Don't neglect your e-reputation
Comments and customer reviews capture the attention of Internet users and are a guarantee of quality for your establishment. For any geographical search, Google highlights 3 local results and the rating influences the positioning of establishments. It is therefore essential that you go looking for reviews to be as visible as possible.
Geolocation on the Internet: the importance of reviews
CUSTOMER REVIEWS PLAY AN ESSENTIAL ROLE IN YOUR BOOKINGS
Whatever your problem, you must offer your customers the possibility to rate your services. It is above all a direct way to know the feeling of your customers and to estimate the possible ways of improvement to set up. From now on, Google My Business pages allow all customers with a Google account to post a review on your establishment. These reviews will be directly integrated into the Knowlege Graph and are therefore visible at a glance by the Internet user.
**THE NUMBER OF REVIEWS IS VERY IMPORTANT
The more reviews you have, the more positive you are perceived by Google. By getting these customer reviews, you have more chance to appear in the first 3 results of the Google Box. Don't hesitate to suggest to your customers to leave a small review of your establishment on your page.
If you offer several services such as overnight stays, a spa or a restaurant, you can create several Google pages as long as a phone line is provided for each of your services. Think about it and multiply the reviews on all your services.
SOCIAL NETWORKS, AT THE HEART OF YOUR E-REPUTATION
These notices can be considered "relevant" based on 3 main criteria:
2- Quality (positive or negative)
3- The credibility of the sites on which they are found
We have established a small list of social networks on which we advise you to register to increase your visibility and interaction with your customers:
This social network is a great way to interact directly with your customers. You can add all the information about your establishment and your services. Since September 2016, Facebook reviews are included in the Knowledge Graph. It is therefore important to take care of them.
Yelp is a social network on which all hotels, restaurants... on a defined geographical area are listed. The ranking is done according to the category, the relevance, the price, the number of reviews and the best ratings. It is therefore essential to take care of your e-reputation on this network to be visible.
Since April 2016, the Trip Advisor website ranks hotels based on their ratings. It is therefore very important to collect as many positive reviews as possible on this platform.
All these social networks are also an excellent way to get an additional geographical mention for your establishment. Many tools have been developed to manage your e-reputation, to keep an eye on what people are saying about you. Among these e-reputation managers, we can mention Customer Alliance, which is the most successful tool to manage the mentions of your establishment. With a review manager, it is now possible to automatically ask your customers to leave a review after their stay.
HOW TO GET FEEDBACK FROM MY CUSTOMERS
Google is now proposing that owners of a My Business page insert a link directly on the hotel's website to a rating form. In this way, Google will facilitate the writing of reviews by reducing the process of rating the customer.
To create a link to your My Business form, you need a "place ID". To obtain it, go to this address: https://developers.google.com/places/place-id
Enter the address of your establishment and click on "enter".
Select the "place ID" code and insert it in place of
<ID> in this URL:
This way the user is directly redirected to a pop-up allowing them to write a review in a few seconds.
Create a link from your site with an anchor such as "Leave a review" and add the direct link of the form above.
This new feature will solicit consumer reviews and ratings are likely to increase in the coming months.
This review will be directly integrated to the Google My Business page.
Now that you know all the steps you need to take to make your hotel a local must-see, your e-reputation will quickly grow. Logically, visits to your site and bookings should increase. It is important to always be informed of the latest news in the sector and to follow what people think of your services. A regular watch is essential !
TO GO FURTHER
THE FUTURE OF LOCAL REFERENCING
In webmarketing, the tourism sector will undergo major changes in the coming years, especially with the widespread use of connected objects. According to recent studies, more than 220 billion connected objects are expected to be created before 2020. This trend is already called "The Third Digital Revolution" because of its importance and speed of deployment. It is now possible to get in touch with a mobile user in your geographical area by offering him a promotional offer, the menu of your restaurant or simply by inviting him to enjoy your spa.
Searches made from a mobile device are becoming increasingly important. More than 100 billion searches are made every month on Google, that is 3.5 billion per day, and more than half of them come from cell phones. Voice search is leading to new, longer and more qualified queries; for example: "Hotel with spa by the sea in Nice". Google Now, the voice assistant for Android phones, has become very popular with Internet users because of its ease of access and the relevance of the results it offers. Google Hotel Ads, which has just been tested, allows you to display the official price of your site directly on Google My Business, the Knowledge Graph and Google Maps. If you have a good price management on your site, the benefits should be felt very quickly. It is therefore essential that you optimize your site with a solid local SEO and that it is visible on all media.
You now have all the cards in hand to differentiate yourself from your direct competitors. These actions can take a lot of time and to do them you need to be informed of the latest updates. Calling on a professional can save you a lot of time.