10 Essential Website Ranking Factors for Resorts in 2024
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10 Essential Website Ranking Factors for Resorts in 2024

A strong online presence is crucial for resorts to attract guests and increase bookings. However, with so many competitors vying for visitors’ attention, resort websites can get buried on page three (or worse) of visitors’ search results — unless the resort’s website has a solid Google Adwords strategy and is search engine optimized according to the latest website ranking factors! Here are ten essential website ranking factors resorts should start leveraging now:

Content Quality, Relevance and Organic Traffic

High-quality, relevant content remains the most fundamental website ranking factor. Resorts should create engaging and informative content that resonates with their target audience. This includes captivating descriptions of amenities, local attractions, and personalized travel experiences. Regularly updating content and incorporating relevant keywords can further improve search visibility and organic traffic.

SEO Optimization

SEO plays a vital role in attracting guests to resorts, especially travellers searching for accommodations in specific destinations. It’s also one of the top website ranking factors. Resorts should optimize their websites for relevant keywords, create and verify Google My Business listings, and ensure accurate NAP (Name, Address, Phone Number) information across online directories. Encouraging guest reviews and testimonials can also enhance overall search visibility.

Quality Backlinks

Backlinks, or inbound links from other websites, serve as endorsements of a resort’s credibility and authority. High-quality backlinks from reputable travel websites, industry directories, and local businesses can significantly impact a resort’s search visibility and domain authority. Resorts should focus on building a diverse backlink profile with natural, relevant links to improve their website’s authority and search engine rankings. This article from Semrush outlines ten ways to build backlinks to your website.  

Mobile Optimization

With the increasing prevalence of mobile browsing, Google and other search engines prioritize mobile-friendly websites. Resorts must ensure their websites are responsive and optimized for seamless viewing across devices. Mobile optimization not only improves user experience but also boosts search engine rankings.

Page Experience Signals

Google introduced Core Web Vitals as part of its page experience signals, focusing on factors like loading speed, interactivity, and visual stability. Resorts should prioritize optimizing their websites for fast loading times, smooth navigation, and minimal visual instability to enhance user experience and improve search rankings.

User Engagement Metrics

User engagement signals, such as click-through rate (CTR), bounce rate, and dwell time, provide valuable insights into website performance. Resorts should focus on creating compelling meta titles and descriptions to improve CTR, optimizing website design and navigation to reduce bounce rate, and delivering valuable content to increase dwell time.

Schema Markup

Implementing schema markup helps search engines better understand the content and context of resort websites. Resorts can use schema markup to highlight important information such as location, amenities, pricing, and reviews. This structured data markup can improve search result visibility and increase click-through rates. Semrush provides an excellent, detailed explanation of schema markup and how to implement it.  

Secure Website (HTTPS)

Website security is another important ranking factor. Search engines prioritize secure websites using HTTPS encryption. Resorts should ensure their websites have valid SSL certificates to protect user data and establish trust with both visitors and search engines.

Content and Brand Engagement

One of the website ranking factors search engines like Google use is visitors’ interactions with your content. When visitors share, like, comment on, or otherwise engage with your content, it tells search engines that your content is helpful and relevant to users’ needs. Keeping this in mind, ensure your content is easily shareable. 

Brand Reputation Signals

Star ratings and online reviews associated with your website’s URL aren’t only one of the top website ranking factors to consider; they are powerful elements for building consumer confidence and often serve as excellent resort referral sources. Consider utilizing Google Alerts or other third-party apps to monitor your brand mentions online. 

While the above isn’t an exhaustive list of all website ranking factors search engines employ, and no one knows for sure how much weight is given to each, the ten ranking factors above provide a good start to improving your website’s overall online presence and visibility in search engine results and attracting more guests to your properties.

Do You Have Questions?

Do you have questions about improving your website’s ranking factors, how to boost bookings and where to focus your marketing resources? Or do you have questions about email marketing, Google Advertising and optimizing what you’re already doing? We’d love to hear from you. Contact us online today or click here to schedule a call with us.

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