Hotel SEO – The Best Tips to Attract More Visitors

Discover what is Hotel SEO and learn all the best tips to take it to your advantage attracting more and more visitors to your Hotel.

Introduction

Hey there hotel owners and operators! Coming at you today with the best of the best tips and tricks to using Hotel SEO (what is this? Find out below!), to your unique advantage.

Stop wasting your time using dated methods of attracting more visitors, and start using the best practices in our time to get more people to your hotel than ever before.

In this post, you’ll find the best solutions to the problems that follow:

  • What is SEO?
  • What is Hotel SEO?
  • What is organic traffic?
  • How can organic traffic help your hotel?
  • What is On-Site SEO?
  • What is Off-Site SEO?
  • What is Technical Hotel SEO?
  • What is Content Marketing for Hotel SEO?
  • What is National vs. Local Hospitality SEO?
  • Why is SEO important to implement in your business strategies?
  • Conclusion

What is SEO?

Search engine optimization is simply what “SEO,” stands for. SEO is a set of techniques put into place to ensure that you’re producing the best results possible, in the shortest route.

Many people have thrown around the term before, or perhaps you heard it in a business meeting somewhere.

Either way, search engine optimization is extremely important in growing your business at rapid speeds, and can only be done after thorough research and understanding of what these practices are.

A lot of times most folks will do the bare minimum, and forget about the proper ways of implementing it into their everyday tasks.

Search engine optimization is ongoing, and one of the most helpful things you can do is to take part in increasing the amount of traffic, sales, and leads to your website or company.

Sure, you can probably find some websites out there that go into great detail about how you can be an SEO master in 5 minutes or less, but that’s simply not the case.

Learning how to practice this mastery the right way, will ensure that you have nothing but success to come.

Hotel Marketing

What is Hotel SEO?

Hotel SEO is pretty short and sweet. In particular, it is the search engine optimization of hotel websites, to improve the end goal of attracting more visitors to your webpage.

This is done with the help of mega giants such as Google, crawling your site to see what is relevant information to give to others.

The better search engine optimization you have, the more likely it is to rank higher on search engines such as the one mentioned above, therefore giving you a grade A spot on people’s searches when they’re looking for something in specific.

Getting your website on the 3rd, 4th, or 5th Google page isn’t helpful, whenever there’s better ones for them to offer. Get your SEO done right the first time, and stop stressing about whether or not Google will show you off to who really matters.

What is Organic Traffic?

First off, let’s explain exactly what “organic traffic” is. Organic, or natural traffic, is simply referring to the number of people that are coming to your site directly from their search engine results.

This is the opposite of the paid search engine traffic that may come from using ads, banners, or other sorts of enticements.


Organic traffic is often known as the “better” version of traffic, as this is the crowd that is already actively searching for what you have to offer.

hospitality SEO

How Can Organic Traffic Help Your Hotel?

Hotels can seriously benefit from the best uses of this, because this would decrease the need to pay for ads, therefore increasing your bottom line.

You’ll be able to dedicate more time focusing on the customers that really want to visit with you, and less time on the ones who are just coming to get something for free.

On-Site SEO

1. Keyword Optimization

This means that each and every specific keyword that you’re considering using on your website needs to be thought out in that it is related to your business and helps to pull your customers in.

Keywords need to be relevant and worthy of creating engagement with your potential prospects, so that they are enticed to come to visit your website, therefore attracting them to visit your actual hotel.

2. Title tags, Meta descriptions, Alt tags

A title tag is simply the HTML element that describes the content of your webpage. Its direct job is to tell the search engine and your visitors what they can expect from your content.

Meta descriptions are yet another HTML element that summarizes in a short description the content of your page, which can then be determined by the search engine and your visitors if the information will be or not be beneficial to them.

Alt tags actually have a few different names they can go by. Here they are in list format for easy reading:

  • Alt tags
  • Alt attributes
  • Alt descriptions
  • Alt text (this is the formal name)

Alt tags are an important part of your content because they help search engines, in particular, to see what images are related to your text. This can lead to a positive impact on your page, especially if the content matches the image that you’re applying the alt tags to.

3. Compress Your Images and Video Files

By compressing your images and video files, you are sure to attract more visitors to your site. How?

Because by doing so, will ensure that your website runs smoothly, faster, and without added wait times between pages.

Long wait times can deter a potential customer from looking at your page, leading them to move on to the next hotel.

Not only can squishing your images to the correct size, (in which there are plenty of applications to help you do so), but it can also help create the best quality for the images on your hotel’s website.

Download Our Latest Whitepaper

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4. Fix Broken Links and Build High Quality Ones

Making sure that you have no bad links throughout the website is essential to keeping customers coming back. We all know how frustrating it can be whenever there are links listed everywhere and none of them end up working.

