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Enterprise System Pitfalls: Summary
Today I’m wrapping up a series of posts on the broad topic of Enterprise System Pitfalls. In this series, my hope was to help shed light on the primary problems that cause us to miss budgets, fall short on capabilities, or completely fail when implementing an enterprise system. 

The Year in Review
 
As 2019 comes to a close, it’s time to count our blessings. One of mine has been the privilege (and fun!) of being able to reach out to so many interesting companies and get them to tell me what they’re doing that’s different, disruptive, and game-changing. The list of things I have to write about in future columns has only gotten longer in the nine months since I started writing this column.

Sustainable Innovation
 
Sustainability can yield multiple benefits to hotels. Saving energy and water yields direct cost savings. Revenue can be generated by guests who prefer to deal with businesses that minimize their environmental impact. And many would argue that conserving scarce resources is simply the right thing to do.

Meetings Innovation
 
The sale and delivery of groups and meetings is perhaps the most significant and under-automated functions for many hotels. Even though groups often account for 30% to 60% of revenue, most group bookings are still handled manually for most if not all of steps, as they move from a meeting planner’s research to a confirmed booking.

The biggest enemy to any system is complexity. In a system of inputs and outputs, such as an enterprise system, more complexity means more parts are used in interaction with inputs to create the outputs. Every part that must be built and maintained costs time and money



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Why Keyword Research is Critical for Your Online Presence

03/27/2015
by Nimesh Dinubhai

SEO has now evolved into an amalgamation of tried-and-tested SEO techniques, social media optimization and content marketing, but it doesn't mean the basics are no longer important. Keyword research is still very much the life and blood of your SEO campaign and is critical to your online presence. More than 61 percent of online users start the buying process with the help of Google – and the first thing they do is enter a keyword in the search bar.

It means keywords have been and continue to be the main bridge connecting you to the heart of your target audience and tells you about their purchasing behaviors, online motivations, wants, needs and more. Here are some interesting reasons why keyword research is still important to your online visibility:

To Help You Find the Money Keywords for Your Business

Your online presence will suffer greatly if you don't know the money keywords for your business, and that's what keyword research helps you do. With keyword research, you can discover what your targeted audience searches for. You can actually discover what terms and words they speak and use to search for specific products or services.

To Help You Optimize Your Site Around Your Trophy Keywords

You can no longer afford to 'stuff' keywords in your website and make it visible. Those days are long gone. It is essential to optimize your website around your trophy keyword that you can find through keyword research only. You can find phrases that may be related to the overall theme of your site content. You can use those trophy keywords in the page title, image alt text, heading and naturally throughout the page copy. You may also rely on keyword research to develop effective internal navigation system to establish your authority in business markets and industry niche. Doing all this will put your site in good standing with Google and other search engines.

To Understand Where Your Competitors Stand

In offline business, you can see what your competition's stores are like, what their services are, what their marketing is like, and so on. It works similarly online. What your competitors are doing, you should do it better. You have to know their website inside out and know all their targeted keywords on different pages of their website. Keyword research will help you do just that.

To Find and Develop Long-Tailed Keywords

Your keyword research helps you identify your trophy keywords – or the primary keyword that's usually a combination of a couple of short phrases. The thing is that these keywords will have a high competition and are usually tough to rank organically. To get you started and to get a better bang for the buck, you can use keyword research to identify the best long-tailed keywords, which are relatively more specific terms for your industry, product, or service. If "Ford Mustang" is the primary keyword, "used Ford Mustang convertible" is the long-tailed keyword and is usually easier to rank organically. Google AdWords Keyword Planner is a good way to start your keyword research for these specific terms.

To Find Keywords that Generate Traffic Volume

Ranking for your trophy keyword is usually more expensive because the competition is on the higher side, but you can conduct keyword research and find keywords that may not be your audience's first choices but would later turn out to be useful traffic generators. It is important to improve traffic because it usually translates into faster and better realization of your ROI. You can also rely on your keyword research to find such keywords that would help establish targeted traffic for particular categories on your website.

To Help You Save Money by Running Targeted SEO and AdWords Campaigns

You need to conduct keyword research to identify how difficult it is to rank for particular keywords in organic search. Google Keyword Planner is a great way to identify your competition, find the most suitable keywords, and see what the suggested cost per click is going to be for an AdWords ad. You may consider going for long tail keywords with low cost per click to get in the race without having to shell out a lot of money. You need to maintain a right balance of higher competition but lower cost per click for all your ads.

Connecting with prospected audience using keywords is still central to online marketing. Even with algorithm changes such as Hummingbird that tailors search results to meet users' requirements, keyword research continues to be an important key to online presence and success. Working with a professional SEO company may be a good idea because they conduct extensive keyword research and help you improve your online visibility in an effective way.

About The Author
Nimesh Dinubhai
President
Websrefresh


Nimesh Dinubhai completed his studies in 2003 and launched Websrefresh to help businesses grow their ROI. He also owns two Arizona hotels, one of which earned the Historical Hotel Award in 2014.

 
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