Michelle Wohl is the VP of Marketing at Revinate. Based in San Francisco, Michelle has worked in technology marketing since graduating from Cornell University.

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Using Revinate’s Keyword Analysis To Win Business

This morning a client asked me how she should be using the keyword features in Revinate. Spending time on the keywords report makes it very clear what’s important to your guests, and the guests who are staying with your competition.

For those of you who are not yet clients, the keyword analysis report in Revinate allows you to see the most common words used in your online reviews. The keyword analysis report shows a list of keywords, ranked by the number of times that they appear in reviews. It also shows the average rating for the reviews and the percentage of reviews that mention the keyword.

For example, you might see that your top keyword is ‘quiet’ and the average rating is 4.75. Ten percent of reviews about your property mention the word ‘quiet’. You now know that one of your hotel’s key selling points is that it’s quiet. You might want to add the word to your list of keywords and make sure that you talk about how quiet the hotel is on your Website to further promote your strengths and optimize your SEO.

Or, perhaps you recently increased the cost to valet cars and you want to see what people think of the change. All you have to do is click on the word in the list, or go to the Review Search page and type in ‘Valet’. You can also change the date selection to see changes in reviews since you increased the price.

Now that you know what people are saying about your hotel, see what people are writing about your comp set. If one of your competitor’s highest ranked words is ‘breakfast’, and you see that people are raving about the free continental breakfast, you might think about offering and promoting one of your own.

Are you competing for a group deal with a competitor in your area? Is ‘noisy’ one of your competitor’s highest ranked words? Use it to your advantage by including the report in the proposal. Third party data can be instrumental to winning group business.


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