Competition identification and analysis is a must. It can help identify linking partners that impact sites rankings on search engine results pages (SERP's). Google uses page rankings to indentify sites by popularity. The more relevant links to your site is an indication that your site is an expert in its field. The ranking was invented by Larry Page of Google. Competition identification can also help identify key words and keyword phrases that they are targeting to get high ranking in the SERP's (Search Engine Results Pages). Once the competition analysis is done key word research begins.
Identifying the correct keyword/keyword phrases for a site is critical to the success of a site. Ultimately, keywords/keyword phrase must be chosen by it's relevance to the hotel, its demand generators and competitors. This combined with choosing keywords/keywords phrases that have a high KEI (keyword effectiveness index) are industry best practices. KEI is determined by taking the number of search queries in the past thirty days squaring that number and then dividing the results by the number of pages competing for that keyword/keyword phrase. For example a keyword with 300 searches per month with over 1,000,000 pages indexed in a search engine would have a low KEI and not be a good keyword to target. Often times web site owners will only research keywords for their home page. Each page of a website should be considered a gateway or silo page to the site (SILO, yes just like the ones in the Midwest). Keyword research must be done for each page of the site.
Incorporating Keyword/Keyword Phrases
Once keyword research is done and approved they must be incorporated into the coding of the website. Most search engine friendly web sites are built with XHTML and CSS. There is more than one way to develop websites. Sites are built in several different coding languages including, FLASH, PHP, COLD FUSION, the list goes on. Currently it is a SEO best practice to develop static sites with XHTML and CSS. The justification for this is that the search engine spiders are not keeping up with the prolific growth of other coding languages and currently their spiders can read and index sites with this code better than the other languages. Incorporating keywords includes adding the keywords to title tags, meta description tags, meta keywords, alt tags (alt tags are used to identify photos as well as facilitate meeting web site ADA compliance)
In addition, the chosen keyword must be incorporated into the content of the website. Content meaning the descriptive text entered into the site. There is a measurement used call keyword density analysis. A Current SEO best practice is to include 150 to 800 words on a silo, or home page. Within that text it is recommend keyword density levels of 3% to 8%. This is calculated by dividing the number of keywords by the total number of words in the text for the page in question.
Search Engine and Directory Submission
Once the site has been developed or re-engineered and keywords are incorporated into the pages, the submission process begins. A best practice is to submit the site directly to the search engine. This is known as an individual submission. There are several services that will submit a website to dozens, hundreds and even thousands of search engines. Some of these services will do multiple submissions and can hurt your site's ranking. Two critical directories that are necessary for success of a site are Yahoo and DMOZ (open source directory) these directories are reviewed by humans. At minimum submission should include Google, MSN, Yahoo, AOL, All the Web, Jayde, Hot Bot, iWon Search, ExactSeek, Northern Light, Whatuseek, Dogpile, DMOZ (Open Source Directory, is used by some search engines to produce search engine results pages (SERP). After submission comes the post submission analysis. This is a process that monitors the sites submission and inclusion into the search engines and directories, as well as SERP rankings. Dates of submission are recorded into SLS (search engine submission log sheet). Each submission is monitored for inclusion. Once the inclusion is found the date is recorded into the SLS.
Search Engine Monthly Management and Monitoring
After the site is listed then the process of monitoring rankings begins. Analysis is performed and rankings based on keyword strategies are recorded. This report helps refine the keyword strategy and make changes as necessary. In addition, analytic code is added to the site prior to submission for the purpose of monitoring unique site visitors, bounce rates, length of time on site, ISP identification (ISP tracking helps identity regional source interest and can be tracked to a zip code). ISP source information can be used for offline marketing such as direct mailing, newspaper and magazine publications, radio, and other media.
Bottom-line is make an investment in your hotels web design. Include hotel search engine optimization as part of your hotels internet marketing strategy. Prepare yourself for success. Take action to level the playing field with your competitors, or get a competitive advantage within your competitive set of hotels.
Workman_HIMS is a cost effective and affordable hotel internet marketing service that can help you with your hotels online marketing strategy. We can help you get that competitive edge in the competitive online distributions channel. Contact us today for information about a cost effective and affordable hotel internet marketing solution introductory package for your hotel.