Google Hops Down from the Carousel and Shows Off Its Three Pack

Google is dropping the somewhat controversial carousel display of local search results, which was used for hotels, restaurants and entertainment venues, in favor of a “three pack” of top ranked organic listings.

The Carousel hasn’t been very popular with SEO experts who had difficulty figuring out how the Carousel could change the way users searched for businesses. It was also unpopular with the businesses themselves, as the business owners couldn’t control which image would be used for the display. The Carousel never even launched in Europe.

The new three pack looks like this, appearing BELOW the AdWords results (the Carousel appeared above AdWords):

 

Google Three Pack Example

Example of Google’s New Search Results with the 3-Pack Listing replacing the Carousel.

The three featured destinations are ranked by Google, using algorithms. Hotels will have their pricing and review results listed in the three pack listing, along with a calendar feature allowing the searcher to check on availability. Night club and restaurant results are similar, with reviews and price points. The ”More” link takes the user to a page of local results, along with an interactive Google map.

The  great improvement the three pack delivers for hotels is that by clicking on one of the featured listings, the user will be taken to a business profile page, something very similar to the Google Knowledge Graph panel. The business panel appears at the top of the new page, along with alternative photos, reviews and a Google map. If the hotel offers online booking, the user is able to start the booking process directly from that page.

For now, the three pack results will only appear in PC queries, not mobile.

This new display result gives users an easy way to navigate the top listings in the category they are searching for, while still feeling integrated into Google search; the features can make the booking process nearly seamless.

This improvement should be much more popular than the Carousel, especially for those whose organic results place them in the top three!

When it Comes to Negative Reviews – Have a Plan

I’m going to go out on and limb and guess that most businesses have heard over and over again that you NEED to have a strategy when it comes to responding to reviews.  Most of the time, your reviews are great.  You hand pick some goodies to show case on your website and hope that those out there on Yelp, TripAdvisor and the like aren’t so bad.  And hey, don’t the positive typically stand out over the negative?

The way we function online has completely changed how consumers operate.  More and more, customers will visit those online review sites to see what your past guests have to say.  This is a great way to gain additional business or lose the reservation to your competition.  Online travel reviews give customers a place to lodge their complaint or praise and be heard in a big way.

Monitoring what is out there about your business is a very important part of garnering feedback and making improvements to keep yourself competitive in the game.  Negative reviews are something that you should not let slide and how you address them is important to your future success. By promptly replying, you can minimize the damage and hopefully sway future guests into booking their reservation with your business.

Here are a few good tips when it comes to monitoring and responding to those negative reviews:

  1. Write your own response and definitely don’t have someone outside the business reply.  Include your name, your business telephone number and TRY your best to use actual grammar and good spelling.
  2. Address the legitimate concerns of the reviewer.  Don’t make a deal out of something that you can’t truly fix like they didn’t appreciate the décor of the rental they stayed in.  You can pass that information along to an owner and if they are so inclined, they can make changes to their rental.
  3. Definitely explain what changes you have made or intend to change.  Or, make an offer to the guest that they can’t refuse.  You can make that an online response or private response.  Either way, letting the particular guest know those adjustments you are willing to make will get passed along or read by others.
  4. Remember to be patient, and let your feelings settle before you make any response publicly or privately.  Keep it professional!

Developing a strategy makes it easier whenever you have a negative comment or review to respond to.  By continuing to address your guest concerns and comments, you are acknowledging the human side of your business and encouraging more customers to book and past guests to return.

Reviews come in all shapes and sizes.  Read this story about a bizarre and sexist review on Yelp and how the business owner made the best of the situation.  Just make sure that you have a strategy and respond to reviews, both negative and positive.

