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Hotel Web Sites: The Missing Link(s)…

There's a Fifth Element to building onlinethem all.How many trusted, on theme, relevant
revenues from your hotel web site, andlinks with the right words in the anchor text
without it you will never appear on page one(getting the hang of this now?) do you need
of Google, Yahoo or MSN for the highestto march your web pages up the rankings?
volume search terms...a Fifth you say? AndWhilst it does depend on how competitive your
the first Four Elements are?Well, the firstkeywords are, about 30 links recognised by
Four Elements are: a search-engine-friendlyGoogle, and 600 on Yahoo and MSN will
technical site structure, rich originalsuffice...and adding about 100 a month means
content, appealing design and conversionsix months work and a lot of patience,
techniques focussed on converting lookers toalthough you will start to see results within
bookers...but even if you get these firsta few weeks. And please don't try to add 600
four completely right, and you can, you stilllinks in a week (or sign up for those "1000
won't appear on page one of Google, Yahoo orlinks for $19.95 in a week" services); the
MSN for high traffic generating search terms.Search Engines are smart enough to know the
Highly frustrating I know - been there, donedifference between reasonable, "natural" link
that, got the t-shirt; this is the answer yougrowth (some acceleration is acceptable) and
have been looking for...The Fifth Element hasweb sites that are trying to fudge the
nothing to do with anything actually on youresults and compensate for that.So, how do
hotel web site; the Fifth Element involvesyou go about building more Inbound Links?
actively building more Inbound Links to yourHere are three simple, easy methods to start
web site from other web sites. In thewith:talk to you suppliers and ask them to
simplest of terms, a Search Engine sees alink to your web site...your suppliers web
link to your web site as being like a vote ofsites are likely to be on theme (they supply
confidence in your web site. Search Enginesyour industry), somewhat "trusted" (don't we
believe that if other websites are linking toall trust our suppliers) and will more than
your web pages, you must have something goodlikely be happy to phrase the link text
to link to and they will rate the page beingexactly the way you want (and if you add this
linked to positively.Search Engine robots orrequest into your final negotiations it is
spiders continuously travel virally from webdifficult for them to say no)encourage your
site to web site following links like anConference and Events team to ask their
enormous daisy chain; in fact Search Enginesclients to link to your hotel web site, that
initially discover your web site via a linkis, the venue for their upcoming conference,
from another web site. Once your hotel webevent or meeting...not so strong on theme but
site has been found, each page of your siteusually they are trusted corporate or
is then ranked by Search Engines based on aassociation sites and again, if you supply
complex set of criteria known as anthem with the link and anchor text, there's a
algorithm; a piece of computer code thatpretty good chance that they will simply add
takes into consideration on-site and off-sitethe link verbatimtalk to your local partners,
factors collected by the robots or spiders.attractions and neighbours and ask them to
Data is then assembled, collated andlink to you...they will be on theme
evaluated in order to come up with a Page(destination), relevant etc etcYou may be
Score or Rank. This is how a search engineasked to provide a link back, and that is
determines which sites to present whenfine, but the preferred result is a "one way
someone types in "Hong Kong hotel withlink" to your pages. In simple terms "links
harbour view" or "New York five star lodgingin" minus "links out" gives you a net link
near Wall Street".All things being equal,value from the Search Engines (in reality its
when two hotel web sites have similarmore complex than that).Naturally, there is a
structure and content, the site with the bestlot more to building more Inbound Links...we
links will be served up first. Note that Ihaven't touched on submitting to web
wrote "best links" not "most links". Somedirectories, outbound links to trusted sites,
time ago, a site with the "most links" wouldreciprocal links, link exchanges, buying
have won out, however, although Searchlinks, renting links...in highly competitive
Engines may be blind to images, they are notonline markets you may need to use all of
blind to webmasters manipulating theirthese tools and more.Oh, and sorry, but there
algorithms. They are continuously fine tuningIS a Sixth Element to consider as you work
their spiders to exclude web sites thatyour way up to page one on Google for your
attempt to "fudge" their results. Remembermain keywords...patience. You just can't
that a Search Engine's prime function is tohurry along the Search Engines. The same way
deliver highly relevant results, not somethat the very best chefs know that you need
mysterious pharmaceutical products when youtime and patience to create a culinary
are searching for that "boutique London hotelmasterpiece, so you will need time and
near Knightsbridge".Search Engines today takepatience to work your web site up to page one
into consideration several additional factorsfor your optimum search terms. There is no
when rating Inbound Links to your site:the"quick fix" and anyone who promises to
reputation or "Trust" value of sites linkingachieve "a page one listing for high volume
to your hotel web sitethe Theme or Relevancekeywords in a month for $49.95" is a
of sites linking to youthe "Anchor Text" (theliar.Yes, short term results can be achieved
words that the link is embedded within) inthrough certain "black hat" techniques and I
links to your siteTrust - for example, a linkknow a lot of them...but the risk of having
from a government tourism site is highlyyour web site banned from Google, Yahoo or
trusted by Search Engines, is "on theme" andMSN, is just too great. Remember, if it
will most likely have anchor text includingsounds too good to be true, it probably is.
your hotel name (and "destination + hotel" ifThe Search Engines employ some of the
you have been e-smart or have read ahead).smartest software engineers on the planet and
Theme or Relevance - a link from athey are light years ahead of anything you
destination guide web site that may also listcould think up to fool them.Starting today,
other hotels in your region is "on theme"; anow, put into practice the simple methods I
link from your local scout troop site is ofhave outlined above to build relevant,
little value; not "no value" but littletheme-based links with the right anchor
value.Anchor Text - this is now so criticaltext...and watch as your web site starts
in maximising your site's appearance at theheading North over the following few weeks
top of the Search Engines Results Pagesand months. Assuming you have the first Four
(SERP's) that we recommend that, for onlineElements in place, the results of
purposes, that you include your destinationimplementing your own Fifth Element, an
in your official property name eg Theeffective Inbound Link building program, will
Stafford "Paris Hotel". The termsbe rapidly growing visitor traffic to your
"destination + hotel" are usually among theweb site, increasing online revenues and
major search terms that online searchers usegrowth in RevPOV (Revenue Per Online Visit).
for locating their accommodation options. TheAnd don't forget to add in that elusive Sixth
result of this is that links to your siteElement, a little time and patience. Or you
embedded in you property name will also,could just contact us at Hotel Marketing
almost always, have "destination + hotel" inWorkshop ( be very happy to assist.- ENDS
the anchor text. Having your keywords in the-Keith Paulin is the General Manager of
anchor text in links to your web site willHotel Marketing Workshop. Keith has worked in
help you climb up to page one on the Searchsenior marketing roles within the hotel
Engines.There are already some links to yourindustry (Hilton, Regent, Hyatt, Accor) and
site from other web sites, you just don'tin other industries (HP, Lion Nathan, Shell)
know who and how many. Helpfully, the Searchand holds degrees in Marketing and Business
Engines can tell you how many links there areManagement. Hotel Marketing Workshop works
currently to your site and from which sites.with chain and independent hotels, large and
Go to Yahoo and type in linkdomain:small, delivering tactical, practical hotel
(replacing with your own URL) and hit thee-marketing strategies that work and they
Search button. Now, before you get allassist with expert implementation. Keith has
excited, do the same on Google...using thea deep interest in the world of e-commerce,
slightly different command link: ...and youSearch Engine Optimisation and Search Engine
will see a much smaller number. Each of theMarketing and a clear track record in
Search Engines evaluates and counts linksproducing growth in RevPOV (Revenue Per
differently and Google is the fussiest ofOnline Visit) for hotel clients.



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