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June 30, 2016

Tim Peter Helps Hotel News Now Explain 5 Myths About The Search Universe

June 30, 2016 | By | No Comments

Want to drive more direct bookings to your hotel? Click here to learn more


Tim Peter Helps Hotel News Now Explain 5 Myths About The Search Universe

There appear to be many misconceptions around search and how it works best for hotel marketers. Plenty of hotel marketers are searching to find out what’s fact and what’s fiction. Tim Peter, President of Tim Peter & Associates shares his knowledge of search and how to appropriately increase traffic through different social media. For instance Tim explains,

“Things that make you do well in search are the same things that will attract views (on social).”

He continues with thoughts on Google AdWords,

“AdWords falls into SEM (search engine marketing), and SEO really lends a hand to rank higher [in paid search],” Peter said. “Generally I suggest using a mixture of both SEO and AdWords to make certain utmost coverage in SERPs (search engine result pages).”

You can read the whole article on Hotel News Now here.

If you’re looking to learn even more about how changing guest behavior shapes hospitality marketing, e-commerce, and distribution, be sure an register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You might also want to take a moment to review the slides from my recent seminar, “Digital Marketing Directions 2016: The Key Trends Driving Your Hotel Marketing Next Year” here:

Finally, you will definitely want to check out some of our past coverage of the mobile, local, social web and how to make it work for your hotel, including:

Tim Peter

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February 8, 2016

Search Engine Marketing – Rutgers Business School Mini-MBA™: Digital Marketing

February 8, 2016 | By | No Comments

Search Engine Marketing offers the lowest cost of marketing and provides the highest results for gaining new visitors and building your business. Learn practical techniques for growing your search engine rankings, managing a paid search ad campaign. In addition, learn how these same techniques can help you build a better website; that increases sales, leads and your business – and then how to measure your success in these efforts!

Key Takeaways:

  • Rank for the right keywords
  • Measure the right numbers
  • Set up a paid search campaign without blowing your budget
  • Techniques to make your website memorable
  • Increase your conversions in a few easy steps
  • Learn which improvements make you more money
  • Part of the Rutgers Business School Mini-MBA™: Digital Marketing Certificate Program. Click here for program details or click here to enroll.

    Tim Peter

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    October 28, 2015

    Why Priceline Believes in the Death of Search Engine Optimization (Travel Tuesday)

    October 28, 2015 | By | No Comments

    The Death of Search Engine Optimization

    Want to know one cause for the rising cost of guest acquisition? Look no further than the declining prominence and effectiveness of natural search as Google increasingly places paid ads higher on the search results pages. This reduces both the number of natural results per page and your guests’ opportunities to see those ads. The problem has become so pronounced that, in a report from Skift’s Global Forum, Priceline.com CEO Paul Hennessy announced the death of search engine optimization. Money quote:

    “As far as SEO is, my view on that is it’s more of a desktop thought because as the devices get smaller and smaller and smaller, the number of choices from an SEO perspective on mobile decline dramatically. And so I believe it is a paid world.”

    Well, that’s a bummer. If you subscribe to Hennessy’s worldview, you’d have to expect your paid costs will continue to increase. But you already know that. You’re living that every day.

    However, this particular cloud really does have a few silver linings. For one thing, this hurts the folks trying to disrupt you as much as it hurts you. And, in some ways, more. For instance, Tnooz says that Airbnb is increasing its host fees as way to pay for Google advertising (a topic we covered a little bit in this week’s Hospitality Marketing Link Digest). That’s a mixed blessing for hoteliers, as it will drive up the rates Airbnb hosts charge — and will help protect hotel rates in those same markets.

    Additionally, OTA’s, which by definition should possess lower quality scores than the hotels whose brand terms they sometimes bid on, have to pay higher costs than hotel marketers on a per-click basis. Or, at least they do when you focus on creating high quality content for your hotel’s website to show Google you’re a better answer to a guest’s questions.

    Also lost in all of this is the fact that Priceline currently is hiring SEO product managers—and probably would love to see hotels reduce their SEO efforts. I don’t know about you, but I’d take Hennessey’s comments with a grain—if not a whole chunk—of salt.

    Is search growing? It’s complicated. Desktop search isn’t really growing, while mobile search is. But, as Hennessy accurately points out, fewer opportunities exist for your hotel to appear in mobile search due to the size of the screen and Google’s increased use of paid placements in the search results. Add to that the fact that guests often substitute apps in place of “traditional” search, and you can see why this is a mess. Even if its growth has slowed, search remains an important part of traffic and reservations for your hotel’s website. And, I can’t imagine abandoning search engine optimization or paid search marketing as a positive at this point.

