Sean Bowkett 📌’s Post

Path to $84.56 billion through SEO Strategy - Airbnb Case Study Airbnb is a prominent accommodation provider that enables individuals to search for rental properties globally. Established in 2008, Airbnb sought to render travel accessible to all by offering an online platform. What is the outcome? In 2022, they generated 8.4 billion US dollars. Subsequently, Airbnb's founders acknowledged the significance of storytelling in brand development. This necessitates the optimization of website structure, provision of relevant content, and establishment of authoritative links. Hence, monthly organic traffic emerged as their primary marketing channel, aside from direct traffic, which is predominantly generated through SEO over time. Additionally, there was an impressive 18 million monthly organic visitors, as reported by Ahrefs. Let us analyze it systematically: Airbnb's programmatic SEO strategy has grown through several key components: →The website's architecture and navigation were crafted to be intuitive and seamless, guaranteeing a favourable user experience. →They performed comprehensive research to ascertain prevalent search terms for lodging in diverse locations. →Upon identifying all the keywords for which Airbnb aimed to rank, they established a website URL structure that facilitated programmatic SEO logic. →They additionally connected various accommodations within a particular city, nearby locations and distinctive lodging options. For instance, if there are 10 city locations and 5 distinct types of unique places, assuming all are populated with content, the total number of pages will be 50. However, that is not the entirety. They continued beyond that point. Airbnb also established a distinct experience for the luxury market, enabling them to utilize luxury-oriented keywords. All these facilitated their journey to $84.66 billion, establishing their brand as one of the most prominent and largest in this sector. What are the steps to implement Programmatic SEO in your company? →Enhance your website's technical aspects and verify functionality prior to publishing any page. →Develop a high-quality template and conduct testing prior to publishing any page to minimize subsequent edits post-publication. →Generate clear and concise URLs with a rational structure. →Incorporate internal links to pertinent pages—selectively and judiciously, focussing on logically relevant ones. 

PPC | Paid Search | Google Expands Travel Feeds In Search Ads Google expands Travel Feeds in Search Ads, allowing hotel advertisers to display more detailed information in search results ...... #ppc #paidsearch #googleads #ppcconsultant #ppcexpert #ppcspecialist #ppcstrategy #ppcoptimisation #googlesearch #google

What could hotels with smaller marketing budgets do to have the biggest impact? Recently Revfine asked their Digital Marketing Panel of Experts the question: “For hotels with a smaller budget, what specific marketing strategies could you suggest that would have the biggest impact? i.e., move the needle the furthest, but with the least amount of investment? Here is my take: In 2023 the OTAs spent on marketing $12 billion. Many hoteliers feel defeated by this marketing might and give up on their own direct channel marketing. “We cannot outspend the OTAs, why even try?” But if you do a simple math, you will see that the OTAs spend on marketing approximately $250 per month per hotel available on their platform. This is it! Now, the question is, can even a small hotel spend $250/month to increase its Internet presence and steer people to book direct? Of course! Independents - even smaller properties - need to spend on marketing at least 4% of their room revenue. Hoteliers know their destination, location and product far better than the OTAs do. Where do you start when you are a hotel with smaller budget? 1. Fix your website! Is it mobile-first? Does it download for less than 2.5 seconds? Is the textual, visual and promotional content fresh, unique and truly representing your property? Does the website SEO: on-page, back links and technical - fully optimized? 2. Take advantage of all the freebies out there: free Google Business Profile, free Google Hotel Ads, free business directories, CVB listings, Chamber of Commerce listings, etc. 3. Launch Google Ads (GA) campaign for your branded keyword terms to capture all friends and family referrals, repeat guests, etc. the goal is to “own” 100% SOV (share of voice) i.e. if there are 1000 searches for your property’s brand name, you should budget enough your GA listing to be served 100% of the time. You will be surprised how inexpensive these search campaigns are! BTW, the OTAs are already bidding on your hotel’s official name! 4. Invest in Content Marketing- it is not free, but it is the least expensive from all digital marketing initiatives. Content Marketing engages and entices the travel consumer in the Dreaming and Planning Phases and creates ready-to-book customers for the Booking Phase of the digital customer journey. Content Marketing and all of its formats: website content, SEO, social media, hotel and travel blogs, PR, influencer marketing, etc. - allows smart hotel marketers to engage leisure travelers, family travelers, seniors, couples, LGTB, unmanaged business travelers, leisure group organizers, social event and wedding planners, etc. B2B Content Marketing allow hotels to reach corporate travel managers, corporate group planners, conference and convention organizers, company decision makers, etc.

