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How to Rank #1 in Google Search Results

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Leonardo
Leonardo

This document is a summary of a webinar about search engine optimization. It provides contact information for technical support and introduces the speakers: Darlene Rondeau from Leonardo, Alicia Whalen from Hashtagio.com, and Percy Amaria from Scott's Inn and Restaurant. The webinar covered topics like how search engines work, the importance of mobile optimization and local SEO, managing social media and reviews. Percy Amaria discusses the challenges their inn faced and how implementing SEO strategies helped increase direct bookings and walk-in traffic. The webinar encouraged attendees to focus on content, accessibility, and relevance to improve search engine rankings.

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Copyright © 2016 Leonardo Worldwide Corporation Technical Difficulties? Contact Citrix GoToWebinar 1-800-263-6317 support@citrixonline.com How to Rank on Page #1 in Google Search Results February 23rd, 2016 Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo Alicia Whalen, SEO Expert, Digital Marketing Strategist, Co-Founder, Hashtagio.com Percy Amaria, Director of Operations, Scott’s Inn and Restaurant Technical Difficulties? Contact Citrix GoToWebinar 1-800-263-6317 support@citrixonline.com
Darlene Rondeau Vice-President, Best Practices, Online Merchandising Leonardo @darlenerondeau
Follow: @VFMLeonardo Tweets & Questions: #LeoWebinar
Alicia Whalen SEO Expert, Digital Marketing Strategist, Co-Founder Hashtagio.com @Alicia_Whalen_
Percy Amaria Director of Operations Scott’s Inn and Restaurant Scott’s Inn and Restaurant
What is most challenging about SEO for you?
 Key is how well your content aligns with a user’s query  Google changes its search algorithm around 500–600 times per year  93% of online experiences begin with a search engine  If there’s no content, there’s nothing to index and therefore no opportunity to be seen on search engine results pages, let alone the first page  You know your hotel, what attracts guests to stay with them, you can write that story better than anyone else Search Engine Optimization Isn't Hocus Pocus, Source – Google Think Travel, 2015 #LeoWebinar
1. Accessibility: How easy is it to find your website and index it? 2. Relevance and Usability: How well does the page/content align with the consumers' query? What Search Engines Rely Upon #LeoWebinar
Alicia Whalen SEO Expert, Digital Marketing Strategist, Co-Founder Hashtagio.com @Alicia_Whalen_
 Hoteliers should focus on content on their websites that is optimized for in-destination mobile searches  Google Places optimization and Google Reviews will impact your Search Engine Rankings – critical for Mobile Optimization  Having a website that is Mobile optimized will impact search results (factors including usability, download time will impact SEO)  “Social Signals” have become more important in determining your property search ranking What’s Changed for Search Engines and Consumer Search Behaviour #LeoWebinar
Mobile Search 43% of Travel Buyers are accessing Search in the middle of the buying cycle:  Local search and mobile visibility is more important than ever before New Rules of Search Engine Optimization #LeoWebinar Source – Google Think Travel, 2015
 Optimize your website pages for your restaurant, spa, onsite retail  Build the customer relationship while they are in-destination, and continue the conversation to encourage a positive post visit review or post to social media  Mobile queries per user originating from a Hotel (in destination) have grown by 49% since 2014 New Rules of Search Engine Optimization #LeoWebinar Source – Google Think Travel, 2015
 It’s more important than ever for properties to have a Hotel Google Business listing  Positive Google reviews will also have an impact on your local search results Google My Business Listings a Must #LeoWebinar
What is a Social Signal?  Likes on a Facebook page – This tells both the social network as well as Google that your brand is gaining popularity  Shares, Likes, & Comments on content published on Facebook Page – It’s not enough to just have a page, you must publish engaging content for your followers with links back to relevant pages on the website Social Media and its impact on SEO #LeoWebinar
