How to do SEO for hotels?
This industry is characterized by high competitiveness. If your goal is to reach the first page of Google, follow these 9 key tips:
- Perform keyword analysis in the hotel industry.
- Design a consumer journey.
- Review the SEO On Page of your website, that is, take care of its packaging, visual appearance and usability.
- Apply a content marketing strategy for hotels.
- Do local SEO with Google My Business.
- Use Google Hotel Ads as an advertising tool.
- Add your hotel to the online travel agency database.
- Employ a social media advertising strategy.
- Promote word of mouth marketing to your audience (WOM).
Next, we will explain each of these strategies in detail.
If you want to jump to the most important conclusions of this guide, click here .
What is SEO for hotels?
SEO for hotels refers to all those strategies aimed at improving the positioning of a hotel in search engines, such as Google.
Many of the platforms we use today depend on Google. Its operation is vital for the millions of users who carry out their daily tasks through the search engine, study, work and even keep in touch with their family and friends.
For this reason, Google has become not only a tool capable of providing useful information to users, but has also created a space where each business has the opportunity to grow.
The hotel business is a clear example of the high level of competitiveness that companies have when it comes to positioning themselves on Google.
In the following article you will learn the key tips to beat your competition and position your hotel on the first page of Google.
Conduct Keyword Analysis in the Hospitality Industry
The hotel industry is highly competitive. Therefore, the first step when defining an SEO strategy for hotels is to establish from the beginning the keywords with which we want to position ourselves.
In this way, we will be able to identify spaces where the hotel is more likely to be seen.
Large hotel chains dominate the top positions on the results page, sharing the stage with online travel agencies, also known as Online Travel Agencies (OTAs).
Whether you are a hotel with a large audience or not, the best way to start conquering the top positions in Google is, without a doubt, through keyword research.
How to do a keyword study ?
To do so, we must ask ourselves:
What characteristics of our hotel can we use to position ourselves?
The most commons are:
- Being near an attractive establishment such as a party bar or a water park.
- Offer services of a tourist site with which they work or invite people to visit the beaches closest to the hotel.
What is it that differentiates us from our competitors?
- Is it having superior customer service?
- Is it to offer cheaper rates?
- Is it to provide high-quality services to the public?
Who is our hotel for?
- Is it aimed at people linked to the business world?
- Is it aimed at people with a tourist intention?
This information will give you the context you need to determine which keywords work best to rank your hotel.
Define the keywords with which you want to position yourself
The organic visibility and traffic you attract will largely depend on the keywords you choose to position your hotel.
For this, there are two valuable points to pay attention to:
- Search volume of the keywords.
- The user’s search intent.
- Keywords according to search volume: there are words with which it is more difficult to rank than others. This is because they are used more by users and, therefore, more fought between companies.
For example, look at the following statements:
- Hotels in Paris.
- Cheap hotels in Paris.
- Cheap hotels in Paris near the Eiffel Tower.
Exactly. The sentences range from a general query to a specific one.
Those with fewer words are usually much more sought after and have greater competition.
For example, queries such as ‘Hotels in New York’ or ‘Best hotels in Sydney’ enter here.
These searches are currently dominated by large hotel chains and giant online travel agencies such as TripAdvisor , Trivago , Booking and Expedia .
So what is the best strategy?
The most specific queries have less competition, so using them in our SEO strategy will make it easier for us to rank towards the top positions in Google.
In addition, when it comes to specific searches, the purchase intention is much higher. A person searching for ‘Hotels in Paris, France’ may be doing so just to gain information and expand their choices.
On the other hand, a user who searches for ‘Cheap hotels in Paris near the Eiffel Tower’ has a more notable purchase intention.
- User search intent: Usually, users in the hotel niche want two things: to find out about the hotel or to make a reservation .
Hotels, in some cases, often do not correctly align their website pages with user intent. That is, they do not offer information about the rooms or their rates.
The main reason this happens is that they do not pay attention to the needs of the user .
