Looking for a great way to drive traffic to your tourism business?
The latest monthly report on travel from Hitwise gives a clear reminder of the importance in providing accurate map listings and “driving directions” for tourism folk.
4 of Top 11 Most Visited Travel related Web sites are Maps
The important take away: Be sure your listing on these sites is correct!
Another important finding of the Hitwise report is the listing of most popular keywords used in travel. The keyword phrase “Driving Directions” is a top search.
Take advantage of this keyword phrase by ensuring you have a Search Engine Optimized page designed for Travel Directions to the iconic place names associated with your business (ie: cities, parks, attractions).
Google has identified over 100 000 businesses in the U.S. as “Favorite Places” based on user reviews on Google Maps and they have rewarded them with QR Stickers – Window Decals like the one below.
When snapped with a smartphone camera the two dimensional bar code hyperlinks to the business Google Listing which shows the user reviews and Google Map listing for the business. (Learn more about What is a QR Code and Why you should know)
In related news, starting today on Google’s local site for handheld users, Google provides top-level search categories like restaurants, shopping, gas, lodging, etc. on the front page. Click that button and you’ll see the closest-by search results ranked by user rating.
New Business Interest for Google
Encouraging guest reviews is vital to any business success and although Google Maps reviews have been around for quite a while, the new sticker campaign is a not-so-subtle brand builder for Google Maps revealing yet another business interest – Google business reviews. For businesses, Google uses the sticker campaign to ask: “Want to become a Favorite Place on Google?“, reminding business folk to ensure that their listing on Google Maps (aka Google Local) is accurate in the Google Local Business Centre. Never mind that you’ll be increasing the accuracy and value of Google Maps database in the process.
Guest Reviews Matter
If I were TripAdvisor (fresh with a new restaurant review iPhone app) or Yelp whose iPhone app which beckons reviews on all kinds of businesses, I’d be more than a bit concerned about these stickers. Each has worked hard at building recognition for their own brands as the de facto standard in ranking businesses. Of course Google has been in the business of ranking all kinds of businesses online for much longer (search engine rankings) and have established considerable consumer trust. Expect the sticker campaign to raise the importance of Google Maps reviews in the eyes of many.
Brand Building by Association
Association with a well respected brand is an excellent marketing strategy. Businesses that link to their TripAdvisor reviews, or have an app in the Apple iTunes store know this well. For the “Favorite Business of Google” sticker recipients, just having the sticker on the window is likely to encourage even non-smartphone users to form a favorable opinion of the business. After all, folks may know about TripAdvisor or Yelp, but most everyone has a generally favourable opinion of the Google brand.
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