In 2016 and beyond, hoteliers and digital marketers should make data-driven, analytical decisions based on measurable results and research. They should stick to proven best practices, updating these tenets as needed. And they should think of search engine optimization (SEO) as a living, breathing, ongoing effort. 1. Create conversion-minded, hospitality-specific content. Hotel websites are inherently different than common retail sites, demanding unique approaches to copywriting, content marketing, and SEO. A hospitality website should inform and inspire the travel planner, educating them on the value propositions of the hotel and the destination as a whole. A hotel website should create engaging content that targets a specific subset of users: conversion-minded, qualified users in various stages of the travel planning process. In addition to supplying the information readers seek when shopping for a hotel, high-quality content leads to more robust user engagement: longer website visits, more pages visited during each session, and fewer single-page bounces from the site. These user engagement metrics send positive signals to search engines, which rely on these cues to decide which pages to rank prominently. Get the full story at Hotel News Now