SEO: What It Really Means For Your Hotel

Wednesday 16th May 2018


For a long time now, the term “SEO” has been considered a dark art that only digital experts can understand. But the time has come for us to establish the truth about search engine optimisation (SEO) and what it really means for today’s hoteliers.

What is SEO?

SEO is series of actions that we, as digital marketers, can conduct on a website to ensure it has the best possible chance of appearing high on the results pages of search engines such as Google and Bing.

Or, in other words:

“A series of website best practices to follow to help your website be as search engine friendly as possible. By understanding what a search engine looks for when crawling a website, you’ll have a better chance of being recognised as an authoritative, trustworthy result for a number of search terms. From site structure and content keywords, to backlinks and readability, SEO is imperative to the success of your website. With constant search engine updates, it’s important to evolve with the latest set of best practices, such as ensuring the mobile-first index crawls your mobile site as a priority over your desktop site.”

– Joe Griffiths, Digital Marketing Manager at Journey

The analogy above is something we at Journey abide by. For too long, agencies and industry professionals have tried to spin what SEO is and how it should be utilised and implemented. In reality, it’s everything we do as website developers, website designers, or content creators.

To an extent, even paid search is SEO. Sure, it’s not organic, but who said SEO was just organic rankings and traffic? Paid search from Google AdWords enables your website to appear successfully within a search engine, so is that not SEO too?

The future of SEO

It’s time to think differently about what SEO really means. Here are some common questions that people  used to ask, alongside what we feel are the more relevant questions to ask this year and in the future:

1. Then: How are my organic rankings?

Now: What is my overall traffic looking like? Are my results better than the previous period, year, or comparable date range?

2. Then: Why am I not appearing on page one of Google?

Now: What sort of traffic is my page getting? Is it converting? How do we improve it further?

3. Then: My domain authority is dropping. What can I do?

Now: Has traffic been affected in any way? Are my results still improving?

4. Then: I want to rank for [insert random, longtail keyword here]. How long until I do?

Now: What is the search volume like for [insert random, longtail keyword here]? How competitive is it to appear for this search term?

In conclusion, let’s not brush the term SEO under the proverbial carpet just because we don’t understand it. Talk about what it really means for your business. How can optimising your website help you achieve your goals and KPIs, whether that be traffic, conversions, or revenue (preferably all of the above)?

Want to talk SEO in more detail? Talk to the Digital Marketing team at Journey today and start revolutionising the way you think about optimising your websites for search engines.

Please get in touch through our enquiry form or call our office on 01242 801849.