Fuel Hotel Marketing Podcast: Episode 31 – Build Links Like A Boss: The Hotelier’s Simple Guide To Link Building

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Links from other websites to your own hotel website are the foundation of good search ranking, but they also play an important role in exposing new people to your property. A hotel’s goal should be to have a wide and varied link profile from all manner of sources. In this episode, we discuss ways that a hotel can earn links the right way as well as some pitfalls to avoid.


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Show Notes:

What is “link building”?

Process of earning other (external) web pages to link back to a page on your website.

(Resource: http://www.wordstream.com/link-building)

Why is link building important?

  • Links are used by search engines and are one of the primary ranking factors
  • Links = popularity & quality
  • On-topic links matter more than off-topic links ~ Authority on a subject
  • Anchor text relevance is also important ~ established relevance

(Resource: https://moz.com/beginners-guide-to-seo/growing-popularity-and-links)

What does a hotel need in order to build links?

  • Up to date, mobile friendly website
    • Establishes trust & authority
    • Positive user experience
  • High quality, useful / unique content
    • Resources (travel planning tools)
    • Research / case studies, etc.
    • Unique deals or packages (ex: discount for teachers, military, etc.)
    • People need something of value to link to…
  • Patience, Time & Energy
    • This isn’t a quick process, kids

What is the link building process?

    • Research → Define goals & targets
      • What page(s) are you trying to build links to?
      • Who would naturally link to this?
      • Be realistic
    • Compile a list & gather contact information
      • Keep it simple → Organize google doc or excel sheet
    • Start Building relationships
      • Research sources & authors, connect on Twitter, LinkedIn, etc.
      • Share other content from sources
    • Work on direct outreach
      • Communicate value
      • Don’t be annoying
      • Track / Monitor results

What are the types of Links A Hotel Can Build?

  • Content Creation & Promotion – Create compelling content that people will want to reference and link to, and tell people about it.
  • Submissions – Submit your news to press release aggregators, submit your site to directories, etc.
  • Reviews & Mentions – Put your product, service, or site in front of influential bloggers.
  • Links from Friends & Partners – Get people you know and people you work with to link to your site.

What Are Some Link Building Tactics, Tips, & Tools?

We have a blog about this, check it out here → https://www.travelboommarketing.com/blog/10-ways-to-identify-link-building-opportunities-for-hotels/

  1. Set up Google alerts for your hotel (www.google.com/alerts)
    1. Monitor brand mentions (Ex: news coverage)
    2. Monitor relevant non-brand mentions (“hotel discounts for teachers”)
  2. Partner with local businesses → Two fold benefit – can build links but also build additional business
    1. Attractions
    2. Restaurants
    3. Events / Event Venues
    4. Schools / Colleges
  3. Scope out competitive links
    1. Majestic SEO & ahrefs.com
    2. See what links your competitors have and if you can get a link from that source also
  4. Find brand or URL misspellings
    1. Tools.seobook.com & Tlcseo.com
    2. Easy links
  5. Online directories
    1. Dmoz
    2. Local listings
    3. CVB / local portal sites
  6. Monitor social media for brand or relevant non-brand mentions
    1. Mentions / @YourPage
    2. Hashtags
  7. Have a blog → Create awesome content / resources
    1. https://www.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-10-hotel-blog

**Not every tactic will work for every property → Find what works best for you!

How can I build legitimate links without being shady?

Google Penguin Update → April 2012

  • Targets spammy / spady link tactics
  • Now part of the core Google algo

(Resource: http://searchengineland.com/library/google/google-penguin-update)

Final Thoughts

  • NEVER pay for links. Ever. Just don’t do it.
    • Link farms
    • Fake / spam websites
    • Paid listings
    • Links acquired through hosting guest bloggers, etc.
  • Slowly build links over time
    • Do not magically acquire tons of links overnight
  • Be genuine → If you build it they will link
    • Smart promotion and outreach
    • Have an amazing website experience / 10x content

Fuel is speaking at the SC HSMAI meeting in December in Myrtle Beach – More details to come!


In the News

American Hotel & Lodging Study Results
https://www.tnooz.com/article/hotel-tech-in-room-functionality-and-guest-services-a-digital-overview/ or https://www.ahla.com/press-release/new-survey-reveals-latest-hotel-trends-across-country

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Submit your questions and topic ideas on Twitter to @_travelboom. Download our leisure travel study at www.fueltravel.com/study/.

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