View all posts: SEO

View all posts: SEO
Account Director, Miles Hospitality
SEO
Travel

A Better Investment: Search-Optimized Content or Paid Search?

If your business were retail, you wouldn’t dream of advertising a Grand Opening before you had inventory on the shelves. Before you open your doors, you would identify the products your customers need and want and you would stock your shelves in anticipation of their arrival.

In the travel industry, your website is your retail store. Do you have content on the shelves? Are you stocked with the information necessary to make a sale? Can potential customers browse your storefront and find what they are looking for? Or are you, like many others, sending customers to the store without giving them something to buy?

Without content, your store is empty. True, PPC or paid search will bring traffic, which is great—but content is what drives the sale. Content allows you to align with your customer’s needs (i.e. a beachfront hotel in Florida with family suites)...

Content Director
Content
SEO

Get Your Spreadsheet On: Part II

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...

Director of SEO & Insights
SEO
Travel

Carousel Updates Expand Google’s Role in Hotel Research

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
  • Compare...
Senior Digital Analyst
Analytics
Paid Search
SEO

Secure Search: Everybody’s Doing It

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...

Director of SEO & Insights
SEO

Google Keywords Go 100% (Not Provided) – What Next?

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...

SEO