Showcase Your Vacation Rental or Real Estate Listing with a Floor Plan

Adding a floor plan of your vacation rental to show potential guests generates a measurable improvement in your number of bookings.
TruPlace, formerly Mouse on House, commissioned an independent study of over 1,400 vacation rentals that demonstrates a 97% increase in revenue from bookings for properties using their interactive floor plan tours. The amount of time it took to book the property also was measurably shorter. Likewise, at Blizzard, we find that properties with interactive floor plan tours on their property pages generate more revenue.
floor plans increase reservations

The reservation revenue per property for properties with interactive floor plan tours was 97% higher than for those properties without floor plan tours.

virtual tours and floor plans

The booking lead time for properties with interactive floor plan tours is 12 days shorter than for properties without tours.

What the study could not measure was the cost savings in phone calls. The number of phone calls that it took to book the property was presumably smaller, because anyone with questions about the layout of the property was able to find out the answer to their question online. Let’s look at why this is the case. Your goal is to get reservations. Once someone finds your website, how can you turn a looker into a booker? The websites that anticipate the traveler’s questions, and answer them, get more reservations.
Travelers’ questions:

  • Where is it located, exactly?
  • What’s the place like?
  • How much is it?

When it comes to what is the place like, getting a bird’s eye view of the floor plan answers that question in  a split second. In a glance, your potential guests can answer such questions as:

  • How noisy does it look like it will be?
  • Where can I watch TV in the middle of the night without waking up my family?
  • Where will I be relative to the kids? The other people we are staying with?
  • Does my room have a view?
  • Where is the balcony/deck relative to my bedroom? Relative to the kitchen?
  • What is the kitchen like?
  • Are there stairs?
  • How many bathrooms are there and where are they?

Real-Estate-Floor-Plan-Vacation-Rental

What’s the difference between an interactive floor plan tour and a 360 virtual tour?

An interactive floor plan is a floor plan that is clickable. It combines still photography with a floor plan of the entire property so that the visitor can have a high level view and navigate through the home. A 360 virtual tour combines videos or still images in order to provide a simulation of walking through a location.

Interactive floor plan tours can be made just from architectural floor plan renderings; the property does not need to be built yet. Also they are mobile friendly and load more quickly than 360 virtual tours.

360 virtual tours, on the other hand, can provide  a full 360 degree view of the rooms, and if when done correctly, are more entertaining content to put on your website.

Unlike videos and 360 virtual tours, a floor plan gives the traveler a great deal of information in a single glance. That is not to say, however, that videos and 360 virtual tours do not do well. Everyone likes to be entertained. However, if you have videos or 360 virtual tours, make sure that they are actually entertaining; or your potential guest will quickly grow weary of watching them!

Having entertaining content on your website, such as videos and 360 virtual tours, can increase your website traffic and the amount of time that people spend on your site. These are good indicators for Google and can increase your website’s position in search results. Having floor plans and interactive floor plans on your website can help potential guests decide whether to book a specific property. For that reason, interactive floor plan tours can generate more revenue than 360-virtual tours, because the potential guest can click on the floor plan and quickly answer many of the questions that they have.

Do you have a property owner who wants more bookings? Ask them if they are willing to pay for an interactive floor plan tour.

Why the Miley Thing Mattered

Miley during the VMA's

Miley Cyrus

I think Miley Cyrus taught us all a valuable lesson on Monday. Your eyes aren’t fooling you. You read that right.

Miley Cyrus lit up the social world with her antics on MTV’s Video Music Awards. When CNN.com led their news with the Miley story on Tuesday (a day when a new war is on the brink, fires are out of control and more) some questioned CNN’s judgment of newsworthiness. Meredith Artley, Managing Editor of CNN.com, explained the decision in simplistic fashion and her reasoning aligns perfectly with what we tell our clients about their posts, contents, and traffic drivers.

Simply put, Artley explained that we as media consumers don’t click on stories about fires and wars. We do click on stories about our celebrities though – especially when there is a picture of Hannah Montana in lingerie. In order to get the click on the web, you have to get the reader’s attention. It doesn’t have to be risqué like the Miley thing, but it should be valuable. For instance, if you want to get people to spend more time on your website, you need to provide content for them to navigate through.

