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The hard truth is that the Internet is a search-driven medium with more than 80% of hotels found only through online Internet searches. This makes search compatibility the most important element in hotel site design. Website optimisation – the process of specifically designing your site’s pages to rank high within search engines – is crucial to building and marketing a functioning hotel website.
You need to take note of your site’s design. While you may be satisfied with reservations pages and overall look, its design may be hindering production and popularity because it is not compatible with search engine optimisation requirements. In turn, this makes efforts to promote and market the site online rather redundant. The hard reality is that if your site does not rank in the top 20 in a keyword search, your target audience is unlikely to find it. Having your site come up in the Top 20 should be a main priority when developing or improving your website.
There are numerous constituents of a web page that affect its performance in searches, these include overall design of the site, Meta tags, keywords, title tags, image alt tags, and site text content; all of which play an important role in determining how high your website will rank or whether or not it gets ranked at all.
• Overall Design of Your Site
The navigation scheme of a site – how easily visitors can travel through the pages of your site – is very important to the overall design. The reasons for this are two fold: visitors should be able to easily find the information they need to make a buying decision, and searchbots should be able to easily navigate every page in a logical order and direction.
• Meta Tags
Meta tags are HTML codes that instruct the browser and although numerous search engines no longer make use of Meta tags, some still do, so it is worth including them. The Meta tag should contain a description that will be visible in most search results. This description should focus on your hotel type and its location, rather than just repeat your domain name. Include your most important keyword phrases and be sure that your description describes the content of the page in detail. As the vast majority of searchers use lower-case letters, keywords and phrases should never be capitalised. You should also get to understand the important difference between singular and plural forms of the keywords.
• Keywords and Keyword Phrases
For hotels, search elements are the most important components in web design. Only about 20% of hotel searches are performed by brand, the rest are organic or general in nature. This makes the use of keywords and keyword phrases an absolute must for successful hotel sites. The key to the effective use of keywords or phrases is to incorporate them into the body text on each page of your site, selecting the best phrases being the most important step towards optimising your site pages for search engines.
• Title Tags
Your page title should contain your most important keyword phrase, and it should be placed first. This should be the most important as well as the one you think most people will enter into a search. For hotels, the Internet is largely a destination-focused medium, and location is most important. Most guests first choose their destination, and then decide where they would like to stay.
• Image Alt Tags
An image Alt tag follows graphic addresses in your HTML code and will be displayed in place of your images through an older browser or when your visitors have their images turned off. To fully optimise images, insert a readable keyword phrase within the Alt tags of your images.
• Site Text Content
Writing body text for a web site is an essential practice. Because body text content is search element, photographs cannot help you here. While images will supplement well-written sales text, they are of no use in a web search. When writing search text, incorporate the afore-mentioned keywords and phrases at least three times, but less than seven or it becomes spam. The more relevant and accurate the keywords, the higher your placement will be.
Essentially, there are no short cuts to Internet marketing – the more attention to detail and the more effort you put in, the greater your final product. Internet marketing can produce enormous amounts of business with a return-on-investment that is unmatched by other types of marketing. Having your website developed properly could just be the best investment you ever make.
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