    Instead, the real takeaways for your hotel marketing include:

    • SEO and content marketing remain a cost of doing business—and likely will be so for some time to come
    • Quality content continues to improve your natural search rankings and drive down your paid media costs by improving your paid search quality scores
    • Link-building activity—a key component of SEO activities—can help drive referred traffic in addition to its assumed “SEO benefit”
    • In other words, effectively executing your SEO and content marketing strategies drives business

    In fact, the more nuanced—and in my mind accurate—quote in the Skift report comes from Evan Reece, Co-Founder and CEO of Liftopia, right at the very end of the article:

    “So perhaps the way we think about SEO now, it is dying a bit. But delivering value to users has been a huge driver of success even within that old world, and brands that focus on that value creation will likely benefit from Google’s new world of delivering that value.”

    As long as you continue to focus on creating high-quality content, that’s snackable, sharable, and sharp (something I talked about in my 2016 Trends report a few weeks back), and expand your use social for promotion, you should still expect to receive benefit from search for some time to come.

    If you’re looking to learn even more about how changing guest behavior shapes hospitality marketing, e-commerce, and distribution, be sure an register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

    You might also want to take a moment to review the slides from my recent webinar, “Digital Marketing Directions 2016: The Key Trends Driving Your Hotel Marketing Next Year” here:

    Finally, you will definitely want to check out some of our past coverage of the mobile, local, social web and how to make it work for your business, including:

    Tim Peter

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    April 17, 2015

    10 Must-Read E-Commerce, Search, and Mobile Posts: E-commerce Link Digest

    April 17, 2015 | By | No Comments

    10 Must-Read E-Commerce, Search, and Mobile PostsWhat a huge week we’ve had around here, Big Thinkers. Hope you’re knocking it out of the park and having a fabulous early April, too. Without any further ado, take a peek at these 10 must-read e-commerce, search and mobile posts from the past week. Enjoy:

    1. Marketing Charts has a retail e-commerce roundup showing market shares, attractiveness, and more. Cool.
    2. In other e-commerce news, Mobile Commerce Daily says that mobile ticketing transaction volume to double by 2019.
    3. AdExchanger offers up a marketer’s guide to cross-device identity. Good stuff.
    4. Also on the mobile front, Media Posts has data showing 40% of email clicks happen on mobile. While not hugely surprising, those are big numbers and represent one of the reasons why mobile email matters.
    5. BBC News reports on the EU accuses Google Shopping of search ‘abuse’ and I ask “Is This the Death of Google?” while Mashable quotes venture capitalist Paul Kedrosky as saying Google is, um… well, screwed. Hyperbolic headlines aside, this is likely going to represent a really big deal for the search giant — and its competitors — over the coming months.
    6. TechCrunch says LinkedIn raises its game in social media with Elevate, an app to suggest and share stories. Given the importance of content marketing for most businesses today, this is a development worth watching.
    7. TechCrunch also has a great piece on the power of earned media in social images. Very clever idea.
    8. Our old friends at GetElastic provide an infographic guide to cross-selling. I’ve written a white-paper about cross-selling and upselling that you can download from this collection.
    9. You won’t want to miss this post that says “Wow! Digital Influenced $1.2 Trillion In-Store Last Year.” Just a clear sign that digital works.
    10. And, finally, check out this podcast episode that explains
      why millennials matter
      as well as these
      9 amazing Millennial, mobile and digital marketing columns: the top posts from March
      when you get a chance.

    And there you go, folks; 10 must-read e-commerce, search and mobile posts from the past week. Looking for more? Then don’t miss past entries from our E-commerce Link Digest series, including these
    5-plus can’t miss mobile commerce and marketing posts from the past week
    , these 9 superb social and mobile e-commerce missives, these 6 quick e-commerce and digital marketing winners, and the rest of our E-commerce Link Digest series here.

    Do you want learn even more about how your customers’ changing behavior shapes e-commerce and marketing? Be sure an register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

    You can also check out these slides I had the pleasure of speaking to a great audience yesterday about how to lead digital transformation within large organizations (a topic we’ve been talking about a fair bit lately). Here are the slides for your reference:

    x

    And, finally, you might want to take a look at some of our past coverage of the e-commerce, mobile commerce, and digital marketing overall, including:

    Tim Peter

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    April 16, 2015

    Is This The Death of Google? Thinks Out Loud Episode 119

    April 16, 2015 | By | No Comments

    Shifts in mobile and antitrust combined may lead to the death of Google

    Is This the Death of Google? – Headlines and Show Notes

    You might also want to check out these slides I had the pleasure of presenting recently about how to lead mobile-focused digital transformation within large organizations (a topic we’ve been talking about a fair bit lately). Here are the slides for your reference:

    Contact information for the podcast: podcast@timpeter.com

    Technical details: Recorded using an Audio-Technica AT2035 studio condenser microphone through a Mackie Onyx Blackjack USB recording interface into Logic Express 9 for the Mac.

