Enhancing hospitality business visibility through strategic search engine optimization (SEO) implementation in digital marketing platforms
DOI:
https://doi.org/10.58881/jcmts.v4i2.370Keywords:
: Search Engine Optimization, Digital Marketing, Online Visibility, Hospitality Industry , Website Optimization , Customer EngagementAbstract
This study aims to analyze the implementation of Search Engine Optimization (SEO) as part of digital marketing strategies to enhance online visibility in the hospitality industry. In response to rapid developments in digital technology, hospitality businesses are required to adapt to modern marketing practices that are more measurable and customer-oriented. One of the key strategies in this transformation is SEO, which plays a pivotal role in improving website rankings on search engine result pages, thereby attracting potential customers organically. This research employs a qualitative approach using data collection methods such as direct observation, in-depth interviews, and documentation. Data sources include digital marketing personnel, analytics dashboards, and supporting literature. The primary focus is on evaluating how SEO initiatives—such as keyword optimization, content enrichment, and structural enhancements—contribute to measurable performance improvements. Findings indicate that the implementation of SEO, which began in December 2023, had a significant positive impact. The number of unique visitors increased by 68%, total visits grew by 101%, and page views surged by more than 624% in 2024 compared to the previous year. These improvements are closely linked to the systematic application of SEO techniques, including content relevancy, keyword alignment, and the use of analytical tools such as Google Analytics for ongoing evaluation. The conclusion drawn from this study is that consistent and well-executed SEO implementation significantly enhances online visibility and strengthens competitiveness in the digital hospitality landscape. The study emphasizes the importance of maintaining continuity in SEO practices to ensure long-term benefits. It also serves as a reference for digital marketing practitioners seeking to optimize their web presence in a highly competitive market.
Downloads
References
Arunasalam, D., & Good, L. (2013). Website usability in the hospitality industry: Applying Herzberg’s two-factor theory. arXiv preprint. https://arxiv.org/abs/1302.5196
Awali, H., & Rohmah, F. (2020). Urgensi pemanfaatan e-marketing pada keberlangsungan UMKM di Kota Pekalongan di tengah dampak Covid-19. Jurnal Ekonomi dan Bisnis Islam, 5(1), 34–45.
Azmir, A., & Purnomo, A. (2025). Digital marketing strategy through facebook social media to increase sales at Rifki Jaya furniture store Bandar Lampung. Journal of Commerce, Management, and Tourism Studies, 4(1), 23–33. https://doi.org/10.58881/jcmts.v4i1.210
Bendesa, A. O., Astuti, N. N. S., Astawa, I. K., Susanto, B., & Sarjana, I. M. B. (2022). Optimizing food costs through menu engineering, portion control, supplier negotiations, waste reduction, and technology integration. Journal of Commerce, Management, and Tourism Studies, 1(1), 1–13. https://doi.org/10.58881/jcmts.v1i1.3
Bhandari, P., & Sin, C. H. (2023). Search engine optimization (SEO) and social media marketing strategies for tourism: An integrative approach. Journal of Digital Tourism Innovation, 5(2), 45–59.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing (7th ed.). Pearson Education.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Dewanto, F. B., Febrian, M. H. P., Amir, M. R., & AdiPrawira, I. F. (2023). Penerapan SEO dalam strategi pemasaran perusahaan. Jurnal Maneksi, 12(4), 233–240.
Djaali. (2020). Metodologi penelitian kuantitatif. Jakarta Timur: PT Bumi Aksara.
Fatharani, U., & Wirasari, S. (2024). Optimizing hotel websites to increase visibility and engagement in the digital tourism market. Journal of Hospitality Marketing & Management, 33(1), 45–62. https://doi.org/10.1080/19368623.2024.1857123
Halligan, B., & Shah, D. (2014). Inbound marketing: Attract, engage, and delight customers online. Wiley.
