Results-Driven Business Growth
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AT ALBION, WE DO THINGS DIFFERENTLY…
Looking for marketing campaigns that can pay for themselves many times over? We stake our reputation and our fee on getting great results. So if we don’t increase your rankings, traffic or sales (or reduce your cost per acquisition) you won’t pay a penny.
We provided advice and guidance to Alpine Comfort’s well-meaning web designer then complemented this with hands-on SEO techniques that more than doubled the amount of Google visitors and lead enquiries the holiday chalet brand had enjoyed in the previous season.
We were able to half the amount of money Zanzibar’s Pongwe Beach Hotel had to invest each week on paid search advertising in order to generate the number of sales required. We did this by rebuilding their Google Ads campaigns, rewriting all ads and refining keyword bids.
Safari & Beach Holiday’s search network campaigns were suffering badly due to targeting potential customers in the wrong locations and those who use devices that didn’t convert well into sales. We doubled the number of leads they got each month without increasing ad budget.
Over the years we have found that hotel marketing sometimes neglects the organic search market in favour of less effective ways of increasing traffic. Many companies aren’t quite sure which digital strategies are most suited to promote their hotels. Consequently, many hoteliers tend to allocate their budgets to generalist marketing agencies that use methods that just don’t work as well. Worse is that many hotel owners try to learn about Search Engine Optimisation (SEO), online advertising or social media marketing in-house, with varied results.
For example, people looking to book a hotel, B&B or chalet rarely go hunting on social media sites. What most people do is exactly what you would do – they search on Google and then refine their search queries to include keywords related to their desired destination or nearby local attractions. With this in mind, you’d be surprised how much time and money is ploughed into platforms like Facebook that just don’t produce results you might expect. It can also be a big-time waste to post or tweet offers if they are only ever seen by a fraction of your potential customers, especially as there is no indication that they are currently looking for a stay in your area. Once in a while, you might get lucky, but why take the gamble?
Boosting the Google ranking of your hotel brand isn’t always a straightforward process though. You can’t simply add a list of target keywords to your site and cross your fingers – especially given the competition in the hotel industry. Understanding more about how Google works will enable you to make the most of the online search market – which is one of the reasons Albion has such a strong record in this field. We always make sure our clients understand what we’re doing and why, so the advantages of that knowledge continues to help the businesses we work with.
A firm running a small chain of hotels, for example, will need to have some obvious keywords in their website’s content and metadata. However, they would do well to also include modifier keywords (altered variations of the target keyword phrases). For instance, as well as “hotel”, they’ll want “four-star hotel” or “travel hotel”, “sea-view hotel” and “cheap hotel” or “exclusive hotel”. They’ll also want to include variations in spelling, such as “traveler” and “traveling” for those using American English.
All this helps Google to process the semantic meaning of the pages on your website. It works much better than old-hat techniques like “keyword stuffing” – in fact, if you repeatedly use the same few words on your web pages, they can suffer penalties as a result. It may sound strange, but Google knows what you’re up to – and often punishes sites it suspects of trying to cheat. It’s not worth it, especially if a company has a bona fide reason to qualify for these search queries anyway.
It is also useful to include related keywords, to cover cases where someone is searching for a particular phrase. If your company runs a hotel in Spain, make sure to include all the nearby major local attractions and events in your list of keywords. Add to these your postcode, your phone dialling code and any other words that informs Google exactly where you are and what you offer. These keywords can improve the chances of your website ranking for more “long-tail” search queries. In addition, there are likely to be many phrases which you hadn’t considered. All in all, customers stand a better chance of finding what they want on your site if your content and metadata contains a cluster of related keywords.
To gain a top natural ranking on Google there are a number of less-known strategies that have been proven to work well for hotel websites in need of more business. These include internal linking strategies that help channel the “ranking power” to your target pages, technical SEO that helps Googlebot discover, crawl, index and rank your pages as well as ongoing methods such as link building and content marketing that ensure Google has everything it needs to rank your web pages above the competition.
Flying the flag for the most notorious pirate ship on the seas
Ahoy, me hearties! Albion’s landlubbers were invited aboard the ship of that scurvy-bitten seadog rogue Calico Jack, to cast light on why the flow of new shipmates was drying up. And shiver me timbers, during our adventures we put all hands on deck to help the crew learn the ropes about reeling in more treasure. Damn your eyes!
Keeping turnstiles spinning at one of the UK’s most loved theme parks
As a popular zoo and theme park in the UK, our client has to keep hundreds of families (and other animals) happy and fed every day as well as keeping the park busy. We work with their in-house team and have contributed to their busiest seasons to date via top Google rankings and a range of online advertising campaigns.
Acquiring repeat customers for a recreational vehicle hire firm
With hundreds of happy customers under their belt, Portugal based Siesta Campers have been first choice for campervan hire for almost a decade. However, the launch of a new site saw their traffic and sales drop do the ground – that is, until we came in to resolve the problems and increase their online sales from search traffic.
