2010 Almanac: Buyers Guide Directory
Lodging Hospitality’s Almanac: Buyers’ Guide Directory is the ultimate resource to find products and services to build, equip, and renovate hotels, motels, and resorts in the U.S.

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News and Trends for the Hotel, Motel, and Hospitality Markets

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Briefing Room
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2010 Almanac: Buyers Guide Directory
Lodging Hospitality’s Almanac: Buyers’ Guide Directory is the ultimate resource to find products and services to build, equip, and renovate hotels, motels, and resorts in the U.S.

Subscribe / Renew
Visit our subscription center to subscribe or renew your subscription to Lodging Hospitality

Free Product Information
News and Trends for the Hotel, Motel, and Hospitality Markets

Whitepapers
Visit our White Papers page to view all our current White Papers.

Briefing Room
Visit the Lodging Hospitality Briefing Room to access press release and submit ones as well.

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Once I have a clear picture, then you need to start taking action.
Guest blog on these related blogs, tying in your expertise with their target audience
Connect with these bloggers on Twitter and Facebook
Send personalized emails introducing yourself
Request an interview
Partner with a blog on a product or Blog Network
One example that really helped my blog in the initial stages was writing regular guest posts for 1stWebDesigner.com. My goal was to attract web designers who were interested in learning more about Search Engine Optimization and how to design a better website for users and conversions. It really helped me gain a lot of quality traffic, subscribers, and opt-ins to my blog…who are now regular readers.
So if you are struggling to continually build your traffic and audience, try this strategy and start reaching out to a new audience.

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You can also achieve unexpected results when using the wildcard operator in combination with other search commands. Try:
intext:”diabetic * diets”
intitle:”diabetic * diets”
“diabetic * diets” -food
etc
Other Google Search Services + Wildcard
While many people are aware of wildcard search for “Universal” / “blended” results, few users also use the wildcard operator for other types of search results. Wildcard operator is also supported by multiple search engines run by Google:
Google images
Google video and Youtube;
Blog search;
Google news;
Google Shopping
etc
How it works: * is substituted by one or more words.
When it comes particularly in handy:
Here are a few example of how the search operator can turn particularly useful:
Find video content inspiration; example: ["blogging * wordpress"]
Customize your Google News RSS feed (to use it to track your brand mentions or to monitor new opportunities); example: ["guest * post *"]
Expand your search to include various possible variations; for example, to track new articles by “guest author” (and thus track new guest blogging opportunities), use this query in Google Blog Search: [inpostauthor:"guest * author" OR inpostauthor:"guest author"]

Google Reader + Wildcard
If you are an active Google Reader user and have plenty of relevant feeds in it, take the full advantage of its search functionality.
How it works: * is substituted by one word. To get two words within your phrase, use two asterisks.
When it comes particularly in handy: Google Reader is your personal collection of relevant feeds. Using it for keyword and content inspiration may turn much more effective than using generic search results.

Gmail Search + Wildcard
How it works: * is substituted by one or more words.
When it comes particularly in handy: Gmail is another useful collection of resources and links dirctly related to you, what you read and what you are subscribed to. I have once shared how Gmail search can turn a great help in your keyword and content research. With wildcard, this idea is even more effective.
A wildcard operator can also turn a great help for searching Gmail attachments: filename:google*.doc – This one filters emails to only those that have doc files attached and these files have [google] in the beginning of the name (whereas filename:*google*.doc searches for messages that have documents attached with “google” mentioned somewhere in the middle of the file name).
Here’s the example set of this search and the results it triggers:

Now, go play with search results to your heart’d content!

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2010 Almanac: Buyers Guide Directory
Lodging Hospitality’s Almanac: Buyers’ Guide Directory is the ultimate resource to find products and services to build, equip, and renovate hotels, motels, and resorts in the U.S.

Subscribe / Renew
Visit our subscription center to subscribe or renew your subscription to Lodging Hospitality

Free Product Information
News and Trends for the Hotel, Motel, and Hospitality Markets

Whitepapers
Visit our White Papers page to view all our current White Papers.

