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**

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Coming up in March 2019...

Human Resources: An Era of Transition

Traditionally, the human resource department administers five key areas within a hotel operation - compliance, compensation and benefits, organizational dynamics, selection and retention, and training and development. However, HR professionals are also presently involved in culture-building activities, as well as implementing new employee on-boarding practices and engagement initiatives. As a result, HR professionals have been elevated to senior leadership status, creating value and profit within their organization. Still, they continue to face some intractable issues, including a shrinking talent pool and the need to recruit top-notch employees who are empowered to provide outstanding customer service. In order to attract top-tier talent, one option is to take advantage of recruitment opportunities offered through colleges and universities, especially if they have a hospitality major. This pool of prospective employees is likely to be better educated and more enthusiastic than walk-in hires. Also, once hired, there could be additional training and development opportunities that stem from an association with a college or university. Continuing education courses, business conferences, seminars and online instruction - all can be a valuable source of employee development opportunities. In addition to meeting recruitment demands in the present, HR professionals must also be forward-thinking, anticipating the skills that will be needed in the future to meet guest expectations. One such skill that is becoming increasingly valued is “resilience”, the ability to “go with the flow” and not become overwhelmed by the disruptive influences  of change and reinvention. In an era of transition—new technologies, expanding markets, consolidation of brands and businesses, and modifications in people's values and lifestyles - the capacity to remain flexible, nimble and resilient is a valuable skill to possess. The March Hotel Business Review will examine some of the strategies that HR professionals are employing to ensure that their hotel operations continue to thrive.