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Hotel SEO (search engine optimization) is probably the most cost effective marketing discipline for generating high value hotel visitors. A high ranking position for a key search term will bring in large numbers of potential consumers to the hotel website. SEOs or Search Engine Optimization should be a core component of any hotel marketing plan. The Internet has had a tremendous impact on hotel marketing. Each day there are millions of potential customers making geographically targeted searches for hotel accommodation, hospitality, wedding venues and conference facilities via the major search engines. Search engines are therefore the ultimate direct marketing channel for hotels of all budget levels and locations. Hotel SEO is the key online marketing tool to unlock that potential. The Transformation Hotel Internet Marketing has been transformed by search engine marketing. Hotel accommodation is typically searched for using locational searches. The more popular and valuable search terms tend to be highly competitive. One option is paid search. But a complete reliance on paid search means higher costs of customer attraction. Search engine optimization, even in a basic form, will reduce those costs by diluting the reliance on paid search traffic. A well structured SEO campaign could lead to the vast proportion of hotel customers being acquired via organic search. Hotel SEO has therefore become the most critical marketing tool for communicating with the hotel visitor. Many hotels today are mostly dependable on specialist online hotel booking agencies for their search engine presence. This means their bookings are under the control of third parties that can direct their traffic to alternative accommodation providers. Only an integrated approach to search engine marketing, embracing both paid and organic search can deliver relevant traffic at competitive cost levels. Even in last year many Hotel websites had remained poorly optimised ignoring the immense potential benefits of hotel SEO. Six Components of SEO The following are six key components to a successful approach to SEO management. 1. A clear fit between your website offering and marketing strategy 2. Keyword research and selection 3. Clear website design and navigation 4. Quality page content - copy, images and other collateral 5. Topic related inbound links 6. Content related meta tags SEOs attract visitors Search engine optimization can provide on the website traffic-producing visitors. These visitors should be potential customers. Ultimately it is additional sales and margins that govern the success of SEO. The overall marketing strategy depends on how well the keywords can be targeted and the website design and navigation fits the overall requirement. Keyword research and selection Keyword research and selection is the first stage of SEO. Select phrases chosen should be both relevant to the individual business and likely to be used by prospective customers. Keyword research should distinguish between generic words and phrases that have large search volumes and more selective phrases that have a higher propensity to convert into paying customers. Website design & navigation This refers to the visual or technical features that enhance site's attractiveness. Other technical features, although aesthetically pleasing, may well damage search engine visibility. A key component of website design is navigation. Visitors to the site need clear pointers to help them find relevant content. Website content Content refers to the text, images and other visible material on site that a visitor to the site actually reads or looks at. They need to be informative and persuasive. Avoid writing specifically for search engines. The ultimate goal is to attract marketing prospects and convert them into customers.
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