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An exclusive snapshot of the online Search landscape. Hotel Generics ... of analysing technical SEO issues and developing a rapid action plan to deal with any problems that our experienced team have found ... terms 'cheap hotels in bali' and.

The greenlight sector

REPORT Hotel Generics APAC EMEA The Americas UK & Ireland

An exclusive snapshot of the online Search landscape

MAR 2016

IGNITE DIGITAL GROWTH

Hi Australia, Nice to meet you, we're Greenlight.

ABOUT US We heard that Australia needed an independent digital agency that was unwaveringly focused on driving digital growth and so here we are! We’re a data-driven bunch with over 15 years’ international experience. We use our expertise and pioneering proprietary software to create success and know that this kind of innovation fits right into the Australian marketplace. It’s our transparent reporting, world-leading abilities to achieve growth, and evidenced performance across the board that has led us to achieve our diamond tier Google rating. In a nutshell, we’re a flexible full-service agency that delivers results through SEO, SEM, display, social, eCommerce, design, development, mobile and more. Our arrival in Australia will see us bring a transparent

Australia will be the second marketplace that sees us

approach to our advanced Programmatic Display

roll out our proprietary Paid Search tool Greenlantern

offering. We know how big media agencies can

- a tool that provides over 30+ Adwords alerts direct

approach display, but at Greenlight we will give you

to your team or agency highlighting immediately

complete transparency to your planning, reporting

where your team needs to focus their efforts. A

and buying. No ifs, no buts, no hidden rates - just real

flexible and unique platform, Greenlantern can help

and honest data. All our strategies are bespoke and

you see your way to PPC success.

built around yours and your customers’ needs.

ABOUT US We have over 15 years’ experience working in SEO across every client type and vertical. During this time, we’ve tried many ways to critique, audit and test our clients’ websites to ensure those sites are as technically sound as they can be. Evolving this process has led us to our bespoke audit and recommendation process, TechJam; a proprietary method of analysing technical SEO issues and developing a rapid action plan to deal with any problems that our experienced team have found. This is just a taste of what we are bringing to Australia and we invite you to read on to see some of the successes we’ve already delivered for our existing clients in Australia, and some of our thought leadership pieces and sector reports specifically for the Australian marketplace.

OUR CLIENTS

INTRODUCTION

to Sector Reports At Greenlight, we pride ourselves on being thought leaders within the Search industry. Utilising our unique data aggregation and visualisation platform, OneHydra, we are able to track, record and analyse consumer search behaviour in any given market vertical, which in turn leads to the creation of our industry renowned Sector Reports. Our reports have been providing brands with comprehensive insights into the Search industry for ten years now. Each report gives an indication of the size of the potential online audience based on a wide range of keywords and examines the most visible websites and advertisers based on their share of visibility in the Natural Search listings on Google Australia. We hope you enjoy reading this report and should you have any questions, please do not hesitate to contact us at [email protected].

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Report Overview Executive Summary This report profiles search behaviour for the online Hotels sector. It analyses which websites, advertisers and brands were most visible in the Google Australia Natural Search listings, when consumers searched for Hotel-related terms. In our analysis we established that:

In March, 261,920 searches were made by consumers searching for Hotel-related terms on Google Australia.

Queries for generic keywords accounted for 38% of all searches made for the sector.

The search term 'hotels' was queried 27,100 times, accounting for 10% of all searches made for the sector.

tripadvisor.com.au was the most visible website in the Natural Search listings, achieving a 69% share of voice.

Percentage breakdown of searches made for each subsector:

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March Overview In March 2016, 261,920 searches were made for Hotel-related terms. The graphs below show a breakdown of the number of searches made for each of the subsectors analysed in this report, as well as an overview of the total number of searches made for the online Hotel market in the past 12 months. Number of searches by subsector At a glance In March, 261,920 searches were made for hotels keywords. Searches for generic keywords were most popular, accounting for 38% of all searches made for the sector.

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Natural Search Hotels: Overall 261,920 searches In March 2016, 261,920 searches were made by consumers searching for Hotel-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google Australia for the 283 keywords analysed. Top 10 search terms: Overview: In March, the keyword ‘hotels’ was queried 27,100 times, accounting for 10% of all searches made for Hotel-related keywords. tripadvisor.com.au was the most visible website, achieving a 69% share of voice through ranking for 251 keywords, including the search terms ‘singapore hotels’ and ‘bali hotels’.

