Elevating Your Accommodation Business’ Website: A Guide to SEO Best Practices for Motels, Hotels, Campgrounds, and B&Bs
In today’s digital age, the success of accommodation businesses hinges significantly on their online presence.
Most travel planning and bookings occur online, making it crucial to stand out in search engine results.
At Seekom, we’ve curated essential search engine optimisation (SEO) best practices to enhance your website’s performance and visibility among prospective guests.
The Foundations of a Winning Accommodation Website
Effective Communication and Strategic Use of Keywords
A non-negotiable for any successful website is clear, understandable language – it’s your digital handshake.
Beyond communicating clearly with the people browsing your website, you also need to make sure your site wins the favour of Google and other search engine algorithms to ensure it appears early in the results when someone is searching for accommodation in your area.
That’s where keywords come in – these are specific terms like “Nelson accommodation”, which potential guests might type into a search engine to find you.
Integrating keywords effectively into your website content is pivotal for improving SEO. This, combined with compelling headlines and subheadings that incorporate these keywords, will encourage visitors to explore your site.
Structured Navigation and Imagery
Your website should serve as an inviting virtual tour of your property.
Utilise ‘H1’, ‘H2’, and ‘H3’ tags for headings on your website to organise your content clearly – H1 is used for main titles, H2 for section headings, and H3 for sub-sections.
This structured use of headings not only aids in streamlined navigation but also improves SEO by helping search engines understand the hierarchy and importance of the information on your pages.
Complement this layout with imagery that showcases your facilities, each accompanied by descriptive alternative text (usually added in the ‘alt text’ field for images in your content management system when you upload them). This alt text is a brief description that not only helps search engines understand the image content but also enhances accessibility for people using screen readers.
Calls to Action and Content Depth
The effectiveness of ‘calls to action’ (CTAs) on your website cannot be overstated. Each page should guide visitors towards interacting with your services, either by making bookings or enquiring further.
Having enough useful content on your pages helps ensure they are useful and have adequate ‘content depth’ for Google and other search engines to rank them highly. Adequate content depth – typically around 800 to 1,000 characters per page – provides search engines with sufficient context to effectively determine the content of your site and display it in the search results for prospective visitors.
The Impact of SEO and User-friendly Content on Visitors and Bookings
By incorporating clear communication and these SEO elements, you can create a website that's easy to find, engages and informs visitors, and reflects the unique qualities of your hospitality brand. In doing so, you will increase your chances of transforming casual browsers into booked guests.
Remember:
- Enhance your SEO: By incorporating targeted keywords and providing valuable, engaging content, you can improve the visibility of your accommodation on search engines, attracting more organic traffic.
- Improve the user experience: Clear, informative content and easy navigation enhance the user experience, reducing bounce rates and encouraging visitors to explore your accommodation website further.
- Drive conversions: Direct CTAs and streamlined booking processes reduce barriers to booking, leading to higher conversion rates.
- Build trust: Providing detailed information about your accommodation, from room types to local attractions, builds trust with potential guests, making them more likely to book.
Applying SEO Strategies: Best Practices and Tips
As we delve into how to optimise various pages of your site, remember that the key to effective SEO and a quality website is not just in the technical application of this advice, but also in maintaining a consistent tone and style that reflects your brand.
Regular updates and a focus on adding value for your visitors are crucial for keeping your content relevant and engaging.
Apply these principles diligently, and you'll see tangible improvements in how your site performs both in search rankings and user engagement.
Homepage: Optimising Your Homepage for Maximum Impact
Your ‘Homepage’ is your digital front door, setting the tone for your visitor’s experience. Here’s how to make it compelling:
- Headline (H1 tag): Start with an upfront headline (using the H1 tag) that encapsulates your essence, like “Welcome to Sunshine Motel: Your Relaxing Retreat in Nelson”. Ensure your headline includes a primary keyword, such as "Comfortable and Affordable Motel in [Location]", to optimise it for search engines.
- Introduction: Craft a brief but vibrant introduction that showcases what makes your accommodation unique. For instance: "Step into the warmth and charm of Sunshine Motel, your go-to haven in Nelson. Offering cosy rooms, top-notch amenities, and a prime location just steps from the sandy shores, we promise an unforgettable stay at unbeatable value."