🤔 Imagine this: You're running an incredible company with a product everyone loves, but when people search for you online, you're nowhere to be found. Sounds frustrating, right 😠 ? 😢 This is the reality for so many businesses today. They have great products or services, but their digital presence doesn’t reflect it—especially when it comes to SEO. That’s where things often go wrong. Starting today, I’ll be conducting digital audits of various companies to explore what’s working in their online strategy, what isn’t, and how they could level up their SEO game ✨ . Let’s kick it off with a big one: Airbnb—a company that used smart SEO strategies to go from startup to travel giant. 🚀 Airbnb’s SEO Journey: Initially, Airbnb struggled to gain visibility in a crowded market. Competing with established travel giants, they needed a sustainable way to attract users who were actively searching for short-term rentals. Here’s how they did it: 1. Localized SEO Strategy – Airbnb created highly targeted local pages (e.g., "Vacation rentals in London"), which allowed them to rank for location-specific searches. These local pages were SEO-optimized for each city they operated in, giving them a huge competitive edge. 2. User-Generated Content – They tapped into their user base by encouraging hosts and guests to create listings and reviews, which naturally generated an enormous amount of SEO-friendly content. 3. Mobile Optimization – Recognizing that most people search on mobile, Airbnb optimized their entire site for mobile-first users. Fast load times and a seamless mobile experience helped them rank higher in Google’s mobile-first index. 📊 The Impact: Airbnb now ranks on the first page for thousands of high-intent, localized search terms. Their organic traffic soared, making SEO a core growth driver and reducing reliance on paid advertising. They've built a massive digital footprint that's hard to beat. 🔥 Takeaway: SEO is about more than just keywords. It’s about creating a well-rounded digital presence that search engines trust and users love. Whether you're a startup or an established company, a strong SEO strategy can transform your online visibility and organic growth. In the coming posts, I’ll be breaking down SEO strategies from companies like Airbnb and others, so you can learn from their success and apply these techniques to your own business. #SEO #DigitalAudit #Airbnb #SEOstrategy #DigitalMarketing #OrganicGrowth #SEOtips #Marketingcasestudies

Ultimate Hotel SEO Checklist: Boost Your Online Presence 1. 𝗞𝗲𝘆𝘄𝗼𝗿𝗱 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵 • Conduct niche-specific keyword research.  • Target long-tail keywords for local and booking intents.  • Analyze competitor keywords for gaps.  • Use tools like Ahrefs, SEMrush, or Google Keyword Planner.  • Balance branded and non-branded keywords. 2. 𝗢𝗻-𝗣𝗮𝗴𝗲 𝗦𝗘𝗢 • Include primary keywords in title tags.  • Write engaging meta descriptions.  • Use structured headings (H1, H2, H3).  • Add keywords naturally to content.  • Optimize image alt tags with keywords.  • Ensure mobile-friendly designs.  • Create dedicated pages for rooms and amenities.  • Add schema markup for rich snippets.  • Incorporate internal links and FAQs.  • Showcase customer reviews and unique selling points (USPs). 3. 𝗧𝗲𝗰𝗵𝗻𝗶𝗰𝗮𝗹 𝗦𝗘𝗢 • Ensure HTTPS security.  • Fix broken links and submit XML sitemaps.  • Optimize for Core Web Vitals and page speed.  • Use a CDN and enable browser caching.  • Implement hreflang tags for multilingual sites.  • Add canonical tags to avoid duplicate content. 4. 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻 • Publish local guides and blogs.  • Write SEO-friendly room descriptions.  • Add seasonal offers and voice search optimization.  • Regularly update content with videos and images.  • Use location-specific and outbound links to trusted sites. 5. 𝗟𝗼𝗰𝗮𝗹 𝗦𝗘𝗢 • Claim your Google My Business profile with accurate NAP details.  • Include a booking link and optimize the description.  • Respond to reviews and upload high-quality photos.  • List your business on TripAdvisor, Booking.com, and local directories.  • Add a map and directions on your website. 6. 𝗟𝗶𝗻𝗸 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 • Gain backlinks from travel blogs and local businesses.  • Submit to niche-specific directories.  • Leverage HARO and influencer partnerships.  • Promote shareable infographics and guides. 7. 𝗦𝗼𝗰𝗶𝗮𝗹 𝗠𝗲𝗱𝗶𝗮 𝗜𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗼𝗻 • Maintain active profiles and share blogs.  • Encourage user-generated content and run geo-targeted ads.  • Promote offers and engage with followers.  • Add social sharing buttons to your website. 8. 𝗕𝗼𝗼𝗸𝗶𝗻𝗴 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻 • Simplify the booking process with clear CTAs.  • Optimize for mobile bookings and offer multiple payment options.  • Use urgency triggers like “Only 3 rooms left!”  • Display reviews prominently on booking pages.  9. 𝗔𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀 𝗮𝗻𝗱 𝗥𝗲𝗽𝗼𝗿𝘁𝗶𝗻𝗴 • Set up Google Analytics and Tag Manager.  • Track bookings, bounce rates, and dwell time.  • Monitor keyword rankings and traffic sources.  • Perform monthly SEO audits and refine strategies.

