Description: Hotel marketers are often challenged with managing their brand's web presence at a local, national or global level focusing on both the branded and unbranded keywords their customers are using to find and book accommodations via organic search or through social channels. This requires collecting, analyzing and acting upon data and reporting for 10s, 100s or even 1000s of locations.
Join Jeff Riddall, Director of Product Strategy at gShift, to explore and discuss how brand marketers can best focus their attention and effectively optimize their web presences and content marketing efforts for maximum return on their investment of limited time and resources.
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Hotel SEO - Optimizing Your Global, National and Local Web Presence
1. @gShiftLabs | #HotelSEO
Data Driven Insights,
Monitoring and Reporting
for SEO + Social + Content
Hotel SEO
Optimizing Your Global,
National and Local Web
Presence
Jeff Riddall
Director Product Strategy
gShift
2. @gShiftLabs | #HotelSEO
• Director of Product Strategy
• 15 years of Web marketing
experience
• 5 years with gShift
• Blogger
• Social Media Addict
• Recently Retired Hockey Dad
@Jriddall
jeff.riddall@gshiftlabs.com
About Me
3. @gShiftLabs | #HotelSEO
SaaS platform collects and
stores billions of content-level
data points from search and
social.
10,000+ brands and 6,000+
users in 24 countries.
We transform big data into
insights with intelligence for
data-driven decision making.
All your SEO, Social and
Content Marketing analytics in
one place.
gShift’s Software
4. @gShiftLabs | #HotelSEO
1. How the Audience is in Control
2. SEO = Optimized Content Marketing
3. Global, National, Local Optimization
4. Global, National, Local Data & Reporting
5. Q & A
Let’s Talk About…
Socialize with #HotelSEO
5. @gShiftLabs | #HotelSEO
So(cial)Lo(cal)Mo(bile) has
changed the way people are
informed, consider and
purchase.
Companies have slipped from
primary driver to sitting on the
sidelines.
The Audience is in Control
6. @gShiftLabs | #HotelSEO
Brands as publishers…
need to look at everything
from audience interests to
search terms to the type of
device being used…
to make relevant and timely
offers to consumers.
The Need for Multi-Channel Insights
7. @gShiftLabs | #HotelSEO
“It’s about the long-term process of enhancing both the brand's
web presence asset and the opportunity for discoverability in
search, social throughout the prospect's buying cycle and across
any device.”
Krista LaRiviere
CEO, gShift
What is “SEO” Really All About?
Fundamentally the same at Global, National or Local levels.
10. @gShiftLabs | #HotelSEO
“The most important
opportunity is content as
this pervades all the digital
media that we are using to
reach our audiences.”
Adobe/EConsultancy
Content
Content is Still King
11. @gShiftLabs | #HotelSEO
Brands are having to
become content marketing
experts.
Content Marketing is crucial
to execute a strategy.
Marketers are adding the
word “Content” to
everything they do.
Your Brand, Your Reality
13. @gShiftLabs | #HotelSEO
Mobile has quickly become
most valuable real-estate
because it’s in the now.
Depending on the industry
upwards of 40% of website
traffic comes from mobile
devices.
April 21st – Mobilegeddon?
The Case for Mobile
GSM Association, Oct 7, 2014
7.2 billion people and devices
14. @gShiftLabs | #HotelSEO
FOCUS your attention on the right keywords and content because we
all have limited time and resources.
General Web Presence Optimization Principles
15. @gShiftLabs | #HotelSEO
Which Keywords?
Mobile
Socia
l
Focus on a manageable
number of keywords – 10 to
20 primary.
Find keywords for which the
site/presence already has
momentum i.e. Page 1 or 2
in Google
Keywords with relatively high
monthly search volume.
Keyword questions?
16. @gShiftLabs | #HotelSEO
Mobile
Socia
l
How do People Search?
http://searchengineland.com/study-searchers-use-question-formats-27-of-the-time-using-how-why-where-which-219955
19. @gShiftLabs | #HotelSEO
Which Content?
Mobile
Searc
h
Socia
l
Find content which already has
momentum i.e. Page 1 or 2 in
Google
Optimize based on focus
keywords.
Link to this content from other
internal content or from external
sources (backlinks), where
possible.
Promote this content via social
media to encourage social
signals.
20. @gShiftLabs | #HotelSEO
Keywords > Positions
Mobile
Socia
l
Multiple pages have
positions for
different keywords –
leverage and
support all of these
21. @gShiftLabs | #HotelSEO
Mobile Search
Mobile
Socia
l
We’re all lazy when we search
on a mobile device.
Shorter tail keywords and
GEO when typing.
Conversational search (voice
search) and questions. See
Google Hummingbird.
Expand your keyword list to
account for mobile searching.
