IN DEPTH || THE COMPLETE GUIDE TO HOTEL MARKETING
HOTEL Each Issue, we will be serialising a section of the Complete Guide to Hotel Marketing, an eBook by our partners, SiteMinder.com
SEO
If there's one thing that can complicate and disrupt the booking journey for hotels, it's the ever-changing search engine landscape. Considering the first page of search engine results receive more than 90% of all traffic, for your hotel to be found on Google you need to prioritise key components of 'search engine optimisation'. The first page of Google is such a competitive battleground and your hotel needs to get everything right to be in the eyes of prospective guests. With Google constantly updating its algorithms and strategy, traffic coming in from multiple devices, and inconsistent SEO practices from travel websites, it's hard for hotels to get a clear picture of what is working and what needs to be done to increase traffic and conversions in the future.
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HERE'S SIX WAYS TO KEEP GOOGLE HAPPY 1. PLAN YOUR KEY WORDS EFFECTIVELY This requires you to approach the task from the guest’s perspective. Think about what travellers would be searching for on Google when planning their travel and looking for hotels to book in your area. Once you’ve thought about this you can develop a list of keywords you want to sprinkle throughout your website and analyse the traffic they drive before you implement them. A list of 10 is always a good start. It makes it easier for you to research and evaluate their effectiveness, and quicker for you to integrate them into your site. 2. CREATE A 'GOOGLE MY BUSINESS ACCOUNT Google My Business is a free listing that optimises all your hotel’s information into the right fields and makes it easier for travellers to get the details they want. This includes your hotel’s address and phone number, Google maps geo-marker, hotel photos, guest reviews, and other relevant information such as amenities. Providing you complete your listing properly, with the features listed above, Google My Business makes your hotel website instantly more accessible to travellers searching on Google.
24 || Luxury BnB || December 2020 www.luxurybnbmag.co.uk
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