- Structured sections: Organise your homepage with subheadings (using H2 tags) for sections like 'About Us', 'Our Rooms', and 'Facilities'. For example, under ‘About Us’, highlight your history and commitment: “Family-owned since 1998, Sunshine Motel prides itself on creating a welcoming atmosphere where every guest feels at home. Our dedicated team goes above and beyond to ensure your stay is comfortable and memorable.”
- Content flow: Guide your visitors seamlessly through the page. Start with a welcoming introduction, showcase your amenities and rooms, and lead them towards making a booking.
This method efficiently highlights your accommodation's unique selling points – location, value, and personal touch. By including relevant keywords and crafting an inviting, user-friendly layout, it boosts SEO and engages potential guests. This approach addresses their main concerns: comfort, convenience, and a memorable experience.
Booking Page: Crafting an Effective Booking Page to Convert Visitors
Your ‘Booking page’ is where interest turns into action. To optimise it for higher conversions, consider the following:
- Headline (H1 tag): Use a clear and inviting headline (using the H1 tag), such as “Book Your Stay at Sunshine Motel”.
- Booking instructions: Streamline the booking process with simple, step-by-step instructions. For instance: "Select your dates, pick your preferred room, and complete your booking effortlessly. Enjoy peace of mind with our flexible cancellation policies and ensure the best rates by booking directly with us."
- Important details: Clearly provide information about cancellation policies, payment methods, and other booking-related details. This transparency helps build trust and manage expectations.
- CTA – call to action: Prominently display a ‘Book Now’ button, encouraging immediate booking. For example, use an inviting phrase like “Book Now – Start Your Nelson Getaway Today” to create a sense of excitement and urgency.
This streamlined approach reduces booking obstacles, prompting guests to easily complete reservations. A clear, prominent CTA and detailed information about policies and benefits effectively address common concerns, boosting conversion chances.
Simplifying the booking process and highlighting benefits such as flexible policies and competitive rates enhances the user experience and encourages bookings.
Contact Us: Optimising the Contact Us Page for Enhanced Guest Interaction
Your 'Contact Us page’ is vital for establishing a connection with potential guests.
Here’s how to make it inviting and effective:
- Headline (H1 tag): Start with a headline (using the H1 tag) that’s both inviting and clear, like “Get in Touch with Sunshine Motel”. This directly encourages communication.
- Diverse contact methods: Offer various ways to get in touch, such as phone, email, and an online contact form. For instance: "Got questions? We’re eager to assist! Reach out to us at [Phone Number], drop us an email at [Email Address], or simply fill out our contact form. We're excited about making your Nelson visit exceptional."
- Location map: Embed a Google Map to pinpoint your accommodation's location. This visual aid not only enhances local SEO but also helps travellers easily locate your property and its proximity to major attractions.
- CTA – call to action: Encourage visitors to contact you for any queries or direct bookings. A welcoming and clear CTA can significantly increase direct guest interaction.
Providing various contact methods caters to diverse preferences, simplifying guest communication. Including a Google Map enhances local SEO and assists in location understanding, aiding guest decision-making. This approach transforms the 'Contact Us page’ into an effective tool for engaging guests and boosting bookings.
Facilities: Showcasing Your Facilities to Attract and Engage Guests
Your ‘Facilities page’ is where you highlight what makes your property special.
Here’s how to showcase them effectively:
- Headline (H1 tag): Use an inviting headline (utilising the H1 tag) like “Discover Our Amenities at Sunshine Motel”. This sets the tone for what guests can expect during their stay.
- Vivid descriptions: Provide detailed descriptions of your facilities, emphasising unique features or amenities. For example, you could say: “Immerse yourself in our crystal-clear outdoor pool, stay up to date with free high-speed Wi-Fi, and kickstart your day with a complimentary breakfast. At Sunshine Motel, every detail caters to your comfort.”
- Quality images: Accompany these descriptions with high-quality images. Ensure each image has a descriptive alt tag, improving SEO and making your site more accessible.
Detailed descriptions alongside quality images effectively display your facilities, providing guests with a clear understanding of what’s offered. Emphasising
amenities like free Wi-Fi and breakfast differentiates you from rivals and influences traveller decisions. This method not only makes your ‘facilities page’ more engaging but also raises the potential for converting visits into bookings.
Accommodation Options: Highlighting Your Accommodation Options to Cater to Every Guest
Your ‘Accommodation Options page’ is crucial for showcasing the variety and uniqueness of your offerings. Here’s how to optimise it:
- Headline (H1 tag): Begin with a descriptive headline (using the H1 tag) such as “Choose Your Perfect Room at Sunshine Motel”. This immediately informs visitors about the content of the page.
