Whitepaper GOOGLE and IT‘S FEATURES
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Whitepaper GOOGLE AND IT‘S FEATURES www.customer-alliance.com Edition 02 15/01/2018 Whitepaper GOOGLE IS MORE THAN JUST A “SEARCH” BAR 3 GOOGLE TOOLS RELATED TO TOURISM 4 Google and it’s search 4 SEO remains important 5 Google Adwords for small and medium-sized hotel? 5 GOOGLE AND IMAGES 6 Panoramio – Source for Google Maps 6 Photos in Google+ 6 Google Carousel 6 Google Maps Business Photos 7 GOOGLE AND DATA ORGANISATION 8 YouTube as a main tool for hotel videos 8 Collaboration for small hotel groups 8 GOOGLE AND COMMUNICATION 9 Google+ 9 Google Authorship 9 GOOGLE AND INFORMATION 10 Google+ Local (formerly Google Places) 10 Google hotel Finder 10 Google Reviews 11 CUSTOMER JOURNEY OR: A GUEST TRAVEL “THROUGH” GOOGLE 12 Phase of inspiration 12 Phase of information 12 Phase of booking 12 Phase of experience 13 Phase of reflection 13 PUT IT IN A NUTSHELL 13 GOOGLE IS MORE THAN JUST A “SEARCH” BAR Google is our primary source for online off the hotels’ shoulders regarding daily search and research. In January 2014, workload. The social network Google+ has Google’s dominant position within Germany exceeded the number of 500 million user was underlined by having a market share profiles by now, which builds up a huge of about 91,2%. The Microsoft competitor audience for Google Reviews or Google Hotel “Bing” came in second place, far behind Finder – a new metasearch. Numerous though with only 3,4% market share. Thus, Google tools are important in the whole it is no surprise nearly everyone thinks of course of travel preparations: Flight Search, Google when talking about Search Engine Maps, Google+ Local (formerly Google Places), Optimization (SEO). Hotel Finder and so on. So let’s take a closer look on Google tools especially on the ones That being said, it is important to see Google relevant in the hotel business. as much more than a search bar. There is a variety of Google tools which take part in our daily life – think of Gmail, Google Maps or An- droid, which is the operating system for 80% of all mobile devices. In addition, Google became a key factor in the field of market- ing. Two out of three advertisings take place on Google. It is impossible to imagine online marketing without Google AdWords. Even small and medium-sized companies hold budgets for AdWords campaigns. Google’s almighty position, its increasing diversification and the disappearance of its competitors are often considered and judged very critically. Nevertheless, there are a lot of tools that can take a lot of weight GOOGLE AND IT‘S FEATURES 3 More on: www.customer-alliance.com/en/knowledge GOOGLE TOOLS RELATED TO TOURISM Taking both software and hardware into Google and its search account, there are more than 80 Google tools. Google search obviously remains Talking about Google in general means the most prominent one, while there are talking about classical Google search en- also tools like “Google Public Data Explorer” gine. Searching via Google has become a or “Virus Total”, that have hardly ever been very influential factor throughout our lives. heard about. Most dictionaries implemented the term “to google” years ago. This White Paper is designed to present Google tools that are related to tourism and hotel business and to explain them briefly one after another. GOOGLE AND IT‘S FEATURES 4 More on: www.customer-alliance.com/en/knowledge SEO remains important Google AdWords for small and medium-sized hotel? The search and research for information is one of the first steps in the process of book- There is an important question, often asked ing a hotel room. Therefore, SEO is and will by hoteliers: “Is it worth to use Google Ad- be a key factor. However, rules and prac- Words”? The answer is: “yes … and no”! The tices have shifted. Many changes regard- most prominent and contested keywords, ing its algorithm have been taking place such as “hotel + [city]” are in large part oc- throughout the past years making Google cupied by booking and rating sites. Large (more) intelligent. Whether it is about en- OTAs have sufficient resources to pay tire sentences or spoken language – Google sky-high prices per click, therefore, claim- more and more gets our intentions and ing the first places for themselves. Con- interrelations. SEO-rules that used to be sequently, it became impossible for small valid the past decade do not provide with and medium-sized hotels to compete with the desired effect anymore. Not only does them on this field. Google use signals from social networks to customize search results depending on However, anyone that has carved out a the user, but it also regularly cleans up key- niche and devotes himself to the use of the