People search the web in different ways. To build an effective search engine marketing campaign, you need to understand these different behaviors, and know how to reach each type appropriately.
Types of Web Searches - Click for full image
Search type 1: The Starting Search (Location + hotel)
This type of search is usually performed by a first time visitor to a city. They are unaware their options, and are looking for a place to begin their research. Since 1 in 10 people book the first ‘okay’ hotel, it’s important you have a strong presence from the beginning.
- How to reach with organic search: Optimize your local search presence by adding important geo-targeted keywords such as neighborhoods and nearby landmarks.
- How to reach with paid search: Similarly, you want to bid on geo-specific keywords that reach this type of search query.
Search type 2: The Discerning Search (Location + preferences)
This searcher has special preferences and desires. While they know the amenities or location they want, they have not yet found a hotel that meets their needs. Someone performing a search like this is likely to want lots of detailed information, as well as rich media such as photos and video.
- How to reach with organic search: Provide lots of on-site content optimized for these niche target markets. Developing a wide range of useful content helps maximize your exposure.
- How to reach with paid search: Direct visitors to amenities sub-pages instead of your homepage. Conversions should be higher when you deliver relevant content immediately.
Search type 3: The Buying Search (Brand + location)
This person is either a brand-loyal guest or a comparison shopper. They know exactly what they’re looking for, and want your brand to appear quickly and easily. They want fast access to your rates and reservation system. A search in this stage has the highest likelihood of converting to a booking, so it’s important your hotel website appears above listings in online travel booking sites.
- How to reach with organic search: Optimize for your brand’s keywords and location, and carefully monitor your position against OTAs.
- How to reach with paid search: Bid on your brand keywords – they’re often much cheaper than category keywords.
As if this isn’t enough, the same person usually progresses through these stages during the research process. Comscore research has indicated that the average person conducts 65 different search variations before making a purchase. As the trip planner conducts more and more searches, he becomes more informed and performs increasingly complex searches.
This highlights the need to publish a wide range of useful content – on your site and around the web – that reaches each type of potential guest.
Related posts:
- Six Basic Types of Social Media (And Which Is Best For You)
- How David Craig helped Hotel Teatro reach the top of TripAdvisor
- How to perform effective keyword research
- Search Marketing for Hotels: Paid Placement or Natural Optimization?
- SEO for Hotel Websites – Best Practices for (re)Starting Right
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{ 1 comment… read it below or add one }
Some kind of numbers on which type of search is performed most often besides the 10% first ok hotel booker.
Obviously these are going to be different depending on geography but something, particularly related to north america would be great.