Briefing Room
Visit the Lodging Hospitality Briefing Room to access press release and submit ones as well.

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2010 Almanac: Buyers Guide Directory
Lodging Hospitality’s Almanac: Buyers’ Guide Directory is the ultimate resource to find products and services to build, equip, and renovate hotels, motels, and resorts in the U.S.

Subscribe / Renew
Visit our subscription center to subscribe or renew your subscription to Lodging Hospitality

Free Product Information
News and Trends for the Hotel, Motel, and Hospitality Markets

Whitepapers
Visit our White Papers page to view all our current White Papers.

Briefing Room
Visit the Lodging Hospitality Briefing Room to access press release and submit ones as well.

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Look at your web stats and logs and pull words and phrases from there (this is a great source of info, you can find the words that people are already using to find you and enhance your rankings on those words so you can get even more traffic).

If you have a search feature on your site, look at the logs and see what people are searching for within your site once they get there.

Take the large master list you have come up with and use a keyword tool to determine how much traffic there is and how competitive the words/phrases are.  Remember you can’t live and die by this information, it only acts as a guide for you.
Take your list and break it into segments.  You want some “low hanging fruit” – which means keywords that may be longer phrases with less traffic.  These words will be easy to rank for fairly quickly so you can use those as your starting point to drive some quick traffic to the site.  The second segment of your list should be words that are more competitive and have more traffic and will take longer to get rankings for.  You will be glad you selected keywords from each segment because you will be getting traffic from the low hanging fruit while you are waiting for the more competitive phrases to kick in.
Because #4 is so vitally important, let’s break that down a little further.  If your keywords are too generic and not targeted it will take a long time to get rankings and the traffic likely won’t convert as well.  If you use keywords that are way too specific you won’t get enough traffic. The solution?  Use a 3 tier approach.
Broad:
Shorter phrases and single words
Generic to your industry
Lots of traffic
Lower conversions
Focused:
Slightly shorter phrases
Higher traffic numbers
Phrases are still focused on what you offer
Laser Focused: The Long Tail
Longer and more targeted phrases
Traffic numbers are smaller
People are further along in the buying process so conversion rates are higher
The thought process behind “long tail keywords” is that the more detail someone
types in, the more they know exactly what they want and the further along they are in the “buying” process.
For example if someone types “blue plates” they could want to buy them or they could want info or they could want to see pics – who knows.
But if someone types in “Pfaltzgraff Blue dinner plates for 8” then they know exactly what they want and are more likely to buy.
Typically the longer the phrase, the less traffic there is but the more targeted it is, so it is likely to convert higher.
A solid SEO strategy should definitely implement some long tail because that allows you to get rankings quicker (there is usually less competition on long tail keywords) and it allows the conversion rate to be higher.
You get the benefit from the long tail while you are waiting for your more competitive phrases to get ranked and kick in.
Most people are continually adding new long tail phrases and find that when they add them up, in total the long tail phrases end up becoming a large part of your traffic.
Here are some examples:
• Broad: Generic and competitive keywords:
Plates
Blue plates
Dinner plate
• Focused: Less generic, and less competitive:
Buy dinner plates
Set of dinner plates
Cost of dinner plates
• Laser Focused: Long tail phrases:
Pfaltzgraff plates for 8 set
Pfaltzgraff Ocean Breeze dinner plate set
Buy dinner place settings
Replacement dinner plates for sale
Another thing to consider is the searchers intent.  Let’s look at this scenario to understand a little more.
“buy MAC lip gloss ” – the searcher is looking to buy online
“MAC lip gloss prices” – they are comparing prices and probably trying to decide if they will buy
“MAC lip gloss” – they are interested in a specific brand
“lip gloss” – interested in a type of product
You want to capture leads at the different phases, but understand you will convert more at the top level where they are further along in the buying process.
Your SEO strategy should include keywords from each of those “tiers” above.
BUT we’re still not done!  Most people stop here (or often don’t even do all the steps to get here).  So what else is there?
Did you know that 25% of searches each month are brand new, never before seen search words and phrases?  That is shocking.  You would think with the number of search queries running through Google, they have seen it all.
So, how do you handle keyword research and make sure you are staying current?
First and foremost you want to make sure you have outlined your strategy.  Without a plan in place you are likely to forget to do it, and it’ll just rattle around in the back of your brain or sit on a post-it note that gets stuck to the back of another piece of paper in your planner.
So, before that happens, let’s define your plan right now.
You’ve already done your initial keyword research steps as outlined above.  Here is where most people are missing out and need to plan further action.  There is a step 5 in the process…
Once a month you should do keyword research and see what new words and phrases come up and add those new words and phrases to your campaign.  If you find once a month is too often, do it every other month.  Just make sure you have a plan to check back regularly so you can take advantage of new search phrases and tap into more traffic.  You could put a monthly reminder in your Outlook or use an online reminder service.  Find a system that will work for you!
Of course all these keywords aren’t going to do any good if you are working on adding content and building links for them.  So if you are adding content to your site like you should be, then adding these new keyword phrases should be easy to work into the new content you are writing.  J
You should also schedule at least a monthly review of your web stats (if not more often).
Check out how much traffic you are actually getting from the engines.  Find out what phrases people are actually finding your site with.  Don’t forget the engines will start picking up your site for “bonus keywords” – which are different combinations and variations of your core keywords that you optimized for.
If you identify some of these “bonus keywords” it’ll give you insight into exactly how people are searching and what they are looking for.  You may find it’s worth adding content for these new phrases so you can try to get even more exposure for them.
You also want to look at how long people are staying on your site, how many pages they are looking at before they leave,  and what pages they leave most often.
Although checking web stats is not often seen as a step in the optimization process, it should be – it is vital to the success and growth of your site – which is ultimately why you are optimizing your site, right?

