Bring in organic traffic & increase profits in the long run; Find out everything about the application of SEO to your hotel website
As a member of the hotel industry, one of the largest and most competitive industries that is constantly growing, you surely must wonder how to make your hotel a strong contender within the market?
The hotel and hospitality industry has a global presence that shows no signs of slowing down, and that is precisely why you cannot afford to fall behind your competitors.
With a strong online presence that captivates potential customers and appears high in search engines, this notion is possible. But how can you achieve that?
Holistic hotel search engine optimization is the answer!
On the surface, search engine optimization (SEO) for hotel websites is vital in creating compelling content for your customers by using relevant keywords smartly injected into your website.
Whether you are a luxury hotel, small bed and breakfast, boutique hotel, or a member of a global chain, all forms of the hospitality industry need to appeal to their customer base in order to secure bookings.
But there is so much more than just keywords injection that goes into SEO for Hotels. Curious to learn? Let’s begin your SEO journey now.
Ready to take action? Let’s start.
Discover the basics of hotel SEO
Even though SEO for hotels has been around for a number of years at this point, it has been somewhat slow to catch on. This is because hotel owners do not understand the benefits, and they are confused by how to execute it, or they think it is a waste of money and prefer paid advertisement instead. These are the owners whose hotels face a significant risk of falling behind the competition.
Once you understand the basics of SEO for hotels and how greatly it can benefit you, you’ll never look back again! Read on to learn the answers to some standard questions about how search engine optimization matters, how it can be applied, and what to expect within the Google searches in the long run.
What is hotel SEO?
Hotel SEO is the process of implementing SEO strategies on your hotel website that aim to help your business rank higher in the search engines.
It mainly focuses on researching niche keywords and phrases that your potential customers use and then strategically implementing them into your web copy in hopes of improving your business’s online presence and performance.
Hotel SEO is a rapidly growing hotel marketing method due to its potential to generate organic traffic, boost online profits and enhance visibility on search engine results pages.
Why is hotel SEO important?
SEO for hotels is important because it is proven on a daily basis that it works. SEO for your hotel’s website is much more than creating content; it is about targeting the right audience by utilizing SEO-friendly custom copy that answers your buyer persona’s questions and provides solutions to each of their problems.
Because the hotel industry is so incredibly competitive, your web page needs to ensure your on-site strategies are top-notch to be a viable competitor within the industry. Once hoteliers realize the benefits that strategic SEO brings for their websites, it is hard to imagine why they’d pass up the chance to apply it to theirs.
Read on to learn how SEO for your hotel website benefits your business significantly.
Create greater brand awareness
One of the reasons why SEO efforts are made so vigorously by hoteliers is that it is a great way to increase brand awareness. In fact, among digital marketing techniques, SEO is considered one of the best ways to increase brand awareness and, thus, further establish your authority within the market.
Brand awareness via SEO happens in a number of ways, including using high-quality links, targeting and subsequently optimizing the best keywords for your niche, utilizing local search engine optimization, and creating the appropriate content for your audience while always ensuring you are writing accurate and concise content that answers their inquiries.
Increase organic online traffic
When SEO for hotels is done correctly, you can pretty much guarantee increased website traffic and movement up in the search engines. Part of a well-defined SEO strategy is to determine the long-tail keywords that your audience is searching for and then apply these niche keyword phrases to your content.
Once you have smartly applied keywords to your website and written content that is targeted for your audience, you organically bring in traffic. Thus, you stand a great chance of moving up in the search engine results pages, and even onto the first page of Google!
Convert new customers & leads
SEO for hotels is one of the most surefire ways to bring in new customers. Of course, you want to retain your existing customers, SEO aids you in bringing in new customers over time and thereby reaching a wider audience while it makes sure there is relevant content for your old ones. When you create content that is relevant for your readers, you are sure to see positive results.
A benefit of gaining new customers with SEO is that it is usually via organic search, i.e., you do not have to pay to bring in this customer base. On the contrary to paid advertising, where you pay to rank high on the SERPs, SEO pays off in the long run. If you opt for paid advertising, the moment you stop paying, you’re instantly off the “SERPs map,” and that’s not the case with SEO.
Gain more hotel bookings
When you get down to it, one of the most important reasons why hotels apply SEO is to boost bookings over time. SEO helps this become achievable in a number of ways, including creating compelling content depending on your customers’ journey phase, i.e., informative blogs about your hotel and implementing SEO and CRO copywriting techniques to attract targeted leads.
Any sufficient SEO copywriter will apply conversion rate optimization (CRO) copywriting on a hotel website. This is a type of technical approach in copywriting where the content that is written is so compelling and actionable that it converts readers into buyers.
