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Top Ten Rules for most effective, long-lasting SEO Results, Part 1

Co-Authored by Thomas Brown, SEO Expert and Psychologist

SEO stands for "search engine optimization." A search engine is a software tool that searches the internet for web pages, using search terms, also called keywords, that describe the content of the webpage. Google is the world's best known search engine, but there are others, including Yahoo and MSN. SEO is the art of designing the content of a web page for optimal find-ability by a search engine-designing it in a way that makes it easy for a user to find, using a search engine. For innkeepers, SEO means designing an inn's site in a way that makes it easy for a potential guest to find it, using a search engine like Google, Yahoo, MSN, Ask, or any other. SEO matters, because simply building a website doesn't mean search engines, and thus potential customers, will easily be able to find it.

The following interview outlines 10 ways to design websites for maximum search engine access.

Rule #1. Search Engines find what is there: make the content descriptive.

Think about each individual page where you want a visitor to land. Ask yourself, "What keywords would a potential guest type into a search engine to find this page?" Usually, guests start with location they intended to visit. Then they add the accommodation type, "B&B" or "inn" or "guesthouse", and finally any special characteristics they are looking for, like "pet-friendly" or "downtown" or "historic".

For example: your inn's location is one of your selling points, and someone interested in staying in your location might use the search term "Boston," for the nearest big city, combined with "B&B" for the type of accommodation they are seeking, and "lighthouse," because they have a personal affinity for lighthouses. Here's where the creativity needs to come in. When you write your description, make sure to list all the reasons someone would choose your property-location (near Boston), accommodation type (B&B), and any special characteristics (lighthouse, gated entry, tranquility…)

Here is a (fictional) sample description using the "descriptive content" rule: "Located 5 miles outside of Boston, Massachusetts, Lighthouse B&B offers guests a respite from busy downtown Boston while showcasing the best of Massachusetts. Stay in a real working lighthouse, a full size replica of a typical 1875 cottage style lighthouse. Climb the spiral staircase to the upper lookout deck. Enjoy spectacular views of the bay, ship channel, anchorage, and harbor entrance. As you drive into our front gate, the tranquil surroundings, colorful flowers and fresh air will immediately put you at ease so you may enjoy your New England bed and breakfast experience."

Stay tuned for more from Mr. Brown in the next issue of Inn the Know.

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Fall freshman and families are visiting this summer: ways to attract them to your B&B

If your B&B or inn is located within a 20-mile radius of a major university, local junior college, or even private boarding school for high school, your property may just be the perfect respite for families visiting in preparation for their child entering as a Fall freshman. Best part, these type of university or school visits will be a recurring event for the next 4 years, and you’re sure to expect repeat visitors.

To encourage guests to choose your location, make sure you offer a special or even a complete page on your website describing your proximity to the university or school and ease of access. Consider telling the customer how your inn will become their home away from home when visiting their children. Make sure to describe what the school offers their child, mention area café shops, restaurants, parks and outdoor activities.

How about a “Repeat College Visit” discount card whereby each time a family member of the student books a night at your Inn, they receive 1 credit towards a free visit. For example, “Education Pays: Stay 9 nights, 10th free.”

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Offer a Post-4th Weekend Sale/Deal

Many guests have family obligations on the 4th of July, and either stay close to home for the festivities or stay with family. Yet many people wish they could get away to take full advantage of the long weekend. Additionally, the weekend after a national holiday tends to be quiet in many hotels and B&B’s. Consider offering a “Post 4th of July Redo Deal,” whereby guests who book the weekend following the 4th of July receive a complimentary 3rd night in conjunction with 2 nights at your regular rack rate, for example. This will give guests the excuse they’re looking for to get away, not to mention great value, while you fill rooms during an often lower-than-average-occupancy summer weekend.

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Inn Season Recipes – 4th of July / American Classics / Summer Cookouts

Who can resist the age-old tradition of 4th of July cookouts? Here are some classic recipes to make your cookout a star-spangled success:

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Whiz-bang Decor for a Festive 4th (of July)

Flag-inspired touches of red and white stripes, blue ticking fabrics, and stars in all sizes and colors look great and create a festive atmosphere. One high-impact spot: the dining table. Use a navy blue tablecloth as a ground color, bringing in touches of white and bright red for accents. Plain white dishes practically sparkle against this color scheme, while red linens add even more color to the summer table. Use alternating colored placemats under solid white plates. For a buffet, stack brightly colored dishes together with napkins and placemats that feature stars or stripes.

