3 ways Google’s new indexing engine will bring profound changes to travel and leisure marketing.

July 14, 2010

Google Caffeine indexes the web 50% faster than Google's old engine. What does that mean to you?

Caffeine’s lightening fast indexing speeds will create new opportunities for travel and leisure marketers who are quick to react and willing to experiment.

Click Z published a fascinating article by Gary Stein recently on the profound effects Caffeine’s faster, fresher indexing will have on online marketing.

That was then. This is now:

  • For the last decade, Google has used the 80/20 rule to indexing.  Since 80% of the content on websites stayed the same, their crawlers focused on indexing the  other 20% of the content that changed.
  • The web today is about sharing real-time experiences, which requires indexing more content more regularly.
  • To keep up, Google has updated its indexing technology to collapse the time between when a website updates its content and when it’s viewed.

3 ways Google Caffeine will change the way you do leisure marketing online:

1.  Updating your content will become more important than ever.

Google’s spiders are more attracted to new content than ever before.  So updating must be a part of your online marketing strategy.

And the easiest way to for a leisure brand to do this is through social media. Just make sure your content is still relevant to your site’s core topic.

2.  Experimentation and exploration will become the norm.

Because Caffeine indexes with lightening speed, you will be able to experiment with new ideas and see the results quickly.

Then adjust your strategy based on your findings.

3.  Keeping an eye on your competitors will become a much higher priority.

A shift in the index is going to cause a change in your rankings. And constantly shifting content will cause your rankings to change with greater speed.

So pay close attention to where you are relative to your competitors. And when the rankings start to shift, see what changed in your content and your competitors’.  And react accordingly.



Leisure marketing: Advanced social media tools for listening to your customers.

June 29, 2010

The science of listening to your customers isn't as complicated as it sounds.

Here are some free tools and tutorials leisure marketing executives can use to listen in on your customers’ conversations about your industry and your brand.

If you’re in leisure marketing,  you’re told all the time to start listening to your customers before you jump into social media. But nobody ever tells you how to listen, or what to listen for.

Sally Falkow, an independent social media PR strategist, and author of the Proactive Report PR trends report, offered some practical tools and tips in a recent blog post, summarized below.

What to listen for about your brand:

  • Your company name
  • Your brand names
  • Competitors
  • Generic names that describe your business and product.
  • Example:  A skin care company should listen for skin care, aging, anti-aging, wrinkle cream, etc…
  • To discover what phrases people are searching for, do keyword research (Learn how below).

Free tools to help you listen to what your customers are saying:

  • The most basic tool is to create RSS feeds. Watch this tutorial for instructions on setting up your RSS feeds through Google reader.
  • You can also set up a social media listening station using NetVibes.  Here’s a tutorial on how to do that.
  • You can search for information to subscribe to using Google BlogSearch, Twitter, Yahoo News.
  • Also use social websites like Technorati, digg.com,  StumbleUpon and Delicious.
  • If you need help learning how to do searches for information on your brand and industry, watch this video Sally created.
  • There are also free tools for listening to conversations, like Backtype, Ice Rocket and Social Mention.

Paid tools that help you listen to your customers:

How to get the most value from listening tools:

Smart social media gal Liz Strauss posted this article about how to get the most from listening tools.

Follow Sally on Twitter

Thank to Sally for these practical tips.  Check out Sally’s complete post here.


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