmrssmith.com was most visible
for searches on laptops/desktops as
overall it achieved the highest share of
Integrated Search visibility.
At a glance
The 15 most visible websites in Integrated Search (mobile devices):
The 15 most visible websites in Integrated Search (laptops/desktops):
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 32
A fully Integrated digital search
strategy is a difficult thing to
achieve but is a must for all
digital marketers in a com-
petitive multi-channel and
multi-device marketplace.
The search space has continued to
evolve at a rapid pace over the last
two to three years with the paid
and organic spaces constantly
blurring. This can be clearly seen
with the likes of Google Shop-
ping becoming part of the paid
space and aspects such as mega/
enhanced sitelinks appearing in
Paid Search ads. The addition of
Google Plus and so many search-
ers now being signed into Google
has also fundamentally changed
the Google SERPs. These recent
changes along with the introduc-
tion of universal search, a number
of years ago, has highlighted the
need for truly integrated search
strategies.
Marketers need to start using the
large amounts of data they have
at hand, to see where there is
crossover between their organic
terms and their paid presence.
Clear testing plans need to be
developed, incorporating metrics
such as traffic, rank, position,
conversion data and the volume
around keywords. A huge amount
of advertisers’ budgets are poten-
Feature Article
The Greenlight Sector Report
34Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000
tially wasted on keywords they do
not need to bid on.
However an Integrated Search
based strategy is not simply about
whether you should bid for certain
keywords or not, it needs to be
broader than that and pull in areas
such as PR, Social Media and
content creation. When plan-
ning an Integrated campaign, you
should ask: what are our plans for
video content, blogger outreach,
alignment with above the line
marketing plans etc? And how can
these elements affect our search
presence?
This should then lead you to con-
sider how to step away from con-
sidering just search and construct
not just an Integrated Search
strategy but the elements involved
in developing an Integrated digital
strategy. This can lead to answer-
ing harder questions, rather than
whether you should be bidding on
certain keywords or not.
A truly integrated strategy moves
away from looking at keywords
and asks what the business’s goals
are and how they can be achieved
in the digital sphere. It suggests
that to be fully integrated, a com-
pany’s marketing team needs to
be wholly aligned. Having siloed
individual specialists manag-
ing PPC and SEO separately (all
fighting for different budget and
different channel targets) is not
the most efficient or integrated
way to manage your strategy.
This siloed approach needs to
change and needs to be driven
from the top, businesses need to
become ‘Digital First’ companies.
C-level employees need to realise
that to deliver an integrated
strategy, all departments need to
be aligned to work towards the
business’s goals.
This may require a number
of changes
• How does reporting change if
the basis for that reporting is last
click?
• How will integration fundamen-
tally affect the business’s fore-
casts?
• How will attribution affect the
companies channel/ marketing
plan?
• How to remunerate our agency
if we are no longer looking at a
single channel?
• How will this affect contracts,
targets and business planning
moving forward?
Over the past few months we
have worked with one of our
financial clients to integrate
their strategy, making
several changes:
• Contract was reviewed so it no
longer focused on a single channel
• Targets were changed to become
target focused
• All forecasting changed to suit
one integrated model
• Billing changed to be based on
time rather than percentage of
media spend
The above changes can be a dif-
ficult one for clients to stomach as
it can go to the heart of how their
business might be run, how the
business has reported its perfor-
mance in the past, even as granu-
lar as someone’s job specification.
Whatever your view, integration
is a necessary change required
in today’s digital world. To really
embrace it, a business needs to be
ambitious and courageous.
Businesses must be able to
recognise the changes that need
to be made and have the vision to
see the benefits a truly integrated
strategy and company can deliver.
by Paul Byrne,DiGITAL
Account Director,
Greenlight.
Social Media
Social Media Marketing
The league table below analyses the 15 most visible website in Integrated Search (laptops/desktops) and lists the number of followers each
brand had on several of the main Social Media channels in May 2013. Brands in this league table are ranked according to a Klout score, which
bases its calculation on brands' influence and ability to drive actions on social networks.
TripAdvisor had the largest
number of Twitter followers
(836,142)
Trivago had the largest number
of Facebook fans (1,400,841)
In May, The Telegraph was the
most visible brand according to
our social media analysis
000767,5190Top10.com15
020,75429,462,6180409395Google.co.uk14
40146508,27501,400,841871Trivago13
4300402,771365Belovedhotels.com12
48131,26836230,9654,465Splendia11
52240254,90826,27848,5263,153Expedia10
5975244,15646,206239,61155,612Secret Escapes9
591,5401,111,8421,231,2101,029,10528,703Booking.com8
7112237,685621,55254,60931,096Mr and Mrs Smith7
7280710,643848,67082,02218,426LateRooms.com6
79892113,768520,063389,77638,056Hotels.com5
8126107,3951,537152,36732,275lastminute.com4
851,879164,5921,501,575319,119836,142TripAdvisor3
8916,6397,876,1862,143,479879,139269,184British Airways2
9149,813172,769,6517,095191,574246,197The Telegraph1
Klout
Score
YouTube
Subscribers
YouTube
Views
Google+
Followers
Facebook
Fans
Twitter
Followers
BrandNo
Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK 35
Greenlight’s Sam Haseltine
analyses the impact that
Facebook’s new product will
have for brands .
Despite Mark Zuckerberg describ-
ing his company as a “mobile first
social network”, up until now Face-
book’s mobile offering has been
largely fragmented and unreliable;
a main Facebook application, with
separate apps to improve features
such as messaging, managing
brand pages, photographing and
even poking. Although Zuckerberg
has regularly assured consumers
that “it’s not the right strategy for
us...to build a phone”, anticipation
had built prior to its most recent
summoning of press to its Cuper-
tino base, around what its latest
mobile release would involve. They
announced Facebook ‘Home’.
‘Home’ is not a standalone ap-
plication, rather it’s a launcher for
Android which adds a complete
integration layer on top of the
Android OS. Users will witness a
complete overhaul of their phone’s
UI (user interface) and Facebook is
promising three standout features:
Cover Feed, Chat Heads and App
Launcher to place people, rather
than applications, at the centre of
its mobile experience.
Although its intention is to place
people at the forefront of mobile
devices rather than applications, it
appears that with ‘Home’, Face-
book is placing additional empha-
sis on quality of relationships and
content (not too dissimilar to the
way Google rolled out Panda and
Penguin updates to add additional
weight to the quality of a link back
Feature Article
The Impact of Facebook ‘Home’
What could
Facebook’s new
product mean for
your brand?
The Greenlight Sector Report
37Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000
2. Focus on building a better relationship
with your customers
By investing in the relationship with the
people who use your Facebook page, you’ll
be building a foundation of trust that will
bring your fans to a place where they’re
more receptive to your content; a place
you’ll need to be in if you don’t want your
fans to grow tired of seeing your content on
their phone ‘Home’ screen.
