smx west conference march 2011-tig global presentation: up close with google places by brian...
DESCRIPTION
Brian Fitzgerald is the Director of Search and Social Marketing for TIG Global, a leading interactive marketing agency based in Washington, DC. To view the presentation of these slides, along with additional SEO tips, please visit http://blog.tigglobal.com.TRANSCRIPT
Up Close With Google Place PagesMarch 8, 2011
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April 14, 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