    Running time: 15m 26s

    You can subscribe to Thinks Out Loud in iTunes [iTunes link], subscribe via our dedicated podcast RSS feed (or better yet, given that Google has now killed Reader, sign up for our free newsletter). You can also download/listen to the podcast here on Thinks using the player below:

    Tim Peter

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    December 18, 2014

    Search Engine Marketing, Inc. (3rd Edition) by Bill Hunt and Mike Moran: Book Review of the Week-ish

    December 18, 2014 | By | 3 Comments

    Looking to drive results for your business? Click here to learn more.


    You know why Google names all its search engine updates — Panda, Penguin, Hummingbird, etc. — after animals? Because keeping up with search engine marketing is a frickin’ zoo. Just when you think you’ve figured out how it all works, Google goes and changes the rules. Again.

    Happily, Bill Hunt and Mike Moran’s newly updated “Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Website (3rd Edition)” can really help you stay on top of not just the latest changes, but also the underlying logic behind what really makes pages perform well in search. This updated classic provides the right mix of search engine marketing fundamentals, strategic insights, and practical knowledge to help you think about how to make search work for your business no matter what changes Google makes.

    If you’re just starting out with search engine marketing, you’ll appreciate the easy, conversational style and clear explanations Hunt and Moran offer, laying out a straightforward, yet scalable framework you can apply to your marketing activities. At the same time, those of you who’ve been around the block a time or two will find new insights into how to increase the value of your search marketing efforts for your business.

    I’ve known Mike Moran for a number of years and consider him both a friend and mentor. The same traits that make him a great guy to know — intelligent, funny, and genuinely interested in helping people grow — shine through in this latest edition of “Search Engine Marketing, Inc.”

    You can expect Google to continue to change its algorithms and enhance the features of its signature search engine all throughout 2015. But with knowledge as valuable as what’s offered in “Search Engine Marketing, Inc.” in your hands and in your head, you’ll be able to handle Google’s zoo next year and beyond. Grab a copy today.

    Interested in learning more about search engine marketing, e-commerce, and digital marketing overall? Check out some of our past posts on those topics, including:

    Plus, don’t miss these slides and video from my recent webinar, “Digital Marketing Directions: Three Key Trends Driving Your Marketing Next Year”:

    Finally, if you want to learn even more about how customers changing behavior shapes e-commerce and marketing, be sure an register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

    Tim Peter

    By

    November 26, 2014

    What Google Fears – Thinks Out Loud Episode 100

    November 26, 2014 | By | No Comments

    Iphone search app homescreen

    What Google Fears – Headlines and Show Notes

    You might also enjoy the slides from my recent webinar, Digital Marketing Directions: Key Trends Driving Your Marketing Next Year,:

    Contact information for the podcast: podcast@timpeter.com

    Technical details: Recorded using an Audio-Technica AT2035 studio condenser microphone through a Mackie Onyx Blackjack USB recording interface into Logic Express 9 for the Mac.

    Running time: 12m 59s

    You can subscribe to Thinks Out Loud in iTunes [iTunes link], subscribe via our dedicated podcast RSS feed (or better yet, given that Google has now killed Reader, sign up for our free newsletter). You can also download/listen to the podcast here on Thinks using the player below:

    Tim Peter

    By

    October 17, 2014

    6 Great Weekend Reads: E-commerce Link Digest

    October 17, 2014 | By | No Comments

    Millennial use mobile coupleLooks like this is going to be a great weekend here in the Northeast. Hope you get a chance to enjoy the fall weather. But, when you’ve got some downtime, you might want to take a few minutes and check out these 6 great weekend reads. Now, let’s get on with the list:

    1. Marketing Charts shows that mobile neared 40% of organic search traffic in Q3. Um… wow. It’s no secret that mobile’s getting really huge, but that’s a really big number.
    2. eMarketer shares new research showing position is huge for smartphone search ad click-through rates (CTRs), which leads Search Engine Land to ask whether bigger iPhones are better for paid search. The answer, for right now, is no. But the trend bears watching in detail
    3. FutureCommerce gets it right by saying every customer is a mobile customer. Given research that shows 66% of tablet shoppers leverage mobile during path to purchase, I don’t expect this to change anytime soon. All that said, I don’t expect e-commerce will kill retail, as long as retailers, marketers, and merchants recognize the trends and work to support their customers effectively in all channels.
    4. I made a similar point in this week’s Thinks Out Loud episode, which looked at what happens when “It’s All E-commerce” goes wrong.
    5. GetElastic has a cool “Pinfographic” (cute, eh?), showing the link between Pinterest and e-commerce and also offers great insights on the benefit of using Pinterest’s rich pins. As Saks’ director of social media, Qianna Smith, told Luxury Daily Pinterest boards should be extension of merchandising. Good reading.
    6. Another great Luxury Daily article shows streamlining Web sites leads to increased e-commerce. That shouldn’t shock anyone. But it’s worth keeping an eye on.

