When it comes to hotel content marketing, no strategy would be complete without a healthy dose of SEO. In a world where content is still king, this means having a strong content marketing plan. Add to this the mobile revolution where around three quarters of travellers will shop through their smartphone before booking on a desktop or laptop1 and it can be hard to know where to start. What is clear is that content is essential to SEO and blog marketing for hotels should appear on the to do list – coupled of course with an eye to making those blog posts mobile friendly.
If you aren’t convinced that your SEO campaign is crying out for intensive blogging, read on as we outline the many advantages that blogging offers hoteliers and their websites.
Drive organic traffic with fresh content
Google loves websites that are frequently updated and a blog is the perfect way to ensure that fresh, engaging content is consistently added to your site. High quality blogs, appropriately optimised for relevant keywords can have a positive impact on organic search traffic.
Search engine spiders crawl content to get an idea of what a page is about and how it should be indxed. If you’re regularly adding lots of thematically and contextually relevant content pieces in the form of blogs (top day trips from your Dubai hotel for example or the best restaurants in the UAE) you’re giving lots of signals which help Google to understand what search queries your content is relevant to and what phrases you should be ranked for.
Of course, when content is first crawled it will be valued and indexed but overtime, it can become devalued as the content is deemed less relevant or goes out of date. To ensure that your website is indexed more frequently, giving you a greater chance to improve your SEO ranking, new content is essential.
You can use your new blog content to aid your SEO strategy even further by adding AMP to blogs and articles as you upload them. This means the content is mobile friendly and will be served faster on mobile devices – an important ranking factor that could see your hotels topping the search results pages.
A Natural way to grow your website
A large website doesn’t automatically improve your SEO rankings. However, that doesn’t mean that adding pages and growing your website naturally doesn’t have any benefits.
Google’s former engineer, Matt Cutts2 has previously explained that sites with more pages will generally get more traffic due to each individual page ranking for their own set of search queries. Coupled with this is that fact that larger websites naturally have more links, further providing additional routes into the site and contributing towards better search positions. The combination of more pages, greater opportunity for building backlinks and traffic through internal pages, means that your blog has the potential to support a wider SEO strategy.
Every new blog that you write creates a new page for your website, giving you an added chance to drive up your ranking if the post is structured and optimised correctly. Make useful, authentic and meaningful content a priority as you look to grow your site rather than simply creating lots of poor quality or very light blog posts.
Build your authority
Blogging provides you with a flexible tool to demonstrate your authority within the market – a factor that search engines take into consideration when indexing.
While the exact signals that search engines use to determine authority aren’t known, there are areas that you can assume at least play a role and heavy blogging activities can help. For example, receiving high quality back links and positive engagement metrics for one of your blog posts is a sign that people are taking the time to read your content. This could see you move up the rankings.
Creating social media content
Do you view SEO strategy and social media as two separate practices? This is a mistake. Social media has evolved from a platform to simply connect with friends to a powerful tool that can drive business and organic traffic.
Social media can boost your SEO efforts in numerous ways, from encouraging external links back to your website to social sharing highlighting your hotel’s authority within its space. And with 1.8 billion Facebook users, 600 million Instagram users, and 313 million Twitter users, it’s not a marketing or SEO opportunity any hotel with rooms to fill can afford to miss.
But what does this have to do with boosting your blogging activity? Well, blogs provide the perfect content to share across social media platforms, providing links back to the original content. Through creating and then sharing engaging, original blogs, you can simultaneously support your social media and SEO strategies.
With the SEO benefits in mind, blog marketing for hotels could prove to be a game changer for hoteliers that successfully employ blogging techniques to complement wider SEO strategies.