Increase your hotel’s visibility and generate traffic using long-tail keywords to drive more direct bookings from potential guests, decreasing dependence on online travel agents (OTAs) while avoiding their 15-25% commission charges.
Google Keyword Planner can be an excellent way to quickly identify high-volume, relevant keywords for your hotel. These tend to be less competitive than head terms and more specific in nature.
Increased Traffic
Keyword research is an integral component of any effective hotel SEO strategy. By identifying which search terms your potential guests are using to locate accommodation, keyword research helps identify where visitors may be searching online and optimizes website content so it ranks higher in SERPs – leading to an increase in traffic and ultimately more bookings.
To conduct effective keyword research, it is crucial to have an in-depth knowledge of your target audience and their needs. One effective approach is creating buyer personas which outline who your ideal customers are so you can start identifying keywords they would use when searching for hotels.
Long tail keywords are more specific search terms containing three or more words that typically have lower monthly search volumes than broad keywords, yet can still draw traffic to your hotel website. Ranking for them should also be easier since these search terms are tailored more directly toward what the hotel has to offer.
Therefore, they can have a higher conversion rate than broad keywords. When someone searches “hotels in New York City,” they may not yet be ready to book, but may at least be curious about their options. When they click on a listing with information about its amenities and location they are more likely to make their booking decision.
Long tail keywords can help hotels improve their organic search rankings as the search engine algorithm takes into account all aspects of a page when ranking it, taking context into account. By including long-tail keywords in title tags, meta descriptions, and body text of pages with organic traffic a hotel will see its ranking improve substantially over time.
Google AdWords Keyword Planner can assist in the process of finding suitable long-tail keywords to target for your hotel. Simply input an open term such as “hotels in Miami” and this tool will generate a list of related terms with their average monthly search volumes and relevance scores; from there you can determine which are most applicable and have less competition than others.
Increased Conversions
Long tail keywords are highly specific search terms that capture the intent of potential guests, though these search terms tend to be searched less frequently than general hotel keywords known as ‘head terms’ (often more easily ranking for). Long tail keywords should form part of any hotel SEO strategy for optimal success.
Google AdWords Keyword Planner and SEOptimer’s Keyword Tool can help you discover long tail keywords to increase organic search results. Begin by entering broad terms like “hotels” or “Miami hotels.” Once completed, these tools will provide a list of similar terms with lower competition that are more likely to lead to qualified traffic – these can then be used in creating content relevant to your hotel that will draw guests in who fit the profile you want for guests staying there.
Monitor your website analytics regularly to make sure long-tail keywords are working for you. Consult Google Search Console (formerly Webmaster Tools) to see which search terms are driving visitors to your website, such as “family friendly Miami hotel” or “local experience hotel Napa Valley.” Those are keywords you should continue targeting when developing marketing materials and website content.
An effective hotel SEO plan must utilize both head and long-tail keywords. Relying solely on one type of search term will only bring limited traffic; by targeting both types, you will increase visitor numbers to your website and ultimately boost booking rates.
As you conduct keyword research, put yourself in the shoes of potential customers. Understand their wants and needs when searching for hotels – some might prioritize location over 5-star quality; or they might simply want one with parking facilities nearby. With this knowledge in hand, create unique content that appeals to these audiences to increase the chances of ranking highly on search engines.
Less Competition
Hotel SEO must be comprehensive in order to rank higher on search engine results pages (SERPs). Effective strategies include keyword research, local SEO strategies and on-page content optimization – techniques which will help hotels build stronger online presences while driving organic traffic and direct bookings.
Conducting in-depth keyword research can be the key to unlocking the keywords that resonate with your ideal guests. To develop a deeper understanding of your target market, create buyer personas to narrow down keyword options and ensure they meet searcher intent.
An effective long-tail keyword may include something such as “family-friendly Miami hotels.” When selecting appropriate keywords for your hotel, ensure they match its brand and reflect what services are being offered.
Long tail keywords may also prove more effective at driving traffic to your website than their broad counterparts due to being less competitive and providing you with greater search volume. Research has even demonstrated that searchers who utilize long tail keywords are more likely to convert than those using head terms alone.
Keyword research provides opportunities and ways of differentiating yourself from the competition. Hotels often struggle to differentiate themselves and attract qualified guests, leading them to depend heavily on online travel agencies (OTAs). Long-tail keywords aimed at targeting specific services your hotel offers can help set yourself apart and establish yourself as a leader within your industry.
To hone down your list of possible long-tail keywords, dive deep into the analytics of your competitors’ websites to see which are working. An in-depth study of their content and keyword strategies may give you insight into what’s working, giving you inspiration for your own marketing initiatives. But be wary of copying directly; rather look for gaps in their marketing plans so you can come up with unique content to set yourself apart from everyone else.
More Relevance
Long tail keywords provide searchers with targeted search results tailored to their individual needs, making you appear more relevant to potential guests. For instance, someone searching “hotel in Miami” may be seeking something specific; long-tail keyword searches often cover more specific aspects such as pet friendly accommodation and pool availability; they’re also more likely to be searched by locals looking for hotels near family, friends and colleagues.
To locate long-tail keywords for your hotel, try online tools such as the Google AdWords Keyword Planner, Answer the Public, io and BuzzSumo. These tools provide keyword suggestions related to your niche that have low competition as well as providing average monthly search volumes and competition levels for each keyword.
Finding long-tail keywords is easy when using popular forums and social media sites such as Quora, Reddit and Facebook as you can gain invaluable insight into what people are searching for by reading the questions and answers posted there – this information can then be used to generate a list of potential long-tail keywords for your hotel.
Although it can be tempting to focus all your efforts on ranking for head terms, this would be a miscalculation as these highly competitive keywords won’t always bring qualified visitors to your website.
When competing against online travel agencies and metasearch websites that boast high domain authority and have many links, keyword selection must be more focused and targeted; using long-tail keywords is the ideal solution to achieve this.
Long-tail keywords are your tool against the Goliaths of the hotel industry. With them at your side, long-tail keywords can help independent hotels compete against OTAs and metasearch sites with established domain authority and link networks – the only way they’ll ever be able to wrest back market share from big players without it!