4 Steps To Climb The Search Results

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Posted on Jun 18th 2014

There’s no doubt about it: if you want to climb the search results, capture valuable relevant traffic and send it to your resort’s website, you have a lot of work to put in. You need to design a strong SEO strategy, implement it successfully into your site’s design and content elements and stay up to date with Google’s frequent algorithm updates to ensure you’re keeping up with best practices.

Although the process is time consuming and ongoing, the rewards for your efforts could see your resort’s online booking rates soar.

Want to get started today?

Here are 4 steps to begin climbing the rankings today.

1) Identify The Keywords You Want To Focus On

The first task is to piece together the right SEO campaign for your property, and this begins with picking the right keywords. Too many search strategies fail because marketers concentrate on search terms that are either too broad or too obscure, or perhaps too competitive and being chased after but lots of other similar businesses.

Ideally you should make your initial list of potential keywords fairly broad, then use analytics data and knowledge of your guest personas to refine this list to the very best selection of keywords for your property. For example, instead of going after “Gold Coast accommodation”, you might work for “Gold Coast budget Schoolies accommodation.”

2) Optimize Your Website For These Keywords

Once you’ve narrowed down a list of keywords, it’s time to begin implementing them across your resort’s website. By optimising each page on your website you send signals to Google to help it understand the purpose of your pages and what they are about.

Each page should include the following critical optimisation elements with a focus on a single keyword:

  • Page Title
  • Meta Description
  • H1 & H2 Title Text
  • Alt Text for each image
  • Keyword included in content at least once (bolded)

While you’re working on integrating these optimisation elements into the design and content of your website, don’t forget who you’re ultimately doing all this work for – your guests. Make your strategy human-friendly and take care to scatter your keywords into your content naturally without overloading on any one page.

3) Create A Blogging Campaign

To strengthen your website design and content strategy you need to get blogging. The amount of data that demonstrates that blogging leads to better search rankings and better traffic volume is huge and un-ignorable.

Each time you publish a new blog article, you benefit from a new indexed page on your resort’s website and a new piece of content to share on social media and drive yet more traffic back to your site.

The key to successful blogging is to push overly promotional content aside and focus on the kinds of topics your guests want to hear about it. Include a keyword in each blog, and keep your articles short and to the point to maintain readers’ interest.

4) Analyze, Fine Tune, and Repeat

No one gets everything right first time. You need to be continually reviewing your strategy using analytics to identify and track what’s working for you and what isn’t. Set aside extra time to focus on keywords that aren’t generating enough results and repeat the steps that have brought you success in the past. Google Analytics and other metrics tools will be instrumental for providing the insights you need to ensure your efforts are maximising results.

Have you started taking the steps you need to climb the rankings? Do you regularly review your progress? Let us know in the comments below!


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