Hotel SEO is one of the most crucial elements of any hotel’s online marketing strategy. A competent online marketing agency employs strategic search marketing tools and formulae to put the hotel website on the first page of the organic or paid listings in prominent search engines like Google, Yahoo, MSN or Bing according to the preferred keyword and phrases. Search engine optimization can also help with branding the hotel and increase its online presence and exposure.
However, it should be noted that SEO is a technical job that requires a professional and systematic approach and planning. It is important to carefully examine the search engine behavior of internet users and potential customers. In the planning phase, time should be invested in researching appropriate keywords oriented on brand, product, location and context. An efficient SEO manager will also determine ROI potential of each keyword or phrases, evaluate the volume of each keyword as well the level of competition for those select keywords. Although, focus of preliminary research should also be on fragmented keyword searches, misspellings and alternate keywords which could be used by potential customers.
SEO strategy should ideally be bespoke and customized for the property and its restaurants or amenities, and should cover components such as metatags, keyword density, site navigation, menu links, Google places optimization, search engine submission, 301 redirects among many others. It is helpful to think globally while devising SEO strategies because clients are expected to have access to the hotel website from any corner of the world. A proficient positioning or ranking on popular search engines can exponentially increase the footfall, and consequently the revenue of any hotel.
SMO is another strategy which can help a hotel brand solidify its online presence via customer engagement. Online social media can offer a vast range of creative promotional solutions through the imaginative use of platforms such as Facebook, Twitter, Instagram, Foursquare, blogs and much more. Social media is used by over billion internet users, which makes it a great source for traffic as well as a must for every hotel’s online marketing plan. It should be taken into consideration that social media marketing is more than just one size fits all. Adequate time should be taken to understand the goals and objectives and then a customized hotel social media optimization strategic plan should be devised.
SMO can also play an important role in turning around the search engine ranking for a hotel business. Effective hotel SMO is vital for community management, communicating with customers and connecting online consumers with the brand which can result in landing more visitors and bookings. Keeping this in mind, social media should be incorporated in online marketing strategy of any hotel website. A fine tuned and cutting-edge SMO tactic can radically draw potential customers to a hotel’s website from every corner of globe and bring significant return on investment for any hospitality or tourism business.
An ideal hotel marketing, whether online or offline should start with a comprehensive and user friendly website. Website design for hotels should be centered around the specific needs of the property and attention to detail must be paid to make them appealing to online users as well as search engines. Research is an essential part of online marketing strategy for any hotel, in which effective keyword inquiry should be conducted. This phase also helps in forming an efficient hotel SEO strategy in later stages.
Hotel website should incorporate not only relevant, but search engine optimized content. Pages should focus on a unique keyword theme or group, or market segment. A theme based approach should be kept in mind when developing content which can result in a better position on search engine. Experienced and professional copywriters with hospitality background can create appropriate titles, keywords, description and body copy for website pages. It has been observed that as a result of optimized content, Meta tags, copy hotel websites experience increase in their click through rates, which results in getting a better ranking on the search engine results.
Something as minor as the placement of the navigation buttons including the reservation menu is imperative for the time spent on the website. The most important and compelling information items should be placed at the most strategic position on the website. Similarly, backend is another invisible spine of any website. A state of the art Content Management System can give hotel owner’s access to their website and allows them to make instant changes in the content, or add information, such as latest hotel promotions or seasonal packages. A perfect website should bear a consistent look and feel throughout with the design, content, on-page optimization, as well as promotions to attract traffic to the site, resulting in a rewarding return on investment.
Backlinks that point to your website play an integral role in ranking your website in search engines – having backlinks from relevant, credible and authoritative websites is really a value addition to your website. By having a good backlink profile your website is likely to receive more visitors.
Here are some key elements of a good backlink profile.
