2014 Digital Trends

Milestone Confidential
2014 Digital Marketing
Trends

2
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Milestone at a Glance
Drive online revenue and profitability for our clients
Silicon Valley ~ Chicago ~ India ~ 150 employees ~1400 hotels
Digital marketing software and services for hospitality

Relevant & Engaging
Conversational Content

4Milestone Confidential
Relevant & Engaging Content Pushes
Higher Conversions
 Content which provides value to user
 Give answers to searchers’ questions
 Provide fresh solutions for searchers’ problems
 User really enjoy reading it and they bookmark it and share it
Why thin content is not good?
 Low quality content
 Results in low engagement
 Low sharing
 No value
 Bounce rate is high

Geo-
Local
Vertically
Focused
Socially
Relevant
SEARCH
RESULTS
Evolution of Content Marketing
Thin content
/ duplicate
content
Bad links /
Keyword
stuffing
(Conversational
Content)
PANDA PENGUIN
HUMMINGBIRD
Tactics
Strategy Schemas
Index
Social Links /
Citations
Voice search
Google glass
Voice recognition

6
Website Content – Ready for
Hummingbird
 Google’s newest search engine algorithm update focuses on:
 Voice search
 Conversational search or natural language search
 Knowledge graph and schemas
 High-quality website content will provide answers to users’ queries by
understanding the intent
HummingbirdBefore Now and Future
Need directions – open
Google maps, type
address, get directions
Give me directions
to Hyatt Regency
Santa Clara

Relevant Content Pushes Higher
Conversions
Content goals: communicate,
engage, and compel
Relevant
Use Foursquare
tips in website
content

Creating Fresh Content on an Ongoing
Basis
Use tools to research destination content
Promote via other channels:
Local Events Local News Trends/Seasonality Tips Content Reviews
MediaConnect360
Google+ Page
Yelp
Brand website

Impact of Social Media
on SEO

How Social Media Impacts Business
Influence on Search Results
“If something occurs on Twitter or occurs on Facebook and
we're able to crawl it, then we can return that in our
search results”
– Matt Cutts, Search Quality Group, Google (22 Jan 2014)
Build
Semantic
& Long-
tailed
Relevancy
Define Brand
Personality
Customer
Service
Share
Compelling
Media
Impact
Purchase
Decisions
1.15 billion
users
540 million
users
6 billion hours
viewed/mo
225 million
users

From Social to Conversion
Social:
Travel Inspiration
Blog
Website
Conversions
•Facebook
•Twitter
•Flickr
•YouTube
•Foursquare
•Google+
•Pinterest
Source: “The Customer Journey to Online Purchase,”
http://www.google.com/think/tools/customer-journey-to-online-purchase.html, July 2013

12
Brand vs Local Promotion

Local Level

Impact of Social on Search

No Impact of Social Connections?
“You have this many followers on
Twitter or this many likes on
Facebook…we don’t currently have
any signals like that in our web search
ranking algorithms.”
-Matt Cutts, 1/22/14
Source: http://www.youtube.com/watch?v=udqtSM-6QbQ

16
But…Enter Hummingbird
 Enables Google to
understand identity and
social connections between
people
-Danny Sullivan, 11/11/13
 “[Over a multi-year span]
we're more likely to
understand identity and to
understand the social
connections between
people.”
Sources:
http://searchengineland.com/what-everybody-missed-about-hummingbird1-176031
http://www.youtube.com/watch?v=udqtSM-6QbQ

Integrating Social and On-page:
Microdata
Passively create a rich user
experience when people talk
about YOU on their social networks
 Open Graph protocol
 Twitter Cards
 Pinterest Rich Pins

Beautiful Website but Nothing to Share

Missing Twitter Cards

Missing Pinterest Rich Pins

Mobile Experience &
Responsive Site Design

Understand User Intent
 Desktop User
 Office hours
 Research about
property, specials,
events, reviews and
detailed
information
 Mobile User
 Lunch
breaks/Starbucks
 Looking for property
location, maps and
directions, click to
call reservations,
local area guide
 Tablet User
 Evening hours
 Looking for visual
content about
property and
destination

25
Robust Mobile Strategy –
Which One is Right for You?
Adaptive Responsive
 Same URL with two options
Same Content
Different Content
 Different elements based on
device type
 Server side content
optimization to reduce
download time
 Integrated with CMS and
analytics
Separate Mobile
 Different URL
 Different layout
 Different content for desktop
and different for mobile

Responsive Websites – Desktop, Mobile,
Tablet Versions
DESKTOP SITE TABLET SITE MOBILE SITE
 New Gestures
 Jquery Swiping
(photo gallery)
 Pixel Width of
average finger

Local Search

Google+
Local
Bing Local
Yahoo
Local
IYPs
Maps
Internet Yellow
Pages
Local
Search
Local Citations
Travel Sites
UGC
Hyperlocal
Where is Local? – All ChannelsWhere is Local? – All Channels
 73% of all online activity is related to local content.
 Hotel searches are inherently local in nature.

