SEO, or Search Engine Optimization, is the set of marketing and technology best practices to improve the positioning of a website in the natural results of search engines: this is called natural or organic SEO. In contrast to paid indexing (PPC), which allows you to position the website of your hotel at the top of pages Google pages.
Although the portion of the traffic generated by SEO today continues to decline in favor of paid traffic, it still represents on average 48% of the traffic generated on the official websites of the FASTBOOKING hotels customers in 2016 and remains a significant source of reservations.
What are the SEO drivers that will make traffic to the official website of your hotel explode?
Discover 7 tips to optimize your SEO!
You’re never without your mobile phone and perhaps you’re even reading this article on your mobile phone as well: For the first time in October 2016, there were more internet searches via mobile than the computer.** Meanwhile, Google announced that mobile has become a priority for indexing pages: Mobile versions will be favored at the expense of desktop.
A ‘responsive’ site is now a basic site! A mobile version with content (images, text, …) that improves the user experience on mobile makes all the more sense and undoubtedly contributes to improving your SEO.
Once you’ve found your target audience, tell them your story—one that will speak to them. Bring relevancy to the site so that it’s consistent with the needs of travelers using web content marketing techniques such as:
> “Copywriting” is content written by a professional according to your hotel’s identity and keywords that position it. An example of text produced by our team of professionals: http://www.hotel-lny.com/en/
> The “localization,” that is to say the translation adapted to the language, appearance, and expression of an audience.
> The use of video, for example, to increase the time that the traveler spends on your site: http://www.hotel-la-sivoliere.com/
> 3D maps of your conference rooms will help to view your space and allow the potential customer to more easily imagine it: Practical information such as the number of places, different possible arrangements … Our customers who have implemented 3D maps observed an increase of up 50% of generated leads! http://www.hotelroyalgeneva.com/seminaires-et-banquets/
> Finally, plans and interactive maps allow you to associate your business with points of interest. Your site is then optimized for search by location, for example, when the traveler is looking to book a last minute hotel close to a place where they are or if they’d like to stay near a point of interest (museum, conference center, park …)
Internal links are the items that link one page to another on a website. For example, starting from the main menu under the ‘Our Destinations’ tab of the Santika company website, you find all the countries where the Santika hotels are located linked to this page. This helps travelers navigate the site and allows search engines to determine the importance of themes. The higher a page is in the tree, the easier it will be to index and the better it will be likely positioned in search engine indexing.
Search engines analyze a page of code with HTML tags, so you have to pay special attention and make keywords appear in the tags which position your site. Regarding URLs, keep them simple and use your keywords in the beginning. Tags inform search engines about the subject of the analyzed page but can also inform travelers: The tags and meta data tags appear in the engine results.
And if all this doesn’t speak to you, you can always get help from one of our FASTBOOKING experts.
Today, the impatience of users is widespread: The longer a page takes to load, the more likely the traveler is tempted to look elsewhere. 57% of users abandon a page that takes more than 3 seconds to load! Be especially careful when designing your site.
Understanding your audience with a semantic analysis allowing keywords to be determined and your hotel to be positioned is now an essential step to improving your SEO. This will allow you to get the main line of traffic and thus identify how to attract travelers and respond to their search. The objective is to know which topics you need to address so that the engines define your hotel’s website as a true reference in relation to these content items. You can get this valuable information through your various e-reputation tools, with Google Analytics, or via your web partner.
A good mix of “social” – YouTube videos/links to social networks/customer ratings … -Increases the time spent on the site and thus improves your conversion rate. In addition, it increases the popularity of your website: The more it has links from domains with a strong influence (e.g.: Facebook, influential bloggers …), the more powerful its positioning.
To summarize: MOBILE/CONTENT/TECHNICAL/SOCIAL: those are the keys to a good SEO.
With optimized SEO, all you have to do is just boost your sales via the conversion enhancement techniques (Stress Marketing …) and paid traffic acquisition techniques.
Our WebStudio and its experts offer SEO audits to help you understand and better position your business. Don’t hesitate any longer, contact a FASTBOOKING expert.
*Source: FASTBOOKING traffic observed based on a sample of 2,250 Hotels
** Source: ZDNet – 2016
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