10 Tips for Improving Your Hotel’s Google Rankings
Hoteliers in the digital marketing world should know that organic traffic is one of the main sources for acquiring new visitors.
Using relevant and specific keywords or themes should be one of the primary objectives of hoteliers that want to establish and grow their online presence.
Two key factors of SEO are the positive experience of the user and the relevance of key term searching. These are fundamental requirements to rank in search engine results. If you start off with a high quality product, the rest will be more technical and will require the use of technology.
Organic search engine results play a key role when a traveler is choosing his vacation destination. As competition continues to increase, content optimization becomes a necessary practice to drive traffic that, if properly managed, can become customers.
Once you have accepted that organic positioning will become one of the pillars of online strategy, it is necessary to take into account the following aspects to improve your web content and hence your hotel´s competitive positioning:
Content generation. It is important to create high-quality content with a word limit of 1,500 words to get the largest number of external links. Complementing this content with videos and high quality images will be a way to increase the impact you have on our website´s traffic.
Backlinks. Creating relevant content will be fundamental so you can promote your site through link building. The idea is to be linked to websites with high Page Rank , so that you can improve your own page rank, and, in turn, improve your hotel´s competitive positioning.
Languages. If you are targeting a specific country, it will be necessary to tailor your content to your targeted user´s language. Additionally, it is highly recommended that you analyze the type of searches in these markets and readapt your SEO strategy.
Keywords. It is important to create content based on intent search terms to cater to travelers. Meeting these needs and using quality content will be of vital importance for higher competitive positioning.
Flash. Although it may seem strange, there are websites that still use Flash technology. Get rid of content associated with this type of technology or create a website that does not support content in this format.
Photos. In addition to opting for high quality images, it is no less important to write ALT tags for an image. This means that you must add a text associated with the content that appears in the image to improve accessibility to your website.
Speed. As of 2010, Google rewards sites with a faster loading time. It is estimated that the web loading time should be fully loaded in about 1.4 seconds. Therefore, your best bet is to use a website with light content that is not overloaded and has easy- to-read content.
Url. URL personalization using keywords is another aspect that is valued by some SEO professionals. Creating URLs of no more than 100 characters and with words separated by dashes will be factors that will benefit your website´s competitive positioning.
Cellphone. Websites that are mobile optimized and are perfectly adaptable will be a differentiating factor for SEO positioning. Google is continuously giving more importance to mobile navigation since its use is a growing trend among travelers.
Site Map. Creating a clear and accessible Site Map and registering it with Google facilitates the task of of content- indexing. Your hotel must have a well-defined and planned content structure and make web content accessible to both the traveler and Google.
Once you have taken care of these elements, you will need to perform a web content analysis to monitor page content and the improvements made. Organic positioning is a living, dynamic and changing activity that needs constant development and supervision. Transferring your good results from the digital world to the physical world, and vice versa, will be the job of your marketing team. If your product is of high quality, the rest simply involves communicating your product and providing the best offline customer experience.