3. Promoted Content
How Facebook intends to use Home for
promoted content is yet to be announced,
although Adam Mosseri, Facebook Product
Director, says “We’re designing a lot of really
high-quality ad units for Cover Feed.” At this
stage I would anticipate it to involve the op-
portunity for brands to pay a premium rate,
above that for promoted posts, to reach their
existing fan base through Home. Unless this
happens, we can confidently say that Home
will become nothing more than opt-in spam.
to your site when organising
SERPs). Facebook’s mechanism
for doing so is fronted by a
dynamic home and lock screen
(Cover Feed), populated by
imagery and content from users
friends and the pages they have
liked. Without the quality of this
content being to a high standard,
users of the Android launcher
may quickly be turned off. Unless
their network is populated exclu-
sively by professional photogra-
phers, it’s highly likely their home
screens will become inundated
with pixelated images of their
friends’ babies and food.
Equally, users of ‘Home’ may find
themselves scrutinising the qual-
ity of relationships they maintain
within Facebook (between friends
and brands). Once the relation-
ships become the focal point
of a device you use as often as
your phone, it may soon become
apparent that there are many
connections that just don’t war-
rant the exposure ‘Home’ could
give them.
What could Home
mean for brands?
Zuckerberg has already expressed his
intention to use Home as an opportunity
for brands to purchase premium advertis-
ing real estate. The potential for this
assumes the success of Home and uptake
by Android users. However, what impact
does it have for brands?
1. Focus on quality content
Your brand’s latest update could find itself
front and centre, in the palm of your cus-
tomers hands when they glance at your
phone. With this in mind, the quality (res-
olution, visual appeal, lighting etc) needs
to be better than it’s ever been if you’re to
stand out and grab your customers atten-
tion. On the contrary, if the quality is poor,
you will not only be losing an opportunity
but also may find yourself losing fans and
engagement levels dropping.
What other opportunities
could Home introduce?
Inadvertently it’s possible that
Facebook has heralded in a new
dawn of opportunity for brands.
And it doesn’t involve Facebook
‘Home’.
Currently the Android ‘launcher’
marketplace is relatively small;
instead consumers opting to trust
and use the built in UI. With this
in mind and, again, assuming the
success of ‘Home’, it could raise
awareness and drive adoption of
the launcher marketplace. With
more consumers realising the
potential of a Launcher, this could
open the door for brands to take
a leaf out of Facebook’s book and
build their own. I know, for one,
that if a brand, company, band or
sports team were to build an app
that afforded me the opportunity to
have a mobile experience centred
on them, I’d be keen to take it
up, especially if it was West Ham
United F.C.
Facebook ‘Home’ is new, and
there’s more to it than just the
Cover Feed. Chat Heads, for
example, allows messaging to take
place in an overlay on top of other
applications so you never have
to stop what you’re doing to chat.
Equally, the Cover Feed can be
turned off. However, once you take
that away and reduce the launcher
to just Chat Heads and App
Launcher (which is just a menu),
what’s really left for users to get
excited about?
Regardless of whether Facebook
‘Home’ is popular, brands should
still be improving the quality of
their content and investing in fan
relationships. By getting this right,
companies’ Facebook pages and
content will become a far richer
experience for users. And if Home
proves popular, they’ll be in a
great place to leverage what it
potentially has to offer.
by Sam Haseltine, Social Media
Strategist, Greenlight
About this report
How this report was created Disclaimer:
Greenlight’s Research & Insights team collected 602
Boutique Hotels-related terms queried by online
consumers. The keyword set was then uploaded to
Greenlight’s Hydra platform, which collected volumes
for the associated keywords. Hydra then analysed which
websites and advertisers appeared for the keywords
analysed and from there, ranked websites and
advertisers based on their share of visibility in the
Natural Search listings and Paid Media space on Google
UK.
All data displayed in this report is based on a wide range
of keywords, and therefore aims to provide readers with
a generic overview of the online Boutique Hotels sector
in May 2013.
The information provided in this report is for information
only and should not be relied upon to enter into any
business transaction or to make any commercial
decision. Whilst Greenlight has made every effort to
ensure the accuracy of this report, Greenlight cannot
accept any liability for any error or inaccuracy found
within this document and no warranty is provided
regarding its completeness or its suitability for any
purpose. The content of the report is the copyright of
Greenlight Marketing Limited. The reader may use and
circulate the report within its own business organisation.
However, it is not permitted to exploit, distribute, sell or
otherwise make use of the report for commercial gain. It
is permitted to reproduce extracts of the report for
public interest, provided that the publisher credits
Greenlight as the source of the work.
Bespoke Sector Reports
If you can’t find a report which analyses the online industry you are
interested in or if you want to analyse a specific keyword set, get in
touch and find out more about Greenlight’s bespoke reports.
Greenlight currently creates bespoke reports for a wide range of
online brands, providing Marketing teams with the insights they need
to make informed decisions about their online strategies in the UK
and abroad.
Download free reports
Greenlight’s Research & Insights team produce Sector Reports analysing more
than 20 different online industries. To view and download all FREE reports, visit
www.gossip.greenlightdigital.com
Get in touch
Contact
Ian Hucklesby
Business Development Director
T: +44 (0) 20 3326 6237
Email: ian.hucklesby@greenlightdigital.com
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 38
The greenlight sector
REPORTPRODUCT FOCUS
Shoes & Accessories,
Dresses,
Womenswear,
Menswear.
An exclusive snapshot of the online Search & Social Media market MARCH 2013
‘Mobile Advertising -
Why haven’t we fully
embraced it yet?’
asks Hannah Kimuyu.
Exactly what will it take
for brands to embrace the
new reality we find?
Adam Bunn discusses.
What could Facebook’s
new product Home mean
for your brand? Article
by Sam Haseltine.
Introducing the
Greenlight
Sector Reports
GREENLIGHT’S INDUSTRY RENOWNED
SECTOR REPORTS HAVE HAD A MAKEOVER!
The redesigned reports now cater for 21 different
verticals and include mobile search results. WHY?
Mobile traffic represents almost 38% of online traffic
for retail and on average 18% for other sectors.
If you are interested in downloading
our FREE Sector Reports go to:
www.greenlightdigital.com/gossip/
COMING SOON
_CRUISES
_HOME & GARDEN
_ENERGY
_LIFE INSURANCE
_HEALTH & WELLBEING
_MOBILE
_ONLINE DATING
_CONSUMER ELECTRONICS
	
The greenlight sector
REPORT
An exclusive snapshot of the online Search & Social Media market MARCH 2013
‘Mobile Advertising -
Why haven’t we fully
embraced it yet?’
asks Hannah Kimuyu.
Exactly what will it take
for brands to embrace the
new reality we find?
Adam Bunn discusses.
What could Facebook’s
new product Home mean
for your brand? Article
by Sam Haseltine.
