Page 124 - MARSIUM'21 COMP OF PAPER

101 Lukbar & Hashim (2022)

substantial content amounts, high page views, and a good number of incoming quality links). The more external connections to a website
there are, the more user traffic the website obtains.

Objective 3: To test the relationship between website findability and the number of Google Indexed Page on a hotel’s website.
According to the findings, there is a significant connection among website findability based on global traffic rank and the amount
of Google Indexed Pages on a hotel's website. According to Onaifo and Rasmussen (2013), the more pages of a website that are indexed by
search engines, the more likely it is that users will be able seeing the content of the website when users are using search engines. According
to Onaifo and Rasmussen (2013), the number of hotel websites indexed by Google and other search engines affects the website's ranking as
well as the searchability of the information on search engines.

Objective 4: To test the relationship between website findability and the number of Total Daily Page Views on a hotel’s website.
According to the result of this research, there is a significant relation among a website's global traffic rankings as well as the
number of page views it generates per day. Page views, according to Onaifo and Rasmussen (2013), are the number of pages seen by users
or visitors. According to this research, the total number of daily page views is significantly linked to the number of global traffic rankings,
with an increase in total page views causing traffic, which enables websites to be found more easily in search engine result page.

5.2 RESEARCH IMPLICATION
The study found that the ability to find a website has a significant related to the number of External Links, Internal Links, Total
Daily Pageviews, and Google Indexed Pages. Meanwhile, the study also found hotels in the Province of Bali, Indonesia where the results
show that not all hotels have official websites and not all websites apply SEO techniques on hotel websites to improve the ability to find
websites on search engine results pages. This finding is useful for further researchers because there is still limited research on the relationship
between website presence and the number of External Links, Internal Links, Total Daily Page Views, and Google Indexed Pages.
From a practical point of view, this study provides some useful information and opportunities for future empirical investigations
of the discoverability of websites through the application of SEO techniques. For example, this study shows that having hyperlinks for
reputable websites defined by internal links and external links as one method of generating more traffic to websites. These findings can be
used by marketers to identify which method is more effective for their websites. For example, a marketer or SEO practitioner can add some
fun content and research more related keywords that represent the website itself.

5.3 LIMITATIONS AND RECOMMENDATION
While this study is great for furthering understanding of SEO, particularly in terms of how hotels can use it to improve their ability
to discover digital content on the surface web, some limitations should be considered.

1. First, the sample data was not collected at random, and the sample size was small; thus, any assumption of the findings
should be done carefully.
2. Second, because data for this study was limited to hotels in the Indonesian province of Bali, conclusions about the quality of
hotel websites based on this study may be insufficient.
3. Third, this study relied entirely on statistical tools to collect data about hotels, and it is unclear how accurate the data are,
especially given that this is a parametric statistics study, because all variables are continuous data that may change over
time.
4. Furthermore, because research in this field is limited, it is difficult for researchers to find reference sources. As a result,
additional research should be conducted to replicate the findings and increase knowledge about how to optimize hotel
websites at this time.

Besides, this study recommended to future research on SEO and the ability to locate hotel websites in the SERPs. Future research
may, for example, concentrate on how to successfully optimize hotel websites using SEO techniques for higher SERP rankings. Future
studies that involve other data gathering methods, such as surveys and interviews, may give more information about hotel management's
understanding of SEO strategies, as well as their perspectives on employing SEO tactics to increase the findability of hotel website content
in the SERPs. Future research might use technologies tool for extracting unique usage data to overcome a fundamental limitation of this
study — the lack of hotels in the sample.

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