The 20 most visible websites:

expedia.com.au attained a 62% share of voice through ranking for 217 keywords, including the search terms ‘cheap hotels’ and ‘cheap hotel’.

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Hotels: APAC 86,870 searches In March 2016, 86,870 searches were made by consumers searching for APAC-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google Australia for the 67 keywords analysed. Top 10 search terms: Overview: In March, the keyword ‘melbourne hotels’ was queried 9,900 times, accounting for 11% of all searches made for APAC-related keywords. tripadvisor.com.au was the most visible website, achieving a 92% share of voice through ranking for 65 keywords, including the search terms ‘singapore hotels’ and ‘bali hotels’. hotelscombined.com.au attained an

The 20 most visible websites:

81% share of voice through ranking for 62 keywords, including the search terms ‘cheap hotels in bali’ and ‘singapore hotels’.

Get in touch to discuss your site’s specific performance

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www.greenlightdigital.com

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T: +61 2 8317 6651

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Natural Search Hotels: EMEA 21,130 searches In March 2016, 21,130 searches were made by consumers searching for EMEA-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google Australia for the 60 keywords analysed. Top 10 search terms: Overview: In March, the keyword ‘dubai hotels’ was queried 2,400 times, accounting for 11% of all searches made for EMEA-related keywords. tripadvisor.com.au was the most visible website, achieving a 95% share of voice through ranking for 54 keywords, including the search terms ‘dubai hotels’ and ‘paris hotels’. tripadvisor.com attained a 73% share

The 20 most visible websites:

of voice through ranking for 51 keywords, including the search terms ‘dubai hotels’ and ‘hotels in dubai’.

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Hotels: Generic 100,080 searches In March 2016, 100,080 searches were made by consumers searching for generic-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google Australia for the 61 keywords analysed. Top 10 search terms: Overview: In March, the keyword ‘hotels’ was queried 27,100 times, accounting for 27% of all searches made for Generic-related keywords. expedia.com.au was the most visible website, achieving a 67% share of voice through ranking for 29 keywords, including the search terms ‘cheap hotels’ and ‘cheap hotel’. lastminute.com.au attained a 58%

The 20 most visible websites:

share of voice through ranking for 28 keywords, including the search terms ‘last minute hotels’ and ‘hotel deals’.

Get in touch to discuss your site’s specific performance

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www.greenlightdigital.com

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T: +61 2 8317 6651

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Natural Search Hotels: The Americas 29,000 searches In March 2016, 29,000 searches were made by consumers searching for the Americas-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google Australia for the 58 keywords analysed. Top 10 search terms: Overview: In March, the keyword ‘perth hotels’ was queried 3,600 times, accounting for 12% of all searches made for The Americas-related keywords. tripadvisor.com.au was the most visible website, achieving a 96% share of voice through ranking for 54 keywords, including the search terms ‘las vegas hotels’ and ‘new york hotels’.

The 20 most visible websites:

expedia.com.au attained a 74% share of voice through ranking for 51 keywords, including the search terms ‘new york hotels’ and ‘honolulu hotels’.

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Hotels: UK & Ireland 24,840 searches In March 2016, 24,840 searches were made by consumers searching for UK & Ireland-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google Australia for the 37 keywords analysed. Top 10 search terms: Overview: In March, the keyword ‘cambridge hotel’ was queried 3,600 times, accounting for 14% of all searches made for UK & Ireland-related keywords. tripadvisor.com.au was the most visible website, achieving a 73% share of voice through ranking for 34 keywords, including the search terms ‘london hotels’ and ‘hotels in london’. The 20 most visible websites:

wotif.com attained a 44% share of voice through ranking for 26 keywords, including the search terms ‘newcastle hotels’ and ‘newcastle hotel’.

