Link popularity refers to the number and quality
of the incoming links that are pointing to your website. Certain
other websites consider your own website important enough to link
to. In the search engines’ view, your website is considered important
as well. Each link is considered a “vote of confidence” by a third
party website for your site.
According to Search Engine Watch, one of the most
difficult areas of website marketing is building link popularity.
Why? Because the search engines do not want and like "artificially
created" (or useless) links, so there are no easy ways to build
link popularity. The days of “link farms” and huge “link exchange
programs” offered by many SEOs are over. Try those strategies now
and you can easily find your website booted out of a search engine.
Today search engines want links from authoritative
sites, or links from websites that share the same focus as your
website, i.e. travel-related websites, destination portals, travel
guides, CVBs, travel and hotel directories, etc.
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Link
Creation Strategy
HeBS has identified a number of major
online travel non-transactional services that any proactive
hospitality company can utilize to position its website
and services. Exposure on these direct-to-consumer services
will boost the “link popularity” of the hotel website, a
crucial criteria used by the search engines to determine
how to rank the website. Leverage these services' promotional
efforts and robust Internet traffic as a means to promote
and distribute your inventory.
Ideally a hotel company should aim
to position itself at all direct "points of contact"
with potential Internet travel bookers. Utilized expertly,
these important direct online services beyond your website
can increase your link popularity, boost traffic to your
website and produce immediate results, while keeping the
hotel company or its properties in full control of their
brand, pricing strategy and revenue management techniques.
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Name
of HeBS Service:
Link Popularity Strategy
Consulting Service
Type:
Written Report + Consultation
This HeBS service
is ideal for:
Major brands, hotel management companies, independent hotels,
branded hotels and franchisees, resorts, casinos, hotel
representation companies, condos and time shares, boutique
hotels, extended stays and corporate stays, other lodging
companies
HeBS Service Features:
A. Link Creation
Services Beyond the Hotel Website Report
- 100+ online services
- Online Event and Meeting Planner
Services
- Online group travel services
- Last minute and impulse purchase
services
- Weekend Getaway Services
- Online Hotel and Travel Directories
- Local travel and hospitality services
- Destination and city directories
- Wedding and honeymoon services
- Golf channels
- Gay & lesbian travel sites
- Women travel services
- African American Travel Services
- Senior Citizens Travel services
- Dynamic pricing services
- Foreign direct services
- Pay-per-click services
- Proprietary 3-point ranking system
for each service
- Terms, pricing and sign-up information
for each service
- Action and Implementation Plan
- 40+ page written report
- Quarterly updates (available at additional
small fee)
- One hour phone consultation.
B. Online Newswire
Delivery
Another important Link Creation approach is the use of
the online newswire services. These services offer two
important benefits: a) Serve as an additional channel
to market the property and b) Create links to the property
website that in aggregate further enhances the link popularity
of the hotel website. Several major online newswire companies
are accessible for the hotel to announce at least once
a quarter or once a month new packages and specials.
National distribution to 4,000 editors
and publishers: reaching media, reporters, disclosure
destinations, exchanges, analysts, brokers, investors,
researchers, online services, consumers, buyers, employees,
government agencies and more, using newswire networks
to deliver full-text news directly to the audiences of
importance to you. Some news services include targeting,
evaluation and measurement services.
Features:
- Strategy creation
- Frequency
- Newswire service set-up
- Copy creation
- Placement services
- Monitoring and reporting
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