Post on 15-Jul-2015
Web Trends that MatterAchieving 100% Efficiency
SEO/SEM/SMO
VRMA 2010 – San Antonio, TX
Presented By: Amber Mayer
Topic Overview
1. Online Booking Conversion Sources2. Google Updates 3. Bing Updates4. Social Marketing 5. Email Marketing6. Mobile Marketing
Vacation Rental Web Trends
*The top ten keywords that resulted in conversions (organic) were all brand based keywords (clients who typed in the name of the company along with destination based keywords)
*Data Represents a cumulative review of client web traffic and conversion from sites that utilize the Rezolution™ Booking Engine with Marketing Analytics Module. Over 25,000 Online Bookings are represented from 2009-2010 YTD
30%
25%
8%
10%
15%
11% 1%
Online Booking ROI
Organic PPC/CPC Local/Maps
Email Marketing Direct Traffic Online Ads
Google Caffeine
•Google will update and index web pages 50% Faster•Caffeine indexes web pages on an enormous scale. In fact, every second Caffeine processes hundreds of thousands of pages in parallel. If this were a pile of paper it would grow three miles taller every second.•Caffeine indexes everything – web pages, video, images, news, blog posts, Facebook Page updates, Twitter updates, press releases and more!
Google Instant
What is Google Instant?
Google Instant is a new search technology that shows search results as you type in the search query box.
This change was based on Google’s findings that people read much faster than they can type . Thus, this change is based on the principal that online users will read the results as they type and stop typing when they find relevant results.
Google Instant suggests keywords as an online user types based on the top search queries containing the phrases that have already been entered on the screen – thus enabling people who are not sure what they are looking for – to utilize keyword strings that are popular for the same topic.
Google Instant
What does this mean for you?
1.It changes everything – reset your expectations and be open minded.2.Understanding your destinations top Keywords and Long Tail Phrases is critical. 3.The keywords that currently result in Online Bookings will not necessarily be the top producers under Instant.4.Revisit your PPC/CPC Keywords as this does affect your Google AdWords campaigns. If a user stops typing after 3 seconds – AdWords will credit the keyword phrase currently shown in the query box as the referral keyword.5.Keywords will be suggested to Online Travel Searchers that they have never considered.
Instant Keyword Research
Original Search Query: Destin
Original Search Query: Destin+(space)
Instant Keyword Research
Original Search Query: Chicago V
Original Search Query: Houston Va
Google Local Updates
What does this mean for you?
1.More Organic Results will display on Page 1 again!2.You better have your Google Places Account Up-to-Date!
Google Places
Google Local Ranking Factors
1. Your Address2. Your Business Categories3. Keyword in Business Name4. Citation Quantity5. Completing your Places Page Profile6. Business Data Consistency7. Review & Ratings8. Proximity to Location9. My Maps Usage by Online User 10. Traditional SEO Factors
LSO Tool Tip!
Bing: Have you Decided?
Testing Began July 21st!This means it is VITAL that you log your rankings on Yahoo Search right and do the following “check-ups”:
1.Submit a Bing XML Sitemap2.Sign up for Bing Tools3.Ensure that your Robots.txt file is the same for Yahoo and MSN/Bing as soon as possible.
More Bing Distribution!
Bing will now be a choice for Apple/Safari product users along with the existing choices of Yahoo and Google, but Google will remain the default Engine behind the Safari Search interface.
Market Share vs. Google
Bing Maps
Bing pulls most of their “Map” locations/listings from Yellowpages.com (this is why there are tons of “spam” listings on their maps right now.
1.Make SURE that you go into Bing Local and claim/update your listing. Once you have completed that and added your Website – the BOOK IT button will appear next to your listing on the maps.2.Users have to download software to see the 3D View
Bing Directory
http://www.bing.com/local/ypdefault.aspx
Adding your company is a great way to build links – the Bing Directory does not “no follow” their links!
Bing – Adding/Verify Your Listing
https://ssl.bing.com/listings/BusinessSearch.aspx
Bing – Toolbox
Focus:Crawl, Index & Traffic
Key Highlights:•Browse through Bing Index to verify pages and directories that have been submitted•Submit URLs/XML Sitemaps•Identify Crawl Issues•Block specific URLs from Indexing•Keyword Performance•Inbound Links
Bing: An Aside
Does your Website Answer Questions & Help People Make Decisions?
Social Marketing
How much should I be spending on Social Marketing?
1.Do I even know what Social Marketing is suppose to do for me?
2.Are all Fans/Likes/Followers equal?
3.Can I track conversion from Social Marketing?
4.Do I have the staff & resources to dedicate to Social Marketing?
5.How well do I understand my client demographics?
Social Marketing
LinkedIn Big News
Social Marketing
FACEBOOK USERS
FACEBOOK – WHAT MOTIVATES USERS TO “LIKE” YOU
40% To Receive Discounts and Promotions
39% To Show Support for the Company to Others
36% To Get a Freebie
34% To Stay Informed about Activities of the Company
33% To Get Updates on Future Products/Projects
30% To Get Updates on Upcoming Sales/Promotions
29% For Entertainment/Enjoyment
22% Someone Recommended it to Me
21% To Learn about the Company
13% For Education about Company Topics
13% To Interact
Social Marketing – Facebook
Do You “Like” It?
http://developers.facebook.com/docs/reference/plugins/like
Growing your Facebook Fans
Hints & Tips based on my humble experience:
1.Setup a Facebook Ad to your page based on CPM not CPC (Cost per Impressions not Clicks!)2.Drive the traffic from your Facebook Ad to your Facebook Page… 3.Use the demographic segmentation tools to find your target audience4.Use a Contest/Vacation Give-away to grow your Facebook “Like” Audience on your Fan Page5.Track the performance every day and tweak your demographic segmentation!
Social Marketing
TWITTER USERS
Social Marketing – Twitter
Do You “Tweet This” ?
http://twitter.com/goodies/tweetbutton
Email Marketing
Benchmarks:
Open Rates: 11.2%Click Rates: 9% - 10.5%Open Rates by Day: High: Sunday Low: MondayClick Rates by Day: High: Sunday Low: MondayBounce Rates: >Monthly: 1%-2% <Monthly: 5%+
Effect of Personalization:
In Body of Email: Increased Open RatesIn Subject Line: Reduced Open Rates
Other Hints:
% of Users that images turned on by default: 33%% of Users reading email on mobile devices: 25%
Email Marketing
•Small Businesses Report a 20% increase in Customer Loyalty when Social Marketing is integrated with the Email Marketing Campaigns
•Approximately 10% of email marketers are integrating social marketing tools into their email campaigns
Mobile Marketing
Great Resources
•Google Webmaster Blog: http://googlewebmastercentral.blogspot.com/•Google Blog: http://googleblog.blogspot.com/•Bing ToolBox: http://www.bing.com/toolbox/webmasters/•Search Engine Land: http://www.searchengineland.com•Mashable: http://www.mashable.com•Website Mag: http://www.websitemagazine.com•Demographics: http://www.quantcast.com
Contact Info
Amber (Leto) MayerMayer Consultingwww.ambermayer.com
amberrmayer@gmail.comwww.facebook.com/amberletowww.twitter.com/amberletomayerwww.linkedin.com/in/amberleto