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Google Local Online Marketing is an ongoing process. "You can't set it and forget it," explained Web Analytics Specialist Jill Nortman. "You need to be involved because the local online industry is constantly changing. Recently, social media sites are being indexed. Having a presence there is very important." Jen Miller, manager of www.Delta.com says a big breakthrough for her was realizing that online content and local marketing are actually one in the same. So when hospitality industry professionals are developing their Google Local Online Marketing campaigns because it makes sense that the more branded material that's out there, the better off a business will be.
Secondly, the panel acknowledged that being #1 in Google Local Online Marketing isn't always possible, nor is it everything in Google ads. "Being in the cruise space today, the #1 term you would want to rank for is the term 'cruise,'" Willie Fernandez, Director of Marketing at World Travel Holidays said. "However, from month to month, being #1 not only was causing them to reach their budget quickly but the word wasn't converting well. They decided to scale back and found terms that should have been #1 but weren't. They saw that their budgets were not being stretched out as much and they were finding those other words convert better."
Jen Miller from Delta adds that Google Local Online Marketing is competitive for one word phrases, but using two or three word combinations that convert or prompt click-throughs is a better Google Local Marketing strategy. Willie Fernandez adds that phrases like "Christmas cruises from New York" or "Carnival Cruises from Miami" have proved to be very successful. This is where web analytics and local online research comes in, the experts agree.
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