Maintenance is a crucial ingredient to any successful SEO plan.Allowing Google to efficiently crawl a website while also providing a clean user experience are two of the most important items any digital marketer should focus on.However, one common pitfall of SEO is getting too caught up in the smaller items that don’t necessarily push the needle.The SEO landscape is ever-changing. Because of this, the best way to approach the discipline in order to produce results is keeping your focus with a "growth mindset". This means not only growing the physical presence of your website in pages - but experimenting and remaining agile among your organic marketing tactics to build authority, increase traffic, keep content fresh, and so much more.While there are countless different strategies to "grow" a website, some of the best tend to be industry-specific.We have identified a few key tactics that would allow anyone in the hospitality business to see success when growing a website.
Know The Objective
Before getting started, it is important to identify key objectives for a growth strategy. Without a predetermined goal, the plan will quickly fracture into smaller strategies that fall further from the initial focus.A few important metrics to consider when looking to grow:
- Users
- Keyword Rankings
- Ecommerce Conversions and Revenue
- Leads and Form Completions
Find Organic Opportunities
It is simple to measure performance on a specific set of metrics, but the opportunity to grow lies within the search queries and landing pages that don’t receive as much attention on a daily basis.There are a couple of ways to identify these gaps:Search Console's Landing Page Report - This is a report showing the performance of all organic keywords and landing pages for a website. Opportunity can be found when sorting the pages by impressions and analyzing pages that get high impressions, but few clicks.This gap highlights room for improvement in metadata and organic click-through-rate. Improving upon this can increase organic visits to a website.SEMRush's Domain Overview - SEMRush allows users to see all organic keywords that rank for a specific website. Sorting the keywords by search volume and excluding queries that drive traffic to the site is a great way to see what users are searching for that the website doesn’t capture.This is a perfect opportunity for new content creation and attracting more organic engagement.
Use paid data to help your strategy
It may be counterintuitive to use paid metrics when considering organic growth, but combining the two practices can open up a world of opportunity. Google no longer provides conversion metrics on a keyword level for organic search.Supplementing with paid data can highlight keywords that need to be a focus in the SEO space. Paid media teams have a strong grasp on queries that convert and can relay this information to the SEO team.Aligning organic targeting with paid advertising is a unique way to grow organic revenue.Overall, the main focus of a growth strategy is to not spend too much time on what already works. Continue to push the boundaries and find opportunities outside of the current ecosystem.Looking to build upon a solid foundation is the only way to stay ahead of the curve in digital marketing.
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Maintenance is a crucial ingredient to any successful SEO plan.Allowing Google to efficiently crawl a website while also providing a clean user experience are two of the most important items any digital marketer should focus on.However, one common pitfall of SEO is getting too caught up in the smaller items that don’t necessarily push the needle.The SEO landscape is ever-changing. Because of this, the best way to approach the discipline in order to produce results is keeping your focus with a "growth mindset". This means not only growing the physical presence of your website in pages - but experimenting and remaining agile among your organic marketing tactics to build authority, increase traffic, keep content fresh, and so much more.While there are countless different strategies to "grow" a website, some of the best tend to be industry-specific.We have identified a few key tactics that would allow anyone in the hospitality business to see success when growing a website.
Know The Objective
Before getting started, it is important to identify key objectives for a growth strategy. Without a predetermined goal, the plan will quickly fracture into smaller strategies that fall further from the initial focus.A few important metrics to consider when looking to grow:
- Users
- Keyword Rankings
- Ecommerce Conversions and Revenue
- Leads and Form Completions
Find Organic Opportunities
It is simple to measure performance on a specific set of metrics, but the opportunity to grow lies within the search queries and landing pages that don’t receive as much attention on a daily basis.There are a couple of ways to identify these gaps:Search Console's Landing Page Report - This is a report showing the performance of all organic keywords and landing pages for a website. Opportunity can be found when sorting the pages by impressions and analyzing pages that get high impressions, but few clicks.This gap highlights room for improvement in metadata and organic click-through-rate. Improving upon this can increase organic visits to a website.SEMRush's Domain Overview - SEMRush allows users to see all organic keywords that rank for a specific website. Sorting the keywords by search volume and excluding queries that drive traffic to the site is a great way to see what users are searching for that the website doesn’t capture.This is a perfect opportunity for new content creation and attracting more organic engagement.
Use paid data to help your strategy
It may be counterintuitive to use paid metrics when considering organic growth, but combining the two practices can open up a world of opportunity. Google no longer provides conversion metrics on a keyword level for organic search.Supplementing with paid data can highlight keywords that need to be a focus in the SEO space. Paid media teams have a strong grasp on queries that convert and can relay this information to the SEO team.Aligning organic targeting with paid advertising is a unique way to grow organic revenue.Overall, the main focus of a growth strategy is to not spend too much time on what already works. Continue to push the boundaries and find opportunities outside of the current ecosystem.Looking to build upon a solid foundation is the only way to stay ahead of the curve in digital marketing.
Did you enjoy the read?
Get original hospitality industry insights delivered to your inbox. Sign up to receive Screen Pilot’s #TrendingNow Newsletter.
