Hotel SEO and SEM Optimization Project
Daniel Martinez Rodriguez
SEO (Search Engine Positioning):
Research and select keywords relevant to the hotel industry and business needs. Search and select keywords relevant to the hotel industry and business needs.
As you can see, the entire site was audited, both backend and frontend, as well as SEO, Meta, and Google Ads. Of which, the keywords will be used in both ads (headers, descriptions, images, and keyword sets). As an SEO structure, in SEO material they will be used, combining, as required, in the type of content to be published, given this according to the types of keywords, if you attach a link of the type of keywords according to the use, they are transactional informative and so on.
Optimize the website (on-page and technical) to improve organic visibility, including metadata, content structure, internal links and loading speed. Implement link building strategies and monitor positioning, organic traffic and conversions derived from SEO.
Next on-page SEO:
74 out of 100 SEO rating.
490 organic keywords minus 3 in the last month.
4,800 people of organic traffic per month with 887 less in the last month.
273 backlinings with 188 unfollowed.
The scan performed a total of 10 total pages of the site.
1 successful page.
0 pages with redirects.
8 rotated pages.
1 page blocked.
For a total of two critical errors and one warning.
Without xml map which in turn makes it more complicated and difficult for Google to locate the site and crawl it in the best way. (All sites have their main pages that come in the header or menu. These are main categories, as well as in the case of CMS, personalized posts, each and every one of these, except for the capture pages that are used purely for paid marketing purposes, ads on social networks. They must be in the site map so that Google can index the entire site faster and better, and they can also be added to what is the home page or the footer. foot of the site respectively).
1 page with low word content (when the pages have a word count in content, less than 1000 characters. Google will take this as there being no value for the visitor depending on the question they are searching for in the browser. Therefore the most optimal of 2200 words, it will reflect the content value that can be given to the person's response).
1 page with a broken link (it means that there are pages that were created and edited, but they were not created correctly or left the URLs configured, therefore some are partially inaccessible. When they are configured with a 404 or 301 redirection so that they do have a new destination, example home page, but when there is no content and it is not generated well, the page will simply not load or a 404 error will appear, which will leave the page inaccessible for visitors).
Web traffic:
490 organic words 3 less in the last month.
4800 people per month, -887 last month.
13 out of 100 domain authority.
273 backlinks with 188 no follow.
Web traffic has been unstable, it had a slight increase from February to March 2023, then from March 2023 to March 2024 it decreased and stagnated. It had a strong rise from March 2024, but practically stagnation until September 2024, and finally, from September 2024 to the present, there has been a decline.
Countries with the highest website traffic:
Mexico, United States in both Spanish and English.
Explanation of top pages with the most traffic by country:
SEO a title url:
Page title of the site that brings traffic per month.
Estimated visits:
Number of visits per month that said page of the website received.
Backlinks:
How many references are made per month to said page of the website.
In the same way, the same countries, but in Top keywords that bring traffic to the site:
Keyword:
Keyword that brings traffic to the website.
Volume:
Searches that this keyword has per month, this among all Google platforms (keyword searches, images, maps, videos, news, shopping).
Position:
From 1 to 100, the higher the position, the more traffic that keyword brings.
Estimated visits:
Depending on the volume of searches that said keyword has per month, said searches, how many end up on said page of the site, with the given keyword.
SD:
SEO difficulty, from 1 to 100, the greater the difficulty, the greater the use of said keyword, it will also be used by the competition in SEO and SEM.
Backlink:
13 out of 100 domain authority.
67 domain references -2 in the last month.
4800 people per month visits, -887 the last month.
273 backlinks, 188 no follow.
The backlink from December 2023 to the present is in stagnation and growth.
Use of Tools such as Wordpress/Hubspot.
The backend was also audited as seen above:
CMS WordPress.
Elementor visual layout designer.
Digitalocean hosting server. (United States location in Spanish).
Possess WordPress jetpack.
Google Analytics.
Google Tag Manager y Google Ads.
It has all image types, PNG, JPEG, SVG and WebP.
Integration with Hotspot Analytics CRM.
Chat with WhatsApp.
Google Typography API.
Polyland for frontend translation.
Rancho San Diego site theme Semantics devps theme.
Facebook Pixel.
A total of 25 items or plug-ins were found within WordPress as internal resources.
According to Pingdom.