    Have a great weekend, Big Thinkers. And don’t forget to catch up on these “In Case You Missed It: 10 Posts from the Archives,” last week’s Link Digest post, “8 Potentially Game-Changing Trends,” the “8 Crucial Marketing and E-commerce Posts: The Top Posts from September,” and the rest of the E-commerce Link Digest series.

    Plus, don’t miss these slides and video from my recent webinar, “Digital Marketing Directions: Three Key Trends Driving Your Marketing Next Year”:

    And, if you’re interested in learning even more about how customers changing behavior shapes e-commerce and marketing, register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

    Finally, you might also want to check out some of our past coverage of the mobile, local, social web and how to make it work for your business, including:

    Tim Peter

    By

    August 21, 2014

    The Big Problem with Paid Search on Mobile

    August 21, 2014 | By | No Comments

    Paid search on mobileI hear from lots of people that they’re not seeing the benefits they’re accustomed to when using paid search on mobile. So much so, that it’s caused a number of businesses to ask, “Does mobile search work?” The answer, as you might imagine, is complicated. But you can essentially assume that, yes, mobile search does work for many (if not all) businesses.

    Why’s it so complicated then? If it’s really working, shouldn’t you be able to see the answer clearly? Well… yes and no. As I point out in my latest post for Mike Moran’s Biznology blog:

    “…analytics for tracking mobile search aren’t as robust as desktop search. Put more simply, mobile search doesn’t suffer from a performance problem; it suffers from an attribution problem.”

    I’d mentioned in yesterday’s podcast that marketing doesn’t have to be hard, noting in particular the need to focus your energies around what works best. But, it’s important to note that without the right measures in place, you might not easily know what’s working. And, today, most of the measures around mobile conversion — for instance, tracking phone orders, measuring mobile-driven in-store traffic, etc. — either undercount the effectiveness of mobile, or don’t work at all.

    This isn’t a problem that’s going away immediately, but we’re beginning to see some progress. Soon, with iBeacon, NFC, location-tracking, or other services, expect to see Google and Apple provide information on when customers carry their phones into your restaurants, retail outlets, real estate offices, auto dealerships, hotels, and more for more detailed, end-to-end tracking of customer behavior. And, expect similar details on phone tracking.

    Even better, you don’t have to wait for these more futuristic tools. Start looking at more advanced attribution models to track your marketing’s effectiveness. Again, as I noted over on Biznology:

    “…start moving away from last-click attribution and begin exploring more robust attribution models within your favorite analytics tool. I’m particularly partial to time-decay attribution as a starting point, which gives more credit to each action closer to the final conversion.”

    Because of the rise of millennials in the marketplace, and mobile use across all demographic segments, your business will increasingly depend on the effectiveness of your mobile paid search marketing, to say nothing of social and local services, too. Recognize for now that mobile search works. It’s likely just not getting enough credit for what it delivers. Work on developing the skills and finding the partners who can help you measure its effectiveness. Mobile search is here to stay. Now it’s time to make sure it gets credit.

    You can learn more about how customers’ changing behavior shapes e-commerce and marketing by registering to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

    You may also want to attend a webinar called Digital Marketing Directions: Key Trends Driving Your Marketing Next Year on Tuesday, September 16. You can read all the details here.

    Finally, whether you work with Millennials, Boomers, Gen X, or the Silent Generation, you might also enjoy some of our past coverage of the mobile, local, social web and how to make it work for your business, including:

    Tim Peter

    By

    July 30, 2014

    The State of Search Marketing – Thinks Out Loud Episode 83

    July 30, 2014 | By | No Comments

    What's the state of search

    The State of Search Marketing Headlines and Show Notes

    You might also enjoy this look at what your customers expect from e-commerce in 2014 and my slides from the “Digital Marketing Directions – Exploit the Trends that Shape Travel Marketing” talk I gave recently:

    Contact information for the podcast: podcast@timpeter.com

    Technical details: Recorded using an Audio-Technica AT2035 studio condenser microphone through a Mackie Onyx Blackjack USB recording interface into Logic Express 9 for the Mac.

    Running time: 14m 19s

    You can subscribe to Thinks Out Loud in iTunes [iTunes link], subscribe via our dedicated podcast RSS feed (or better yet, given that Google has now killed Reader, sign up for our free newsletter). You can also download/listen to the podcast here on Thinks using the player below: