Industry Update
Opinion Article30 August 2018

Technical SEO On the Hotel Website: One Of the Most Important Revenue Drivers

By Max Starkov, Adjunct Professor NYU Tisch Center for Hospitality and Hospitality & Online Travel Tech Consultant

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It is really mind-boggling that after more than 23 years of SEO historical data and solid SEO best practices, technical SEO is one of the least understood and very much ignored digital technology and marketing disciplines in hospitality.

Over 30% of hotel website revenues come as a direct result of SEO, and technical SEO plays a major role in influencing Google and the other search engines to rank your hotel website higher in search engine results pages (SERPs), which results in qualified website visitors and bookings.

Good technical SEO on the hotel website sends Google multiple "signals" used by the Google search algorithm Hummingbird to determine how to rank your website pages in response to various searches and directly affects the PageRank score of the webpage. For example, if a webpage is determined to be mobile-friendly, this is a signal that is registered by the Googlebot and used in determining the page ranking.

Google has frequently stated that it is using more than 200 major ranking "signals" with many thousands of sub-signals and variations. The following three categories are well within hoteliers' control, and if the hotel website is optimized to communicate these signals to the search engines, will achieve higher ranking in SERPs and reward the property with significant organic revenues.

  • Content: unique, highly relevant and enticing website content that is professionally written, informative, useful and of travel guide-level quality.
  • Links: links to the hotel website from highly authoritative non-paid websites like CVBs, online magazines and newspapers, blogs, social media, etc.
  • Technical SEO: an ecosystem of technologies, configurations, and processes implemented to the website and server designed to optimize the hotel website and enable the search engine bots to access, crawl, interpret and index your website, which ultimately results in increased search traffic and revenue.

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