{"id":1699,"date":"2018-03-13T00:00:00","date_gmt":"2018-03-13T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&p=1699"},"modified":"2021-05-14T15:01:31","modified_gmt":"2021-05-14T15:01:31","slug":"hoteliers-heres-how-to-control-your-keywords-in-global-markets","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/hoteliers-heres-how-to-control-your-keywords-in-global-markets\/","title":{"rendered":"Hoteliers, Here\u2019s How to Control Your Keywords in Global Markets"},"template":"","blog_categories":[9,107,15],"resource_categories":[37,34,30,35,20,26,23,22,17,29],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-1699","blog","type-blog","status-publish","hentry","blog_categories-marketing-strategies","blog_categories-translation-technology","blog_categories-website-translation","resource_categories-content-type-blog-post","resource_categories-business-goal-brand-experience","resource_categories-business-goal","resource_categories-content-type","resource_categories-topic-digital-marketing","resource_categories-industry","resource_categories-role-marketer","resource_categories-role","resource_categories-topic","resource_categories-industry-travel"],"acf":{"blog_short_description":"Discover how your hospitality brand can command a powerful SEO strategy for its localized websites.","news_inline_styles":"","blog_video_id":"","article_body":"

Hotel websites are much like their brick-and-mortar brethren: artfully designed, enticing guests with an atmosphere of comfort and convenience. Hotelier copywriters craft descriptive, evocative content that few industries can rival.<\/p>\n

But when it comes to localizing hotel websites for global customers, that creative copy becomes a problem.<\/p>\n

Your translated hotel website might read like a dream, but global customers may never find it.<\/p><\/blockquote>\n

Many translation solutions<\/a> may have the copywriting chops to capture the spirit of such compelling content \u2026 but they rarely have the technology and expertise to bring that creativity to a hotel\u2019s international SEO strategy.<\/p>\n

That means your translated hotel website might read like a dream, but global customers may never find it.<\/p>\n

The SEO Problem<\/h2>\n

When it comes to the hospitality industry, content translation is a unique beast. To be done effectively, translations must be accurate, adequate, and as evocative and creative as your flagship site\u2019s content. This extends to metadata and other hidden, yet SEO-rich, content.<\/p>\n

Most website translation<\/a> approaches may have the ability to replicate your brand\u2019s unique voice in many different languages, but they often neglect the international SEO opportunities\u2014the search terms global customers will use to find your offerings.<\/p>\n

Remember that global users\u2014especially in markets with low awareness of your brand\u2014aren\u2019t likely to look for your hotel or brand by name. They\u2019ll instead use search terms that reflect what kind of trip they\u2019re taking, or what kind of hotel they prefer. For instance, \u201caffordable hotels in Madrid near Prado Museum\u201d or \u201cresort hotels in Orlando with shuttle to theme parks.\u201d<\/p>\n

Your website translations must be accurate and creative\u2014and extend to metadata and other SEO-rich content, too.<\/p><\/blockquote>\n

Legacy translation vendors usually don\u2019t understand the best practices of international SEO.<\/p>\n

Even worse, they often don\u2019t know how to detect SEO-rich assets (like metadata) on your site to translate it in the first place! That means your content won\u2019t display in those regional web searches. In many cases, these unreliable solutions also utilize underqualified translators or undercooked machine-translation solutions, resulting in lackluster or in accurate localizations. Your imaginative description of the perfect vacation getaway is replaced with something bland or ill-phrased.<\/p>\n

That won\u2019t bring you global guests, and it won\u2019t bring you any global SEO benefit, either.<\/p>\n

Beyond on-site translations, special under-the-hood website data\u2014including structured data and special hreflang tags\u2014are used to improve SEO, and signal to Google when a website is available in different languages. Localizing this material can boost your relevance and ranking in local searches \u2026 but few website translation vendors know how to do that well, if at all.<\/p>\n

Few vendors know how to localize structured data and \u2018hreflang\u2019 information well\u2014if at all.<\/p><\/blockquote>\n

Finally, consider the skyrocketing smartphone adoption rates in most global markets. Your international customers are booking from their mobile devices more than ever. Google\u2019s recently-implemented \u201cmobile-first\u201d index impacts how your localized website appear in search results. It prioritizes mobile-friendly websites over others. That means you should be translating your mobile or mobile-friendly experiences, too.<\/p>\n

Most legacy translation vendors struggle with that, too.<\/p>\n

Thankfully, there\u2019s one website translation solution that\u2019s fully equipped to keep hoteliers in control of their international SEO strategies.<\/p>\n

The SEO Solution<\/h2>\n

MotionPoint\u2019s turn-key proxy-based translation solution<\/a> was built specifically to solve the problems that hoteliers often experience online. Our technology eliminates the operational costs and complexities of website translation, and optimizes websites for global SEO.<\/p>\n

MotionPoint\u2019s optimization offerings and technologies include, but are not limited to:<\/p>\n