Top 3 Takeaways from WP Engine Summit 2019Read More

Marketing

How to Improve SEO for Hotel Websites?

19 October 2019

By:

Are you publishing great content onto your website but failing to receive the recognition or traction you’d like from your content generation? It doesn’t get more painful than spending hours researching a certain topic for a new blog or creating pages of grammar perfect content, for it to receive just four solitary page views. So what is going wrong? How can you make sure that your new content is obtaining the correct level of exposure that reflects the amount of time inputted into it? The team at Umi Digital have been working in hotel websites and hotel marketing for the past 9 years, helping our clients to receive the correct level of exposure for their websites aimed at driving direct bookings.

Have you optimised and compressed your images?

The expression runs extremely true that a picture paints a thousand pictures but at what cost? It is important to remember that pictures can often sacrifice your website’s fast loading times. Websites that load on the wrong side of 2 seconds are punished heavily by Google and other search engines and causing your website to drop down the organic search rankings. The team would suggest ensuring that you look into optimising and compressing all of your website’s images in exchange for faster loading times. Using Photoshop to “Save for web” is the best way to do this, the team here typically aim for each image to be less than 200kb each. If you’re doing this in bulk, be sure to use Photoshop scripts to compress folders of images.

Where is your website hosted?

Your website’s load speed can also be determined by where the site’s codebase it is hosted and served from. Without going into boring levels of detail, your website lives on a server which sends users your code files which is subsequently rendered in their browser. A website’s load time can be brought down significantly by out of date servers or poor configurations which can cause the website to be penalised severely. At Umi, we have partnered with WP Engine to deliver super-fast hosting, running the very latest in server software.

Are you using up-to-date and correctly optimised metadata?

In short, meta tags are small snippets of text that search engines analyse to understand what content the website is offering its users.

This is one of the most crucial parts of ensuring a website is correctly analysed on search engines and attracting the correct level of attention for its content. Meta descriptions are also one of the most important pieces of information that users use to decide whether to enter your website or not, think about how much examining meta descriptions impacts your own searching experience?

When was the last time you checked or updated yours? Is it over 117 characters? This automatically means the meta description is cut off from mobile users meaning they are unable to see exactly what you are offering on your website. At Umi Digital our SEO specialists have been learning the “in’s and out’s” of metadata and applying it to our bespoke website development for the past 9 years.

Have you optimised your content?

Have you taken into consideration the type of content you have written and whether it is attracting the correct type of user? Articulate and well-written content is key to getting your audience and most importantly search engines interested in your website.

The next crucial step is conducted through the use and implementation of keywords. This is where you place generic keywords with high search frequencies organically into your content. These keywords help to attract users searching for keywords related to your services and help them bring them into your website. In order to discover the most popular keywords or phrases used in your sector, the team would recommend looking into a tool such as Google keyword planner. This will allow you to discover a list of some of the best keywords to deploy throughout your content.

If you are in need of some further clarification on the power of keywords and the best ways to take advantage of them. Please get in touch with our SEO team who will be able to explain everything in more detail!

Any broken links or pages?

One of the biggest pitfalls that search engines look out for when ranking websites and deciding upon search rankings is through checking for “broken links”, with both search engines and users finding them highly frustrating.

Not only does it often result in users never returning to your website in disgust but search engines are highly strict on websites with broken links and will purposefully rank your website lower down search rankings as punishment.

Google Search Console is a great tool to keep track of how Google is indexing and crawling your website. Within the dashboard, you will be able to see crawl errors, sitemap issues and broken links. You can then work through these and deploy fixes.,

Need help with Hotel SEO?

Our in-house SEO team have nearly a decade of hotel SEO experience and would be delighted to run through some quick fixes to improve your search rankings. Just get in touch with us to book in an appointment!

Get in touch with a marketing expert

Umi provide free 60 min consultations for any project!

We have a structured 60 minute session that explores all the areas of your inbound direct booking strategy for your hotel or travel business.