When it comes to travel websites, most have the same goal – to turn website visitors into paid hotel guests. We know that this goal won’t change, but when it comes to generating and driving direct bookings, the there are plenty of avenues to explore.
Placing yourself on TripAdvisor and OTAs opens the possibility that travelers will eventually make their way to your branded website, but there’s also the possibility that they’ll book through that channel, for which you will have to pay a commission. In order to drive travelers directly to your site, and away from listing sites and OTAs, it’s important to have an optimized SEO strategy.
With the digital landscape being so competitive for everyone in the travel industry, keeping a close eye on your SEO strategy will help your business find its way to the top of the Search Engine Results Pages (SERPs) leading to greater visibility and ultimately, more direct bookings.
What You Can Do
Major search engine change their algorithms more than 500 times a year.¹ With this much change, the most important thing you can do is understand how SEO affects your business. It’s also important to know the right techniques to help increase search rank which we’ll discuss below. Your SEO strategy needs to be an ongoing effort that is you’re continuously looking to improve on.
Ways to improve
Providing informative, high-quality content encourages greater consumer engagement. This engagement leads to more time on pages, more pages visited, and lower bounce rates. These are all important metrics that search engines look to when determining page ranks.
**Tip** Don’t set unrealistic goals of adding fresh content to your website each day (it’s probably not going to happen). Instead, set up a content schedule for the next six months where you’re adding/updating information once every two weeks. Don’t be afraid to supplement your content updates with user-generated content!
SEO Strategy Implementation
By establishing goals and a plan, you’ll be able to prioritize what needs to be done with your SEO in an ever changing environment. By looking at monthly reporting and gathering data, you’ll be able to see what is working for your business and what isn’t.
Unify Local Search
A uniform local search presence is critical when it comes to SEO strategy. Going through listings across the web and ensuring they are uniform is key. Quick verification of local profiles while correcting any inconsistencies is important for local search.
This checklist provides some important things that you should be doing to improve your SEO.
SEO + So Much More
SEO is a single element in the digital world. There are other things to keep on top of when it comes to finding what works best for your business. We believe that with these simple tips, you’ll be able to increase your search engine rank and generate more bookings.
Ready to improve your SEO and online presence? Contact our Business Solutions Team today!
¹HeBS Digital: How to Jumpstart Your Hotel’s Direct Bookings Through SEO