The top search engine marketers in the world met over 3 days in Seattle to discuss and present current and future trends within the industry, covering everything from how to obtain position 0 in the SERP to the exciting future of Voice Search and everything in between. Here’s a breakdown of what all hoteliers need to know about the present and future of search engine marketing for hotels.
ROBOTS ARE TAKING OVER! EMBRACE TECHNOLOGY AND START USING CHATBOTS.
It’s been proven for many years that live chat on your website boosts conversion rate but many hotels run into operational limitations. Independent hotels are stretched thin on operational staff and typically don’t have someone available to monitor and respond on their website’s live chat. There’s a solution and it’s called CHATBOTS. It’s not a new concept but platforms such as Bing are making it easier than ever to build your own. Just take a visit to The North Face or Skyscanner websites. These two sites are actively using chatbots to interact with visitors – helping them shop, find content and products as well as make purchases.
START USING ADWORDS NEXT AS SOON AS YOUR ACCOUNT IS ELIGIBLE.
Google Adwords is slowly rolling out access to their new version of Adwords called Adwords Next. It features a completely new user interface. While it does take a bit to get acquainted with the new layout, using the new version gives you access to important new features you can’t access in the old Adwords UI, such as promotion extensions & call bid adjustments.
THE FUTURE OF SEARCH IS VOICE, BUT MOBILE IS NOW.
The question on everyone’s mind and a breakout topic at this year’s SMX Advanced was “how do I optimize for voice search?” Alexa, Siri, Cortona, Google Home; there’s a smattering of new technology built upon voice search commands. The fact remains that this technology is still in its infancy and has many limitations. In an industry such as hotels where consumers rely so heavily on visual results to assist them in their research and purchase funnel, other devices continue to be more important for hotels. While voice search is something to be considered in search strategies for hotels moving forward (and there are a few tactics to help you now), hotels should be more focused on optimizing their mobile and desktop experiences before focusing on voice.
LOCAL SEARCH WILL MOVE TOWARDS ADS – YOU’LL NEED TO PAY TO PLAY TO BE VISIBLE.
Google reported a 53% increase in paid clicks YOY on their Q1 2017 earnings report. It’s no secret that they’re in this business for the money, they have to answer to shareholders and the majority of their income comes from advertising dollars. They’re constantly looking for ways to monetize the search results, which is evident from the evolution of the SERPs page year after year. One thing that was agreed on by every member of the Local Search Braintrust of experts at SMX Advanced was that Local Search results are going to become pay-to-play. This is apparent from the changes to the knowledge panel with Google’s Hotel CPC program that allows OTAs and hotels to present sponsored ads showing current rates, the launch of local ads on Google Maps, and their recent tests that show rates directly on map results.