Can you tell us a bit about your background and how you found your way into SEO at Aró?
My name is Mina, and I’m thrilled to be part of the dynamic team at Aró. I bring a background in content marketing, which served as my foundation before transitioning into a specialised role in SEO. Prior to joining Aró, I honed my skills in crafting compelling content strategies that drove engagement in different industries. During this time, I gained a strong understanding of SEO principles, recognising their critical role in enhancing organic reach and delivering measurable results.
When I joined Aró- 5 ears ago, I saw an exciting opportunity to deepen my SEO expertise. Here, I blend my creative content experience with data-driven tactics to boost our organic reach and stay ahead of digital trends.
What’s one SEO myth you wish hoteliers would stop believing?
One SEO myth I wish hoteliers would stop believing is that simply having a website is enough to rank high on search engines. Some hoteliers assume that launching a visually appealing site automatically drives traffic, but SEO requires ongoing effort. Without optimising for relevant, intent-driven search terms (like "boutique hotel in Dublin" or "family-friendly lodges in Enniskillen"), updating content regularly, improving site speed, ensuring mobile-friendliness, and building quality backlinks, a website will struggle to gain visibility. Search engines reward relevance and user experience. Without continuous, data-driven optimisation, even the prettiest site won’t attract or convert guests.
What do you love most about working on SEO in the hospitality industry?
I love that SEO lets me blend my love of travel and storytelling with real business impact. Through SEO, I help hotels craft compelling stories that resonate with travellers, connecting them to unique experiences like art-inspired retreats, wellness treatments, or adventure lodges via targeted searches such as “boutique hotels in Copenhagen.” Optimising content, enhancing site performance, and securing quality backlinks to boost bookings is incredibly fulfilling. The constant evolution of both SEO and hospitality keeps me creatively challenged and passionate about driving bookings.
What’s been your proudest SEO win since joining Aró?
My proudest win at Aró was boosting a client hotel to more bookings for high-intent queries - think “luxury hotel in Connemara” and driving a substantial uplift in direct bookings in about 6 month months. Through deep keyword research, optimising on-page elements (alt text, meta tags) and weaving their unique story into every piece of content, we connected more guests to unforgettable experiences and delivered real revenue growth.
What’s one skill or mindset that’s helped you thrive in digital strategy?
The mindset that’s helped me thrive in digital strategy is a blend of curiosity and adaptability - fueled by my passion for travel, art, cultural adventures, and wellness retreats. It drives me to:
· Dive into emerging SEO trends and AI-driven search behaviors
· Craft authentic narratives around transformative experiences (think “luxury wellness retreats in Rishikesh”)
· Analyze search data and continually refine on-page elements like meta descriptions and headers
· Experiment with new content formats and channels to keep strategies fresh
By embracing change and always asking “What’s next?”, I ensure our clients’ stories stay relevant in both traditional and AI-powered search - and inspire travelers to discover unforgettable, wellness-focused journeys. At Aró, this approach ensures our clients’ stories resonate with travellers, boosting visibility in both traditional and AI-powered search results, and inspiring guests to embark on meaningful, wellness-focused journeys.
What do you enjoy outside of work - any hobbies or creative outlets?
Outside of work, I’m passionate about hobbies that fuel my love for travel, art, culture, and wellness. Cooking Persian dishes specially family recipes, but I truly thrive in mindful walking, wellness retreats, running, and hiking through Ireland’s woodlands. Museum visits are a cherished outlet and ignite my love for history and culture. I’m also exploring flower arranging, a new creative pursuit.
Ready to Turn Searches into Stays?
If you're a hotelier who’s passionate about sharing yourstory and welcoming more guests, we’re here to help you thrive online. Let’sconnect and craft a digital strategy that drives real bookings - not justclicks.
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