PRODUCT FOCUS
Generic
Job title - specific
Location title - specific
DID YOU
KNOW?
Greenlight produces BESPOKE Sector
Reports for a wide range of online brands,
providing companies with the insights
needed to make informed decisions about
their online strategies in the UK and abroad.
Keen to find out more? CONTACT US NOW.
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Greenlight's Boutique Hotels Sector Report, May 2013, Issue 2

  • 1. The greenlight sector REPORT An exclusive snapshot of the online Search & Social Media market ‘Mobile Advertising - Why haven’t we fully embraced it yet?’ asks Hannah Kimuyu. Exactly what will it take for brands to embrace the new reality of search? Adam Bunn discusses. What could Facebook’s new product ‘Home’ mean for your brand? Article by Sam Haseltine. MAY 2013
  • 2. The Greenlight Sector Report Advertisement Apply to iwanttowork@greenlightdigital.com
  • 3. ARTICLE Contents What will it take for brands to embrace the new reality of Search? Interflora’s recent run in with Google gets Greenlight’s SEO Director, Adam Bunn, questioning the ‘state of link building’. 3 The Impact of Facebook‘Home’ How can we get the most from mobile advertising? Integrated Search & Digital Strategies 32 Article by Paul Byrne 29 feature articles 1 The Greenlight Sector Report Foreword 7 Natural Search 1 Exactly what will it take for brands to embrace the new reality of Search? 1 Paid Media 2 Article: Mobile advertising ntegrated Search Article: Integrated Search & Digital Strategies ocial Media Article: The impact of Facebook Hom
  • 4. foreword At Greenlight, we pride ourselves on being thought leaders within the Search industry. Utilising our unique data aggregation and visualisation platform, Hydra, we are able to track, record and analyse consumer search behaviour in any given market vertical, which in turn leads to the creation of our industry renowned Sector Reports. Each report gives an indication to the size of the potential online audience and examines the most visible websites and advertisers on Google UK. In the past few months, we have worked hard to improve our Sector Reports by giving them a new look and feel, updating the keyword sets we analyse and adding mobile search data to the mix, thus providing insight into how searches differ on different devices. We hope that you enjoy the updated versions of our Sector Reports. If you have any suggestions on how we can improve our reports, please contact us at marketing@greenlightdigital.com. Kind regards, Alicia Levy by Alicia Levy, Greenlight CMO GREENLIGHT WELCOME Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000
  • 5. Report Overview Executive Summary This report profiles search behaviour for the online Boutique Hotels sector. It analyses which websites, advertisers and brands were most visible in the Google UK Natural Search and Paid Media listings, when consumers searched for boutique hotels-related terms. This report also assesses which brands interacted well on the Social Media networks. In our analysis we established that: booking.com was the most visible advertiser for boutique hotels-related searches on mobile devices, achieving a 60% share of voice. tripadvisor.co.uk was the most visible website for boutique hotels-related searches on laptops/desktops, achieving a 32% share of voice. Queries for domestic-related keywords accounted for 56% of all searches made using laptops/desktops and 64% of all queries made using mobile devices. In May, 104,733 queries were made by consumers searching for boutique hotels-related terms on laptops/desktops and mobile devices (tablets & smartphones). Percentage breakdown of searches made for each subsector (laptops/desktops): Percentage breakdown of searches made for each subsector (mobile devices): Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK
  • 6. May Overview In May 2013, 104,733 searches were made for boutique hotels-related terms using laptops/desktops and mobile devices. The graphs below show a breakdown of the number of searches made for each of the subsectors analysed in this report, as well as an overview of the total number of searches made for the online boutique hotels market in the past 12 months. Retrospective 12 month view of the online boutique hotels market Breakdown of subsector searches by platform (May 2013) Searches for domestic destinations were most popular on laptops/desktops, accounting for 56% of all searches made for the sector. In May, 14,948 searches were made for boutique hotels-related keywords using mobile devices. In May, 89,785 searches were made for boutique hotels-related keywords using laptops and desktops. At a glance Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • 7. Natural Search Boutique Hotels: Overall Laptops/desktops: 89,785 searches In May 2013, 89,785 searches were made using laptops and desktops for boutique hotels-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 602 keywords analysed. The 20 most visible websites on laptops/desktops: Top 10 search terms: mrandmrssmith.com attained an 18% share of voice through ranking for 270 keywords, including the search terms ‘cheap boutique hotels Paris’ and ‘New Forest boutique hotels’. tripadvisor.co.uk was the most visible website, achieving a 32% share of voice through ranking for 345 keywords, including the search terms ‘boutique hotels North Wales’ and ‘romantic country hotels’. In May, the keyword ‘boutique hotels’ was queried 8,100 times, accounting for 9% of all searches made using laptops/desktops. LAPTOPS/DESKTOPS: Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK
  • 8. Boutique Hotels: Overall Mobile devices: 14,948 searches In May 2013, 14,948 searches were made using mobile devices (tablets & smartphones) for boutique hotels-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 602 keywords analysed. The 20 most visible websites on mobile devices: Top 10 search terms: mrandmrssmith.com attained a 75% share of voice through ranking for 483 keywords, including the search terms ‘What is a boutique hotel?’ and ‘romantic hotel Majorca’. tripadvisor.co.uk was the most visible website, achieving a 79% share of voice through ranking for 593 keywords, including the search terms ‘romantic hotel breaks’ and ‘boutique hotel UK’. In May, the keyword ‘boutique hotels’ was queried 2,900 times, accounting for 19% of all searches made using mobile devices. MOBILE DEVICES: Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • 9. Natural Search Boutique Hotels: Short Haul Laptops/desktops: 16,195 searches In May 2013, 16,195 searches were made using laptops and desktops for short haul-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 158 keywords analysed. The 20 most visible websites on laptops/desktops: Top 10 search terms: mrandmrssmith.com attained a 12% share of voice through ranking for 49 keywords, including the search terms ‘cheap boutique hotels Paris’ and ‘boutique hotel Italy’. tripadvisor.co.uk was the most visible website, achieving a 21% share of voice through ranking for 65 keywords, including the search terms ‘Tenerife boutique hotels’ and ‘boutique hotels Mykonos’. In May, the keyword ‘boutique hotels Paris’ was queried 1,000 times, accounting for 6% of all searches made using laptops/desktops. LAPTOPS/DESKTOPS: Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK
