Site has multiple services, how to target multiple keywords and what to to about citations

[juun]

Hi i managing a site that has 3 main services its a hotel, a restaurant and a brewery.

It has the word brewery in the name and URL and has for years primarily pushed the brewery side and that is doing well its has a good DA and lots of links point back to its home page.

Now the problem is it doesn't rank very well for the term hotel or restaurant, theres only 2 referring domains links pointing to its hotel page.

All its hotel citations point to the homepage (which is mainly optimised for the keyword brewery) should i update the citations to point to the hotel page which has been optimised for the search term hotel? or should I leave those and just create new citation pointing to the hotel page.

Should i right a few blog posts about the businesses hotel and link them to the hotels page?

and then I also then do the same for restaurant?

I hope i've explained myself well and would appreciate the advice

[juun]

thats great help thanks Donna

[DonnaDuncan]

Hi Juun,

You're not alone with this problem. The solution is to establish and implement a content marketing and link and citation building strategy around your two other main services. (It sounds like you've architected the site to partition the services in to different parts of the site already.)

If it were me, I wouldn't spend time updating just two citations. I'd focus my energy on determining the information wants and needs of the hotel and restaurant audiences and come up with a content and promotion strategy to satisfy those. Writing blog posts that speak to those needs and cross reference relevant and helpful internal pages of the site will help, as will making an effort to acquire inbound links from external sources. It's a lot of work, so the sooner you start the better.

Here's a very helpful, step-by-step guide for creating and promoting linkable assets from Search Engine Journal. Here an excellent post from the Moz blog on the same topic with lots of inspirational examples.

Although the best links are earned, it would also be well worth your while to research the best, most valuable link sources of your competitors and make an effort to acquire those. Here's a whiteboard Friday with tips and blog post with guidelines, tools and suggestions on that topic.