Why backlinks are important for hotel SEO
Backlinks are incoming links to your website from other websites. These links to your website are considered votes of confidence for search engines. This means that your property’s website is important and relevant enough that other websites can connect and associate with it.
Quality vs quantity of backlinks:
In the past, backlinks were a major factor for a website’s ranking. It was more of a numbers game: the more backlinks a site had, the better the search ranking. As Google got smarter and updated its algorithms, the quality of backlinks became more important than the quantity. Rather than rewarding sites that paid for a few thousand links from irrelevant, low-quality sites, Google started paying attention to the quality of sites linking to your site.
For example, let’s say you want your property’s website to rank for the convention center down the street. Does the convention center have a list of nearby hotels? Is your property mentioned on this list with a link to the site? If the convention center thinks you’re important, Google thinks your property is important to people looking for hotels near the convention center. This carries much more weight than 30 backlinks from sites that have nothing to do with travel or property location.
Acquire more backlinks:
Finding quality link targets takes a lot of time and research. Achieving quality goals and asking for inclusion doesn’t always produce connection, but it’s important to ask and reach out to build connection. If your property receives quality links from a nearby business, it is recommended that you return the favor and link to their site from yours, if applicable.
It is important not to dwell on the number of links as a measure of a good backlink profile. A small bed and breakfast in Iowa will not have as many backlinks as a resort hotel in a large city. No two backlink profiles will look the same, they are unique to the business or property. There is no measurable quantity that equals success.
Protecting your backlink profile:
Link management is more than just acquiring links from local businesses and travel directories. Unfortunately, you can’t tell who is linking to you, which means you might get unnecessary, low-quality backlinks.
With clients in the past, we’ve seen shady tactics from their competitors who hired an SEO agency to send bad links to the client’s website in hopes that they would be penalized or downgraded. For reasons like this, it is important to protect your backlink profile. If you notice any low-quality or spammy links, disavow them and let Google know that you don’t want to be associated with the sites that refer to you.
Quality link monitoring:
Along with monitoring unwanted links, it’s also important to make sure the links you want are still working and making a difference. If you change the URL of a page that other sites link to, all those links will be broken. If the page is redirected, the majority of links will still carry over, but it’s best if the link goes directly to the intended destination page without sending the search engine through a redirect. Stay on top of your well-earned links to ensure they remain active and accurate.
High quality links will help the domain authority of the property site. Think of the saying, “you are judged by the company you keep”. The same goes with a site’s backlink profile. If a website that search engines consider important and reputable links to the property’s website, it conveys some of that authority to your site. The higher your domain authority, the better your ranking will be.
For more tips on how to improve your rankings on Google, download our guide to the fundamentals of search engine optimization. here.
For over 20 years, Vizergy has served the hospitality industry with cutting-edge marketing technologies, knowledgeable talent and exceptional service for clients around the world. The company deploys complete travel lifecycle marketing solutions, from conversion-optimized website design to award-winning digital marketing programs, booking solutions, media planning and execution. Vizergy’s platform is touted as the #1 digital marketing system – easy to use, turnkey, and SMART, and continually enhanced with tools to help hotels compete and maximize revenue. At Vizergy, hotel marketing is not only our mission, it is our only objective.