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By                 :  Colin Cheng 
Category    :    SEO Strategy For Hotels

SEO Strategy For Hotels
SEO Strategy For Hotels

The Onsite session featured four talks:

  • The Keyword is Dead; Long Live the Keyword – Stefan Hull, Director at Propellernet
  • Next Gen Measurement in Google Analytics – Dara Fitzgerald, Head of Analytics and Insight at FreshEgg
  • On Page Content Marketing – Lisa Myers, CEO at Verve Search
  • Ecommerce SEO – Selling Does Not Make You Link Worth – Tim Grice, Head of SEO at Branded3

This was my favourite session of the day. As a search professional, on page SEO is one of my favourite things. It encompasses content marketing, technical SEO and analytical data to truly succeed – pretty much everything that I enjoy about my job. Each presentation was great and gave really helpful insight and strategy for you to put into action. Stefan gave a powerful presentation on really understanding the relevance and role of keyword research in marketing. It’s important to remember that keyword research is only one form of insight and that focusing solely on keyword research will limit us as marketers. We need to fully understand our customers (or our clients’ customers), and several additional marketing channels and messages in order to fit keywords into this. For example, ranking for the keyword ‘hotels in Brighton’ when in reality you’re better ranking for ‘private apartments to rent in Brighton’ is insight that requires a greater level of understanding of all the data we have at our disposal.

I really responded to Dara’s presentation. Not only do I completely buy into Dara’s point of view but we’ve already implementing into our client SEO campaigns. DARA DISCUSSES NEXT GEN MEASUREMENT IN GOOGLE ANALYTICSDara Fitzgerald discusses next generation measurement in Google Analytics The last click attribution model is inherently flawed. We know that consumers do not land on a website and convert immediately. The purchasing process can involve multiple visits, multiple devices and even multiple visitors. We also know that Google Analytics, being cookie based, has limitations. In a single computer household, different visitors to the same website will be registered as one visitor. Conversely, one visitor visiting from three different devices will be registered as three different visitors. While Google is attempting to work around this with the introduction of Universal Analytics, this is still in beta. One way to help solve this issue is to use Google Analytics’ attribution modelling. There are various different models you can use and compare including linear or time decay. I really like to compare the last click model with the first click model to see the difference in conversions. Often we find that in reality, social or referring traffic has been the original source of a conversion that with a last click model would be assigned to direct. Knowing and understanding this data is vital in measuring success and knowing where to put your marketing effort.For me, the highlight of BrightonSEO was getting to listen to Lisa present on the importance of on page optimisation – ‘the ugly duckling of SEO’. I love on page optimisation. I think it goes back to the days of when I was 12 and making my first websites. I self-taught HTML in Notepad long before I knew what SEO was. Therefore, I always approach SEO campaigns with my on page hat on first and foremost.

So to hear Lisa encouraging search marketers to refocus our efforts on on page optimisation was refreshing. We’ve all heard that content is king a thousand times and this has spread throughout different industries as if it was canon. We also know that Google proactively wants webmasters to create the best website they can. These things go hand in hand but that’s not to say there isn’t space for ensuring the mark up of your website and content isn’t done in the best way for search algorithms to understand and for usability. Lisa also raised the really important point that increasingly, on page should include content. Traditionally this is seen as two quite disparate things. You create awesome content and then you optimise it afterwards. Actually these need to be fused into one nugget of amazingness. There’s no point optimising horrendous content that isn’t engaging because the conversion levels will be dire. And if you create awesome content – you will naturally earn links back. I touched on the very same issue in a blog I wrote last week.



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