  • 10. Boutique Hotels: Short Haul Mobile devices: 706 searches In May 2013, 706 searches were made using mobile devices (tablets & smartphones) for short haul-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 158 keywords analysed. The 20 most visible websites on mobile devices: Top 10 search terms: guardian.co.uk attained an 86% share of voice through ranking for 84 keywords, including the search terms ‘boutique hotels Majorca’ and ‘boutique hotels Gran Canaria’. tripadvisor.co.uk was the most visible website, achieving an 87% share of voice through ranking for 156 keywords, including the search terms ‘boutique hotels in Majorca’ and ‘boutique hotels Tenerife’. In May, the keyword ‘boutique hotels Paris’ was queried 170 times, accounting for 24% of all searches made using mobile devices. MOBILE DEVICES: Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • 11. Natural Search Boutique Hotels: Long Haul Laptops/desktops: 4,079 searches In May 2013, 4,079 searches were made using laptops and desktops for long haul-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 50 keywords analysed. The 20 most visible websites on laptops/desktops: Top 10 search terms: mrandmrssmith.com attained a 21% share of voice through ranking for 18 keywords, including the search terms ‘boutique hotels Cuba’ and ‘boutique hotel Sri Lanka’. tripadvisor.co.uk was the most visible website, achieving a 27% share of voice through ranking for 21 keywords, including the search terms ‘boutique hotels Istanbul’ and ‘boutique hotels Cuba’. In May, the keyword ‘boutique hotels New York’ was queried 480 times, accounting for 12% of all searches made using laptops/desktops. LAPTOPS/DESKTOPS: Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK
  • 12. Boutique Hotels: Long Haul Mobile devices: 46 searches In May 2013, 46 searches were made using mobile devices (tablets & smartphones) for long haul-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 50 keywords analysed. The 20 most visible websites on mobile devices: Top 10 search terms: guardian.co.uk attained a 91% share of voice through ranking for 26 keywords, including the search terms ‘boutique hotels Thailand’ and ‘boutique hotels Cape Town’. mrandmrssmith.com was the most visible website, achieving a 100% share of voice through ranking for 45 keywords, including the search terms ‘boutique hotels Cuba’ and ‘boutique hotels in Turkey’. In May, only one keyword was searched for on mobile devices. ‘Boutique hotels NYC’ was queried 46 times, accounting for 100% of all searches made using mobile devices. MOBILE DEVICES: Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • 13. Natural Search Boutique Hotels: Domestic Laptops/desktops: 50,239 searches In May 2013, 50,239 searches were made using laptops and desktops for domestic-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 347 keywords analysed. The 20 most visible websites on laptops/desktops: Top 10 search terms: mrandmrssmith.com attained a 26% share of voice through ranking for 193 keywords, including the search terms ‘New Forest boutique hotels’ and ‘boutique hotels in Norfolk’. tripadvisor.co.uk was the most visible website, achieving a 45% share of voice through ranking for 243 keywords, including the search terms ‘boutique hotels North Wales’ and ‘luxury boutique hotels Scotland’. In May, the keyword ‘boutique hotels London’ was queried 3,600 times, accounting for 7% of all searches made using laptops/desktops. LAPTOPS/DESKTOPS: Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK
  • 14. Boutique Hotels: Domestic Mobile devices: 9,558 searches In May 2013, 9,558 searches were made using mobile devices (tablets & smartphones) for domestic-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 347 keywords analysed. The 20 most visible websites on mobile devices: Top 10 search terms: mrandmrssmith.com attained a 72% share of voice through ranking for 283 keywords, including the search terms ‘boutique hotels Northumberland’ and ‘boutique hotels Northern Ireland’. tripadvisor.co.uk was the most visible website, achieving a 93% share of voice through ranking for 343 keywords, including the search terms ‘boutique hotel UK’ and ‘romantic hotels Yorkshire’. In May, the keyword ‘romantic hotels UK’ was queried 880 times, accounting for 9% of all searches made using mobile devices. MOBILE DEVICES: Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 1
  • 15. Natural Search Boutique Hotels: Generic Laptops/desktops: 19,272 searches In May 2013, 19,272 searches were made using laptops and desktops for generic-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 47 keywords analysed. The 20 most visible websites on laptops/desktops: Top 10 search terms: mrandmrssmith.com attained a 4% share of voice through ranking for 10 keywords, including the search terms ‘budget boutique hotels’ and ‘small boutique hotels’. tripadvisor.co.uk was the most visible website, achieving a 6% share of voice through ranking for 16 keywords, including the search terms ‘romantic country hotels’ and ‘contemporary hotels’. In May, the keyword ‘boutique hotels’ was queried 8,100 times, accounting for 42% of all searches made using laptops/desktops. LAPTOPS/DESKTOPS: Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK 1
  • 16. Boutique Hotels: Generic Mobile devices: 4,638 searches In May 2013, 4,638 searches were made using mobile devices (tablets & smartphones) for generic-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 47 keywords analysed. The 20 most visible websites on mobile devices: Top 10 search terms: slh.com attained a 71% share of voice through ranking for 17 keywords, including the search terms ‘boutique hotel holidays’ and ‘boutique hotels Algarve’. mrandmrssmith.com was the most visible website, achieving an 82% share of voice through ranking for 32 keywords, including the search terms ‘What is a boutique hotel?’ and ‘small luxury hotels’. In May, the keyword ‘boutique hotels’ was queried 2,900 times, accounting for 63% of all searches made using mobile devices. MOBILE DEVICES: Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 1
  • 17. As I write this it’s been almost a month since Interflora’s recovery from the landmark Google penalty caused almost certainly by a large number of paid advertorials and potentially by a number of other link building techniques. Interflora had suffered a milder penalty in 2012 from which it had recovered, but then continued to link build against Google’s guidelines thus in- curring a rarely seen level of wrath from the web spam team that saw them lose rankings not only for all of their generic and long tail que- ries but also their brand – an almost unheard of level of severity for a link based penalty. It seems an opportune time to put down some of my thoughts on the “state of link building”, current and future. Linking without linking As social media becomes the de facto way of expressing appreciation for a piece of content, naturally given links are becoming vanishingly rare. Frankly, why would you bother when you can press a “share” or “like” button and be done with it? Meanwhile there is a flight of SEO’s to the few remaining link building “techniques” that are collectively deemed “safe”, however misin- formed they may be. Various forms of semantic markup that allow content to reference its source without an explicit link may also prove important in the future. Google’s proprietary authorship markup is widely hyped but is just one example of a burgeoning pool of schema and microformatting options for content providers. Make no mistake: search engines will have to use these “non-link” link signals more in the future. After all, they are companies that have historically leant on links as a signal, but are now faced with a shrinking pool of those links, a greater and greater percentage of which are manipulated (if you think about it for long enough you almost start to feel sorry for them). Mixed messages from Google For marketers, things are getting confused by Google’s apparent mixed messages on various types of link, caused by their increasingly prominent television advertising for the Chrome browser and the connected “ecosys- tem” of Google services. In a classic case of the left hand not talking to the right, paid advertorials, sponsored posts and product reviews have all received apparent endorsements by Google on the one hand while various penalties, warnings and guidelines tell a completely different story. “Google’s hypocrisy is bound to raise ire & confusion in equal measure.” Take product reviews. The basic ap- proach here is to identify a number of bloggers in your industry with a desirable following and send them free products to review. From there angles vary, from the obviously unnatural “in return for me sending you this I expect a link to this page with this anchor text” to “here’s a product, do what you will”. The former line is explicitly named and shamed in Google’s webmaster guide- lines, and the shades of grey in the middle have various degrees of risk. A highly trumped campaign by Interflora resulted in many product review style blog posts, many of which had links to Interflora that might have been deemed unnatural (note that nobody except Google, including probably Interflora themselves, knows exactly which links if any contributed to their penalty aside from the paid advertori- Feature Article Exactly what will it take for brands to embrace the new reality of search? FEATURE ARTICLE Interflora’s recent run in with Google gets Greenlight’s SEO Director, Adam Bunn, questioning the ‘state of link building’. The Greenlight Sector Report
