e-Marketing solutions for hotels
The right mix of e-marketing practices and activities is key to increasing and maximising traffic to a website. For hotels this is especially important as more traffic can be translated into more online bookings and more long-term relationships with customers.
Search Engine Optimisation
Search Engine Optimisation (SEO) allows websites to achieve higher rankings (positioning) for specific searches across all three major search engines — Google, Yahoo! and Bing. For a hotel to appear at the top of the searches, whether for simple name and location searches or more 'complicated' searches, SEO is required to help ensure everything across the site, from page content to incoming links, is optimised as best as possible to achieve the desired rankings.
evolution Digital Agency integrates SEO into any web design it delivers to hotels, and can also help optimise existing, or new, hotel websites for specific, relevant searches — searches based on research as well as discussion with the hotels.
The key to good SEO is not just good practices, but also a good understanding of what is being done, and why. This is why evolution Digital Agency also helps to educate hotels, and their relevant staff, on SEO — thus allowing them to input the growth and evolution of their site's SEO strategy.
evolution Digital Agency can also provide multilingual SEO, crucial to targeting local online markets and local search engine results provided by the major search engines. SEO offers huge opportunities to bring international traffic and customers to a hotel's website, yet local customers or those speaking the same 'language' as the hotel should not be forgotten. Multilingual SEO should logically be rolled out with multilingual website navigation and content, services also provided by evolution Digital Agency.
There are many factors that dictate a website's 'organic' ranking in search engines. A good balance of the following SEO practices should always ensure the best possible organic ranking, as well as allow for expansion and improvement:
- Unique, original content
- Link optimisation strategy
- Clean, usable design
- Keyword research and optimisation
- Optimised, logical URL structure
- Minimal use of Flash and other non-search-engine-friendly programming languages
evolution Digital Agency helps independent hoteliers develop an efficient, effective and logical SEO strategy that grows and evolves with the hotel's needs as well as the trends of the internet.
Pay Per Click
A dedicated Pay Per Click (PPC) campaign, also known as paid search (in contrast to organic search and rankings), is an increasingly necessary addition to any e-marketing and SEO efforts. PPC allows hotels to increase their website’s visibility in search engine listings by being displayed as an 'advert' alongside organic results based on keywords most directly related to the website's offerings.
PPC also allows for a greater control of an advert's (and therefore a website's) visibility and performance. Any keywords a hotel may wish to be visible for are based on a ‘cost per click,’ only costing when users click the advert and visit the website. However, the more popular the keyword, the more expensive the cost per click.
Email marketing suite
Promotional emails and newsletter communications should be an essential component of a hotel’s internet marketing strategy, as well as an aid to any SEO efforts.
evolution Digital Agency develops custom templates based on a hotel's requirements and needs that let the hotel accurately target and communicate with its customer base.
evolution Digital Agency can also design premium email and newsletter templates for a hotel's brand — thus ensuring that emails and newsletters are actually read by those who receive them.
Email marketing provides a range of benefits, most notably the ability for hotels to stay in contact with existing and past clients, build loyalty, spread knowledge of its offerings and increase the potential for an email to become a booking.
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