Maximize your business exposure in Google by getting ahead of your competition in the search results.
Belize Case Study:
A Report into the State of Digital Marketing for the Beach Resort Industry in Belize
Digital Marketing made simple & how your competition is stealing your market share!
As a digital marketing specialist in the Beach Resort industry we are often asked which are the best and most cost effective, online methods to generate new visitors that will convert to sales.
The resort industry continues to gain increased competition as more travelers look towards getting away to relaxing beach vacation. As a resort looking to attract vacationers, you must consider many factors that will help generate more traffic to your website and, in turn, convert that traffic into visitors to your destination resort in the sun.
Each marketing option will have pros and cons and give you different results, some giving you more traffic than others. Some strategies will give you higher conversion rates and you must look at both short term and long term digital marketing strategies that will help you get more visitors to your resort.
Many resorts spend thousands of dollars per month in pay per click (PPC) ads through Google Adwords and other search engines. PPC should be considered a short term strategy to get your message out as only 2% of the people searching online for a beach resort will click a Google Adwords advertisement.
In this report we are going to focus on longer term strategies that will increase website rankings in Google and put your beach resort in front of more people. If you are asking the question, “How do I get my resort to rank on page 1 of Google?”, we are going to show how important search engine optimization and social signals are to rank a beach resort.
Keyword: Belize Resorts, 9900 Searches per month
We chose to do a report on 24 resorts in Belize because this destination has not only incredibly beautiful Caribbean beaches, but it is also a thriving vacation spot searched by thousands of people every month. Click this link for more information on Belize vacations.
Our competition analysis used 2 different factors to rank the resorts. We know that Google uses over 200 different ranking factors in their algorithm, but stick with us and we’ll explain.
Backlinks are links that come to your website from another website. Google looks at backlinks to your website as a sign of trust and authority for the niche you are in. Not all backlinks are weighted the same, and this plays a factor on the rankings. A website could have thousands of backlinks that come from non-relevant and spammy sites and it will not rank as high as a website that has a few hundred quality backlinks.
- Social Signals
Social media is a very important factor in resort marketing. When searching for beach vacations, your potential guests will need to know that other people have been to your resort and they will want to know the reviews of those past vacationers. People will also want to see a visual story of your hotel, the beach, past guests, and the people that work at the beach resort.
Keeping in touch with your followers and past guests gives the impression to the world that you care for your guests and care enough to take time to keep everyone updated. You are reaching people who have dreams and being active in social media will make you remembered when it is time for people to book their dream vacation. We used Facebook, Twitter, and Instagram to measure the social signal totals in this report.
Beach Resort Marketing have added these two factors and picked 24 resorts in Belize with various rankings. Some of these are all inclusive resorts in Belize and some resorts are not on the beach and would be Belize hotels. The keyword Belize resorts gets 9900 searches per month. If you are a Belize resort hotel looking at these rankings of your competition, the good news is that ALL of these resorts can be outranked with the correct strategy.
Here they are:
|Resort Name||Backlinks||Facebook Likes||Twitter Followers||Instagram Followers||Beach Resort Marketing Score|
|Portofino Beach Resort||263,000||10,353||–||3,130||276,483|
|Hamanasi Adventure & Dive Resort||828||39,524||1,202||1,135||42,609|
|Cahal Pech Village Resort||20,600||11,723||6,086||345||38,754|
|Belize Ocean Club Adventure Resort||47||26,354||216||3,932||30,549|
|Black Orchid Resort||16,400||7,101||687||206||24,394|
|St. George’s Caye Resort||37||19,361||256||412||20,066|
|The Inn at Robert’s Grove||4,000||14,217||1,487||154||19,858|
|Las Terrazas Resort||1000||15,178||2,033||622||18,833|
|Chabil Mar Belize Resort||819||10,023||5,770||511||17,123|
|Cocoplum Island Resort||190||9,003||706||4,541||14,440|
|Blackbird Caye Resort||218||8,337||488||267||9,310|
|El Pescador Belize||4,900||2,772||–||1,078||8,750|
|Xanadu Island Resort||366||3,540||739||168||4,783|
|Tranquility Bay Resort||1,700||1,956||480||17||4,153|
|Sapphire Beach Resort||718||2,801||158||4||3,681|
|Matachica Resort & Spa||1,100||1,200||–||364||2,664|
|Pelican Beach Resorts||271||1,858||–||510||2,639|
|Sandy Point Resorts||84||1,414||379||701||2,578|
|Banana Beach Resort||863||1,598||–||–||2,461|
As mentioned earlier, Google has over 200 ranking factors in its algorithm. Some examples include; having a mobile friendly website, page load speed, on-page seo optimization, internal page linking, and many many others.
The top Belize resort ranking in Google for the ‘belize resorts’ keyword is:
Hamanasi Adventure & Dive Resort – Position 4 on Google
Hamanasi Resort has a strong backlink profile and does very well with social signals. Hamanasi was rated number 2 in the Beach Resort Marketing Score as well. In contrast, Portofino had the top numbers with backlinks and social signals, however, they rank well on the 3rd page of Google in position 35 at the time of this report. There are several reasons for this, most notably would be looking into the very large amount of backlinks with only 27 referring domains for those backlinks.
How do I beat my competition in the Beach Resort industry?
Google puts a lot of trust in websites that have a strong non spammy backlink profile as well votes of confidence through social signals. Following these practices by building quality links and generating a social profile with consistency will help your website climb in rankings.
There are several ways to get backlinks to your website in the travel industry. With having a beautiful destination that attracts thousands of visitors every year, your goal should be to put your resort in front of the people searching for their dream vacation.
Building backlinks to your website will help it rise in the search results when someone searches for the keywords they want. An example would be searching for the keyword in Google “Belize all-inclusive resort”. Google uses its algorithm to determine what the best resource is to put on the first page for that term. Having backlinks that are relevant from other websites will tell Google that your all-inclusive resort in Belize is a more relevant website than another that does not have many sites linking to them.
There are a number of ways to get backlinks:
- Local and national directories
- Video submission sites
- Guest articles on other websites
- Online Travel Agency websites
- Broken Backlinks
- Social Media
- Internal Links
There are many more resources as well. If you are unsure on how to do this yourself, you should consider hiring a professional SEO company that specializes in your niche.
Social Media & Social Media Interaction
In the hospitality industry, social media has become vital in attracting new guests, keeping existing guests, and building a strong reputable brand for the future. Social media interaction is a resort’s lifeline with the public.
If leveraged correctly, social media can be a great platform to interact with your past, present and future guests in a unique and personal way. This can create an online following for your brand and can encourage others to stay at your resort.
Social media also gives you the opportunity to respond to a negative feedback or comments about your resort. People often use platforms such as social media to vent their frustrations about a particular brand. You can turn this into a positive experience as long as you respond to the comment in a professional and positive way. Think of it as an opportunity for you to ratify the situation, which readers and potential guests usually see as a positive.
Social sites that focus on imagery such as Instagram allow you to take people on a visual journey that builds up their dreams to come to your beach resort. Not only can you showcase your beautiful beaches, but you can also tell the story from behind the scenes, showcasing the people that help make your resort destination the best place on earth to spend a vacation.
Tips for Social Media:
- Be Consistent. Have a schedule and stick to it. There are many tools that can automate scheduling of your social media posts. Having a consistent structure lets your guests know that you are always open for business.
- Be Interactive. This is the perfect platform to interact with current guests, past guests, and future guests. If you talk to your customers, they will respond by showing you loyalty.
- Respond to Comments. It does not matter if the comment is great or horrible, if you do not respond it shows that you do not care or can’t be bothered taking the time to communicate. Responding to negativity with a positive shows your future guests that you care about their feelings and care that they have a good vacation at your resort.
Now that you have a plan to get more links and be more active in your social media, it’s time to figure out the next step. How do I keep climbing in the search engines and get more guests to my beach destination resort?
To really push past your competition, it’s time to focus on some of the rest of Google’s 200 ranking factors. This includes doing some keyword research and knowing what people are searching for and how they make their decisions. Along with keyword research includes building content on your website to optimize those keywords and set up a website structure that favors the search results. The more people that see your brand, the higher the trust becomes with new bookings to the hotel or resort.
Let Beach Resort Marketing give you a free report on your website, your current digital marketing, and what your competition is doing to steal bookings from you.
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