I’ve always wanted to write a headline like “10 Lessons Guaranteed to Improve…”. You see these all the time and they attract an incredible number of readers and eyeballs…but then I almost changed my mind. Usually, when you read through the article you discover that the “lessons” are generally a sales blurb for the company.
Like me a few years ago, I’m sure that what you really want are some very specific tips on what you can do, today, to make your hotel website more prominent in the Search Engine Results Pages (or if you like acronyms, the SERP’s). So, not to disappoint you, here are 8 sure fire, practical things to do including, at the end of this article, a final tip that always produces results.
1 – Make your web site the default for your browser and on all the PC’s at your hotel
Why I hear you ask? So that every time you or one of your team open a browser, you are confronted with your Home Page…when was the last time you really looked at your website?. Pretty soon you will begin to get bored with the way it looks or the content…as do your customers! And you will do something about it…our research has proven that web sites that regularly update their content do much better in the SERP’s than static sites. Plus, regular visitors to your site will also gain a good impression and sales conversion levels will go up too. https://www.bravesetup.com/
Follow closely with me as we are going to do this NOW…Open your favourite browser, enter your URL in the address bar, click go. Once your web page has loaded, click on Tools at the top of the page, select Internet Options. A dialogue box will open and on the General Tab you should see Home Page…now click on Use Current (the instructions are very similar for the Firefox browser)…your website will now load every time you open a browser. And suddenly its profile has become much more important to you…
The other interesting thing that will happen is that your team members will also start to give you suggestions and feedback on your website…they too will see it every time they open a browser. Many will start to write material or supply images from events that you can include on some sub-pages…and your website will come alive.
2 – Get your competitors to tell you the keywords you need to know
Ah…thought that would get your attention. Next, you need to discover the keywords that drive online business in your city or region…there are a few ways to do this, but here is an easy one. Go to Google or your favourite Search Engine and search for “your destination” and “hotel” (eg New York hotel) and look at the results in the first page. Click on the top one and when the page loads, right click in a clear space on the page. Notepad should open and you will be able to see the code that actually writes the page that you were on.
Somewhere near the top you will see some coding called “title”, “meta name=”keywords” content=, and “meta name=”description” content=…unless they have been particularly sneaky, you should be able to see an indication of the words that the webmaster thinks are important to include on the page to enable Search Engines to find it.
Do this for the next three or four sites on the Search Engine listing and you will start to see a pattern emerge…great isn’t it? Don’t you love it when the competition starts telling you how to improve your SERP ranking?
3 – Open a Google AdWords or Yahoo! Search Marketing account. Now that you have some hints as to what your keywords should be, you need to build on this list. We use more sophisticated tools but both Google and Yahoo! Search Marketing have keyword tools that will suggest additional keywords based on the ones you have uncovered so far. Eventually, this account will let you produce ads for the “Sponsored Links” part of their pages (we’ll tell you more in another article)…but for now we are just going to utilise their keyword tools.
Go to the Google Home Page for your country. Below the search box click on Advertising Programmes and then click on Google AdWords and then click on the Sign Up Now button…now is not the time to chicken out, be brave.
This will be the best $5-10.00 that you have ever spent. You will be stepped through setting up an account…when they ask you to enter some keywords, just put in a couple of the ones you have already identified. They will also ask you to build an ad; use your property name as the title, and just say something nice in the following two lines…you won’t be ready to publish yet but you have to go through the motions to get access to the tools.