Be sure to only build high-quality links across your pages that are both relevant to your information and help your readers. This will build the trust that you desire between potential prospects and your business.

5. Intent Match & Quality

This is often known also as “user intent.” Search intent is the primary goal that a user will have when entering a search into their search engine of choice.

Make sure that you’re creating quality content that is both enticing and engaging to your readers and they will keep coming back for more.

Try reverse engineering the questions asked, by checking Google auto-fill and using this as a good topic for new ideas.

6. E-A-T Content

  • Expertise
  • Authority
  • Trust

This type of content relates to how Google will go about ranking web pages in the search engine results. This acronym is derived from Google’s specific rating guidelines which is designed to establish what it will take to create a high-ranking website.

Does SEO Really Work?

Off-Site SEO

1. Google My Business

With this helpful SEO tactic, you can make sure to put more importance on specific business info, in front of the customers that matter most. Google My Business also helps with local SEO by offering your customers the opportunity to engage with you on a more frequent basis and personal level.

2. Business Listing

Business listing is pretty much a web version of your local Yellow Pages. Each listing will contain a rolodex of companies in order of industry. This will give your users a better experience by allowing them to focus more on the products or services that they’re in search of.

3. Reviews

If you’re looking for a short and simple answer if these are helpful for SEO purposes, then that answer is simply yes. By increasing the amount of Google reviews you have, (and reviews on other websites as well), you’ll be more likely to improve your search rankings and increase your SEO efforts. Reviews made online will show Google that you have great trust gained and good experience with your business.

4. Yelp, Etc.

Let’s look at Yelp like a giant online bulletin board. Instead of collecting reviews from various sources, (which includes social media of all kinds), Yelp focuses on more in-depth reviews from their members. They too have their own algorithm, so feel free to play with keywords and phrases that auto-populate in the search results.

yelp for seo

Technical

1. Sitemap Creation

When you’re looking for new ways to increase Google liking your site more, try creating a sitemap. Sitemaps are used for telling Google how important you think certain pages or other things on your site are, and why this information is valuable to the user.

2. Properly Developed Website/Structure

This is simply referring to the structure of your website. If it’s hard to follow and a bit all over the place, it’s going to be difficult for your user to want to stay on your site. Make sure you’re taking all the necessary steps to create a properly developed site so that you can easily gain and retain potential prospects.

3. User Experience (UX)

When you have a specific understanding of what it is exactly that your users are looking for, you will be able to build a better business and website around that. You’re more likely to attract new visitors when your website itself is user-friendly, therefore leading them to believe that your business is clearly going to be the same kind of experience in real life.

4. Site Speed

This ties into the user experience, meaning that the better your site is running, the more likely the users you receive will want to stay on your site. Make sure you are implementing the best image sizes, links, and content, to keep your site running smoothly and up to date at all times. Feel free to get your site graded on one of the many site speed testers on the web. (This way, you can see what needs to be improved and what is running at its best).

technical seo for hotels

Content Marketing for Hotel SEO

Put simply, content marketing is the creation of content and the distribution of those videos, images, or email newsletters. These are very important to attracting new customers and obtaining their long-term commitment to your hotel.

Make sure to use specific keywords and relevant topics to entice your visitors to come and see you in person. Reverse engineer your content into the terms that are searched for most, and that require the best answers to your user’s questions.

National Vs. Local Hospitality SEO

The key difference between national and local SEO strategies is that local SEO requires trusted locations and reliability. Whereas national is solely concerned with moving more traffic to your website by running through the content that you are releasing.

With local SEO, you will most likely be adding specific information to your website such as an address, phone number, etc. so that you are able to be known and trusted as a local business.

Download Our Latest Whitepaper

10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

Why is SEO Important to Implement in Your Business Strategies?

SEO is mega important to improving your business. Make sure you try out these strategies that will be helpful to figuring out what the best form of SEO is for you.

Here’s a seriously great quote from Glassdoor that we’d like to share with you:

“An effective business strategy serves as a blueprint for the different aspects of running your business, from hiring to organizational structure. When the strategy matches the company’s long-term vision, it helps ensure that everyone is working toward the same goals.”

Conclusion

As you can see, SEO is extremely important to add to your business strategies. Keeping up to date with new methods and ways to improve your site is essential to building your hotel website bigger, better, and a stronger online presence.

Stick with the basics and learn the best ways to put your SEO to use. Keeping these tips in mind will only help you to achieve your end goal of attracting more visitors to your hotel website for days and years to come.

Hotel Marketing – 8 Brilliant Ways to Promote Your Hotel

Discover 8 useful strategies for Hotel Maketing you can use to brand your hotel, connect it with your audience and rank higher in SEO.

