What if you got a VIP pass through Search Experience Optimization so that your Hotel always be the first customers would check out when planning a visit to your city? Learn new insight with Search Experience Optimization that enables Hotels to scale Social campaigns with new effective Frameworks.

A journey from Search Engine Optimization to Search Experience Optimization

Whenever a person tries to find information using a search box on a Hotels web page, the end-user has a search experience. The person may be researching a topic, trying to locate a specific document, or just trying to find an answer to a question. And a person’s search experience has three basic steps:

  1. Formulating and entering a search query on a Web page
  2. Getting search results back from the search engine
  3. Interacting with the search results

Search Engine Optimization (SEO) is often about making small modifications to parts of your Hotels website. When viewed individually, these changes might seem like incremental improvements, but when combined with other optimizations, they could have a noticeable impact on your Hotels website user experience and performance in organic search results.

Search Engine Optimization is about helping search engines understand and presenting relevant content.

The Search Experience Optimization is about optimizing the user’s overall search experience. In practice, this is about aligning the Hotel content marketing strategies with user intent.

Through research and interviews with Hotels, I learned that the biggest challenge they face with Social Media marketing is content. And the primary outcome they want to achieve is improved online visibility.

Content and online visibility are critical elements of Search Experience Optimization. Therefore, we must address these challenges upfront.

As a result of this, I did a research that looked more into why the content was such a big challenge for many Hotels.

And I discovered the underlying causes were related to numbers and engagement.

It is critically important to understand that Social Media simply don’t represent a quick fix solution.

Social Media requires skills, talent, experience and expertise. Building communities, followers and fans require serious attention and engagement.

With traditional Search Engine Optimization in general, the earlier or higher ranked on the search results page, and more frequently a Hotels website appears in the search results list, the more visitors it will receive from the search engine’s users; these visitors can then be converted into customers.

Today with Search Experience Optimizations Hotels need to start to focus on user intent.

Personalize the Search Experience

Today we know Google’s advanced algorithm is designed to deliver relevant search results that ensure a positive search experience for the users.

The results cater to our lifestyle and previous search patterns.

Google has taken into account that everyone is different and impacted by unique trigger points that define the user experience.

One of the key factors to Search Experience Success is to take the best from Search Engine Optimization and mix it with new user pattern and behaviors.

Still, when it comes to online visibility 97% of the traffic hits the first page of search results.

The challenge for Hotel marketers is that new marketing segments must speak to individual users and provide a customer experience tailored to the immediate circumstance and intent.

When surveying and talking to Hotels I learned that content is their number one challenge in today’s disruptive markets. And the top outcome they are striving for is improved online visibility.

Research shows us that for a Hotel to become truly personalized the content must be put in context with real-time customer intent. If the context meets or exceeds the expectations of the customer intent this will have a positive impact on the customer experience.

Social Communities will embrace and help amplify positive customer experiences which again impact your Hotels online visibility.

Context the most important Search Experience variable

Just like many Hotels for years I also focused on optimizing my information on ‘single’ or ‘pair’ of relevant keywords. A search would index a database which resulted in a set of links that either was relevant or not to what the user was looking for.

Over the years we have experienced a dramatic paradigm shift with a search. Today’s modern and innovative search algorithms recognize user patterns and provide relevant answers and personalized experiences.

In simple terms, today Search Experience is built up around a dialog with users in an attempt to better understand the user’s intent.

This will require Hotels to adopt a more holistic approach where each user interaction builds up an informed understanding of their real intent.

Context is the key ingrediency behind my Social Media Marketing Framework. And the key is to implementing Customer Experience, Search Experience and Content into a relevant context.

With an effective Framework, new technology, and tools we now can implement the Search Experience in ways that meet new demands and are prepared for future trends.

Within the Framework there three primary states that also impact the search experience.

Cognitive State

The cognitive search experience represents a new generation of search that takes advantages of artificial technology.

Results are more relevant and embedded in application issuing search queries.

Artificial intelligence combined with natural language processing will help predict the intent and improve the relevancy of search.

Affective State

The effective search is connected to a rising trend – Voice Search.

Search giants are working hard to make interactions as natural as possible. Alexa for Hospitality has initiated a process that is just a glimpse of where this process is heading.

Speech recognition programs now can identify six basic emotions such as anger, disgust, fear, happiness, sadness, and surprise.

Behavior State

The behavior state represents actions as results of human rationale.

This is the sum of the micro-moments of intent that leads to a rational decision.

Humans today are searching for advice and your Hotels job is to match all of their micro-moments of intent.

And it is really important to understand that the search experience is not a one-size fit all.

With mobile devices, customers are today seeking detailed reviews and information to get a better understand of important micro-moments.

By making your Hotel visible and understanding when and where humans are searching for guidance, you can ensure you’re there with the right advice whenever they need you.

A shift towards Customer Experience is for Hotels one of the best things that could happen now as new disruptive markets keep developing.

Is your Hotel ready??

Are you ready for a new journey and learn how you can put your Hotels Conversation Experience Marketing on Autopilot?

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And it will help identify micro-moments and recognize pain points and values utilizing Hotel Experience Ambassadors that knows where to look for them.

I have loved with all of my heart and soul serving customers, guests, and Hoteliers. As a Hotel Experience Ambassador, I gained a new passion for being a representative and messenger delivering new profound and delightful experiences.

If your Hotel wants to implement new effective success factors then now is the time to be part of a new initiative.

When your Hotel serves your community they will reward you back with serving you.

From a Hotel and Social Media Consultant’s standpoint, the Social Media Community can offer Hotels a one-stop-shop for managing their Social Media marketing such as the community infrastructure, database, listening functionality, profile management, collaboration, content marketing and management, and of course, the analytics.

A Social Media Community will help your Hotel to grow smarter and faster when you focus on the value proposition and collaborate in effective ways.

If your Hotel need help to put it all together then make sure to let us know.

With the right team behind your Social Media efforts, it can become cost-effective and generate a new revenue stream for your Hotel.

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Our Social Media Management team has refined these processes to help Hotels. Contact us today to learn more.

Join our Free Hotel Social Media Community on Facebook for more in-depth insight.

Try something new it will magnetize your Hotel!

Be flexible and identify new ways to make guests happy.

As guest behavior and pattern continues to evolve, expectations will continue to rise. Navigating these changes can be challenging. Learn more about how we can help your Hotel.

About the author

Are Morch is the founder and owner of Are Morch – Hotel Marketing Coach. Get more from Are on Facebook | Twitter | LinkedIn | Pinterest | Instagram| Podcast