The Evolution of Online Search: SEO, SEM and Keyword Bidding

seo-wordle

Search engine optimization and search engine marketing can be very effective ways for hotels to reach prospective guests, but as the “keyword world” changes, hoteliers need to keep pace.  As online search features continue to change, there must be a greater focus on developing higher quality content for guests to compete against online travel agencies.

OTAs’ ads outnumber hotel brands’ ads on Google, Bing and AOL, but not on Google Mobile according to a recent BrandVerity study titled “Hotel Brands, OTAs and paid search: How do these relationships unfold on the SERP?”

According to the study, each Google Search Engine Results Page included almost two OTA ads.  Bing and AOL had considerably more, with 4.77 and 5.27 OTA ads per SERP, respectively.  The number of OTA ads per SERP on Google Mobile was only .49.

It is important to nail down the art and science of keyword bidding, and this is evident in the case of Expedia. They spent a substantial amount of time studying the science, and as a result their “quality score” translates to less expensive cost-per-click prices.  You can learn more about keyword bidding here.

Budgeting for SEO and SEM can vary across the spectrum of hotels.  Budget and economy hotels do not need to spend as much time on SEO because they rely more heavily on brand traffic, walk-in traffic and ratings and reviews sites.  However, If the return on ad spend is positive and you are getting better returns than spending with OTAs, meta-search, meeting planners or travel agents, the investment should be considered worthwhile and continued.

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