Last year, American residents took about 1.8 billion leisure trips in paid accommodations, according to the U.S. Travel Association. Most of these people looked up hotels online, which underscores the significance of SEO services for hotels.
SEO helps so much in attracting more guests from Google searches. It also increases your hotel’s visibility in search engines.
What SEO Does
SEO stands for Search Engine Optimization. It pertains to a set of processes that improves a website’s ranking in relevant searches. It refers to anything you do to make sure that your hotel’s site appears when someone looks up for a phrase related to it.
The goal is to maintain a first-page placement in the search engine results pages (SERPs). Why the first page? Seventy-eight percent of people never go past the first page. If your website is on the second or third, you could be losing many opportunities.
SEO, in general, comprises of many practices and tasks since website optimization can come in many forms. Copywriting, keyword research, user experience (UX), social media, content creation, site organization, Internet marketing – all these are intertwined with SEO in a way and leaves an indirect impact on your hotel site’s ranking.
Google challenged platforms like TripAdvisor and Agoda recently with its own hotel booking platform embedded directly in its search results. The company released this feature in mobile devices before it integrated it into its desktop search platform in October 2018. Now, when you search for a hotel in a particular location, you’ll see more than just organic results for booking and hotel sites.
A Robust Interface
At the top of the results, you’ll see a dashboard with a list of hotels and where they are on Google Maps. On every entry, you’ll see the hotel’s average booking price, its average rating, and its special features like free parking or Wi-Fi.
If you want to view more choices, clicking on the view [x number] hotels will bring you into an even more comprehensive interface – complete with filters, dropdowns for guests, booking dates, and even a price range slider.
Click on one of the entries, and you’ll be transported to a page dedicated to the hotel you chose, with a selection of rooms, a detailed description in its About page, complete user reviews, photos, and even “highlights” that showcase the best qualities of the establishment. Clicking on “book now” will send you to its “prices” page, where you’re shown the best deal from a list of hotel booking sites and even the hotel itself.
While being on travel and hospitality booking platforms are still crucial for hotel owners like you, you should leverage your free Google My Business account by verifying it and filling it up with detailed information. Once you’re done, your customers should be able to see your business at the top of the results page. Pair this with a good social media and search engine optimization strategy, and all you have to do is to watch your guests pour in.
The SEO Checklist for Hotels
So how do you start to improve your hotel’s website ranking in SERPs? You can start by writing one-of-a-kind page titles and meta descriptions. Be specific and keep it short, but still make sure it’s informative.
Next, know the right keywords and phrases relevant to your hotel. You can do this by studying free tools and resources about keywords.
Also, make sure that your website’s pages load fast. A good hotel website design may be crucial, but guests who use Google have a very short attention span. So no matter how great your website is, if it takes a long time to load, your potential guests would ditch it and go to another one.
More Organic Traffic, More Hotel Guests
You can boost your organic traffic by creating quality content. As a hotelier, you need to write for humans and not just consider Google’s algorithms. It’s crucial to keep in mind Hummingbird’s capacity to determine keyword stuffing, RankBrain’s machine learning skills to ensure user experience, or Panda’s ability to figure out plagiarized or duplicate content.
The fundamental idea with content is quality; it has to be unique and relevant to your audience. Google’s strategy is looking for the answers that best match what a consumer types in the search bar. Keep that in mind as you craft the content you will put up on your site.
The SEO Strategy You Need
Google uses 200 ranking factors, one of which is local searches. Hotels need to establish their presence within their local target market to make it easier for these customers to find them.
We can deal with the challenge of dominating the local search. We’re here to help set your brand apart from the competition. An SEO strategy may not be enough to achieve this goal. What you need is the right team – that’s us.