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5 Secrets About The Power Of User Data From TripAdvisor’s CMO

“Whenever you see a successful woman, look out for three men who are going out of their way to try to block her.” –Yulia Tymoshenko

I don’t know how many men are trying hard to block Barbara Messing, Chief Marketing Officer of TripAdvisor, but I know they will never have any luck in slowing her down. Barbara Messing is tough enough to not be beaten up!

Barbara Messing is leading the global marketing efforts as TripAdvisor continues to expand its global footprint as the world’s largest travel site. She is also leading all consumer marketing activities at the company, including brand development and experience, customer relationship marketing, public relations, search engine marketing, etc. Prior to joining TripAdvisor, Barbara spent nine years at Hotwire, where she served in a number of leadership roles, most recently serving as vice president and general manager of Travel Ticker. She also served in roles including vice president of customer experience and director of product development. In 2011, Adweek named Barbara as a “Brand Genius”.

Here are six secrets we learned from Barbara’s talk “The Power of User Data to Build a Travel Brand”:

#Secret 1

It seems hard to believe that the only other review website around 14 years ago was Amazon for books. In the earlier days, a chunk of hotels presented TripAdvisor but I think hoteliers have found that TripAdvisor is as helpful for them as for consumers. They use it for feedback on how they’re doing. Some hotels have daily meetings where they review their TripAdvisor reviews. They realize that some of the things consumers don’t like about their hotels are improvable.

#Secret 2

We ask ourselves how do we get folks the content that’s relevant for them in front of them. We partnered with Facebook, so if you have a friend or a friend of a friend who has stayed at a hotel, you will see those reviews first. We also let you sort by couples, family travel, and singles. The last things we’ve introduced are tags so you can personalize your search results including boutique, pool, free Wi-Fi, etc. We don’t believe that it’s our role to curate for our travelers. You can’t curate to the world.

#Secret 3

On the content marketing side, we are very lucky because we are a user-generated content brand. Our community creates the content for us. Unlike other brands that may need to enlist the help of experts, such as this SEO Winnipeg company, our job is only to package the most interesting insights. SEO works by optimizing your site for the search engine that you want to rank for, whether it’s Google, Bing, Amazon or YouTube. Specifically, your job is to make sure that a search engine sees your site as the overall best result for a person’s search. Our unique approach to local SEO drives leads & sales via Google, Google My Business & Directories (eg. TrueLocal, Facebook, Yellow Pages, LinkedIn etc).

As long as Search Engines are around, people have made every effort to urge their website on top of the results. The race of being favorite on Google remains on and now known under the name – program Optimisation (SEO). But the maximum amount as we would like to understand the way to get there – the more program developers attempt to hide the large secrets. it’s become a true “cat & mouse” hunt.People have tried many things to win this game. a number of them “good” – some “bad”. Hang on, you’ll think, if there’s how to urge my business up to the highest and increase my sales – i do not care how i buy there! NO – that’s a really plain and shortsighted assumption and would only work for a brief time, if at all! the results are disastrous. the subsequent program Strategies can and can put you on the search engine’s “blacklists” which in simple terms mean – you’re out! Banned from Google, Yahoo… and such like.

Black hat links building tactics are techniques used to drive traffic to a website by exploiting website loopholes, enabling a site to rank higher than it should through “organic” search means. Search engines like Google have become aware of such practices to game the system and boost search rankings. Sites like Google have developed algorithms to penalize this kind of activity, so some of these link activities aren’t as powerful as they once were. You have decided to use WordPress for your business and now you are all excited to build your website or blog! So now you have a vision for what your website will look like. GREAT! What next? What about where are you going to host your WordPress site? This is the area where most business owners are not certain which way to go when it comes to website hosting. Website hosting is where you host your website. It is where your website is going to live and how people access it on the Internet. Best VPS hostong is one of the key features in running a website. There are several thousand website hosting providers to choose from and these are located all over the world. You will find numerous free web hosts in web forums offering you their services for banner ads, or you might find really cheap web hosting, which requires a long-term commitment. Each website hosting company will have their own plans and subscription charges.

#Secret 4

At the top of our list is the validity of our traveler reviews and the ability for consumers to leave their opinions. There would never be a case where TripAdvisor would bias reviews towards properties that we have commercial relationships with.

#Secret 5

Our strategy will always be about making sure that consumers have the best access to information and choice.

From $4 million invested to over $4 billion in value, TripAdvisor has been proving for smartly and strategically building and using database into business. Share your comments with us.