Are franchised and managed properties treated the same for SEO by the major hotel chains? Thank you Stephanie Smith, CHDM for this very detailed and enlightening article on what Marriott properties can do to optimize their brand..com property pages for SEO, improve their presence and organic ranking on the search engines and boost direct bookings. My 25-plus years of experience working with both managed and franchised properties of all major hotel chains and brands, including Marriott, showed that the chains did not treat equally for SEO their managed and franchised properties. A few years back, we at NextGuest (now part of Cendyn) did an SEO audit for a client of ours - a major hotel management company with dozens and dozens Marriott franchisees in their portfolio. We audited both the Marriott managed and franchised properties in every destination our client had properties in, including a major metro area in Texas where our client had more than a dozen Marriott franchised properties. What we found out was that Marriott Corporate had assigned the most coveted SEO keywords to their managed properties while leaving insignificant or even useless keywords for the franchised properties in the destinations. The managed properties ranked on the search engines higher than the franchised properties for each of the 100 top keywords in each destination we audited. We informed our client - needless to say, they were appalled! As part of our SEO services for our client, we optimized each property’s pages on brand..com for the most relevant keywords for each property, added additional content, PDFs, internal linking between the pages, and developed a robust backlinking strategy for each property: local CVBs, Chambers of Commerce, local directories, local blogging communities, main data providers, regional, state and national directories, etc. Plus enacted backlink-building content marketing initiatives for each property. The result? In the 12 months after implementing our SEO initiatives, our client generated $7 million more from organic bookings across their Marriott portfolio, compared to the previous 12-month period. The moral of the story is obvious: if you are a franchisee of a major hotel chain, be vigilant and use professional SEO and digital marketing agencies like Cogwheel Marketing, Cendyn, SHR, Milestone, Vizergy, etc. to audit and optimize for SEO your property pages on brand..com and enact a backlink-building and content marketing strategy.

Success starts with a clear vision, and in the realm of travel, that means mastering SEO. There's a compelling article that sheds light on how travel businesses can enhance their online presence and attract more customers. One standout strategy is leveraging localized SEO to reach audiences looking for travel options in their area. A small travel agency used these techniques and managed to increase its online bookings by 40% in just a few months! This transformation serves as a reminder that understanding your audience and optimizing your content accordingly can lead to tremendous growth. Reading through the insights provided, it's evident that the travel industry is constantly evolving, and businesses need to adapt to stay ahead. I encourage anyone in this field to take a look and rethink their digital marketing strategies. What are some of the ways you've optimized your online presence? I’d love to hear your stories! https://lnkd.in/eaw62FDP

