| SEO Copywriting : Content & Copywriting |
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The Challenge
The client is a leading global network of online lodging agencies and operates various niche destination focused websites, which include major cities in Europe, North America, and the UK. In each of the above-mentioned markets, the client displays individual hotel information pages that contain details of the location, area attraction, hotel and room facilities, and services. The client wanted search engine optimized content to be developed for these hotel pages. The content had to be developed on CMS, and had to comprise of a bigger description and also a small thumbnail description of the hotel. Moreover, information about the hotels would have to be compared from more than one website to ensure authenticity. The client wanted a standard format for the hotel descriptions in all current sites. The client sent his requirements to a number of companies in India as well as other parts of the world, and finally awarded the project to Synapse Interactive based on the quality of samples and cost advantage.
The Response
The team of content writers at Synapse Interactive had adequate experience in writing for the travel and tourism industry. However, this was a new experience altogether as the guidelines were stiff. Moreover, the content had to be optimized for search engines, for which each description had to include certain keywords, as provided by the client, a certain number of times, as specified by the CMS. What consumed most of the time is the fact that the CMS gave its feedback only a day after submission, and the suggested modifications had to be done within the deadlines. Based on the requirements set forth by the client, the team identified a strategy that would not only be timesaving but quality oriented as well. They first started identifying hotel related websites, which provided authentic information about hotels, such as location, nearest attractions, conveyance facilities, hotel facilities, room facilities, etc, and stored them in a database. The database was then country specifically categorized and stored for future reference. The foundation was necessary because it is extremely difficult to identify websites, verify hotel information from two more sites, and submit the final content within such a short turnaround time. However, the strategy worked well and started bearing results when the client finally started sending in the names of the hotels for which the content had to be developed. The project started running smoothly, meeting the deadlines well within time, and satisfying the CMS guidelines with ease. However, some Spanish hotels posed as the major time-consumers as information about most of these hotels were found only in Spanish sites, where the language was Spanish. This was a major stumble, and was finally solved by taking help of some language conversion websites.
The Result
The groundwork of identifying authentic hotel related sites proved to be of great significance later on in the project when the workload was high. Furthermore, the language conversion sites proved very useful, as information on some local hotels, previously could not be found elsewhere, could be easily found in some regional websites catering to local needs. These all contributed to the efficient execution of the project. The client was satisfied, not only for the quality of work delivered, but also for strict adherence to deadlines, which was quite apparent from the proposal for renewed contract.
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