expanding your engagement in google - miles …...google my business signals are theleading rank...
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Expanding Your Engagement in GoogleGoogle My Business Program
2019
Miles Snapshot
Meet
Miles
A few of our
Clients
Carrie KoenigVice President - National Sales
75+Destinations
participating in Google-DMO
Partnership
DMOGoogle Program
84MViews on Google
Destinations content
uploaded
65Years experience in travel & tourism
Miles Google DMO Program
21,314total assets added to Mar 1
84,746,50 views and counting to Mar 1
+13,000,000actions a month
75+DMO Participants
Miles Google DMO Program
Own the Traveler Path to Purchase
Google’s Pivot to
OWNING THE JOURNEY
INTERACTION OFF-CHANNEL
MANAGING YOUR FOOTPRINT
90% Search Share
Google used to be focused on sending direct, out-bound traffic to your site.
There is a pivotal shift underway that is changing everything.
Why Is This Important?
That’s the number of Google searches made in a year.
5,000,000,000,000
internetlivestats.com40% of search results won’t result in an outbound click
Travel and tourism websites are
seeing a huge decline in organic
search traffic
Organic Website TrafficHotel Websites Organic Traffic
0
50000
100000
150000
200000
250000
300000
350000
400000
450000
Hotels
Google Analytics – Aggregated Average Users per Website
2013 2014 2015 2016 2017 2018
The pivotal shift from Google to retain travelers in the Google Travel eco-system is changing the path-to-purchase for travelers
Online Travel & Technology Changes
With a Google My Business Account, you get more than a business listing. Your free Business Profile lets you easily connect with customers across Google Search and Maps.
You can post photos and offers to your profile to show what makes your business unique, and give customers reasons to choose you every time.
Your customers are ready to connect – by calling, messaging, or leaving reviews.
Now, with more ways to transact, you can do more business.
Google Travelis becoming theplace where travelers decide where to go, where to stay and what to do.
Google has empowered businesses to influence information through Google My Business listings, which gives businesses the tools to improve the quality and accuracy of information available
within Google’s products.
50% Of mobile users visit
the next day
5xIncrease in
views
7xMore likely to
click
Businesses with complete information are more trusted by consumers
Google My Business signals are the leading rank factor in local search
Complete GMB listings experience on average, a 35% increase in clicks
Fresh visual assets increase reach by 10-30%
Users who view complete listings are 30% more likely to visit or purchase from your business
50% of mobile users who view a GMB listing, visit the next day
Consistently maintained GMB listings increase your reach by 5x and your likelihood of being featured in the coveted Local Pack
Your Google My Business Information is displayed in the Knowledge Panel and is pushed to all Google Travel
products.
Is your business profile the best it can be?
This is theKnowledge PanelIt contains everything Google knows about
your business.
Search
Travel Guides
Trips App
Maps
YouTube
Assistant
Daydream VR
Lens
Hotel Finder
Flights
Street View
Waze
Google Travel Products
Where your GMB listing info is surfaced
Why Is This Important?
Your KP is an enormous source of exposure for your business.
In many cases the largest source!
1
It’s a much larger amount of screen
space.
This business received 7,000 site visitors over a quarter.
Google drove 104,000 views.
This is theKnowledge Panel
It contains everything Google knows about your
business.
Different views, showing the same information from your GMB listing
The information about your business gets used in a whole bunch of
different places.
2
The information about your business gets used in a bunch of different places
• SERPs & Local Pack
• Hotel Finder• Maps & Waze• Trip App• Travel Guide• Top Sights• Assistant
• Lens• Street View• 360• Earth
Much of that information is coming from your customers not from you.
3
Much of this information (an estimated 80%) is coming from your customers, not from you
50,000,000+ Local Guides Worldwide
700,000+ Places Added/Mo.
Google “Local Guides” are able to add info about your business including:
• Reviews• Ratings• Photos/video/360• Edits• Places• Factual information• Questions & Answers
INCREASE VIEWS
DRIVE CONVERSIONS
UNDERSTAND YOUR AUDIENCE
Google My Business
Google My Business Program
Miles Support ServicesFive services that help businesses understand, optimize andmeasure their exposurewithin Google’s products and platforms.
Set-up
ContentManagement
Audit
Insights
240 experts with 65 years of experience in Travel & Tourism
1Key performance benchmarks to track results
2Deep-dive audit of your existing presence (owned & UGC)
3
Compelling footprint with photos, video, 360, & posts with on-going content management
4
Insights to inform your marketing strategy5
Audit
Understanding how visitorssearch for your business, and what they see when they do.
