In previous articles, we discussed individual strategies for optimizing your English website, from keyword selection to FAQs and booking pathways. However, no matter how meticulously crafted your site is, launching it is not the end goal. Search engine algorithms are constantly changing, and inbound demand fluctuates with seasons and international circumstances. In this article, we will introduce the concept of a monthly improvement cycle to continuously enhance international customer acquisition.
Why "Build and Forget" Won't Yield Lasting Results
Immediately after launching your English website, you may receive a certain level of recognition as new content. However, over time, the following changes can occur:
- Search engine algorithm changes can affect your rankings.
- Competing accommodations may also improve their English offerings, altering relative evaluations.
- Inbound demand itself can fluctuate due to exchange rates, international situations, and seasons.
- The types of inquiries from actual guests may change, rendering existing FAQs insufficient.
In other words, managing a website for international customer acquisition should not be viewed as a one-time task, but rather as a continuous process of observation and adjustment.
Four Key Metrics to Review Monthly
1. Search Rankings and Incoming Keywords
Use Google Search Console to check which keywords are generating impressions and clicks for your English pages. If you discover unexpected keywords driving traffic, incorporate them into your content to further enhance your search ranking.
2. Pages with High Exit Rates
Utilize analytics tools to identify which pages have high exit rates. If the booking form or cancellation policy pages show high exit rates, there may be opportunities for improvement in content or navigation.
3. Content and Volume of Reviews
Review the content of newly posted reviews and look for recurring points (both positive and areas for improvement). These insights can provide valuable hints for content enhancement.
4. Trends in Inquiry Content
Reflect on the inquiries received via email or phone and check for questions that are not yet covered in your FAQ page. Repeated questions are strong candidates for inclusion in your FAQ.
How to Implement the Monthly Improvement Cycle
We recommend establishing a simple cycle that you can follow at a consistent time each month:
- Review: Check the four key metrics mentioned above (estimated time: 30 minutes to 1 hour).
- Identify: Determine what has changed compared to the previous month and identify weak points.
- Improve: Start with high-priority items and make updates to content, FAQs, etc.
- Record: Keep a simple record of the metrics and insights for comparison in the following months.
You don’t need to conduct a highly detailed analysis every month. The most important first step is to develop a habit of continuously observing how things have changed compared to the previous month.
Who Should Be Responsible: Considerations for Small Properties
For small accommodations where it may be challenging to assign a dedicated person, we recommend setting aside a specific time each month (e.g., the first Monday morning of every month) to conduct the checks mentioned above. It’s not necessary to make perfect improvements every month; simply adopting an approach of "noting observations and gradually making adjustments as time allows" can be very effective.
Don’t Forget Seasonal and Event-Based Updates
Inbound demand fluctuates with seasons and national holidays. Make sure to update your content and plan information in advance for peak search times, such as cherry blossom season, autumn foliage, and year-end holidays. Incorporating these updates into your monthly improvement cycle is beneficial.
Conclusion: Small Improvements Build a Lasting Reputation
International customer acquisition is not achieved through a single major effort; rather, it is a field that grows through small observations and improvements over time. Start by reviewing the four key metrics outlined in this article once a month.
Studio HAKO's HAKO Scan offers a free diagnosis of your site's international readiness at any time. You can also use it as a tool for regular monitoring in conjunction with your monthly checks.