What is a Social Signal?  Authority Of The Person Tweeting Your URL – Tweets and mentions must come from active Twitter handles, they hold no authority as a share if they don’t  Likes, shares, retweets, +1’s, repins, on any page or post you make on a social network can all be a “social signal” to show search engines that your content is relevant and engaging Social Media and its impact on SEO #LeoWebinar
Tips to Increasing Your Social Shares Source – Quicksprout.com #LeoWebinar
 Make sure you verify your website in the Google and Bing Search Console to see what keywords are driving Organic search traffic, how you index for keywords. Measuring Success and Indexing in Search Beyond Your Hotel Name #LeoWebinar
Percy Amaria Director of Operations Scott’s Inn and Restaurant Scott’s Inn and Restaurant
 Inn and restaurant in Kamloops, BC, Canada  52-room family-run property for over 30 years Scott’s Inn and Restaurant #LeoWebinar
 Goal was to take control of digital marketing and online distribution  Specifically, we wanted to increase direct bookings and walk in traffic  Local web developer and designer was expensive and time consuming  Too much time making changes and to slow to update – taking me away from operations and service  Vizlly offered us a full website marketing platform that is easy to use, is SEO friendly and gives me the tools to get things done Top Marketing Challenges #LeoWebinar
 Photos and reviews are the key to telling the hotel story  Positive reviews in TripAdvisor and Google Reviews, as well as in social media have a positive affect on our direct bookings and revenue  Photos are important, and content that speaks to the customer no matter what device they are using to find us  A mobile website allows us to target our information to a guest that is looking for property photos, a phone number or directions quickly Visual and Local Storytelling Impacts Search Results #LeoWebinar
 Our strategy is about consistency: Create a compelling story on the website, be found in the search engines for key drivers of business, and tell stories in social media  Having a website designed with SEO best practices in mind helped us achieve results quickly. Plug and play solution was key  Optimizing our Google Business listing, and having a Mobile optimized version of the website helped us to appear in local searches, and has resulted in more walk in traffic  Leverage Facebook to promote the property – well known by locals for the restaurant SoMo and SEO #LeoWebinar
 Google places/local listings and Google Reviews impact search ranking Local SEO #LeoWebinar
 Manage reviews in TripAdvisor and in Google reviews Local SEO #LeoWebinar
 We learned we needed a website that: o Was easy to update o Had a mobile version o Simple to manage so that we could focus on customer service  Now that our website can be found in search and is engaging to consumers o We have decreased our reliance on expensive OTA’s o Allowed us to compete against larger branded properties in the area  We can now leverage our social media channels and website to highlight involvement in the local community o Showcase our reputation as a “Local Favorite” Progress and Learnings Along the Way #LeoWebinar
 Start with a website: o That is easy to build and update o Has the required support to ensure you can concentrate on what you do best  Concentrate on: o SEO best practices o Claim and update your Google Local places page o Manage the Google reviews  Our positive reviews impact both ADR and our search ranking. We have seen a 50% increase in direct and walk in business since we launched the new website  “I used to get nervous about occupancy, but now I can focus on operations and service knowing that we are positioned well in the online marketplace”  Be patient o Implementing a best practice website with a strong focus on SEO will work o We have seen in a 2% increase in RevPar year over year since launching our new website  Don’t forget to stay social o Manage your reviews and share your stories o Update your images o ….And most importantly focus on the customer, that is the key to success in a connected world SEO Advice for Other Hoteliers #LeoWebinar
Based on today’s content, will you attend future webinars?
How to Rank #1 in Google Search Results
 About Leonardo  Invitations to upcoming webinars  Recording of this webinar. Share it with your colleagues It’s a Wrap #LeoWebinar
Connect With Us! #LeoWebinar leonardo.com 1.877.593.6634 @VFMLeonardo blog.leonardo.com hashtagio.com alicia.whalen@gmail.com @Alicia_Whalen_ scottsinnkamloops.ca Scott’s Inn and Restaurant Alicia Whalen Percy Amaria
Questions & Discussion #LeoWebinar

