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Saturday , 19 January 2019
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Is Good SEO Necessary For Your Hotel?

Hotel search engine optimization (SEO) is a topic which is constantly being debated over in the travel industry. This is because it can be difficult to measure in terms of success and because the boundary lines of major search engine providers keep changing, meaning the method you have been employing for the last six months may suddenly no longer be relevant. This is perhaps the reason why so many hotel brands wonder at whether it’s even worth trying to utilise SEO in the first place.

Unfortunately, there is no definitive answer, there are certain ways in which you can optimize the online presence of your hotel, combining good hotel search engine optimization with other relevant concepts:-

Your Branding is Key

Before you even begin to think about employing SEO techniques, you need to ensure that your branding is strong. This means branding which is recognisable as your brand utilised across your website, social media channels and any other marketing you may be employing. You want potential clients to know without a shadow of a doubt that they are on your website or your Twitter account without having to double check. Without strong branding, there is no point in even attempting to begin building your SEO; as even if clients land on your website, they won’t be drawn to make a booking. If you haven’t yet invested in a custom-designed website then we would suggest this as the first place to begin.

Content is King

Once you have your website and branding sorted, you are ready to begin with employing the use of SEO. The most important thing to remember here is that simply dropping relevant keywords into a poorly written article may drive traffic to your website but it is unlikely to convince savvy travellers that you are the right hotel brand for them. You need quality content with organically placed keywords and strong imagery and this is something which is just not worth compromising over if you want to ensure that your hotel is not only getting seen online but that you are also gaining customers from it.

Be More Specific

Generic keywords such as ‘hotel in London’ may once have been all it took to ensure your website ranked at the top of a search engine but these days it pays to be a whole lot more specific. Think about why customers may be travelling to the area around your hotel and create content around that. Consider the type of experience they could have when they stay at your hotel and ensure that your content represents that fully. In addition, rather than just churning out hundreds of blog posts with generic keywords, create a smaller number with more specific keywords and you will see a much better return for your investment.

The long and short of it is that unless you have recently updated the way you utilise SEO, you are likely using a system which is outdated, has diminishing traffic levels and which will eventually begin to impact negatively on your hotel brand. Consider the points we have made and how they might be used to your advantage in the ever-changing world of SEO.

This post was written by

Fergus Brandon – who has written posts on All Here.


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