Another free initiative which greatly impacts the hotel ranking on Google is Content Marketing.

Similar to the tentacles of an octopus, content marketing spreads the word out about the hotel and its product and value proposition, and plays an important role in engaging and enticing travel consumers in the Dreaming and Planning Phases and creating ready-to-book customers in the Booking Phase of the digital customer journey.

This type of marketing turns online travel consumers into bookers by winning positions, ranking and backlinks in the Google SERPs.

Google’s high-quality algorithmic update enables aims to reduce the low-quality or unoriginal content that people find in the search engine results pages (SERPs) and allow them to see content that is useful, credible and original.

Content Marketing formats include hotel website content, SEO, PR, email marketing, social media posts, videos, podcasts, infographics, blog articles and posts, expert knowledge marketing (tips, how to, advice and recommendations) influencer and brand ambassador marketing, as well as B2B content marketing initiatives to engage corporate group planners, SMERFs and transient business travel.

Max Starkov
Hospitality & Online Travel Tech Consultant & Strategist

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