Google Hotel CPC & Metasearch for Hotels

August 16, 2017 by Lisa McGivney

In the world of online travel first came the search engines, then the OTAs (online travel agencies, i.e. Expedia) and most recently the metasearch engine websites such as Trivago and Kayak. Hoteliers are forced to evolve and utilize new online channels to be visible and compete effectively online. But what is the most effective way for hotels to use these channels? Since the launch of Google’s Hotel CPC program, hotels must now use a combination of search engine and metasearch campaigns just to be visible throughout Google’s search engine features. What are you doing to ensure your hotel is visible and driving qualified traffic across these online channels? Let’s break down what metasearch for hotels means, where it fits into your online marketing strategy and how hotels can be successful using this marketing channel.

WHAT IS HOTEL METASEARCH?

Unlike OTAs such as Expedia, Orbitz, and Travelocity, metasearch engines don’t hold their own inventory of hotel rooms. Instead, metasearch engines pull data from other search engines to provide information to users about rates and availability. The metasearch engine will then direct the user from their website to the original source (i.e. OTA or hotel website) to book their stay. The metasearch engine will then receive a referral commission or CPC charge for sending the traffic to the hotel or airline website.

Examples of Hotel Metasearch include:

Kayak
Trivago
Google’s Hotel Ads
TripAdvisor
Hipmunk
Skyscanner

WHY SHOULD HOTELS PARTICIPATE IN METASEARCH

IT IS IMPORTANT FOR HOTELS TO BE VISIBLE WHERE CONSUMERS ARE RESEARCHING, FROM THE TOP OF THE FUNNEL TO THE BOTTOM. This requires a strategy that incorporates multiple channels including search engines, metasearch engines, OTAs, social media and more. Metasearch should be viewed as another tool to gain exposure to new customers and drive conversions. Just like all tools in your hotel’s marketing strategy it should be tested and analyzed to assess if it is successful in achieving your business goals and objectives.

TO COMPETE WITH OTAS AND THEIR COMPETITION FOR DIRECT BOOKINGS. Similar to paid search campaigns, metasearch campaigns allow hotel’s to compete with OTAs for ad space that is critical in driving direct bookings through the hotel website. If you’re not present with ads in metasearch you are losing out on bookings to competition and OTAs. If the consumer books through an OTA you’re losing out on critical information needed to market to those guests in the future and increase the lifetime value of the guest.

VOICE ASSISTANT TRAVEL SEARCH IS CURRENTLY POWERED BY METASEARCH. Voice assistants, such as Alexa and Google Home, are the newest channel for search powered exposure to consumers. Currently, these devices are partnering with metasearch engines such as Kayak to provide hotel, flight and travel search results. The metasearch and OTAs are going to be the first to provide a way to enter this channel. My prediction is that if you want your hotel to be present in these voice assistant searches you’ll need to be visible through metasearch channels.

LOCAL SEARCH IS MOVING TOWARDS A PAY-TO-PLAY MODEL. Google is continuing to monetize search results, the most recent changes being seen in local search within the Google My Business listings and map pack. Just a couple weeks ago Google changed their map results to show rate cards directly on the map, as shown below:

Here’s another view, taken directly from inside Google Maps:

In the above screenshot, you can see two different ways Google’s monetized the local search results for hotels. The first is the ads on the far right for Cambria Hotel and AC Hotel. These ads are managed directly through Google Adwords paid search campaigns. The second is shown in the details view for Omni Chicago Hotel, which are the OTA channels displaying with rates – these ads are populated through Google’s Hotel CPC program. Google’s Hotel CPC program is a form of metasearch and managed separately from Google Adwords paid search campaigns.

HOW CAN HOTELS PARTICIPATE IN METASEARCH?

Hotels can participate in Metasearch directly through their Google Hotel partner booking engine providers. The Google Hotel program requires a direct API with rates and inventory feed directly from booking engine to Google. Google Hotel CPC partners include Synxis, TravelClick and more. You can find a full list here. Pricing through your booking engine is typically set up on a commission based model that charges you a percentage based on revenue from reservations driven by the campaigns. Some also charge CPCs on top of this commission. Review contracts with your booking engine partner to ensure it will be a profitable model for your hotel.

HOW CAN HOTELS BE SUCCESSFUL WITH METASEARCH?

Just like all other marketing channels and campaigns, it is important to closely monitor key performance indicators from your metasearch campaigns.

Work closely with your booking engine partner to ensure you are receiving reports that detail clicks, CPCs, costs, reservations and revenue attributed to these campaigns.