Although the need for lodging will always keep hotels relevant, with more than 700,000 resorts and hotels across the globe, yours can’t afford not to market yourselves if you want to be unique. 

What is hotel marketing?

Hotel marketing encompasses various marketing techniques and strategies to brand your hotel, connect with your audience, build your customer base, increase sales, and rank higher in SEO. 

In this post, we have 8 such strategies you can use to put your hotel on the map. There will be plenty of actionable tips ahead, so check it out.

8 Hotel Marketing Strategies to Employ Today

8 Hotel Marketing Strategies to Employ Today

Build a Conversion-Focused Website

Every company has a website, including those outside of the hospitality industry. Yet how many of them have a conversion-focused website? Not nearly as many.

What do we mean when we say conversion-focused?

That every facet of your website is designed to attract many visitors and keep them on the page.

This is a purposeful website design that’s less about appeal and more about function.

Your website should follow the most current SEO best practices. Some of those are as follows:

  • UX is important: It’s all about the user experience (UX) on websites anymore. All links on your site should be working and all content must be typo-free. Interactive content helps as well, as does easy navigation.
  • Follow the EAT principle: No, EAT doesn’t stand for having a snack in this case, but expertise, authority, and trustworthiness. By encapsulating these three values, Google increases your site ranking.
  • Track the right metrics: There are three metrics at current that Google uses to dictate your website placement on their search results page. 
    • Cumulative Layout Shift: CLS is a measurement of the visual stability of your website. You want a value that’s under .1.
    • First Input Delay: FID determines how responsive your website is and should be 100 ms or less.
    • Largest Content Paint: LCP is the page speed for above-the-fold elements. If your page doesn’t load in 2.5 seconds or faster, it’s too slow.

Speed is truly more important than website style.

That doesn’t mean your site has to be ugly, as that will turn customers and potential customers away too.

Instead, it means that you shouldn’t bog down your site with visually appealing elements. 

Here are some hotel website designs courtesy of our blog that shows you how to combine style with speed.

Your site must have mobile optimization as well. 

Smartphones are so prevalent in daily life that most people who land on your site are doing so on their phones. 

If your site is only formulated for desktop users, you can expect the site visitor to continue on to the competition. 

mobile optimization for hotels

Get Great Reviews

As a hotel owner, you can promote yourself until you’re blue in the face, but what will really make up someone’s mind is other’s experiences. 

According to Oberlo, almost nine out of 10 people will scope out reviews before they make a purchasing decision. That goes for products and services alike.

That’s why one pillar of your hotel marketing plan must be to increase the number of reviews your hotel gets. 

Doing this doesn’t have to be difficult, either.

The next time you get a visitor, send them a text message or an email asking them to review their stay. 

Timeliness is important here; if you send the survey two days later, the customer might have already begun to forget the details of the hotel. 

Then wait for the reviews to trickle in. Some will be positive, others will inevitably be negative, but you must respond to as many as you can. 

If it’s a positive review, then thank the customer for leaving it and comment on a few points they mentioned. 

For negative reviews, ask the customer if there’s something you can do to improve their experience for next time. Offer to communicate with them through phone or email to make matters right. 

Although many companies think that negative reviews make them look bad, it’s all about how you handle them.

By prioritizing customer service even in the face of a bad review, you show your customers that you care. 

Use Unique Branding

In our post on hotel branding, we discussed the benefits of such. Using branding can increase your trustworthiness, differentiate you from the competition, and open up revenue channels you might not have known existed. 

Further, you can create passion around your brand that’s contagious. Your customers become your ambassadors.

How do you make a unique brand considering that every hotel has to brand itself? Well first, you need to understand your target audience. 

This should really be the first part of your hotel marketing plan. After all, without knowing who your audience segments are, you can’t sell them tailored services.

Target audiences vary by hotel. 

If yours is a family-friendly hotel, then your ideal customer is a parent. Maybe you’re more of a business hotel because you have many conference halls and related amenities. Then your target audience would be working-class adults between their 20s and 50s, maybe older.

Once you know who your target audience segments are, you can begin to brand yourself in kind

Rather than promote your hotel, promote a lifestyle. 

For instance, focus on your fitness facilities, your onsite restaurants, and your rooftop terrace bar. Talk about all the great tourist sites that surround your hotel too. 

hotel lifestyle

Start an Email Marketing Campaign

According to a 2021 HubSpot report, more than four billion people around the globe use email every single day. Email marketing remains one of the best tools in your hotel marketing arsenal, so take advantage of it.

Does your hotel send out a monthly email newsletter? If you don’t already, then you need to start. 

If you already have a newsletter, it doesn’t hurt to revamp it. Your email list doesn’t want to be regaled with boring stories about quarterly sales meetings or who your latest food vendor is. They want to be entertained.

