Okay, you’ve done the hard work of getting a well-designed and user-friendly vanity site. Now it’s time to maximize its potential. The question is where to start and what items are most important to focus on.
Google is transforming its search results to show that it understands not only site content, but also its users and the relationship between the two. Since today’s customers are increasingly skilled at using the Internet to find what they need, it is important that your content be written to engage the searcher on their specific search requests. This can be accomplished by knowing two things: how your customers think and the impact of localized SEO tactics on your site.
Google, Bing, and other search engines are constantly working to make search results more and more relevant to the searcher. For example, on May 30th, Google converted 80 million Google Places pages into Google+ Local pages. This means your Google Places page has now become a social environment where you as a hotelier can engage with your customers and their circles. Within Google+, people and their friends are actively recommending local businesses, including yours, based on their personal experiences to each other.
So, to build a strong website that gets found, you have to include many local keywords in multiple combinations in as many natural places as possible throughout your site, including places like the title, meta-description, and header text.
Understanding the needs of your customers translates into creating copy that is marketing and consumer benefit focused. If your customers are mainly leisure travelers, for example, your site should include content that explains exactly what a leisure traveler can enjoy at your hotel and its surrounding location. Customers need to find your site relevant to their interests or they will leave, a fact that search engines note as they determine your content relevancy score when deciding to list your vanity site as a top result or not.
Another important way to increase the opportunities for your website to be found is in networking with other local business and building relevant links back to your website through them. The more links to your site that Google and the other engines see, especially from websites related to your content, the more likely these engines are to display your site as a top result. One way of doing this is having a link back to your site from any groups that have business coming in to your hotel. You can also build special landing pages for these groups and their events.
Once you have done the work, it is important to track the results. Spend time in your website’s analytics looking at what your visitors find important. What pages are they viewing the most? What keywords are bringing them in? What areas are they from so you can continue to fine-tune your local search terms? Don’t forget to pay attention to what visitors don’t find important and review your bounce rates. This can clue you into parts of your site that need a fix.
If you’re curious to learn more about SEO techniques and other tools that can increase your website’s visibility call me at (407) 998-8007, send me an email at firstname.lastname@example.org, or visit us at www.emax-1.nationalnet.com/emaxhotelmarketing.com. We’re always here to help.