No one will argue the fact that organic search engine optimization (SEO) is a critical element for a successful Internet marketing plan -

And, the same applies' to an investment in a well controlled pay per click (PPC) campaign.

Both of these marketing methods will direct Internet shoppers to your website as a result of a variety of things, including Meta tags, headers, alt tags, links, but most of all your website content. What and how you describe your hotel on your website affects your search engine position and it is your true 'Point of Sale.'

The key to improving your website conversion rate is in your content. Assuming you are keeping your rates competitive with your merchant rates and you are maintaining your availability, what and how you describe your property and promotions are closers. Your website is your true "Point of Sale"! The search engines offer tools that help select the right keywords. The challenge is working these words and phrases into good content.

Writing website content is nothing like writing content for a print brochure. Too often content is neglected or taken for granted. Big mistake! The last thing a shopper will see before their decision is what you have said about your property. Website content gives you a chance to be more personal and definitive than a sales brochure.

Do not overload an Internet shopper with details! Write copy integrating keywords in a relevant manner and make the information appealing. Your primary objective is to close the sale, so offer reservation options; online, phone or even email. Consider offering your own packages. Use your site to develop a consumer database for future promotions, ask for shopper comments, even if they don't book.

The good news about the Internet marketplace is its ability to level the playing field for all hotels. The opportunity is there for all hotels, branded or independent, to compete effectively. Your proprietary website gives you total control and it should be your primary focus because it will produce the best ROI. But, the name of the game is to control as much online space as possible. Although they limit your ability to really promote your hotel with rich content, the 3rd party sites and your brand site are critical to a successful Internet marketing plan. Just take time to keep your information in synch across these channels.

Now is the time for the hotelier to take control of their point of sale. No matter what the brands or merchants may tell you, it is cost effective and beneficial to maintain a proprietary website. To market effectively on the Internet you must have a sales channel that you control. Some hotels who have taken control of their Internet marketing are getting more than 50% of their total bookings direct at the best possible ROI.

A page or two on the brand site is good, but it sells the brand not your specific property. On a brand site you also run the risk of losing a prospective sale to another property of the same brand or another brand available from the same franchise company. Although valuable, your page on the brand site is comparable to being listed in a brand directory. You know, those books that sit on your front counter promoting all of the brand's hotels.

The greatest mistake we often make is to think the website is done once it is launched. A website is not a printed brochure that will last for a year or more. A website gives you the opportunity to make instant changes. Add or delete promotions as needed. Update and manage rates and inventory instantly. If your keywords for organic search engine positioning aren't working analyze what is working in your market and change the keywords. If your site isn't working for you, change it, don't give up and totally rely on the brand or the merchants.

All of the factors I've mentioned and probably some I overlooked combined will improve your organic search engine traffic and increase your conversion rate. The goal is to close sales and to own the guest relationship so you can build on it in the future.

I know what you are saying; where do we find the time and resources? Why can't I have a PMS interface to reduce managing multiple channels? I don't understand as much about the Internet as I would like to. Well, you are not alone. Thanks to a number of companies, there are tools and services available that make it much easier for you to manage an effective Internet marketing plan.

The one suggestion I would make is that you try to keep the number of service suppliers to a minimum. And make sure you set clear expectations and deliverables before you sign any service agreements. Know what training and support you will receive.

There are some great tools available today that make your Internet marketing easier, whether you do it in-house or bundle the services with a reseller who offers other services you need. If you bundle services you will find it easier working with one entity. A couple of these tools are: EzYield ( www.ezyield.com ), a real time and cost saver when updating rates and availability allotments on the merchant sites and possibly your website booking engine.

Another time saver is My Website Promotions ( www.mywebsitepromotions.com ), this handy tool makes creating a special promotion for your website as easy as writing a letter. You can include photos, pre-schedule the promotion start and end dates and you can link your promotion to your booking engine to track your ROI. These are just a couple of the many tools that are available to you to help you manage your Internet marketing plans.

In summary, Internet marketing doesn't have to be overwhelming. If you start your Internet Marketing plan from your Point of Sale (website) and develop your content, Internet booking engine, photos, site navigation and relevant links around the site you will find it easier and to set your goals and your budget for search engine optimization, pay per click campaigns and other online advertising opportunities.

Hotel Web Pro (HWP) specializes in providing a "Total Internet Marketing Solution" for the hospitality industry. The company is a wholly owned subsidiary of Travel Marketing Dynamics (TMD). TMD has provided consulting services to the travel industry for more than ten years. HWP is unique because all of its service fees are calculated on proven results through its "projection guarantee program". This program allows us to adapt the service fees to the size of the property and mutually agreed goals.

HWP services include: a website booking engines, GDS connectivity, website design, copywriting and website hosting, SEO, PPC and online ad management. HWP services fit all properties from luxury full service hotels and resorts to limited service properties as well as cabins and condos or B&Bs. The company is headquartered in Gainesville, Georgia. You can contact Hotel Web Pro at 866-857-5473 or visit our website www.hotelwebpro.com

Richard Walsh is president of Travel Marketing Dynamics and its subsidiary Hotel Web Pro; www.hotelwebpro.com