- Room types and details: Detail each room type, focusing on amenities, pricing, and suitability. For example: “Find your ideal stay, whether you’re traveling solo, as a couple, or with a family. Our King Suite offers luxury and ample space, while our Double Queen Room is perfectly suited for families. Each room is equipped with modern amenities and comfortable bedding, ensuring a memorable stay.”
- CTA – call to action: Incorporate direct links to book specific room types, making the reservation process straightforward and efficient.
Clear, detailed room descriptions help guests quickly identify their ideal choice, increasing booking chances. Using relevant keywords for room types and amenities improves SEO, attracting more organic traffic to the page.
Local Attractions: Promoting Local Attractions to Enhance Guest Experience
Encourage guests to explore the area by highlighting local attractions:
- Headline (H1 tag): Use an informative headline (utilising the H1 tag) such as “Explore Nelson Attractions Near Sunshine Motel”.
- Engaging descriptions: Offer compelling descriptions of nearby attractions, their distance from the motel, and their appeal. For example: "Explore the stunning Abel Tasman National Park right on Nelson’s doorstep, or dive into a myriad of other attractions such as skydiving, white water rafting, and local museums. Our convenient location at Sunshine Motel provides easy access to these and many more spectacular attractions."
- CTA – call to action: Provide links for more information or to book rooms, aligning a stay with the exploration of these attractions.
Featuring local attractions not only improves the guest experience but also enhances local SEO. Using location-based keywords draws in guests interested in nearby attractions, leading to more booking prospects.
At Seekom, we specialise in boosting your online presence through bespoke SEO and optimal web design services tailored specifically for the accommodation and hospitality sector.
Whether you're enhancing an existing website or creating a new one from scratch, our expert team provides comprehensive support at every step.
Ready to elevate your website's performance? Contact us today to learn how our customised web design and management services can revolutionise your digital strategy, turning casual browsers into loyal guests.
Note: Something you may not know, is that we also build websites. Many of our customers have Seekom built, fully managed websites which we maintain, including SEO management. If you’re interested in finding out more about this, get in touch.
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Picking the right integrated payment solution for your online bookings
Online bookings make up a large portion of most accommodation providers’ revenue. That’s the reason many hotels, motels and holiday parks put so much effort into ensuring the booking engine on their website is easy to use and presents their accommodation in the best possible light.
However, there is another link in the online booking chain that isn’t always given the attention it deserves, and that’s the payment solution you chose to handle online card payments.
This is the technology that ensures payments made by your guests when they make a booking are transmitted securely to a payment processor and can ultimately make it into your bank account.
There are a myriad of payment solutions available, ranging from having separate arrangements with an acquirer, payment gateway intermediary and a network, to a simple one stop shop such as SeekomPay that provides a full payment solution with seamless integration into our Seekom property management software.
The payment solution you choose can have a big impact on your balance sheet and cash flow, so it’s worth taking the time to consider a few key points when deciding which one to use.
Integrations - will the payment solution work with your existing systems?
If you’ve invested a lot of time into your website, online booking engine and other systems, you will want to make sure the payment solution you choose plays nicely with them.
There are many solutions available that can be integrated with your platform of choice. For example, Seekom works seamlessly with our SeekomPay solution and we also offer integrations with a range of other payment gateway providers.
Before you settle on your payment solution, consider the systems you currently use and make sure they offer integrations with your preferred choice.
Security – is it PCI compliant and does it protect customer card details?
According to Statista, e-commerce losses to online payment fraud were estimated at US$41 billion in 2022. For this reason, security should be high on your list.
The gold standard for security, and the one all online merchants should aspire to, is Payment Card Industry Data Security Standards (PCI DSS) compliance. PCI DSS is a set of international security regulations implemented by card schemes to safeguard credit and debit card transactions while preventing the misuse of cardholders' personal information.
Using a PCI DSS compliant payment solution means transactions are securely encrypted and appropriate steps are taken throughout the transaction chain to protect your customers, and yourself, from the impacts of fraud.
Some payment solutions also offer ‘tokenisation’, which allows a customers’ credit card details to be securely stored. This is particularly useful if you have repeat bookings at your accommodation as it means guests won’t have to enter all of their card details to pay every time they book online with you.
