The Hidden Keys to Hotel Online Visibility

Normally, when we think about web positioning, our mental framework always leads us to think of two things: SEO and Google Sponsored Ads. The first, SEO, gives us someone to blame for not having an optimised website, but when we realise it needs to be done and understand that results take time, we opt for the second: ‘positioning ourselves‘ through the power of the chequebook, making Google’s gentlemen even richer. I believe the mistake lies precisely in the broad nature of the word ‘positioning‘. I believe that when we have something to position, there are several considerations that should accompany our decision to ‘position ourselves’. Such as:

• Who we want to position ourselves in front of.
• How we want to position ourselves.
• When we want to position ourselves.
• Why, or what actions we expect to generate.
• How much I want to spend.
• etc.

Given all this, it is highly likely that our positioning strategy will involve gaining visibility on other sites or undertaking certain actions (such as a blog, for example), where competition is lower, costs are reduced, returns are greater and, ultimately, effectiveness is higher—without ruling out SEO and PPC, but always keeping the objectives set out above in mind and using them as complementary tools. I believe this is precisely the secret to positioning, beyond knowing more or less about how search engines behave and having some knowledge of HTML, because if we focus our positioning on technical aspects, we will always find someone who knows more; whereas, no one knows more about our business than we do.