Tag Archives: Google

Clear Goals Key to Social Media Success

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The travel and hospitality industries have embraced social media channels in recent years as a means to communicate with potential travelers before, during, and after their travel experience.  However, if one tried and true lesson has emerged from all of this social media use, it is that hoteliers should not spread themselves too thin.

According to panelists at the seventh annual Social Media & Mobile Strategies for Travel conference, the best way to ensure that you are not spreading yourself too thin is to have goals in place before testing the waters in any one social channel.

Examples of Setting/Reaching Goals
Mac Joseph, senior manager of social media marketing for Mandarin Oriental Hotel Group and one of the panelists at the conference, talked about his own company’s social media goals.

For the luxury hotel company, the aim is to generate awareness on a global scale while fostering meaningful engagement at the property level.  This is reflected in the company’s social media approaches:

  • Mandarin operates a single YouTube channel for the entire portfolio.
  • Individual properties employ Instagram accounts, which are easier to manage with finite resources.
  • Each hotel also has a presence on Google+, although Joseph admitted the network is more challenging. (“If nothing else, Google+ provides and ‘incredible’ boost to search engine optimization,” said Joseph.)

Loews Hotels & Resorts had a number of goals, according to director Piper Stevens, including but not limited to:

1) Establishing a more social culture on property
2) Creating buzz through integrated campaigns
3) Driving social commerce

The company took a look at the booking funnel to determine which channels would be the most appropriate.  You can see some of the steps taken on different social channels:

  • In the initial dreaming phase, inspiration often comes from sensory experiences such as photos or videos.  Loews responded with campaigns on Instagram and YouTube, among others, to spark that yearning for travel.
  • The company bolstered its efforts on TripAdvisor to make an impact in the researching stage.
  • For the actual booking, Loews was the first brand to introduce reservations on Twitter to make the process as painless as possible.
  • During and after the trip itself, Loews encourages guests to share their experiences via Facebook, Twitter, and Instagram, thus promoting inspiration for the next wave of travelers.

To read more about social media goals discussed at the EyeForTravel conference, click here.

ResortsandLodges.com & Your Link Building Strategy

ResortsandLodges.com – More value than just bookings. Your Link Building Strategy: Why do you want a link from the one of the largest leisure sites in the World? By receiving a pure link from ResortsandLodges.com it can help you rank higher in the search engines. We give you multiple links (authoritative links) direct to your site to increase your link popularity.

We at ResortsandLodges.com know the importance to your link building strategy. We help you create great useful content that inspires and influences today’s online traveler. In conjunction with this informative content we deep link the content to the necessary pages on your website to help those pages gain more prominence on the search engines. (Golf content links to your golf content. Wedding content links to your wedding content, etc.)

Google Webmaster Tools on link popularity =
Your site’s ranking in Google search results is partly based on analysis of those sites that link to you. The quantity, quality, and relevance of links count towards your rating. The sites that link to you can provide context about the subject matter of your site, and can indicate its quality and popularity. The best way to get other sites to create relevant links to yours is to create unique, relevant content that can quickly gain popularity in the Internet community. The more useful content you have, the greater the chances someone else will find that content valuable to their readers and link to it. Before making any single decision, you should ask yourself the question: Is this going to be beneficial for my page’s visitors? It is not only the number of links you have pointing to your site that matters, but also the quality and relevance of those links. Creating good content pays off: Links are usually editorial votes given by choice, and the buzzing blogger community can be an excellent place to generate interest.

Top Search Engine Experts on link popularity = http://searchengineland.com/the-ultimate-guide-to-enterprise-seo-25-things-to-know-before-you-take-the-plunge-109771 – If you have read anything of mine over the last decade, it probably started with something like, “I’d sell my own mother for a link.”  High quality links still move the needle on Organic Search more than anything else and do not let anyone suggest any differently. In fact, that in and of itself is a pretty good litmus test to see if someone is competent enough to lead your SEO campaign. If they tell you they ranked their last client in a competitive category with great content, no link building, and a herd of unicorns, hit eject! That said, and if you will recall the beginning of this article, you likely do not need a serious linkbuilder for an Enterprise SEO campaign. You are already the big dog. For you, the most important link decisions will likely be how to distribute your already impressive site authority deep throughout your site’s architecture so the entire of corpus of content is competitive.

Google Analytics: Terms and Tips for Beginners

Do you have Google Analytics tracking code set up on your website? If so, do you know the percentage of bookings to views of your website? Do you know how long the average user stays on your website?

Google Analytics can be intimidating, so we’re going to ease in to all of the features of this amazing tool slowly. We will start by making sure you have Google Analytics tracking code on your website and then defining common terms.

Learn more about Google Analytics on the VEM GlobalTM blog!

Search Engine Marketing Trends to Watch

Search Engine Marketing – connecting with your customers at the moment they are looking for your products and services to buy. It is a $16 billion per year industry and there are a plethora of opportunities and trends to follow within the industry. So what do you pay attention to, what do you participate in and what do you spend your time and money on? Here are some suggestions to keep in mind.

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SEO – Start with Keywords

Search Engine Optimization: If you have a website you’re sure to have SEO on your radar, but have you really gotten into why it’s so important? Let’s start with some key facts brought to you by EcomBuffet.com:

• More than 8 out of 10 Internet users look on search engines to find

information and the products or services they want to buy.

• Pay-per-click (PPC) costs are rising (over 37% higher from last year

to this year Q1).

• 63% of the top natural (organic) listings get click throughs.

• Natural (organic) search results convert 30% higher than PPC.

• 11.8% of Google traffic will click on a site in the second page of

results.

While Google currently has about 200 factors in their algorithms that determine what placement your site will show up in within search results, in this post I want to start with keywords and the components you need to think about when writing content to improve your website’s search engine rankings.

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Google Likes ResortsandLodges.com – Read Why

Google AdWords Case Study on ResortsandLodges.com

If you haven’t noticed so far, I’ll let you in on a little secret. Over here at VEM Global, we’re big fans of Google. Their cutting-edge technologies in Search benefit both our business and the businesses of our clients, AND keep us sharp in the continuously changing fields of SEM and SEO. We’ve been using Google AdWords to help drive qualified traffic to our sites and our clients for many years and every time they come out with a new tool, we’re like kids in a candy shop. That’s why, when we were asked to help put together a Case Study for one of Google’s new tools (or toys!) we were both flattered and very excited.

Check out this Google AdWords Case Study on the Opportunities tab – an exciting new tool in AdWords!
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