Content marketing begins with getting a general understanding of your target audience, and then tailoring the customer journey around these findings. Content has to engage, inspire and enhance the general user experience.
By empowering an audience with creative, concise content, including local attractions and activities, trending topics and eye-catching visuals you are already on the road to instant success. Your content has to be optimised for conversational and local search and saturate a diverse and wide ranging variety of channels-from your own webpages to blogs and then to Facebook.
Look at different KPI indicators, for example time spent on a page, bounce and click-through rates and engagement patterns. This then enhances the content and encourages people to respond via mobile, and makes them more likely to make a reservation.
Keyword research comes in extremely handy, as you can use keyword tools such as Google Adwords in order to enter search ideas and terms which you think people may look for when they are planning a break away. They can really let their imagination run wild, and let Google come back to them with the end results. This information can then inform landing pages and blog posts as to how successful their research has been.
When researching keywords, it is important to remember that you have far more chance of ranking when it comes to including long tail keywords which are basically longer, more specific phrases. Long tail keywords are certainly easier to rank for, but they result in far less search traffic overall. That being said, the search traffic which they do generate is often of a superior standard.
You need to take everything into consideration when it comes to piecing together a detailed hotel SEO strategy and researching hotel-related keywords. It is safe to say that no-one is searching specifically for your own brand name (it is always good to use Keyword Tool to check this). Often when you surf the web, there will be a brand name placed right in front of a meta title. Meta titles are read by Google, and then are presented in their search results. The meta title is also seen at the very top of your web browser or in a tab if you have multiple windows open at once.
If your hotel website design uses an integrated content management system such as WordPress it can be relatively easy to customise your titles so that they relate to your brand as a whole. The specific field which you are looking for when editing a page or post is the meta title. Whilst meta keywords are normally seen as redundant in this day and age, the meta title and meta description fields are directly pulled in to Google, which is why you should still use them.
One thing which you do not hear people talk about that often is the heightened importance of a website’s internal link structure. Some individuals argue that an internal link structure is not that important in the general scheme of things, but it can hold more sway than links to your site from elsewhere.
For example, if your hotel website attracts a first-time visitor who then navigates their way to the room page, then what would the next step be? They could end up looking at available options for a single room; however what they are really after is more information regarding rates for double rooms instead.
If the user cannot easily navigate from the page providing information about single rooms to the double room page, are they likely to peruse a site trying to search for the link, or move away and book with another hotel instead? This is the practical side of having an organised internal link structure. You risk losing customers, and have a higher chance of converting visitors to your site.
With landing pages it is always a good idea to have a lot of links which direct you straight back to them. This is vital to effective hotel search engine optimisation. Your landing page is also a sales page; therefore you do not want to give users the chance to bid a swift and hasty exit. Some people will even go as far as to remove main navigational links in a concerted effort to assist visitors further down the sales process.
Both the Google Search Console and Google Analytics have specific functions and dimensions, but they both work together so as to guarantee maximum effectiveness and usability.
Analytics is a completely different entity. Whilst Search Console is primarily known for controlling the management and indexation of your website, Analytics is used to gather insights, statistics and reports into the traffic that your site receives.
From sales tracking to goal and conversion management, Analytics offers a fantastic array of tools to keep up to date and record exactly what is happening with users on your website. Just like Search Console, Analytics is a technically-advanced and immense website. There are a lot of brilliant guides and resources which you can take advantage of which will help you get to grips with Analytics, and ensure that you know exactly how it works.
Google Places and Google Plus are very similar to Search Console and Analytics in the way in which they work together. If you have a business with an enhanced physical presence, then you really cannot to afford to ignore Google Places. And, if you want to increase your search engine ranking further, then you should not cast Google Places aside either.
Google Plus is Google’s very own answer to Facebook. The biggest advantage that it has is that you can build your very own community within Google’s social network. If people want extra data relating to your company then where are they going to look? They will definitely check their personal social network before looking on other pages and your website. Having a Google Plus page and making connections via this medium will really help you to get on the right side of the world’s largest and most dominant search engine.
Being registered for Google Places allows a small box to pop up on the right hand side of Google as soon as you start to search for a specific business or brand. It also makes your hotel visible on Google Maps. Normally, this information displays a mini Google map relating to the address of the business, and where it is located.
It also provides information regarding the phone number of a hotel as well as when you are allowed to check in and check out. Registering for Google Places helps search engines pull out individual phrases and optimises their listing, and will attract even more attention.
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