What Is SEO and Why You Should Care


We’ve all heard of SEO, we all talk about it, we all know it is important, but do you know how much weight these three little letters carry or what they really mean? Search Engine Optimization (SEO) simply put, is the process of affecting the unpaid visibility of your website, and all of its pages, in a search engine’s results or SERPs (Search Engine Results Pages). Because these results are not paid ads, they are referred to as organic search results. When your listing appears on a results page because of its relevance and is not a paid listing, this is Organic. When your website appears more often in search results, your ranking climbs, so it is imperative that your site contains optimized content, imagery, and keywords that will remove any possible barriers to indexing search engines. Google, which is undoubtedly the search engine giant, processes 3.5 billion searches per day. This averages 1.2 trillion searches per year or well over 88% of all internet searches globally. Here are a few insider tips on how to navigate SEO and not get lost in the crowd.

The Basics

Effective SEO is an adaptable blend of both creative and technical features and should include both online and offline tactics. There are multiple items that have to come together to build your site’s SEO value, and seeing results won’t happen overnight – it takes time. From Keywords, and long-tail keywords within the written content of your website, to the way your site links to, and with other sites on the web.

Keywords behave like a "key" that identifies with popular search terms that potential guest will use during a web search. By utilizing keywords, you can increase your ranking

Long-tail keywords contain anywhere from 3-5 words that help your site refine search terms to a web page, or when a traveler is searching for a particular item.


Your site should include a unique Title tag that shows up in search results and lets search engines your website's content.
Description tags that rest beneath the Title tag on a SERP and helps travelers determine if your page is what they want.
Header tags, h1 through h6, work as subtitles of your web pages. These tags “break up” sections of a page if it is loaded with content.
Alt tag is an abbreviated term for alt attribute on an. img. tag. Alt tags are used to describe what is in an image that lives within the written content on your website. Accessible devices such as screen readers are designed to pick up these alt tags, and recite what is in the image; in turn, making the images on your site accessible.


The use of video is increasing in our Mobile First digital world. By utilizing the power of a professional video that highlights your property, you will have a positive uptick in your page results. A solid video tells search engines that you have good content and this parlays into higher page ranking.

Cross Links

It is important to get as much exposure as possible. Another tool in your SEO toolbox should be cross linking to relevant sites. This is different from the alt tag cross linking within your website to pages like your property’s page on review sites or social media sites. Your site needs to be submitted to online directories, article databases, press releases, social bookmarking companies, social media pages, and feeds.

Cross link with Your Local Favorite’s

You can obtain much-needed exposure by forging strong relationships with your favorite restaurants, local hot spots, tour operators, and spas. By doing this, your chances of cross linking with these businesses increase ten-fold, and you can create discounted package deals to offer your guests.

Speed Matters

Page speed is defined by how quickly your web pages load to how quickly your browser receives the first byte of information from a server. With the newest algorithms from Google, faster pages rank higher. Additionally, because you have mere seconds to impress guests to your site, if you have fast page speed combined with a responsive and engaging website, you will see conversion.

About INNsight.com

At INNsight, we know hotels and website design. Our San Francisco-based company has been artfully crafting responsive hotel websites and has been driving hotel digital marketing over a decade. Our understanding of how travelers’ search, research, and book hotel rooms, leads our fine-tuned design standards. Our user-friendly framework lets a traveler look, and then drives them to book their stay with ease. We use this INNsight to develop the most advanced hotel websites leveraging the latest web technologies and usability best practices to drive higher user engagement and conversion.

If you would like a free audit of your current website or would like more information about how INNsight can help your property’s digital marketing through our Award-Winning Technology and awesome customer service, don't hesitate to call: 415.741.4113 or email: sales@INNsight.com or go to: www.INNsight.com

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