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With the many changes in search algorithm in 2012, Milestone had to revamp the Heathman Hotel in Portland’s website to continue its exceptional web performance and ensure search crawlability. In addition, Milestone has implemented several strategies such as social media optimization, mobile site, etc. to further enhance the hotel’s web performance.

50% of direct bookings were reported to have been generated originally by social media in 2012. But accurate attribution remains a very dark art and search engine algorithms continue to morph and grow ever more complex.