What is organic website traffic and why is it the holy grail for accommodation businesses?
Organic traffic to your website is considered the gold dust of digital interactions. While the term might sound fancy, it refers to a visit to your website or app by somebody who has searched and found it by using a search engine like Google or Bing.
When it comes to accommodation businesses, people who visit your website in this way are actively seeking a place to stay, making them likely to book your accommodation if they like what they see.
After a deep dive into data for the websites we managed for accommodation businesses in 2024, we found that just over half of the visits came from organic traffic. That’s well above the travel and hospitality industry average of 31% – a result we’re proud of. Organic traffic doesn’t involve paid advertising, but it does require an investment in effort to
ensure your website’s online presence is powerful enough to pull in the traffic you’re angling for.
In this month’s article, we explain why organic traffic matters and how to boost the number of people finding your website via organic search.
What makes organic website traffic so important to the success of your business?
Our data reveals that organic traffic not only makes up the lion’s share of visits to the websites we manage, but the people arriving in this way are 23% more likely than other visitors to view photos, check room availability, make a booking or submit an enquiry.
These are the visitors you really want because they are more likely than others – including those arriving at your site by clicking a link from another website or arriving via paid advertising – to interact deeply and to make a booking to stay at your accommodation.
Out of the 290,838 total number of visits to the websites we managed in the year to November 2024, the number of new users was 224,620 – a whopping 77%. Organic traffic brought in a significant portion of these new users, helping to make potential guests aware of accommodation offerings and creating opportunities for them to book.
According to the 2024 Organic Search Traffic Benchmarks Report, organic traffic makes up 31% of website activity in the travel and hospitality sector, while organic traffic for websites Seekom manages sits at a significantly higher 50.4%.
This is a result we are thrilled with – by funnelling unpaid, high-intent traffic to client websites, we can be sure we are delivering real value to their businesses.
How do you generate more organic traffic to an accommodation website?
Our approach to improving website search results focuses on key areas that help businesses show up more often when people search online. If you manage an accommodation website, there’s no reason why you can’t use the same techniques to your advantage.
Creating great content
We write helpful, interesting content that relates to what people are searching for. This means when someone looks for information about travel, accommodation, or services, the content is easy to find and appears in the right place.
Making your website easy to use
We design websites that are simple to navigate, work well on phones and tablets, and help search engines understand how everything connects. Think of it like creating clear road signs that guide both customers and search engines smoothly through your website.
Taking care of the technical stuff
We make sure websites load quickly, have clean and professional behind-the-scenes coding, and are set up in a way that search engines like Google or Bing can easily read and understand. Slow load speeds, messy code or poor website architecture can result in a website appearing lower down in the search results – often outside of the first page – which makes finding it more difficult. There are some important online tools you can use to achieve this including schema markup, Google Business Profile and similar platforms.
What is schema markup and how can it help you?
Imagine giving search engines a cheat sheet about your business. Schema markup is like that – it helps search engines show interesting and relevant information about your property when people search online. Instead of just seeing a boring website link, potential guests can see your business name, photos, ratings, or special offers in their search results, making people more likely to click on your listing. We’ve previously written about the value of schema markup in our blog – have a read if you want to harness it for your website.
Spreading the word online about your accommodation
We use several online tools to help people find your business more easily including, Google Business Profile, Bing Places, Webmaster Tools and IndexNow. These platforms help us share your website and information across the internet, making sure you show up prominently in search results, including local ones.
The goal: Maximising your position on search engine results pages
When someone types "affordable motels near me" into Google or Bing, the page of results they see is a search engine results page (SERP). The higher your business appears on this page, the more likely people are to notice you and have a closer look at your accommodation offerings. It’s like having a well-presented shop in a prime location on the main road of a city – everyone’s going to notice you.
By focusing on the actions mentioned above for the websites we manage for accommodation providers, we help them show up more often in search results, thereby nurturing organic growth to attract more potential customers, and boost their business through online bookings.
Need help?
If you’re thinking that doing all this yourself sounds a bit too technical, why not let us handle the heavy lifting? Our team offers tailored strategies that combine content, structural, and technical expertise to drive organic traffic to your website and lift online engagement.
A growing number of accommodation businesses around the world trust us to take care of their websites with fully-managed search-engine-optimisation plans. Find out how you can too by contacting us today. We’d love to help.
Recent Blog Post
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What is organic website traffic and why is it the holy grail for accommodation businesses?