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Research conducted at Penn State has consistently shown that average daily rates are an excellent predictor of hotel sales transaction prices. In fact, weve found that ADRs are a superior predictor of sale prices than even bottom-line profit, i.e., net operating income or NOI.

NOI is always important, but the reason it has a weaker correlation with sale price than ADR appears to be that hotel purchasers usually expect to bring their own cost structure and ratios into a newly acquired property. Although past costs matter, they matter less than past top-line performance, at least in terms of hotel sale prices.

The bottom line in this case is that the GSAs increase in the base lodging per diem is expected to have an overall positive effect on average hotel values, particularly in suburban and rural markets relying on federal travelers. On the other hand, in many urban markets, the effect is anticipated to be less positive or even negative as federal lodging per diems have been lowered in 310 of the 378 urban areas. New York Citys per diem has been particularly hit hard, dropping from $340 to $269, surprisingly at a time when New York has been one of the few cities recording durable ADR increases.

One good thing is that urban, non-standard per diems are reviewed and can change annually, so if market ADRs are increasing next year as is generally expected, non-standard per diems can increase, as well. The minimum, or standard per diem of $77, which applies in about 2,600 U.S. counties, is expected to stay in place for three years from the start of Federal Fiscal Year 2011, which began Oct. 1.

Along with the Federal per diem changes, I expect hotel values to be affected by anticipated continued gradual growth in business investment, employment, consumer confidence and lodging demand, along with relatively low levels of new hotel development. In concert with those factors, the Penn State Index of U.S. Hotel Values continues to estimate that 2010 represents the low point in hotel values, as it has projected for a couple years now.

Overall, hotel values are expected to grow on average by 7.5 percent in 2011. Luxury hotel values are expected to grow by approximately $19,000 per room next year, a significant increase, but still bringing values nowhere near the peak of 2007.

Upper upscale, upscale, midscale, and economy hotels are all expected to register healthy increases in value next year, with economy hotels expected to record a particularly notable 12.2-percent increase. Again, however, these values are all expected to be below their 2007 peaks. While at this stage, it isnt possible to project 2012 hotel values with any acceptable degree of confidence, current trends suggest the potential exists for significant increases in 2012.
John W. ONeill, MAI, CHE, Ph.D., is managing director of Hospitality Advisory Services, LLC, and associate professor in the School of Hospitality Management at The Pennsylvania State University. He can be reached at jwo3@psu.eduor 814-863-8984.

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