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 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. 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.