The activity of positioning on search engines (Search Engine Optimization - SEO) is an essential aspect for the profitability of a website, especially in the tourism industry.

This is because a website well positioned on a series of keywords gives the potential customer a qualitative idea of a hotel, as search engines reward websites that over time demonstrate greater “reliability” and constant presence on internet.

The positioning activity can be supported by paid advertising activities - Pay per click - on search engines (ex. Google Ads).

However, compared to paid-per-click advertising tools, organic positioning is more effective in terms of ROI (return on investment), as a website has a strong presence on the organic results of search engines (the results of non-paid searches) it offers a higher perceived quality by visitors, and consequently a higher conversion to purchase.