The heaviest elements of the site, images, the design of the site plus typography.
According to Core UX Vitals:
The site load is going from excellent to average.
The interactivity, given that it is a static site, is excellent.
And the visual stability of the images and texts along with the buttons is perfect.
There is a connection error with the site's English database on the site in its translation also for the ending (.mx) of the site.
SEM (Google Ads):
No ads were found in Google apps, no problems were found in Google Search Console Rich Snippets, but the Google My Business profile was found:
4.5 out of 5 stars, with a total of 1,220 positive opinions about the company's services.
This, along with broad phrase-specific and exact keyword matching in Google Ads, plus search intent in SEO, can help SEO and SEM grow and scale each other.
Create, optimize and manage Google Ads campaigns aimed at increasing reservations. Adjust budgets, bids, and segmentations to maximize ROI.
As mentioned above, Google Ads was not tested, given that, to date, there is no relevant information about the company such as marketing plans average tickets, or the number of sales necessary, the recommendations would be the following:
Combine a maximum of 10 keywords per campaign, based on combinations of 5 exact match, with five match words per phrase, 5 broad match words, with five match words per phrase, and 5 words per broad match, with five exact match words.
Keywords should not only be combined in the keywords section of the campaign organizer in Google Ads. If not, they should also be combined without matches, only the keyword, in the headers, descriptions, and images that will carry the ads in Google Ads.
Apart from this, it is recommended to combine individual campaigns, both search and high performance or Max performance, since for e-commerce the high-performance ones are the most recommended.
Develop A/B tests on ads and landing pages, and analyze key metrics such as CTR, CPC, CPA and conversion rate.
It is recommended to create a minimum number of 5 capture pages, using one page per audience, given that there are numerous audience variables that can be used, even more so than the total number of followers of the page of 900,000 people. Know with certainty the current number of people of all your followers who are current buyers of the site, data that exists in numerous variables.
Therefore, there is not only a field of action for campaigns with detailed segmentations, both for families, genders, ages, sentimental situations, but also data sources from the Meta itself, such as national people close to the tourist complex, people who have interacted with the ads or with the site page or with the Meta site page, or on Instagram, or depending on the different destinations that Meta has to obtain data from potential customers, not to mention CSV or Excel lists.
Since the range of options to lower the cost of customer acquisition or CPC is extremely wide with the Meta events manager, this subscriber to similar audiences based on Meta events such as an abandoned cart, add-to-list wishlist, comparative list, product view, page view, check out, billing completed purchase.
Detailed or saved Meta audiences, which are used only to reach people who do not know the brand or the services being promoted, are the option to reach new potential clients, therefore they take at least a month to obtain results. In growing 3 months under optimization (A.B.O) and eventually after 3 months. They can be moved to C.B.O.
This is in order to be able to leverage Meta data and thus reduce the cost of customer acquisition.
It was previously possible to observe a single ad in vertical video format, towards the Instagram platform, without using Meta or Audience Network, apart from this it was possible to see that it did not have header description variants main text calls to action in the footer of the ad, no carousels, no images.
Therefore, these are types of ad formats that must be used in each audience, in order to be able to test the content, and based strictly on the data, follow up and continue what gives interaction. And discard what is not.
This subscriber to a campaign duration of 7 days with a rest period of two days, this is to avoid creating ad fatigue and show new content every 7 days, and unlike the origins in Meta the Pixel and Conversions API, to Audiences that are cold from scratch, optimize these audiences in order to focus efforts and economic resources on the interactions or people who are interacting on the site and who are the sooner the action, which is the purchase, is carried out.
Apart from this, it is recommended to start with a weekly ticket of $50 per campaign divided over 7 days, without setting a limited campaign duration but with a daily objective. This, in turn, will be attached along with the references in the last part of this analysis. Google and Meta referral links. This is due to the overload of audiences and differences between urban and rural audiences. There are also more differences between C.B.O. and A.B.O. and, finally, the current daily budgets of Meta.
Types of ads: https://www.facebook.com/business/ads-guide/update
About audience position: https://www.facebook.com/business/help/1679591828938781?id=176276233019487
Social Networks (Facebook Ads and other platforms):
It is recommended that all Meta platforms, including Facebook, Instagram, and Audience Network, be used, except for Oculus Rift. This is as long as the data indicates so, according to the number of data and interactions according to devices and platforms that show the highest rate of user interaction.
