New England Inns & Resorts Association: Powering Bookings Through Search Engine Marketing

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And in turns out that I am right. It all about “Time Sensitive Search Results”.

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Search Engine Marketing Powering Bookings Through Search Engine Marketing New England Inns & Resorts Association Presented by: Scott Fish - Director of Search EngineWorks, Inc. www.engineworks.com

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Search Engine Marketing

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Search Engine Marketing Scott Fish Director of Search Internet Marketing Professional For More Than 10 Years Search Engine Marketers of Portland (SEMpdx) Member Formulates Strategy for SEO, PPC, and SMM Clients

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Search Industry Overview Universal Search, Social Graphs, Instant Search, Real-Time Search SEO Strategies Keyword Research, On-Page, Site-Wide, Alternative, Local, Off-Page Paid Search Strategies Placement Options, Keyword Research, Bidding, Creative & Landing Page Optimization, Budget Allocation Search Engine Marketing

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Search Industry Overview Google: Game Changer Universal Search Social Graphs Instant Search Real-Time Search

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Why is SEM Important to Your Company? Search Engine Marketing has remained the most popular online advertising format since 2004, and now commands an impressive 60.1% of all online advertising in the United States, as reported by Forester Research, Inc.²                  Last year, total domestic online ad spending reached $25.6 billion, an increase of 9.4% compared to total spending in 2008. Of this total amount in 2009, search marketing represented almost $15.4 billion.

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…More Reasons. 4 out of 5 New Web site visitors arrive through search engines. 62% of online shoppers use general search engines. 80% abandon their search within first 3 pages of results. First 10 results are visited 78% more than next 20. Prominent results are perceived to be leaders in industry.

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Google: A Game Changer Google's mission: To organize the world's information and make it universally accessible and useful.

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Universal Search Elements

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Social Graphs Important "Graphs" To Watch Social Media - Twitter / Facebook TrustRank & Real Time Search Niche Link Information 1998 Links from Hobbyist & Niche Sites 2001 Links from Big Brand & Media Sites 2003 Links from Blogs & Forum Sites 2006 Links from Social News Sites 2009 Links from Twitter & Facebook Updates 2011 Links & Data from Location Based Sites

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Google Instant Search Are we all searching too slowly? Changes to Paid Search – ad impressions count if an ad shows for 3+ seconds. Traditional “SEO” Strategies stay the same. Targeted Keywords may change. Begs The Question…. What really is the searcher’s intent? “B” = ? “A” = ? “G” = ?

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What is Real-Time Search? “Our real-time search enables you to discover breaking news the moment it's happening, even if it's not the popular news of the day, and even if you didn't know about it beforehand.” - Amit Singhal, Google Fellow

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Real Example: Real Time Search

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QDF = Query Deserves Freshness QDF = Query Deserves Freshness

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How Can QDF Be Leveraged? Product Launches, New Brands Web Content Optimization Press Releases Blogging Paid Search Question & Answer New Website Content Ideas What’s Hot? Google Trends Social Mention Trendistic

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SEO Strategies Keyword Research On-Page Site-Wide Alternative: Image, Video, Press, Local Off-Page

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Keyword Selection

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Web Site Traffic Natural Search Engine Traffic Paid Search Engine Traffic Direct Traffic Referral Traffic Online Bookings Individual Bookings Group Bookings Special Event Bookings Golf, Spa, Events RFPs For Meetings & Events Meetings Weddings Banquets & Catering Booking Metrics Revenue Average Daily Rate (ADR) Room Nights Growth Opportunities Through Data

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Advanced Industry Tools Search Engine Tools Topical Issues Keyword Expansion

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Search Engine Optimization Strong Page Themes Deep Content Links Title & META Tag Usage Defined Conversion Funnel Common Mistakes Building a site before doing KW Research Creating too much/little content Old strategies don’t work (stuffing, hiding) On-Page

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Search Engine Optimization Server Considerations Information Architecture URL / File Naming Structure Duplicate Content Issues Tracking (bookings, calls, traffic) Common Mistakes Inaccessible Content Costly Updates/CMS Platforms Not Utilizing 301 Redirects Site-Wide

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Search Engine Optimization Keywords In File Name Utilize ‘Alternative’ – ALT Text Include Relevant Copy Around Image Build Links To Page & Image Popular Communities Flickr (tagging, groups, contests) Photobucket (solution for 3rd party hosting) Facebook Photos (ranking more often) Images

