SEO Audit: Hilton & Marriott

Module 3 Unit 2 In-Class Activity – SEO Audit

Individual submission

This is a template.  Remember to remove sample titles, subtitles and content.

Title:  

Written by: Emily Wright

Subtitle:  

Introduction

SEO is the process of affecting visibility of a website or a web page in a search engine’s unpaid results. This is important for marketers because it tracks the traffic on a website and how customers are interacting with their webpage. How are customers finding their web page? How can the company make this process more efficient in order to drive more traffic to their websites?

SEO Audit

Brand A

Brand B

Screen Captures of both Brand’s home pages:

Macintosh HD:Users:Emily:Desktop:Social Media Marketing:SM Screenshots:Hilton Homepage.png
Macintosh HD:Users:Emily:Desktop:Social Media Marketing:SM Screenshots:Mariott Homepage.png
  1. URL:
https://www3.hilton.com/en/index.html

  1. Page Title
Hilton Hotels and Resorts - Find Hotel Rooms
Hotels & Resorts | Book your Hotel directly with Marriott
  1. Meta Description
Book hotels and resorts directly with Hilton to make your next business trip or vacation more relaxing and affordable.

meta name="description" content="Browse Marriott International’s portfolio of hotels & discover what makes each brand unique. Take the stress out of travel & book your hotel reservation direct.
  1. Meta Keywords :
Hotels, hotel reservations, hotel discount, leisure hotels, business hotels, www.hilton.com, Hilton Hotels & Resorts

hotels, hotel, marriott reservation; hotel reservations, hotel reservation, hotel website; marriott hotel reservation
  1. Structural elements:  
H1, H2, H3

None

<h2>Where do you want to go?</h2>
  1. Bold/Strong tags and
  2. Italic/em tags

<span class="hhonors_copy"><strong>Join Hilton Honors&#8482;</strong> Upgrade your account and earn points at over 3,600 hotels in 82 countries around the world.</span>

<i>Submit</i>



None
  1. Alt Text
     <div class="gallery_image"></div>


MI_STATIC_IMAGES_PATH":"/standards/assets/images/
  1. Page Load Time
(estimate or use Moz)

2.6s

3.3s
  1. Call-to-action:
Hotel Search with date of check in/check out

Book Now

Join Now

Learn More Macintosh HD:Users:Emily:Desktop:Hilton Call to Action.png

Sign in
Join Now
Find Hotels
Macintosh HD:Users:Emily:Desktop:Marriott Call to Action.png
  1. Anchored Text:
<a href="https://secure3.hilton.com/en/hh/customer/account/index.htm" class="custom_button"><span class="text">Go To My Account Page</span></a>

<a href="#main-body-wrapper" class="hidden-label is-hidden-label clearfix analytics-click">Skip Main Navigation</a>
  1. Mobile Friendly:
Yes/No

Yes

Yes
  1. Social Media:
(List all SM icons on the home page.

Facebook, Twitter, Instagram, Youtube, Pinterest, Google +





Facebook, Instagram, Twitter, Messenger, Youtube

Google Trends:

Include your topic, and your two brands.  Include the search terms with your screen capture.
Macintosh HD:Users:Emily:Desktop:Google Trends Hilton Marriott.png

Google Trends Insights:

Both Hilton and Marriott hotels are huge competitors in the hotel industry. Although the results obtained from Google Trends shows that Hilton Hotels is searched more than Marriott Hotels, the two have very similar looking search trends in comparison to one another. The most recent data shows that Hilton searches are increasing, where Marriott Hotels were decreasing. The search trends over the past 12 months fluctuate between the two brands with rises and falls. The two have very similar patterns, when one rises the other rises, one falls the other seems to fall fairly consistently. The search results appear to remain fairly steady across the 12 months with no serious rises or falls.


Latent Semantic Indexing Keywords:

Generate a list of LSI keywords from the LSIGraph Keyword Generator.  Search your sites and identify any LSI Keywords that you can find on either of your brands’ sites.  Target at least 3 per brand.
Hilton
  • Hilton Reservations
Macintosh HD:Users:Emily:Desktop:Reservations.png
  • Hilton Careers
Macintosh HD:Users:Emily:Desktop:Screen Shot 2018-10-01 at 12.15.15 PM.png
  • Hilton Rewards
Macintosh HD:Users:Emily:Desktop:Screen Shot 2018-10-01 at 12.19.38 PM.png
Marriott
  • Mariott hotels locations
  • Marriott hotels rewards
  • Mariott Login
    Macintosh HD:Users:Emily:Desktop:Screen Shot 2018-10-01 at 12.20.44 PM.png

Summary:

Brand A’s strengths are that their website is user friendly and easily navigated. The keyword searches direct traffic to their website through a variety of different search keywords. The website used images and call to action in order to improve engagement with their website.
Brand B’s strengths are are that their website is user friendly and easily navigated. The keyword searches direct traffic to their website through a variety of different search keywords. The website used images and call to action in order to improve engagement with their website.
Areas that need improvement: Both brands can improve their page load times.
The keyword sentences found on the sites were directly related to the business offered by each brand.


Conclusion:

Include a conclusion that outlines which brand has the strongest SEO and performed best though the audit.  Were there any surprises?

Both brands performed considerably well through the audit. Each brand’s website contained all of the important information as well as keyword searches that help to optimize their search performance.

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