Workman HIMS

Description

Competition identification and analysis is a must. It can help identify linking partners that impact sites rankings on search engine results pages (SERP's). Google uses page rankings to indentify sites by popularity. The more relevant links to your site is an indication that your site is an expert in its field. The ranking was invented by Larry Page of Google. Competition identification can also help identify key words and keyword phrases that they are targeting to get high ranking in the SERP's (Search Engine Results Pages). Once the competition analysis is done key word research begins. Identifying the correct keyword/keyword phrases for a site is critical to the success of a site. Ultimately, keywords/keyword phrase must be chosen by it's relevance to the hotel, its demand generators and competitors. This combined with choosing keywords/keywords phrases that have a high KEI (keyword effectiveness index) are industry best practices. KEI is determined by taking the number of search queries in the past thirty days squaring that number and then dividing the results by the number of pages competing for that keyword/keyword phrase. For example a keyword with 300 searches per month with over 1,000,000 pages indexed in a search engine would have a low KEI and not be a good keyword to target. Often times web site owners will only research keywords for their home page. Each page of a website should be considered a gateway or silo page to the site (SILO, yes just like the ones in the Midwest). Keyword research must be done for each page of the site.

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