2013 Top Hotel Internet Marketing Strategies
This year saw major changes in the search arena with algorithms being constantly tweaked to provide the best results for consumers and to reduce the impact of spam. It is because of these changes that Milestone felt compelled to put together the following
Nature abhors a vacuum. The same holds true for search engines. This year saw major changes in the search arena with algorithms being constantly tweaked to provide the best results for consumers and to reduce the impact of spam. It is because of these changes that Milestone felt compelled to put together the following eight recommendations for hotels as they develop their online marketing plans for 2013.
1. Changes in Search Algorithms
- Search engines introduced several key changes in 2012 to the search algorithms through Panda and Penguin updates. Most of the changes were focused on getting higher quality, original content to rank high, as well as to focus on the freshness and engagement of the web content.
- In April 2012, Google launched Knowledge Graph, which was a major update to their search algorithm. Knowledge Graph puts the emphasis on semantic search and provides additional contextual information for the searched keyword using information from Wikipedia, Freebase, and websites.
- Search engines also launched the use of schemas for tagging website content making it easier for search engines to index the website more efficiently.
For 2013, we recommend upgrading your websites to include schemas, adding different engagement features, and focusing on high quality original content that can constantly be refreshed. Engagement and freshness can be driven by including polls, contests, events calendar, blogs, and user generated content such as reviews on the website. Milestone recently launched the latest version of our Content Management System Platform Galexi CMS 5.0, which enables hoteliers to include several of these elements with relative ease.
With 97.3 million mobile users per month logging in on the Internet, and experts predicting that almost half of the U.S. population will be using mobile Internet by 2015, it is critical for hotels to have an optimized mobile site plus have a presence in key channels that consumers are accessing through mobile. These include hyper-local channels, such as Yelp, and social media channels.
To read the full article, visit Milestone Insights.
Milestone is a leading provider of digital marketing software and services for hospitality, retail and finance. We provide a full range of solutions including website and mobile design, content creation, SEO, analytics and competitive intelligence. Our best in class technology and solutions drive revenue and ROI for clients across the globe. Over 2,000 companies do business with Milestone, including leading hotel chains, major retailers and financial services companies. Milestone has garnered over 400 awards and a reputation for blending outstanding design with advanced technological capabilities. Milestone is one of Silicon Valley Business Journal"s fastest growing companies and is an Inc. 5000 company.