• Factual information
• Visual assets: photos, video, 360, street view
• Reviews• Categories &
Amenities• Questions &
Answers• Posts
Which beach would you visit?
UGC Influences Decisions
Set-Up
Implement facets of your Google My Business profile that will increase visibility, create engagement anddrive conversions.
Instructions for back-end set-up
“How to” instructions:
• Notifications allowing you to quickly respond to reviews and questions (Consider taking advantage of our reputation mgmt. service!)
• Write a review button
• Menus• Hotel reservations• Ticket sales
The Local Pack – key source of organic exposure
• We know what drives the local pack results and can increase your chances of showing there.
• Check out our 2 partner properties in Honolulu.
5xIncrease in views
The Local Pack
DISTANCE
PROMINENCERELEVANCE
3,929 US English Categories Currently
On-Going Category & Amenities Drive Local Pack Results
Content
Expanding visibility of existing assets and implementing new content on a consistent basis to engage and convert travelers
Visual assets drive action and extend your reach
10%-30%Increase in exposure,
just by uploading a few photos every month.35%
More click-throughs
42% Increase in
driving directions
Posts* appear in your knowledge panel and provide a huge amount of real estate for your business.
We’ll consistently manage your feed of News, Events, Offers and Products and will track all engagements through custom tracking links.
*Hotels are excluded by Google
Questions & Answers are a great way to interact with customers.
We build a robust FAQ section, flag incorrect answers and up-vote correct answers
Management
On-going audit of UGC content and management of Questions and Answers
Weekly check for user-generated content including photos, video, reviews, answers and factual information1
Monthly upload of new visual assets driving a 10-30% lift2Flagging inappropriate content to Google3Up-voting correct local guide answers4
Weekly check and flagging of inappropriate user-generated content:
• Photos• Video• Reviews,• Answers• Factual
information
Upvote the best questions and answers
Elevating Useful Information
Insights
Understand your audience and opportunity, informyour overall marketing strategy and measure off-channel signals of intent to travel
Views, queries, comp set benchmarking, DMA’s and more
KPI’s including:• Clicks to website• Clicks to call• Requests for
directions• Photo & video views• Views of Google
Posts• Map Views• Direct searches• Discovery searches
Transparent Metrics in a Visual Quarterly Dashboard
Case Studies
Resort KPI IncreasesEngagement and Action
In Q4 2018, this hotel partner had 2.9 Million photo views, compared to only 1.65 Million in Q4 2017 and realized a 21%increase in actions taken.
Adding new content is driving increased views and actions!
0
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10000
15000
20000
25000
30000
35000
40000
Hotel A
Actions Taken
2018 2017
78% Increase in
photos
21% Increase in
actions
Restaurant KPI IncreasesConversions through Clicks and Directions
0
500
1000
1500
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3000
Restaurant A
Website Clicks
2019 2018
71% Increase in clicks!
97% increase in directions
In Q1 2019, this restaurant partner had 295k photo views compared to 196k for their competition. They realized a 71% increase in clicks and a 97% increase in driving directions!
The Miles Partnership Google My Business Program is driving increased web traffic, views and signals of intent to dine!
Attractions KPI Increases Lift in Views following audit, optimization and maintenance
1000x!
11,585Website Visits
Views on Google Search:
252,397
Views on Google Maps:
11,082,365
Information provided by Nicole Woods for Independence Visitor Center Corp.
YoY Lift From GMB ProgramLift in Views following audit, optimization and maintenance
0
50000
100000
150000
200000
250000
300000
Jan '18 Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan '19 Feb Mar
Listing Views
Restaurant A Restaurant B Restaurant C Restaurant D
Google My Business ProgramOptions and Timeline
Businesses with complete information are more trusted by consumers
Google My Business signals are the leading rank factor in local search
Complete GMB listings experience on average, a 35% increase in clicks
Fresh visual assets increase reach by 10-30%
Users who view complete listings are 30% more likely to visit or purchase from your business
50% of mobile users who view a GMB listing, visit the next day
Consistently maintained GMB listings increase your reach by 5x and your likelihood of being featured in the coveted Local Pack
Resort Partner Sample & Program Rates
Thank you
milespartnership.com
Q&A
www.MilesPartnership.com/Research