Search Engine Optimization (SEO) for the Hospitality Industry

90% of all website traffic comes from the first page in Google Search. If your company is hidden on page two, your customers won’t find you. And Google is constantly changing the algorithm that determines whether your site is relevant and ranked in search. In order to stay ahead of these changes, it’s critical to combine a strong strategy with continuous evolution to both your website and your digital marketing outreach.

What Do Search Engines Look For?

However much we wish there was a cheat sheet of exactly what Google evaluates to determine how websites should rank, there isn’t. Your job is to focus on your marketing and revenue goals – ours is to stay on top of even the most minute algorithm changes. We spend an enormous amount of time to research and analyze what impacts ranking results, and it comes down to two primary factors: relevance and popularity.


Search engines want to know what your website’s about. They regularly crawl and analyze every website in the world to identify why each website is relevant to a specific audience. They do this by looking at keywords embedded within the website’s content, as well as certain sections of the website’s content management system (CMS). They then gather this information and bring it back to Google data centers where the information is regularly stored, updated, and retrieved when people search specific keywords on Google.


Google is placing more weight on a website’s ‘popularity’ than ever before. They are looking closely at whether a website provides a positive user experience, and whether other websites value the content on the website enough to link back to it. Basically, do people and websites like and value your site? Therefore, search engines look closely at time-on-site, load time, bounce rate, average number of links clicked, responsiveness, and how many authoritative websites link back to content on your website.

We know…SEO sounds daunting. Lucky for you, we’ve got a team of digital marketing experts that can help.

SEO Product Offerings

Review our list of options below and we’ll ensure that search engines understand what your website’s all about, and why users want to find it.

SEO Audit

An SEO audit evaluates the health of your current website by examining what’s working and what needs improvement. We’ll then provide you with an outline of what needs to be altered or updated in order to increase your SEO success rate. Here’s what’s included in our SEO audit:

  • An examination of your website CMS, your link structure, domain authority, web performance factors (such as site speed, bounce rate, responsiveness, etc.), overall website performance, and any existing optimization efforts.
  • Analysis of your domain authority in relation to your competitors and identification of your SEO strengths and weaknesses to ensure your site outperforms your competition.
  • Development of a written evaluation that outlines which current elements of your web strategy are effective and which need improvement. We’ll then provide a proposed action plan for improvement.

Keyword Strategy

Your targeted keywords are the most critical component of on-page SEO. Our team will:

  • Analyze your business and your industry
  • Discuss which terms offer the best context and opportunity to rank for your business
  • Review your competitors’ targeted keywords
  • Identify which keywords are currently driving the most traffic with the least competition in search
  • Propose keywords to optimize each page of your website
  • Implement keywords and descriptions into Alt, Meta, Title, and Header Tags, and optimize links and URLs within your website’s CMS

Complete SEO Strategy

Since Google weighs both site relevance and popularity as the critical factors in determining rankings, it’s important that you do more than just tell the search engines what your site is about. Your website also needs to load quickly and maintain user engagement through maximized time-on-site. You need to maintain a low bounce rate, regularly post fresh content, and ensure that users can seamlessly access your site on mobile and desktop. While search engines need to know what your site is about, they also analyze site performance to determine whether users value the experience on your site. Basically, the better the experience, the higher the rankings. Here’s what we’ll do:

  • Complete keyword strategy and implementation as outlined above
  • Identify issues that may impact bounce rates, site speed, and responsive use
  • Review and update internal link structure
  • Set up Google Analytics and Google Webmaster Tools (if not in place), and crawl your site for indexing
  • Submit full sitemap to Google and Bing and run a Google penalty check
  • Build a Google+ page to aid with search (if one isn’t already in place)
  • Perform an initial backlink analysis and suggest avenues for increased optimization

Monthly SEO

Standard Montly SEO ensures your website CMS remains updated, and that on-page SEO remains optimized. Updates to your CMS are critical to the health of your site in order to ensure optimal speed, functioning, and overall performance. If website plugins are not regularly updated, they may stop working and the site could become vulnerable to hacking. Continuous optimization of your keywords and traffic sources will ensure that you are maximizing your communication with your website visitors, as well as search engines. Here’s what we’ll do every month:

  • Review newly added images and copy on your website for errors, and identify if any of it may be slowing down your site. (Yes, speed impacts your search rankings. If your website takes more than three seconds to load, your rankings may be compromised.)
  • Apply any necessary updates to your website’s plug-ins and CMS
  • Review website analytics to identify traffic sources
  • Identify the top keywords that are driving traffic to your site, and make recommendations for future content creation, based around these keywords and concepts
  • Identify the primary sources of your incoming traffic, and make recommendations for how you can enhance these channels
  • Review Google Webmaster Tools to ensure the site is being properly indexed, searched, and crawled
  • Review social channels to ensure that your content is being optimized among multiple platforms and your posting structure is in line with best practices
  • Continue to optimize Title, Meta, Alt, and Header Tags
  • Provide a quarterly summary report that outlines our findings, along with any recommendations your staff can implement to improve your SEO performance

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