A key component in a comprehensive off-page SEO strategy includes backlinking. A backlink is a link from another website to a page on your website.
NB: This is an article from Cogwheel Marketing, one of our Expert Partners
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Backlinks are a key ranking factor for search engines like Google and Bing. The more ‘quality’ backlinks you have is a contributing factor to increasing your Google page ranking algorithm. Google’s page ranking algorithm accounts for backlinks as one of their criteria for ranking because it’s a sign of trust and authority from other highly ranked websites.
Tip: Avoid buying backlinks or getting backlinks from low-quality or spam websites.
Tactics to increase backlinks:
- Conduct a Competitive Audit which allows you to analyze your top competitors’ backlinks to identify potential opportunities for backlinks. After an audit is done, the next steps will involve the hotel’s sales team to execute and follow-up on as most events or websites will provide a backlink to host hotels or partners where they have a negotiated room rate for their group so building and fostering relationships can be an ongoing process.
Tip: Even if the event has already passed, there might be an opportunity to partner for a future event. - Work and communicate regularly with your local CVB as they will regularly publish updates and blogs on their website to promote the destination and a backlink can be provided for participating hotels and businesses through organic and paid opportunities around seasonal content or promotions.
- Partner with a PR agency who will help to pitch your hotel and seasonal offerings to their established media contacts, who in turn will provide a backlink in their article.
- Submit your hotel to local directories such as Apple Maps, Bing Places, Yelp, and etc.
Tip: Most brands will assist with this, so an audit from time-to-time will ensure that the hotel’s URL, name, address, and phone number is correct and up-to-date. - Collaborate with travel influencers who can also help with user-generated content.
Tip: Ensure that deliverables are clearly defined.
Potential partners for backlinks:
- Local CVB
- Universities/colleges
- Convention center
- Stadiums/arenas
- Hospitals
- Event/wedding venues
- Museums
- Festivals/fairs/shows
Along with on-site and technical optimizations, incorporating off-site is the final piece of the SEO pie. When the digital marketing team and the hotel’s sales team work together in researching and executing potential backlinks for opportunities, it also helps to increase the website’s traffic over time along with increasing brand awareness… the work pays off!
Pro Tip: Not all outreach efforts will pan out but keep trying! Some websites do require a “pay to play” model so make sure you evaluate if the investment makes sense for your hotel.
