Search Engine Optimization - or SEO - is a complex science, designed to increase the visibility of a website in the search engines' natural results through the modification of certain key elements and site attributes. Hotel Traffic Builders’ successful SEO campaigns for hotel and travel websites fully acknowledges and addresses the hundreds of different factors that the search engines use to determine the relevancy of a site to any given term - from its posted content and architectural structure, to the age of its primary URL and affiliation with other high-ranking sites.

Recognizing that copy is just one of many tools that should be engaged in a comprehensive SEO strategy, below Hotel Traffic Builders describes the strategies it uses to increase client hotel website's natural search engine rankings. The following list of Hotel Traffic Builders tips provides an excellent starting point in the process of increasing any resort site's visibility through effective SEO copywriting.

1. Begin with comprehensive research of search demand for relevant keyword phrases. Never simply assume that the terms that online consumers might use to find your product will be inherently obvious. Conduct thorough research to determine the exact keyword combinations that should be incorporated into your website copy. Use an online tool such as Trellian Keyword Discovery or Word tracker to analyze the precise keyword phrases that customers enter into the search engines to look for your specific web pages. This research will serve as the focal point of your SEO copywriting campaign - as the foundational piece around which your overall strategy should be built. Analyze the demand for as many relevant keywords as possible, to determine the most effective terms to be used to drive Search Engine Traffic to your property's Hotel website. HTB completes this process on a page by page basis for entire web site as the search terms will vary greatly by web page.

2. Study the statistically weighted demand for keyword combinations in your property's geographic area. You will soon see that not all keywords are of equal importance! SEO works best when it incorporates keywords that are geographically targeted, for two reasons:

•To secure prominent placement for terms specific to an area, your website needs only to compete against other sites within that defined region - rather than every-single hotel in the world with a functional website - making it possible to rank higher and become more visible on a consistent basis; and

•Because geo-targeted keywords are driven by customers interested in your specific local, they are also much more likely to result in successful conversion than less qualified queries. Research relevant terms within all geographic areas that apply to you as these will include the immediate and surrounding areas. Incorporate terms from these various geographic areas into your site copy to maximize exposure.

3. Identify niche terms that generate significant demand. You might be extremely tempted to target only the most popular keywords that appear within your local market that are relevant to your product offering (e.g., "Bahamas hotel," "Bahamas travel"). But keep in mind that these terms will also be the most difficult to secure and maintain with consistently prominent placement - especially in major Destination Markets. A much more effective strategy is to balance the most heavily searched phrases with targeted niche terms (e.g., "Bahamas luxury hotel," "Harbour Island boutique hotel,") - which have a much greater chance of both ranking and converting. Look for targeted niche phrases actively searched by consumers, as a way of driving more qualified customers to your Hotel Website.

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