In the news world, the main goal is just to get people – and it doesn’t matter who – to spend time on a website and get you to view a bunch of pages so they can sell advertising. To advertisers, each set of eyeballs is another cheeseburger, pair of shoes, car, etc. In general, any traffic is good traffic in the retail world. All this traffic is driven by:

Content, oh content! We’re not saying to post photos of scantily clad women all throughout your website. That’ll get you traffic, but it won’t be the kind you want. Those visitors aren’t interested in booking a room or a tour, they’re interested in skin. You need to have relevant content about things to do during a stay, tour information, neighborhood information, descriptions of the area, places to eat, where to rent a boat or skis, or a service you’re providing your guests that your competitors are not. Spend some time to make your content more interesting than your competitors. That content will get people to spend time on your website.

When people spend time on your site, people spend money on your site. That’s a proven fact and that’s why McDonald’s and Nike are what they are and why they don’t care if the content is about Miley (or Britney or Bieber or Boo Boo…). They care about getting eyes on their advertising – and you should too. Your job is much harder because you need to make sure those eyes are interested in your product, but the right content will get you the eyeballs.

See, now you can’t say Miley hasn’t taught you anything.

Announcing Our New VP Sales and Marketing!

ericwithgirls

Eric and his 3 daughters Celeste, Brooke and Audrey

Last month, here at Blizzard, we welcomed Eric Fullerton as Vice President of Sales and Marketing. Eric has a very unique and diverse background in online marketing and technology implementation and we are so excited to have him here!

Eric’s expertise has helped many leading companies develop innovative solutions online which have lead to increases in business and enhanced ROI. For the past 13 years, Eric has worked in online marketing and eCommerce/web architecture for Aspen/Snowmass Resort, Stay Aspen Snowmass, Sport Obermeyer, and Ski.com.  Among other things, he also helped to improve the online presence for over 150 websites in hospitality and other industries.

You may recognize his name from a conference or workshop you’ve attended in the past.  He’s presented at numerous industry gatherings, including Search Engine Strategies in New York and Mountain Travel Symposium, the annual event for the ski industry.  He also co-produced the Partners in Group Sales conference for several years.  His engaging and entertaining presentations have earned him high regards amongst those in both the hospitality and SEO industries.

“I am very excited to be a part of this expert team at Blizzard Internet Marketing,” says Eric, “In the short time I have been here, it is clear that this company’s customer-centric values, service, and professionalism provide a high caliber of comprehensive marketing solutions for hotel, resort, vacation rental, and real estate companies in the US. I am confident that with our modern technology solutions coupled with our excellent reputation and visionary leadership we can go very far.”

Eric holds Bachelors degrees from UC Santa Cruz in philosophy and psychology and a MBA with an emphasis in Marketing/eCommerce from the University of Phoenix. We look forward to Eric sharing his vast knowledge and techniques to continue to push our client’s Online Marketing efforts to the next level.  His expertise and passion for marketing and technology will give us some extra edge!

Be sure to catch Eric at our upcoming Blizzard University on July 16 & 17th here in Glenwood Springs.   He will also be speaking at the national VRMA conference in Nashville and RezFest in Las Vegas this fall.  And if you can’t make it to the Workshop, be sure to keep an eye out for some of his great knowledge on our blog.  If you don’t run into him camping, hunting, hiking or skiing in the mountains, you can follow him here: www.linkedin.com/in/ericfullerton or on twitter: @ericjfullerton

 

Where to Stick that Nav: Best Practices in Website Navigation

Confession: my colleague Julia and I are left-leaning web designers.

That’s not a political statement; it’s a best practice in design that acknowledges what scientific research has learned about how readers view your website.

fpattern

This hotspot map shows the F-shaped eye movement pattern. The color is generated by heat – where people looked longest, the color is hottest. The pink hot spots are concentrated in the top left-hand corner of the page. Image courtesy of usability.gov, a US government website devoted to internet usability research.

