Category Archives: SEM

We Discuss Search Engine Marketing, Paid Search, SEM and Tricks to Improve Pay Per Click.

Take Social Media to the Next Level: Learn How to Integrate Social Media Across Your Company to Boost Loyalty & Sales [Educational]

Social Media & Mobile Strategies for Travel 2014
Hotel Nikko, San Francisco, CA

March 17-18, 2014

Mike Supple, Director of Social Media at Milestone Internet Marketing, will be speaking on the topic of: Take Social Media to the Next Level: Learn How to Integrate Social Media Across Your Company to Boost Loyalty & Sales. This session will be held on Monday, March 17th at 9:30am.

Take Social Media to the Next Level: Learn How to Integrate Social Media Across Your Company to Boost Loyalty & Sales Many brands admit that social media should not sit in a silo. For optimal results, it needs to be integrated across your company strategy, structure and communications. In this session we explore how to overcome the barriers to integration as well as how to make the most of the opportunities integration presents.

  • Understand how to leverage social data across your organization
  • How can social be integrated with loyalty and CRM systems to boost sales?
  • What are the benefits of developing bespoke social tools in-house vs. externally?
  • How can you open up your systems/improve APIs to become more able to integrate new technology?

Mike Supple, Director of Social Media, Milestone Internet Marketing
Jonathan Pierce, Director of Social Media Communications, American Airlines
Ed Perry,Global Senior Director of Social Media, Worldhotels

For more information visit: Eyefor Travel website

Source: Paid Search

Top 5 Tips for Local SEO [Video]

As you can see from this info-graphic below from, the Local Search Ecosystem is very complex and often overwhelming. We know most people don’t have the time or the resources to fully optimize their local online presence, so today we wanted to share with you the top 5 things you should be doing to help your business stay competitive in Local Search.

Local Search Ecosystem

Here are the top 5 things you should focus on for optimal local SEO results:

1. Correct UNAP across the web
2. Correct Map Location
3. Encourage Customer Reviews
4. Encourage Customer Interaction
5. Optimize Your Photos

If you take the time to do each of these 5 simple things, your business will be in a much better position to take on your competition and increase your overall profit. If you have any questions please contact your Milestone Account Manager.
Contributed by:
Austin Harthun, Internet Marketing Strategist
Daniel Nguyen, Internet Marketing Strategist
Bridgette Meagher, Digital Marketing Coordinator

Source: Paid Search

Content Culture – Intuitive Content With A Purpose

The soul of the digital business is its content culture – how it derives compelling and relevant content that connects and inspires people. With the fusion of search and social technologies and the yen from audiences to engage in creative ways, content is the “rockstar” of search marketing. Certainly influenced by Google’s algorithmic changes – Panda, Penguin, and Hummingbird – the new evolution of content is creating messages that are artistic, engaging and inspired by what people are buzzing about and sharing.

What are people saying and who is sharing and influencing? A 2014 B2B survey from the Content Marketing Institute revealed that the top challenge of content creation is producing a diversity of content that engages. Since the audience and buyer decide how your content is relevant and worth sharing and downloading, your content must be focused on and optimized for your target end-user. Dig deeper and understand the culture of the folks you’re writing for, and create content that identifies with their nomenclature and expresses their social vibe.


A Data Canvas for Content Creation

Are keywords still key? While keywords impact search engine rank and positioning, other metrics such as queries, demographic and pages with the most traffic can help paint the whole picture. Even with the complete understanding of these metrics, it really is the fresh, natural, creative content that converts and influences people. The mindset is to craft content that delivers the insight, information and innovation that impact the consumer, creates awareness, and inspires the sacred “check-out” or reservations click.

Action Steps for Hotel Content Marketing

  1. Know who your audience is
  2. Know what the intent of their search is
  3. Know what content they are flocking to
  4. Build engaging content that caters to 1, 2 and 3


Composing with Passion and Insight

The language and aesthetic of content is truly the power of creative simplicity. You reach your audience when you say what you mean and mean what you say. Write with purpose, be succinct, pen creative and relate. Content is powerful when it sparks imagination and gets people in motion – to travel, explore, think and buy. The art of search content is balancing the analytic logic of SEO with the organic creativity of the familiar word. When you tap into that synergy and keep it authentic, playful and “real”, you transform the marketplace into your individual perception.

