Image Image Image Image Image Image Image Image Image

Tim Peter Thinks

Tim Peter

By

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

By

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

    By

    October 31, 2015

    Google, Mobile, E-commerce. What More Could You Want? – E-commerce Link Digest

    October 31, 2015 | By | No Comments

    What more could you want than a look at Google, mobile, e-commerce, and moreReady for the weekend? Even more important, are you ready for this week’s link digest? Well, let’s see. This time we’ve got posts about Google, mobile, e-commerce, social, streaming video, bitcoin, net neutrality, plus a couple inspirational posts that help explain how to succeed in digital—and in business overall. I mean, really, what more could you want? Enjoy:

    1. Well, Google’s been busy lately. First, Search Engine Land says that Google warns webmasters again not to use sneaky, mobile-based redirects, proving once again that mobile is where Google’s putting tons of its energies these days.
    2. While keeping with the Google and mobile theme, a recent episode of our Thinks Out Loud podcast asks, “Google, Apple or Facebook: Who’ll Win the Mobile Web?” Spoiler: it’s too soon to tell. But check out the whole episode to understand why. And on the same topic, Quartz explores why Google can’t stop talking about mobile until it comes to real numbers.
    3. Another Search Engine Land piece offers a great FAQ all about the new Google RankBrain algorithm, which uses machine learning and artificial intelligence to improve its search results, and Search Engine Land also reports that the search giant now provides RLSA to AdWords Shopping Ads with its shopping remarketing lists. . Cool feature, and very welcome for e-commerce marketers.
    4. Quartz highlights a couple of breaking bit coin stories this week, including the EU admitting bitcoin is a currency and that AmEx just made its first bitcoin investment. I’m planning to delve deeper into what makes bitcoin important for the e-commerce and digital strategy space in the next few weeks. These Quartz articles will give you a head start on the topic.
    5. Business Insider shines a light on the latest from the NFL featuring its experiment with streaming. The A/V Club pours cold water on the league’s announcement that 15.2 million unique users viewed the stream in an article thoroughly submerged in snark, but still notes:
      “…three seconds of involuntary football fandom might not sound like much, but look at the product being offered. This was a game between two dreadful squads hailing from second-tier cities. It was played early on a weekend morning, and people in Buffalo and Jacksonville could see it on TV, giving them little reason to watch it online. Yahoo’s web stream was engineered to lack appeal… When Yahoo’s engineers were able to dupe 15.2 trillion people into spending more than zero time on Buffalo-Jacksonville, they succeeded in moving the needle. League officials can be happy…”

      It seems there may be something to this streaming thing in the future after all.

    6. Changing gears, eMarketer rounding up research from top marketers and found increasing audience engagement remains a key objective in social media marketing. Some wag once even went so far as to say that tactic represents the single most effective way to improve your brand’s digital marketing.
    7. A great piece over on KissMetrics says, “It’s Time to Kill These 8 Deadly Online Marketing Myths.” Yep. I agree.
    8. A recent article from the Harvard Business Review that states “Companies Value Curiosity but Stifle It Anyway​” provided the inspiration for my post, “Learning How to Fail.” Failure in e-commerce and marketing happens. Learning how to do it right ensures they’ll let you stick around to do it again.
    9. PSFK details five key retail trends every brand should invest in. Brilliant list, and well worth your time this week.
    10. And, finally, Ars Technica updates us all after the EU voted in favor of Internet fast lanes and slow lanes, striking a huge blow for net neutrality. This is a monumentally stupid idea. As I’ve said before, net neutrality matters for businesses large and small. This isn’t a partisan issue. It isn’t “socialism.” An open Internet benefits consumers and businesses, large and small alike. Stay tuned for more on this topic over time.

    Hope you have a fantastic weekend, Big Thinkers. And here’s hoping you have an amazing week ahead too!

    If you’re interested in learning more about making the social, mobile web work for your customers, be sure to check out these “8 Excellent Autumn E-commerce and Digital Marketing Posts,” these “6 Must-See Mobile Commerce Messages for You,” this set of “9 Digital Marketing Must-Reads for You This Weekend” and other entries from our E-commerce Link Digest series, plus these “7 Special E-Commerce and Digital Marketing Trending Topics: The Top Posts of September, 2015.”

    And if you want learn even more about how your customers’ changing behavior shapes e-commerce and marketing, be sure and 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 and video from my recent webinar, “Digital Marketing Directions: Three Key Trends Driving Your Marketing Next Year”:

    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

    By

    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

    By

    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

    By

    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

    By

    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

    November 16, 2014

    Search, Mobile, and Responsive Design: MediaShower Interviews Tim Peter

    November 16, 2014 | By | No Comments

    Tim Peter Digital Marketing DirectionsMediaShower recently interviewed our own Tim Peter about the growth of the mobile web, responsive design, and its overall impact on customer behavior. Here’s an excerpt:

    Which do you prefer, a totally different mobile site or a responsive design?

    Typically a responsive site will provide the most bang for the buck for most businesses. Yes, there are exceptions, but responsive sites generally rank better for SEO, as they tend to have more content and are updated more frequently, which Google tends to like. They’re also usually easier to update since they’re not managed separately. They also generally cost less in the longer term.

    For instance, every time you update content on your main site, you’d typically need to update that separately on a standalone mobile site, increasing time-to-market and cost. On a responsive site, the content usually appears automatically once created. Finally, responsive sites can usually work, or be made to work, across multiple devices more easily.

    You really need to think about how many content updates you tend to make in a given period, whether there’s a specific goal for mobile users that’s different from desktop users and when you plan your next overall redesign. In some cases, a standalone site might be a better option. But failing that, look towards a responsive site to give you the best return on your spend.

    I don’t know about you, maybe it’s my age, but I don’t like responsive sites; I’d rather look at the desktop version or a minimized version. What are you advising your clients to do with mobile?

    I’d argue that’s more a function of a poorly designed responsive site than of your age. A well-designed responsive site responds not simply to the device but more fully to the needs of the customer in a given context.

    For example, a well-designed responsive site puts key information like your business’s address, phone number or directions clearly visible at the top of the page where customers holding a phone in their hands might actually want to see them. The simple fact is that mobile is becoming the primary use case for customers, not a secondary one.

    Think clearly about when and where your customers will access your site and what they’ll want to know or do. A customer sitting on her couch at home holding a mobile phone has very different needs from one running through an airport or sitting in a parking lot, waiting to pick up her daughter from soccer practice. A truly well-designed responsive site will make it easy for each of those customers to accomplish her goals.”

    You can read the whole interview here.

    If you’d like to learn more about these topics, check out this list of “8 Crucial Marketing and E-commerce Posts: The Top Posts from September” and “9 Must-Read Marketing and E-commerce Gems: The Top Posts from October.”

    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.

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

    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

    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: