Marriott updates SEO strategies following system overhaul

From the Personal Branding Blog

Keeping pace with Marriott’s ongoing system and website advancements is critical for hotels. The digital culture surge necessitates smoothly run online booking processes. A mobile-friendly site and bolstered social media presence are key for attracting and retaining customers.

In 2022, Marriott overhauled their URL structure requiring a comprehensive audit of URLs and backlinks for alignment. This compels Google to re-index the site, affecting the efficacy of previously implemented SEO strategies. To mitigate potential negative impact, Marriott must regularly update their SEO strategies.

This could result in losing valuable backlinks. To prevent this, Marriott must promptly amend existing backlinks to match the new URL structure. Maintaining these connections is vital for overall SEO performance.

SEO pitfalls include neglecting non-indexed pages, which Google can’t find, impacting SEO rankings. Slow-loading pages and non-mobile-friendly pages can discourage visitors. Unique, quality content boosts SEO, while mediocre and repetitive content falls flat. Accuracy and consistency in local SEO bring in local and international customers.

Marriott has replaced the EPIC system with the Product Catalog. The latter offers a platform for SEO modifications, which can lead to increased visibility and better search engine performance. Its flexibility and customization features drive targeted traffic to hotel sites, optimizing revenue.

SEO strategy adjustments after Marriott’s system upgrade

Failing to adapt could result in missed opportunities, while embracing the change can improve overall business performance.

Developing an SEO strategy involves focusing on on-site optimization, off-site optimization, and technical aspects. Understanding the target audience’s search intent and habits is vital. On-site optimization involves effective keyword strategies and user-friendly website design. Off-site optimization revolves around high-quality backlinks, social media marketing, and influencer outreach.

Technical aspects like website loading speed, mobile optimization, site structure, and security greatly contribute to search engine rankings. Regularly monitoring SEO performance, adjusting as needed, and updating with search engine algorithm changes ensure continued success. A tailored and efficiently executed SEO strategy can notably increase visibility and organic traffic growth.

Monitoring unique selling propositions and major demand generators is also key to attracting business. Continuously revising and optimizing content using platforms like SEMrush or Ahrefs boosts organic traffic and search visibility. Maintaining vigilance on industry trends and Google algorithm changes ensures that strategies remain effective.

Systemic monitoring of the customer journey, utilizing social media for customer engagement, and supplying high-quality content greatly enhances brand visibility. Lastly, never underestimate the impact of positive reviews and feedback. They not only boost brand reputation but can result in improved SERP rankings and higher click-through rates. Excellent customer service contributes to positive reviews and stronger brand loyalty.

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