Author: Dr. Manus Ward │Head of Digital Strategy and Data Protection │Hotelconsultant.com is a qualified and experienced former hotel manager, culinary Olympic team manager and hospitality Head of School who is passionate about passing on the knowledge he gained from one of the few hotel digital strategy doctorates in the world to you the hotelier. Bonus: If you have any problems with this contact me (100% free) at manus@hotelconsultant.com or 086 8185829 on this or any aspect of your hotel’s digital strategy.
Why do we have to do this
Google uses its employees to assess the results its algorithm returns and changes the results if better results should be increased in rankings.
What does this mean
Google has “Google’s Quality Rater Guidelines” where Google employees assess the order of the pages in which the Google algorithm mechanically placed results for certain keywords. They then from a human perspective may move around the results manually if they feel a lower down result was actually a better page. Google wants to give searchers the page they actually want rather than a page they don’t want but is number 1 simply because it is a perfectly search engine optimised page .
What do I do: Basically build your page for humans. Remember even if you get your hotel to number one on Google by manipulating the algorithm through implementing everything I have explained here, a human is going to make the yes or no decision whether to book your hotel or not. Appeal to their thoughts and emotions and give them the information that they are actually looking for.
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