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We all agreed to start a content audit back in June, right? As I’ve been going along through one, I thought I’d jot down some other helpful tips. Sometimes it’s the smallest adjustments that can set you apart from other sites — and sometimes a whole bunch of small adjustments and bits of information add up to content-marketing gold.
How ya doin’ on anchor text?
When you’re looking at every page is a good time to make sure you’re literally linking keywords that are meaningful. Eradicate phrases like “click here for hotel listings” and replace them with specifics...
Back in the good ol’ days… say a year ago… a search for “Orlando hotels” brought up three things: paid ads, Google local listings (with a map) and organic listings. From here, the visitor would typically soon leave Google for a hotel’s website, TripAdvisor or an OTA. With recent changes to the Google Knowledge Graph Carousel for the hotel industry, Google has continued to steadily expand its role in the travel planning process. I’m going to take you on a visual tour of what happens when searching for “Orlando hotels” today to demonstrate how a Google visit that used to last seconds will now go on for several minutes.
In the process, we will tackle the following tasks:
- Research properties and narrow our list without going to Expedia or Orbitz
So the dust has settled, mostly, on Google rolling out secure search for all organic searches through its search engine a couple of months ago. Those of us who deal with SEO and analytics have had time to go through the stages of grief and we’re at acceptance. At peace. But wait! Not wanting to be left out, Yahoo and Bing are also entering the secure search fray. Yahoo is going about it differently than Google, however.
With Google, marketers and analysts can still see referrer data and can tell how many site visitors got to your site using a Google organic search. The term used to reach the site is passed through as the dreaded...
You have likely heard the buzz in the last week that Google has switched over to all secure encrypted searches using HTTPS. In English, this means traffic from Google will now show in your analytics as keyword = (not provided). Website metrics such as traffic, revenue, conversion rate and engagement will no longer be available at the keyword level. These metrics will be available about organic Google traffic overall, but no longer by keyword.
Here are five things we believe resort marketers need to keep in mind as they listen to the uproar surrounding this development:
1) The Sky is Not Falling. While some are positioning it as a “sudden” change, this move by Google was neither abrupt nor unexpected. Google began encrypting search keywords two years ago and, as a company who frequently cites its commitment to user...
Hey, where did my organic keywords go?
They went private. Or more accurately, “Not provided.”
During the past few weeks, Google has been quietly making all search activity private – except for clicks on ads. When asked by Search Engine Land the reason for the abrupt change, Google replied: “We added SSL encryption for our signed-in search users in 2011, as well as searches from the Chrome omnibox earlier this year. We’re now working to bring this extra protection to more users who are not signed in.”
Marketers, SEOs and analysts rely on analysis of keyword searches by site visitors to optimize their sites and make them more visible in search engine results. Not knowing what visitors searched for to reach your site is kind of like...