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 June 2018...

Sales & Marketing: Opinions Matter

Hotel Sales and Marketing Directors manage a complex mix of strategies to attract and convert customers into guests. Part of their expertise includes an awareness of customer behavior during the reservation process, so they can make sure their hotel is favorably positioned. One such trend is the growing popularity of travel review sites. According to one recent survey, 61% of prospective customers consult online reviews in order to validate information about the hotel before making a purchasing decision. Another survey found that the average hotel customer reads between 6-12 reviews across 4-10 properties before making a final decision on where to stay. Similarly, other studies have shown that consumer reviews are a more trusted source of information for prospective customers than other kinds of marketing messaging. In fact, reviews are often considered to be as influential as price regarding whether a customer decides to complete a purchase or not. Plus, travel sites with the most reviews - including recent reviews from satisfied customers and thoughtful responses from staff - were also found to be the most appealing. So having positive reviews on a travel website is essential and can help to increase a hotel's conversion rates dramatically. Of course, there are all kinds of additional marketing strategies for sales and marketing directors to consider - the importance of video and the emergence of live streaming; the implementation of voice search; the proliferation of travel bots; and the development of Instagram as an e-commerce platform. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.