Get in touch to discuss your site’s specific performance

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www.greenlightdigital.com

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T: +61 2 8317 6651

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ARTICLE

THE MOBILE MAJORITY BEA PATMAN, HEAD OF SEO

SEO loves its tropes; if we’re not insisting for the thousandth time that ‘content is king’, we’re predicting that next year really will be ‘the year of mobile’. We’ve become so accustomed to heralding in each new year with this particular forecast that it feels a bit strange to be calling an end to the tradition. But do so I must, because here’s the thing – I think The Year of Mobile just happened. Hotels Sector Report

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The most visible websites and advertisers on Google Australia

Perhaps the biggest piece of evidence for this is

I think that this consistent focus on mobile experience

‘Mobilegeddon’; the delightfully melodramatic

has been responsible for stimulating a somewhat

nickname given to Google’s mobile-friendly update

subtler transition in the way that brands treat their

in April 2015. It’s rare that industry news makes

mobile propositions, too. For the past few years we’ve

mainstream headlines but this update was widely

been in what some are calling a ‘land grab’ phase,

covered in the press – not least because of the headline-

which has seen brands rush to stake a position in front

friendly epithet, but also because it was a rare instance

of a mobile audience, often compromising on quality in

in which the update was announced in advance by

favour of getting to market faster. This was the era of

Google. The apocalyptic name belied what was actually

clunky mobile sites, confusing redirects, inconsistent

a fairly low-key initial impact, but more than anything

functionality and lots of strange and unhelpful

this update marked the beginning of a major sea change

apps – all contributing to a poor user experience on

in the significance of mobile performance to organic

mobile. 2015 was the first time that we really began

search success.

to see brands recognising that mobile was actually

There’s no great mystery behind the intense focus that Google placed on mobile performance in 2015. The

an incredibly fertile ground in which to develop meaningful, enhanced experiences for their customers.

number of searches made on mobile devices surpassed

These kind of experiences range from the simple,

that of desktops worldwide, meaning that mobile

such as creating adaptive or responsive mobile-first

users became the majority that brands should seek to

websites, to ambitious projects such as the use of

satisfy. One of the more interesting consequences of

iBeacons at airports to facilitate a smooth, mobile-

this transition has been an almost unprecedented level

only journey from ticket purchase to check-in. Beacon

of transparency from Google about what best practice

technology is a particularly interesting field of

should look like. It provides a mobile-friendly testing

opportunity for brands that have a physical touchpoint

tool with which webmasters can assess their pages

with their customers, because of its ability to drive

against specific design criteria, as well as a dedicated

offline behaviours at highly specific locations and

mobile test within the PageSpeed Insights tool. In

moments in time. If you were a wine producer, for

October 2015, Google announced support for the

example, you might be able to use a supermarket’s

Accelerated Mobile Pages project (AMP) – a project

beacon technology to promote an offer on your

which utilises existing web technologies within a new

products via a push notification at the exact moment a

open source framework, designed to help brands create

potential customer was browsing the aisle.

much lighter webpages. AMP enables sites to observe best practice by managing the size, order and rendering of page elements, making it much simpler to adhere to Google’s PageSpeed guidelines.

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Developments in Mobile and App Search Optimisation

Overcoming the App Threshold This end of the mobile experience spectrum is still highly theoretical, however, because of the heavy onus on customers to facilitate this kind of communication – most commonly by engaging with an app. Whilst modern consumers are increasingly comfortable with sharing personal data if there is a reasonable value exchange

to include all Android apps by 2014 and then to include Chrome on iOS, then finally Safari, in 2015. The early Android results only turned up apps already installed on the device, but now relevant non-installed app results are returned too. This part is key – it’s here that apps can overcome the app threshold by getting in front of a new audience and ultimately drive brand engagement.

on offer, asking them to engage with an app to do so is

Customer engagement isn’t the only incentive for

still a tall order. Elle magazine’s Shop Now offering is

developing and optimising apps. In April 2015, Google

an excellent example of how this technology can work

stated that an indexed app counts as a ranking factor

successfully, with push notifications to opted-in users

for a brand’s overall performance, saying “if your app

having driven some half a million store visits in 2015.

is indexed, Google will use the content within your app

The value exchange is key though, because brands must

as a signal in ranking, not just your web content.” A

overcome a downward trend in app engagement if they

further ranking boost for apps using the Google App

are to succeed in garnering interactions.

