Search Engine Opimization is what is behind the famous acronyms: SEO. It is the optimization of a web page in relation to its relevance in web search engines. That is, it consists in improving the positioning of the web in search engines.
We will start from the basics and explain a little more in detail to understand the concept of search engine optimization on the internet. We will start by defining What is SEO?
As we explained in our 'SEO guide for hoteliers', Search Engine Optimization (SEO) of a website includes all the actions that have to be developed to achieve the best possible positioning in Internet search engines such as Google, Yahoo or Bing. That is, to be visible in the internet and when a potential customer searches for a product or service
similar to ours, we leave in the header posts of the results of their search.
It seems easy and simple, but the reality is that a good SEO requires resources, efforts and time. But above all it requires that the sales responsible has the ideas clear
of what online sales are.
Today there is perhaps an obsession with the fact of getting visits on our website, so we launched campaigns in social media, online marketing campaigns, SEM positioning, etc. but have we fallen in that it is useless to obtain a high number of visits if the clients
that enter our website do not finish the purchase process? Yes, you can meet many people, but of the users who visit us, there is not a proportional number that they buy from us, we can say that we are losing time and money.
Getting visits is something important when selling online, but the visits that we must get must be of quality
, from potential customers who will buy our product or service
The best way to get visits from potential clients
, and the cheapest one, is through SEO positioning campaigns
. But as we have already mentioned, SEO is not an easy technique, we must control the keywords and use them with criteria
, so that the customers who really are going to buy us, are the potential ones and those who visit our website.
Before starting an SEO positioning campaign, we must specify at what stage our customers are, how they are, what interests they have and what they are looking for, create your buyer person and make sure at what stage of the conversion funnel they are
, as we already talked in the pill "How do Leads work?
" where we explain each of its phases or in the "Key points on the digital buyer person
These are the three stages by which our SEO strategy
SEO in the discovery phase
The discovery phase begins when the user knows our hotel. It is then when it begins to discover who we are, what we offer, who our clients are and what they think of us.
We are in a step in which the user presents a need and is in search of an answer. It is then when we must offer educational, informative and useful content, so that we solve those problems
or cover the needs that the possible client needs.
So we must do a keyword search that our client will use when looking for their needs. We can use Google Autosuggest
to do this, for example, and write down the keywords that our customers can search the most, analyzing them and seeing which ones would be convenient to use and which ones would not be
, depending on their competition or level of results.
The types of keywords we use in a search are very varied
. For example, we have the head keywords
(Short tail or generic), which are usually one word and have a huge volume of traffic and, of course, competition
. In the sector that concerns us, we would speak of type words: hotels, resorts... These generic searches do not usually occur among users.
Then we have the body keyword
s (Middle tail), which include between two and three words and which provide more specific searches
. For example: hotels in Madrid, accommodation in the Balearic Islands... These searches are usually purely informative.
Third, we find the long tail keywords
, much more specific searches and if they can hide the desire to reserve
. For example, cheap hotels in Madrid for November, hotel offer in Palma for Christmas, etc.
It is necessary to take into account all these keywords and placing them in the metadata part of our website is very important. If our hotel is in Ibiza and has a concrete offer for the bridge of the constitution
, the post or image that includes that offer must contain all those tags or keywords to get a tight SEO and help the increase of visits.
If it is not done in this way, it will hide our hotel from the thousands of websites that exist in the network
, we will have few visits, poor quality traffic and we will lose many potential customers. So, we should not downplay and act accordingly.
SEO in the consideration phase
In this phase, we have already captivated the user with our advice
, our keys and solutions, providing them with information that has been useful to them. But the client wants more, and it's time to be more concrete in the content. Offer more specific articles than in the previous phase. We can already introduce some of our articles, but without being intrusive, since it is not the time yet.
In this way, we will have managed to turn it into a lead. You can enter your information to get more information or to subscribe to our emails or newsletter.
The client already knows who we are and how we work, but we still have to decide whether to book at our hotel or not
SEO in the decision phase
Although this phase seems to be the simplest since it is the last, but we are really in the most complicated
. The client has reached the stage of buying our product or contracting our services but has to decide. Therefore, the keywords that we must use in the decision phase will be those of long tail, that is, those that have a low search volume but that are very specific and concrete
when it comes to finding our product. In this way we will make the people who have followed us and know us find what they really need and buy it.
It is necessary to know each of the phases in order to work well in each of them. As it is interesting to always be constantly creating suitable content for our hotel project and publish it on the network to reach more users
Let's take the case that we have an urban hotel in the heart of the city and we want a high ranking in Google, we decided to write an article related to a fashionable topic: healthy eating. You optimize this article with SEO strategies and we will really attract more traffic to our blog
. However, if your hotel does not offer any service according to this theme you probably will not get any conversion.
Now, if we write an article that is called: How to eat healthy on your vacations, or, How to choose a hotel where to eat healthy? We would optimize it in the same way with SEO strategies. But in this case, we would have conversions, attracting prospects who are interested in the product and create engagement.
In this survey, conducted with several digital marketers, it was seen that the trend of SEO for 2017 is not only aimed at increasing visits
, but also the engagement of the prospect, with 21%.
As you can see, SEO is the main key to attract visitors to our website
, but for these visits to really buy, we must use the specific keywords so that customers end up finding us
and going through all the stages of the conversion funnel.
The conversion value of a website is to capture quality traffic. It is important to keep in mind that search engines are currently giving more importance to the search intention than to the keyword itself
, so focusing the content in one way or another will influence when it appears in search engine results.