A stand-alone SEO service for independent hotels to monitor and improve their ratings to increase website traffic, online bookings and revenue has been issued by e-marketing firm FastBooking.
The package starts with an exhaustive audit of SEO practices tracking 30 key points including traffic, semantics, linking and technical aspects of the website.
The analysis results in recommendations which the company can assist hotels to implement.
Hotel search is closely linked to destination search, meaning that hoteliers should adopt a destination-focused, local search engine strategy.
FastBooking products and services director Damien Balbo said: “SEO is the main entry point for a hotel’s website. 85% of users rely on search engines to locate hotel information on the web and, in 2012, 56% of hotel website revenue came from search engines.
“Search engine results clearly deliver direct bookings which is why it’s so important to stay ahead of the SEO challenges.”
Organic search result rules change regularly thanks to evolution of Google algorithms. A hotel that ranks off the first two search results pages is effectively invisible to travellers.
“Our approach is methodology-based and up-to-date with the latest search engine releases,” Balbo said.
“The main objectives of the audit are to identify how the site can be improved. Every report section of the audit concludes with specific proposals and priorities for improvement.
“Regular monitoring and adjustments are necessary to maintain SEO visibility and drive bookings to the hotel website.”