What is organic website traffic and why is it the holy grail for accommodation businesses? Organic traffic to your website is considered the gold dust of digital interactions. While the term might sound fancy, it refers to a visit to […]
SeekomPay ‘brilliant’ for business at boutique South Island motel
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Accommodation marketing calendar 2025: important dates to capitalise on
Accommodation marketing calendar 2025: important dates to capitalise on At Seekom we’re on a constant mission to make your life easier. That’s why we’ve collated a host of key dates for 2025 that offer you the chance to run a […]
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Phone (NZ) : +64 4 974 9588
Phone (UK) : +44 20 3835 5939
Support: support@seekom.com
Websites: webhelp@seekom.com
Copyright 2024 © Seekom Limited (NZ owned)
Accommodation marketing calendar 2025: important dates to capitalise on
At Seekom we’re on a constant mission to make your life easier. That’s why we’ve collated a host of key dates for 2025 that offer you the chance to run a promotion, offer a special deal, create a themed event to delight your guests, or simply be ready to take advantage of an auspicious day or holiday period. Knowledge is power!
From worldwide days of significance that sneak up on you, to Australian and New Zealand public holidays and quirky internationally recognised days that you could leverage to engage your guests, we’ve put them together in a handy calendar.
January
While some of the world has slowed down over the new year period, get ahead of your competitors by planning some promotional offers to tie in with public holidays or the Chinese New Year.
Key dates in January
- 1 January – New Year’s Day
- 20 January – Wellington Anniversary Day (New Zealand)
- 27 January – Australia Day
- 27 January – Auckland Anniversary Day (New Zealand)
- 29 January – Chinese New Year (Year of the Snake)
February
Why not share the love by setting up a special offer for a couples’ get away on Valentines Day, or target savvy Kiwis looking to use the Thursday of Waitangi Day in 2025 to enjoy an extra-long weekend with a discount for a longer stay.
Key dates in February
- 3 February – Nelson Anniversary Day (New Zealand)
- 6 February – Waitangi Day (New Zealand)
- 14 February – Valentine’s Day
March
March provides some ideal opportunities to create some drinks specials if you’ve got a bar or restaurant at your accommodation. Or you could celebrate International Woman’s Day with a special discount on your rates or services for your female guests.
Key dates in March
- 3 March - Labour Day (Western Australia)
- 8 March – International Women’s Day
- 10 March – Adelaide Cup Day (South Australia)
- 10 March – Canberra Day (Australian Capital Territory)
- 10 March – Eight Hours Day (Tasmania)
- 10 March – Labour Day (Victoria, Australia)
- 10 March – Taranaki Anniversary Day (New Zealand)
- 17 March – St. Patrick’s Day
- 24 March – Otago Anniversary Day (New Zealand)
- 27 March – International Whiskey Day
April
April is a golden opportunity to cash in on the school holidays or public holidays like ANZAC Day in Australasia and the extra-long Easter weekend where you could keep your younger guests entertained with Easter-games and egg hunts. If you’re planning to break a few eggs and promote some brunch specials at your accommodation’s café or restaurant, National Brunch Month means it’s an ideal time all April long.
Key dates in April
- All month – National Brunch Month
- 1 April – April Fool’s Day
- 12 April to 27 April – New Zealand school holidays
- 18 April – Good Friday
- 19 April – Saturday before Easter Sunday (Victoria, Australia)
- 21 April – Easter Monday
- 22 April – Southland Anniversary Day (New Zealand)
- 25 April – ANZAC Day (Australasia)
May
May is a great time to put your creative ‘force’ to good use, from Star Wars-themed events to offering Mums a free bonus offering. Alternatively May is a great opportunity to highlight your support of the rainbow community using your social media.
Key dates in May
- 4 May – Star Wars Day
- 5 May – Labour Day (Queensland)
- 5 May – May Day (Northern Territory)
- 11 May – Mother’s Day (Australasia)
- 13 May – World Cocktail Day
- 17 May – International Day Against Homophobia, Biphobia, Interphobia and Transphobia
June
If you’re looking for an excuse to ramp up your accommodation’s social media game, there’s no better time than in the month that contains World Social Media Day! Make the most of the opportunity to celebrate the Australasian public holidays relevant to your location and lure in guests looking to make the most of the long weekends available to them.
