SEO, e-Reputation, Social Media, your company needs visibility on the internet?
In 2004, Chris Anderson, editor-in-chief for the American magazine Wired, used for the first time this concept of long tail to explain the importance of the sum of many items with little influence, compared to the sum of strong, few items with very strong competition. And this with economic examples (Netflix, Amazon) and the ability to maximize sales with a sum of small sales versus mass sales.
Si nous essayons de nous battre en référencement naturel sur le mot clef “Hôtel Paris” pour apparaître dans les premiers résultats de recherches Google, nous allons avoir fort affaire avec les gros faiseurs ( OTA : Booking, Expedia ), ( les Meta Search : Tripadvisor, Google Hotel Ads, Trivago, Kayak), les Marques Nationales et groupements hôteliers (Accor, Best Western…) et les quelques 2000 hôtels indépendants parisiens qui vont vouloir tous préempter les premières places des résultats de recherches.
Add to this Google Adwords which will allow all these operators to fight to truster the first 4 sponsored positions, it will be almost impossible to come to position itself in the lead on this keyword.
It will therefore be both judicious and necessary to adopt Chris Anderson's tactic to maximize the number of generic keywords of long tail in the hotel's website, especially thanks to blog posts that will allow to position oneself on "cross paths" and whose sum of small connections will end up generating a very important and more qualified traffic on the website of the concerned hotel.
Let's take the example of a blog post from the Trianon Rive Gauche Paris hotel, which had the mischievous idea of positioning its hotel on the request "Hotel for the 2024 Olympics in Paris" :
Result of the races: the hotel is the first among 2,000 hotels to position itself tactically on this result. It is a good bet that even if competition will increase as the Olympics approach, this hotel will have acquired connections before the other hotels, probably reservations, and will keep a significant indexing in the search results.
We bet that this hotel will get back a lot of connections and... bookings before all the others as the Olympic Games approach!
Maximizing these blog posts tactically allows independent hotels to emerge tactically from the behemoths of OTA, Meta Moteurs and the rest of the competing independent hotels.