SEO is essential for a travel agency to boost its website's visibility in search engine results, attract more customers, and increase bookings. Here are key reasons why: Increased Visibility: Higher Rankings: SEO helps the travel agency's website rank higher in search engine results pages, making it more likely that potential customers will find the agency when searching for travel-related services. Local SEO: Optimizing for local search is vital for travel agencies to attract customers looking for services in specific locations, such as tours, accommodations, or local guides. Targeted Traffic: Relevant Keywords: By targeting specific travel-related keywords, SEO drives highly relevant traffic to the website. This means visitors are more likely to be interested in the services offered, leading to higher conversion rates. Seasonal Trends: SEO can help capitalize on seasonal travel trends by optimizing content for peak travel times, such as holidays or summer vacations. Cost-Effective Marketing: Long-Term Results: Unlike paid advertising, the effects of SEO are long-lasting. Once a website is optimized and ranks well, it can continue to attract organic traffic without ongoing costs. High ROI: SEO typically offers a higher return on investment compared to traditional advertising methods, as it targets users actively searching for travel services. Improved User Experience: Website Optimization: SEO involves improving the website’s structure, speed, and mobile-friendliness, leading to a better user experience. This not only helps with search engine rankings but also ensures visitors have a positive experience, increasing the likelihood of conversions. Quality Content: Creating informative and engaging content is a key part of SEO. This content can help answer potential customers' questions, provide travel tips, and showcase the agency's expertise, building trust and credibility. Competitive Advantage: Staying Ahead: Many travel agencies invest in SEO. To remain competitive, it's essential to implement effective SEO strategies to ensure your agency is visible and attractive to potential customers. Brand Authority: Consistently appearing in top search results builds brand authority and recognition, making potential customers more likely to choose your agency over competitors. Enhanced Analytics and Insights: Performance Tracking: SEO tools and analytics provide valuable insights into customer behavior, preferences, and search patterns. This data can inform marketing strategies and help tailor services to meet customer needs more effectively. Continuous Improvement: Regularly analyzing SEO performance allows for continuous optimization and improvement, ensuring the travel agency’s website remains relevant and competitive. By investing in SEO, a travel agency can significantly enhance its online presence, attract more targeted traffic, and ultimately increase bookings and revenue. Thanks Nazmus Sakib SEO Expert & Social Media Manager

⭐ 5 must know tips on SEO for Hotels & B&Bs ⭐ 1. Targeting keywords: It’s vital to have a clear understanding of the keywords and phrases that your potential guests will use to find your hotel online. Search engines like Google rank your website according to the keywords they find. For hotels and accommodation providers, location is key and will likely be an important aspect of any keyword strategy. ⭐ 2. Add Keywords to your Site Meta Info and Page Content: Your keyword research will have revealed just how many different search terms you need to be aware of for your accommodation business. However great the challenge, the best advice is: start small. Optimise your site for critical keywords and then keep improving as you become more comfortable with the SEO process. ⭐ 3. Make sure Technical SEO is on Point: However, improving your site ranking is just one part of the SEO jigsaw. In order to deliver the kind of website experience that users have come to expect, you need to make sure your technical SEO is on point. Technical SEO involves optimising the infrastructure of your website so it’s fast, easy to navigate and user-friendly. ⭐ 4. Create Relevant, Useful Content: Content can cover a wide range of features including blogs, FAQs, help pages, videos and more which all help to enrich the user experience of people searching for topics relating to your hotel. Think about useful topics for people staying at your hotel. People searching travel-related topics like Michelin restaurants, bucket list must-dos or theme parks will all need somewhere to stay. ⭐ 5. Scale your SEO with link building: Google and other search engines also look at the quality of your links, so try to establish relationships with authoritative and trustworthy sites when you’re link building. That way you’ll start to increase trust as well as traffic. The best way to build links long term is through a targeted content marketing strategy, reaching out to sites in your niche and offering to write a guest post on their site in exchange for a link back to yours. Check out our blog post on on our website for more info - https://lnkd.in/e53-cXUn #digitalmarketing #marketingsolutions #seoforlawfirms #blogpost #marketingcornwall #smallbusinesscornwall #searchhog