More Related Content

How to Rank #1 in Google Search Results

  • 1. Copyright © 2016 Leonardo Worldwide Corporation Technical Difficulties? Contact Citrix GoToWebinar 1-800-263-6317 support@citrixonline.com How to Rank on Page #1 in Google Search Results February 23rd, 2016 Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo Alicia Whalen, SEO Expert, Digital Marketing Strategist, Co-Founder, Hashtagio.com Percy Amaria, Director of Operations, Scott’s Inn and Restaurant Technical Difficulties? Contact Citrix GoToWebinar 1-800-263-6317 support@citrixonline.com
  • 2. Darlene Rondeau Vice-President, Best Practices, Online Merchandising Leonardo @darlenerondeau
  • 4. Alicia Whalen SEO Expert, Digital Marketing Strategist, Co-Founder Hashtagio.com @Alicia_Whalen_
  • 5. Percy Amaria Director of Operations Scott’s Inn and Restaurant Scott’s Inn and Restaurant
  • 6. What is most challenging about SEO for you?
  • 7.  Key is how well your content aligns with a user’s query  Google changes its search algorithm around 500–600 times per year  93% of online experiences begin with a search engine  If there’s no content, there’s nothing to index and therefore no opportunity to be seen on search engine results pages, let alone the first page  You know your hotel, what attracts guests to stay with them, you can write that story better than anyone else Search Engine Optimization Isn't Hocus Pocus, Source – Google Think Travel, 2015 #LeoWebinar
  • 8. 1. Accessibility: How easy is it to find your website and index it? 2. Relevance and Usability: How well does the page/content align with the consumers' query? What Search Engines Rely Upon #LeoWebinar
  • 9. Alicia Whalen SEO Expert, Digital Marketing Strategist, Co-Founder Hashtagio.com @Alicia_Whalen_
  • 10.  Hoteliers should focus on content on their websites that is optimized for in-destination mobile searches  Google Places optimization and Google Reviews will impact your Search Engine Rankings – critical for Mobile Optimization  Having a website that is Mobile optimized will impact search results (factors including usability, download time will impact SEO)  “Social Signals” have become more important in determining your property search ranking What’s Changed for Search Engines and Consumer Search Behaviour #LeoWebinar
  • 11. Mobile Search 43% of Travel Buyers are accessing Search in the middle of the buying cycle:  Local search and mobile visibility is more important than ever before New Rules of Search Engine Optimization #LeoWebinar Source – Google Think Travel, 2015
  • 12.  Optimize your website pages for your restaurant, spa, onsite retail  Build the customer relationship while they are in-destination, and continue the conversation to encourage a positive post visit review or post to social media  Mobile queries per user originating from a Hotel (in destination) have grown by 49% since 2014 New Rules of Search Engine Optimization #LeoWebinar Source – Google Think Travel, 2015
  • 13.  It’s more important than ever for properties to have a Hotel Google Business listing  Positive Google reviews will also have an impact on your local search results Google My Business Listings a Must #LeoWebinar
  • 14. What is a Social Signal?  Likes on a Facebook page – This tells both the social network as well as Google that your brand is gaining popularity  Shares, Likes, & Comments on content published on Facebook Page – It’s not enough to just have a page, you must publish engaging content for your followers with links back to relevant pages on the website Social Media and its impact on SEO #LeoWebinar
  • 15. What is a Social Signal?  Authority Of The Person Tweeting Your URL – Tweets and mentions must come from active Twitter handles, they hold no authority as a share if they don’t  Likes, shares, retweets, +1’s, repins, on any page or post you make on a social network can all be a “social signal” to show search engines that your content is relevant and engaging Social Media and its impact on SEO #LeoWebinar
  • 16. Tips to Increasing Your Social Shares Source – Quicksprout.com #LeoWebinar
  • 17.  Make sure you verify your website in the Google and Bing Search Console to see what keywords are driving Organic search traffic, how you index for keywords. Measuring Success and Indexing in Search Beyond Your Hotel Name #LeoWebinar
  • 18. Percy Amaria Director of Operations Scott’s Inn and Restaurant Scott’s Inn and Restaurant
  • 19.  Inn and restaurant in Kamloops, BC, Canada  52-room family-run property for over 30 years Scott’s Inn and Restaurant #LeoWebinar
  • 20.  Goal was to take control of digital marketing and online distribution  Specifically, we wanted to increase direct bookings and walk in traffic  Local web developer and designer was expensive and time consuming  Too much time making changes and to slow to update – taking me away from operations and service  Vizlly offered us a full website marketing platform that is easy to use, is SEO friendly and gives me the tools to get things done Top Marketing Challenges #LeoWebinar
  • 21.  Photos and reviews are the key to telling the hotel story  Positive reviews in TripAdvisor and Google Reviews, as well as in social media have a positive affect on our direct bookings and revenue  Photos are important, and content that speaks to the customer no matter what device they are using to find us  A mobile website allows us to target our information to a guest that is looking for property photos, a phone number or directions quickly Visual and Local Storytelling Impacts Search Results #LeoWebinar
  • 22.  Our strategy is about consistency: Create a compelling story on the website, be found in the search engines for key drivers of business, and tell stories in social media  Having a website designed with SEO best practices in mind helped us achieve results quickly. Plug and play solution was key  Optimizing our Google Business listing, and having a Mobile optimized version of the website helped us to appear in local searches, and has resulted in more walk in traffic  Leverage Facebook to promote the property – well known by locals for the restaurant SoMo and SEO #LeoWebinar
  • 23.  Google places/local listings and Google Reviews impact search ranking Local SEO #LeoWebinar
  • 24.  Manage reviews in TripAdvisor and in Google reviews Local SEO #LeoWebinar
  • 25.  We learned we needed a website that: o Was easy to update o Had a mobile version o Simple to manage so that we could focus on customer service  Now that our website can be found in search and is engaging to consumers o We have decreased our reliance on expensive OTA’s o Allowed us to compete against larger branded properties in the area  We can now leverage our social media channels and website to highlight involvement in the local community o Showcase our reputation as a “Local Favorite” Progress and Learnings Along the Way #LeoWebinar
  • 26.  Start with a website: o That is easy to build and update o Has the required support to ensure you can concentrate on what you do best  Concentrate on: o SEO best practices o Claim and update your Google Local places page o Manage the Google reviews  Our positive reviews impact both ADR and our search ranking. We have seen a 50% increase in direct and walk in business since we launched the new website  “I used to get nervous about occupancy, but now I can focus on operations and service knowing that we are positioned well in the online marketplace”  Be patient o Implementing a best practice website with a strong focus on SEO will work o We have seen in a 2% increase in RevPar year over year since launching our new website  Don’t forget to stay social o Manage your reviews and share your stories o Update your images o ….And most importantly focus on the customer, that is the key to success in a connected world SEO Advice for Other Hoteliers #LeoWebinar
  • 27. Based on today’s content, will you attend future webinars?
  • 29.  About Leonardo  Invitations to upcoming webinars  Recording of this webinar. Share it with your colleagues It’s a Wrap #LeoWebinar