  • 18. als that are about as open and shut a case as it’s possible to get). Meanwhile, the current Google Chrome above the line campaign you may have seen on TV recently (http://youtu.be/E0qDrRJT4zE) fea- tures the story of Cambridge Satch- els, a start up company that sends products to fashion bloggers as part of its online marketing strategy. In the ad this results in YouTube video reviews, but Google certainly runs the risk of being seen to explicitly sanction sending products to blog- gers in return for promotion, includ- ing by extension links. In reality of course, Chrome’s marketing team just aren’t talking to Matt Cutts and his web spam team, proof of which came when a paid advertorial and a number of sponsored blog posts for Chrome went live on the day that Interflora was banned including followable links to various Google pages. At the time of writing, Google seems to have removed the specific posts that were widely reported on but others still remain, including its links (search for “this blog is part of a series sponsored by Chromebooks” in quotes to unearth some). This hypocrisy is bound to raise ire and confusion in equal measure. 18Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000 In March Matt Cutts told us to expect a “very large” Penguin update at some point this year. Penguin is the closest thing to an algorithmic version of a member of the web spam team, dishing out ranking “filters” that feel like link penalties, thus far to a very small number of sites (to date Penguin updates have typically affected less than 0.5% of search results). It’s difficult to say what constitutes “very large” but I think it is now quite obvious (despite Chrome’s best efforts) that in general Google expects market- ers to be going cold turkey on link “building” and doing things properly. At the moment this has resulted in a lot of noise about content market- ing. Unfortunately I am not convinced that many people really get what this means. I recently attended a content strategy conference full of people whose jobs revolved purely around content. The thing that struck me most clearly was that the concept of assigning value to content was seen as weirdly alien. In particular, in a session dedicated exactly to this topic, the speaker had to explain what ROI meant and felt the need to speak to the del- egates like a room of primary school pupils. For someone coming from an online marketing background it w as faintly condescending and frankly bizarre. I have written often in the Greenlight magazine of the need to blend the various strands of on- and off-line marketing into compelling campaigns and I’m more convinced than ever now that success will come from mashing creativity together with the science of numbers driven market- ing – call it content marketing if you like. Perhaps the Interflora case and the threat of a looming super algo- rithm update will turn out to be the tipping point that convinces brands to embrace the new reality we find ourselves in. The 2013 Google Super Algorithm Update ByAdam Bunn, Director of SEO, Greenlight
  • 19. Paid Media Boutique Hotels: Overall Laptops/desktops: 89,785 searches In May 2013, 89,785 searches were made using laptops and desktops for boutique hotels-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 602 keywords analysed. secretescapes.com achieved a 59% share of voice through bidding on 447 keywords, at an average ad position of 6. In May, booking.com was the most visible advertiser, achieving a 60% share of voice through bidding on 511 keywords, at an average ad position of 5. LAPTOPS/DESKTOPS: The 30 most visible advertisers on laptops/desktops: Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK 19
  • 20. Boutique Hotels: Overall Mobile devices: 14,948 searches In May 2013, 14,948 searches were made using mobile devices (tablets & smartphones) for boutique hotels-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 602 keywords analysed. booking.com achieved a 58% share of voice through bidding on 434 keywords, at an average ad position of 2. In May, secretescapes.com was the most visible advertiser, achieving an 82% share of voice through bidding on 502 keywords, at an average ad position of 2. MOBILE DEVICES: The 30 most visible advertisers on mobile devices: Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 20
  • 21. Paid Media Boutique Hotels: Short Haul Laptops/desktops: 16,195 searches In May 2013, 16,195 searches were made using laptops and desktops for short haul-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 158 keywords analysed. The 5 most visible ad creatives on laptops/desktops: The 20 most visible advertisers on laptops/desktops: google.co.uk displayed the most visible individual ad creative, achieving a 55% share of voice. mrandmrssmith.com achieved a 63% share of voice through bidding on 91 keywords, at an average ad position of 4. In May, google.co.uk was the most visible advertiser, achieving a 68% share of voice through bidding on 91 keywords, at an average ad position of 3. LAPTOPS/DESKTOPS: Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK 21
  • 22. Boutique Hotels: Short Haul Mobile devices: 706 searches In May 2013, 706 searches were made using mobile devices (tablets & smartphones) for short haul-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 158 keywords analysed. The 5 most visible ad creatives on mobile devices: The 20 most visible advertisers on mobile devices: hoteloriginalparis.com displayed the most visible individual ad creative, achieving a 45% share of voice. booking.com achieved a 46% share of voice through bidding on 120 keywords, at an average ad position of 2. In May, derbyhotels.com was the most visible advertiser, achieving a 66% share of voice through bidding on 15 keywords, at an average ad position of 1. MOBILE DEVICES: Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 22
  • 23. Paid Media Boutique Hotels: Long Haul Laptops/desktops: 4,079 searches In May 2013, 4,079 searches were made using laptops and desktops for long haul-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 50 keywords analysed. The 5 most visible ad creatives on laptops/desktops: The 20 most visible advertisers on laptops/desktops: google.co.uk displayed the most visible individual ad creative, achieving a 52% share of voice. google.co.uk achieved a 65% share of voice through bidding on 26 keywords, at an average ad position of 3. In May, booking.com was the most visible advertiser, achieving a 73% share of voice through bidding on 42 keywords, at an average ad position of 6. LAPTOPS/DESKTOPS: Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK 23
  • 24. Boutique Hotels: Long Haul Mobile devices: 46 searches In May 2013, 46 searches were made using mobile devices (tablets & smartphones) for long haul-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 50 keywords analysed. The 5 most visible ad creatives on mobile devices: The 20 most visible advertisers on mobile devices: cassahotelny.com displayed the most visible individual ad creative, achieving a 100% share of voice. refineryhotelnewyork.com achieved a 100% share of voice through bidding on 4 keywords, at an average ad position of 1. In May, cassahotelny.com was the most visible advertiser, achieving a 100% share of voice through bidding on 5 keywords, at an average ad position of 1. MOBILE DEVICES: Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 24
