HOTEL WEB SITE SEO ANALYSIS: SEGMENTATION AND VALORIZATION AS A PRECONDITION FOR DISCOVERING AND UNDERSTANDING INSIGHTS TO IMPROVE ONLINE VISIBILITY

Abstract

Purpose: The purpose of this article, in which the authors present the results of the scientific project “The relationship between the quality of the main SEO ranking factors and the position of a hotel brand’s website in the SERP”  ZIP-FMTU003-11-2021, is to (1) identify and segment SEO variables relevant for better online visibility, (2) define a valorization model of the SEO variables, (3) valorize and define the mutual relationships of the observed SEO variables, and (4) identify and interpret the influence of the quality of the observed SEO variables on the quality of the websites of the observed sample of hotels.

Methodology: The research was conducted in two main phases. In the first phase, the available scientific and professional literature was reviewed and examined. In the second phase, the analysis model was designed, the graphical interface of the analysis model was created, the hotel sample was defined, the necessary data of the observed variables were collected, and finally, data analysis and interpretation was performed.

Results: In this article, (1) an approach to creating an analysis model and its graphical interface is described and explained, (2) a graphical interface and the analysis model are presented, (3) the algorithm for valorization of selected SEO elements is explained, (4) and finally, the results of the conducted analyses are presented.

Conclusion: The results of the conducted research show the importance and complexity of researching the topic of online visibility, which opens numerous possibilities for conducting similar research.