words linked to websites. so-called longtail-keywords has a chance to catch good positions even with a small That is why it became extremely hard for budget. A general advice for hoteliers would privately managed small or medium-sized be: “Do not get yourself into the “Google hotels to remain within the first Google AdWords Jungle” without previous knowl- results displayed. Most of the times, the edge”. A better call would be to consult an online travel agencies (OTAs) occupy the agency that is competent and experienced first positions – with, of course, the omni- in this field. Otherwise, it’s likely that you present “competitor” Google. There are still will just throw money out of the window. ways leading to the desirable first page, just keep on reading and look out for the keyword “Google+ Local.” GOOGLE AND IT‘S FEATURES 5 More on: www.customer-alliance.com/en/knowledge GOOGLE AND IMAGES Images are considered to be the most im- portant content throughout the internet. Thus, it is no surprise that Google has been creating tools focusing on pictures such as Panoramio, Picasa(web), Google+ and Google images search. Panoramio – Source for Google Maps Anyone creating interesting and relevant content from his city or region including in- dividual photos should take a look on Pan- oramio. This service works as source dis- Photos in Google+ played on Google Maps. If you then share great photos and link them into Panora- If you are running a business website via mio, chances are severely increased to be Google+, you should also implement a cer- found on Google Maps later on. Potential tain amount of images. Due to the integra- guests doing researches on their vacation tion of Google+ posts into Google Search area could eventually come across you and results (Project name “Search, plus your your hotel when finding your pictures. world”), your hotel’s last Google+ post will be shown if performing a hotel search – in- cluding photos of course. Google Carousel This one might interest you as well: “Google Carousel”. In a close future, search queries will not only provide you with classical text- results and the according map section next GOOGLE AND IT‘S FEATURES 6 More on: www.customer-alliance.com/en/knowledge to it. Large images will be displayed at the Google Maps Business Photos top of the page. They derive from Google+ Local posts and are ought to keep the user For sure, you already used the StreetView within the “Google System” for one addi- option on Google Maps, that gives you a tional click. We all know about the “power detailed panorama of a precise place. The of images”. Thus, what will be important same is true for indoors. Via “Google Maps within the future becomes clear: great pic- Business Photos”, hotels are able to directly tures that encourage the user to click on display panorama views on Google Maps, your site. Google+ Local to show it within Google Search. By doing this, potential guests could take a very precise glance at your ho- tel. This would build up their trust in your company and increase your chances to get direct bookings. If you are interested in this, you need to look for a photograph certified by Google. GOOGLE AND IT‘S FEATURES 7 More on: www.customer-alliance.com/en/knowledge GOOGLE AND DATA ORGANISATION Google provides some interesting tools to Collaboration for small help you organize your data. From Youtube hotel groups to Google Calendar, Google Drive, FeedBurner, Wallet, Play and Keep. For small hotel groups, Google calendar, doo- dle and Google Drive might also be interest- ing. By using those tools, you can make and YouTube as a main tool for keep appointments in common, work on hotel videos fi les together and exchange them easily – without being delayed by email chaos. Hotel videos play an increasingly impor- tant role for online marketing. Your videos should not be anymore only available on your website. By creating your own chan- nel on Youtube, you will be able to reach far more users since your videos will appear in the search results. In addition, if you link those videos to your Google+, they will also be displayed on your Google+ profi le. GOOGLE AND IT‘S FEATURES 8 More on: www.customer-alliance.com/en/knowledge GOOGLE AND COMMUNICATION Google+ Google Authorship It took Google three attempts to develop By taking care of a Google+ site, you should Google+, an interesting social network al- also look into Google Authorship. It includes lowing them to even compete with face- the possibility to link the content of your book. The very idea of integrating it into website or your blog to your Google+ pro- Google Search has been a genius move file integrating your individual picture/logo and will eventually provide a long-lasting into search results.