Learn 8 can’t-miss SEO tactics for your hotel
Don’t miss out on how you can apply SEO to your hotel website with ease. Use surefire SEO and digital marketing techniques that bring you the results you desire. Implement the following SEO tips and strategies and you’ll be on the path towards online success, further visibility, and increased profits for your hotel website.
1. Conduct a website audit
The first step in your SEO journey for your hotel is a comprehensive website audit. This is the process of taking a deep dive into your website and analyzing where there are gaps as well as room for opportunity. An SEO audit helps identify foundational issues that could potentially affect your organic search performance.
A professional should be tasked with conducting the audit, whereby you can see:
Technical SEO issues
Content gaps & opportunities
Chances for link building
2. Have a clear understanding of your buyer persona
One of the most pertinent hotel SEO tips is that you must know who your buyer persona is. If you do not have a very clear understanding of your specific buyer persona, there is very little point in applying marketing techniques because you will be irrelevant to your readers.
Once you understand your buyer persona, you can create content that is targeted to them so you can address their needs and answer their inquiries. When crafting a buyer persona, consider the following about them:
What are their needs, interests, and fears regarding their hotel staying
Where do they live, hold old are they, where do they work, what is their salary, etc
How do you meet better than your competitors their goals
3. Determine your hotel’s niche keywords
Keyword research is one of the most important parts of your hotel’s SEO strategy. Using keyword research tools such as SEMrush, Ahrefs, or Google Keyword Planner is the key.
These tools are essential in seeing what your competitors rank for, as well as the keyword difficulty (how hard it is to rank for any given keyword) and the search volume (how many people are searching for particular words and phrases).
One of the vital points for a hotel keyword strategy is to not go generic with the words and phrases you want to implement.
For example, if you are a hotel located in Manhattan, do not plan to target and implement “hotel in Manhattan” because that will produce a huge search volume that will be nearly impossible to rank due to high competition by websites such as Booking. Com & Airbnb. Instead, do a deep dive into longtail keywords.
Are you a hotel in Manhattan with a pool?
A hotel in Manhattan with parking?
Be niche with your primary keyword and supportive keywords so you can rank and see your traffic increase.
4. Produce relevant blogs with consistency
One of the SEO tips that some hotels may push to the wayside is writing blog posts. Blogging is a great way to provide an accurate and concise description of your readers’ inquiries. At the same time, you can target several keywords with blogs that have a chance of ranking in an organic search by your readers.
When creating a blog strategy, it is important to keep in mind the keyword intent. Make sure the intent matches your blogpost’s goals and addresses your customer’s journey. Structure your copy methodically to target your audience, provide them with solutions and meet their expectations. Last, trust an experienced SEO copywriter to optimize your blog post consistently by taking care of the formats, injecting your hotel’s keywords, and adding internal links to other pages.
5. Write detailed room descriptions
The importance of room descriptions cannot be underestimated when you’re trying to excel your hotel in the search engines. That is mainly because your room descriptions allow your potential users to understand what your hotel is all about.
When writing room descriptions, make sure you clearly convey the benefits and how yours are better than your competitors, which in turn will then compel your users to make a booking.
Typical room descriptions for hotels include the following details:
Unique selling points
6. Make sure your website is mobile-friendly
According to the Travel Flash Report by Criteo, over one-third of all consumers use a mobile phone when booking a hotel room. Keeping that staggering number in mind, it is quite obvious that your website visitors should have an easy and positive experience if they’re using their mobile. There are some key factors in mobile-friendly SEO practices, including:
Ensuring your page speed is fast
Your website content is easy to scroll through
You have a responsive web design
There are not too many redirects or pop-ups
The correct viewpoint is applied
7. Have a strong meta description & title tags on every page
Having an accurate and compelling meta description and meta title on every single page is of utmost importance. This is especially true for users who are scanning their Google search pages and are looking for quick-to-read information about what your page is all about.
A well-written meta description and title tag have the power to increase your click-through rate greatly. A title tag should include the topic of each page along with the company name and not be any longer than 60 characters, while a meta description should describe more in-depth what is on the page and should not exceed 160 characters.
8. Optimize your site over time
SEO for hotels does not end once targeted content is created, and your website is up and running. In fact, one of the challenges of SEO, and why hiring a professional SEO copywriting agency is essential, is that your site requires plenty of tender loving care and maintenance as time passes.
Make sure you invest some time and effort into optimizing your website to:
Keep track of your content strategy’s performance
Refresh and monitor your keywords’ rankings
Update your blog posts to stay relevant to your target audience
Outperform your competitors by finding content gaps
Get opportunities to build internal and external linking
Find faulty URLs or problems that drive the users away
Keep up with the latest SEO updates and SERPs algorithms
Find answers to the hottest 5+1 Hotel SEO Questions
Read the most frequently asked questions about Hotel SEO and gain a better understanding of how search engine optimization works, as well as the benefits it can provide for your business in the long run. Find out why investing in SEO is crucial for your hotel’s online performance and how it can help you increase your profits and convert your visitors into customers. Let’s go!