Another consideration is whether the payment solution uses 3D Secure 2.0. This technology analyses each transaction made on a card and gives it a risk rating. If the transaction is deemed high risk, the customer is required to provide further evidence of their identity, often by entering a password or a code sent to their personal email or mobile device. This can reduce fraud stemming from stolen cards.
Payment options – what payment methods does the solution support?
The purpose of your payment solution is to help facilitate payments from your customers, so it makes sense to consider what payment methods it supports.
Think about the credit cards your customers use and any other ways they like to pay for their bookings and choose a solution that supports those methods.
Also consider whether or not you need a physical payment terminal. Payment terminals generally attract a monthly fee, and if your guests are almost entirely booking online (and rarely pay on site), you could be saving money by setting up a virtual terminal, if this is supported by the payment solution you're considering
Simplicity - does your payment solution involve several parties, or just one?
The world of payments is complex and it helps to understand the differences between various links in the payments ‘chain’, so you can assess where you might be able to minimise unnecessary overheads and agreements with different providers.
For payments to be fully processed, there are three key components:
- the payment gateway, which is the secure online page where a customer enters their credit card details to complete a transaction.
- a merchant acquirer, which is the financial institution that processes transactions they receive from the payment gateways or your on-site terminals, on your behalf. They act as the intermediary with the ‘schemes’ (e.g. Visa, Mastercard), to approve transactions and then settle those into your bank account.
- The network (e.g. EFTPOS NZ or Worldline), which sits between the gateway and the merchant acquirer.
Many accommodation providers will have separate agreements with each of these entities to enable payments to be processed, and in some cases they won’t be integrated with the accommodation provider’s property management system. Other payment solutions, such as SeekomPay, facilitate all of these components, making life simpler and more often than not, saving money.
Fees – what will your payment gateway cost you?
Another consideration is cost.
Payment gateway providers typically charge a monthly fixed fee, plus a fee on each transaction they process. Usually they’ll charge a minimum monthly fee if your transactions fall below a certain threshold.
Merchant acquirers charge a merchant service fee (a percentage of the transaction value). In some cases merchant service fees are charged as a ‘blended rate’, where all card types incur the same fees, while in other cases an acquirer may charge different merchant service fees depending on the card type, i.e. a rate for domestic debit and credit cards, a rate for commercial & premium cards and then an additional loading for international cards.
Networks charge a monthly fee in New Zealand.
The fees and rates you will pay for your full payment solution can vary, so it’s worth checking what kind of impact they will have on your bottom line. It’s also worth finding out about any other hidden fees, along with potential initial setup fees.
It’s a balancing act – looking at the best merchant service fee alone might not be the best deal for you if you’re also paying fees and charges to other providers, needing up to three separate direct debit arrangements and missing other components, such as the benefits of having a solution that is fully integrated with your property management software. And remember, you can offset your merchant service fee by applying a surcharge. This is common globally, including in Australia, and is becoming more accepted in New Zealand.
Support – if something goes wrong, who can you call?
While payment solutions should run without a hitch, payments involve complex infrastructure and there is always the possibility that something could go wrong. If the worst happens, will you be able to get support or information quickly?
For New Zealand and Australian accommodation businesses, there is benefit in choosing a local provider with a support team that operates in the same time zone. You will also want to make sure you can reach them on the phone if needed – there’s nothing worse than having an urgent issue and only being able to contact support by email.
So you’ve chosen your payment solution. What’s next?
Choosing the right payment solution is the hard part, but before you can start accepting credit card payments from guests for the first time or via your new chosen solution, you'll need to complete and submit a merchant application form.
This application is a prerequisite to establishing a merchant account with your chosen payments provider, and requests information such as business profile details, owner details, processing details, and transaction information. It allows the merchant acquirer to obtain a profile about you and your business and helps them assess the merchant application for
approval.
To ensure you don’t have to stop-start when completing the application form, be prepared and make sure you have certain things on hand, such as:
- a form of ID (e.g. driver’s licence, passport)
- proof of bank account
- proof of trading address
- average transaction size and annual turnover.
Completing application forms can be a daunting task and sometimes puts people off from changing providers, even though it is financially beneficial for them. At Seekom we make this process as easy as possible by pre-completing as much of the application as possible based on discussions with our customers. All they need to do is to complete the sections that
require proof of ID, bank account and trading address.
Once done, the application will be assessed for approval. Once approved, you will be onboarded as a merchant and can soon begin accepting guest payments.