Indexing API was announced in September 2015, as the

A Nielsen study from 2015 illustrates the app “threshold” that consumers have reached in recent years. Whilst the average time spent using apps per person per month (hh:mm) continues to increase year on year, the number of apps consumers are actually engaging with is in decline. This data might come as something of a surprise to anyone who’s been following

API allows Google to gather additional insights into how your app is being engaged with. And if all that wasn’t incentive enough to make app optimisation a priority, 2015 also saw advancements for Google Now on Tap and Apple’s Spotlight Search that enable both to surface deep content from installed apps – provided, of course, that it’s properly optimised.

industry news over the past year; why has there been

I talked earlier about the way in which mobile experience

so much buzz about app optimisation and indexation

has taken a big step beyond the wild west ‘land grab’ it

if demand is actually waning? Well, I believe that the

had been when brands first started rushing to market

advances Google’s made in app indexing during 2015

with mobile sites, and I believe that the steps that search

are precisely what’s required in order to overcome this

engines are taking to index app content are making a

threshold. We’ll begin to see this trend reverse as new

significant contribution to this. The more content that

or forgotten apps become significantly easier to surface

can be indexed, the broader and richer a consumer’s

and interact with.

online experience can be and the more potential there is

At this stage it’s worth including a whistle-stop summary of how app indexing has evolved since it was introduced in 2013. Initially only available to a small selection of

for delivering real life value. The Year of Mobile might not have been the futuristic phenomenon many were expecting, but it certainly laid exciting foundations.

Android apps when it launched, app indexing expanded

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Get in touch to discuss your site’s specific performance

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T: +61 2 8317 6651

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Case study / SEM

Rapha The Client Rapha is a global sportswear and lifestyle brand focused on road bicycle racing, clothing and accessories.

The Objectives  Reduce cost-per-clicks (CPCs)  Reduce cost-per-actions (CPAs)  Improve conversion rates (CVR)  Improve return on ad spend (ROAS)

The Strategy New ad copy and sitelinks were created using local knowledge to optimise campaign performance This involved geotargeting and adapting campaigns based on user behaviour, as well as updating phrase matches to meet local habits. We revised keyword groupings and used unique, effective copy in line with Rapha’s brand guidelines, with the aim of improving CTR and increasing qualified traffic. We updated ad copies and promotions to only show which were most relevant and further promoted best performing categories to create a tailored campaign across a large market.

THE RESULTS THREE MONTHS AFTER TAKING ON THE ACCOUNT, GREENLIGHT HAVE SUCCESSFULLY ACHIEVED SOME GREAT YEAR- ON -YEAR RESULTS:

About this report How this report was created

Disclaimer:

Greenlight’s Research & Insights team collected 283 Hotel-related terms queried by online consumers. The keyword set was then uploaded to Greenlight’s OneHydra platform, which collected volumes for the associated keywords. OneHydra then analysed which websites and advertisers appeared for the keywords analysed and from there, ranked websites and advertisers based on their share of visibility in the Natural Search listings space on Google Australia.

The information provided in this report is for information only and should not be relied upon to enter into any business transaction or to make any commercial decision. Whilst Greenlight has made every effort to ensure the accuracy of this report, Greenlight cannot accept any liability for any error or inaccuracy found within this document and no warranty is provided regarding its completeness or its suitability for any purpose. The content of the report is the copyright of Greenlight Digital Limited. The reader may use and circulate the report within its own business organisation. However, it is not permitted to exploit, distribute, sell or otherwise make use of the report for commercial gain. It is permitted to reproduce extracts of the report for public interest, provided that the publisher credits Greenlight as the source of the work.

All data displayed in this report is based on a wide range of keywords, and therefore aims to provide readers with a generic overview of the online Hotels sector in March 2016. Due to targeting or language settings, occasionally foreign domains may appear across natural and paid search results. These domains appear in our reports just as they would for a search containing the related keywords.

Bespoke Sector Reports

Get in touch

If you can’t find a report which analyses the online industry you are interested in or if you want to analyse a specific keyword set, get in touch and find out more about Greenlight’s bespoke reports. Greenlight currently creates bespoke reports for a wide range of online brands, providing Marketing teams with the insights they need to make informed decisions about their online strategies in Australia and abroad.

Contact Owen Browne Business Development Director (AU) T: +61 2 8317 6651 Email: [email protected]

Download free reports Greenlight’s Research & Insights team produce Sector Reports analysing 8 different online industries. To view and download all FREE reports, visit

www.greenlightdigital.com/au/blog

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