© Copyright 2012 STI INNSBRUCK Net Communication Management (Ncm.at) OC meeting, Serge Tymaniuk

About 2 Online marketing agency focusing on tourism industry only Established in 1996 by Michael Mrazek Reside in Salzburg 32 employees Turnover (est.): EUR 1,60 Mio Partners: Hogast (Austrian Purchasing Organization for the hospitality industry), ÖHV (Austrian Hotel Association), Contao Open Source CMS Development team, Vee24 (“Live Help” tab), MICROS- Fidelio (CRM)

Services 3 WEBSITE Analysis of the hotel current presence on the Internet Online guests analysis (CRM) Online Booking (Direct interface to Fidelio Suite 8) Creating website marketing texts Developing websites (Contao CMS) MARKETING SEO SEM Web 2.0 marketing CONTROL Rating Assistant (BewertungsAssistent®) Reporting (CheckEffect®) Reception Assistant (RezeptionsAssistent®) Gaps filler (Lückenfüller®)

Customers 4 Around 140 projects

Business Model 5 Price Model for CheckEffect® Price Model for Online Booking Tool

Online Marketing and SEO with Google+ Google Trends & News – Workshop held by NCM.AT on June, 5 th 2013 and June, 24 th 2013, Innsbruck. Program Overview: –Google Authorship and optimum visibility of your content in search engines –Google+ Basics & Trends - What's Next? –Google hotel finder and Google+ Local –Facebook & Google+ - What are the differences? –Google+ and the combination of social media and search engines 6

Online Marketing and SEO with Google+ Authorship (1) Linking the content one’s create to Google+ profile –Profile photo with headshot –Byline with name on each page with content –Byline matches name on Google+ –Verify address on the same domain OR implement rel=“author”/rel=“publisher” and add link back from your profile to the site 7 add the main domain URL or the author page on the blog Source: Google’s CEO Eric Schmidt: “…within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance...”

Online Marketing and SEO with Google+ Authorship (2) 8 Rich Snippets testing tool will provide the information that Google will extract from the page Source:

Google+ Local for Hotels Hotel Information appears in local results pack Priority of local results in Google search (firstly Google Hotel Finder draws information from Google+ Local, secondly from databases of Online Travel Agencies secondly) Higher rank if the Google+ presence is verified Viral Social Community Exposure Source: 9

Google: What’s next? GOOGLE CAROUSEL Interactive “carousel” of results on Google search for local dining, nightlife, hotels, and other attractions (instead of vertical text list). Richer information for each business listed such as an image (which are firstly pulled from Google+ profile, if no image found – from another booking site), number of reviews, review score, average costs, and type of food, etc. Source: 10 The algorithm based approach is used to decide which businesses are in the carousel.

Google Carousel: Impact 11 A Heat Map Click Study For Google’s Local Carousel Results (June 2013, Localu.org) 48% of the total clicks were on carousel results 14.5% of the total click were on the map

Conclusions URLs shared on Google+ are crawled and indexed very quickly Link equity of Google+ posts Information from Google+ (even user uploaded images) has likely priority over other information on the Web for Google services display purposes 12

References (1) General website: Amazing Correlation Between Google +1s and Higher Search Rankings: NCM Doppelworkshop - "Google+" und "Wie schreibe ich einen Blog„: wie-schreibe-ich-einen-blog wie-schreibe-ich-einen-blog Google Trends & News – Workshop 05. Juni 2013: juni-2013/ juni-2013/ Case-Study aus dem Tourimsus: Google+ Authorship: 13

References (2) Why you should be using rel=author: should-be-using-rel-authorhttp://econsultancy.com/at/blog/10032-why-you- should-be-using-rel-author Google’s Local Carousel: A New Form of Discovery Marketing: marketing/#fbid=3Ux-BeCiXBQ marketing/#fbid=3Ux-BeCiXBQ A Heat Map Click Study For Google’s Local Carousel Results heat-map-click-study-for-googles-local-carousel-results/ heat-map-click-study-for-googles-local-carousel-results/ 14