Design and implement paid advertising strategies on Facebook (and potentially other networks) to promote the hotel, its services, special offers and events.
As mentioned above, in the field of advertising and strategies, according to the audiences. If similar audiences or Meta origins are not used, be it a Facebook or Instagram page, not counting the list of Excel users or forms made in Meta. You must take into account that when starting with audiences from scratch, you will see a minimum of 3 variables created for each audience. One directly to execute the purchase on the website or the reservation, if applicable, and the second to the capture page, taking into account that there are several sales channels by call, WhatsApp, and web.
Therefore, all three must be tested individually for capture pages, web traffic will have 3 sub-variables, first web traffic campaign towards a capture page, second form campaign on Facebook or Instagram, with redirection to the page of the site, and number 3 web traffic campaigns towards the product service page.
Except for web traffic campaigns to capture pages or form pages on Facebook and Instagram to the website, cold audiences (saved audiences), should not be tracked back to usage back to web traffic to sales. For capture pages, it must be web traffic, and so on, as long as the objective is for the person to fill out the form on the web. Through the form, you can go directly to the product once they have completed the form.
Likewise, for WhatsApp campaigns, strict use must be made of retargeting or remarketing in WhatsApp campaigns, not towards form web traffic or sales.
For telephone number campaigns to schedule a call, you must also do remarketing or retargeting, repeat the call campaign, and always optimize the audiences as the data shows.
It should only be used in saved audience campaigns, a one-time and only web traffic campaign, the other campaigns must be sales campaigns.
To use detailed segmentation campaigns or cold traffic, several variables must be taken into account to create a single audience: gender, age, place of residence, economic level, interests, activities, devices of use, romantic situations, frequent travelers, children, ages of the children, all this must be taken into account to regenerate a single audience given that all this can cover an extremely large number of audiences to be tested, these tests will take time and budgets. Therefore, it is advisable, based on the current data on current purchases, to focus on the MVP or minimum viable product, in this case of not having data on the current customers of the Target destinations such as a Facebook or Instagram page.
Execute paid marketing campaigns for the customers who buy the most or who tend to buy the most. This will take less time for them to interact with the ads, and therefore, in the end, they will make purchases. Thus, the cost of customer acquisition, or CPC, will be lower. In turn, this same amount, with its profits, supports the different audience variables even more.
For special offers and events, the WordPress platform is recommended. Run discounts and special offers, based on how much the customer spent on the last purchase, providing free days to customers who buy the most, giving them these offers, encouraging their loyalty, and so on to those who have invested, but not as much. Instead of free days, offer them discounts on the final price, since massive discounts are taken. The scenario may arise that customers want to make purchases only when there is a massive discount.
Manage audiences, targeting, tracking pixels, and remarketing. Propose and create attractive content (images, texts, videos) in collaboration with the creative team.
As mentioned above, according to the management of audiences, pixel segmentation, and remarketing, the time and amount that is going to be put towards said audience must be taken into account, since it will directly reflect the time it takes to grow an audience in case of that in the first month has given results, even if they are minimal.
Apart from this, a minimum of 8 ad sets per audience must be used or used, which will be 4 carousels, which will be divided into a carousel of only images, a carousel of only video, a carousel combining first, images with videos and lastly a carousel. Combining videos with images. The Meta Flex mode will also be added if it is activated in the account, which will combine 5 images and 5 videos. Which will be accompanied, just like the other ads, by 5 header variations, 5 description variations, 5 main text variations, and 5 call-to-action variations. Otherwise, Meta Ad Flex mode is not available for the account, each video and image must be manually used and placed in an individual ad with header, description, main text, and call-to-action variables.
This in turn provides the greatest margin of action to Meta, demonstrating the content according to the user, whether they consume more videos as images or videos or just images, always consistent with the message that is going to be sent to the selected audience. Along with the selected destination, maintaining the type of content that maintains the most interaction and discontinuing the content that has no interaction or minimal interaction.
This must be done each week during the period of time that was given as a break without ads, including except audiences for Meta events, the audiences must also be optimized and focus only on the type of user who is having interaction, and that is sooner. To complete said action, that would be the purchase.
Likewise, Google recommends, initially, a list of negative keywords, which Google does not like to charge improperly for clicking on said keyword. You should also optimize the keywords and give a larger budget to those that, the greater the result.