1. Does SEO work better for small or large hotels?
The great thing about SEO for hotel websites is that it is proven to bring results for hotels of all sizes, styles, and prices. Whether you’re a boutique hotel in the countryside or part of a large franchise, SEO is proven to work for hotels. That is because, no matter the size of the hotel, the end game is always to accelerate in the search engines.
In general, it is very difficult to bring in organic traffic if your website is not optimized with SEO since it targets specific keywords and displays original content that is compelling for your target audience and supplies answers to their search queries. That is why SEO is one of the best investments that a hotel of any size can make.
2. Is hotel SEO expensive to implement?
Let’s play it straight: good things in life come at a cost. Certainly, SEO implementation from a professional and legitimate SEO copywriting agency can seem quite pricey at the surface. Especially if you plan to create content for your hotel’s website for many months, it is a long process that requires careful budgeting before you sign on.
However, SEO pays off! SEO is seen as a smart long-term investment that continues to continue and give back to your business as time goes on. Bear in mind, however, that in addition to paying for the quality you get, it is crucial to know that it takes time to grow and is not an overnight fix.
But once you do begin ranking in a Google search, your organic traffic, revenue, and ROI will all increase. If you’re willing to pay for good quality and have the patience to see it play out, SEO is worthwhile.
3. Can my in-house marketing team devise a hotel SEO strategy?
Search engine optimization is certainly a digital marketing strategy that an in-house marketing team might be quite familiar with. Chances are, if you have a marketing team within, they know the basics of hotel SEO such as keyword research, identifying your buyer persona, or Google analytics. However, hotel SEO strategies are much more complex than that.
There are some strategies that are a part of an SEO plan that an average marketeer cannot be aware of. It can take years to hone certain SEO skills, such as understanding how to do in-depth to determine the search intent of a user, how to properly leverage structured data, and other small nuances that are ever-evolving.
4. My hotel is made of multiple buyer personas. Does that make a difference when applying hotel SEO?
Yes! It is essential that you always keep in mind that a hotel website’s SEO is not one size fits all. Especially at larger hotels or ones that are part of a chain, it is very possible that you have multiple buyer personas because your hotel fits the needs of many.
Perhaps you are an attractive option for families with small children as well as couples; your website, and subsequently hotel SEO keywords, should reflect that. As a part of a hotel SEO strategy, you will definitely find your buyer personas, the words and phrases they are searching for, and how to apply these strategically to your website.
This may mean writing blog posts that are targeting mothers with small children, as well as writing blog posts that appease couples. Another possibility could be writing room descriptions slightly differently depending on who typically books such rooms. Adapting content to various buyer personas is an absolute must for successful hotel website performance.
5. If I opt for SEO on my hotel website, how can I track my progress?
One of the great things about SEO is that it is rather easy and straightforward to keep track of once you learn the plethora of tools available to you. Tracking is essential in your SEO for hotels because it can indicate to you how much you are progressing, what your weak spots are, what is resonating most with your readers, and so on.
Monitoring your SEO progress is essential in developing strategies for both short and long-term goals. To best measure your website’s SEO efforts, consider using the following:
Google Analytics: see who visits your website and how they interact
Google Search Console: provide insights on improving visibility & presence in SERPs
A keyword rank tracker: display how your ranking keywords are changing over time
A site audit: have an SEO copywriting agency assess internal details of your website’s performance
6. Is it worth it to hire an SEO copywriting agency?
Hiring an SEO copywriting agency is crucial in guaranteeing the job is done right. A professional SEO copywriter is not only a talented writer; they also have been trained to possess a strategic mindset to understand marketing, sales, and how the competition works.
They will use such knowledge to create content that catapults you in the search results and brings real change to your website. An SEO copywriter knows many more hotel SEO tips and has access to a greater number of tools than someone that is not a professional.
They will smartly use things like Google search console to accurately assess your website and know how to fix its gaps. In essence, the cost of hiring a professional SEO copywriter pales in comparison to the ROI you can achieve with excellent SEO.
Two-thirds of online travel booking sales are made directly from the hotel’s own website (PwC, 2019)
See how SEO Copywriting Agency catapults your hotel in the search engines & brings in profit
At SEO Copywriting Agency, we know a thing or two about SEO for hotels. We have worked with a wide variety of hotels, from quaint family-owned to large 5-star resorts that draw in a luxury crowd. We know what it takes to make your hotel stand out among your competitors so you can soar in the search engines and increase your profits.
We take pride in our SEO copywriting expertise, the top-notch tools we use on a daily basis, and our never-ending curiosity to learn more. Let us help identify your weaknesses and determine your strengths so we can create content that converts readers into users and increases your online visibility.