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(considering the trust and authority associated with the site). The method of SEO is intended to affect both relevance and importance (Enge,
2015).
- Relevance is the level to which the information of the pages returned in a search correlate to the user's query intent and
keywords. A document's relevance rises if it contains phrases related to the keyword searched for by the user, or if connections to
the page originate from relevant pages and utilize relevant anchor text.
- Importance refers to the relative importance of a specific document that fits the user's query, as assessed by citation (the act of
one work citing another, as is common in academic and corporate publications). The relevance of a document grows with each
subsequent document that refers to it. Citations in today's internet world might take the shape of links to the document or
mentions to it on social media platforms. Citation analysis is the process of determining how to weigh these signals

2.1.3 MARKET SHARE OF SEARCH ENGINE
According to StatCounter Global Stats for Search Engine Market Share Worldwide in 2020, the overall market size of some of the
top search engine providers in 2020 is illustrated. According to the chart data, Google surpasses its rivals by contributing for 92.08 % of the
search engine market share, leaving three big internet businesses far behind: Bing (2.7 %), Yahoo! (1.63 %), and Baidu (1.63 %). (1.16 %).
Despite being the leading search engine in the worldwide market, Google has had to cede the top spot in several places to other search
engines. For example, Baidu is the most popular search engine in China, Naver is the most popular search engine in Korea, and Yandex is
the most popular search engine in Russia.

2.2 SEARCH ENGINE OPTIMIZATION

2.2.1 DEFINITION OF SEARCH ENGINE OPTIMIZATION
A search engine is a virtual marketplace for potential buyers and sellers (Yalçn, Nursel, and Utku Köse, 2010). SEO is the strategies
of optimizing a website to increase the visibility of a hotel website in search engines to draw the attention of travelers to the website and
increase traffic. The main vision of SEO is to get a website to the top of search results (organic results). When a business creates a website,
the main objective is to generate more visitor traffic that can be converted into potential customers through targeted search engines. Moreover,
it is critical to highlight that the ultimate goal of SEO is to help the target company's website appear in the first five result lists because,
according to Petrescu (2014) on Google organic click-through rate in 2014, 67 percent of all clicks are included in the top five results and
users are less likely to navigate beyond the third search results or clearly define their keyword search. As a result, improving the hotel website
will be extremely beneficial in obtaining a better hotel business. It is a method of obtaining websites to appear in search engine results, and
it is based on keywords and the frequency of websites appearing in search engine listings (Shaik, 2017). However, SEO is a long-term
technique that must be maintained throughout the lifecycle of a website. Because SEO takes a long time — weeks or even months, depending
on the plan. If competitors do something a little better, our website may be pushed off the top of the SERPs (Baker, 2021). As a result, SEO
techniques/strategies are regarded as some of the most important tactics and ethical measures to take while developing a website (Ledford,
2007). SEO methods enable companies to inform targeted search engines about their websites, providing businesses with a wonderful way
to obtain targeted users/customers to come to the site through search results that have been targeted by search engines.

2.2.2. TECHNIQUE OF SEARCH ENGINE OPTIMIZATION FOR HOTEL WEBSITE
To optimize a hotel website’s content and structure, localized SEO is tactics and strategy that hotels can use to achieve its goals
(Taylor, 2019). Local SEO is a type of SEO method that helps businesses appear more prominently in Google's local search results.

- Optimize Website’s Content & Structure; Keyword research is a good starting point when enhancing a website's structure and
content. To improve local content. Content may include topics pertaining to local knowledge in the hotel's geographic location.
Optimizing title & description meta tags is an essential approach since It is doubtful that many individuals will look for a hotel
brands without optimizing the title & description meta tags. According to Taylor (2019), there is a significant association that
title tags continue to play a key role in deciding how high Google ranks live content for hotel websites. The title tag is restricted
by pixel width (which is simpler to assess in terms of characters).
- Optimize User Journey & Booking Process in Website; The user experience and booking procedures on the website should be
optimized subsequently. It is important to make the CTA (call to action) obvious. However, there are still many websites that
have the contact information in the footer and no clear CTA (call to action) on the main homepage. Additionally, Contact Forms
and Payment Gateways have indeed been optimized. It's also critical to maintain the ordering procedure and forms as simple as
possible in terms of pages and clicks. In addition, the hotel should ensure that the page loads quickly.

2.2.3 IMPORTANCE OF SEARCH ENGINE OPTIMIZATION FOR BUSINESS
The Internet is one of the most competitive marketplaces for any organization, particularly in the hotel sector, and SEO may be
profitable if they know how to properly leverage its potential. Furthermore, SEO, being a highly practical and cost-effective marketing
strategy that can assist businesses in attracting more visitors and qualified consumers, has become a critical requirement for every small,
medium, and giant organization. According to a Marketing Chart graph from April 2013 (Marketing Chart, 2013), SEO was evaluated as
“very good” (32%) and “good” (43%) in terms of ROI (return on investment). Besides that, SEO outperforms other conventional offline
marketing mediums such as television, radio, and newspapers in terms of ROI. Because SEO is inbound marketing, instead of approach
customer to gain the attention, companies get their awareness by providing them with relevant content and an engaging user experience.
when they look for a product or service offered by that company. Furthermore, the SEO process seeks to capture the user's mindshare in
order to assist businesses in guiding clients through the various phases of the purchasing channel.

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