SEO, or search engine optimization, is the process of improving a website to increase traffic from search engines like Google. SEO is important for hotels because most travel research is done online, and a high search engine ranking is crucial to attract qualified customers. Local SEO is especially important for franchised hotels to target local events and groups. While some believe that more travelers book directly on hotel websites, research shows that online travel agencies are still more popular booking sites. User reviews on sites like TripAdvisor also have a major influence on booking decisions. To succeed with SEO, hotels need patience as rankings can take a long time to improve, and an ongoing effort to adapt strategies as search engines and consumer behavior evolve.
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