Monitor KPIs through each metasearch channel – which channels are performing best? Which ones are costing you money? Not all metasearch channels will perform the same. Make sure your booking engine partner that is managing your campaigns are shifting budget to the ones that work best for your hotel.

Have a question? We can help.

Are you showing up in local search results when it matters most?

June 20, 2017 by Jessica Fisher

LOCAL HOTEL SEARCH ENGINE OPTIMIZATION

The local search marketplace is extremely competitive, making it important to ensure you’re using advanced local SEO tactics to compete for visibility to help drive qualified traffic and transactions. 46% of all searches on Google are local. With only the 3 top results are shown in a consumer’s initial search (see screenshot below), do you want to risk the chance of someone clicking “more places” in hopes they find your business? Let us help guide you through the world of local search and tell you how to best optimize your hotel.

WHAT IS LOCAL SEO?

Local SEO is an online marketing approach to target locally based searches and to get businesses in front of potential customers when it matters the most. This includes Google My Business (GMB), which is housed in search results, Google+, and Google Maps. It also includes citations, consumer reviews, on-page optimization, links, and social signals. Consumers utilize local search results as a way for research and to make purchase decisions.

TYPES OF LOCAL SEARCH RESULTS

Hotels, restaurants, and other entertainment type businesses are listed in a Local Snack Pack on Google. These are very basic results showing star ratings from reviews, pricing, and a picture with a couple of amenities. There is no address, phone number, website link, or directions associated with these listings.

The local ABC packs are for branded search terms (Starbucks, Target, etc). These results do not show reviews, but are more for a direction/more information based search. They include a link to the website and directions with a phone number, hours, and partial address.

The local pack is for your broad category search terms such as lawyers, dentists, etc. These give the most information in the results to include reviews, phone numbers, address, hours, links to a website, and directions.

WHAT ARE THE TOP LOCAL SEARCH RANKING FACTORS FOR 2017?

The local search landscape is constantly changing and evolving, as are the ranking signals Google uses to deliver results. The following are the top ranking factors for local search, in order of importance, for 2017 via the Local Search Association:

Google My Business 19.01%
Links 17.31%
On-page optimization 13.81%
Citations 13.31%
Reviews 13.13%
Behavioral 10.17%
Personalization 9.76%
Social 3.53%

Let’s break down each ranking signal:

GOOGLE MY BUSINESS is a tool offered by Google for businesses to manage their presence online within Google Search, Maps, and Google+. It allows you to manage the information that is seen by users as well as the products or services that you offer. According to Google, businesses that have claimed and verified their information with Google My Business are twice as likely to be considered reputable by consumers. Google My Business also allows for reviews and photos on your listing. When adding photos to your business listing you can increase your driving direction requests by 42% and clicks to your website by 35% compared to businesses who do not include photos.

CITATIONS are mentions of your business name and address on other websites and do not need to include a link. These are usually seen on, but not limited to, sites like yellow pages directory and chamber of commerce sites. Simply put, citations help search engines (Google and Bing) verify and validate that a business is real. By having other sites mentioning your business it tells the search engines that you are a part of the community and to help verify your business’s contact information and categorization. Citations are a key component in the ranking algorithms for both Google and Bing.

ON-PAGE OPTIMIZATION is a marketing tactic to help the search engines understand what your business is about, where it is located, and what you offer. The only way a search engine can display your website on searches you wish to be visible for is if those search engines can understand this information on your site. The goal is to ensure you are targeting the most important local keywords that are going to get the most qualified traffic, which in turn, leads to reservations and money in your pocket! Who doesn’t love free traffic?

LINK BUILDING is one of the most overlooked local SEO tactics, but it is incredibly important. Local SEO links are a tad different than standard SEO link building. When it comes to local links, you want them to come from local businesses in the community that are talking about things similar to what you do and/or offer. High authority websites are obviously helpful, but not as important in local links. So what are some examples of “community businesses”? Local events are a great way to start. Partnering with local event sites to get travelers of the event to see your hotel is an easy way to get exposure and an opportunity for a local link. Conventions, meetings, business conferences, local expo centers, and other venues can be a great avenue for new business.

REVIEW SIGNALS have increased over 20% in ranking importance over the past couple of years. Consumers are looking to the internet and past guests experiences to make decisions on where to stay. Google is realizing how important this is, in fact, according to BrightLocal’s 2016 Local Consumer Review Survey found that 84% of consumers trust online reviews as much as personal recommendations. This means that consumers are turning to Google and other major outlets for information on your business before ever considering booking a reservation with you over a competitor.
In fact, Google just confirmed changes to the way they cumulate reviews on Google My Business. They are aggregating multiple review sites (Expedia, hotels.com, Google, etc) all into one. It is important that you are getting reviews, but of course, more importantly, good reviews!

