Consistency and continuity is key
The web is fast transforming into a virtual real estate for business houses. According to Google 97% of people research on the internet about products and services, irrespective of whether the purchase is made online or offline. A growing segment of consumers are adopting online transactions to make purchases. When it comes to the hospitality industry, online hotel bookings seem to be growing at a rapid pace. This makes it important for companies and especially talking of our industry – hoteliers – to make their presence felt online and connect with consumers over multiple touchpoints across the web. Needless to say, creating a website for the hotel and marketing on the internet is a crucial phase in driving online bookings.
So you have a website, but how do you ensure that your website is being found by the right target audience?
Search Engine Optimisation plays a crucial role in ensuring that your website is attracting the right audience to your business. People search the web using various keywords. Search Engine Optimisation makes sure that your hotel’s website shows up for relevant keyword searches. However, it is a misconception that optimising the website with necessary keywords and performing a few significant steps such as web listing can assure the site a lifetime prime position on search pages. Unfortunately, it is not so.
SEO for hotel websites should be a continuous process. Why?
If you want your website to consistently rank among the top positions of a search engine page, SEO needs to be a continuous effort. To ensure that you are driving maximum ROI from your hotel’s online marketing efforts, ensure you are undertaking SEO activities day-on-day, month-on-month. There are various reasons why your website’s ranking may go down if you’re not performing SEO activities on a regular basis.
The market is dynamic:
The hospitality industry is constantly evolving. New hotels are entering the market regularly. Offers and packages change based on seasons. Consumer search patterns also change with time. For instance, a person may be looking at ‘hotels close to the airport’ on a weekday because he is travelling on business. However, the same person may be looking for a ‘family resort’ when travelling on a long weekend.
This means the content of your hotel’s website needs to be constantly refreshed to ensure you are being featured on the search pages for the relevant search terms.
Competition is undertaking SEO activities too:
Along with you, your competitors are also optimising their website for the search engines. They are undertaking similar SEO strategies for their hotels, just as you, to feature among the top positions. The algorithms of the search engines are set in a manner that it scans through each website from time to time. When it finds fresh content that is optimised with the right keywords, it will feature it higher on the search engine pages. This means if your content is outdated compared to your competitor, you will be ranked lower than your competition. And thereby lose the opportunity to market your hotel online to potential customers.
Search engine algorithms change:
In a constant endeavour to deliver relevant content to users, search engines keep modifying their algorithms. It is also done to ensure companies do not resort to ‘black hat’ techniques to improve their search engine ranks. Thus, SEO algorithms are constantly evolving to make sure only the most relevant of sites are displayed on search engine pages. However, as the algorithms update, your current SEO strategies may become outdated. Hence, keeping pace with such algorithm updates needs fresh approach to hotel SEO from time-to-time.
Technology, today, is in a state of rapid progression. Its effect is felt across all spheres of life. SEO for your hotel’s website also needs to be aligned with the changing technology to ensure you are driving maximum audience to your site. The foremost among such changes is the adoption of mobile technology. Google, for instance, has adopted a mobile-friendly SEO algorithm, enabling businesses to compete for page ranking for searches made on hand-held devices. There are certain criteria that each hotel website needs to follow in order to rank on mobile devices. Considering a significant amount of search is made on samrtphones and tablets, it is crucial that hotel websites are also optimised for mobile technology.
Hence to drive greater business through online marketing, it is imperative for hotels not only to adopt SEO techniques, but also perform them continuously. SEO is both a skilful activity and a time consuming process which needs the online marketer to constantly stay updated about market dynamics and algorithm changes. That’s why you need a dedicated team of experts who understand the nuances and challenges of SEO and can chalk out a strategic plan that will help your website show up for relevant searches among the top positions of search engine pages.
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