SEO Audit: Westin & Four Seasons Nick

Title: Hotels

Written by:  Nicolas Makrodimitris

Introduction

SEO is important for Marketers because is a set of rules that can be followed by website (or blog) owners to optimize their websites for search engines and thus improve their search engine rankings.
In addition, it is a great way to increase the quality of your web site by making it user- friendly, faster and easier to navigate.

SEO Audit

Brand A

Brand B

Screen Captures of both Brand’s home pages:



  1. URL:
https://www.marriott.com/hotels/travel/yyzwi-the-westin-harbour-castle-toronto/
https://www.fourseasons.com/?gclid=Cj0KCQjwi8fdBRCVARIsAEkDvnL-F8SgC7JiLjNhGI9RCVkIwuTunCNeHE5SkHEKunZAgdD3zZu94t0aAuJyEALw_wcB&source=gaw09cxbrS13&KW_ID=sreaz8kIU_dc|pcrid|107417096824&s_kwcid=AL!4732!3!107417096824!e!!g!!four%20seasons&ef_id=Wm011QAABIPa7hGs:20181001153832:s
  1. Page Title
data-component-id="AdaptiveHtmlHead_01_aaa8" data-component-name="adaptiveHtmlHead" data-component-endpoint="/aries-common/v1/adaptiveHtmlHead.comp">The Westin Harbour Castle, Toronto - Toronto | SPG</title>
Four Seasons Hotels and Resorts | Luxury Hotels | Four Seasons
  1. Meta Description
<meta name="msapplication-TileImage" content="https://cache.marriott.com/Images/Mobile/MC_Logos/MarriottWin8Icon.png"
Visit the main site for Four Seasons Hotels and Resorts to find a luxury hotel or resort around the globe for your vacation, wedding or business travel.
  1. Meta Keywords :
content="wellness hotel in Toronto, wellness amenities, spa hotel in Toronto,  westin well-being program"
four seasons luxury hotels resorts
  1. Structural elements:  
H1, H2, H3
<h1 class="t-color-brand l-print-hide t-header-hotel-name l-xl-margin-left-double l-l-margin-left-none ">
h1 class="Navigation-logo"><span class="visuallyhidden">Go to the Four Seasons home page</span></h1
ty-h2">Discover Four Seasons Hotels and Resorts</h2><
  1. Bold/Strong tags and
  2. Italic/em tags
N/A
><strong class="Attribution-author ty-c1">Isadore Sharp</strong>
N/A
  1. Alt Text
N/A

alt/img-opt/~80.556.393,9252-0,0000-810,0000-1080,0000/publish/content/dam/fourseasons/images/web/JTT/JTT_142_original.jpg, /alt
  1. Page Load Time
(estimate or use Moz)

Slow
3,1s FCP4,6s DCL
Average
1,1s FCP3,3s DCL
  1. Call-to-action:
Please Call
Please Call
  1. Anchored Text:
href="https://www.fourseasons.com/"><link rel="alternate" media="only screen and (max-width: 640px)" href="https://m.fourseasons.com/"><meta property="og:title" content="Four Seasons Hotels and Resorts | Luxury Hotels | Four Seasons"><meta property="og:description" content="Visit the main site for Four Seasons Hotels and Resorts to find a luxury hotel or resort around the globe for your vacation, wedding or business travel."
  1. Mobile Friendly:
Yes/No
Yes
Yes
  1. Social Media:
(List all SM icons on the home page.
Facebook, Instagram, Twitter, Youtube

Facebook, Instagram, Twitter, Youtube


Google Trends:

Include your topic, and your two brands.  Include the search terms with your screen capture.

Google Trends Insights:

Numbers represent search interest relative to the highest point in the graph for the given area and time period. The two brands that were compared: The Westin Resorts and The Four seasons resorts.
Based on the insights I got, Canadians are more interested in looking at the Four Seasons Hotel than The Westin Hotels.  The search insights for the Westin Hotels remain stable but on the other hand the Four Seasons insights are rapidly increasing.

Latent Semantic Indexing Keywords:

westin hotels locations                       
westin hotel careers
the westin job opportunities

four seasons hotel group
four seasons wiki
four seasons careers
four seasons restaurant

Summary:

Brand A’s strengths are H1&H2.
Brand B’s strengths are the strong tags.
Areas that need improvement the keywords need to be more specific.
The keyword sentences found on the sites were not specific and detailed enough.

Conclusion:

I believe that compared to both brands, The Four Seasons Hotel has the strongest SEO. Detailed enough and very easy to use. It’s friendly, faster and easier.

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