Google has even gone as far as grouping reviews by type of traveler!

While Google has not confirmed SOCIAL SIGNALS as an official ranking system, it is a way to build your brand and reinforce legitimacy in the marketplace. Social also allows for another way to squeeze in your address and some branded keywords that could easily help contribute in your ranking endeavors. It is important to brand your social media profiles, be active and of course link to your social accounts on your website and from your social media accounts back to your website. Simple is best when it comes to social. This comes from Search Engine Land.

BEHAVIORAL SIGNALS include any organic interactions that are taken with your listings, website, etc. It all leads back to letting Google know that your business is legitimate. If consumers are interacting with your site and business on a regular basis, it lets Google know that you have the authority to be seen in their search results. This is where on-page optimization and social interactions really take a toll in getting your name out there and to show in search results. This comes from Moz.

Google and Bing use PERSONALIZATION SIGNALS to show relevant search results to consumers. This circles back around to using local on-page optimization and social engagement, which builds brand loyalty. Search results are based on past website visits, their social interactions (have they liked a certain page on Facebook or shared something via Twitter). This history of a user will reinforce your site to the search engines as one that should be shown more frequently. This is why it is important to stay active and continue growing your brand. This comes from Search Engine Land.

WHAT IS THE NUMBER 1 LOCAL RANKING FACTOR?

LOCAL SEARCH PROXIMITY FACTORS

Google has used the address of the business as the number one ranking signal since the beginning of local search. Meaning if your address was not physically in the city of the search then it would be near impossible to rank.

This year it has since changed to proximity factors. To be exact the proximity of your business address to the point of search. If you notice the below search query, the top 3 results do not necessarily meet the “top ranking factors” such as reviews, websites, citations, etc. However, they are showing as the top 3 results due to the fact that they are the closest in proximity to the consumer that was searching.

Why is this important to hoteliers? Although showing a decrease of importance since 2015 combined with the proximity search, the proximity of an address to the centroid is definitely a ranking factor for businesses like hotels.

If you notice the screenshots below, when searching for a hotel in Seattle, the top results shown in the local pack are all within about 10 minutes walking distance from the city center.

HOW CAN GCOMMERCE HELP?

GCommerce uses an ongoing management approach to optimization and uses enhanced profiles to distribute information to the top online directories, giving your hotel the best visibility in the search engines as possible.

We delve into keyword rankings and spend our time researching locally focused keywords to best optimize your website with. This includes all Meta tags and descriptions, headlines as well as on page copy, alt image text, and structured data. Structured data or Schema is becoming increasingly important in the competitive landscape of organic rankings in the hotel industry. This tool makes it easier for search engines to understand your website’s content and delivers better information to the consumer. GCommerce wants to ensure we are providing the search engines with as much on page signals as possible in order to help you rank in the local world.

GCommerce Solutions also uses electronic customer relationship management programs to send out emails your guests post-stay that include directives to post on reviews to the top online review sites such as Tripadvisor, Google, Yelp and 100’s of other local directory listings.

By utilizing our local directories on-going services we will:

Match, sync, and lock your listings in real time across our network of over 60 sites and apps. We will also create listings for you if you’re missing from any of our publishers.
Update and push enhanced content you’d like to add to your listings including photos, videos, staff bios and room types.
Link your featured message to a reservations landing page. We can update that featured message anytime, so let your GCommerce Account Manager/Executive know about any upcoming events or specials you’d like to highlight.
Detect and suppress any duplicate listings across our network.

In summary, locally related searches continue to grow and for businesses to be successful in this space it is necessary to incorporate Local Search Optimization strategies into the overall SEO and marketing approach. GCommerce understands that consumers rely on search engines to evaluate businesses and to decide upon the best purchasing option based on accurate business information, user reviews and so much more. Our Local Search Optimization service ensures that your hotel is better optimized to ensure relevant consumers find you and book with your property.

The Key to Effective Digital Marketing: Delivering Great Content

March 2, 2017 by Christina Mullen

“Content” is the trendy new word that’s been sweeping the digital marketing space for the last few years. Hundreds of webinars and thousands of blog posts have mentioned the topic, continually hitting home on how important it is to not only deliver good content but deliver great content. But to understand how to deliver great content, it’s important to understand what “content” is.

Content is every post, picture, piece of copy, or story you are trying to tell through your marketing efforts, it is everything you share with your audience. Rebecca Lieb likened content to the “atomic particle of marketing.” There is no marketing without content, regardless of channel. Creating effective and engaging content is the best digital marketing strategy you can adopt and is the foundation for digital marketing success.

