architecture and on-page SEO

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This section is very important, since a well-structured website is a very strong base for an SEO strategy, whether local or not, to work correctly and have optimal results.

If we have done the keyword research well, we will have been able to identify large categories into which we can divide our website and in which our visitors will navigate.

You have to be clear that each page must have unique and original content. This is very very important since Google will not rank your website well if its content is copied or duplicated, so make sure that all the pages on your website follow this rule.

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Once you have your website ready, with the correct architecture and with the hotel email database content you have decided to attack to position your website written, it is time to implement on-page SEO.

On-page SEO is a very extensive topic, and here I will try to explain the basics so that, without going crazy, you can get your business website understood by Google without any problem:

Contact information. Add the store's contact information to all pages (I recommend the footer): phone number, address, and hours. If you haven't already, do it as soon as possible, because this is something that users are used to finding when they enter a business's website and it is information that is frequently searched for. It also helps Google understand where our business is located.
Response codes. This is another long and somewhat technical topic, but in short, what you have to do is try to make your website only give 200 response codes, and that those 4xx are resolved since they are errors, and that the redirects with 3xx codes do not exist, or if they do exist, it is for a reason that you control or are aware of.
If you are not the webmaster of the site, I recommend that you speak to the person in charge of this so that they can fix it and inform you of any response codes that should not be there.

Structured data: Rich text snippets or schema will help us provide Google with a series of very relevant data thanks to which it will be able to show more information about our page in its SERP (Google results page), which will directly influence the number of clicks made on our link. This is extremely important, and whenever possible, it is totally advisable to do this markup. Since it is something quite technical, I leave the link to the Google website for text markup, and the code generated by this tool will be the ideal one to implement on each page. You can pass this on to the person in charge of your website to implement
It is very important that your product and service pages are up to date and contain information appropriate to the keyword research we did previously, but above all that it is useful information for the user searching for your products or services. All those pages that are focused on the arrival of visitors, whether through paid advertising, a Google My Business post, a link on the social network or any type of direct link, must be completely optimized for the main objective with which we link it, whether it is conversion, information, or creating a brand. The content must be appropriate, it must not present loading problems or anything that could affect the user experience.


4. Vertical portals.
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As I mentioned in the introduction, when we do a search on Google whose results page points to a local business, we mainly search on Google, Google Maps and vertical portals such as Tripadvisor, which are gaining more strength every day and which even Google's own results pages directly recommend to us:

Vertical portals: local SEO
At a strategic level, it is absolutely essential to identify whether our sector has portals such as Tripadvisor or El Tenedor in order to register on them and have that source of traffic open to potential clients who search directly within these platforms.

Just like Google My Business, these platforms require maintenance that is quite similar to Google listings.

Likewise, if we have an active profile and we climb the ranks with a very basic SEO on these portals (good description, updated data, interaction with customers through comments and good reviews...) we can appear well positioned on Google when searches are made on Google that involve this platform.

The basic idea is very simple: let's take advantage of the strength that these sites have thanks to the great teams behind them by positioning these platforms well on the Internet in our favor.

5. Linkbuilding for local SEO.
Link building, both in local SEO and in SEO in general, is extremely important. It is Google's way of measuring the authority of our site, and it is a key indicator for the positioning of our site.

In the case of local SEO, link building should be a little more focused on the local area, and the links we get should serve not only to acquire authority from the domain that links to us, but also to attract clients organically, so it is important that we are linked by sites with a theme related to our sector.

To get links, we can search for those portals, blogs, businesses and influencers that have a direct or indirect relationship (that sell or promote products or services complementary to those we have), contact them and propose a collaboration in exchange for a post on their blog, a mention of our site, or anything that helps us attract customers and that, ideally, they link to our website to transfer that authority that will be so useful to us. We will not always be able to get these mentions and links for free, so we will often have to negotiate what we offer in exchange for said mention. This is an expense that you will have to assume and that is highly recommended to do.

We can also do an analysis of the links that our competitors have. The links that our competitors have can be of many types, and it is possible that they are linked by sites that do not make sense to you or are not in line with your business, so you should do a cleanup and keep those sites that may be useful to you.

In order to outperform our competitors, we must not limit ourselves to imitating what they are doing well, but we must also improve on them and achieve what they have not even considered doing.

Remember that link building is an SEO strategy that has to be carried out carefully, and if Google understands that the links are not being obtained with an apparent “naturalness”, it may penalize you, so once you have listed the sites that interest you to get links, what I recommend is that you contact the sites in question, ask or try to get the links in a “natural” way (contacting the webmaster or the owner of the blog and asking if they could publish an article or refer to you in some way that they consider) and when you know which sites are willing, distribute in a logical way that appears natural to Google, the dates on which the links to your site will be published, always going from less to more.

There are portals for buying and selling links, but I honestly don't recommend them very much. Keep in mind that we are talking about your business, and Google is perfectly capable of knowing which blogs and websites are selling their links through portals intended for this business, and since it goes against its guidelines, if at some point it decides to start penalizing those sites that receive purchased links, your business will be the one that will suffer.