For example:
If one of the most frequent searches is to know the reservation prices, the ideal would be to have a category on the website specifically dedicated to answering that query.
In this way, we address the search intent and provide the user with the information they need.
One of the strategies that we can apply to further refine the search intention is to segment the content.
What is content targeting?
Content segmentation is a strategy based on producing information according to the objectives and needs of your target audience.
How to apply a content segmentation strategy?
Through three steps:
- Define the buyer person.
- Recognize the needs of your target audience.
- Provide a solution to each of your problems within the text.
Another strategy that you can implement is to divide the content using intertitles throughout each page that help people find exactly what they are looking for.
The best way to prevent, as a brand, careless communication is to know who you want to address. It is important that you take the time to study your target audience, understand their behavior, characteristics, values and objectives.
What will you achieve with this?
Content more in line with the needs of your audience .
It’s not just generating content, it’s knowing how to present it.
Design a consumer journey
Visits to our website, by themselves, do not help us drive our business. Instead, they give us something far more valuable: data. How we handle that information is essential to take advantage of it.
Just as understanding our customers’ online behavior will help us get to know them.
How can we do it?
Identifying browsing patterns that people meet on our website.
For this, we must answer the following questions:
- Where does our traffic come from? Social media? influencer? Also, what are our most frequented pages?
- Is our content optimized? Are we answering the user’s questions correctly?
- Is our website fast and intuitive? Do we provide a good user experience?
The answers to these questions will help you define the context you need to design the consumer’s journey.
To illustrate this concept we will use a small analogy: let’s say that within a building each floor represents a series of actions that the user performs to reach the final purchase.
The consumer’s journey
1. First Floor – Search with mid-tail and long-tail terms based on your needs, in this case, a specific location: near the Eiffel Tower.
2. Second Floor – Most of the results are online travel agencies ( Expedia , Booking , Kayak ) that provide packages and special offers. At the same time, the assessment phase begins where the user begins to compare prices, services and images of the hotel.
3. Third floor : the user forms his own judgment based on the information he collected. You are just one step away from making the final purchase. This is what we are looking for: conversions .
In the previous example we developed the concept starting from a standard model of traveller.
However, to really communicate with the different types of audience, it is important that we know how to divide them into groups to connect with each one of them.
A good way to do this is through an audience segmentation strategy.
Segment the guests
It is key to know how to divide them into small markets according to their similar characteristics and needs, in order to add value to each one without falling into generalization.
It is important to know who we are talking to. An advertisement aimed at young people will surely not work with older people.
Why?
Because each person has a different behavior, lifestyle, needs and desires.
Although there are many variables that we can use to segment them, three of them are:
- social features
- Needs
- Lifestyle
Once we have done this, we will be able to design personalized content proposals and go on to build a long-term relationship with our clients.
This will open up the possibility of knowing, for example, which channels they use, be it Facebook, Twitter or Instagram, among other digital channels.
Check the SEO On Page of your hotel website
First, what is SEO On Page? In our SEO On Page article we mention the following:
Imagine that each page of your website is a gift.
SEO On Page is all about changing the packaging of those gifts, without paying much attention to what they contain inside.
A hotel website will not attract users if it has generic titles and descriptions that do not encourage clicking, is difficult to navigate and does not offer an attractive interface.
Optimizing, therefore, the technical aspects of your website will be vital to provide a good user experience.
Optimize website packaging
In this part of SEO On Page , the objective is to adjust the titles and descriptions of the website so that Google archives each of our pages in its libraries:
- Title tag (Google title) – This title is the first thing you see when you do a Google search.
A good title makes use of the objective keyword, represents the voice of the brand and encourages people to click on it.
A title written in the right way will help you attract users and with it, potential customers.
- Meta tag (description) : the description is placed just below the title. It is the mini-advertisement that many times has been the reason why we have entered a website.
The description helps us to define the content of our website.
For a hotel, a description that explains its objective is ideal: to provide the user with a high-quality stay .
