Search Engine Marketing

Many hotels remain unaware or uneducated in the tremendous opportunity for advertising through search engines. Consequently, these hotels are losing business through a lack of representation or misrepresentation on the Web.

MMGWorks' 360-degree Search Engine Marketing (SEM) program is an integrated strategy incorporating five components contributing to a well-planned, focused and measurable solution for local hotels. The five elements include:

  1. Assessment and Audit of Current SEM Status
  2. Organic Site Optimization
  3. Pay-Per-Click Media Campaigns
  4. Ongoing Link Acquisition
  5. Enterprise Level ROI Reporting

Features of 360-degree approach:
  • Organic Search Engine Optimization
  • Pay-per-click media campaigns with Google and Yahoo! Search Marketing (formerly Overture)
  • Ongoing link acquisition of free and paid relevant and credible listings
  • Enterprise Level ROI Reporting including:
    • Web traffic
    • Reservations by revenue and room type
    • Search rankings
    • Pay-per-click campaign summary data
    • Additional online marketing campaign data

Benefits of 360-degree approach:
  • Increase your hotel's website traffic, occupancy level and RevPAR
  • Improve your hotel's search engine rankings
  • Understand how to win in the complex online environment with multiple distribution channels and GDS systems
  • Increase search engine visibility with little to no impact on web design
  • Monthly costs can include all pieces or individual services
  • Flexible pricing based on site needs
  • Minimal set-up costs
  • Report data provided in an easy-to-use format

Assessment and Audit of Current SEM Status 
MMG will perform a search engine marketing audit that reveals a hotel's current positioning as well as its competitors' positioning with the top search engines. The audit allows a marketer to see their site's strengths and weaknesses in rankings, link popularity and directory listings and keyword positioning. The audit will include recommendations for improving search engine exposure to not only drive traffic but increase revenue as well. Audit content includes: keyword assessment, visibility assessment, link popularity, page saturation, link reputation and directory and sponsored listing page(s).

Deliverable: 35-page PDF file with specific recommendations for improving site's exposure among the search engine universe in an easy-to-read and interpretable format.

Price: $600
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Organic Site Optimization 
After the audit, the next step is to implement the strategic learning gained from the audit. These activities include embedding targeted keywords, descriptions and phrases into your hotel's copy and code, making your site more attractive and compelling to search engines.

Price: $6,000 and up (annual review recommended)
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Pay-Per-Click Media Campaigns 
MMGWorks' pay-per-click campaigns include: determining the most cost-effective keywords, manipulation of individual keyphrase bids, establishing of Google Adwords and Yahoo! Search Marketing accounts, regional targeting and segregation of bids from network partners, landing page confirmation, monitoring of 3rd party bidders, ongoing bid management, individual monthly keyphrase bid adjustment, ongoing submission of additional keyphrases and PPC opportunities and seasonal/special promotional campaigns.

Price: One time setup: $750 - $1,500
Media and Management: $900 minimum monthly
  • Media and Management
Terms: Minimum12-month contract. Recommended monthly spend presented in proposal will show monthly return for traffic and estimated revenue.
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Ongoing Link Acquisition 
A perpetual linking campaign will bring your site more qualified traffic and boost link popularity. In addition to sending traffic to your site, a link-building strategy is helpful in improving your rankings with search engines. Our approach incorporates the use of legitimate links – of relevant and credible sites – that not only drive new site visitors but also take advantage of new engine algorithms.

Price: $1,575 for first three months; $525 monthly
Terms: Three-month minimum agreement; 12-month agreement is recommended
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Enterprise Level ROI Reporting 
Hard data will clearly demonstrate the cost effectiveness of your investment. Working with reservation and PMS platforms, MMG can build “bridging code” that allow specific metrics against revenue contribution areas. Prices vary based on complexity of reporting and number of tracked actions. Additionally, MMG currently works with the following booking engines for reporting integration: Synexis, Pegasus, iHotelier, Unirez, Reseze and SecureRes.

Setup fee: Typical range is $250 - $1,000 (based on number of pages in the website and the services provided by the hotel's booking engine)

Price: $100-$500/month (varies on complexity of reporting and number of tracked actions)
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