| There's a Fifth Element to building online revenues | | | | trusted, on theme, relevant links with the right |
| from your hotel web site, and without it you will | | | | words in the anchor text (getting the hang of this |
| never appear on page one of Google, Yahoo or | | | | now?) do you need to march your web pages up |
| MSN for the highest volume search terms...a Fifth | | | | the rankings? Whilst it does depend on how |
| you say? And the first Four Elements are?Well, | | | | competitive your keywords are, about 30 links |
| the first Four Elements are: a | | | | recognised by Google, and 600 on Yahoo and |
| search-engine-friendly technical site structure, rich | | | | MSN will suffice...and adding about 100 a month |
| original content, appealing design and conversion | | | | means six months work and a lot of patience, |
| techniques focussed on converting lookers to | | | | although you will start to see results within a few |
| bookers...but even if you get these first four | | | | weeks. And please don't try to add 600 links in a |
| completely right, and you can, you still won't | | | | week (or sign up for those "1000 links for $19.95 |
| appear on page one of Google, Yahoo or MSN for | | | | in a week" services); the Search Engines are |
| high traffic generating search terms. Highly | | | | smart enough to know the difference between |
| frustrating I know - been there, done that, got | | | | reasonable, "natural" link growth (some |
| the t-shirt; this is the answer you have been | | | | acceleration is acceptable) and web sites that are |
| looking for...The Fifth Element has nothing to do | | | | trying to fudge the results and compensate for |
| with anything actually on you hotel web site; the | | | | that.So, how do you go about building more |
| Fifth Element involves actively building more | | | | Inbound Links? Here are three simple, easy |
| Inbound Links to your web site from other web | | | | methods to start with:talk to you suppliers and |
| sites. In the simplest of terms, a Search Engine | | | | ask them to link to your web site...your suppliers |
| sees a link to your web site as being like a vote | | | | web sites are likely to be on theme (they supply |
| of confidence in your web site. Search Engines | | | | your industry), somewhat "trusted" (don't we all |
| believe that if other websites are linking to your | | | | trust our suppliers) and will more than likely be |
| web pages, you must have something good to | | | | happy to phrase the link text exactly the way |
| link to and they will rate the page being linked to | | | | you want (and if you add this request into your |
| positively.Search Engine robots or spiders | | | | final negotiations it is difficult for them to say |
| continuously travel virally from web site to web | | | | no)encourage your Conference and Events team |
| site following links like an enormous daisy chain; in | | | | to ask their clients to link to your hotel web site, |
| fact Search Engines initially discover your web site | | | | that is, the venue for their upcoming conference, |
| via a link from another web site. Once your hotel | | | | event or meeting...not so strong on theme but |
| web site has been found, each page of your site | | | | usually they are trusted corporate or association |
| is then ranked by Search Engines based on a | | | | sites and again, if you supply them with the link |
| complex set of criteria known as an algorithm; a | | | | and anchor text, there's a pretty good chance |
| piece of computer code that takes into | | | | that they will simply add the link verbatimtalk to |
| consideration on-site and off-site factors collected | | | | your local partners, attractions and neighbours and |
| by the robots or spiders. Data is then assembled, | | | | ask them to link to you...they will be on theme |
| collated and evaluated in order to come up with a | | | | (destination), relevant etc etcYou may be asked |
| Page Score or Rank. This is how a search engine | | | | to provide a link back, and that is fine, but the |
| determines which sites to present when someone | | | | preferred result is a "one way link" to your pages. |
| types in "Hong Kong hotel with harbour view" or | | | | In simple terms "links in" minus "links out" gives |
| "New York five star lodging near Wall Street".All | | | | you a net link value from the Search Engines (in |
| things being equal, when two hotel web sites have | | | | reality its more complex than that).Naturally, there |
| similar structure and content, the site with the | | | | is a lot more to building more Inbound Links...we |
| best links will be served up first. Note that I | | | | haven't touched on submitting to web directories, |
| wrote "best links" not "most links". Some time | | | | outbound links to trusted sites, reciprocal links, link |
| ago, a site with the "most links" would have won | | | | exchanges, buying links, renting links...in highly |
| out, however, although Search Engines may be | | | | competitive online markets you may need to use |
| blind to images, they are not blind to webmasters | | | | all of these tools and more.Oh, and sorry, but |
