3 Tips to Focus on For Hospitality SEO
When Hotels, Resorts, Lodges, and Vacation Rentals are looking for the most return on investment when it comes to Marketing tactics, search engine optimization, also known as SEO, should be their top priority. With various channels to choose from, SEO has demonstrated ROI regarding money as well as value for time spent on the strategy.
The Mystery Behind Hospitality SEO
Marketing channels such as email and social media are important, but both have a reach of a limited database. For instance, Facebook posts will only be seen by your fans, and not even all fans will see your posts. Where email campaigns will be focused on your CRM (such as TRACK CRM) email campaign. Effective SEO will help you get a regular supply of affluent travelers who may have never heard of you before but are interested in staying at places like yours.
Since SEO is one of the most complex marketing strategies for your company, many local agencies will work with your competitors who do not have experience with SEO in the hospitality industry. So let’s start out with our first tip to use a digital marketing agency with a Hospitality focus that is transparent and educational to avoid any mystery! With that being said, take it from us (TravelNet Solutions, a leading digital marketing agency in the industry), here are Three Tips to Focus on For Hospitality SEO.
- Tools to Track the Success of Your Goals
Setting goals for your company should already be a given, but to make these goals successful, you will need to implement tools to help you make it to your finish line. An example goal to track via SEO would be to boost your direct bookings. Check out how Google Analytics, an effective CRM, and Conversion tools can help you track success for direct bookings.
Google Analytics (FREE!)
Properly setting up your Google Analytics account will assist in tracking eCommerce conversions on your site. If you are utilizing a third party booking platform, you’ll have to work with them on this as well.
Getting people to your website is one thing, keeping them there is another. Using Google Analytics you are able to understand how people land on your site, where they explore your site, and when they convert.
An Effective CRM
When you implement an effective CRM you are able to keep phone call data and record on guest calls that come from your website. Creating relationships with your guests and utilizing lead management of a CRM, will help close more bookings, adding on to your goal.
These measurements are part of Google’s algorithm in search engine placement. Keeping someone interactive on your site and converting helps your placement score.
- Setup Your Page For Visitors to Interact
When visitors arrive at your website, you want it to be equivalent to inviting guests into your house. A nice welcome greeting, easy navigation, and a good host. One of Google’s and other search engines top priorities is to provide the best answers with relevant content to the asked question. When Google is successful, people will continue to use their search engine.
Keep in mind you want it to be easy to navigate regardless of how the visitor enters, they can find exactly what they need to find and quickly. This means making your pages very specific and focused. If your goal is to drive direct bookings here are some page ideas you want:
- Accommodation or room pages
- Vacation Rental Unit Pages
- Pages of Specials and Packages
A few tips and tricks to help your users interact:
- Use a Conversation Optimization tool. This will help capture visitors information for future visits and remarketing strategies.
- Create a blog page and update it often. By providing educational content with keywords will benefit you not only with SEO on Google, it will also help create credibility with your visitors.
- Track and A/B test call to actions. Implement a next step feeling for the visitor by having them submit their contact information. Make sure your call to actions are in high traffic locations, explain the follow up action which will occur once information is submitted, and that the CTA design is inline with brand colors and consumer behavior best practices.
- Site Speed is Impactful
It may seem like common sense that a faster loading site is more user-friendly, attractive to the visitor, and less frustrating, but the results that are affected by the site speed is astronomical. According to Amazon, a page that loads just one second slower had lost sales of $1.6 Billion. One second can mean that much? It can! The best practice to focus on is staying under that 3 second mark, and being quicker than the competitor.
You’re not only competing with the competitor across the street when it comes to SEO, you need to keep in mind that OTA’s are the king of SEO. Heck, it’s their job to get the most traffic to their sites, so if you can beat them in SEO, you’ve got it mastered.
If you’re questioning your site speed, let me give you access to this free tool of Google Page Speed Test.
That’s a Wrap on SEO
After reading this you should be able to define your company goals and understand that SEO inevitably will play a large factor in successfully achieving those goals. Learn about Google’s Ranking Algorithm and implement best practices for your website to perform.
If you need:
- Help reviewing your Google Analytics Account
- A Lead Management Software
- Help navigating your OTA’s vs Direct Bookings
- Questions on building a quality Website