Choosing the right SEO to increase your customer base
Our agency, Hotel Web Design, is an expert in natural referencing for the hotel and restaurant industry. We create turnkey sites that are verified by natural referencing experts who will help you maximise your chances of being the best referenced.
In this article, we'll look at how to improve your hotel's ranking on Google. Google is the undisputed world leader in search engines, accounting for 65% of market share, while Safari has 18% of world market share. To reach the widest possible audience, you need to be on Google. For your site to be on Google, it must be in the Google index. In 2021, there will be 130,000 billion pages in the Google index.
For your site to be included in the index, it must be identified by Google as being relevant and worthy of being presented to Google users. Google has robots, or bots, that scan all the sites and add them to the index or not. If they are not indexed, then Google has a problem with the content of the page in question. Using Google Search Console, you can submit an indexing request directly to Google by inserting the URL of the page you want to make visible.
Natural SEO
Implementing a web strategy necessarily means getting traffic to your website, but to be visible on the web you need to be referenced. Search Engine Optimisation (SEO) is the simplest and most cost-effective way for a web company to gain visibility. Search Engine Optimisation encompasses all kinds of techniques and tricks to make your site stand out from the rest and reach the top of the results. There are different rules that can be easily followed.
The 10 commandments of SEO :
- Have a unique SEO page title, nobody has used this title before.
- A coherent overall theme, the use of keywords and synonyms.
- Show the theme on the first page, in the first paragraph.
- An average length of 1600 words per page or article, minimum 600 words.
- The site must be responsive, it must absolutely adapt to mobile phones.
- Add a meta description with keywords that is not too long.
- Integrate external links: content on your site links to another page on your site.
- Give images a title and alternative text using keywords
- Include external links to partner sites or articles in your textual content.
- Separate your texts with these titles in the form H1; H2; H3; H4, bearing in mind that there will only be one H1, your page title.
If you follow these points, your pages will be referenced by Google. They may not appear first, but you will already be visible on Google. There is no magic formula for really appearing first on Google. Only unique, original, well-structured, high-quality content will be referenced if all the other steps have been followed.
Google's algorithm
Google's algorithm is mysterious and complex to understand. In fact, it is used in the singular here, but Google superimposes hundreds if not thousands of different filters and rules to either penalise or favour a website according to these practices.
The name of Google's algo is Core UpdateIt is regularly updated, so the conditions for referencing may change. The only thing that hasn't changed is that Google is absolutely looking for quality content.
The Core Update algorithm includes old Google algo's such as Pinguin and Panda.
The Pinguin algorithm ensures the quality of incoming and outgoing links. It fights spam. This is very important for SEO, as it will punish useless link stuffing that has nothing to do with the subject of the page and favour sites that use them in the right way.
The Panda algorithm will distinguish between "good" and "bad" websites. It will analyse the content of a site and deduce whether it is relevant. This algorithm will act as a cleaning filter: bad sites will not be included in the Google index for referencing and good sites will be favoured.
Building inbound links
Once Google has registered your website and its various pages in its Index, you will be visible on the web, but depending on the relevance of your content you may be on the 5th page or even the first result.To put all the chances on your side and be the best referenced, you should use netlinking. This consists of making a website A appear on another partner website B so that visitors to this site also visit site A via a link. In this way, the site's visibility increases and it benefits from better referencing.
You shouldn't choose just any website. The choice of partner sites on which you wish to appear must be well thought out and relevant. For example, a hotel website has no reason to appear on the website of a clothing brand. They are two different domains and there is no link between them. It wouldn't be relevant and the Pinguin algorithm would notice it straight away, so your page wouldn't be referenced.
Paid referencing
Paying to optimise your search engine optimisation? That's also possible.
Various tools can be used to achieve this, including :
- campaign Buying keywords to appear in the ads at the top of pages when a search is made on Google. For example, a hotel located in Saint Jean De Mont can buy the following keywords: "Hôtel Saint Jean De Mont" if it wants to appear in these ads. As soon as a click is made on the ad, the hotel owner must pay.
- Google Hotel Ads Google Hotel: In addition to non-commissioned appearances, Google Hotel offers sponsored results, which are placed above the other results. Hotel advertisers will be required to pay Google a commission for each click on the ad.
- Ads on social networks: Most social networks offer a number of paid advertising formats, such as stories or posts directly to the user's news feed. To target potential travellers, hotels can choose demographic criteria such as age or city, but also criteria linked to the traveller's centre of interest...
Check out our article on Google Hotel ADS "Setting up Google Hotel ADS for a hotel
Around 50% of visitors enter our clients' sites thanks to the natural referencing work we have put in place. The remainder search directly using the hotel name.
Since March 2021, all hotels have been able to benefit from the free Google booking link.
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