Eye tracking research has revealed that visitors scan your website in an F-shaped pattern like the one shown at right. That’s not surprising, considering that since the time of Gutenberg, publishers have laid out their text moving from top to bottom and left to right. (Nay, it was earlier! The monks who hand-transcribed English, Germanic and Romance language scripts during the Dark Ages were following this already-established cultural pattern.)

What is surprising is how fast readers’ eyes track through these patterns. The majority of people leave a web page after about 10-20 seconds. Given that people read about 250 words a minute, or four words a second, that means that you are going to be able to communicate only 40-80 words.

If you’re trying to make sales, they had better be good words, and they had better be in the right place. So what’s the right place? Eye-scan research by the Nielsen Norman Group found out that:

  • Web users spend 69% of their time viewing the left half of the page and 30% viewing the right half.
  • Only 1% of viewing time was spent on content to the right beyond the initially-visible 1,024 pixels on a standard monitor.

As designers for Blizzard Internet Marketing, we design with these findings mind. We use best practices such as those below to keep visitors on your website longer, communicate better, and ultimately, improve your website as a sales tool.

Best Practices for Locating Navigation

  • Locate your main navigation horizontally, near the top of the page.
  • Avoid horizontal scrolling. Keep the type big enough to read (at least 14 pixels high) and not more than 980 pixels wide.
  • If you need secondary navigation — or insist on having your main navigation in a vertical orientation — place it on the left side of the page.

Best Practices for Locating Content

  • Keep the main content near the left, indented from the main navigation.
  • Showcase your most important content between one-third and halfway across the page. This is where readers focus most.
  • Keep important content “above the fold” – high enough on the page so that people don’t have to scroll down to see it.
  • Have a clear center of attention. (If you try to make everything important, nothing will be.)
  • Place less important content to the right.
Telluride Rentals website by Blizzard Internet Marketing

Best practices of navigation and content are applied in Blizzard-designed websites such as the one shown above for Telluride Rentals. Although the website is “responsive” and resizes to fit huge monitors, as well as tablets and smart phones, the main navigation is about 980 pixels wide. The main navigation and secondary navigation form the F scan pattern, and the important quick search button is located on the viewer-preferred left side of the page.

 

Google AdWords Enhanced Campaigns

In the beginning of February, Google AdWords announced their change to Enhanced Campaigns for their customers.  This “upgrade” is so new that advertisers have been given until mid-late July to finish making the changes on their accounts before Google will handle it for you.  It’s too early to make any predictions or measure the changes, but let’s take a quick look at the updates so that you can understand the intent of this new feature.

What is the purpose of this change? 

Consumers access and search the internet through the use of multiple devices, and you want to grab your potential guests at the most ideal moment.  For most Advertisers, Enhanced Campaigns will allow you to send a targeted message to searchers based on goal intention, time of day and device used.

How does it work?

Within a campaign, you’ll have the ability to adjust your bid for mobile devices.  If you have a good percentage of consumers who use mobile phones, you’ll be able to target them within the same campaign that you have set up for computers and tablet devices.  Enhanced Campaigns give you the ability to increase your bids based on a searchers location or opt out of serving your ads to specific locations.

Smarter Ads

Within your campaigns, you’ll have the ability to show the right advertisement based on certain factors.  Maybe you want to advertise specific deals to the user who is in your neighborhood or show your local phone number (as opposed to your 800#) with your advertisement.  Enhanced Campaigns allow you to showcase relevant information to your customers based on their location, search intent and search device.

It may sound like a lot to take in, but it’s meant to simplify campaign set ups by minimizing the number of campaigns you’ll want to use.  The ability to deliver ads based on device and use your campaign extensions by ad group will provide useful data to improve your message and help you better reach your end goals.