If you want to be immersed and influential in the culture of content, get down to your roots – who you are, who you are trying to reach and what you need to say. With search, social and content marketing super interlinked, all your content should be united and easily connect your passion and presence to the consumer, tap into their nature and style and give them what they want. Think and feel like your audience, join the conversation, and make them believers. And always lead with your write!



Contributed by:
Robin Kessler, Content Manager

Source: Paid Search

Run Google Hotel Finder Ads [Video]

What is Google Hotelfinder and how can this platform improve your hotels’ business? Having an increased presence in Google’s new hotel search results not only improves visibility of your hotel property but it also helps to increase direct bookings. Watch the video below to learn more!

Milestone’s Google Hotelfinder platform will allow your independent or brand property to participate in HPA, or Hotel Price Ads, that show in organic search results and Hotelfinder paid search ads. Your room rates can show in the Hotelfinder’s page of your property and visitors can book direct instead of only having the option to book on an OTA website. This reduces visitors booking on competitor hotels and commissions paid, thus increasing profitability and revenue. Learn why and how it works below!

Why Google Hotel Finder


Contributed by: Leila Hannon, PPC Account Manager

Source: Paid Search

Google+ Best Practices for Business [Infographic]

We live in a Google world and so does your business. You probably wonder why your business needs a Google+ page and what the benefits are. Larry Page, co-founder of Google, said it best: “If you ignore Google Plus, Google Search will ignore you”. Note. Google+ is an important piece of the puzzle that builds your online brand identity not only from a social perspective – circle size, followers and +1s – but also in terms of search engine optimization (SEO) and organic search visibility.

Google+ is the second largest social platform and is still growing. Every business should embrace the importance of Google+ as an SEO strategy and as a social tool. To learn more about why Google+ should be a core part of you marketing strategies in 2014 and to take full advantage of the Google+ influence on search results, consider some of the tips described in the infographic below.

How to Use Google+ for Business

Explore more infographics like this one on the web’s largest information design community – Visually.

UPDATE 6 March 2014

The original infographic contained a quote from Larry Page. This quote was sourced from BL Ochman’s article 5 Pervasive Myths about Google+. Additional details on the origin of this statement can by found by Ochman in the comments of this Google+ post. After learning that this was a paraphrased statement rather than a quote, we have opted to remove the quote from the infographic.


Contributed by:
Genoveva Petrova, Social Media Account Manager

Source: Paid Search

Social Media Analytics – Measuring ROI [Video]

One of the biggest ongoing challenges for marketers when using social media for business is measuring the success and return on investment of the different social media activities. Fortunately for all of us, measuring a return from social media is not a myth. In this video, we explore the key steps that are necessary for ensuring your social strategies are created in a way that brings value to your business.

Four Steps for a Measurable Social Media Strategy

  1. Defining ROI: To be able to measure a return from your strategies, you have to define very clearly what ROI actually means to you. What actions are you trying to get users to take that would qualify as a conversion for your business. This can be many things, based on the type of business (B2C or B2B) or industry. Common examples are hotel bookings, product purchases, whitepaper downloads, webinar registrations, and application installations.
  2. Setting Goals: One your ROI is defined, set goals that are ultimately tied to your overall revenue strategy. While “engagement” is a popular metric to observe in social media campaigns, this is not a good business goal. You can’t define how many engagements it takes to get a new customer, therefore engagement ultimately is not a good measure of success. Make goals that you can track with analytics software – such as the number of people that complete a booking and reach the “thank you” page of your website.
  3. Measuring Results: Once you have clearly defined goals, you want to be able to measure impact. Facebook, Twitter and Google+ all have their own analytics suites that give you information about how users are interacting with information you share, but ultimately a tool (like Google Analytics) that measures traffic to your website from different social networks and then tells you how many of those users go on to complete your goals is a more effective way to measure success. Look at what path users take once they get to your website; are they landing on pages that compel them to convert?
  4. Adjusting Strategy: Having the data is not enough – you need to analyze it and decide what does and does not work for you. Is your content strategy attracting the right consumers? Are those consumers clicking on the right pages? Are your social connects ultimately bringing you more business? Know what works and what does not so you can maximize your time in future campaigns.

