A Better Backlink
If you are looking to enhance off-the-page SEO for your hotel’s website, one of the most important factors to consider is your link-building efforts. Although link building isn’t always easy, acquiring natural links is well worth the time and investment. Below are some of the basics when it comes to backlinks and how you can take your ongoing linking efforts to the next level.
A backlink (or an inbound link) is an incoming hyperlink from one website to another. Search engines, like Google, look at these links as a source of credibility. When a site has a plethora of high-quality natural (non-paid) backlinks, the site has a greater chance of ranking on the search engine results pages. Backlinks also show readers, not just search engines, that other sites trust your website’s content, which improves a reader’s confidence in your site. Link building is also an effective way to build brand awareness and introduce your site to new audiences.
Link Ranking Factors
Although we know links are important, we also know from industry studies that not all links are created equal. The Periodic Table of SEO Success Factors shows that link quality, text and number of links are the most important link ranking factors, while paid and spammy links can have a negative ranking impact.
(Image Source: Search Engine Land)
To add, Moz’s 2017 Local Ranking Factors Results found that Google still leans heavily on links as a primary measure of a business’ authority and prominence. According to the survey results, quality/authority of inbound links, diversity of inbound links to domain and product/service keywords in anchor text of inbound links are just a few local ranking factors that have drastically increased from 2015 to 2017.
Backlink Best Practices
With this information in mind, consider the following best practices while building your backlink portfolio:
- Higher Domain Authority (DA) – Moz Domain Authority (DA) is a query-independent measure of how likely a domain is to rank for any given query. The higher the DA of the inbound link, the stronger the link signal to search engines that your site is credible.
- Diversity of Link Domains – Your link-building strategy will be a better investment if you focus on inbound links that come from a variety of domains. For instance, backlinks should be from different domains, not just one domain’s different pages.
- Keywords (service/location) in Anchor Text – Having keywords in the anchor text (text of the hyperlink to your website) will also improve the link signal. For hotels, ensuring that the hotel name is the anchor text will be pivotal, especially if the hotel has the hotel’s city in the name.
- Quantity of Locally Relevant Domains – The quantity of inbound links is critical. And now, Moz’s search results show quantity from locally relevant domains is increasing in significance. Therefore, make sure you reach out to local businesses for linking opportunities.
If you want to up your backlink efforts, try the following ideas that are currently being used for hotels enrolled in Digital Services by Marriott:
- Find your competitors’ backlinks using Moz’s Open Site Explorer tool, and see if they are relevant for your hotel to target as inbound links.
- Disavowing links can remove your hotel website’s association with links that are considered spammy and unnatural in the eyes of search engines. By using tools such as Majestic and Moz’s Open Site Explorer, you can see all backlinks and compile of list of spammy sites to disavow in Google.
(Image Source: Moz)