Google 2020: Developing Your Search Plan
Q4Launch held another very informative webinar on Wednesday February 12, 2020 entitled “Google 2020: Developing Your Search Plan.”
They started off first, by answering the question: Why Does this Matter? They stated that industry standards are showing ~40% of website traffic comes from Google organic searches, and 50% of direct bookings comes that organic traffic. They also state that travelers have more than 850 digital touch points on their planning journey, including over 150 searches. They noted that travelers planning their journey typically do so over a 3-month period. Bottom line: it keeps getting harder to succeed; and therefore your search strategies need to evolve to support the changes in Google and other sources If you want to stand out from the competition.
They state that basic factors will continue to be important, and therefore recommend focusing on the basics first… get back to the fundamentals: Search Engine Optimization (SEO), have an SEO presence to make your site relevant for the search query. Prominence, how popular is your site via different signals (including reviews). Are you trending? Incorporate relevant content and depth of content. Keep Your content current, fresh and up-to-date; check it and change it often. Don’t let your website content become stagnant. As links to other sites are important, so are the links pointing back to your website. Integrate reciprocal links/back links from partner sites.
There will be more competition than ever in 2020. There are more travelers, yet not growing as fast as the inventory In the marketplace. Companies like Airbnb are focusing more on host acquisition which is flooding the market for alternatives to hotels…and B&Bs/Inns. In addition, Google Travel is expanding Expanding hotel searches by adding vacation rentals. There are more Online Travel Agencies (OTAs) than ever and there is more inventory than there has ever been. Demand in 2020 is not exceeding supply, which usually means a coward trend in pricing. If supply exceeds demand – than focus on what you can control – Driving Demand for Your Product/Service.
Your website is the foundation of your SEO success. Your site needs to be easy to update, recency is key. It needs to be easy to use, have fast loading page speed and fast customer service responses, as well as proactively getting better.
Technology has definitely changed with the onset of Voice Searches to various devices such as “Hey Siri” and ”Alexa”. Voice searches is forecast to grow to 50% in 2020 when it comes to search query vehicles. They stated that This will increase long-tail, very specific key words. Voice search results are pulled from Google Featured Snippets. However, most of the forecast is for non-specific items verses items where there are a number of product specifics that need to be determined. The example they used was salt and shirt. With salt, you know exactly what you are looking for. With a shirt, there is the sleeve length, color, collar, pocket, button-down, pull over, etc. to be considered. Since lodging also has many attributes, they expect it will take time before being added to our space. However, start to prepare for it. Think about your content differently. How do people search for your product? Create your content strategy around your answer. So how do you optimize content for featured snippets… do a Google search for many suggestions, but remember that most question-based keywords start with Who, What, When, Where and How. Know what your top 10 pages are… and ensure each is doing a good job of answering these questions. Each page should make it easy for a first-time visitor to know you and for you to guide their behavior flow.
Another important thing to consider is that Google is also ranking internal pages, not just home pages. So build target ‘long-tail keywords’ to get more search traffic. Long-tail keywords are unpopular, (i.e. low volume) and highly-focused search queries that tend to convert exceptionally well. They stated that the average conversion rate of site visitors to those that book is .04%. So, if you want to accomplish 2019 results in 2020, they say you need to double your traffic and double your conversion rates.
5-Star reviews matter more in 2020 than before. Search engines are leveraging reviews and will show business with 5-stars since they will serve the need, over who’s website is best. Q4Launch says that they have a 5-star application to help lodging businesses to get more reviews. Visit their site for more information on this. They say that one of your Key Performance Indicators (KPIs) should be increasing the number of your 5-star reviews.
Google My Business – Make sure you have claimed and verified your business. Ensure your listing is complete and accurate, and updated often. Make sure your Name, Address & Phone (NAP) are consistent on every marketing vehicle. Enhance your listing with special features, blog posts, or Q&As. Respond quickly to reviewers and to those who ask you questions.
“Entity Authority,” meaning getting more people engaged in your network, will be one key factor. How popular are you in social networks? Are you using Google Mail (Gmail) to communicate – as this is Apparently a factor that is being tied to your SEO. Create content and campaigns to get attention and boast performance such as likes and comments. Then they suggest, follow-up with a selling post to drive traffic to your website. More traffic = more conversion!
Google Ads are important in 2020. Paid search results which are at the top of the results page, are pushing organic results further down the page… maybe even on the next page which can impact the number of visitors to your site. So consider a Pay Per Click advertising model to drive traffic to your website. Q4Launch, stated that $0.50 – $1.00 should be your target Cost per Click (CPC).
Shift your strategy in 2020. Have a game plan to monitor and respond proactively… remember there is more product than demand.
And lastly, Google Maps – make sure your business is listed on maps, since these results are coming up before organic search results.