| "> | | | | sites. Go to Yahoo and type in linkdomain: (replacing |
| There's a Fifth Element to building online revenues | | | | with your own URL) and hit the Search button. Now, |
| from your hotel web site, and without it you will | | | | before you get all excited, do the same on |
| never appear on page one of Google, Yahoo or MSN | | | | Google...using the slightly different command link: ...and |
| for the highest volume search terms...a Fifth you say? | | | | you will see a much smaller number. Each of the |
| And the first Four Elements are? | | | | Search Engines evaluates and counts links differently |
| Well, the first Four Elements are: a | | | | and Google is the fussiest of them all. |
| search-engine-friendly technical site structure, rich | | | | How many trusted, on theme, relevant links with the |
| original content, appealing design and conversion | | | | right words in the anchor text (getting the hang of |
| techniques focussed on converting lookers to | | | | this now?) do you need to march your web pages |
| bookers...but even if you get these first four | | | | up the rankings? Whilst it does depend on how |
| completely right, and you can, you still won't appear | | | | competitive your keywords are, about 30 links |
| on page one of Google, Yahoo or MSN for high | | | | recognised by Google, and 600 on Yahoo and MSN |
| traffic generating search terms. Highly frustrating I | | | | will suffice...and adding about 100 a month means six |
| know - been there, done that, got the t-shirt; this is | | | | months work and a lot of patience, although you will |
| the answer you have been looking for... | | | | start to see results within a few weeks. And please |
| The Fifth Element has nothing to do with anything | | | | don't try to add 600 links in a week (or sign up for |
| actually on you hotel web site; the Fifth Element | | | | those "1000 links for $19.95 in a week" services); the |
| involves actively building more Inbound Links to your | | | | Search Engines are smart enough to know the |
| web site from other web sites. In the simplest of | | | | difference between reasonable, "natural" link growth |
| terms, a Search Engine sees a link to your web site | | | | (some acceleration is acceptable) and web sites that |
| as being like a vote of confidence in your web site. | | | | are trying to fudge the results and compensate for |
| Search Engines believe that if other websites are | | | | that. |
| linking to your web pages, you must have something | | | | So, how do you go about building more Inbound |
| good to link to and they will rate the page being | | | | Links? Here are three simple, easy methods to start |
| linked to positively. | | | | with: |
| Search Engine robots or spiders continuously travel | | | | - talk to you suppliers and ask them to link to your |
| virally from web site to web site following links like an | | | | web site...your suppliers web sites are likely to be on |
| enormous daisy chain; in fact Search Engines initially | | | | theme (they supply your industry), somewhat |
| discover your web site via a link from another web | | | | "trusted" (don't we all trust our suppliers) and will |
| site. Once your hotel web site has been found, each | | | | more than likely be happy to phrase the link text |
| page of your site is then ranked by Search Engines | | | | exactly the way you want (and if you add this |
| based on a complex set of criteria known as an | | | | request into your final negotiations it is difficult for |
| algorithm; a piece of computer code that takes into | | | | them to say no) |
| consideration on-site and off-site factors collected by | | | | - encourage your Conference and Events team to |
| the robots or spiders. Data is then assembled, | | | | ask their clients to link to your hotel web site, that is, |
| collated and evaluated in order to come up with a | | | | the venue for their upcoming conference, event or |
| Page Score or Rank. This is how a search engine | | | | meeting...not so strong on theme but usually they are |
| determines which sites to present when someone | | | | trusted corporate or association sites and again, if |
| types in "Hong Kong hotel with harbour view" or | | | | you supply them with the link and anchor text, |
| "New York five star lodging near Wall Street". | | | | there's a pretty good chance that they will simply |
| All things being equal, when two hotel web sites have | | | | add the link verbatim |
| similar structure and content, the site with the best | | | | - talk to your local partners, attractions and |
| links will be served up first. Note that I wrote "best | | | | neighbours and ask them to link to you...they will be |
| links" not "most links". Some time ago, a site with the | | | | on theme (destination), relevant etc etc You may be |
