Online Marketing and SEO Basics

Establishing a business's visibility on the web, using tools like websites, local listings, social media, and apps.

Using online directories (e.g., Google, Yelp) to list your business's information, making it easier for people to find you locally.

A service that provides the server (computer) space and related resources to store a website on the internet.

Strategies to improve website ranking on search engine results pages (SERPs) by optimizing content and keywords.

Paying for advertisement space in search engine results; often using auctions for keywords.

A software application that allows users to access and view websites, such as Chrome or Firefox.

A unique numerical label assigned to each device connected to the internet.

The unique name that identifies a website, used to find it online (e.g., example.com).

A website with real-time updates, interactive elements, and frequently changing content like events or testimonials.

The structure of a website that allows users to easily find what they need, with a clear path through the pages.

Search engines use bots to discover web pages by following links.

Organized database of web pages created by search engines after crawling.

Making websites load quickly by reducing file sizes, compressing images, and simplifying design.

A website that adapts to different screen sizes without errors, for users on phones and tablets.

Order of webpages in search results based on their relevance to search queries.

Using social media to improve a website's search engine ranking

More people see your website content when shared across social media

Interaction with users on social media to increase visibility

Creating high-quality content to get social shares

A plan for using social media to achieve marketing goals

Desired outcomes from social media efforts, measured with data

Identifying your ideal customer for effective social media campaigns

A coordinated effort to promote a product or service across various media platforms (including social media)

Search Engine Optimization; optimizing a website to rank higher in search engine results.

Search Engine Marketing; using paid ads to appear in search results, targeting specific keywords.

Links from other websites to yours; a vote of confidence for your site's quality.

Ensuring a website functions well and is easily accessed on mobile devices.

A few strong backlinks from reputable websites are more valuable than many low-quality links.

Website elements that affect search engine rankings, such as website content, code, structure.

Factors outside the website affecting SEO, such as backlinks and external mentions.

Ranking a website high in search engine results (often the top page or first few pages)

A paid advertising method where you bid on keywords to get your ads shown on search engines and other platforms.

A metric to measure the effectiveness of a campaign, showing how much profit is generated for every dollar spent.

Optimizing your website content and structure for search engines to rank higher in organic search results.

Displaying ads to people who have previously visited your hotel website but didn't book, reminding them of their interest.

Similar to retargeting but using email to re-engage past customers, building loyalty and repeat bookings.

The busiest time for hotel bookings, often during holidays or events.

Collaborating with local businesses and attractions to attract more visitors to your hotel.

Creating a website that is easy to navigate and visually appealing, showcasing your hotel's best features.

Marketing campaigns involving multiple marketing channels, messages, and timeframes to achieve broad goals.

Marketing campaigns using a single medium with one message and a clear call-to-action. Relatively less expensive.

A strategic planning framework (Situation, Objectives, Strategy, Tactics, Actions, Control) used to design marketing campaigns.

Understanding your target customer's needs, behaviors, and preferences.

Using social media platforms to connect with customers, build brand awareness, and drive engagement.

Defining the desired outcomes and budget constraints for a paid search campaign.