Earlier, people used to focus on quantity, not on quality – this used to ensure rankings in the past! Today these techniques do not work – Thanks to the recent algorithm updates. It is however better to have a few links from relevant authoritative sites than having hundreds of backlinks from low quality sites. When you’re submitting links to other sites, make sure that those sites are authoritative in the niche.
Continuous Link Velocity
By continuous link velocity, we mean consistent, continuous and timely additions of good backlinks. If all of a sudden there is drop in link velocity, it may become a problem for the site. Monitor your site for continuous link building velocity, and see what issues are preventing continuous link velocity.
Link velocity means gaining good quantity backlinks slowly and steadily. Gaining too many links within a short period of time, search engines may suspect that some unnatural activity is going in the site and they may think you are trying to manipulate the search algorithms.
Relevancy and Quantity
See that your website gains links from websites that are related to your niche. Here is an example to help you understand better. If yours is an automotive site and you sell automotive products, then links from sites that are related to automotive industry are good, rather than links coming from a gardening or home improvement site that is not related to your industry. The more links from relevant sites, the better it is for search engine rankings.
It is good if a website has backlinks from different sources like directories, articles, press releases, forums, etc. Your focus should be on earning a wide variety of backlinks from different relevant sites. When a website has links from various websites related to their niche, search engines will consider that the site is a credible one. Diversity in links is very important.
In conclusion, search engines will monitor the backlink profile of your sites to rank, and if they figure out that your website has relevant, quality backlinks, your websites ranking will improve over time. Make sure that you monitor these four elements of a great backlink profile for your website in order to rank high in search engines. All the best.
Are you willing to invest in a more long-term and reliable organic traffic source for your website? Then let’s look at a search engine that can assist you in increasing your traffic.
Interview an Influencer or Get Interviewed by a High-traffic Website
Have you heard of Tim Ferriss, the author of the Four-Hour Work Week?
His podcast is nowadays a staple content type that he provides to his viewers. Tim’s show has world-class performers who share their insights on a variety of topics, and he is well-liked on social media. Do Tim’s fans enjoy the show? So far, the show has received over 50 million downloads. On most days, it’s the most popular business podcast on iTunes.
Interviews, whether on video or audio, are inherently conversational, lively, and engaging. The great aspect is that it’s a win-win situation for both sides. The interviewer is exposed to a new audience, while the interviewee is able to provide his website visitors with new fascinating and authoritative information. You can ask an industry influencer to share your interview with their followers on social media if you interview them. Consider the organic traffic you’ll get from their social media followers, which number in the hundreds of thousands. Consider the level of interest generated by a prior Derek Sivers interview on the Tim Ferriss Show. Derek shared the show’s URL with his 283K followers on Twitter. It won’t hurt if you establish a relationship with the influencer as a result of the interview.
Similarly, being interviewed by a high-ranking website can result in a significant increase in search engine traffic. Harsh Agrawal’s blog, Shoutmeloud, received 35,000+ views in a single day after he was profiled by YourStory. That was the blog’s most popular search engine traffic source (with 600,000+ monthly visitors). Because interviews provide consolidated value, they can be used as a long-term lead generating source for your company. Consider how many bloggers you’ve learned about through interviews on YouTube and other high-authority websites.
You may also conduct a Reddit AMA if you have a very compelling storey to tell. Mateen’s AMA got about generating $85,000 in profit by selling TeeSpring shirts/hoodies received 2000 page views. He also boosted the number of visitors to his website on a daily basis.
By registering as a source with HARO, you can also answer queries from journalists. On HARO, Christopher from Snappa came across this question from Inc Magazine about the future of content marketing. He swiftly responded with a thorough response. He was mentioned in Inc a few weeks later as a result of this. HARO is an excellent strategy to have your brand mentioned on authoritative news sites such as Entrepreneur and Inc. Those backlinks will enhance your search engine traffic and increase your marketing strategy by improving your reputation in Google’s eyes. Contact an SEO agency to find out how you can do this and how they can manage it for you while you work on the bottom line of your business.