Search engine optimisation (SEO) is one of the most effective strategies hotels can use to attract potential guests, increase bookings, and improve online visibility.
SEO is the practice of optimising your hotel’s website to improve its visibility in search engine results. This involves a combination of on-page, off-page, and technical SEO strategies tailored specifically for the hospitality industry.
SEO is not a strategy that will bring instant results. It works over time and can be updated and adjusted as you monitor its success.
Why is SEO crucial for hotels?
The majority of travellers today start their journey online. When someone types in queries like "hotels in Lisbon," "luxury hotels near me," or "best family hotels in Bangkok," you want your hotel to appear on the first page of search results.
Being visible in search results means more traffic to your hotel's website, more direct bookings, and less reliance on Online Travel Agencies (OTAs) like Booking.com or Expedia, which often take a significant commission.
SEO as a strategy can lead to:
- Increased organic traffic: Over 70% of clicks go to the first page of search results. Effective SEO can help your hotel rank higher, leading to more visitors.
- Higher conversion rates: SEO-optimised websites provide a better user experience, which can lead to higher booking rates.
- Brand credibility: Hotels that appear at the top of search results are often perceived as more credible and trustworthy.
- Cost efficiency: Compared to paid advertising, SEO offers a higher return on investment (ROI) over time.
Keyword research
Keyword research is the cornerstone of any SEO strategy. It involves identifying the search terms your potential guests are using to find hotels. The right keywords can help you attract your target audience and increase your chances of converting website visitors into paying guests.
Focus on location-based keywords
Travellers often search for hotels based on location. Use keywords like “hotels in [city name],” “beachfront hotels in [location],” or “pet-friendly hotels near [landmark].”
Include long-tail keywords
These are more specific search phrases like “best luxury hotel with pool in Melbourne” or “affordable boutique hotel in New York.” They may have lower search volumes but higher conversion rates because they cater to specific needs.
Use keyword research tools
Tools like Google Keyword Planner, SEMrush, and Ahrefs can help you discover high-volume, low-competition keywords.
Analyse competitors
Check out which keywords your competitors are ranking for. This can help you find potential opportunities you may be missing.
On-page SEO
On-page SEO refers to optimising the content and HTML source code of individual pages to rank higher in search results.
Optimise title tags and meta descriptions
Ensure each page has a unique title tag (e.g., "5-Star Hotel in Sydney | Oceanfront Views & Spa") and a meta description that includes target keywords.
Use header tags (H1, H2, H3)
Use header tags to structure your content, making it easier for both search engines and users to understand. Include relevant keywords in your headers.
Create high-quality content
Publish detailed descriptions of your rooms, amenities, dining options, and nearby attractions. Incorporate keywords naturally, but avoid keyword stuffing.
Include internal links
Link to other pages on your website (blog posts, FAQs, booking pages) to improve navigation and keep visitors on your site longer.
Optimise images
Use high-quality images of your hotel. But, make sure ensure they are compressed for faster loading times. Add alt text with relevant keywords to help search engines understand what the images depict.
You can also include video content, such as virtual room tours and guest experience highlights, to make your pages more engaging. Videos are increasingly favoured by search engines and can enhance your rankings.
Local SEO
For hotels, local SEO is essential since most guests are searching for accommodation in specific locations.
Claim and optimise your Google Business profile
Google Business, formerly Google My Business should be fully optimised. Include your hotel's name, address, phone number, website, business hours, photos, and customer reviews.
Encourage customer reviews
Positive reviews boost your hotel's credibility and improve local search rankings. Encourage guests to leave reviews on Google, TripAdvisor, and other review platforms. You could consider incentivising reviews with small perks like discounts on future bookings as this can help generate feedback and increase your visibility in local searches.
Include local citations
Ensure your hotel is listed on local business directories like Yelp, TripAdvisor, and other tourism websites. Make sure your information is consistent across these platforms (Name, Address, Phone Number).
Mobile SEO
With a large portion of hotel bookings made on mobile devices, optimising your website for mobile is no longer optional.
Use a mobile-friendly design
Ensure your website uses a responsive design that adjusts to different screen sizes.
Improve page speed
A fast-loading website is critical for mobile users. Compress images, leverage browser caching, and minimise JavaScript to reduce loading times.