You can also describe the hotel’s services or mention any differentiating factor from the competition. Let your imagination fly.
- URL (link) : One of the purposes of the URL is to inform search engines about the theme of our page. Therefore, the shorter and more consistent the URL, the easier it will be for Google robots to index our content.
In addition to helping users find the hotel website easily, short URLs are more effective for search engine rankings.
For example, display both URLs:
Incorrect
www.hotel.com/services/reservations/rooms/matrimonials/haz-tu-reserva
vs
Correct
www.hotel.com/make-your-reservation
Can you see the difference?
It is a short URL that also perfectly defines the theme of the content and is much easier to remember.
Visual appearance
As users, one of the determining factors in our decision whether to stay on a website or not is its visual appeal.
Visual stimuli often grab us and unconsciously compel us to take a look.
Why is this happening?
Because the design of a website has the power to transmit .
For example, when we stay in a hotel and spend time enjoying its services, we experience feelings of calm, confidence and comfort.
And it is precisely this experience that we must transmit to users when they enter our website.
The brand and identity of the establishment must be strong. It is about projecting the spirit of the business, that unique and special essence that makes them stand out in the industry.
For this, three of our recommendations are:
- Choose your website’s color palette – For example, there are many hotel websites that use strong, dominant colors, while others use warmer colors.
- Develop your own unique style : once we have defined a color palette, we must transfer that nuance to our graphic pieces, logos, fonts and other visual aspects.
- Establish a visual balance : it is about all the pieces of our website being where they should be, without any imbalance. An organized and aesthetically pleasing site will make browsing our website more enjoyable.
Enjoying optimal web browsing is one of the factors that Google takes into account to reward you with a better position on the results page.
If we have fast and intuitive navigation, the chances of retaining our users will increase substantially.
How does bad navigation affect a website?
The accessibility of the website , for example:
If a user comes to our website to make a reservation and finds it very difficult to find the room card, it will be difficult for us to achieve that conversion.
Therefore, it is key to maintain a navigation structure that is accessible to users. For example, imagine that you are looking for a horror book and it turns out that all the books in the genre are in the children’s section.
Confusing right ?
Exactly. For this reason, our job is to speed up this process by providing information in the most direct way possible.
What recommendations to follow for it?
- Have an intuitive management of the site : make sure users get what they are looking for in the fewest clicks possible.
- Ensure an organized and visible structure : It is essential that the website offers a structure that allows users to easily find the information they need.
- Make it easy to navigate – Website features like making a reservation should be simple and easy to use.
Following these recommendations will help make your website more comfortable and easier for users to navigate.
Functionality and usability
The functionality and usability of a website work together with navigation. All three elements work with one goal in mind: the less the user has to think about, the better.
One of the mistakes that hotels often make is to saturate their website with content, offers, images, among others. This makes the user spend more time figuring out how the website works instead of searching directly for what they need.
What do we recommend to avoid this?
- Simplify the most important part of the website : it is extremely important to know what is left over on our website and eliminate it. Having unnecessary stuff just confuses and hinders the user experience.
- Establish a content structure : If we already have relevant content, we must ensure that it is correctly organized. Users always enter our website with a goal, our job is to make it easy for them.
- Monitor Website Availability – Just imagine a user comes to our website and one of the internal links is down. For this reason, avoid broken links and pages with errors.
If you are wondering what a broken link is, don’t worry, here is a small example:
If you go to a website to find out the prices of a room, but the ‘Prices’ button takes you to a 404 page, that’s a broken link.
Mobile compatibility
Nowadays people (and travelers) use their phones daily for everything.
In fact, most of the users interested in traveling carry out the following actions through their mobile devices:
- Search destinations and hotels
- Make reservations
- Evaluate hotel services
- Share photos and videos on your social networks
- Compare prices between one or more hotels (including online travel agencies)
The evolution of telephones in recent years has been gigantic: more than 67% of the population has a mobile in their hands.
