Search engine optimisation strategies

What is SEO?

Natural search engine optimisation (SEO) is a set of targeted techniques and strategies designed to improve the visibility of your site in search results over the long term. Unlike advertising campaigns (SEA)the SEO focuses on relevance, content quality, technical optimisation and online reputation. These efforts, while gradual, will generate free, stable and targeted organic traffic, with tangible benefits such as increased direct bookings, improved local positioning and enhanced brand recognition.

Search engine optimisation is an art that evolves over the years as search engines modify their tools. Whether it concerns a hotel or restaurant website, a tourism business that has already been set up or a site that will soon be launched, the effects of SEO actions are not usually seen for several weeks. SEO (Search Engine Optimization) comprises two distinct parts

How does SEO work?

Search engine optimisation strategies

OPTIMIZATION
"On site

On-site" SEO is all about optimising your site for Google. This phase of natural referencing is put in place when a site is created or optimised, and aims to make browsing as easy as possible by acting on multiple parameters:

  • Editorial optimisation writing rich, unique and engaging content, incorporating relevant keywords (main and long tail) in titles (H1, H2), texts, alt tags, meta descriptions and URLs

  • SEO HTML structure page titles, URLs, meta tags, semantic formatting

  • Optimised images quality, size adapted to performance, clear file name (e.g. "chambre-luxe-lyon.jpg"), descriptive alternative text

  • Structured data (schema.org) use of tags to indicate the address, opening times, notices and prices, so that they appear in enhanced extracts

  • La caching of the website in order to serve content more quickly to the customer by reducing the physical distance between the server and the reader

  • Optimising internal linking pages by ensuring that each page is linked to the others via logical links and appropriate anchors.

  • Performance & mobile-first fast loading (target < 2 s on mobile), responsive site, browser cache, code minimisation, removal of blocking resources

  • As well as a host of other technical operations

Optimising the structure and content of your site is the first step towards a successful website. natural referencing successful for a hotel business. This includes reading and analysing the behaviour of your pages, both in the visible part (content) and in the "hidden" part (code).

Hotel Web Design is a Google partner with the Google Hotels: our booking engine customers automatically benefit from booking links for Google links to our customers' sites are visible directly from Google search, Google Maps and the Google My Business insert! These booking links are an important referencing vector, and represent 10 to 15% of additional commission-free bookings for our customers! 

Search engine optimisation off-site - also known as backlinking - covers all the actions taken to increase your visibility on the web by getting other sites talking about you. For Google, each link pointing to your site acts as a vote of confidence. The more quality links you obtain, the higher your profile and your ranking in search results can rise.

However, not all links have the same value: a link from a high-authority site that is relevant to your sector (local tourism, partners, specialist blogs, etc.) will have a much greater impact than a link from a small site with few referrals.

Our preferred approaches :

  • Quality backlinks : creation of links from reliable, recognised sites directly related to your business.

  • Local strategy optimising your presence on Google Business Profile, listing in professional directories and partnerships with tourist offices.

Thanks to our specialisation in the hotel and catering industry, Hotel Web Design Over the years, we have developed a solid network and a natural referencing system that is particularly effective in this sector. When we create or optimise your site, some of this visibility is automatically passed on through the links we place to your site from our own.

Optimising inbound links is a strategy that needs to be precisely thought out and measured so that the natural referencing of your hotel-restaurant fully achieves its objectives.

Search engine optimisation strategies

OPTIMIZATION
"off-site

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