Website Design and SEO
Looking for Hospitality Focused Search Strategies
Questions You May Be Asking
- Why is my site not getting more traffic?
- Why aren’t I getting more bookings through my site?
Why Nicholls Hospitality Marketing
Hospitality websites are an interesting combination of information sharing, information gathering, emotional engagement and commerce. These sites should be able to function accordingly to the service segment that you are pursing. NHM takes all of these factors into consideration when working with you on your site and looks at them from an industry perspective.
SEO or SEM
Terms in the world of online marketing may sound similar but have dramatic differences. The difference between SEO and SEM is that SEO has to do with optimizing your site for search engines so that your site will be rank better when someone searches for them. Creating a site in a way that search engines prefer, is important. If they are not created with both the visitor and the search engine in mind you will find your site will be penalized.
SEM Search Engine Marketing is related to search strategies that focus more on paid digital strategies. NHM realizes that for you, our guest, the most important objective is bookings and reservations regardless of the initials.
SEO and SEM should support each other. However, if the SEO is not done properly then it will be more expensive to get the same amount of traffic, that is of course if your site has not been delisted from the search engine and we are happy to help you with both SEO and SEM.
NHM believes that when our guests are better informed better choices can be made and better relationships occur.
For Hotels, Vacation Rentals, Restaurants and Tour Companies
Selecting The Right Platform
WYSIWYG (What You See Is What You Get) type of website platforms, using a WordPress platform with various plugins, or independent rent-a-site services like Lodgeify, VRBO, Airbnb, etc. are all options in the hospitality industry. Each platform has its pros and cons and it is important to understand what they are before committing to one of the most important marketing tools you will have. We will help you understand their technical differences, costs how they impact your business today and into your future.
An SEO audit can and should have two elements to it, the technical review and the human interaction review. NHM reviews your site on more than 200 criteria, just as the Google raters do. Google raters are actual people that evaluate websites. NHM also goes into greater depth than you would receive than by just using a free SEO checker tool. We also consider the human interaction experience and layout considerations for your specific hospitality business and compare it to others in the industry to help you better position yourself and increase bookings and reservations. We also consider added value features and the purchase cycle.
Is voice search important? I hope you are listening because it is sure is.
Voice is consistently increasing as a method of performing a search on more than just mobile devices and having a site that has been optimized for voice search will help to attract guests. While voice search is available everywhere it is most commonly used by people at home via smart speakers. As smart speakers are increasing in sales and projected to continue to increase it would be better to be in the lead rather than playing catch up. NHM can help you in creating a site that is voice search-friendly.
Local SEM and Proximity Marketing
More and more search is done on our smartphones creating a local digital strategy beyond just including a map on your site is important. The use of beacons for hyper-local targeting and in location promotions is a feature that can help increase average cheque amount, amenity use at your property as well as email and social media opt-in rates.
Services and Strategies we use to help you include:
Geotargeted Ads, Mapping services, Directories, Industry-specific platforms, Link Building Strategies, Content development, Traffic information, Beacons.
NHM can help you increase sales in your local market and attract those that are just visiting your area.
Generating links and doing it in a way that would be compliant to prominent search engine guidelines is a set towards increasing traffic. Increasing the number and the quality of your links helps increase credibility and trust with search engines leading to more traffic, and helps to add value to those that visit your site so that bounce rate and returning visitors increases. Building links takes time and effort NHM is here to help you in this area and to make sure that it is done correctly.
Listing With Industry Specific Directories And Apps
If you are more comfortable around people than technology we can understand that, most people in the hospitality industry are. We love people and so we should, because that is where value is created, the moments of truth, personal interaction creating memories and opening doors of discovery.
There are hundreds of directories pertaining to travel and thousands of influencers in the travel and restaurant space.
Increasing the number of places where your site can be found helps to increase how credible your website looks to search engines, which in turn helps to increase the visibility of your site leading to more bookings.
To help you spend more time in your higher payoff activities we would be happy to serve you by setting up your profile on various platforms so more people can discover your business.
People will decide on your business in less than 2 seconds when they arrive at your site. Do you want to risk the experience to someone without the hospitality perspective for your hospitality business?
When creating a site we look at creating a site that is either flat a single page or a silo structure, one that has multiple pages. Each design consideration has its pros and cons and needs to consider the immediate needs and the long term goals as well as its segment. We would be happy to serve you and help you make these considerations.
We have studied over 600 sites
NHM has reviewed and analyzed hundreds of the worlds best sites in the hospitality industry as well as some of not so good ones. We can make sure that your site is designed for the user your specific target markets.
You may say in your written content that you provide high quality, or simple elegance and quick service but if your site is hard to navigate, there are spelling mistakes, or buttons and navigation menu options that are not relevant or existent your site starts to communicate something very different.
NHM will make sure that your site is communicating your brand properly and that your site has a function and flow that communicates and reinstates what words cannot.
Goals and Function in your Website Design
The primary goal of every website is to help increase revenue how easily these goals are achieved is related to how the site is designed and structured. Accommodation, restaurant and tour websites have specific design requirements that are unique to each of them. Hospitality sites need to have specific features laid out in a way that is both intuitive for the specific type of site while still portraying the brand.
Accommodations and Tours the Sales Process
According to TripAdvisor the average person starts planning a trip 45 days in advance of booking the trip. Your site needs to be designed for various stages of the purchasing cycle so that conversions happen on your site.
Restaurants and Cafes
Much more is needed to be competitive today than just having your menu and a map included in your site design considerations. With the increase in food allergies and special dietary considerations having this information available in a way that supports your food quality standards, truth in your menu, preparation methods and communicates this in a way that helps your business and brand stand out is important and can the competitive advantage needed to increase the rate and number of times you can turn your tables over.