Continue this layering technique throughout your entertaining areas with both solid and patterned statements. Change out hand towels to inexpensive solid red, white and blue colored ones. Use throw pillows in red, white and blue, each of which can then be used individually with other color schemes. Use combinations of red, white and blue tapers for candlelight dining, indoors or out, instead of all one color. Even hand soaps are available in patriotic colors these days; look for hand-molded stars to add a touch of fun to your holiday bathroom décor.

Personal touches can be a powerful tool in interior decorating. If you have a family member with a military background (or more than one), place photos of these family members in patriotic frames throughout the house. What better way to commemorate the 4th of July than by celebrating family members who serve or have served in our Armed Services?

If you have any family heirlooms that are traditional Americana, bring them out and create a display that will probably become a conversation piece for your guests. If you don't have heirlooms to display, reach into your recent past and pull out pictures of 4th of July celebrations in years past.

Outdoors, add touches of color with flowers, furnishings, and accessories. Galvanized tin buckets of red, white and blue carnations are hardy and wilt-resistant, and miniature flags and homey twig bundle touches create rustic Americana atmosphere.

There's no need to spend a lot of money on decorations for your home at this time of year--save your money for fireworks!

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Innkeeper Profile: Gail Riley


I was just 26 when my husband and I bought the ramshackle motel nestled amongst towering blue spruce on a beautiful creek in Evergreen, Colorado. When we first visited before the purchase, we were knocked out by the brilliant blue sky, the huge rock outcropping and all the sunshine. No, we didn’t have money. I laugh with guests that the purchase price of the home we sold-at a profit-would not pave the average driveway today. But it was enough to buy the Highland Haven Motel.

My husband worked at odd jobs during the day and spent evenings and weekends making much needed repairs to the motel. I took care of guests and raised two small children. Yes, it was hard, no, we didn’t make much but we lived there at “no expense” and took on the challenge. We didn’t plan to make it a lifelong endeavor.

Well, we have in fact made it a lifetime career. We are approaching our 30th year owning the now award-winning Highland Haven Creekside Inn. It is a magical place. To the seventeen units, we refurbished the original log cabin, c 1886, for our lavish breakfasts we serve daily. Our staff numbers 12-15. Our rooms have all been expertly refurbished to feature hot tubs, fireplaces, beautiful grounds and high quality craftsmanship throughout thanks to my extraordinary husband. This year we will add a new unit, the Tree House.

The very best is that we have had an almost embarrassingly great life here. No question that we work extremely hard, been fortunate and the best to me is that we get to be creative daily. Our daughter and her new husband now manage the inn and staff and just this morning we are planning a trip to Paris. (Yes, innkeepers can take vacations.)

Highland Haven Creekside Inn
Evergreen, Colorado
www.HighlandHaven.com
www.ColoradoCravings.com

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Additional $$$ for your Gift Store or at Check-Out

I recently came across a professional, full color book in hard cover memorializing the garden, sign posts and colorful pathways of a friend’s lovely cottage home. Each picture captured subtleties of her home I had overlooked or was passing too quickly to stop and enjoy. To my surprise, the book was created by ww.Shutterfly.com and delivered to her home in a matter of days. She uploaded the images from her digital camera to her computer, then to Shutterstock.com. Upon further investigation I found that the total cost of her book was $29.99 for 20 pages including a hard cover with a personalized image and text throughout the pages.

Most guests leaving your Inn want to take home a memory from their stay and if you’re offering nothing upon check-out, you’re missing both an opportunity for additional revenue, whether small or large, and satisfying your customer’s desires. A personalized book capturing the essence of your Inn with abundant flowers and even images of the local area, is an easy and affordable way to self-publish. Shuterstock.com offers pricing as low as $12.99 for smaller items and a 25% discount if you purchase a pre-paid book plan.

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