SEO Made Simple


First up: SEO. SEO stands for Search Engine Optimisation and is really the art (or science) of getting Google to place your website high up in its search results. SEO matters because very few customers travel beyond page one of google when looking for anything, so if you appear on page one of a search you can get lots of visitors to your website. Not only that but it can get you more commission free bookings as when a visitor books via your website directly you shouldn’t be paying any commission to anyone!

So can SEO replace using travel websites? Absolutely not! Travel websites like Expedia, and Laterooms have huge, global marketing budgets running into billions of pounds per year. That means sites like these will be how the majority of people look for a hotel or B&B in any given area. So, if you’re not on these sites you will be missing out, particularly if your competitors are!

So what should you do? We recommend thinking about this in 2 steps:

1st step: brand search

These are people that know your ‘brand’ and are searching for your name directly (probably after finding you on a website like Expedia or LateRooms), so you need to ensure that you are easy to find when people are looking for your property specifically. You can do this by implementing the following:

  • Make sure you’re visible on all the major travel websites: take advantage of them to make sure people see you and then Google you. Be visible.
  • Make sure you have a good URL: For example if your property is called ‘Park House’ you should go for a URL like or; do not call yourself ‘theparkhouse’ or ‘thepark’ or capitalise with ‘THEPARK’ – you just need to have one name and stick to it. (Expert tip: buy both of your .com and domains so that you don’t end up competing with another hotel using the other domain!)
  • Describe who you are and where you are in your content: You need to use your location e.g. Park House Hotel, London.

2nd step: Non-brand search

These are people who are searching for a place to stay but they don’t know who you are yet. You need to make sure your property can be found depending on what phrase they are typing into the search engine. Below are some other factors Google will take into account:

  • Your website needs to be mobile friendly: This means that your site has to re-size and read well on any device. Google will rank you higher if you are.
  • They need to be able to book there and then: When they find your hotel you need to be able to convert them into a paying guest, 56% of people are put off by having to telephone or email.
  • Content: You should think of 4-5 phrases that best categorise your property and use them throughout your website, for example ‘luxury hotel Bath’ or ‘romantic getaway near Bath’. (Expert tip: don’t pick highly competitive search terms like ‘hotel in Bath’- you need to be specific to beat the competition). However, you still need to ensure that your content looks natural and make sure you don’t add lots of ‘keywords’ at the bottom of your page.
  • Links: Google measures how many people link to your website as a sign of its quality. So if you use TripAdvisor, Facebook or Twitter, make sure they link to your website.
  • Maps: Google Maps is the 3rd biggest search engine in the world, so being featured on there can get you a lot of visitors.

Should you pay for it? We don’t recommend it. The above is simple and your website designer or website template provider should do most of it as part of the service they provide you. Paying an ongoing fee for SEO services is probably a waste of money.

SEO Made Simple

What is eviivo?

eviivo is a suite of products and services, which are designed to help hotel, guest house and B&B managers run their business online in an easy and effective manner.

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