Maximizing SEO Results for Hotel Marketing
Maximizing SEO and paid search, as well as getting the most out of local search results and Web and Google analytics, is essential for effective hotel marketing.
Maximizing SEO and paid search, as well as getting the most out of local search results and Web and Google analytics, is essential for effective hotel marketing.
In the past, when creating hotel marketing strategies, marketers were told to consider the three areas of:
I would add to these three other key areas for focus, especially for hotel marketers who are also search marketers:
Search marketing isn’t just about focusing on either SEO or paid search, but instead it’s about focusing on both. Only by seriously focusing on both SEO and paid search will you get maximum results. With Google’s Hummingbird algorithm, you should expect:
You should focus on the clear intent of each search query, but not only the keyword itself. For example, “accommodation” gets an extremely high search volume, but it doesn’t tell you the user’s intention – no location, no hotel room type, and so on. Therefore, hotel-booking conversion through such a search query tends to be very low. With paid search, the right process is to:
When doing a hotel/location search, the following results are likely to return high up on Google’s search results pages:
One out of three searches are now location-based, so it makes perfect sense to optimize your hotel booking engine website’s local presence on Google. One area is to start with Google Places.
Your conversion rate should be calculated from the number of users who have made hotel bookings over the number of users who visited your website. You can further evaluate the effectiveness of each traffic source by breaking your users down by traffic sources. For example:
The reports you should look at should include: