Hard life for hotels: how to be more visible? (1/2) | Web Marketing Tools
Once was enough to have a hotel, treat your customers well, keep the price acceptable, as divided between high and low season, and the game was done. Today, terms such as brand reputation, revenue management, channel manager, OTA have become part of the vocabulary of a hotelier who wants to survive in the web.
One of the major problems is that of visibility on Google: one is the Search Engine, is refining its algorithm in an increasingly cut-throat (penalties, Local Search and Google, usps website Hotel Finder ...), on the other hand the struggle usps website with the Booking online platforms in many cases is unequal, virtually eliminating the possibility of appearing in the top positions for some strategic keywords. Finally, there is the problem of keeping updated its website: no longer a showcase with pictures of the rooms, but a kind of mini portal with info about the area, the prices updated in real time, and other features required by the market .
What to do then? Here are some suggestions, divided by sector. Maybe they are not solutions, but at least we begin to "know the enemy"! Google local search and social / OTA: love and hate? Google Hotel Finder How to optimize website: tools and tips
At one time there were maps. Thanks to agreements with incumbent (eg., Seat Pagine Gialle), Google had provided access to a database of all businesses in the area. But sometimes it does not take into account the actual geographical location of many companies, they know something in Venice! usps website But many also farm in the country ... I decided to give a chance to reclaim usps website their position, even to correct any physical errors, and enrich these presences with detailed called "Google Places" (for a short time also called Local Business Center) , full of photos, videos, miscellaneous information. And so it was an evolution in local search, giving any hotels, usps website agritourism, B & B, vacation rental, etc.. the ability to add or claim their venue (if you do not know how click here). If you unlock the page, with postcard or by phone, you can just take control of their presence on the maps and begin to fill it with useful content for the tourist. usps website In 2012 a major upgrade - Venice Update - invades the SERP: searches with local intent (eg. "Hotel" or "location to get married") are shown with localized results even if the local intent is not expressed explicitly by the user, ie without the city or town of interest. This makes it possible for many small accommodations aspire to a bit 'of usps website visibility, if you are familiar with the rules of the game. Here's an example: search engine show restaurants in Florence, although research is only "restaurants." The same research done in Bologna and Rome, shows different results.
It 'an update that changes dramatically the world of seo (see also this post). In fact they have localized results, without maps! And if he's right Ed Parsons, Geospatial technologist usps website of Google: usps website "A query on 3 has a local intent" we understand the impact.
But Google did not stop at this, and decided to "merge" the cards Google Places with the social network that was created in the meantime, Google Plus, in an attempt to stem the advance of the commercial behemoth Facebook. usps website In 2012, Google Plus had been "incorporated" to the local search, resulting in Search Plus Your World. But the function was still switched on and off by the user, according to preference. Shortly thereafter, the closing of the circle. The merger between the pages Google usps website Places "claimed" and the Social Network Google+ creates pages Google Plus Local: in this way, each hotel can manage their presence on the maps, as if it were an account on a social network, posting usps website photos, videos, news . Content usps website that appears not only in the board, but also in the flow of news to those who put that page in their own circles. And with the advantage of being able to handle more admin that page.
Today for a hotel, you can manage your presence on Google maps, like a Facebook wall with posts, photos, comments and signs of approval (instead of me like there is +1). If things are done well, what gets posted out in the SERP, the right column. You can see an example of this hotel, that on the right shows the last post was added on Google+.
Not only that, by the end of 2013, there was another novelty: if a tourist decides to add to your Google+ circles of a hotel, it happens that the content posted by that hotel will appear more often and in higher position, if the results of the
Once was enough to have a hotel, treat your customers well, keep the price acceptable, as divided between high and low season, and the game was done. Today, terms such as brand reputation, revenue management, channel manager, OTA have become part of the vocabulary of a hotelier who wants to survive in the web.
One of the major problems is that of visibility on Google: one is the Search Engine, is refining its algorithm in an increasingly cut-throat (penalties, Local Search and Google, usps website Hotel Finder ...), on the other hand the struggle usps website with the Booking online platforms in many cases is unequal, virtually eliminating the possibility of appearing in the top positions for some strategic keywords. Finally, there is the problem of keeping updated its website: no longer a showcase with pictures of the rooms, but a kind of mini portal with info about the area, the prices updated in real time, and other features required by the market .
What to do then? Here are some suggestions, divided by sector. Maybe they are not solutions, but at least we begin to "know the enemy"! Google local search and social / OTA: love and hate? Google Hotel Finder How to optimize website: tools and tips
At one time there were maps. Thanks to agreements with incumbent (eg., Seat Pagine Gialle), Google had provided access to a database of all businesses in the area. But sometimes it does not take into account the actual geographical location of many companies, they know something in Venice! usps website But many also farm in the country ... I decided to give a chance to reclaim usps website their position, even to correct any physical errors, and enrich these presences with detailed called "Google Places" (for a short time also called Local Business Center) , full of photos, videos, miscellaneous information. And so it was an evolution in local search, giving any hotels, usps website agritourism, B & B, vacation rental, etc.. the ability to add or claim their venue (if you do not know how click here). If you unlock the page, with postcard or by phone, you can just take control of their presence on the maps and begin to fill it with useful content for the tourist. usps website In 2012 a major upgrade - Venice Update - invades the SERP: searches with local intent (eg. "Hotel" or "location to get married") are shown with localized results even if the local intent is not expressed explicitly by the user, ie without the city or town of interest. This makes it possible for many small accommodations aspire to a bit 'of usps website visibility, if you are familiar with the rules of the game. Here's an example: search engine show restaurants in Florence, although research is only "restaurants." The same research done in Bologna and Rome, shows different results.
It 'an update that changes dramatically the world of seo (see also this post). In fact they have localized results, without maps! And if he's right Ed Parsons, Geospatial technologist usps website of Google: usps website "A query on 3 has a local intent" we understand the impact.
But Google did not stop at this, and decided to "merge" the cards Google Places with the social network that was created in the meantime, Google Plus, in an attempt to stem the advance of the commercial behemoth Facebook. usps website In 2012, Google Plus had been "incorporated" to the local search, resulting in Search Plus Your World. But the function was still switched on and off by the user, according to preference. Shortly thereafter, the closing of the circle. The merger between the pages Google usps website Places "claimed" and the Social Network Google+ creates pages Google Plus Local: in this way, each hotel can manage their presence on the maps, as if it were an account on a social network, posting usps website photos, videos, news . Content usps website that appears not only in the board, but also in the flow of news to those who put that page in their own circles. And with the advantage of being able to handle more admin that page.
Today for a hotel, you can manage your presence on Google maps, like a Facebook wall with posts, photos, comments and signs of approval (instead of me like there is +1). If things are done well, what gets posted out in the SERP, the right column. You can see an example of this hotel, that on the right shows the last post was added on Google+.
Not only that, by the end of 2013, there was another novelty: if a tourist decides to add to your Google+ circles of a hotel, it happens that the content posted by that hotel will appear more often and in higher position, if the results of the
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