SEO PR Boosts Google Rankings

By Lorraine Abelow Founder & President, Abelow PR | January 14, 2018

In the hotel industry, it is vital that your website rank high on page one of Google.  That is a given in our digital age, particularly in the intensely competitive hospitality industry. Diligent SEO PR agencies, which translates in simple language to online public relations, is the discipline required to insure you’re getting effective digital marketing. It is a fact of life: users who search for a travel destination must see your hotel site at the top of the listings to attract guests. Brand awareness is also built by coverage in the media, and necessary to integrate into your plan as part of the marketing mix.

When a traveler searches for where to stay in your destination, in most cases, they will skip right over the sponsored listing, which they know are ads -- to the organic content. In fact, 80% of visitors to the web immediately go to the articles that are entered, and particularly when they are the most reputable publications. It’s subliminal and instinctual: we resist what’s paid, and believe what editors or fellow travelers, especially in the case of the almighty TripAdvisor. 

High Authority Publications 

When an experienced hotel or luxury PR pro places stories for you in authority sites like Travel and Leisure or the Huffington Post, those reviews will be indexed at the very top of the listings. Google ranks media outlets by credibility factors, which you can see for yourself on Alexa. The most reputable media will always appear first.  

Blogger outreach and stories in major market newspapers such as the Los Angeles Times and The Chicago Tribune will rank also very high. But how does one go about this tricky business? 

Since PR and website content should work in a collaborative fashion for the best results, you have to trust the best talent to make sure everyone on your team is speaking the same language. They also must avoid “inside baseball,” and talk in terms, which you, as the manager, understand.   

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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.