Getting top rankings on Google and the other search engines is the prime marketing objective for hotels in today’s digital world.ÊInsight into the logic of Google’s madness is a must for your PR agency.ÊWhile no one pretends to know their secret algorithms, a qualified travel public relations firm should understand how to achieve the objective on page one.
While everyone agrees getting high on the search rankings is key in today’s Internet-driven environment, why do so many hotels miss the boat? The reason is clear: hoteliers must understand that integrating the PR and SEO functions into your marketing programs at the outset is the answer to making this happen.
If you engage a PR firm that knows the ins and outs of this tricky business, you will get the reservation phones ringing and traffic to your website.ÊIt is also wise to check with them for referral of an SEO firm they regard as knowledgeable and equipped for the challenge.ÊIf you start the team out together at once, you will get better results in the end. And this is an evolving process so make sure you revisit this as a team every few months to revaluate and retool.
What to look for inÊa PR agency for SEO
In hiring a PR agency, you should have already made certain they have the clout with editors to get the vital links from online stories to your hotel’s website. This is earned SEO manifold. In the media sphere, when your property is mentioned and the right keywords are in there with live links, such outlets as the New York Times and Huffington Post are golden.Ê
In the hotel sphere, obviously Conde Nast Traveler and Travel and Leisure are top targets Ð everyone with a hotel should aim for these.ÊThe coverage is also the most highly valued by Google, which is why they are called Òauthority links.ÓÊThe PR firm should know the other outlets that are tops as well, which can run the gambit from The Robb Report to the Los Angeles Times. So always ask to see samples of prior work before you hire any PR firm.
Live links and their value
High quality inbound links carry enormous punch, and will drive you up the rankings. Those come from the multitude of respected media outlets Ð and everyone on the team should know the likely suspects.ÊMake sure your agency has the contacts to make that happen.ÊGetting media coverage in the top online outlets is the overriding objective for garnering attention in the Internet marketplace, or should be.ÊAnd if the agency is competent, the team will know how to integrate the keywords into articles about your property, and make sure they are linked properly.
Here are a few of the key outlets for link building through PR:
National Geographic Traveler
Huffington Post
USA TodayÊ
Wall Street Journal
Travel and Leisure
Conde Nast Traveler
However, you’d be surprised how Google, Bing and Yahoo also rank inbound links for articles in smaller, regional publications and special interest publications, so don’t forget those in your PR firm’s ongoing campaign. They reach a vital market too.ÊThose outlets include, for instance:
New York Magazine
Destination Weddings and Honeymoons
Vogue
Saveur
Once a story is published the PR agency should scrutinize it to make sure the live link is in there Ð at least once, and preferably twice. Sometimes, the reporter or freelancer neglects to make sure the editor puts the link in the story, and a travel PR agency such as Abelow PR with the clout, will have the ability to go back to the editor and secure that the link inserted.ÊThis is a result of the agency’s credibility with the press.
Keyword research Ð first steps
The first step in the SEO process is to conduct proper research and isolate the keywords that are going to get you the most traffic, and the right kind.ÊThis requires analysis on the part of the entire team to find the hidden gems that will bring you the guests you want. As stated earlier, at the beginning, it makes sense to have your PR and SEO team on board and in sinc. Keyword research is as much art as it is science, and experience is key to success Ð both agencies can give their perspective. Once that is analyzed, those terms need to be written into your website content in an organic way, and inserted into the code. Also vital is to have them in all communication materials going to the press.
In reviewing many hotel properties, it is clear all too many are unaware of how to properly do this vital function and carry on with a cohesive strategy.ÊThe functions appear at odds with one another, and should be hand in glove. All press materials for the hotel should contain the keywords, however you would be surprised how often they are missing. A qualified and astute PR agency will know how to do this in a way that Google will accept, because if it is written in unnatural language the search engines’ algorithms will just discount the keyword and push you down in the listings.