This and for more reasons it is essential for any business that your website is compatible on mobile devices.
What steps should you take to improve mobile compatibility?
- Have the support of an expert webmaster in web design and mobile adaptability.
- Use a responsive template for your entire website. Luckily, many WordPress, Wix or Joomla templates already have their responsive version configured.
- Perform periodic checks every time there is a change in the desktop version to see that it is correctly reflected on the mobile.
Upload speed
In our article SEO On Page: Definition, factors, optimization and errors we mention the following:
The loading speed is a fundamental factor because, precisely, it is the main reason why people would leave your page.
Or rather, it’s the number one reason they never got in.
According to Kissmetrics, 1 second delay in load time results in a 7% loss in conversions.
On the other hand, on mobile, if you reduce the load time by 1 second, your conversion rate could increase by 27%.
There are several tools to detect the weak points that you must improve and thus achieve an optimal loading speed .
Two of the most reliable are:
- PageSpeed Insights – Google Developer
- Test My Site – Think With Google
Information architecture
The information architecture is a vital step to guarantee the user easy access to the information he is looking for.
For this reason, having pages that, in addition to being well intertwined, have an intention behind them.
What intention?
For example, the prices page has an intention, it is not there to be, with this page we want to help the user to know our rates and provide him with all the information he needs to make a purchase decision.
To establish a good information architecture, we recommend approaching the following pages with two goals in mind: engage the user and generate conversions .
- Home Page : the home page will be the page that receives the most users, therefore, it is important to take advantage of it to generate conversions.
One of the reasons why many hotel websites do not get direct bookings is, without a doubt, because of a home page without visual appeal or useful information.
It is key that in the first instance we capture the user’s attention and transport him to the most attractive places in the hotel.
A strategy widely used by renowned hotels is to have a video of their facilities and surroundings at the top of the home page. This is a great way to hook the user’s attention.
In addition, you can combine high-quality images with the reasons why people should stay at your hotel.
- Category Pages – Category pages can help you segment content aligned to users’ search intent . People frequently search for the following categories:
- Prices.
- Services and facilities.
- Rooms.
- Testimonials and comments about the hotel.
- Frequently asked questions (FAQ).
- Contact information.
- Us or About page.
Often, the user’s intention will be to get to know the hotel’s facilities, one way to make the process more enjoyable than just showing images is to add a feature called “ Virtual Tour ”.
This feature displays the facilities in VR 360 images, so you can explore the facilities as if you were there.
Another suggestion is to add a map along with a description of how to get to the site depending on the means you use to get around, whether it is public or private transport.
Apply a content marketing strategy for hotels
One of the key points of the content is to get people to our website looking for things related to our industry.
For hotels it is important to offer people, in addition to services, practical information that they can use as a reference.
If there is even the slightest chance that our content will help people, whether they want to know the closest places to eat with their family, or the most beautiful places to propose, we should do it.
The power of a good article can even get a person excited to book a room.
How to start designing a content strategy for hotels?
The content does not necessarily have to be about us. I mean, yes, it’s nice to share information about the hotel, but that shouldn’t be the focus of the blog.
For example, if a person makes a query looking for tourist sites in Madrid, we could have an article about the 10 best places to visit in Madrid.
The idea is that we have a range of content that covers different topics that people can consult.
Thus, although we are not talking about our hotel, we are offering the user a solution to their problem.
That said, five additional recommendations for creating content in the hospitality industry are:
- Think about consumers : the first thing you should take into account are people, because everything is designed around them.
It’s a matter of putting yourself in your consumer’s shoes and thinking about what they might need. As a result, he answers those queries through an article.
What can you do to help them? For example, imagine a person wants to go out for the night and is looking for restaurant recommendations. You can appear in front if you have written an article indicating the best places to eat in the area.
- Visual content – A good way to accompany written content is with visual stimuli. You can use formats such as large and quality images, videos and infographics.
It’s a great combination to quickly grab the attention of readers.