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Search Engine Optimization Keywords In File Name Utilize Video Information Fields Include Relevant Copy Around Image Utilize Tubemogul (or other tracking tools) Distribute Through RSS Consider Length 30 Sec Vs. 5 Minutes Utilize Thumbnails For On-Site Display Provide Transcripts Video

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Search Engine Optimization Fresh, Unique, Trusted Content Ranks Well Articles Should be well Organized Treat Articles as "Information Hubs" Distribute For Online Vs. Offline Inclusion Google News Inclusion Unique URLs With 3 Digits Dates & Titles Matter Tap Into Trusted Sites News & Press Releases

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Search Engine Optimization Positive Effects Claiming Your Local Listing City & Business Address Match Utilizing Categories in Place Page Citations From Data Providers Local Search Negative Effects Multiple Place Pages with Same Phone Number Multiple Place Pages with Business Name Multiple Place Pages with Same Address Absence of Address in Place Page PO Box Usage Without Physical Address

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Search Engine Optimization Link Building Great for mid/long tail keywords Evens the playing field Ability to rank for competitive keywords Advertise in places normally unavailable Advertorial opportunities Off-Page Optimization Word of Caution Stay within Google’s Webmaster Guidelines (paid links = potential issues) Ideas Infographics Contests Relevant Visitor Information News & Current Events Visitors Stories

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Search Engine Optimization The SEO Trifecta = Success Achieve Prominent Rankings Increased Qualified Traffic Increased Bookings Positive ROI Decreased Cost Per Booking Enhanced Brand Exposure

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Paid Search Strategies Placement Options Keyword Research & Bidding Creative Optimization A/B Landing Page Testing Geo-Targeting Budget Allocation

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Paid Search Strategies Search Network Content Network (text & image) Mobile Social Choosing the right Placement What assets are available? Where do your customers search? Do you need geo/demo targeting? Placement Options

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Paid Search Strategies Different environment compared to SEO Need keywords to fit into campaigns/ad groups Seasonality leads to different pricing strategies Misspellings & Competitive Keywords Choosing the right Keywords What stage in the conversion funnel are your targeting? How much budget do you have to spend? National vs. Local Campaign Keyword Research

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Paid Search Strategies Multiple Match Types Exact Match – Used for brand names & product names (Higher CTRs & Lower CPCs) Phrase Match – Used to target semi-long tail keywords (Higher CTRs & Lower CPCs) Broad Match – Excellent way to gather data (Low CTR & lots of unqualified visitors) Negative Keywords – Used to prevent ads from showing for unrelated phrases Keyword Bidding Strategies Changes To Make Right Now Break-Out Ad Groups by Match Type Write Ads relevant to each type of keyword (Maine Resort Specials = Specials Ad)

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Paid Search Strategies Text Ad Optimization Goal: Entice Users to Click your Ads (CTR matters for Quality Score) Utilize Display URLs (i.e. Domain.com/specials) Always Run Tests (A/B/C Ad Variants) Try using the “Arrow Strategy” Utilize “Site Links” as an Ad Extension Ad Creative Optimization

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Paid Search Strategies Landing Page Optimization Strong call to action Tell the story through Images and less text Make it easy for a conversion to occur Ensure relevancy between Keywords & Ad Copy through text on page Reduce distractions (links to other pages) Keep call to action above the fold Landing Page Optimization

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Paid Search Strategies Target Your Demographic Use booking data to determine where your Ads should show nation-wide Utilize Google’s Custom Location Targeting (draw your target market) Know the difference between keywords with location names versus geo-targeted general keywords Google’s Remarketing shows Ads to visitors that did not convert Geo Location Targeting Facebook Advertising Works very well for Specials, Events, and Branding Highly customizable demographic & interest segments Excellent way to boost other contests, promotions, and initiatives

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Paid Search Strategies Spend Your Money Intelligently Set-Up Tracking: AdWords/Engine Conversion, Analytics, Call Tracking, Form Leads Early campaigns will spend more researching keywords that produce results Move immediately to spending on keywords producing the best ROI Branded Campaigns have higher Quality Scores and generate low-cost leads Recommended: Spend 20-30% of budget on Branded Budget Allocation Strategies Money Saving Techniques Boost Quality Scores Utilize lower positioning for popular terms (3-4 spot) Do not use Auto Bid & Limit spend through daily budgeting Pause/refine non-converting keywords (even though you want them to work!)

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Presented by: Scott Fish - Director of Search EngineWorks, Inc. www.engineworks.com Twitter: EngineWorks Facebook.com/EngineWorksSEM Thank You!

Summary: New England Inns & Resorts Association: Powering Bookings Through Search Engine Marketing

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