Search Engine Optimisation and Online Marketing
Even with the best website in the world, most hotels find they need do some form of online marketing in order to keep them at the top of the search engine rankings, and to ensure customers continue to re-visit and book again and again.
Search Engine Optimisation (SEO) requires a strategic approach and ongoing effort to achieve and maintain top ranking in the main search engines. Together with you we will apply a combination of keyword research, professional copywriting to optimise content, search engine submission and link popularity.
After research and analysis of your current position, we can then create an online marketing campaign which will then be constantly reviewed according to performance, seasonal trends and other demand change factors. Your campaign could include some or all of the following:
Pay Per Click Advertising (PPC) - One of the most effective online marketing tools, PPC allows you to advertise within the search results of the main search engines. This guarantees you top position in the search results based on specific keywords that you choose. We can help you identify these keywords, write the text for your ads, review the results and adjust pricing of keywords based on performance.
Strategic Linking – Link popularity is a major factor influencing your ranking in the main search engines. The more well-placed links you have, the higher your ranking is likely to be. Many links can be placed for free but others can be paid for, just like advertising. We can help you research new opportunities for linking with travel websites, travel guides, local attraction and event websites. We will then evaluate traffic from these links and compare this with the cost of acquisition to advise you on your ongoing link strategy.
Email Marketing/Electronic Customer Relationship Management (eCRM) – Your guest’s experience starts right from the booking process and continues on after they have checked out and left your hotel. By sending customised emails, both before and after your guest’s stay, you will be able to create truly personal communications with your internet clients and enhance their loyalty. As well as confirmation and thank you emails, you can send regular newsletters, guest satisfaction questionnaires and birthday or anniversary communications.
Web Analytics - Reservation tracking and reporting provide you with vital information to control and analyse your online marketing activity. By tracking the origin of your bookings you will be able to evaluate the efficiency of your various marketing campaigns, calculate your conversion rate and measure your return on investment from natural traffic, pay per click campaigns, and your distribution partnerships.
Please contact us for more information.
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