Key dates in June
- 1 June – start of New Zealand ski season (varies per location)
- 2 June – King’s Birthday (New Zealand)
- 2 June – Western Australia Day (Western Australia)
- 2 June – Reconciliation Day (Australian Capital Territory)
- 8 June – start of Australian ski season
- 9 June – King’s Birthday (Australia, except Queensland and Western Australia)
- 20 June - Matariki (New Zealand)
- 28 June to 13 July – New Zealand school holidays
- 30 June – World Social Media Day
July
There’s not that much going on in the way of globally-recognised occasions in July, so it might be a good time to take stock, have a breather, and plan for the rest of the year. You could however rustle up some American-style food and lay on some food and drinks specials at your accommodation’s bar or restaurant for American Independence Day. Maybe even hold a fun chess tournament at your campsite if you’ve got an outdoor chess set.
Key dates in July
- 4 July – American Independence Day
- 20 July – World Chess Day
August
August is also a bit of a dry month in the international days of significance stakes, but don’t let that stop your hotel bar hosting a beer-tasting session or crafting some beer specials to draw in your guests on the first of August.
Key dates in August
- 1 August – International Beer Day
- 4 August – Picnic Day (Northern Territory)
September
This month gets a bit livelier. Gear up for the school-holiday period if you’re in New Zealand, tie in some Father’s Day promotions or arrange some excursions to local experiences on World Tourism Day to help your guests get the most out of their stay.
Key dates in September
- 7 September – Father’s Day (Australasia)
- 20 September to 5 October – New Zealand school holidays
- 22 September – South Canterbury Anniversary Day (New Zealand)
- 27 September – World Tourism Day
- 29 September – King’s Birthday (Western Australia)
October
As the weather starts to warm up in the Southern Hemisphere, October offers a range of opportunities to engage your guests plus a smattering of public holidays to take advantage of. From International Coffee Day to the spooky celebrations of Halloween, there are plenty of reasons to get creative with your promotional offerings.
Key dates in October
- All month – International Breast Cancer Awareness Month
- 1st October – International Coffee Day
- 6 October – Labour Day (ACT, NSW and South Australia)
- 6 October – King’s Birthday (Queensland)
- 24 October – Hawke’s Bay Anniversary Day (New Zealand)
- 27 October – Labour Day (New Zealand)
- 31 October – Halloween
November
The lead up to the holiday season kicks off in November. Take advantage of increased travel demand and plan some fun competitions around the Melbourne Cup. To support the men’s mental health cause, you might want to offer a special gift to any customer growing a ‘mo’ for Movember.
Key dates in November
- All month – Movember
- 1 November – World Vegan Day
- 3 November – Marlborough Anniversary Day (New Zealand)
- 4 November – Melbourne Cup Day (Victoria, Australia)
- 5 November – Guy Fawkes Night
- 14 November – Canterbury Anniversary Day (New Zealand)
- 27 November – Thanksgiving (America and Canada)
December
December brings the peak summer season and holiday festivities to Australasia – presenting a gift to accommodation providers and making it your time to shine.
Whether it's offering Christmas lunch packages, organising festive activities for families, or promoting special New Year's Eve deals, it's time to showcase your accommodation's unique offerings and position it as the ideal seasonal getaway to maximise your bookings.
Key dates in December
- 1 December – Chatham Islands Anniversary Day (New Zealand)
- 1 December – Westland Anniversary Day (New Zealand)
- 20 December – last day for New Zealand Christmas school holidays to start
- 25 December – Christmas Day
- 26 December – Boxing Day
- 31 December – New Year’s Eve
School holidays in 2025
Last but not least, let’s not forget the school holidays, which can be a goldmine for accommodation providers offering fantastic family-friendly get-aways. Australian school holiday dates vary by state, while New Zealand school holiday dates are more straightforward.
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Contact Us
PO Box 9300, Marion Square, Wellington 6141
Phone (NZ) : +64 4 974 9588
Phone (UK) : +44 20 3835 5939
Support: support@seekom.com
Websites: webhelp@seekom.com
Copyright 2024 © Seekom Limited (NZ owned)
Why EEAT Standards Matter to Your Motel, Hotel, or Campground
A Simple Guide
Running a motel, hotel, or campground in today’s world means you’re not just managing your property—you’re also navigating the online landscape. With so many travellers relying on Google to find their next stay, how your business shows up in search results can have a big impact. That's where Google’s EEAT standards come into play. These standards help make sure your website doesn’t just get seen but is also trusted by potential guests.
In this post, we’ll break down what EEAT means and why it matters to your business. We’ll also show you how using these standards can help you create content that connects with your customers and ultimately drives more bookings.
What are EEAT Standards?
EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness. These are the key factors Google considers when deciding how to rank websites. In simple terms, the better your website content meets these standards, the higher it could appear in search results.
Let’s break it down:
1. Experience
Does your content demonstrate that you have firsthand experience in the subject you’re talking about? For motels, hotels, or campgrounds, this could mean showcasing your personal knowledge of hospitality, guest care, or location-specific advice.
