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Copyright © 2017 Leonardo Worldwide Corporation

Google & Leonardo Provide Smart SEO Strategies to Drive Direct BookingsJune 20, 2017Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo

Jennifer Wesley, Industry Director, Travel, Google

Technical Difficulties? Contact Citrix GoToWebinar 1-800-263-6317 support@citrixonline.com

Copyright © 2017 Leonardo Worldwide Corporation

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Darlene Rondeau

VP, Best Practices, Online Merchandising

TWITTER: @darlenerondeau

Follow:

@VFMLeonardoTweets & Questions:

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Jennifer Wesley

Industry Director, Travel

get.google.com/trips/

linkedin.com/in/jennifer-wesley-7747a1

Organic Traffic is Valuable

#LeoWebinar *Skift, 2016

Two Things To Know

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Jennifer Wesley

Industry Director, Travel

get.google.com/trips/

linkedin.com/in/jennifer-wesley-7747a1

Long-Tail Keywords

Google’s job: Match the best content

to a user’s search query

86.4% search terms in United States

are long-tail (3+ more words)

e.g. “Kid-friendly Miami hotel near zoo”

More specific in nature to drive more

qualified traffic

#LeoWebinar *Ahrefs, 2017

Long-Tail Keywords

Convert 2.5x better than head

terms like “Miami Hotels” *

Less competitive to rank for

Move up higher in search

rankings: 11 positions (long

tail) vs. 5 positions (head

terms) **

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*Conductor; ** HitTail

Which Long-Tail Keywords Should You Target?

What type of guests stay at your hotel?

What are they looking for?

Online tools like Google AdWords

Keyword Planner

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Write for Humans, Not Robots

Web content that’s original,

relevant and useful

Branded hotels: write your

own unique copy

Capture your unique story

Avoid keyword stuffing

Include other page elements

that match targeted keywords

(e.g. images, video)

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Other SEO Factors

Page speed

Overall user-experience (UX)

Logical navigation

Prominent calls-to-action

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Mobile More Important Than EVER

Google switching to a mobile-first

index at some point (perhaps 2018)

Google will crawl your mobile website

first

Will continue to crawl & collect from

desktop

If you have a responsive website,

you’re golden

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Elements of a Great Mobile Website

#LeoWebinar *Google, 2017

5 Elements of a High Converting Website

1: Tell Your Unique Story

Your website is your digital

storefront

Distinguish what makes your

hotel better

Use visual storytelling (words,

images, captions, videos) to

create an emotional connection

Be authentic and genuine

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2: Lead With Guest Rooms

We analyzed more than 500

million pieces of media

Guest Rooms are the #1

most viewed image

Lead with guest rooms on

your homepage

Include photos taken at

every angle

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3: Provide Social Proof

Social Proof = independent third-party

feedback about your hotel

e.g. Guest reviews, awards, ratings

53% travelers won’t book without first

reading reviews *

76% pay more for hotel with better

reviews *

Embed reviews on your website

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* ReviewPro

4: Promote Special Offers

Reward travel shoppers for booking

direct

Doesn’t have to focus on price

A special offer creates value in the

mind of a consumer

Call special offers out everywhere on

your website

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5: Be Mobile

In 2016, 1 in 5 reservations made on

mobile device.*

Your mobile website should include:

Clear call-to-action on every page

Booking engine integration

Click-to-call functionality

Google Maps integration

Local area suggestions

#LeoWebinar Skift, 2016

Let’s Summarize

Target long-tail keywords

Understand your guests to identify

keyword opportunities

Create original content that speaks

to humans

Mobile optimized website

Website:

1. Tell your story

2. Lead with guest room images

3. Social proof

4. Special offers

5. Mobile optimized

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Questions & Discussion

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It’s A Wrap

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your colleagues!

Vizlly Blog:

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Stay tuned for our

next webinar.

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Connect With Us

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Jennifer Wesleylinkedin.com/in/jennifer-wesley-7747a1

get.google.com/trips/

Darlene Rondeauleonardo.com

1.877.593.6634TWITTER: @darlenerondeau

vizlly.com/blog