Having a strong presence is essential in today’s competitive digital landscape to improve occupancy and drive revenue to your hotel. We have developed a unique digital marketing programme designed to reduce reliance on OTA’s and third parties allowing you to take back control of your direct revenue.
It’s time to take back control of your Direct booking Channel.
From international hotel chains to high-profile travel agencies, Local SEO has worked with some of the travel industry’s most noteworthy players. Our client partners trust us to take them to the top of the SERPs and drive bookings through SEO keyword research, SEO content creation, link building and other tactical strategies.
The travel industry is a highly competitive one, complicated by a cluttered field of local, national and international players. In this ever-evolving space, the Internet remains one constant: According to a recent survey of travellers, over 50% of all bookings happen online. More importantly, about 65% of those bookings happen directly on a brand’s website.
While this poses a great opportunity for digital marketers looking to reach eager and engaged travelers, it also means that web content must be optimized in order to connect with these prospective customers. Local SEO works with an array of noteworthy travel organizations to drive high-quality organic search traffic, craft compelling and linkable content, produce category-defining content and increase all-important bookings.
The client runs a hospitality business for over 3 decades in a highly competitive and touristic region. The hotel has a proud history of providing hospitality of the finest standards. But, it's internet marketing was letting it down. Potential customers could not find the Hotel on the first page of Google when they were conducting research for "holidays" and "spa breaks" in the region.
80% of all search engine users never look past Page 1 of Google's results. Stuck on Page 3, the Hotel was losing out on 100s of potential customers every day.
We were tasked with rectifying the situation - and within 6 months we had the Hotel positioned prominently for "spa breaks" and "short breaks" on Google's first page.
The first item on our agenda when starting a new Local SEO campaign for hotels is to understand our client and their goals. Through our discussions with the management we discovered the most important new business The Hotel wanted to drive was for weekend getaways, romantic weekends and spa breaks.
Bearing this in mind we then conducted detailed research into the tourism market in the region, both from a SEO and general marketing standpoint. We analysed the competition and reversed engineered the SEO strategies of the hotels ranking best in Google. This provided valuable insight into the exact strategies working in Google for tourism related keywords.
We then put together a keyword strategy that would deliver large numbers of interested visitors to the site. This was based on thorough keyword research: we analysed 100s of potential keywords and selected only those with the highest volumes of monthly search traffic.
With our target keywords in hand we then went about implementing a full technical analysis of the Hotel's website.
What we discovered was not pretty. Despite a "SEO agency" working on the site previously there had been no effort whatsoever to integrate SEO best practices into the website's code. We drew up a plan of recommendations which included, but was not limited to:
Off-Page SEO is essential to the success of a SEO campaign. Most experts attribute 65% of a campaigns performance to it.
Off-Page SEO involves acquiring high-quality "backlinks". In short, the more high-quality backlinks your website has, the higher your website will rank in Google. As part of our on-going SEO work for the Hotel we developed a backlink acquisition program. Each month our team of content marketers produce guest blog posts, editorial pieces and other content that will appeal to webmasters, owners of blogs and social media content distributors. We then manually reach out to interested parties to see if our content can provide any value to their visitors or fan-bases. If so, our high quality content gets distributed around the web and great value is provided both to those reading our content and us, as a new backlink has been earned.
Right from month one, we created a list of the most relevant niche related keywords and our team of content writers started creating, proofreading and uploading content to the client’s website blog.
Our team optimized the hotel blog according to SEO best practices to get keywords in many categories such as restaurant, wedding & meeting, destination related and more to rank on the first page of Google for location related searches.
The content creation combined with our link building strategy allowed to website ranking to grow and was a success with search engine visibility climbing quickly immediately after the SEO campaign launch. It continued to grow strongly over the next several months.
Organic clicks deriving from the increased visibility in search engine results pages also climbed dramatically.
This had a huge impact on the hotels sales. 12 months after our initial audit, revenue from organic traffic had increased 400% and transactions by 600%.
The SEO campaign contributed an additional 60,000+ Euros per month in revenue over the period pre-SEO and did so at 15-20% higher profitability than bookings via Online Travel Agencies.
For travel businesses seeking to rise to the top of the SERPs, bring in high-quality organic web traffic, and increase bookings online, having a nuanced and well-implemented SEO strategy is absolutely essential. At Local SEO, we understand the obstacles that many enterprises face in succeeding. Our adaptable and knowledge approach has been the solution for industry-leading travel brands who rely on us to assist in all stages of the sales cycle. We have selected as one of the top digital strategy agencies in 2021
For many of our travel partners, this begins with an initial technical SEO audit, wherein we identify potentially penalizing site issues such as broken links, duplicate content, incorrect metadata implementation, and other issues. From there, we work to address those issues and provide a foundational go-forward SEO plan, one that often involves both keyword research and SEO copywriting, often focusing on geo-targeted search terms and themes. In many of our ongoing collaborations, a client’s web presences are continually optimized to ensure high-quality performance.
Regardless of how we work with our hospitality clients, one element remains consistent: Our turn-key approach and ability to scale as needed has made us a valuable resource and a critical part of their overall successes.
If you would like to know more about how Local SEO can help your hotel or hospitality business grow with our SEO solutions, contact us for a free