| manipulating their algorithms. They are | | | | there IS a Sixth Element to consider as you work |
| continuously fine tuning their spiders to exclude | | | | your way up to page one on Google for your |
| web sites that attempt to "fudge" their results. | | | | main keywords...patience. You just can't hurry |
| Remember that a Search Engine's prime function | | | | along the Search Engines. The same way that the |
| is to deliver highly relevant results, not some | | | | very best chefs know that you need time and |
| mysterious pharmaceutical products when you | | | | patience to create a culinary masterpiece, so you |
| are searching for that "boutique London hotel near | | | | will need time and patience to work your web site |
| Knightsbridge".Search Engines today take into | | | | up to page one for your optimum search terms. |
| consideration several additional factors when rating | | | | There is no "quick fix" and anyone who promises |
| Inbound Links to your site:the reputation or | | | | to achieve "a page one listing for high volume |
| "Trust" value of sites linking to your hotel web | | | | keywords in a month for $49.95" is a liar.Yes, |
| sitethe Theme or Relevance of sites linking to | | | | short term results can be achieved through |
| youthe "Anchor Text" (the words that the link is | | | | certain "black hat" techniques and I know a lot of |
| embedded within) in links to your siteTrust - for | | | | them...but the risk of having your web site banned |
| example, a link from a government tourism site is | | | | from Google, Yahoo or MSN, is just too great. |
| highly trusted by Search Engines, is "on theme" | | | | Remember, if it sounds too good to be true, it |
| and will most likely have anchor text including your | | | | probably is. The Search Engines employ some of |
| hotel name (and "destination + hotel" if you have | | | | the smartest software engineers on the planet |
| been e-smart or have read ahead). Theme or | | | | and they are light years ahead of anything you |
| Relevance - a link from a destination guide web | | | | could think up to fool them.Starting today, now, |
| site that may also list other hotels in your region | | | | put into practice the simple methods I have |
| is "on theme"; a link from your local scout troop | | | | outlined above to build relevant, theme-based links |
| site is of little value; not "no value" but little | | | | with the right anchor text...and watch as your |
| value.Anchor Text - this is now so critical in | | | | web site starts heading North over the following |
| maximising your site's appearance at the top of | | | | few weeks and months. Assuming you have the |
| the Search Engines Results Pages (SERP's) that | | | | first Four Elements in place, the results of |
| we recommend that, for online purposes, that | | | | implementing your own Fifth Element, an effective |
| you include your destination in your official | | | | Inbound Link building program, will be rapidly |
| property name eg The Stafford "Paris Hotel". The | | | | growing visitor traffic to your web site, increasing |
| terms "destination + hotel" are usually among the | | | | online revenues and growth in RevPOV (Revenue |
| major search terms that online searchers use for | | | | Per Online Visit). And don't forget to add in that |
| locating their accommodation options. The result | | | | elusive Sixth Element, a little time and patience. Or |
| of this is that links to your site embedded in you | | | | you could just contact us at Hotel Marketing |
| property name will also, almost always, have | | | | Workshop ( be very happy to assist.- ENDS |
| "destination + hotel" in the anchor text. Having | | | | -Keith Paulin is the General Manager of Hotel |
| your keywords in the anchor text in links to your | | | | Marketing Workshop. Keith has worked in senior |
| web site will help you climb up to page one on the | | | | marketing roles within the hotel industry (Hilton, |
| Search Engines.There are already some links to | | | | Regent, Hyatt, Accor) and in other industries (HP, |
| your site from other web sites, you just don't | | | | Lion Nathan, Shell) and holds degrees in Marketing |
| know who and how many. Helpfully, the Search | | | | and Business Management. Hotel Marketing |
| Engines can tell you how many links there are | | | | Workshop works with chain and independent |
| currently to your site and from which sites. Go to | | | | hotels, large and small, delivering tactical, practical |
| Yahoo and type in linkdomain: (replacing with your | | | | hotel e-marketing strategies that work and they |
| own URL) and hit the Search button. Now, before | | | | assist with expert implementation. Keith has a |
| you get all excited, do the same on Google...using | | | | deep interest in the world of e-commerce, Search |
| the slightly different command link: ...and you will | | | | Engine Optimisation and Search Engine Marketing |
| see a much smaller number. Each of the Search | | | | and a clear track record in producing growth in |
| Engines evaluates and counts links differently and | | | | RevPOV (Revenue Per Online Visit) for hotel |
| Google is the fussiest of them all.How many | | | | clients. |