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INCREASING HOTELS’ WEBSITE FINDABILITY ON TH WEB WITH

SEARCH ENGINE OPTIMIZATION

Annisa Jifanni Jimmy Lukbar, Prof. Dr. Noor Hazarina binti Hashim

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: annisajifanni@gmail.com, m-hazarina@utm.my

Abstract

The objective of this study was to evaluates the application of major SEO techniques in enhancing hotels

websites. Nowadays, search engine is becoming an important part of our everyday lives since it provides

us with a worldwide source of information and is frequently utilized for e-commerce and social
networking. Search engines are recognized as a platform for promoting and advertising a website or

company via the internet. 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. In this

research, the objective is to evaluates the application of major SEO strategies in improving hotels’ website
findability based on Global Traffic Rank with website characteristics based on the number of External

links, Internal Links, Google Indexed Page, and Total daily page view. A content analysis was employed

in this research. Through the website characteristics were adapted to investigate the application of major
SEO techniques in enhancing hotels websites visibility in SERP. The quantitative research method was

conducted through website content analysis on website analytical tools such as alexa.com, seoquake.com,

websiteoutlook.com and a total of 132 hotels in Province Bali, Indonesia was collected. The findings
indicate that there is a significant correlation between website findability based on number of Global

Traffic Rank with website characteristics based on the (a) number of External links; (b) number of Internal
Links; (c) Number of Google Indexed Page & (d) Total daily page view on a hotel website. The results of

the study make an essential contribution for marketers and future researchers on how SEO strategies can
improve hotel website findability on SERP.

Keywords: Search Engine, Search Engine Optimization, Hotel Website, Website Findability

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