Understanding Search Results Page
Local Carousel
Google Hotel Finder
Organic
PPC

Top Factors Impacting Local
 Optimizing local profiles on
Google+, Bing Local, Yahoo Local
 IYPs and Data aggregator: NAP
consistency, citation volume
 Social and Hyper-local Signals:
Google +, Facebook likes, Mobile
Click to calls
 Removal of all duplicate listings
 On-page local optimization
 Quality & quantity of reviews
Signals
Places Page
External Loc.
On-page
Link
Review
Social
Behavioral/
Mobile
Personalization
http://moz.com/local-search-ranking-factors
Survey by David Mihm

Naptune Local Search and UNAP
Consistency Tool

Optimizing Apple Maps Listing
(Apple iOS6)
 Milestone is editing Yelp,
Factual, OpenStreet,
Acxiom and Localeze to
ensure accurate listing
Before: After:
Phone
Number is
Incorrect

33
How Do You Qualify a Partner?
 Page Authority
 Domain Authority
 Page Rank
 CTA Feature
 Engagement
 Photos
 Eco Connection

Schema & Semantic
Search
Give search engines what they want in the format
they want.

Structure Improves Google Trends

36
Schema’s
Gives desired information to search engine in the format they want
 Organization-name:
Ramada Hotel & Suites
Bangkok
 adr:
street-address:
22 Sukhumvit Soi 12
 locality:
Klongtoey
 region:
Bangkok
 NearBy:
Suvarnabhumi Airport
Keyword = [Hotel in Bangkok near Airport ]
Keyword = [Organization + Region + Nearby]

How to Look for Relevant Schemas?
1. http://schema.org/GolfCourse
2. http://schema.org/Park
3. http://schema.org/ShoppingCenter
4. http://schema.org/StadiumOrArena
5. http://schema.org/Museum
6. http://schema.org/Airport
7. http://schema.org/Aquarium
8. http://schema.org/CollegeOrUniversity
9. http://schema.org/Casino
10.http://schema.org/Zoo
11.http://schema.org/Beach
12.http://schema.org/Restaurant
13.http://schema.org/SkiResort
14.http://schema.org/Hospital
15.http://schema.org/SportsActivityLocation

Case Study – Google Webmaster
Indexed Pages Jumps
Site live – March 19, 2013

Key Takeaways

Key 2014 Digital Marketing Trends
Search is more
conversational &
personal
• Hummingbird
(conversational search),
Knowledge Graph,
schemas, personal
preferences, click
through patterns, etc.
Social Media
Impact’s SEO
Mobile first!
Schema and
Semantic Search
Local Presence
and consistent
UNAP is important

No Impact of Social Connections?
“You have this many followers on
Twitter or this many likes on
Facebook…we don’t currently have
any signals like that in our web search
ranking algorithms.”
Source: http://www.youtube.com/watch?v=udqtSM-6QbQ

42
But…Enter Hummingbird
 Enables Google to
understand identity and
social connections between
people
-Danny Sullivan, 11/11/13
 “[Over a multi-year span]
we're more likely to
understand identity and to
understand the social
connections between
people.”
Sources:
http://searchengineland.com/what-everybody-missed-about-hummingbird1-176031
http://www.youtube.com/watch?v=udqtSM-6QbQ

43
Know Great People?
http://jobs.milestoneinternet.com
 Director of Client Services
(Chicago)
 Recruiter (Chicago)
 Sr. Manager, Paid Search
(Chicago)
 Account Managers (Chicago
and Santa Clara)
 Social Media Team Lead (Santa
Clara)
 Social Media Account Manager
(Chicago)
Top Reasons to Work for Milestone
 Great place to learn with
phenomenal growth opportunity
 Work with a fun, amazing,
talented team
 Benefits: Medical, dental, vision,
401K, vacation, sick and holiday
pay
 Exciting and innovative work
environment
 Breakfast and Happy hour every
Friday
 Monthly events and quarterly
outings

2014 Digital Trends

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