Optimise for mobile keywords
Focus on keywords that mobile users are likely to use, such as "last-minute hotel deals," "hotels near me," or "cheap hotels tonight."
Content marketing
Content marketing is a powerful way to attract travellers to your website by providing valuable information that aligns with their interests and needs.
Create a blog
Write articles on travel tips, local attractions, events, and itineraries. For example, "Top 10 Things to Do in Brisbane" or "A Guide to Wine Tasting in Napa Valley."
Develop landing pages for local attractions
Create dedicated pages for popular tourist spots near your hotel, optimising them for relevant keywords. These landing pages can also include maps, directions, and exclusive hotel offers to capture the interest of travellers planning their trip.
Use video content
You can showcase virtual tours, guest testimonials, or event highlights to engage visitors and improve dwell time on your site.
Produce seasonal content
Publish content around seasonal travel, holidays, or special events to capture peak booking periods. For instance, "Best Christmas Markets to Visit in Europe."
Off-page SEO
Off-page SEO involves activities outside your website that can improve your search rankings, primarily through earning backlinks. There are several ways you can get backlinks.
Partner with local businesses
Collaborate with local tour operators, restaurants, or event venues for backlink opportunities. This can also lead to co-promotions, where you and your partners share each other's content, driving mutual traffic.
Get listed on travel directories
Check that your hotel is listed on popular travel directories and tourism boards. These platforms are trusted by search engines, which can boost your site's authority and organic search performance.
Guest blogging
Write guest posts for travel blogs or industry websites to earn high-quality backlinks. Choose sites with a strong domain authority to maximise the impact on your own search rankings.
Use influencer marketing
Partner with travel influencers to review your hotel and link back to your website. Engaging influencers not only brings backlinks but also drives direct traffic and can boost your hotel's social proof among potential guests.
Technical SEO
Technical SEO focuses on optimising your website's infrastructure to improve search engine crawling and indexing.
Use HTTPS
Secure your website with an SSL certificate to protect user data and boost rankings. Search engines like Google prioritise secure websites, making HTTPS a crucial factor for better search visibility.
Create an XML sitemap
Submit your sitemap to search engines to help them discover your pages. This ensures that search engines can easily find and index all of your hotel's web pages, improving their visibility.
Fix broken links
Regularly check for and fix broken links to maintain a smooth user experience. Broken links can frustrate users and negatively impact your SEO, so routine audits are essential for optimal site performance.
Measuring success
Finally, it's essential to measure the success of your SEO efforts using analytics tools. You can use tools like Google Analytics and Search Console to track user behaviour, identify traffic sources, and understand which content resonates most with your audience. Regularly reviewing these metrics allows you to refine your SEO strategy, ensuring continuous improvement and staying ahead of competitors.
Track organic traffic
Monitor the number of visitors coming to your website from organic search. By analysing organic traffic trends, you can identify which pages are driving the most visitors and optimise underperforming pages for better results.
Check keyword rankings
Track how well your target keywords are ranking in search results. This helps you gauge the effectiveness of your keyword strategy and adjust your content to capture more search visibility.
Find your bounce rate
A high bounce rate may indicate that visitors aren’t finding what they’re looking for, signalling a need for content improvements. Focus on optimising content relevance and page load times to keep users engaged and reduce bounce rates.
Monitor your conversion rate
Measure the percentage of visitors who complete a booking or other desired actions. A low conversion rate may suggest the need for improved call-to-actions, clearer navigation, or more compelling offers on your website.
Analyse your click-through rate (CTR)
Monitor the CTR of your website in search engine results pages (SERPs) to assess the effectiveness of your title tags and meta descriptions. Improving your CTR can significantly boost traffic, even if your ranking position remains the same, by making your search snippets more appealing.
Final thoughts
By mastering SEO, you can significantly improve your hotel’s online presence, attract more guests, and increase bookings. But, it's important to remember that SEO is not a quick fix, but an ongoing process. You need to regularly update your content, monitor your performance, and adapt your strategies to keep up with changing search algorithms and travellers behaviours.
Does your hotel need an effective SEO strategy? Contact Boost to see how we can help you plan and implement successful SEO.
