Search engines are an important part of any online strategy, but few markets depend as heavily on search engine marketing as the Orlando travel industry. According to Forrester research a little over 80% of website visits begin in a search engine or a directory service.
DoubleClick's recent study confirmed that nearly
three out of four travel buyers consulted search
engines before making a purchase. The demand and
influence of search engines in Orlando hospitality
are significant and should not be ignored.
Search engine marketing falls under two basic categories: Organic search and PPC (or Pay-per-Click).
Paid Search Marketing has become the most popular online advertising format and over 40% of all online advertising dollars will be spent on this format.
The most profitable strategy is to maximize free listings through SEO first, then augment and round off with PPC placements. PPC helps in the early stages of SEO for must-have keywords while SEO is being developed.
In recent studies where the conversion rate of PPC and organic were compared. The PPC converted at a rate of 3.4 and organic converted at a rate of 3.13. The data set included more than 57 million search engine visits. So in my opinion, they both converted at about the same rate. But I still favor organic search due to its low long-term cost.
Search marketing includes local search, paid inclusion search, and meta search marketing. All of these are applicable to any hotel internet marketing strategy and should be reflected in your budget.
You have to plan a monthly budget for keyword buys, (PPC) campaigns on Google, Yahoo and MSN, local search, as well as annual search engine registration fees and ongoing content enhancements and optimizations of the keyword density, page titles, description and meta tags. and MSN, local search, as well as annual search engine registration fees and ongoing content enhancements and optimizations of the keyword density, page titles, description and meta tags.
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Orlando hotel Search Marketing
