Survey On SEO VS SEM For Hotels

SEO IS. SEM FOR HOTELS When determining your hotel's search engine strategy, how do you decide whether SEO or SEM is your best bet? And just what are they, anyway? Learn the differences between these two approaches and see which works best for you. HOTEL SEARCH QUERIES ARE ON THE RISE 83% 63% 56% _ 96% | 24% 68% 180% of leisure travel- say search engines start with search ers plan their start with search engines when researching hotels specifically Hotel queries on Google will rise 24% in 2013 Travel search queries from mobile browsers will rise 68% in 2013 Travel search queries from tablet browsers will are their "go-to" engines when trips with the help of the Internet tion info source for vaca- booking various rise 180% in 2013 travel REGARDLESS OF THE DEVICE USED, SEARCH IS CLEARLY In fact, travelers use search for hotels more than any other aspect of their trip - destinations, air, car, or cruise. HERE TO STAY AS A CRITICAL TOOL FOR HOTEL PLANNING AND BOOKING. PICKING THE RIGHT STRATEGY AND KNOW- ING IT TOP TO BOTTOM IS MORE IMPORTANT THAN EVER. WHAT ARE SEO & SEM? Google chooses to display websites and ads in their search engine based on search queries, the quality of destination content, and bids. SEO- Search Engine Optimization Requires larger upfront investment and authoritative knowledge of content- but generates "free" traffic over time. Here's what it takes to make it in Google's organic rankings. Content Length (more is often better) Spelling and Grammar Social Annotations & Authorship Webpage Visits & Bounce Rate Number & Quality of Webpage Backlinks Social Votes (likes, tweets, +Is) Quality of Content - Popularity- Page Load Time (faster load correlates to higher rank on Google) On-Page Keyword Optimization Content-specific XML & HTML Sitemaps Robot Accessible Domain age (older is better) Appropriate Meta Titles & Descriptions Content to Allow Indexing Accessibility 100% of search engine users look at organic search results In one survey, fewer than 47% of searchers could distinguish the difference between paid ads and organic search results. However, organic results only rank #1 in 9% of searches SEM- Requires sustained amounts of money fic stops when the money does. For Google to display your ad, the ad needs to meet certain criteria. and traf- Search Engine Marketing $$$ Keyword bid price goes up as quality score goes down, making it expensive to rank ads for a The higher the bid, the higher you'll rank on the SERP (search engine results page) e higher your budget, the more exposure your ads will get. If AdWords detects your ad's copy doesn't match the content on the destination page or the keywords you're bidding on, your quality score lowers wide range of keywords Quality and Relevance Bid and Budget GOOGLE ONCE ESTIMATED THAT REMOVING PAID ADS FROM GOOGLE SEARCH WOULD REDUCE SEARCH ENGINE CLICKS WORLDWIDE BY 89%– ONLY BECAUSE PAID ADS COMPLETELY FILL THE SCREEN, BLOTTING OUT ORGANIC RESULTS, FOR 81% OF ALL SEARCHES THE SEO VS. SEM CHECKLIST QUERY: DOES THE QUERY MATCH THE. SEO BOTH SEM .website content? desire of the searcher? .ad copy, targeted keywords, and click-thru destination? Does the content do more than exactly match the query by fulfilling the context of the query - that is, the impetus for that query? QUALITY: IS THE CONTENT.. SEO BID: DOES THE CAMPAIGN.. .well written? SEM .linked to by other websites? --popular on social media? .match or exceed the bids ..from a trusted, established from competitors? source that consistently produces quality content and has a verified online identity? TO SUM UP. SEO is a worthwhile investment for hotels seeking a long-term strat- egy. These hotels have the money to fund an SEO strategy that may not pay off for weeks, months, or even years. SEM is a worthwhile investment for hotels that need new visitors now. These hotels have a steady mar- keting budget they can allocate to SEM to keep the traffic coming. IF FUNDS ALLOW, HOTELS CAN USE BOTH STRATEGIES SIMULTANEOUSLY TO MAXIMIZE THEIR SEARCH ENGINE COVERAGE. buuteeq www.buuteeg.com