Irma, N. (2021). Pemanfaatan digital marketing dalam strategi bisnis. Pemanfaatan Digital Marketing Dalam Strategi, 8(1211800240), 1–17. http://repository.untag-sby.ac.id/7363/
Kumar, V. (2023). Optimizing digital presence: The role of SEO in enhancing tourism website visibility. Journal of Tourism and Hospitality Research, 14(3), 212–228. https://doi.org/10.1177/1467358422111130
Kwok, L., Xie, K. L., & Richards, T. (2017). The impact of online reviews on hotel booking intention: The role of perceived credibility. International Journal of Contemporary Hospitality Management, 29(1), 202–222. https://doi.org/10.1108/IJCHM-09-2015-0492
Maulida, I., Nasihin, M., Silma, N., & Sari, R. B. (2025). The influence of TikTok on children’s growth, behaviour, digital well-being, social interactions, and cognitive development. Kajian Pendidikan, Seni, Budaya, Sosial Dan Lingkungan, 2(1), 32–41. https://doi.org/10.58881/kpsbsl.v2i1.32
Mehemet, T. D., Altin, C. O., & Kozak, S. N. (2023). The effectiveness of search engine optimization practices in promoting Turkey's tourism destinations: A case study of tourism destinations in Istanbul City. Journal of Hospitality and Tourism Management, 6(2), 11–21. https://doi.org/10.53819/81018102t4137
Pastini, N. W., & Lilasari, L. N. T. (2023). Building customer’s brand awareness through social media platform. Journal of Commerce, Management, and Tourism Studies, 2(3), 155–162. https://doi.org/10.58881/jcmts.v2i3.148 (Original work published December 1, 2023)
Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. Free Press.
Pramadyanto, M. R. (2022). Pemanfaatan digital marketing dalam membangun brand awareness brand fashion streetwear Urbain Inc. Komuniti: Jurnal Komunikasi Dan Teknologi Informasi, 14(1), 67–77. https://doi.org/10.23917/komuniti.v14i1.16841
Reddit – r/SEO. (2023). [Discussion thread]. Independent hotels vs OTAs in search visibility. Retrieved from https://www.reddit.com/r/SEO/
Romero Montero, M., Núñez-Barriopedro, E., & Pastor, I. (2023). Inbound marketing in the tourism industry: A systematic literature review. Administrative Sciences, 13(2), 66. https://doi.org/10.3390/admsci13020066
Ryan, D. (2016). Understanding digital marketing: Marketing strategies for engaging the digital generation (4th ed.). Kogan Page.
Sánchez-Teba, E. M., Roldán, J. L., & Cobo, M. J. (2020). Drivers of digital marketing in the tourism sector: An application of PLS-SEM. Sustainability, 12(20), 8638. https://doi.org/10.3390/su12208638
Shaik, A. M., Rehman, M. A., & Altaf, M. (2018). Digital marketing in hotel industry: Strategy and performance. International Journal of Engineering and Technology, 7(3.12), 91–94. https://doi.org/10.14419/ijet.v7i3.12.16245
Sigala, M. (2018). Implementing social media in crisis response: Innovations in tourism crisis management. Tourism Management, 66, 31–42. https://doi.org/10.1016/j.tourman.2017.10.011
Sigala, M. (2018). Implementing social media in crisis response: Innovations in tourism crisis management. Tourism Management, 66, 31–42. https://doi.org/10.1016/j.tourman.2017.10.011
Sparks, B. A., & Browning, V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 32(6), 1310–1323. https://doi.org/10.1016/j.tourman.2010.12.011
Sugiyono. (2021). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Supiatni, N. N., Putra, I. P. A. D., Mazher, M. A., Karim, B. S., & Shrestha, B. (2024). Transforming PAS file management through digital technologies. Journal of Commerce, Management, and Tourism Studies, 3(2), 137–145. https://doi.org/10.58881/jcmts.v3i2.211
Susanto, B., Wardhani, Y. K., Sutiarso, M. A., Muhartoyo, M., & Sadjuni, N. L. G. S. (2023). The role and use of social media as a medium for marketing tourist attractions and increasing tourist visits. Journal of Commerce, Management, and Tourism Studies, 2(1), 48–55. https://doi.org/10.58881/jcmts.v2i1.93 (Original work published April 8, 2023)
Venkatesh, V., & Bala, H. (2008). Technology acceptance model 3 and a research agenda on interventions. Decision Sciences, 39(2), 273–315. https://doi.org/10.1111/j.1540-5915.2008.00192.x
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Sang Ayu Nyoman Suwitri, I Gusti Ketut Gede, Majid Wajdi
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
