Hôtel le bristol
12
Short Analysis of visibility and the 3rd party of Hotel Le Bristol website By Steven Poinot – IEMI – MBA2 PT
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Transcript of Hôtel le bristol
Short Analysis of visibility and the 3rd party of Hotel Le Bristol website
By Steven Poinot – IEMI – MBA2 PT
Organic Search
• Keyword : Hotel le Bristol
1st result =Le Bristol
BEYROUTH
2nd result =Le Bristol
PARIS
UK hotels with Bristolwithin the brand name
1st page2nd PPC link
UK
• Keyword : Hotel le Bristol
1st page1st resultNo PPC links
+ MAP
Organic Search
• Keyword : Hotel le Bristol Paris
1st pagePPC via plateformsAnd 1st link
UK hotels with Bristolwithin the brand name
Other 5star hotelsLe Bristol is not mentionned
Organic Search• Keyword : Five star hotel Paris
1st page
Follow-up
Le Bristol isn’tpresent on the 1st page and isnot referenced
at all
Google ad via LHW
• Keyword : luxury hotel paris
– No result !
• Keyword : hotel le bristol OU hotel le bristol paris
1st page1st 2 links
• Keyword : five star hotel paris
Le Bristol isn’tpresent on the 1st page and isnot referenced
at all
• Keyword : luxury hotel paris
Le Bristol isn’tpresent on the 1st page and isnot referenced
at all
Hotel Le Bristol Website
5 languagesNeed to analyse results from searchengines by country
No keywords and light content
Good use of url tips but onlydedicated to french clientele…
Smart and dynamic brochures
Analysis
• Strenghts
– Rather good visibility thanks to its brandname if it’s used as a keyword in search engines
– Excellent visibility upon the french market with « hotel de luxe 5 étoiles » or « luxe 5 étoiles »
thanks to URL tip.
– Not easy to find without writing the entire brandname => sort of positioning or a reduction cost policy – not much clic on links = savings – only those who know via word-of-mouth or web communities
– Well web designed + global coherence
– Appears on map
• Weaknesses
Visibility
– Rather bad visibility as a luxury or a five star hotel (uk point of view)
– Let direct competitors being on the top of the list in the first page
– Being totally non-present on searches using keyword like « luxury hotel » or « five star hotel »
– No photos
– Not enough referenced in maps
3rd Party
– Site in Flash
– Quite light contents and only descriptive, no keywords
– url, html codes not efficient (marketing point of view)
– None text or image, within the own, site matches with links resulting from the search in search engines
– No customers comments or reviews onsite
Caveat
• From where do the clients are coming ?
then, analyse independently each search engine by country
Sooo…the analysis is only based on google uk, google France and bing
Recommandations
– Include the possibility to share news, promotions, photos from the site to social media, and also reviews and comments
– Create a second identical website in html for a better referencing and use titles for each category with important keywords
– Buy other domains and URL including important keywords in each targeted country
– Create blogs for news and promotions
– Improve presence on maps