If you opt to have a separate payment gateway intermediary you’ll need to complete a separate application in addition to the merchant application. The requirements for this application are typically not as intensive as for the merchant application.
Whatever you choose, it’s worth monitoring your performance and keeping your options open as online transactions can play a large role in the success of your accommodation business. In this regard it may be helpful to choose a provider that doesn’t lock you into a long-term contract – our own SeekomPay solution is provided on an open-term agreement so you can join and leave as you please.
Interested in using SeekomPay? We are offering to waive SeekomPay sign-up fees for any businesses that join before the end of October 2023. To find out more, visit our SeekomPay page.
One of our amazing business development managers will be in touch to showcase our product to you and talk you through how we can help grow your business.
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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)
Seekom enhancements make promo easier, save time
A feature allowing Seekom users to add promotional banners to their properties’ online booking screens is among the latest batch of improvements released in recent weeks.
We’ve also made it possible to display the booking calendars for all rooms advertised on your website, added the ability to change the default booking duration for prospective guests when they first arrive on your site and made setting up scheduled guest emails easier.
Read on for an overview of our recent enhancements and a quick guide to setting them up at your place.
Showcase special offers with the new promo banner
Want to promote a special offer, share an important notice or wish your guests happy holidays? We have added the ability to display a text promo banner at the top of our new booking screens.
Adding a banner is a great way to call out any seasonal promotions or special deals on longer stays you are offering.
To set this up:
-
- Log in to your Seekom iBex account
- Navigate to your booking screen template
- Open the ‘General Fields’ tab and scroll down to the ‘Promo Banner’ section
- Add the text you would like to display
.
Adding a banner is as simple as typing in the words you would like included.
Once set up, the banner will display at the top of your booking screen.
Display booking calendars on the room listing screen
We have upgraded our new booking engine to make it possible for you to display a booking calendar for all of your rooms, directly from your rooms listing screen.
Previously the calendar view was only visible once a prospective guest clicked the ‘Show Calendar’ button for the room they were interested in. This enhancement gives you the option to make the booking calendar load by default for all room types, if you wish to do so.
You can now turn ‘Show Flexible Calendar on Load’ on or off in the ‘Other Options’ section.
To set this up:
- Log in to your Seekom iBex account
- Navigate to your booking screen template
- Open the ‘General Fields’ tab and scroll down to the ‘Other Options’ section
- Tick the ‘Show Flexible Calendar on Load’ option.
Once enabled, calendar view displays by default for all rooms on your room listings page.
The power to change the default booking duration
Until now our new online booking engine has pre-selected a one-night stay for prospective guests when they load the booking screen for your accommodation. Our recent updates give you the power to choose whichever default booking duration makes most sense for your property, whether that be one, night, three nights, five nights, or any number you choose.
Prospective guests can still change the duration themselves, but the ability to set the default booking duration when the page first loads can help encourage longer stays and ensure any long-stay discounted rates you offer are shown up front.
To set this up:
- Log in to your Seekom iBex account
- Navigate to your booking screen template
- Open the ‘General Fields’ tab and scroll down to the ‘Other Options’ section
- Enter the number of nights you would like to be selected when your booking pages first load into the ‘Booking Duration’ field.
You can now set the default booking duration for guests booking at your property.
The default booking duration you choose is pre-selected for guests visiting your site.
Save time setting up scheduled emails for guests
Setting up automated messages before they arrive, after they depart, or at different points during their stay can improve their experience and provide an opportunity to let them know about some of the additional paid services you offer. But setting these messages up can take a bit of time.
You can now select multiple properties or multiple room types for Seekom scheduled emails.
Setting up automated messages before they arrive, after they depart, or at different points during their stay can improve their experience and provide an opportunity to let them know about some of the additional paid services you offer. But setting these messages up can take a bit of time.
Follow our updated scheduled emails help guide for information on choosing multiple room types or properties for a scheduled email you have set up.
Still need to set up the new booking screen on your website?
Many of the enhancements mentioned in this article are only available to Seekom users who have set up the new and improved booking system on their website.
To find out more about the new booking system and how to set it up on your website, check out this blog post
Note: Something you may not know, is that we also build websites. Many of our customers have Seekom built, fully managed websites which we maintain, including SEO management. If you’re interested in finding out more about this, get in touch.
