Should you outsource your hotel’s Search Engine Optimization or keep it In-house?
Search Engine Optimization (SEO) is essential to any hotel’s internet marketing mix. If you do not optimize your hotel website, you will not achieve a high page ranking on search engines, and...
Search Engine Optimization (SEO) is essential to any hotel’s internet marketing mix. If you do not optimize your hotel website, you will not achieve a high page ranking on search engines, and will fail to capture the attention of quality traffic (travelers looking for hotel accommodation). As an hotelier, focused on achieving high occupancy levels, you are already aware of these facts. So, the only question is, do you keep your SEO efforts in-house or do you outsource?
There are pros and cons to keeping SEO in-house and outsourcing SEO. The end decision depending on the goals you want to achieve and the resource, skill and time available. Here are the points to ease your decision making process:
As you can see, there are pros and cons to keeping SEO in-house and outsourcing SEO. A third option is straddling the fence. Keep some SEO activities in-house while outsourcing the remaining. For example, you can keep content development in-house while outsourcing activities such as link building, directory listing and keyword research. To elaborate, here are two SEO activities that are necessary for any hotel and the pros and cons of keeping them in-house vs. outsourcing.
As an hotelier, you know precisely ‘what’ appeals and attracts guests. If you can translate that knowledge into interesting, sale generating content, then keeping content in-house is an excellent idea. However, if writing is not your cup of tea or requires too much of your time, it may be better to outsource.
Note: If you are keeping content development in-house, make sure that you update your content on a regular basis as out-dated information repulses prospective guests.
‘Keyword Research’ sounds simple and such, it is very tempting to keep it in-house. However, this action is ill advisable, unless you have the knowledge and the skill required. Keyword research is vital to your profitability, as the right keywords will drive quality ‘revenue generating’ traffic to your hotel website. Most of us have pre-conceived notions about what kind of keywords will attract quality traffic, and these notions often restrict our market reach. By working with a SEO firm, you can expand your market reach to include new audiences. If you do not have the funds to sign up for a SEO firm, a thorough research of keywords and competitors is vital.
To conclude, SEO is a challenging and time-consuming process that requires a certain level of understanding of the search engines, their ever-changing algorithms and how it affects ranking. To maintain a high page ranking, any individual managing SEO will have to keep abreast to changes and adapt accordingly. So, when deciding which option - in-house or outsource is right for you, keep all the above listed pros and cons in mind.
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