Last week, we recapped some of the best SEO marketing strategies we’ve shared with you in the past. We talked about being there and being useful through micro-moments, and mapping customer journeys, as ideal ways to reach customers where and when they’re looking for information. The strategies we summarized were just a handful of techniques you can put into practice to get noticed in search engines and to increase sales. There are at least a dozen useful and proven ways to provide value and boost business, and a few bad and even shady methods you should stay away from. Here are a few of more of them:

Good Strategies an SEO Service Provider Offers

SEO service providers put together suites of search engine optimization tools for companies, and for marketers, who need to have an expert take care of SEO that they can’t do themselves. The expert SEO providers begin the search engine optimization process for a business by first evaluating the company’s overall goals. The provider might ask the business if conversions are most important or if removing negative reviews is paramount. Based on the company’s goals, the SEO service provider will implement a plan that includes analyzing current website performance, evaluating what SEO strategies the business can provide for itself, and assessing where a brand already shows up along its customers’ journeys.

Local SEO

Local SEO is important for companies, including travel brands and most other types of businesses, because it ideally places the business’ name and contact information on the first page of search results – where and when users are actively looking for a product or service on their desktop computer or mobile phones. Showing up in local search results is critical if a company hopes to gain customers who do the majority of searching and purchasing over their mobile devices, which is most consumers today. Businesses should focus on organic placement in local search results by using keywords in their content that caters to the actual search a user might perform online, such as honing in on a keyword like “fair-trade coffee in Chelsea.” Companies are also wise to utilize paid local search ad campaigns to gain placement on page 1 of local search results.

Hyper-Local Strategies for Hotels

Hotels can benefit from hyper-local SEO strategies that provide value for guests before and during a stay. Great hyper-local tactics include having a comprehensive visitors guide on a website as well as a blog. A visitors guide might highlight the top attractions, activities, restaurants, and places for shopping around the hotel. The blog can include seasonal events that take place near the accommodations, or tips for optimizing a business or leisure vacation while staying in the hotel. Hyper-local SEO efforts build loyalty with customers who seek out travel brands that can give them concrete ideas for what to do in a city. Any hyper-local SEO campaign should focus on keywords that are hyper-specific to a hotel’s location, such as “hotels near Broadway theaters.”

Link-Building Techniques

Link-building is crucial to ranking high in search engine results, getting traffic to a website, and boosting sales. While the algorithms for linking to other websites and showing up in search results are somewhat of a mystery, and always changing, there are some solid techniques SEO experts will advise you to take when you start building links. Getting high-quality websites to link to your site is key, as is obtaining backlinks from websites that have many links pointing to it. Links to local websites, in this case local means websites that are in the same industry as your business, is critical. Putting good keyword strategies into place, so that any website linking to one of your pages will leave readers with useful content that contains their pertinent search words, is important as well.

These are all SEO strategies that you’ll want to execute as part of your marketing campaign, or you will want your SEO provider to execute on your behalf. Whether you’re running part of your own campaign or your SEO professional is taking care of everything, you need to make sure that your website is not involved with any black hat SEO practices like spamming other sites with bad links just to build a link. This, and other poor tactics like creating phony phantom websites to link to, will end up burning bridges rather than connecting you with potential customers and partner businesses that can help launch many successes for you.