Benefits of Organic Search Engine Optimization: A High ROI Marketing Strategy

By Hillary S. Bressler Founder & President, .Com Marketing | January 27, 2012

So before I can convince anyone about SEO, I need to teach them "what is SEO and why should I do it." SEO is the science and art of attracting "free" organic traffic to your site. And this works in a way that is different than any other form of online marketing. It is a long term and high ROI marketing model. Dollar-for-dollar, search engine optimization offers the most cost-efficient website traffic-building tactic and can also deliver significant competitive advantages.

What is SEO?

Search engine optimization is the process of insuring your site listing appears among the top results of a search in engines such as Yahoo! or Google. The higher a website ranks in the search results, the greater the chance that the site will be visited. SEO is not to be confused with paid search, or Pay-Per-Click (PPC), where an advertiser pays when their listing in the "Sponsored Links" section of a search engine page is clicked.

A 2006 by Radar Research states that 75 percent of advertisers use organic search engine optimization (SEO) tactics, making it the most popular form of search engine marketing. Paid search came in second, with 71 percent of advertisers using this channel. Paid search comprised about 86 percent of total ad spending, while organic search accounted for a mere 12 percent of ad spending in 2006. Because of the competitiveness for some keywords, a significant number of dollars can and are being spent on paid search while SEO delivers results for significantly less.

What are your SEO options?

If your hotel is considering SEO as part of your Internet marketing arsenal, you'll find a dizzying array of options from vendors: phone consultations; website audits; on-going SEO consultation; and SEO consulting with implementation. You'll likely also consider undertaking SEO in-house versus outsourced professional services.

Coming up in March 2018...

Human Resources: Value Creation

Businesses must evolve to stay competitive and this is also true of employment positions within those organizations. In the hotel industry, for example, the role that HR professionals perform continues to broaden and expand. Today, they are generally responsible for five key areas - government compliance; payroll and benefits; employee acquisition and retention; training and development; and organizational structure and culture. In this enlarged capacity, HR professionals are no longer seen as part of an administrative cost center, but rather as a member of the leadership team that creates strategic value within their organization. HR professionals help to define company policies and plans; enact and enforce systems of accountability; and utilize definable metrics to measure and justify outcomes. Of course, there are always new issues for HR professionals to address. Though seemingly safe for the moment, will the Affordable Care Act ultimately be repealed and replaced and, if so, what will the ramifications be? There are issues pertaining to Millennials in the workforce and women in leadership roles, as well as determining the appropriate use of social media within the organization. There are new onboarding processes and e-learning training platforms to evaluate, in addition to keeping abreast of political issues like the minimum wage hike movement, or the re-evaluation of overtime rules. Finally, there are genuine immigration and deportation issues that affect HR professionals, especially if they are located in Dreamer Cities, or employ a workforce that could be adversely impacted by federal government policies. The March Hotel Business Review will take a look at some of the issues, strategies and techniques that HR professionals are employing to create and sustain value in their organization.