A PR firm’s toolbox for success
After all the programming is done, and the press kit is finalized the team can begin their task of going out to the media and pitching stories.ÊThere are a number of tools they should avail themselves to, and have the track record to execute these efficiently and effectively.ÊThose should include scheduling a few days of face-to-face deskside interviews in New York City with top editors, phone interviews for those unavailable when the client is in town, and of course ongoing media relations.ÊA variety of other activities may include an event, or speaking platforms and marketing tie-ins.Ê
A qualified PR firm will make sure the spokesperson is trained in how to best answer the reporter’s questions to make sure to get the prime messages about the hotel across.ÊIn addition, the agency should do their homework and prime the client on what types of questions the particular reporter will have.ÊMake sure to read some recent stories by the reporter so you can complement them on their work.ÊEstablishing a rapport is always paramount and these meetings can make this happen if handled well.
While it is not a guarantee a story will emerge from these initial meetings, often they do at some point.ÊSome sooner, some later. This way, when the reporter is working on a story in which your property or the region can fit, they will remember you, and reach out to the agency to do a follow up interview or request further details. The best outlets always do fact checking by the editorial staff, and the agency must be prepared to respond to that promptly. Often these calls are at the last minute, so access is key. Sometimes additional photography will be requested so images on file with captions should be maintained for easy access.ÊOnce the stories go online, the team will examine to see the links are properly executed and correct them if necessary.
Quality blogs count too for SEO
But don’t be surprised -Êeven blogs with low readership, will matter in the linking strategy, that is if the content is of a high quality. Your PR agency should have an evaluation procedure in determining if the blog is a viable one.ÊAppearance and the general feel of the blog needs to be reviewed in detail to make sure this is a place you want to appear.ÊOften blogs slip through the Google net, and rise up high on the searches, so they should be considered thoroughly.
Properties should have their own blogs, and those should contain keywords, and will impact your search results. All too often, the hotels post so infrequently that the mileage from those links are lost. At least once per week should be the goal, and checking for comments is important as well.ÊThen, interaction should be conducted.ÊThat is where the SEO juice comes in. Some travel public relations firms will have the ability to write and post for the hotel property, as our agency does, or train someone on staff at the hotel to do this them. Again, there is an art to this, and making the content compelling and timely is important.
Press trips must be in the mixÊÊÊÊÊÊÊÊÊ
For hotel and resort properties, press visits are key to getting feature coverage, and a prime objective here is again, obtaining links in A list media. A public relations agency should schedule these trips with plenty of lead time to secure the top journalists.ÊAlso, assignments are key.ÊThose publicists with solid relationships will make it clear from the outset that links in their articles are a prerequisite, and this should be cleared with the editor assigning the story ahead of time.ÊKnowing which press to host is important to get the most mileage out of this expensive but vital function of any campaign.Ê
A connected agency will also reach out to the tourist boards for the regions in which the properties are located. In that way, the hotel can host journalists, and the airfare will be taken care of by the tourist board. The itinerary should also be a joint effort, so that the hotel gets the right exposure. The agency must also coordinate with the press in attendance to insure they all have up to date press materials on the property.ÊA preliminary conversation is important as well to make sure that if they have special requests for their story, their needs can be arranged ahead of time and there are no surprises when they arrive. Of course, follow up calls are necessary so that the hotel’s best images are in the hands of editors.
So when considering a PR firm, make sure they have well-established relationships in place with the entire spectrum of media, that is how you are sure to get the most bang for the buck. Look for future posts on executing a press trip for maximum exposure.
By Lorraine Abelow
Lorraine has had a 30-year, award-winning, boutique travel PR firm in New York City and is at the forefront of trends affecting traditional and digital media.ÊHer firm has represented such blue-chip names as Four Seasons and Hilton Hotels, as well as boutique properties across the globe and island destinations including St Barth’s and Necker. The agency’s affordable hotel PR and digital campaigns are designed to move the needle regularly gaining eye-catching feature exposure in such top outlets as The New York Times, Travel and Leisure and Conde Nast Traveler. It’s the long-standing relationships the Abelow PR team has with high-level editors that insures coverage in A list media in every campaign. Coverage in influential blogs and social media campaigns round out Abelow PR’s expertise. Lorraine serves as an honorary judge for the Hotels Sales and Marketing International Organization, from which she has won awards for her outstanding achievement over her illustrious career. For more information about this boutique New York City PR firm visit www.AbelowPR.com. You can contact her at Lorraine@AbelowPR.com or 203-226-9247.
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