Hotel Marketing Coach

Neil L. Salerno, CHME, CHA

Building Traffic - Search Engine Optimization

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A web site is absolutely useless unless search engines can find it.

Search engine optimization is the process of improving the volume and quality of traffic to a web site from search engines via “natural” or “organic” search results for targeted keywords. Usually, the earlier the site is presented in the search results, or the higher it “ranks”, the more searchers will visit that site. 

As a marketing strategy for increasing a site’s relevance, SEO considers how search algorithms work and what people search for; SEO efforts should involve a site’s coding, overall design, content, and structure; as well as fixing problems that could prevent search engines from indexing and fully spidering a site.

More noticeable efforts may include adding unique content to a site, such as the HMC searchable photo galleries, quick facts pages, travel resources, etc. and ensuring that content is easily indexed by search robots, and designing the site to have the necessary sales elements to generate online reservations.  

Search engine optimization actually begins with the initial conceptual design of a web site. A search engine friendly web site incorporates the necessary elements into the design and content on the site. Applying SEO to a poorly designed and dysfunctional web site is futile. The site’s design, navigation scheme, and keyword richness of its content are essential to SEO success.

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 We define goals for reservation production because we never lose sight of the fact that the purpose of your web site is to produce room business.


Search engine optimization is a methodical process which continues long after your site is published.



Check with us for an individual proposal for your hotel. You need not spend thousands for search engine optimization.



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