January 09, 2017

The anatomy of a hotel SEO campaign


Do you just let your SEO agency run through their standardized checklist of SEO activities and hope for the best or is there a better way to use your budget?

There are a few different paradigms for SEO. One is a completionist paradigm. This is a common method of performing SEO: running through a checklist. This is the kind of SEO you find on large websites with thousands upon thousands of pages listed in the search engines. The bulk of the traffic for these sites comes mainly from brand keywords and the SEO done on pages is about enhancing the url structure, optimizing how search engine bots crawl the site, and fixing how titles and meta descriptions use related keywords.

For these sites, a plan from a template generally works well. Each page goes through the same standard set of actions like a mass-produced commodity. This type of SEO works best when the site is already humming along. You are possibly allowing an automated auditing tool to analyze your pages and suggest fixes to align them with that tool’s definition of best practices.

Another paradigm to use is campaign based SEO. Campaigns are made up of a set of actions working together to achieve a specific agreed upon result. In SEO terms, the campaign would be a set of SEO tasks performed on behalf of the site to reach a goal. This type of SEO is best for smaller sites in competitive markets. When your budget restrains you from large PPC spends and the competition swarms over the first two pages of the SERPs for all the big keywords, you need to be spry, agile, and a bit of a guerrilla marketer.

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