Sign Up For Updates
Seekom Blog
Smarts to help you operate more effectively and efficiently. From guides of our systems and integrations to tips and tricks you can use every day - we've got you covered.
One of our amazing business development managers will be in touch to showcase our product to you and talk you through how we can help grow your business.
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 increase revenue by increasing your direct bookings
Increasing direct bookings is an extremely powerful way to increase your revenue by saving on online travel agent commission.
With online travel agents taking more in commission each year, the power to drive new and returning guests to your website for direct bookings, or to call you to make a booking, is where you can get the biggest slice of the revenue pie.
In this article, we’re giving you some tips and tricks on how you can maximise direct bookings and with that your bottom line.
1. Offer the best price by booking direct
It’s natural for someone planning a getaway to try and get the best rate possible for their property of choice. So, if your direct booking rate is the lowest a potential guest can find for your accommodation - you're instantly more likely to secure that guest's booking with you directly. Getting the best rate by booking direct will also positively influence the guest perception.
Offer the best price for direct bookings
2. Make sure your website has been optimised and performs well
Make sure your website has been optimised and performs well
To ensure potential guests find your property when they’re surfing the net, you’ll need to have a website that is optimised to show at the top of the search list.
To ensure your website motivates the person to make a booking on your website rather than go back to one of the channels, there are a few things you need to do to maximise the performance of your website.
Below are some common website tips:
- Mobile responsive website - if your website isn't mobile responsive, you're instantly losing bookings. People are increasingly using their smartphones to search websites. Having a mobile-friendly website is important for several reasons:
- Firstly, it increases sales and conversions by allowing users to have a seamless experience which is incredibly important as it gives you an edge over other websites that aren't as mobile friendly.
- Secondly, it affects website visitor behaviour; bad mobile experience can make you lose bookings and a good one will enhance search engine optimisation (SEO), increase conversions (bookings), and maximise time spent on your site.
- Thirdly, it can help your business attract more smartphone users. Google suggests that 75% of their users use smartphones for visiting websites.
- Finally, Google began giving preference to mobile-optimised sites in mobile search results since April 21, 2015.
- Photos of your accommodation - great photos lead to more bookings. The better your photos of your property or properties are, the more direct bookings you’ll get. Consider using a professional photographer to make sure your rooms and units are captured to be engaging and inviting, enticing the guest to book with you directly.
- Video - Why scroll through an entire website when you get an idea of the room types, property and surrounding area all in a 30 second video? That's the thinking of the market at the moment. These days everyone wants instant answers, at a glance. A video provides that quickly and efficiently. It’s also a great way to enhance your social media.
- SEO (Search Engine Optimisation) - Google (the biggest search engine in the world) has a number of factors that rank your website against other websites. It does this to figure out what to show first to the user for their search term / query. In simple terms, the better your SEO for your website, the better you rank in Google, the higher your property is listed for queries such as "Accommodation in New Zealand" and the more direct bookings you get. There are many SEO tools out there, including some free ones, such as e UberSuggest.
- Deals - By incentivising the user to book direct and by adding promotional deals to entice repeat visits from past guests you’re highly likely to increase conversion rates (i.e. that the user will follow through and book with you). This can be done in many ways but simple methods are ones such as “if you book direct with us, you’ll get the best rate”, "get 5% off when you book direct" or "get a free bottle of wine when you book direct" etc. We'll leave this part up to your imagination and what you can offer - but think outside the box. Local tour guides, restaurant discounts and gift baskets and free shuttle from their drop-off location are always popular. You can promote this on social media as well!
3. Digital Marketing
So you've got the lowest price on your website compared to other channels, you've done work on your website and have started offering incentives to book direct, but what's next?
Promoting your business online is all about ROI (Return on Investment), or in the sphere of Digital Marketing - ROAS (Return on Ad Spend). First off, lets list the basics;
- Google Ads
Digital Marketing
The above four are the most commonly used platforms to promote your business. Each platform works differently for each business and also industry. It's always best to trial each one out using similar objectives to make sure you are using the best stack of platforms to get results.
It's also really important to have Google Analytics installed on your website. Google Analytics (or also referred to as GA) is one of the attributes used to check whether your website is web standard compliant. Not having GA, means that your website isn’t up to modern web standards set by Google and others.
Once you have GA activated, it will allow you to:
- gather data and metrics about what is happening on your website;
- see the revenue made on your website through the booking screens if you turn on the eCommerce module and link it to Seekom!
