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The underappreciated city of Minneapolis served as host for the 2019 edition of HITEC (produced by HFTP) which wrapped up its most recent four-day run on June 20, 2019. In the days and weeks leading up to the event, meeting solicitations and party invites filled my inbox at a growth rate any VC or entrepreneur would envy. As a first-timer to this international hospitality technology behemoth, it became apparent that HITEC actually begins a few weeks prior to when that first request or invitation lands in your over-stuffed inbox.

Time is limited. Once it’s gone, you can’t gain it back. Similarly, once a room goes unsold for a night, it will go unsold forever. There’s no way to recover that loss, because there’s no way to go back in time.
 
Many hotels fight this limitation by trying to sell as many rooms as possible. If all the rooms are completely booked, time no longer becomes a factor. But most don’t have the luxury of being at-capacity every single night. That’s why last-minute booking apps are growing in popularity in the industry, where hotels can make the most of each day. These apps specifically target guests who don’t plan far in advance, seeking accommodations from one week to one minute later.
 
There are several different ways your hotel can benefit from using last-minute booking apps in your business strategy.

IoT is Coming, Jon Snow…
Posted: 05/21/2019

Hospitality is prime for the coming advent of the various devices that make up the Internet of Things. Estimates show the industry now represents 17.5 million rooms worldwide and savvy guests are demanding more personalization and an overall improved guest experience along their connected travel journey and belief is that IoT can bring this to reality. 

The forces driving local search rankings are constantly changing. But recent studies suggest that in 2019, four key factors make up the local search algorithm. 
 
The most significant factor is Google My Business (GMB). If you’re not on it, get on it now.

The robotic revolution in the hospitality industry might seem to have taken a step back. This January, the famously quirky Henn-Na Hotel in Japan fired half of its 243 robot staff. The robotic workforce reportedly irritated guests and frequently broke down.



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Why Keyword Research is Critical for Your Online Presence

03/27/2015

SEO has now evolved into an amalgamation of tried-and-tested SEO techniques, social media optimization and content marketing, but it doesn't mean the basics are no longer important. Keyword research is still very much the life and blood of your SEO campaign and is critical to your online presence. More than 61 percent of online users start the buying process with the help of Google – and the first thing they do is enter a keyword in the search bar.

It means keywords have been and continue to be the main bridge connecting you to the heart of your target audience and tells you about their purchasing behaviors, online motivations, wants, needs and more. Here are some interesting reasons why keyword research is still important to your online visibility:

To Help You Find the Money Keywords for Your Business

Your online presence will suffer greatly if you don't know the money keywords for your business, and that's what keyword research helps you do. With keyword research, you can discover what your targeted audience searches for. You can actually discover what terms and words they speak and use to search for specific products or services.

To Help You Optimize Your Site Around Your Trophy Keywords

You can no longer afford to 'stuff' keywords in your website and make it visible. Those days are long gone. It is essential to optimize your website around your trophy keyword that you can find through keyword research only. You can find phrases that may be related to the overall theme of your site content. You can use those trophy keywords in the page title, image alt text, heading and naturally throughout the page copy. You may also rely on keyword research to develop effective internal navigation system to establish your authority in business markets and industry niche. Doing all this will put your site in good standing with Google and other search engines.

To Understand Where Your Competitors Stand

In offline business, you can see what your competition's stores are like, what their services are, what their marketing is like, and so on. It works similarly online. What your competitors are doing, you should do it better. You have to know their website inside out and know all their targeted keywords on different pages of their website. Keyword research will help you do just that.

To Find and Develop Long-Tailed Keywords

Your keyword research helps you identify your trophy keywords – or the primary keyword that's usually a combination of a couple of short phrases. The thing is that these keywords will have a high competition and are usually tough to rank organically. To get you started and to get a better bang for the buck, you can use keyword research to identify the best long-tailed keywords, which are relatively more specific terms for your industry, product, or service. If "Ford Mustang" is the primary keyword, "used Ford Mustang convertible" is the long-tailed keyword and is usually easier to rank organically. Google AdWords Keyword Planner is a good way to start your keyword research for these specific terms.

To Find Keywords that Generate Traffic Volume

Ranking for your trophy keyword is usually more expensive because the competition is on the higher side, but you can conduct keyword research and find keywords that may not be your audience's first choices but would later turn out to be useful traffic generators. It is important to improve traffic because it usually translates into faster and better realization of your ROI. You can also rely on your keyword research to find such keywords that would help establish targeted traffic for particular categories on your website.

To Help You Save Money by Running Targeted SEO and AdWords Campaigns

You need to conduct keyword research to identify how difficult it is to rank for particular keywords in organic search. Google Keyword Planner is a great way to identify your competition, find the most suitable keywords, and see what the suggested cost per click is going to be for an AdWords ad. You may consider going for long tail keywords with low cost per click to get in the race without having to shell out a lot of money. You need to maintain a right balance of higher competition but lower cost per click for all your ads.

Connecting with prospected audience using keywords is still central to online marketing. Even with algorithm changes such as Hummingbird that tailors search results to meet users' requirements, keyword research continues to be an important key to online presence and success. Working with a professional SEO company may be a good idea because they conduct extensive keyword research and help you improve your online visibility in an effective way.

About The Author
Nimesh Dinubhai
President
Websrefresh


Nimesh Dinubhai completed his studies in 2003 and launched Websrefresh to help businesses grow their ROI. He also owns two Arizona hotels, one of which earned the Historical Hotel Award in 2014.

 
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