2. Expertise
Are you a knowledgeable authority in your field? For example, if you run a campground, content that reflects your deep understanding of the local area, camping tips, or eco-friendly practices can show your expertise.
3. Authoritativeness
Do others see you as a reliable source? Reviews, testimonials, partnerships with trusted travel websites, and mentions from well-known sources can establish your authority.
4. Trustworthiness
Can customers trust the information you’re providing? Honest reviews, clear policies, secure transactions, and up-to-date contact information build trust with your audience and with Google.
Why EEAT is Important for Your Business?
So, why should motels, hotels, and campgrounds care about EEAT standards? Simply put, it helps you get noticed online. By adhering to these guidelines, your website is more likely to rank higher on Google, which means more potential guests will see your business when they search for accommodation.
Key Benefits:
1. Better Search Engine Rankings
The higher your website ranks in search results, the more traffic it can receive. EEAT content helps Google recognise your website as a credible source, boosting its visibility.
2. Increased Bookings
When potential guests find you quickly and trust your website, they are more likely to make a booking. Trustworthiness and expertise in your content encourage them to choose your property.
3. Stronger Brand Reputation
Content that reflects experience and expertise builds a positive image for your motel, hotel, or campground. It positions your business as knowledgeable and reliable, which can lead to more word-of-mouth referrals and returning customers.
4. Customer Trust
In the short term rental industry, trust is everything. Guests need to know they are booking with a reliable business. By focusing on transparency and authority in your content, you make it easier for customers to trust you before they even step through the door.
How to Use EEAT to Build Great Content
Creating content that follows EEAT principles is not as complicated as it sounds.
Here are a few practical steps:
1. Share Your Experience
Write blog posts, guides, or videos sharing personal experiences that relate to your property. For example, talk about the best local attractions or how your team goes the extra mile to ensure guest comfort.
2. Showcase Your Expertise
Provide tips or advice that shows you know your field. If you run a campground, write about the best camping gear, local wildlife, or safety tips. If you manage a hotel, highlight your experience with managing guest services, cleanliness, or luxury amenities.
3. Gain Authoritative Links and Reviews
Encourage guests to leave positive reviews on trusted sites like TripAdvisor or Google Reviews. Partner with local tourism boards or collaborate with travel bloggers to get mentions and backlinks to your website.
4. Be Transparent and Honest
Clearly list your prices, policies, and contact details. Make it easy for visitors to find everything they need and feel secure when booking with you.
Conclusion
Incorporating EEAT standards into your online content may seem like an extra step, but it’s a powerful way to boost your business. Whether you’re running a small motel, a bustling hotel, or a serene campground, aligning your website with Google’s EEAT principles can bring long-term benefits—more bookings, better reputation, and increased visibility.
So, take some time to ensure your online content reflects your experience, expertise, authority, and trustworthiness. In the digital age, this small investment in your content can pay off in a big way!
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Contact Us
PO Box 9300, Marion Square, Wellington 6141
Phone (NZ) : +64 4 974 9588
Phone (UK) : +44 20 3835 5939
Support: support@seekom.com
Websites: webhelp@seekom.com
Copyright 2024 © Seekom Limited (NZ owned)
Promo codes are back, plus other Seekom enhancements
Seekom users can now manage promotional codes and make it easy for guests to use them when making online bookings at their accommodation, thanks to a recent update that re-introduces the feature alongside some other small but helpful improvements.
These changes are designed to support marketing efforts and make management of last-minute bookings simpler.
Promo codes are back
We’ve added the promo code feature back to our new online booking screens, making it simple for you to allow guests to enter a discount code you have made available as part of a special offer.
This could be used to support an advertising campaign or promotional offer, or harnessed to offer a discounted rate for returning guests when they use the promo code for their next booking with you.
To set up a promo code check out our promo code help guide. Once set up, you can make the code live on your booking screens by visiting the Website Booking Templates screen in Seekom iBox, selecting General Fields, and then Other Options.
More control over your after-hours cut-off time
Last, but not least, we have given you finer control over the after-hours cut-off time you can set in our system for your property’s needs.
The after-hours cut-off time is an optional setting that can be used to automatically change the selling method of any remaining available units at your accommodation to 'on request.' Any online bookings made after a ‘cut off time’ you set will be processed as a request, rather than instantly accepted, allowing you to either confirm or reject the booking.
Our latest update allows you to select a cut-off time in any 15-minute block, rather than on the hour, as was previously the case.
