Backlinking plays a major role in an off-page SEO plan.
What is a Backlink?
A backlink is an external link that points to a specific page on your site. Backlinks play a major role in search engine rankings, such as Google and Bing. The more ‘quality’ backlinks you have is a contributing factor to increasing your Google page ranking algorithm. Google’s algorithm for page ranking includes backlinks because it is a sign of authority and trust from other highly-ranked websites.
Avoid buying links or getting links from low-quality spam sites.
Backlinks – How to get more of them
- Perform a Competitive audit which will allow you to analyze the backlinks from your top competitors to identify opportunities for backlinks. Following an audit, it is up to the hotel’s team of sales to implement and follow-up. Since most events or websites offer a link to the host hotel or partner where they have an agreed room rate with their group, building and nurturing relationships can be a continuous process.
Even if an event is over, it may be possible to partner up for another one. - Communication is key. Your local CVB will provide regular updates on their website and blog to promote the destination. Backlinks can be offered for participating businesses and hotels through both organic and paid options around seasonal content.
- Partner with a public relations agency that will pitch your hotel’s seasonal offers to their media contacts. They will then provide a link in their article.
- Submitting your hotel to local directories like Apple Maps Bing Places Yelp etc.
Tip: Many brands will provide assistance with this. An audit every now and then will ensure that all the information, including the hotel’s name, URL, address, phone number, etc., is accurate and up to date. - Work with influencers in the travel industry who can also assist with user-generated material.
Tip: Be sure to clearly define the deliverables.
Backlink partners:
- Local CVB
- Universities/colleges
- Convention center
- Stadiums/arenas
- Hospitals
- Event/wedding venues
- Museums
- Festivals/fairs/shows
The final SEO piece is incorporating offsite. Along with technical and on-site optimization, this is where the SEO pie comes together. When the digital marketing team and the hotel’s sales team work together in researching and executing potential backlinks for opportunities, it also helps to increase the website’s traffic over time along with increasing brand awareness… the work pays off!
Keep trying. Not all outreach will be successful. Some websites have a “pay-to-play” model, so you should evaluate whether the investment will be worthwhile for your hotel.