- track the different marketing campaigns; and
- make decisions on what to do next based on the data you get.
There is a bit to learn in terms of navigating Google Analytics and what the output of data actually means. But once you get familiar with the basics through some tutorials you will be able to advertise more efficiently and effectively.
Often we see that operators want to use marketing methods, but don't know where to start. We suggest either using an Agency (which can be expensive), a freelancer or learning it yourself (e.g. online courses, YouTube, and Google help. You can also use your local commerce division or other areas to get assistance which can sometimes be free.)
If you are paying someone else to do this for you, it’s worthwhile learning the basics and common terminology used. This will help you when engaging withan agency and it will assist you in determining whether you are getting a good return on investment.
4. Google My Business
Be active on Google My Business! This is important because it’s your business profile on Google. Google My Business provides a role in where your website ranks - with some data suggesting that the greater number of reviews you get, the better your website ranking will be.
Here you can manage your hours of operation (an important query often asked by guests), reviews, photos, and other business information such as location.
Google My Business
If you have a guest that has had an awesome stay and communicates this to you or your staff, suggest to them to leave you a nice Google review, or even better yet put it in your post-departure SMS.
Responding to reviews in a professional manner and making sure each one is personalised has shown a strong correlation to an increase in bookings and repeat guests - your business comes across as sincere and genuine and that you've taken time out of your day to reply to them.
5. Connect with Local Businesses
A simple method of improving your direct bookings is to connect with some local businesses in your area. For example, you could promote a certain restaurant on your website and other platforms, and they return the favour. This can lead to a few extra bookings a month - as often most people would have already booked accommodation before they are in the area - but you never know and it really costs you nothing (as long as the businesses you're referring guess to are reputable).
Connect with Local Businesses
6. Conclusion
With so much going on it can seem like too much to handle alongside running an accommodation business. The best approach is to take it step by step rather than trying to do everything at once. Assess the points we’ve listed above to see what your priority might be and then once that’s done tackle the next one.
Add your own methods and do your own research to make sure that what you do is ‘fit for purpose’ and meets the needs of your particular property. By doing this, you’ll be on a sure path to engaging more potential guests, getting more direct bookings, and increasing your revenue.
Note: Something you may not know, is that we also build websites. Many of our customers have Seekom built, fully managed websites which we maintain, including SEO management. If you’re interested in finding out more about this, get in touch.
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One of our amazing business development managers will be in touch to showcase our product to you and talk you through how we can help grow your business.
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 should you upgrade your website to GA4 ?
Google made an announcement on March 16, 2022 that it's replacing Universal Analytics. On July 1, 2023, standard Universal Analytics properties will stop processing new hits. If you still rely on Universal Analytics, they recommend that you prepare to use Google Analytics 4 going forward.
In this article, we will explain the basics of Google Analytics, why it’s important for your site and the importance of upgrading or installing the new Google Analytics 4 (GA4).
What is Google Analytics and why is it important?
Google Analytics allows you to track and understand your customer’s behavior, their user experience, how they interact with your content, and more on your website.
This information can help you shape the marketing and business strategy for your business, discovering things you probably never knew about visitors on your site and delivering better outcomes for your marketing and sales campaigns.
In terms of GA4, because GA4 will focus on user engagement and provide new sections "Lifecycle" and" User," businesses can dig deeper into the customer journey and analyse data according to their acquisition, engagement, monetization and retention, as well as demographics and technology.
This means that you can monitor how and when customers come to the website, how long they engage and finally how they convert or make a booking. These actions and bookings can then be directly summed up or correlated to revenue and profits.
How do I make the switch to GA4?
If you have Universal Analytics on your website then you need to simply follow the steps mentioned in this Google article to complete the transition.
What if I don’t have any type of Google Analytics on my website?
If you don’t have Google Analytics set up on your website, and would like to get it set up, then follow this article to get a new GA4 property.
We do manage upgrades and integration to GA4 when you subscribe to our fully managed plans. You can call us or chat with our support team to know more.
We highly recommend you to upgrade to GA4 if you haven’t done so already. Also, if you are still on the fence about getting Google Analytics for your website you should know that having Universal Analytics or GA4 is very beneficial for your website, in fact it’s one of the compliance criterias set by Google. This helps you get your site higher up in Google Search.
One of our amazing business development managers will be in touch to showcase our product to you and talk you through how we can help grow your business.
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)