At the end of the day, it all comes down to the planning you do before you start to socialize. If you set specific goals that have a defined impact on your revenue stream and implement ways to track those goals, then you should be able to show a direct connection between your social media strategies and your bottom line.


Contributed by:
Mike Supple, Director of Social Media
Leslie Perryman, Social Media Team Lead

Source: Paid Search

Final Call to Submit Your Best Digital Marketing Work for the Mashies



The final deadline to enter your best work for the Mashies is fast approaching, so make sure to submit your entries before you leave town for Labor Day. The deadline is Friday, Aug. 30, at 5 p.m.


The Mashies awards program celebrates the most innovative digital marketing campaigns. Our award categories range from “Best Digital Agency” to “Best Branded Vine” and cover a range of digital and social mediums in between.

To celebrate our winners and finalists, Mashable is hosting an awards ceremony on Oct. 10 at the Altman Building in New York City. Tickets will go on sale next week.

Award ceremony sponsorships are still available. Email [email protected] for more information. Read more…

More about Advertising, Social Media, Digital Marketing, Business, and Marketing
Source: Digital Marketing

Upgrade Your Digital Marketing Strategy With #Mashies Twitter Chat



Digital marketing is a field that’s constantly evolving. With each new social platform, mobile device or website redesign, a brand’s strategy for reaching new audiences while engaging current ones changes

As the digital marketing field evolves, some agencies, brands and individuals stand out from the group with innovative campaigns and best practices. This is why we want to celebrate digital marketing pioneers at our inaugural Mashies award ceremony, to highlight excellence in the industry.

With all the changes taking place in digital marketing, we are starting a conversation about the standout trends you’re seeing in the field as well as learn about how digital marketers are continuing to innovate for brands. Read more…

More about Advertising, Twitter, Marketing, Social Media, and Business
Source: Digital Marketing

You Have 2 More Days to Submit to The Mashies



The deadline to submit entries for The Mashies is fast approaching, with just two days left to show us your best work in digital marketing


The Mashies inaugural program is already shaping up to be a fantastic event in digital marketing. We’re proud to be working with a panel of expert judges, and we have been truly impressed by the innovative examples of digital marketing entries so far.

Did you work on a project that you think has the most creative branded app? Or did your team use Pinterest in an extremely innovative, successful way? We want to hear about it.

Don’t miss out on the all the honor and glory that comes with winning a Mashie! Submit your work by Aug. 15. Read more…

More about Social Media, Awards, Digital Marketing, Business, and Advertising
Source: Digital Marketing

The 7 Types of Digital Marketer



Social media has disrupted quite a few fields, becoming an integral part of many of them, such as journalism or marketing. And professionals in these fields have had to adapt, or, perhaps, perish. But everybody has a different way of using social media in the digital marketing world — and his or her unique own style

Or do they? According to Optify, a Seattle-based marketing software provider for digital marketing agencies, there are just seven types of digital marketers depending on how they use social media. And they’ve laid out these seven categories in an infographic, which can be seen below Read more…

More about Marketing, Social Media Marketing, Digital Marketing, and Business
Source: Digital Marketing

Why Marketers Should Get to Know Customers' 'Digital Selves'



Today’s marketers are under-utilizing the large amounts of personal data their customers are sharing publicly every day, according to Adobe’s senior manager of social-media products, Chad Warren. By looking at their customers’ activity not just on social networks but all over the web, brands can potentially engage with them in ways that are much more meaningful.

When brands successfully connect with customers around the things they love, advertising ceases to be a commercial endeavor and instead becomes simply useful information, Warren said during a presentation at Mashable Connect in Orlando, Fla. While many brands use personalization techniques to reach their customers, Warren says it’s often one-dimensional, isolated to a single activity, medium (such as television) or social network. Read more…

More about Adobe, Digital Marketing, Social Analytics, Business, and Marketing
Source: Digital Marketing