| Third party advertising vs. optimization of your own website
Why should I list my establishment on other websites if I have my own website?
Why should I optimize my own website if I am listed on other websites?
We have been asked both questions many times and our answer is always the same: While it is important to optimize your own website, you should be listed on as many accommodation directories as possible; or: while it is important to be listed on as many accommodation directories as possible, you should, at the same time, ensure that your website is optimized for search engines.
Here are the reasons why:
1. Search Engine Rankings
Some accommodation directories are well optimized for search engines and due to their size and popularity, rank very well in search engines for most major locations and establishment types. It is often very difficult to rank in the first position or even on the first page for competitive keywords as these are taken up by well marketed accommodation directories. You should simply acknowledge this and list your establishment on these directories.
2. Choice
Visitors prefer the choice of several establishments provided by accommodation directories, which allows them to easily compare rates and guest reviews. This ensures the popularity of accommodation directories and results in visitors returning to the directory.
3. Additional Information
Many accommodation directories provide additional useful information about the location, such as attractions, activities, restaurants, etc. This not only helps to increase the traffic, but is appreciated by the visitors to their sites.
4. Refined Searches
Most tourists start their search with very general search terms, such as "south africa accommodation" or "johannesburg accommodation"; while they browse through top ranked websites for these highly competitive search terms, they learn about the various town and suburb names surrounding their favorite location and refine their search; this is your opportunity if your website is optimized for less competitive key phrases including the name of your suburb and the type of accommodation you are offering.
5. Get the traffic which is supposed to be yours
Many visitors like to book direct with the establishment and although they have found your establishment possibly on an accommodation directory, they use search engines to search for your name. Ensure that your website is optimized that your establishment appears in the first position for your establishment's name. It is not a secret that the majority of traffic attracted by accommodation directories are actually searches done using establishment names because the majority of establishment websites is still not sufficiently optimized for search engines.
6. Get the traffic you deserve
Most accommodation directories focus their Search Engine Optimization efforts on general search phrases such as "cape town accommodation", as they impossibly can manage to include all key phrases into their optimization. By optimizing your website for niche key phrases such as your special offer, establishment type and location, you can attract a significant amount of high quality traffic. For example, "family friendly b&b in hazyview" can attract exactly the traffic a family friendly B&B in Hazyview is looking for.
7. Give your repeat business an address
As long as your guests who stayed with you will remember your name, they will most likely contact you the next time through your own website. By having a well established and marketed website, you ensure the percentage of bookings through your own website will increase over time. Establishments with well marketed websites generate more than half of their bookings through their own website.
8. Build your own online brand and reputation
A well established and ranked website should be your number one goal of your online marketing strategy. It is not only much cheaper in the long run, but also much more reliable and allows you to build your brand and communicate effectively with your guests.
The answer to the above questions is more a matter of a shift in your online marketing strategy over time. We recommend to new establishments to list on as many accommodation directories as possible, while at the same time the ongoing optimization of your own website will ensure that over time, the amount of new and repeat business generated from your own website will increase to such an extent that you can slowly reduce the budget for advertising on third party websites as well as commissions paid to third party booking agents. |