  • 25. Paid Media Boutique Hotels: Domestic Laptops/desktops: 50,239 searches In May 2013, 50,239 searches were made using laptops and desktops for domestic-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 347 keywords analysed. The 5 most visible ad creatives on laptops/desktops: The 20 most visible advertisers on laptops/desktops: google.co.uk displayed the most visible individual ad creative, achieving a 47% share of voice. trivago.co.uk achieved a 64% share of voice through bidding on 267 keywords, at an average ad position of 6. In May, booking.com was the most visible advertiser, achieving a 77% share of voice through bidding on 306 keywords, at an average ad position of 4. LAPTOPS/DESKTOPS: Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK 25
  • 26. Boutique Hotels: Domestic Mobile devices: 9,558 searches In May 2013, 9,558 searches were made using mobile devices (tablets & smartphones) for domestic-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 347 keywords analysed. The 5 most visible ad creatives on mobile devices: The 20 most visible advertisers on mobile devices: chamberlininn.com displayed the most visible individual ad creative, achieving a 19% share of voice. secretescapes.com achieved a 79% share of voice through bidding on 298 keywords, at an average ad position of 2. In May, booking.com was the most visible advertiser, achieving an 81% share of voice through bidding on 254 keywords, at an average ad position of 2. MOBILE DEVICES: Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 26
  • 27. Paid Media Boutique Hotels: Generic Laptops/desktops: 19,272 searches In May 2013, 19,272 searches were made using laptops and desktops for generic-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 47 keywords analysed. The 5 most visible ad creatives on laptops/desktops: The 20 most visible advertisers on laptops/desktops: bespokeoffers.co.uk displayed the most visible individual ad creative, achieving a 57% share of voice. telegraph.co.uk achieved a 72% share of voice through bidding on 20 keywords, at an average ad position of 3. In May, secretescapes.com was the most visible advertiser, achieving an 89% share of voice through bidding on 37 keywords, at an average ad position of 3. LAPTOPS/DESKTOPS: Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK 27
  • 28. Boutique Hotels: Generic Mobile devices: 4,638 searches In May 2013, 4,638 searches were made using mobile devices (tablets & smartphones) for generic-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 47 keywords analysed. The 5 most visible ad creatives on mobile devices: The 20 most visible advertisers on mobile devices: secretescapes.com displayed the most visible individual ad creative, achieving a 63% share of voice. boutiquehoteleden.com achieved a 62% share of voice through bidding on 9 keywords, at an average ad position of 3. In May, secretescapes.com was the most visible advertiser, achieving a 95% share of voice through bidding on 40 keywords, at an average ad position of 1. MOBILE DEVICES: Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 28
  • 29. It took mobile advertising almost three years (‘…2009/10/11 will be the year of mobile’) to make a serious impression until we hit 2011 when we saw mobile traffic represent almost 38% of online traffic for retail, and on average 18% for other sectors. Mobile advertising is cheaper, with cost per clicks still coming in at half the price of desktop and is more cost effective, delivering almost twice the average basket value and double the conversion rate. This is also illustrated in our most recent Sector Reports where we now report the different trends in mobile versus desktop growth; the evidence clearly shows the num- ber of mobile searches is catching up with desktop queries. So what’s the problem, why are most adver- tisers still only dipping their toes into mobile advertising? 12 to 18 months ago site experi- ence was definitely an issue, with many advertisers not even bother- ing to develop a mobile friendly site, never mind considering the various different device sizes. However with responsive website design, advertisers don’t need to worry about whether it’s worth investing in a separate mobile friendly site. Even Google states that responsive web design is its recommended mobile configura- tion, and even goes so far as to refer to responsive web design as the industry best practice. To explain why, responsive design sites have one URL and the same HTML, regardless of device, which makes it easier and more efficient for Google to crawl, de- mand, and organise content. Google prefers responsive web design because content that lives on one website and one URL is Feature Article MOBILE ADVERTISING Why haven’t we fully embraced it yet? by Hannah Kimuyu With just two months until launch, Greenlight’s Director of Paid Media Hannah Kimuyu explores the benefits that Enhanced Campaigns will offer for mobile. The Greenlight Sector Report
  • 30. 30Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000 much easier for users to share, interact with and link to, than content that lives on a separate mobile site. So that’s the site taken care of, however does size really matter because let’s not forget mobile advertising isn’t just about the typ- ical mobile handset, we also have to consider tablet devices into this mix as well. A recent study by YuMe revealed “…that consumer media consumption on mobile de- vices is influenced by environment and context, not just screen size”. The study revealed that consumers are increasingly screen agnostic when it comes to consuming con- tent. By device, 38% of respon- dents accessed entertainment content on their smartphone; 34% on their laptop, and 28% on their tablets. The study proceeded to advise advertisers to throw away their “…screen-by-screen media planning rule books” and to focus on a multi-screen strategy. This advice is also echoed by Google, who has gone as far as overhauling its whole advertis- ing channel (the first time since its inception), putting mobile first and announcing the ‘re-launch’ of its Enhanced Campaigns in June 2013. Enhanced Campaigns is all about ‘…making ads simpler in the contextual world we live in today, yet providing the right reporting and platform to work with’. [Kesh Patel, Strategic Partnership lead for Google’s local channel sales division] For mobile specifically the three real benefits include - 1. Ad Placement Focusing your budget on the context that mat- ters, including time of day, proxim- ity, and type of device. 2. Ad Copy Refocusing your bid- ding strategy and messaging to reflect the different contextual situations, allowing the adver- tiser to be more consistent and automated. 3. Reporting Being able to measure the joint impact of where an ad shows up and what it says e.g. mea- suring app downloads, offers, and click-to-call etc. (Also Google’s first attempt at joining the dots between different devices). However the developments of Enhanced Campaigns also bring a few challenges, mainly the forced inclusion and impending higher cost per clicks. The higher cost per clicks will of course be a real issue to those advertisers who have enjoyed the cheap, cost effective world of mobile advertising to date. With brand cost per clicks on the rise and the increase in CPC’s from free shopping becoming a paid format, some may find it all a bit overwhelming to take in. That said mobile advertising is here to stay and with Google laying out a more sophisticated approach to targeting the user, increased CPC’s aside, mobile advertising is an avenue we at Greenlight are excited about. by Hannah Kimuyu, Director of Paid Media, Greenlight So with two months to go before Enhanced Campaigns are fully launched, let’s all embrace mobile advertising once & for all. Given the trend so far it can only get better!
