Search engine optimization (SEO) involves multiple components. Marketers frequently focus on technical SEO such as optimizing website speed and improving crawlability; however, local optimization should also be prioritized.
Hoteliers can improve their local SEO by optimizing their Google Business profile and using Google Posts to promote services and amenities at their establishment.
1. Optimize Your Business Profile
Google My Business (GMB) can bring hotels several significant advantages. First, it increases visibility on Search and Maps with prominent listings that stand out among competitors; additionally it provides guests with direct contact info so they can directly contact the hotel either by call or email; additionally it displays rates from all OTAs to make finding the best offer easier for customers.
One of the key aspects of optimizing your GMB profile is making sure all information provided is accurate, including address, phone number and operating hours. Furthermore, adding an attractive photo will attract potential customers and increase the chance that they click through to your listing.
As part of your hotel marketing plan, it is also advisable to include an overview of its services and amenities. This can take the form of a simple list that highlights its main features – for instance free Wi-Fi access, parking facilities or multilingual support staff – or listing unique services like airport shuttle or spa treatments provided.
GMB profiles should be regularly updated with fresh information in order to remain accurate and timely, which plays an essential role in search results ranking. Furthermore, updating information online listings such as your hotel website would also benefit greatly from regular updating of this profile.
GMB also features an excellent Questions and Answers feature that allows users to pose any inquiries they have about your hotel, providing another great way of drawing potential guests in. Respond promptly to all queries made about your property to demonstrate its commitment to providing top-quality service and provide informative yet accurate responses.
2. Optimize Your Website
Google has leveled the playing field when it comes to local search, so even independent hotels can compete effectively against large chains and OTAs. A well-optimized GMB profile is key in helping your hotel rank for hotel searches in your area and display rates directly on SERPs – encouraging direct bookings while decreasing dependency on OTAs.
GMB profiles that include up-to-date information and high ratings can help your business establish credibility and service quality, leading to higher conversion rates when visitors see accurate details and quality images displayed on its website and GMB listing.
SEO optimization is an ongoing strategy that can help your organization gain greater organic visibility and lessen the need for paid advertisements, while simultaneously raising brand recognition and guest engagement rates to drive increased revenues.
Optimizing your website requires taking several steps, from making sure the URL structure is readable to filling out meta tags and strategically placing keywords throughout your content in a natural manner so as to not get penalized by search engines for keyword stuffing. Your goal should be to include your keyword as often as possible without overdoing it, to avoid getting punished by search engines for “keyword stuffing.”
Optimizing images on your site is also essential, such as using meaningful file names and alt text that explains what is contained within them. Compressing them further reduces page load times which in turn can benefit SEO rankings.
Another essential aspect of optimization is making sure your website is mobile-friendly, as this will enhance user experience and boost its ranking in search results. Also ensure it is user-friendly without distracting elements like ads or interstitial pages (pages displayed before or after one expected by visitors).
3. Optimize Your Social Media
Social media strategies involving multiple platforms can provide hotels with an SEO boost, though this type of marketing requires consistency, creativity and tracking metrics to meet desired outcomes. Listen to this podcast episode where Bianca Brasdorp, owner of Hostelle hotel in Montreal optimizes her content to achieve guest acquisition and brand recognition.
Create content that resonates with your ideal customer and gives them what they’re searching for. Make sure all of your social media accounts are linked, featuring accurate and up-to-date information; this will not only increase visibility but also bolster credibility – as per a recent study, consumers are more likely to trust businesses with completed Google profiles.
Optimize your content using keywords you have targeted for your business. By including these words throughout, search engines can more easily discover and rank your website higher in the SERPs. For instance, if luxury hotel in Vancouver is your target keyword, include it in page titles, meta tags, and any other key areas on the site.
Utilize the Questions and Answers section of your local listing to humanize your business and answer common inquiries from potential guests, including inquiries regarding check-in/check-out times, nearby attractions and more. When someone inquires, respond quickly and accurately!
Include images that emphasize the unique experience your hotel provides to attract customers and increase engagement with your post. Furthermore, adding location tags on photos allows search engines to associate them with its geographic area.
Consider adding videos to your content strategy. Videos are an effective way of driving engagement and direct bookings; short or long form formats may feature testimonials, behind-the-scenes footage or fun activities as topics of focus.
Use multiple social channels to reach your target audience and advertise offers, packages or discounts that encourage guests to book directly at your hotel – increasing ROI while encouraging direct bookings directly through these platforms. Also make sure that all channels are optimized for SEO to make them easily discoverable by search engines.
4. Optimize Your Google Posts
Google Posts provide hotels the ability to display content directly on search engine result pages (SERPs), increasing pre-site conversions by engaging potential guests with key information about rates, amenities and events prior to them visiting your website. Posting relevant and engaging posts will drive more traffic directly to your website while increasing its search engine ranking (SERP).
To maximize Google Posts, it is crucial that they be optimized with both internal and external links. Internal linking involves linking different pages on your hotel’s website together, while external linking involves obtaining do-follow links from trusted websites back to it. The more quality backlinks there are, the higher will be your domain authority (DA), which in turn signals search engines that your site is authentic and trustworthy.
One of the easiest and quickest ways to gain high-quality, do-follow backlinks is through guest blogging. This involves writing relevant industry-related content for other sites and persuading them to link back to yours – which will bring both traffic and increased search engine rankings.
Consistency is of utmost importance when it comes to any SEO strategy, meaning consistently optimizing your Business Profile, website and social media channels while regularly posting to Google My Business listing.
Regular updates help your GMB visibility, and can serve to promote special offers or events at your hotel. Plus, Google is sent positive signals that indicate your hotel is engaging online and active online.
Staying current is also key for taking full advantage of local features; for instance, using your Q&A section as part of your Business Page to address common traveler inquiries will allow you to meet their needs before they book a room.
Update your GMB profile regularly to increase its chances of appearing in local searches, as well as being featured in “Local Pack” results (first 10 results on SERPs). This can increase traffic to your hotel website, bookings, and revenue.