Hotels need a unique combination of global and local search engine optimization techniques to help them reach enough people to stay in their establishment. Companies like Valet Interactive specialize in helping hospitality firms with content that is designed for maximum impact. Their technical writers use a variety of methods to pinpoint the exact terms that are needed to get their client the highest possible listings on the web. They do this with thorough software programs that give them massive amounts of data. The information is then looked over with a fine-toothed comb before they make a decision on what information to change or create for the hotel website. They build an online profile that paints a favorable image of the client and showcases the amenities and accommodations they provide so that people can get a feel for what the client has to offer to travelers and business executives that stay in the hotel.