Five Steps in Utilizing Google Earth for Your Website SEO

By Hillary Bressler Fractional Digital CMO, PinchHit Partners | May 13, 2012

Since Google Earth launched, millions of Internet users have traveled the globe in search of everything from Mount Kilimanjaro to their childhood homes, all from the comfort of their own computers. But, this popular satellite-based application is far more than a way to pass the time at work. When integrated into a website, Google Earth is a powerful tool that can boost Search Engine Optimization (SEO) and support the overall marketing strategy.

First, it's important to understand that SEO is the process of improving the natural or organic volume of quality traffic to your website from search engines. When a search is conducted, the higher a site appears in the list of results, the more likely the user will click on the link to view the site. In fact, statistics show that 68 percent of Web users click on the first page of search results, and 92 percent click on the first three pages.

While popular strategies to increase SEO range from updating Web content to posting blogs with backlinks (website URLs), most site managers are unaware of the benefits Google Earth presents. Below are five steps those in the hotel industry should take into account when considering Google Earth as a way to increase website SEO.

**1. Revisit how your website supports the overall marketing goals**

All too often, websites are created simply because an online presence is a critical component of doing business. More time is typically spent thinking about what pretty photos to upload rather than how the website should support the overall marketing goals. Who is the site built for? Do you want to increase online bookings? Are you trying to drive phone traffic? Is it necessary to promote particular products online? Does the site help build your property's brand? Before moving forward with any website enhancement, take time to revisit how the site supports the overall objective.

**2. Determine how your audience is currently finding and utilizing your site**

Hotel Newswire Headlines Feed  

Kelly McGuire
Kyle Rogg
Sanjay Nijhawan
Naseem Javed
Mike Steensma
Benjamin Jost
Steven Belmonte
John Hogan
Simon Hudson
Fran Sarmiento
Coming up in April 2018...

Guest Service: Empowering People

Excellent customer service is vitally important in all businesses but it is especially important for hotels where customer service is the lifeblood of the business. Outstanding customer service is essential in creating new customers, retaining existing customers, and cultivating referrals for future customers. Employees who meet and exceed guest expectations are critical to a hotel's success, and it begins with the hiring process. It is imperative for HR personnel to screen for and hire people who inherently possess customer-friendly traits - empathy, warmth and conscientiousness - which allow them to serve guests naturally and authentically. Trait-based hiring means considering more than just a candidate's technical skills and background; it means looking for and selecting employees who naturally desire to take care of people, who derive satisfaction and pleasure from fulfilling guests' needs, and who don't consider customer service to be a chore. Without the presence of these specific traits and attributes, it is difficult for an employee to provide genuine hospitality. Once that kind of employee has been hired, it is necessary to empower them. Some forward-thinking hotels empower their employees to proactively fix customer problems without having to wait for management approval. This employee empowerment—the permission to be creative, and even having the authority to spend money on a customer's behalf - is a resourceful way to resolve guest problems quickly and efficiently. When management places their faith in an employee's good judgment, it inspires a sense of trust and provides a sense of higher purpose beyond a simple paycheck. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.