Technical SEO plays a major role in influencing Google and other search engines to rank your hotel website higher in search engine results pages (SERPs), which results in qualified website visitors and bookings.

Google has frequently stated that it is using more than 200 major ranking "signals" with many thousands of sub-signals and variations.

The following three categories are well within hoteliers' control, and if the hotel website is optimized to communicate these signals to the search engines, will achieve higher ranking in SERPs and reward the property with significant organic revenues.

• Content: unique, highly relevant and enticing website content that is professionally written, informative, useful and of travel guide-level quality.

• Links: links to the hotel website from highly authoritative non-paid websites like CVBs, online magazines and newspapers, blogs, social media, etc.

• Technical SEO: an ecosystem of technologies, configurations, and processes implemented to the website and server designed to optimize the hotel website and enable the search engine bots to access, crawl, interpret and index your website, which ultimately results in increased search traffic and revenue.

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Max Starkov is President & CEO of HeBS Digital. Founded in 2001, the firm is headquartered in New York City and has global offices in Las Vegas, Tallinn, Munich, and Asia-Pacific. Through its Smart Guest Acquisition Suite, including the smartCMS®, Smart Personalization Engine, Smart Data Marketing, and full-service digital consulting and marketing solutions, HEBS Digital helps hoteliers drastically boost direct bookings, lower distribution costs, and increase the lifetime value of guests. Its diverse client portfolio consists of top-tier luxury and boutique hotel chains, independent hotels, resorts and casinos, franchised properties and hotel management companies, convention centers, spas, restaurants, DMO and tourist offices.

Part of NextGuest Technologies, HEBS Digital and Serenata CRM, the most comprehensive Hotel CRM Suite today, are the creators of the hospitality industry’s first Fully-Integrated Guest Engagement & Acquisition Platform.

Contact HEBS Digital’s consultants at 1 (800) 649-5076 (North America), +64 (0) 9 889 8489 (Asia Pacific) or success@hebsdigital.com / www.hebsdigital.com