How can you make your newsletter more entertaining? Since you know who your target audience is, it becomes easier to narrow the focus of your newsletter. 

Maybe they want to hear about the new wing you’re adding to the hotel or how you’re striving to make the building greener.

If you can offer behind-the-scenes glimpses into the daily operations of your hotel, many customers appreciate this sort of thing, as it increases your hotel’s transparency. 

You should also watch the balance of content included in your newsletter. 

You want 80 percent of the content to be educational or entertaining and the remaining 20 percent to be promotional.

Besides sprucing up your email newsletter, you should also get into a rhythm of emailing your customers with exclusive deals and offers. 

It’s hard to resist a stay at a hotel when you get the third night free.

If you’re having a hard time staying on top of your email marketing, consider using automation to send emails and even responses on a schedule. 

Download Our Latest Whitepaper

10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

Have a Marketing Budget

This next marketing tip isn’t so much a strategy as a good plan. You must have a marketing budget set aside to pay for website design, SEO services, branding, and the other areas of hotel marketing we’re going to discuss ahead.

How much of a budget these services require will vary. 

According to marketing resource WebStrategies, in 2020, the average marketing budget was 11.4 percent of a company’s revenue. 

If there’s one time of year where your marketing spending might be higher, that should be during peak booking season. 

You want to draw in the most business, so you’ll usually ramp up your hotel marketing efforts to do so. 

By reducing marketing spending during the slower months, you can avoid blowing through your budget quickly. 

Foster Local Business Relationships

The businesses that share your community aren’t competition unless they’re other hotels. From restaurants to bars, retail shops, and everything in between, try to form business partnerships with these companies.

This deeply fosters the sense of community that you can use to brand your hotel. You’re promoting a lifestyle, and part of that lifestyle is the immersive community.

Look for opportunities to promote other businesses whenever appropriate. Perhaps you repost their content on your social media or you two arrange a guest blogging deal. 

You can even hold a contest or giveaway where their products or services are the prizes.

The idea here is cross-promotion, so the other business should want to reciprocate the above efforts. For example, maybe the prize for their contest is a free two-night stay at a premium suite in your hotel room. 

We also suggest looking for ways to promote your city or town as a whole. 

What is it about the area that’s so special? Is it the above-mentioned local tourist attractions? Perhaps you’re in a college town or a historic city. Your city or town could have been rated one of the best places to live in the country.

If you can’t pinpoint something exciting about your city or town like in the above examples, then get out there and find what’s exciting! You shouldn’t have to look far. 

local hotel marketing

Fully Utilize Google My Business 

Companies big and small have Google My Business accounts, and your hotel must as well. Google My Business is free, so even if your hotel marketing budget is on a shoestring, you can still use this service.

Google My Business presents all the pertinent information on your hotel when a customer searches for you on Google. 

That includes your hotel name, address, phone number, and website address. Customers can even book a stay at your hotel right through Google.

However, Google My Business can only display the information that you provide. Make sure that your profile is 100 percent complete, including any small details that you might have overlooked. 

Once your profile is done, continue to use Google My Business to the fullest. 

Upload high-res photos of the various parts of your hotel, including the lobby, the rooms in each suite, the dining hall, onsite restaurants, your fitness facility, and the rooftop bar. This helps you rank higher with the service. 

When your hotel is running a special or a discount, post it on your Google Business Profile.

Every bit of news you post will show up on your Google My Business profile as an update. If a customer searches for certain terms that are included in your updates, that can help connect them with your hotel.   

Create Info-Rich Content 

Our last hotel marketing tip is this: content is king, so use it!

Content encompasses far more than written blog posts or long-form content anymore, but photos, infographics, and videos as well. Still, we recommend starting simple with a travel guide posted on your website.

You might hire a third-party writer to produce the travel guide, or your in-house staff can do it.

The guide should cover all the great spots around your city and town, especially those businesses that you partner with. Make sure that you follow SEO best practices such as incorporating long-tail keywords. 

Once your travel guide has been online for a while, update it. Repurposing old content is a great hotel marketing strategy. If businesses have closed since you wrote the guide, delete them. Add any new businesses so the guide is current.

We also recommend getting on social media and promoting attractions in your city or town. 

Maybe you make a YouTube video showcasing the best little-known spots in your neighborhood or you create a series of Instagram posts.

This isn’t making content for content’s sake, but providing info-rich, high-value content to your customers and potential customers. 

That kind of content resonates more and performs better!

content marketing hotels

Conclusion 

Hotel marketing is an excellent way to help your hotel stand out.

Start with a budget, define your target audience, and then work on your website, your branding, your email marketing, and your content marketing.

If you’re struggling in the above areas, you can count on Mediaboom. We’re a digital marketing agency that offers services such as website design, advertising, and marketing.

We’ll help make your marketing goals achievable.