Analysis and Reports:
Constantly monitor the performance of campaigns and traffic to the website. Generate periodic reports with findings, KPIs, and improvement proposals. Stay up to date with the best practices, trends, and tools of digital marketing.
The trends and performance of the campaigns and web traffic on the site must be weekly, in the case of Meta, and in the case of Google, it will be biweekly, since Meta the results will be seen weekly because they will take less time but a little more budget. And Google will take more time but less budget. For the campaigns, they will be weekly in Meta, and audience optimization will only be given to the saved audiences, not to those of the Meta events, for the Meta audiences only the content of the ad will be optimized, providing continuation to the content that provides the most interaction.
On Google's part, optimization will be done to the list of negative keywords, along with giving a larger budget and boost in new campaigns to the keywords that provide the best performance.
KIPS reports and improvements:
Material, reports, and reports will be divided into two paid and organic channels. For the paid channel reports, they will be weekly with meetings of a maximum of one hour, previously in the morning in order to have time to review the data and proceed, with the optimization of the same so that on the third day of the next set of ads for the company is activated. Next campaign, for organic marketing reports in SEO. The reports will be given monthly by way of meetings, which can be both in the morning and at night, the results of organic marketing in SEO will be given in approximately 3 months, given that in SEO the strategy will be next, if corrected, it must be corrected on the site with the backend, more seriously.
Content that is already running should not be deleted but said content should be updated and refreshed. And create new content for the pages and products that are generating the most traffic, in order to cross-sell any content.
The KIPS will be managed according to the objective of the audience and the campaign, for example:
Call campaigns will manage the objective of a greater number of calls received and calls closed, as well as WhatsApp.
Web traffic campaigns to capture pages will take the number of registrations on the capture page, as well as purchase closures per capture page.
Form campaigns, two different KIPS will be taken, the first will be people who have filled out the form and people who have made the purchase on the site, and the second will be people who have filled out the form, and who have manually closed the call by call or WhatsApp. In sales, the results must be kept separate through the assessment of the sales team, in order to have more clarity in the data between the results of WhatsApp campaigns and messaging against the results of forms in Meta.
For web traffic campaigns, Hotjar's installation and configuration recommendation will be taken, this as a heat map of the site, in which the interaction of the site as such will be displayed and taken as KIPS year, this in clicking on the button and view of pages, for traffic campaigns there will be two types of retargeting: Retargeting at the campaign level towards sales, as long as it is not a web traffic campaign towards the capture page.
Once you have the results apart from the sales monitoring campaign, you must proceed with specialized and detailed campaigns, based on Goal events, it is worth emphasizing that there must be a minimum of 1000 events for each event, in order to Carry out personalized content campaigns based on the event that took place.
In sales campaigns, the KIPS in this section the sales campaigns will have the greatest number of bridge KIPS in the greatest number of variables. For advertising campaigns, the first will be a finalized purchase. Which should not be retargeted immediately, but in turn should be included as a main audience to exclude. Apart from this event, the cart abandonment rate, add to wish list, add to the comparison list, view product, view page, start billing, check out, promotional code, and billing abandonment will be taken into account.
You must take each of the events that are shown individually, counting the minimum number of events that were just shown previously. To track using Pixel and conversion API. And run campaigns individually for each event, taking the event itself to create the custom audience from the Meta Business Suite itself in the audience manager. And so the campaign must also be created, also worth the redundancy, and a different optimization must be used than the other campaigns, for the optimization of audiences with Meta origins. C.B.O optimizations should be used. With the same daily budget divided over 7 days and with a break period of two days, reactivating the ads on the third day.
The budget is recommended, as provided above, initially not less than the initial $50 in one week, of which each hearing will take a month and will yield minimal results. To continue or not with the hearing. Retargeting for each and every audience, a 75% increased budget is recommended for audiences that are giving results. Likewise, Meta and Google reference links will be attached at the end.
Improvements:
In the field of web improvements, you will be in the area of using WordPress and Hotspot tools. In the field of paid marketing, the objective will be to test the audiences that need to be tested according to the company. Grow and scale audiences, discarding audiences that do not give the appropriate result. And rotate the content in the ads, according to the objective of said campaign and said audience. Everything is mentioned above in the minimum number of ads per audience.
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Posted Aug 11, 2025
SEO and SEM optimization for a hotel, improving visibility and ad performance.
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