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