Perhaps you have ever read a blog about travel where people narrate their experiences, and the text is accompanied by images and videos of the site it is on, this makes you enjoy the content more.
- Create inspiring pieces : it is essential to transmit, evoke emotions and inspire the user. There is nothing more valuable than contributing something positive to users through our content.
Be creative and authentic . Write with honesty and originality and your users will never forget you.
5 content ideas for hotels that will always do well on Google
In our SEO content strategy article we mention the 5 key points of the great Marcus Sheridan that every consumer wants to know:
- Prices and costs.
- Main problems of your products or services.
- Comparison between your offer and that of your competition.
- Reviews and ratings of your products and services.
- Articles of the style “The best of the class”.
It is proven by various studies that when making a purchase decision, these are the 5 topics that people look for, regardless of the industry .
Here are some ideas for applying Sheridan’s Big 5 to the hospitality industry:
- Prices and costs
As a consumer, if we are interested in a product or service, the first thing we are going to do is investigate how much it costs. There are businesses that, instead of meeting this need directly, only surround it.
For this reason, maintaining honesty and transparency as a business in the hotel industry is very important when discussing prices with users.
Imagine the following situation:
A person entered our hotel website and started looking for their dream room. A few minutes later he finds her, but he can’t get her price.
How do you think it will feel?
At the very least, frustrated.
It’s not what we want.
Hotels must be totally direct when it comes to prices, so that when the user wants to know about our rates and compare it with other hotels, he can do so without problem.
On the other hand, in the event that the user is more advanced in the consumer’s journey and has already selected us, the prices will be visible along with all the necessary information.
- Main problems of your products or services
No business is perfect, even the largest companies in the world like Apple or Facebook have problems. This is simply part of the process, it is inevitable.
And one of the things that makes Apple and Facebook such highly praised companies is, without a doubt, their ability to talk about their problems. Many businesses think that exposing their disadvantages is counterproductive, when the opposite is true.
For example:
If a hotel on their website claims to have the best nightclub in the area and once you get to the site and find out that it isn’t, you will feel ripped off.
Why?
Because they promised you something that, in the end, did not meet your expectations.
Instead, a hotel that openly exposes its problems will allow you to position yourself as a reliable business.
In addition, we eliminate the client’s constant fear of feeling cheated by explaining what they might experience.
I mean, do you have a leak problem? Write about it and offer a solution.
The goal is to create content that honestly exposes the problems we have. In this way, the client will decide if the reward is worth the risk and, if so, how to take advantage of it.
- Comparison between your offer and that of your competition
When a consumer wants to buy something, they will always reach that stage where yes or yes they must compare it with other products.
For people it is inevitable to do so, which is why businesses will be constantly subjected to the evaluation of their attributes.
Why does this happen?
Because we want the best.
Why choose this hotel with WiFi but no pool or restaurant, knowing this other hotel with WiFi, pool and restaurant?
It is important to highlight the services you offer.
If a hotel has one of the best pools, restaurants or bars, make it known . That, without a doubt, could be the key for a consumer to be inclined to book at our hotel and not at another.
As we have mentioned before, honesty will be vital: if one of the hotel’s attributes is closed or has a problem, we must add it to the website. Thus, the consumer will know before booking and will not end up disappointed.
On the other hand, if necessary, we invite hotels not only to highlight the characteristics that differentiate them from their competitors, but also to speak positively, without fear, about them .
This does not mean that, for some reason, you are disparaging the image or services of your business by speaking well of another. On the contrary, we only want to offer users as much information as possible so that they can decide what is best for them.
By implying that we do not want to help ourselves by convincing them that we are “the best hotel”, people will begin to trust us.
- Reviews and ratings of your products and services
One of the determining factors that most influences a consumer to lean towards one product or another is, without a doubt, knowing how other people feel about it.
It always happens that before buying, for example, a shoe, I begin to bombard a person who has already bought it with questions, it is inevitable.
This happens because people trust the real experiences of the consumer more than the business itself.
