Benefits of Organic Search Engine Optimization: A High ROI Marketing Strategy

By Hillary Bressler Fractional Digital CMO, PinchHit Partners | January 27, 2012

So before I can convince anyone about SEO, I need to teach them "what is SEO and why should I do it." SEO is the science and art of attracting "free" organic traffic to your site. And this works in a way that is different than any other form of online marketing. It is a long term and high ROI marketing model. Dollar-for-dollar, search engine optimization offers the most cost-efficient website traffic-building tactic and can also deliver significant competitive advantages.

**What is SEO?**

Search engine optimization is the process of insuring your site listing appears among the top results of a search in engines such as Yahoo! or Google. The higher a website ranks in the search results, the greater the chance that the site will be visited. SEO is not to be confused with paid search, or Pay-Per-Click (PPC), where an advertiser pays when their listing in the "Sponsored Links" section of a search engine page is clicked.

A 2006 by Radar Research states that 75 percent of advertisers use organic search engine optimization (SEO) tactics, making it the most popular form of search engine marketing. Paid search came in second, with 71 percent of advertisers using this channel. Paid search comprised about 86 percent of total ad spending, while organic search accounted for a mere 12 percent of ad spending in 2006. Because of the competitiveness for some keywords, a significant number of dollars can and are being spent on paid search while SEO delivers results for significantly less.

**What are your SEO options?**

If your hotel is considering SEO as part of your Internet marketing arsenal, you'll find a dizzying array of options from vendors: phone consultations; website audits; on-going SEO consultation; and SEO consulting with implementation. You'll likely also consider undertaking SEO in-house versus outsourced professional services.

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Coming up in January 2019...

Mobile Technology: The Future is Now

Mobile Technology continues to advance at a relentless pace and the hotel industry continues to adapt. Hotel guests have shown a strong preference for mobile self-service - from checking-in/out at a hotel kiosk, to ordering room service, making dinner reservations, booking spa treatments, and managing laundry/dry cleaning services. And they also enjoy the convenience of paying for these services with smart phone mobile payments. In addition, some hotels have adopted a “concierge in your pocket” concept. Through a proprietary hotel app, guests can access useful information such as local entertainment venues, tourist attractions, event calendars, and medical facilities and services. In-room entertainment continues to be a key factor, as guests insist on the capacity to plug in their own mobile devices to customize their entertainment choices. Mobile technology also allows for greater marketing opportunities. For example, many hotels have adopted the use of “push notifications” - sending promotions, discounts and special event messages to guests based on their property location, purchase history, profiles, etc. Near field communication (NFC) technology is also being utilized to support applications such as opening room doors, earning loyalty points, renting a bike, accessing a rental car, and more. Finally, some hotels have adopted more futuristic technology. Robots are in use that have the ability to move between floors to deliver room service requests for all kinds of items - food, beverages, towels, toothbrushes, chargers and snacks. And infrared scanners are being used by housekeeping staff that can detect body heat within a room, alerting staff that the room is occupied and they should come back at a later time. The January Hotel Business Review will report on what some hotels are doing to maximize their opportunities in this exciting mobile technology space.