Exclusive Feature: Search engine optimization is the keyword in the double meaning, and usually it is almost anywhere in the world equivalent to Google optimization.

Web analyst of Andreas Kaufmann (right) at ITB Berlin presented the the main issues one must answer oneself before optimizing a hotel website.

At the same time he warned of "black sheep" of the SEO industry. According to Kaufmann, there are many self-proclaimed experts who sell bad service to bona fide hoteliers and other clients in the tourism SEO.

Kaufmann also explained how these scammers generally operate. Cold calling with slogans such as "we guarantee to bring your hotel on search rank 1" or "You get guaranteed 10,000 visitors per month" or "Manual entry to 200 search engines" is typical. "A guarantee is always suspicious", Kaufmann says.

Most of these deals try to push tourism vis-a-vis' to get started without consulting. Meanwhile they leave their clients on important aspects of SEO mostly in the wrong.

Because for much of what Google rewards, you need not any professional Web Designer! These include not only the identification and definition of important keywords, but especially good content.

And this to produce is hoteliers' job the first and foremost, because you know your home and know what qualities you have.

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