Demystifying the Google Machine

Google is constantly changing its approach and the names of its programs, and it can be very confusing. This session attempts to demystify "The Google Machine." We will review SEO vs. SEM, the latest algorithm updates, zero-click search, GMB, meta-search, Google Ads (formerly ad words, Property Promotion Ads (PPA), and more. Even if you are not responsible for marketing, this session will help you learn how Google search works and how hotels can utilize and optimize it.

A recent study found that over 90% of people's online experiences begin on a search engine, and Google has over 90% share of the search engine market. Suffice to say that Google is an extremely important part of any hotel's marketing strategy and why you should join us on June 24th!

‍Key Takeaways:

Gain a better understanding of how "The Google Machine" works
Learn the difference between SEO and SEM
How the latest algorithm updates will affect search
What is zero-click search
The importance of Google My Business
The power of Meta-search
How to leverage Google Ads
Much, much more