  • 31. Integrated Search Which websites/advertisers were most visible overall for laptop/desktop searches? The graph below analyses the Integrated Search performance of 15 different websites. By taking into account each websites Natural Search and Paid Media visibility, the graph below shows which websites obtained the greatest overall share of voice on Google UK. Strong Paid Media visibility Poor Integrated Search visibility Strong Integrated Search visibility Strong Natural Search visibility 4 websites achieved strong visibility in the Paid Media Space. No website achieved strong visibility in the Natural Search listings. No website achieved strong Integrated Search visibility. Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK 31
  • 32. The visibility obtained by each of the websites and advertisers featured in this report have been added together and ranked according to their total visibility in the Search space. The league tables below, therefore, show which websites achieved the greatest share of Integrated Search visibility on Google UK. Belovedhotels.com scored in our Top 15 table of most visible websites in Integrated Search, despite it advertising just one resort. mrandmrssmith.com was most visible for searches on laptops/desktops as overall it achieved the highest share of Integrated Search visibility. At a glance The 15 most visible websites in Integrated Search (mobile devices): The 15 most visible websites in Integrated Search (laptops/desktops): Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 32
  • 33. A fully Integrated digital search strategy is a difficult thing to achieve but is a must for all digital marketers in a com- petitive multi-channel and multi-device marketplace. The search space has continued to evolve at a rapid pace over the last two to three years with the paid and organic spaces constantly blurring. This can be clearly seen with the likes of Google Shop- ping becoming part of the paid space and aspects such as mega/ enhanced sitelinks appearing in Paid Search ads. The addition of Google Plus and so many search- ers now being signed into Google has also fundamentally changed the Google SERPs. These recent changes along with the introduc- tion of universal search, a number of years ago, has highlighted the need for truly integrated search strategies. Marketers need to start using the large amounts of data they have at hand, to see where there is crossover between their organic terms and their paid presence. Clear testing plans need to be developed, incorporating metrics such as traffic, rank, position, conversion data and the volume around keywords. A huge amount of advertisers’ budgets are poten- Feature Article The Greenlight Sector Report
  • 34. 34Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000 tially wasted on keywords they do not need to bid on. However an Integrated Search based strategy is not simply about whether you should bid for certain keywords or not, it needs to be broader than that and pull in areas such as PR, Social Media and content creation. When plan- ning an Integrated campaign, you should ask: what are our plans for video content, blogger outreach, alignment with above the line marketing plans etc? And how can these elements affect our search presence? This should then lead you to con- sider how to step away from con- sidering just search and construct not just an Integrated Search strategy but the elements involved in developing an Integrated digital strategy. This can lead to answer- ing harder questions, rather than whether you should be bidding on certain keywords or not. A truly integrated strategy moves away from looking at keywords and asks what the business’s goals are and how they can be achieved in the digital sphere. It suggests that to be fully integrated, a com- pany’s marketing team needs to be wholly aligned. Having siloed individual specialists manag- ing PPC and SEO separately (all fighting for different budget and different channel targets) is not the most efficient or integrated way to manage your strategy. This siloed approach needs to change and needs to be driven from the top, businesses need to become ‘Digital First’ companies. C-level employees need to realise that to deliver an integrated strategy, all departments need to be aligned to work towards the business’s goals. This may require a number of changes • How does reporting change if the basis for that reporting is last click? • How will integration fundamen- tally affect the business’s fore- casts? • How will attribution affect the companies channel/ marketing plan? • How to remunerate our agency if we are no longer looking at a single channel? • How will this affect contracts, targets and business planning moving forward? Over the past few months we have worked with one of our financial clients to integrate their strategy, making several changes: • Contract was reviewed so it no longer focused on a single channel • Targets were changed to become target focused • All forecasting changed to suit one integrated model • Billing changed to be based on time rather than percentage of media spend The above changes can be a dif- ficult one for clients to stomach as it can go to the heart of how their business might be run, how the business has reported its perfor- mance in the past, even as granu- lar as someone’s job specification. Whatever your view, integration is a necessary change required in today’s digital world. To really embrace it, a business needs to be ambitious and courageous. Businesses must be able to recognise the changes that need to be made and have the vision to see the benefits a truly integrated strategy and company can deliver. by Paul Byrne,DiGITAL Account Director, Greenlight.
  • 35. Social Media Social Media Marketing The league table below analyses the 15 most visible website in Integrated Search (laptops/desktops) and lists the number of followers each brand had on several of the main Social Media channels in May 2013. Brands in this league table are ranked according to a Klout score, which bases its calculation on brands' influence and ability to drive actions on social networks. TripAdvisor had the largest number of Twitter followers (836,142) Trivago had the largest number of Facebook fans (1,400,841) In May, The Telegraph was the most visible brand according to our social media analysis 000767,5190Top10.com15 020,75429,462,6180409395Google.co.uk14 40146508,27501,400,841871Trivago13 4300402,771365Belovedhotels.com12 48131,26836230,9654,465Splendia11 52240254,90826,27848,5263,153Expedia10 5975244,15646,206239,61155,612Secret Escapes9 591,5401,111,8421,231,2101,029,10528,703Booking.com8 7112237,685621,55254,60931,096Mr and Mrs Smith7 7280710,643848,67082,02218,426LateRooms.com6 79892113,768520,063389,77638,056Hotels.com5 8126107,3951,537152,36732,275lastminute.com4 851,879164,5921,501,575319,119836,142TripAdvisor3 8916,6397,876,1862,143,479879,139269,184British Airways2 9149,813172,769,6517,095191,574246,197The Telegraph1 Klout Score YouTube Subscribers YouTube Views Google+ Followers Facebook Fans Twitter Followers BrandNo Boutique Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK 35
  • 36. Greenlight’s Sam Haseltine analyses the impact that Facebook’s new product will have for brands . Despite Mark Zuckerberg describ- ing his company as a “mobile first social network”, up until now Face- book’s mobile offering has been largely fragmented and unreliable; a main Facebook application, with separate apps to improve features such as messaging, managing brand pages, photographing and even poking. Although Zuckerberg has regularly assured consumers that “it’s not the right strategy for us...to build a phone”, anticipation had built prior to its most recent summoning of press to its Cuper- tino base, around what its latest mobile release would involve. They announced Facebook ‘Home’. ‘Home’ is not a standalone ap- plication, rather it’s a launcher for Android which adds a complete integration layer on top of the Android OS. Users will witness a complete overhaul of their phone’s UI (user interface) and Facebook is promising three standout features: Cover Feed, Chat Heads and App Launcher to place people, rather than applications, at the centre of its mobile experience. Although its intention is to place people at the forefront of mobile devices rather than applications, it appears that with ‘Home’, Face- book is placing additional empha- sis on quality of relationships and content (not too dissimilar to the way Google rolled out Panda and Penguin updates to add additional weight to the quality of a link back Feature Article The Impact of Facebook ‘Home’ What could Facebook’s new product mean for your brand? The Greenlight Sector Report
