When it comes to digital marketing, Four Seasons is leading the pack in the hotel industry...but it wasn't always that way.
Spoiler alert: prepare to have your mind blown.
Today, 93% of online experiences begin with a search engine. That’s huge!
My brain is still trying to grasp everything we learned about search engine optimization (SEO) last week in our Digital Marketing Class, but I’ll share the highlights.
First, what is SEO anyways? Basically, it’s the process of optimizing your site to help search engines understand your content. When a user types a query into a search engine, it “crawls” the web, looking at all the different sites that are relevant to the search terms, then indexes these sites and ranks them (using algorithms few people fully understand) based on usefulness, as determined by the sites’ relevance and popularity.
If you’re thinking “this sounds a little complicated or technical”, I’m with you. But businesses can’t overlook the importance of SEO because without it, a website can be invisible to search engines. Where your website shows up in a search ranking is key because 70-80% of users ignore paid ads, instead focusing on organic search results. Being listed earlier in the search results means your site will get more traffic and more trust from users. The graphic below sums it up:
So, what can you do to improve your site’s search ranking? Here are a few SEO tips to follow:
- Choose a URL that’s easy for users and search engines to understand
- Use relevant keywords in your site’s titles and text
- Optimize your site images with alt tags (descriptions) and reduce file size
- Avoid duplicating content, as this lowers search rankings
- Seek professional help from a trusted agency if needed
If you want to learn more in-depth SEO strategies, you can always do a Google search – the first few results should be a good place to start!
Check out BrainStation’s Digital Marketing Courses here!