SEO for hotel industry in Thailand.
The digital landscape is one aspect of hospitality marketing in Thailand that is continually evolving. As it does, the complexity of the travel consumer’s journey to a direct booking is becoming more sophisticated. From SEO to multichannel campaigns, you will learn insider secrets and the best steps to start shifting shares from OTAs today.
The best practice we suggest to all our clients is to always stay updated on essential strategies you might be missing.
Chance is the only constant when it comes to search engine optimization (not only in Thailand), and all digital marketers are aware of that. Forward-thinking hoteliers must learn to adopt a proactive and holistic approach to their content creation, marketing, and optimization to positively impact their position in the SEO landscape.
With over a third of a hotel’s website revenue being generated by search engine referrals, SEO will always be a critical aspect of a hotel’s digital marketing. Big search engines like Google make immense changes to their algorithm constantly- more than 500 times in just one year. They also bring in new features and functionalities which affect the way search results are displayed on the search engine. Hoteliers must be extremely careful about how they implement and adapt SEO strategies.
Hotel marketers in Thailand must take caution when they make decisions. The best practices in the industry right now may change with time, and smart digital marketers make implementing SEO an ongoing effort.
Create hospitality-specified content to drive conversion
This is entirely different from the normal commodity trading websites; a hotel’s website needs a unique and perfectly planned approach to on-page copy, tailored marketing strategies, and hospitality specific SEO. All successful hotel sites will not only inform, but they will also inspire travel planners by holding a spotlight to greatly valued propositions of properties and destinations. They create unique and valuable content that is perfectly tailored to attract a specific group of conversion-ready and qualified customers through the purchase funnel.
Content that is informative and professionally written will directly lead to more immersive user engagement, longer stays on pages, and high page visits with lower bounce rates. These numbers all send positive and attractive signals to the search engines which makes use of the information to determine a page ranking on the SERP.
Inform your content strategies with user insights and user metrics
With the availability of high-quality content, all that needs to be done is keeping track of the ranking visibility with user engagement insights and organic traffic to monitor the impact the content is having as well as the rewards being given to that content by search engines and end consumers.
Make use of a proactive approach to performance tracking through various analytical tools:
- Make intelligent content creation and optimization decisions by constantly monitoring keyword visibility on platforms like
- Use analytical platforms, like Adobe Analytics, to consistently monitor organic traffic and user engagement.
- Perform technical SEO spot checks and assessments with Google’s search consoles and the webmaster’s tool for Bing.
- Carry out a periodic evaluation of the ongoing inbound link profile assessments by making use of new web explorers like
Implementing a proactive SEO strategy for content recommendations and updates
With lots of highly engaging content being produced and analytic and reporting tools being used constantly, digital marketers must also be committed to proactively driving direct bookings forward. The main focus of this strategy is on the creation and optimization of high-quality content.
In addition to the commitment to creating engaging content, the efforts of SEO must be quickly prioritized and easily adaptable to the shifts in search engine algorithms and the search demands of users in the ever-competitive landscape. A monthly report with action steps, weekly data accumulations, and ongoing optimization efforts are all imperative to maintaining a healthy and effective strategy that maintains and increased organic traffic, conversions, and revenue.
Utilizing an industry leading search visibility platform
Making use of a high performance and search visibility platforms is important for effective and ongoing SEO strategies. Ahrefs is one such platform which functions as a multi-faceted SEO analysis tool that focuses on tracking the organic search performances of digital content. This platform gives marketers a fast and easy method of identifying high-performance pages, optimal search visibility opportunities, recent successes, top engagement and traffic sources. Additionally, it provides an in-depth performance analysis against not only a set but an adjustable group of competitors.
With outlined information available, marketers can now provide informed content recommendations and optimization strategy suggestions. The availability of data on high-value keyword terms allows marketers to improve their visibility, traffic, and their revenue via an organic search through enforcement of data-driven methods.
