The Lightning Round is a signature program at HSMAI’s Marketing Strategy Conference — giving six marketing executives just six minutes and 40 seconds each to share a best practice, strategic insight, or big idea. At the 2020 Marketing Strategy Conference on Jan 22, Tammie Carlisle, head of hospitality at Milestone Inc., focused on making sure your hotel website appears in search results in a Lightning Round presentation called “Marketing in a Zero-Click World.”
KEY TAKEAWAY: As Google is becoming more advanced, around half of all searches result in zero-clicks — in which the search engine finds and displays the answer without linking to a website. Hotels want Google to display the answer from their site, as opposed to OTAs’ sites, even if it doesn’t result in any clicks. Carlisle recommended providing detailed answers to common questions on your website and focusing on voice search results. “Structure data in a way to make it easier for the search engines to read,” Carlisle said.