By setting a cut-off time in Seekom that is slightly ahead of when your office closes, you can avoid situations where a customer booking on the day of their stay starts their booking online shortly before the cut-off time but finishes it afterwards, resulting in their booking being instantly confirmed after your office closes and them turning up with no one to check them in.
Please have a read through our help guide on how to set the after-hours cut off.
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What is organic website traffic and why is it the holy grail for accommodation businesses?
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Sign Up For Updates
Contact Us
PO Box 9300, Marion Square, Wellington 6141
Phone (NZ) : +64 4 974 9588
Phone (UK) : +44 20 3835 5939
Support: support@seekom.com
Websites: webhelp@seekom.com
Copyright 2024 © Seekom Limited (NZ owned)
How to make the most of Seekom’s enhanced SMS guest messaging
According to global SMS messaging company Modica Group, there are now more than 7 billion phones in the world, 91% of adults keep their phones within arm’s reach at all times, and 98% of SMS messages are opened in the first three minutes.
That’s a whole lot of reasons to consider using more SMS messaging to improve the guest experience and make life easier for staff at your accommodation business.
From before guests arrive to after they leave, our recent Seekom SMS upgrade can help ensure their experience is the very best possible.
Not only that, but it can save staff time and increase your business’ revenue by making guests aware of all the additional free and paid services you can offer.
Here are just a few ways you can harness Seekom’s new SMS messaging at your place.
Before guests arrive
First impressions matter. So why not send guests a friendly “We’re looking forward to having you stay with us” message, accompanied by some of the highlights of your local area, or accommodation, to whet their appetite and get them excited about their upcoming visit
For guests arriving outside of regular hours, automated text messages sent a day or so prior to their arrival can guide them through where to park and after-hours check-in processes, reducing stress and informing them of your normal reception hours.
Additionally, confirming contactless check-in services via text may be convenient for some of your guests, while also reducing reliance on your staff to complete the check-in process.
From an upsell perspective, a day or two before your guests arrive could be the ideal time to dangle the carrot of an enticing room upgrade.
During their visit
Consider continuing the smooth flow of information with a welcome text on the day of arrival coupled with those essential Wi-Fi details to set a positive tone for your guests’ stay and make them feel appreciated.
If there are any ongoing nearby roadworks or impending weather issues, a group SMS to all guests staying with you to pass on helpful logistics or safety information can go a long way. Proactive communication helps guests adjust their plans and avoid potential inconveniences, demonstrating your commitment to their comfort and safety.
You might also take advantage of the new SMS messaging feature to advertise all the upsell options you offer – your guests need to be aware of them to take advantage of them. For example, you might set up an automated text message to all guests staying with you alerting them to gear hire opportunities or offering them the option to extend their stay with a late check-out for an additional fee.
Lastly, informing guests about local attractions, events and seasonal activities is another way you can add value, positioning you as an insider resource for guests looking to get the most out of their stay with you.
After guests leave
When guests check out, it need not be the final goodbye. Why not use Seekom’s text system to request online feedback or a review to gather valuable insights and boost your online reputation? You could also encourage guests to follow your property’s page on social media or share favourite photos from their stay.
A charmingly crafted thank-you text can leave a lasting positive impression that may increase the likelihood of repeat bookings. Additionally, you could boost repeat business by offering a discount on a guest’s next booking to incentivise their return and build loyalty.
These are just a few of the many ways you can make the most of our new SMS functionality to enhance your guests’ experience, drive additional revenue through upselling, and distinguish your property as a customer-centric destination that goes above and beyond to ensure guest satisfaction.
The great thing about text messages is that the vast majority of people receive and read them almost immediately. And once you set the wheels in motion, the automated messaging takes care of itself – saving you time. The power is now in your hands.
How do I start using the new SMS feature in your Seekom account
To start making the most of automated and group SMS messaging, make sure to read our SMS upgrade help guide. Our support team is happy to assist you in getting things set up.
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What is organic website traffic and why is it the holy grail for accommodation businesses?
What is organic website traffic and why is it the holy grail for accommodation businesses? Organic traffic to your website is considered the gold dust of digital interactions. While the term might sound fancy, it refers to a visit to your website or app by somebody who has searched and found it by using a search engine like Google or […]
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Sign Up For Updates
Contact Us
PO Box 9300, Marion Square, Wellington 6141
Phone (NZ) : +64 4 974 9588
Phone (UK) : +44 20 3835 5939
Support: support@seekom.com
Websites: webhelp@seekom.com
Copyright 2024 © Seekom Limited (NZ owned)