smx west conference 2011: tig global presentation: up close with google place pages from brian...
DESCRIPTION
Brian Fitzgerald is the Director of Search and Social Marketing for TIG Global, a leading interactive marketing agency based in Washington, DC and specializing in the hospitality space. To view the presentation of these slides, along with additional SEO an online marketing tips, please visit http://blog.tigglobal.com.TRANSCRIPT
Up Close With Google Place PagesMarch 8, 2011
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April 13, 2023 Created by MICROS eCommerce Services | TIG Global
About MICROS | TIG Global
• Global leader in hospitality hardware and software• 100,000+ restaurants and 25,000+ hotels• Acquired TIG Global and Fry.com in 2010 to grow eCommerce offerings
Brian Fitzgerald• Director, SEO and Social Media• 10+ years experience in hospitality industry
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Hotels and Restaurants Rely More Heavily on Local Search
All Categories Restaurants Hotels/Motels0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0.070.13
0.03
0.15
0.32
0.4
0.78
0.55 0.57
Percentage Breakdown of General Search, Local Search and IYP
General Local IYP
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Google Place Search Opportunities to click to Google Place Pages Opportunities to click to third parties
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Hypothesis, Analysis and Caveats Hypothesis
• Place Search impacted a searcher’s ability to get directly to a website by offering more options to Google Place pages and third party sites
Analysis• Looked at referring data for 250 hotel and restaurant websites• Roughly 90% hotels and 10% restaurants• Compared two time periods (removed the week Place Search launched)
— 11/1/2009 – 10/22/2010— 11/1/2010 – 1/31/2011
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High Level Findings – Before Place Search
50.18%
45.92%
3.12% 0.77%
Before Place Search Percentage of Total
Google (Natural and Paid)
Other
Google Places
TripAdvisor
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High Level Findings – After Place Search
52.62%43.15%
3.18% 1.04%
After Place Search Percentage of Total
Google (Natural and Paid) Other
Google Places TripAdvisor
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High Level Findings – % Change
-3.00%
-2.00%
-1.00%
0.00%
1.00%
2.00%
3.00% 2.44%
-2.77%
0.06%0.27%
Change from Before Place Search to After Place Search
Change from Before Place Search to After Place SearchAxis Title
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Breakdown for Google Places
60
58
130
Breakdown of Google Places Referral Traffic Change
Increased more than 1%Decreased more than 1%In between
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Breakdown for TripAdvisor
49
120
79
Breakdown of TripAdvisor Referral Traffic Change
TripAdvisor Increased .5% or moreTripAdvisor Decreased 0% or moreTripAdvisor In between
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Restaurants Restaurants saw a higher than average increase in Google
Places referrals
Before Percent of Total After Percent of Total1.70%
1.80%
1.90%
2.00%
2.10%
2.20%
2.30%
1.90%
2.27%
Google Places
Google Places
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International International businesses saw a decrease in Google Places
referrals
Before Percent of Total After Percent of Total1.10%
1.12%
1.14%
1.16%
1.18%
1.20%
1.22%
1.24%
1.23%
1.16%
Google Places
Google Places
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Top 10 Highest Changes
ClientGoogle Places % of
Total Change
Doubletree Florida 10.11%
Residence Inn Maryland 6.96%
Crowne Plaza Texas 6.45%
Wyndham Florida 6.28%
Hilton Maryland 5.72%
Wyndham Georgia 5.41%
Hilton Florida 5.14%
Hilton Connecticut 4.42%
Crowne Plaza New York 3.95%
Doubletree Maryland 3.26%
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Doubletree Florida
Google (Natural and Paid)
Other Google Places TripAdvisor
-15.00%
-10.00%
-5.00%
0.00%
5.00%
10.00%
15.00%
1.38%
-11.12%
10.11%
-0.36%
Doubletree Florida Changes in Percent of Total
Changes in Percent of Total
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Conclusions, Beliefs Did Place Search Impact Your Business?
• The always inconclusive… “It Depends”
It likely depends on:• How was your local search optimization before Place Search?• How was your natural/organic search optimization before Place Search?• How reliant are you on Google and third parties for traffic?• What type of business are you?
Place Page Details
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Google and Hotel Rates Introduces rate
comparison at an early point in the researching/shopping phase
Presents risk of commoditization
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Presents inventory control and management issues
Rates and rate checking showing on Place Pages as well
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How does this relate to you and your business? Intermediated businesses as most at risk Does someone other than you control your product or service?
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Where can Google send people other than your website?
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Where can Google send people other than your website?
Google Shopping
Google’s Boutiques.com
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Questions, Comments, Feedback MICROS | TIG Global
• blog.tigglobal.com• @tigglobal
Brian Fitzgerald• [email protected]• @bpfitzgerald