Make sure the contents are mobile-friendly
Mobile searches account for over 30% of site visits and are rapidly taking a higher share of the total search activities. Keeping an awareness of the new developments in the mobile search world, the level of engagement, and the point in the purchase funnel where mobile visitors generally are will give hotel marketers the edge they need to adopt a strong mobile content strategy. This will allow them to increase their number of visitors, bookings, and revenue through the mobile search channel.
Secure and optimize key local listing citations
One of the most critical components of a holistic and effective SEO strategy is a uniform local search presence. Getting rid of any inconsistencies amongst a hotel’s local search presence, lowering the rate of duplicate listings amongst directories, and keeping up with a streamlined and optimized local search are all part of the route to attaining success in a local search.
Search engines have more trust for the uninformed listings across well-established portals and are likely to position a hotel on the SERP as a result. Efforts from the local search engine optimization should include fast verifications and routine maintenance of the local profiles around a variety of listing platforms, which include services such as Google My Business, Yelp, Bing, CitySearch, SuperPages, Yellow Pages, and many more.
One of the greatest and most important aspects of a comprehensive SEO strategy for hoteliers is the maintenance of a uniform local search presence. Another important goal of 2018 should be to correct any inconsistencies amongst the hotel’s local search presence, lowering the duplicate directory listings, and making sure the local search information is well streamlined and optimized.
Make use of a proactive and defensive method
All search engines get to know about specific pages and entire sites by analyzing the links from other websites that lead to the domain in question. Links from sources that search engines trust are of high value and inform the search engine that those pages or sites are trustworthy and deserve a place in search engine results.
So, to be rewarded for trustworthy links and avoid punishment for bad ones, it’s essential to keep a close eye on all inbound link activities and opportunities. Performing regular inbound link audits allows hotel marketers the opportunity to view the quality of the existing links, destroy any negative links, and locate opportunities to seek out new and high-quality links.
Utilize a strong content management system (CMS)
A content management system can come as a revelation and a disaster. Mainly, a content management system should provide the capacity to make updates to both the content and HTML source code of a page, metadata, images, promotional titles, and other critical site components easily and in real time. Determined, highly-trained individuals can easily make updates, implement new methods, and ensure that all the best SEO practices are being followed in a matter of minutes when utilization of a powerful CMS occurs. Also, poor CMS will frustrate and handicap users while simultaneously sabotaging all efforts of well-intentioned marketers.
Use a holistic strategy to digital marketing entirely
Yes, SEO is one of the many roadblocks that hotel marketers face when planning their budgets, allocating their attention, and planning for overall success. SEO plays a significant role in the success of marketing any hotel. Driving in direct bookings is a holistic approach which includes other digital marketing efforts like paid searches, banner advertising, email marketing, reservation retargeting, and many more. It’s also critical to turning a hotel’s website into a real revenue generator.
Keep visitors informed and enticed
Basic hotel website information is a thing of the past. A full, engaging and informative content area, nearby attractions, and other local knowledge points demonstrate the hotel’s legitimacy and proves to travel planners that the hotel is a star in its destination.
The area guide page, interactive maps, and calendar of events are all able to influence visitors to book on a website and prove to the search engines that the site is worthy of a place in the SERP. A boilerplate content style which features generic content does less to engage users, leads to poor metrics, and gives a wrong signal to search engines.
Focus on user experience
There are new technical signals that have emerged as larger ranking factors in recent years. From mobile responsiveness to faster loading time and streamlined information structures, these new signals are working towards providing end users with first-class experiences. The most recent stream of technical signals benefits the user immensely; it’s the move to a more secure web of HTTPS migration.
All users want a safer, more protected web experience, and Google is working hard to facilitate this. Google made an announcement back in 2014 that domains could get a ranking boost by having SSL security, but this was not widely adopted. To be honest, a lot of domain ranking in the top 10 results still do not have SSL security. However, this year many brands have adopted this system. If the crossover to mobile responsiveness proved anything, it was that not adopting a Google directive entirely leaves the site vulnerable to a larger scale of ranking depreciation. Brands that are yet to make the transition will be struggling behind in 2018 and will be overtaken by new adopters in the SERP.
Hope you had fun going through our hotelier’s guide to SEO!
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