- Articles of the style “Best in class”
Some of the most common phrases that users consult on Google are the typical ones: ‘The best…’ or ‘The best…’
Internet reading has changed dramatically over the years. In fact, the vast majority of people, instead of reading word by word, simply look for the most relevant in the text or, rather, what they need.
For this reason, articles in list and ranking formats are the most visited by users. The goal, at this point, is not necessarily to list the best things about your hotel. It goes further.
It’s about giving users a broad spectrum of what they’re looking for without the need to intervene, and without doing so, we’re still gaining something very important: an opportunity.
What I mean by this?
If a user is searching for “the best hotels near me” they are going to get your competition anyway.
So why not write an article and let them find out on our own terms? Hey, who knows, maybe you like our website and decide to book with us.
What topics can you write about?
For example:
- The best hotels in the area, highlighting the virtues and disadvantages of each one.
- The best tourist sites in the city.
- The best outdoor activities to do.
- The best restaurants to go with your family near the area (what to eat and where to eat).
Writing articles of this style will make the hotel attract more traffic, customers and with it, more reservations.
Do local SEO with Google My Business
Local SEO is a strategy aimed at improving the positioning of a brand with the aim of reaching the closest users.
With this strategy you will achieve that every time someone searches for information about hotels in your region or specific area they can find you. This translates into more visibility and the opportunity to access a new audience.
One of the most common local queries are the following:
1. Establishment in + city name
- Restaurants in Miami.
2. Establishment + near me
- gyms near me
For example, when people arrive in a new country, this is one of the queries they make the most.
How can you attract users closest to your hotel?
Through a tool called Google My Business .
Signing up for Google My Business increases the chances that someone who does a search like the ones above will find you.
Why?
- Because a rich result is created
It is important, once you sign up for Google My Business, that you add detailed hotel information.
Thus, the file that appears in the search engines will have all the information possible for the user to study his decision about whether to book at our hotel or not.
Google My Business also offers users the ability to leave reviews. With this option, people can rate the hotel’s services through a comment.
It’s always a good thing when they respond to their comments, so they know that the hotel team is present and willing to help.
Google My Business is, without a doubt, an important tool to strengthen our presence, both for users in the online world and for people in our region interested in booking.
Use Google Hotel Ads as an advertising tool
Google is the most used search engine in the world. For this reason, as a business, we should make the most of the tools it offers us, with the aim of increasing the visibility of the hotel on the results page.
Unlike Google My Business, Google Hotel Ads is a tool aimed specifically at hotels.
What is Google Hotel Ads?
Google Hotel Ads is a tool that offers travelers, in addition to an extensive catalog of hotels, an easy way to book rooms, compare prices, availability and hotel ratings.
You can change filters like:
- Location
- dates
- Number of people (Adults/Children)
- Budget
- Choice between hotels or vacation rentals
- Minimum rating shared by guests
- Mod cons
- Number of bedrooms (and bathrooms)
When you enter a specific hotel, you will find its general description, prices, opinions, location, about and photos.
The entire reservation process can be done through Google Hotel Ads without the need to visit the hotel’s website.
Do you want to start using Google Hotel Ads?
There are two options:
1. Through direct integration
Curiously, this is the option that Google least recommends due to its technical complexity. However, if you prefer to integrate directly, Google recommends reviewing the following guide:
- Hotel Integration Guide .
The guide develops a series of points that will help you better understand how ad campaigns work, how to manage hotel information and use availability and price feeds.
2. Through an integration partner
This is the most recommended option by Google.
What does it consist of?
This option involves finding an integration partner who can set up your pricing feed for you or help you manage ad campaigns in Google Hotel Ads.
To do this, Google offers you a list of authorized companies with which you can contact and receive advice on the platform.
Add your hotel to the database of online travel agencies
Travel agencies have gained exponential popularity in recent years. Not surprisingly, more and more travelers are relying on them to make reservations.
