Industry Update
Opinion Article14 February 2019

Boosting Rankings with SEO On-Page Elements

By Trish Leighton, Sr. Manager Search Marketing Services at Vizergy

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There are hundreds of ranking factors Google considers when determining what should be shown in search results. Many of these factors are beyond the control of an SEO expert, such as the age of the domain name or where the site server is located. Throughout all of Google's recent updates and search ranking algorithms, basic on-page principles have remained important.

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The below are basic on-page elements that tell Google what each page is about and if it is a relevant result to a search query. Optimizing these elements will help to boost your property's ranking in search engine results. 

Page Title or Meta Title

These titles are what appear in the tab of the browser when the page is open, and what is clickable in search results.

Meta Description

A meta description doesn't necessarily impact your rankings much but can help with click-through-rates if descriptions are well written and enticing. The only place this description is seen is in the search results.

Page Headers or H1s

These titles appear at the top of page content and provide an overview of what the page is about. Since search engine bots look for the H1 tags to help determine the page's subject matter, it's recommended to include keywords here if they sound natural. It's best practice to only have one H1 tag per page. Any subsequent content headers should be tagged H2, H3, and so on.

Internal Links

Internal links serve a few purposes. They help with user experience by allowing site visitors to click on links to related pages for more specific information. Internal links can indicate to search engines what the subject matter is for the landing page as well as spreading page authority throughout the website.

Since a property's home page and other top-level pages have the most visitors and most interaction, they have the most authority with the search engines and rank the most often in search results. Linking from these pages, especially the home page, to other related pages throughout the site indicates to Google that the pages being linked to are also important and helps them to rank in search results as well.

Image Alt Tags

Like meta descriptions, alt tags are not going to rank or un-rank a website page. They support the overall optimization of a page as being another element regarding the page's subject matter. They are also required for the Americans with Disabilities Act (ADA) compliance for those site visitors using screen readers.

Navigation Structure

Another important element is the site's navigation structure. Is it easy for the visitor to find information on your website? Do they find what they expect on the page? Are sub-pages placed accordingly? It would be irritating for a visitor searching for the hotel's pet policy to find it as a sub-page of the dining page. Website content should be laid out in a way that is easy to browse and find relevant information on sub-pages. The navigation bar should always be visible and main pages accessible within one click.

Schema Markup

Schema markup is a language collaboratively created by Google, Bing, Yahoo, and Yandex to help their search engine bots determine the subject matter of any web page and its content. The coding is placed on the back end of website pages and is scanned by search bots to gather page content for use in search results.

It is useful for hotels and restaurants because schema markup can show star rating reviews in search results, which can really help a property stand out. It can also be used to display individual events. All content built on Vizergy hosted websites uses schema markup.

For more tips on how to rank higher on Google, download our Search Engine Optimization Fundamentals Guide here.

Trish Leighton

Trish is the Senior Manager of Search Marketing Services at Vizergy Digital Marketing and has been with the company since 2017. Having parents that both worked in the hospitality industry and working in hotel management in NYC herself, Trish has always had a passion for the industry. She started working in digital marketing in 2011 and found the perfect role for her combination of interests at Vizergy, where she started as SEO Manager.

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    About Vizergy® Digital Marketing

    Vizergy serves the world's hospitality industry with conversion optimized website design and fiercely competitive tools to maximize revenue. Our formula for success includes cutting-edge technologies, proven digital marketing programs and the best professionals in the industry. At Vizergy, hospitality marketing is not only our mission, it's our sole focus.

    For more than 20 years, Vizergy has relentlessly developed and deployed the best marketing technologies and talent to serve thousands of hospitality clients with excellence. The company deploys complete travel life-cycle marketing solutions from responsive website design and development, to proven award-winning digital marketing programs, reservation solutions, media planning and deployment. Vizergy's platform has long been touted as the #1 digital marketing system for hospitality clients, easy to deploy, turnkey and SMART, empowering clients to win in today's complex and competitive hospitality industry.

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    Contact: Sara Anderson | Corporate Marketing Manager | Vizergy | +1.904.389.1130 Ext. 114 | [email protected]

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