| "most links" would have won out, however, although | | | | asked to provide a link back, and that is fine, but the |
| Search Engines may be blind to images, they are not | | | | preferred result is a "one way link" to your pages. In |
| blind to webmasters manipulating their algorithms. | | | | simple terms "links in" minus "links out" gives you a |
| They are continuously fine tuning their spiders to | | | | net link value from the Search Engines (in reality its |
| exclude web sites that attempt to "fudge" their | | | | more complex than that). |
| results. Remember that a Search Engine's prime | | | | Naturally, there is a lot more to building more Inbound |
| function is to deliver highly relevant results, not some | | | | Links...we haven't touched on submitting to web |
| mysterious pharmaceutical products when you are | | | | directories, outbound links to trusted sites, reciprocal |
| searching for that "boutique London hotel near | | | | links, link exchanges, buying links, renting links...in highly |
| Knightsbridge". | | | | competitive online markets you may need to use all |
| Search Engines today take into consideration several | | | | of these tools and more. |
| additional factors when rating Inbound Links to your | | | | Oh, and sorry, but there IS a Sixth Element to |
| site: | | | | consider as you work your way up to page one on |
| - the reputation or "Trust" value of sites linking to | | | | Google for your main keywords...patience. You just |
| your hotel web site | | | | can't hurry along the Search Engines. The same way |
| - the Theme or Relevance of sites linking to you | | | | that the very best chefs know that you need time |
| - the "Anchor Text" (the words that the link is | | | | and patience to create a culinary masterpiece, so you |
| embedded within) in links to your site Trust - for | | | | will need time and patience to work your web site up |
| example, a link from a government tourism site is | | | | to page one for your optimum search terms. There |
| highly trusted by Search Engines, is "on theme" and | | | | is no "quick fix" and anyone who promises to achieve |
| will most likely have anchor text including your hotel | | | | "a page one listing for high volume keywords in a |
| name (and "destination + hotel" if you have been | | | | month for $49.95" is a liar. |
| e-smart or have read ahead). Theme or Relevance - | | | | Yes, short term results can be achieved through |
| a link from a destination guide web site that may also | | | | certain "black hat" techniques and I know a lot of |
| list other hotels in your region is "on theme"; a link | | | | them...but the risk of having your web site banned |
| from your local scout troop site is of little value; not | | | | from Google, Yahoo or MSN, is just too great. |
| "no value" but little value. | | | | Remember, if it sounds too good to be true, it |
| Anchor Text - this is now so critical in maximising | | | | probably is. The Search Engines employ some of the |
| your site's appearance at the top of the Search | | | | smartest software engineers on the planet and they |
| Engines Results Pages (SERP's) that we recommend | | | | are light years ahead of anything you could think up |
| that, for online purposes, that you include your | | | | to fool them. |
| destination in your official property name eg The | | | | Starting today, now, put into practice the simple |
| Stafford "Paris Hotel". The terms "destination + hotel" | | | | methods I have outlined above to build relevant, |
| are usually among the major search terms that online | | | | theme-based links with the right anchor text...and |
| searchers use for locating their accommodation | | | | watch as your web site starts heading North over |
| options. The result of this is that links to your site | | | | the following few weeks and months. Assuming you |
| embedded in you property name will also, almost | | | | have the first Four Elements in place, the results of |
| always, have "destination + hotel" in the anchor text. | | | | implementing your own Fifth Element, an effective |
| Having your keywords in the anchor text in links to | | | | Inbound Link building program, will be rapidly growing |
| your web site will help you climb up to page one on | | | | visitor traffic to your web site, increasing online |
| the Search Engines. | | | | revenues and growth in RevPOV (Revenue Per |
| There are already some links to your site from other | | | | Online Visit). And don't forget to add in that elusive |
| web sites, you just don't know who and how many. | | | | Sixth Element, a little time and patience. Or you could |
| Helpfully, the Search Engines can tell you how many | | | | just contact us at Hotel Marketing Workshop ( be |
| links there are currently to your site and from which | | | | very happy to assist. |