Secrets of Marketing for Independents – How SEO Works

Monday 19th June 2017


How SEO Works

Search Engine Optimisation (SEO) can help you to improve and promote your hotel web site in order to increase the number of visitors you receive from search engines.

Think of SEO as a library – if you are looking for a particular book, you go into a library and try to nd the most relevant one, SEO works in the same way. When a user is looking for something speci c, the search engine will go off and look into various sections and make a decision on how effective that site (aka book) is and how relevant it is to your query.

It can sometimes be hard for search engines to nd the right website, so there’s many things that you need to take into consideration. One of the main contributions to SEO is your content; it should be easily available to search engines. You can do this by being precise with your language like using keywords as well as by the structure of the page.

The easiest way you can test your content and page structure is to go onto your hotel website and in front of the ‘www.’ – type ‘cache:’ and press enter. Follow by clicking text only version and it will show you a brief idea of how search engines see your page. This is a great way to and out if your website works properly, ultimately it needs to make sense to a human in order to make sense to a search engine. Your links obviously need to be clickable and work.

From an index point of view, you need to have a Robots file. This file species which directories search engines are able to crawl. You do not want search engines to crawl your admin folder for example so this is a polite notice for them not to crawl certain files. If you don’t have that file, they will crawl everything. This is a problem if you have a huge site, you need to be specific as many search engines only crawl 10% of your website – hence why you need your content to be precise. You don’t want it to miss you out!

You also need to submit your Sitemap.xml to Google. If you are not sure how to do this, ask your web developer who can help.

One of the main issues in the hospitality world when it comes to SEO is that a lot of websites have the same content. Ensure that your website is different! This is when links come into affect – you need to have original content like any good author.

You need to act like an author and a publisher – not only do you write really great content, but you publicise it in a way that sells it to the library (search engines).

One of the main contributions to SEO is your content; it should be easily available to search engines.


  • Original and precise content is extremely important on a website. This is one of the main contributors to SEO
  • A flat navigation is best; you need clear headings and sub headings. Ideally, you also need 300-500 words per page, which will help you rank better
  • Before you go down the route of looking at key words and themes, sit down and figure out what you want to be known for – what you want people you find you for
  • If you have good usability, you will have a lower bounce rate which Google will then see as a good indication that you are a decent website and will rate you higher.