23. @gShiftLabs | #HotelSEO
Local Data
Mobile
Socia
l
We need to understand how
searching for a hotel in
Toronto is different when you
search while in Toronto vs.
anywhere else.
Keywords we use may also
differ depending on where we
are.
25. @gShiftLabs | #HotelSEO
Local Optimization has some
twists.
• On-Site Optimization
• Google + for Business
• Content Marketing
• Social Media
• Backlinks/Citations
Local Optimization Best
Practices
26. @gShiftLabs | #HotelSEO
• Identify top ranking/visited
pages
• Identify a manageable
number of keywords you want
to be found for
• Optimize a page for a
keyword
• Title tags, Heading tags,
internal links, meta
descriptions
• Schema.org Local Business
tags
• Google Webmaster tools –
XML sitemap
* Include a Call to Action and
phone number in your meta
On-Site Optimization
27. @gShiftLabs | #HotelSEO
• Take ownership and complete
all information – add links to
Introduction and to related
websites, social accounts
• Seek out and monitor
customer reviews
• In the U.S. – Look into
Google Hotel Finder
Google My Business
28. @gShiftLabs | #HotelSEO
• Create and distribute original,
relevant, value added
content, which links to
primary pages of your website
• Blogs, news, events, white
papers, videos, podcasts, etc.
• Monitor content engagement
Local/Topical Content Marketing
29. @gShiftLabs | #HotelSEO
• Identify appropriate social
media channels for your
business – Facebook, Google
+, Twitter, Foursquare
• Identify and follow relevant
local people or businesses
• Listen
• Distribute content
• Engage
Leveraging Social Media
30. @gShiftLabs | #HotelSEO
• Hotel sites e.g. Hotels.com,
Booking.com, Kayak, Expedia
• Local reviews e.g. Yelp,
TripAdvisor
• Relevant local directory citations
e.g. Chamber of Commerce,
BBB.org
• Links from Corporate Site
• Don’t simply link to your Home
Page – link to other relevant
pages where appropriate
Local Backlinks/Citations
31. @gShiftLabs | #HotelSEO
Is your website mobile-friendly?
i.e. how does it render on a
mobile device like a phone or
tablet?
Does your content load quickly?
What is your visitor’s mobile
experience like?
Even more important for local
businesses where mobile search
is more prevalent.
Mobile Usability
32. @gShiftLabs | #HotelSEO
Fixing Usability Issues
• CMS? Use a mobile
friendly theme.
• Make sure your site fits in
mobile viewports.
• Make sure font is legible
• Make sure buttons are
clickable.
• Minimize HTML & CSS.
• Avoid JavaScript.
• Avoid heavy images.
• Use browser caching.
• If you go “mobile-only”
you need to re-optimize
content.
34. @gShiftLabs | #HotelSEO
Measuring and Reporting on Conversion
and ROI
Mobile
Socia
l
What should you be
measuring?
• Social Audience Growth
• Visibility/Share of Voice
• Site Traffic
• Content Engagement
• Booking Goals and Funnel
• Booking Goal Flow by Traffic
Source
• Booking Goal Flow by Location
(Global, National, Local)
• Booking Goal Flow by Device
35. @gShiftLabs | #HotelSEO
Enterprise
Reporting
Data at the Global, National
and Local levels
Roll-up data for multiple
locations under one report
Identify Top and Average
performers to help inform
what is working or not and
where.
36. @gShiftLabs | #HotelSEO
Jeff Riddall
Director of Product Strategy
gShift
Self Help Guides:
http://www.gshiftlabs.com/resources/how-to-guides
@gshiftlabs
Notes de l'éditeur
gShift’s roots are SEO, when I founded the company in 2009, we immediately started using the term Web Presence Optimization because we knew Social and Content would ultimately become an intimate part of the SEO process. Fast forward 5 years… we had no idea it would become so true.
The search engines… and yes, primarily Google have caused a massive shift in how your customers discover your brand. A massive shift for marketers. Changes such as Hummingbird, 100% keyword encryption, Social signals, Authorship all spell out that we have to be less tactical in our digital marketing efforts and more strategic.
I’m ok with that.
Google has put an end to poor marketing practices and quick wins and is now rewarding strong integrated owned and earned marketing strategies.
And that’s ok…
SEO is not dead… not by any stretch of the imagination… bu the way we do it has change
eConsultancy… SEMPO State of Search
54% of search marketers are integrating their rmobile marking with their seo
Another major challenge we address for marketers is insight into mobile content engagement and performance.
Now with over 25% of all inbound organic traffic to a web presence coming from organic search, marketers need to understand the differences in the engagement and performance metrics between mobile versus desktop.
We answer the question – how is my brand being discovered for a particular keyword or a kluster of keywords from a mobile versus a desktop.