  • 37. 37Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000 2. Focus on building a better relationship with your customers By investing in the relationship with the people who use your Facebook page, you’ll be building a foundation of trust that will bring your fans to a place where they’re more receptive to your content; a place you’ll need to be in if you don’t want your fans to grow tired of seeing your content on their phone ‘Home’ screen. 3. Promoted Content How Facebook intends to use Home for promoted content is yet to be announced, although Adam Mosseri, Facebook Product Director, says “We’re designing a lot of really high-quality ad units for Cover Feed.” At this stage I would anticipate it to involve the op- portunity for brands to pay a premium rate, above that for promoted posts, to reach their existing fan base through Home. Unless this happens, we can confidently say that Home will become nothing more than opt-in spam. to your site when organising SERPs). Facebook’s mechanism for doing so is fronted by a dynamic home and lock screen (Cover Feed), populated by imagery and content from users friends and the pages they have liked. Without the quality of this content being to a high standard, users of the Android launcher may quickly be turned off. Unless their network is populated exclu- sively by professional photogra- phers, it’s highly likely their home screens will become inundated with pixelated images of their friends’ babies and food. Equally, users of ‘Home’ may find themselves scrutinising the qual- ity of relationships they maintain within Facebook (between friends and brands). Once the relation- ships become the focal point of a device you use as often as your phone, it may soon become apparent that there are many connections that just don’t war- rant the exposure ‘Home’ could give them. What could Home mean for brands? Zuckerberg has already expressed his intention to use Home as an opportunity for brands to purchase premium advertis- ing real estate. The potential for this assumes the success of Home and uptake by Android users. However, what impact does it have for brands? 1. Focus on quality content Your brand’s latest update could find itself front and centre, in the palm of your cus- tomers hands when they glance at your phone. With this in mind, the quality (res- olution, visual appeal, lighting etc) needs to be better than it’s ever been if you’re to stand out and grab your customers atten- tion. On the contrary, if the quality is poor, you will not only be losing an opportunity but also may find yourself losing fans and engagement levels dropping. What other opportunities could Home introduce? Inadvertently it’s possible that Facebook has heralded in a new dawn of opportunity for brands. And it doesn’t involve Facebook ‘Home’. Currently the Android ‘launcher’ marketplace is relatively small; instead consumers opting to trust and use the built in UI. With this in mind and, again, assuming the success of ‘Home’, it could raise awareness and drive adoption of the launcher marketplace. With more consumers realising the potential of a Launcher, this could open the door for brands to take a leaf out of Facebook’s book and build their own. I know, for one, that if a brand, company, band or sports team were to build an app that afforded me the opportunity to have a mobile experience centred on them, I’d be keen to take it up, especially if it was West Ham United F.C. Facebook ‘Home’ is new, and there’s more to it than just the Cover Feed. Chat Heads, for example, allows messaging to take place in an overlay on top of other applications so you never have to stop what you’re doing to chat. Equally, the Cover Feed can be turned off. However, once you take that away and reduce the launcher to just Chat Heads and App Launcher (which is just a menu), what’s really left for users to get excited about? Regardless of whether Facebook ‘Home’ is popular, brands should still be improving the quality of their content and investing in fan relationships. By getting this right, companies’ Facebook pages and content will become a far richer experience for users. And if Home proves popular, they’ll be in a great place to leverage what it potentially has to offer. by Sam Haseltine, Social Media Strategist, Greenlight
  • 38. About this report How this report was created Disclaimer: Greenlight’s Research & Insights team collected 602 Boutique Hotels-related terms queried by online consumers. The keyword set was then uploaded to Greenlight’s Hydra platform, which collected volumes for the associated keywords. Hydra then analysed which websites and advertisers appeared for the keywords analysed and from there, ranked websites and advertisers based on their share of visibility in the Natural Search listings and Paid Media space on Google UK. All data displayed in this report is based on a wide range of keywords, and therefore aims to provide readers with a generic overview of the online Boutique Hotels sector in May 2013. The information provided in this report is for information only and should not be relied upon to enter into any business transaction or to make any commercial decision. Whilst Greenlight has made every effort to ensure the accuracy of this report, Greenlight cannot accept any liability for any error or inaccuracy found within this document and no warranty is provided regarding its completeness or its suitability for any purpose. The content of the report is the copyright of Greenlight Marketing Limited. The reader may use and circulate the report within its own business organisation. However, it is not permitted to exploit, distribute, sell or otherwise make use of the report for commercial gain. It is permitted to reproduce extracts of the report for public interest, provided that the publisher credits Greenlight as the source of the work. Bespoke Sector Reports If you can’t find a report which analyses the online industry you are interested in or if you want to analyse a specific keyword set, get in touch and find out more about Greenlight’s bespoke reports. Greenlight currently creates bespoke reports for a wide range of online brands, providing Marketing teams with the insights they need to make informed decisions about their online strategies in the UK and abroad. Download free reports Greenlight’s Research & Insights team produce Sector Reports analysing more than 20 different online industries. To view and download all FREE reports, visit www.gossip.greenlightdigital.com Get in touch Contact Ian Hucklesby Business Development Director T: +44 (0) 20 3326 6237 Email: ian.hucklesby@greenlightdigital.com Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 38
  • 39. The greenlight sector REPORTPRODUCT FOCUS Shoes & Accessories, Dresses, Womenswear, Menswear. An exclusive snapshot of the online Search & Social Media market MARCH 2013 ‘Mobile Advertising - Why haven’t we fully embraced it yet?’ asks Hannah Kimuyu. Exactly what will it take for brands to embrace the new reality we find? Adam Bunn discusses. What could Facebook’s new product Home mean for your brand? Article by Sam Haseltine. Introducing the Greenlight Sector Reports GREENLIGHT’S INDUSTRY RENOWNED SECTOR REPORTS HAVE HAD A MAKEOVER! The redesigned reports now cater for 21 different verticals and include mobile search results. WHY? Mobile traffic represents almost 38% of online traffic for retail and on average 18% for other sectors. If you are interested in downloading our FREE Sector Reports go to: www.greenlightdigital.com/gossip/ COMING SOON _CRUISES _HOME & GARDEN _ENERGY _LIFE INSURANCE _HEALTH & WELLBEING _MOBILE _ONLINE DATING _CONSUMER ELECTRONICS The greenlight sector REPORT An exclusive snapshot of the online Search & Social Media market MARCH 2013 ‘Mobile Advertising - Why haven’t we fully embraced it yet?’ asks Hannah Kimuyu. Exactly what will it take for brands to embrace the new reality we find? Adam Bunn discusses. What could Facebook’s new product Home mean for your brand? Article by Sam Haseltine. PRODUCT FOCUS Generic Job title - specific Location title - specific DID YOU KNOW? Greenlight produces BESPOKE Sector Reports for a wide range of online brands, providing companies with the insights needed to make informed decisions about their online strategies in the UK and abroad. Keen to find out more? CONTACT US NOW.
  • 40. www.greenlightdigital.com Level 14, The Broadgate Tower, Primrose Street, London, EC2A 2EW. NATURAL SEARCH PAID MEDIA SOCIAL MEDIA WEB DEV TRAINING TECHNOLOGY