Editor's Notes

  1. Christian – used this Facebook logo as a placeholder, please update
  2. I don't have the skills and/or knowledge to manage it Not sure how to improve my rankings Don't have the budget to invest in making it better Don't understand why local content helps my page results
  3. Local search and mobile visibility is more important than ever before, which is why Google ranks websites that are optimized for a good mobile experience high in search results. Having a website that is a positive user experience on a mobile device may affect not only your search ranking, but your ability to connect with your customer while in destination.
  4. Why? Because more consumers are searching mobile devices such as tablets and phones, and they are searching beyond the point of purchase. Optimize your website for other services like restaurants, on-site attractions or retail, spa – and your proximity to local attractions.
  5. Ensuring that your Google my Business listing is live and optimized is critical – especially with the demise of Google+ Read more about the changes to SEO after the demise of Google+ on the Leonardo Blog http://blog.leonardo.com/the-downfall-of-google-and-what-it-means-for-local-seo/
  6. For hotels, Facebook seems to be the best performing social media channel – and the easiest to manage links back to property pages. Ensure that you are linking back to relevant pages – not simply to the home page or booking page.
  7. For hotels, Facebook seems to be the best performing social media channel – and the easiest to manage links back to property pages. Ensure that you are linking back to relevant pages – not simply to the home page or booking page.
  8. Most importantly, make sure to link some of your shares to relevant places on your website, or landing pages.
  9. Also important is to look at your Device Source traffic to see how your website is performing with users on tablets and mobile phones. Adjust if performance is lower than the PC. Watch “Social Signals” and determine best referring social networks – Facebook is usually a high performer for hotels.
  10. Christian – used this Facebook logo as a placeholder, please update
  11. Having a website that told our story, and could be found in search has let us focus on driving new customers via positive reviews, relevant updated content posted to our social channels and to the website, and good customer service.
  12. Google Local Listing – optimize with keywords, photos and make sure your map pin is correct.
  13. Optimizing our Google Business listing, and having a Mobile optimized version of the website helped us to appear in local searches, and has resulted in more walk in traffic.
  14. Christian – please insert a Facebook logo for Percy’s social media