IT’S NOT ABOUT YOU

Perhaps the first and most important thing to understand about delivering great content is this: it’s not about you. Content marketing is about your audience. In another post, we talked about boosting engagement with email marketing campaigns. One of the suggested steps is to ask yourself “Who am I targeting and what interests them?” This applies to any form of content marketing. If you aren’t considering who you are trying to market to and what they want, your content is going to fall flat. That being said, it’s still important to maintain your voice.

In a webinar from Skyword, one of their first steps to good content marketing is understanding your “why?” When we say “why”, we are referring to why you’re creating content in the first place. What do you want to give people? What do you want them to know about you? Why do you want them to read your content? One of the best content marketing campaigns of 2016 belonged to Deadpool. Everything from pre-release to post-release was crafted with the singular purpose of conveying to the reader that Deadpool was in no way, shape, or form, your regular superhero movie experience. Below is one of the many movie posters created for the box office hit.

Deadpool was, at its core, a satirical superhero movie with heart. In a world inundated with superhero after superhero, audiences were clamoring for something different and that’s exactly what Marvel gave them with Deadpool and it was their “why” for their content marketing strategy. Understanding your why is key to developing good, actionable content because it serves as a constant reminder of what you want your audience to know about and learn from you while still keeping them at the heart of your campaign.

LEVERAGE YOUR ENVIRONMENT: DIGITAL AND PHYSICAL

So now that you know why you’re delivering content, how do you create or find it? There is a multitude of ways to create engaging content, but perhaps one of the easiest and most effective ways to do this is through leveraging your environment, both digital and physical. The 1888 Hotel in Sydney, Australia rebranded itself as an “Instagram hotel” using its creative and eye-catching interior to develop Instagram devoted spaces and using the Instagram photos and experiences of its guests to adorn its walls, website and social media feeds. Here is one of its website homepage modules promoting Instagram-worthy interiors:

Utilizing hashtags, trending topics or even local and world news and events are all fair game for delivering great content. Find out what your audience is talking about and join the discussion. But remember that content isn’t just external, your guests, employees, and property-at-large are having unique experiences every day.

In 2014, The Lenox Hotel in Boston welcomed 120,000 new tenants to their property: bees. Yes, you read that correctly, they welcomed a colony of bees. The bees were brought in to produce honey that would be used for signature drinks and dishes created at The Lenox’s restaurant and lounge. Rather than just put up notices, GCommerce and The Lenox teamed up to rally behind the bees, creating bee-themed stay packages and content campaigns to generate buzz about the hotel’s unique news. This not only won them a Silver Award at the 2014 Adrian Awards but significantly increased their following and engagement for their email and social channels.

This goes to show that great content is located all around you, both digitally and physically. To hear more about what’s going on around you, think about installing a suggestion box, creating an email account, or reminding guests and employees to share their stories as they interact with your brand.

CREATE STRONG HEADLINES

People definitely judge books by their cover, at least when it comes to content marketing. We’ve talked before about how important email subject lines are to email marketing campaigns and that extends to just about every piece of content marketing you do. Copyblogger released the following statistics about content headlines and what they mean for engagement:

80% of people will read your headline
20% of these people will read the rest of your content

With statistics like that, it’s clear that your headlines matter. So what can you do to make sure that you are creating strong headlines? Studies showthat headlines should stay in the 8-12 word range and be specific without being too gimmicky or sensational. In a world where clickbait is becoming increasingly popular and infamous, don’t deceive the reader with your headline, but don’t give it all away either. Try and utilize keywords as well, optimizing for SEO and social.

MEASURE, MEASURE, MEASURE

Digital marketing is all about generating actionable data and this should be no different in your content marketing strategy. One of the ways to do this is through conducting a content audit. This audit can be everything from metrics across content marketing campaigns to the quality of individual posts. Which campaigns or posts are seeing the most engagement and why? Is your content accurate and trustworthy? Is it linking to authoritative sources? Is it fresh? These are all questions that you should be asking yourself about your content. As George Santayana said, “Those who cannot remember the past are doomed to repeat it.” So remember your content, why it did or did not perform, and understand how you can use that data in the future.

SUMMARY

Effective content marketing is the key to digital marketing success. Content affects everything from your search rankings and engagement to brand awareness and repeat conversions. Understanding your “why” and your audience sets the stage while leveraging your environment can provide fun, informative and engaging content for those following your brand. Just be sure to audit your content to obtain actionable data about the health of your content marketing program.

Google Hotel CPC & Metasearch for Hotels

Are you showing up in local search results when it matters most?

LOCAL HOTEL SEARCH ENGINE OPTIMIZATION

The Key to Effective Digital Marketing: Delivering Great Content

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