Creating and optimizing our profiles in the largest travel agencies such as Booking , Expedia and TripAdvisor will help us to increase our visibility to users.
You can even check it out for yourself. Search Google for “hotel + location” and you will see that most of the results are occupied by travel agencies.
It is essential to take advantage of this channel that, together with Google My Business and Google Hotel Ads, will help us cover all the platforms that users use when booking a room.
The importance of social networks today is undeniable. Every day more and more people are using them.
Everything, absolutely everything, has been affected to a lesser or greater extent by social networks. The same thing happens in the hotel industry, before people used to find out about a hotel through an advertisement or by recommendation of a person.
Today you are more likely to find out through a social network.
The social networks most used by the hotel industry are:
1. Facebook : It is the most used social network in the world with 2.7 billion active users.
Registering on Facebook will give us the possibility of making a presence in front of more than millions of people and, come on, surely one of them is an enthusiastic traveler.
We can keep our customers informed, promote offers and engage with our audience.
It is a platform that, if managed correctly, can increase visibility, therefore, brand recognition (or brand awareness in English).
2. Instagram : it is a social network that focuses more on visual content, therefore, a good recommendation would be to project the most outstanding places of the hotel through photographs.
You can include photos of the most attractive and visited places in your hotel or upload stories showing the facilities, offering customer testimonials and much more.
Beyond just posting photos, Instagram has added video features that you can take advantage of to showcase the culture, services, and lifestyle that the hotel offers.
Are you interested in nurturing your social networks? The best strategy in social networks so that the content never runs out is called content on content.
Promote word of mouth marketing to your audience (WOM)
The WOM , Word of Mouth or word of mouth is the equivalent of a recommendation.
This strategy suggests taking advantage of the customer experience and encouraging them to recommend us to their friends, family and people close to them.
George Silverman, Harvard psychologist and word-of-mouth pioneer, sums it up this way:
“A happy and satisfied customer has the power to influence countless skeptics.”
The Word Of Mouth gives us:
- Credibility.
- Loyalty.
- Trust.
In addition, it reinforces our online reputation: a hotel that has good ratings and reviews will be much more likely to make a reservation than a hotel without any type of comments that guarantee the quality of its services.
To go further, I will leave a little personal anecdote:
Years ago I met a person who effusively recommended some sports shoes. They weren’t the newest, but they promised to be super comfortable. That was exactly what I was looking for and the recommendation fell like a glove.
Days later, I bought the shoes and guess what:
I recommended them.
That is the power of recommendation and it is what a hotel should incentivize.
Conclusions
The first three tips in this guide are vital to laying the groundwork for good targeted SEO for hotels:
1. Performing keyword analysis will help you determine which terms you want to rank for to beat your competition . Don’t forget to target specific searches and take advantage of your hotel’s features.
In this way, you will position yourself in less fought queries and with more purchase intention.
2. Knowing the online behavior of your audience, identifying browsing patterns and segmenting guests according to their characteristics will be vital for your website to adjust to their different needs .
3. Reviewing the titles of your main pages and the navigability of your site will serve to provide the user with an optimal experience on your website.
4. Design an SEO content strategy that provides users with valuable information.
5. Lean on the Big Five of the great Marcus Sheridan :
- Prices and costs. (Why should you put your rates on your website and why are your fears meaningless?)
- Main problems of your products or services.
- Comparison between your offer and that of your competition.
- Reviews and ratings of your products and services.
- Articles of the style: “ The best shoes to play basketball ” (change the words that are in bold according to the theme of your business).
Take into account the alternatives to improve the web positioning of your hotel with tools such as Google My Business and Google Hotel Ads.
In addition, you can add your hotel’s profile to online travel agencies such as Expedia and Booking, implement a social media strategy and encourage word of mouth in your audience.
None of this will be effective if your hotel does not provide quality service, so keep in mind that web positioning is only 50% of the process to increase your reservations.
Do you want us to help you implement the steps in this guide? You can contact us here .
