SEO for hotels
In the fall of last year, the presentation of Google accommodation search results changed. This means a new chapter in SEO for hotels. How to use it, how to optimise the website and what links to get for it, so that SEO for hotels is the most effective?
A new search of hotels on Google for website owners/developers/SEO specialists requires focusing on the user and making it as easy as possible to find all the necessary information about the accommodation. All this so that the visitor can make a valid booking as soon as possible. But not only that – Google’s new solution is to restore traffic from price comparison websites to hotel websites.
Consider how users get to our website. This will allow you to understand what specific optimisation actions result from. However, it is worth pointing out, that SEO for hotels is not a completely new way of positioning strategy, but only matching relevant known tricks to these type of sites
Therefore, if more than half of the traffic on the internet comes from mobile devices, it will not be different in the case of accommodation search. Hotel reservations are usually made in mobile browsers, often even at the last minute, during travel.
Next: accommodation inquiries in most cases include local names – the Dublin hotel, hotels in Limerick, etc. Therefore, with SEO for hotels, local positioning will be so important. Very often, in the search for accommodation, users use long-tail phrases – for example, a Dublin double room.
Finally, the growing trend in voice search also includes the research of accommodation. This should also be taken during optimisation of the hotel website.
SEO for hotels: the important elements to pay attention to:
Website design based on UX trends
By implementing a new way of searching for hotels and presenting results in this area, Google itself showed us what is the most important in the architecture of this type of information: location, price and date of accommodation. Hence, the room booking form along with the calendar should be the first one that the user will see on the hotel’s website after searching it regarding to the location. The booking process itself, as requiring confidential personal information, must be carried out without errors – otherwise the hotel website will lose customer trust.
Both in the decision making by the visitors and in the optimisation of the hotel’s website, help numerous pictures of the hotel, and the interior, and the entire building or its surroundings. Here, however, it is easy to overdo it, placing unoptimised photos of too large size, which overload the page and cause slow loading, which discourages the user from making a transaction. Correctly described for alternative descriptions (especially containing information about the number of places in a room or facilities) help in obtaining higher positions in Google.
Not without significance will also be easier transition between subsequent versions of the room – with a different number of places or other standard – and subpage suggestions related to it, which further enhances internal linking. Lastly, you need up-to-date and immediately visible information on the availability of a room that will save the visitor’s time.
The hotel’s website must also be responsive, because all the rules mentioned above also apply to the mobile version.
And finally: the language versions of the search will be as much as the nationalities of travellers, although of course the English-speaking will be the most popular. Google will not be the only search engine used to find accommodation.
Selection of keywords for hotels
Keywords, to which the hotel page will be displayed, should be selected such values as local, detailed and voice search. Local – because they concern a hotel in a specific place, not for example all hotels from a group of hotels. It’s worth creating variants that, apart from the local name, will contain other location details:
– Dublin hotel
– hotel in Dublin
– hotel in Dublin near the airport
– hotel in Dublin with good access to the airport
– Dublin hotel near the city centre
– hotel in Dublin with a swimming pool
The local trend is also associated with the “near me” trend, especially in searches on mobile devices, increasingly popular in the United States. Allows to find accommodation based on the current location of the visitors.
What should I do to make the hotel page look good on “near me” queries? This requires an added and optimised hotel listing in Google My Business. It will also help in placing on the hotel’s website detailed information on how to get to it, what is in the area, providing the address completed also with the name of the district, and the contact number along with the prefix. Google’s strong position on “near me” searches is also supported by numerous reviews.
This is directly connected with the fact that it is good to think about the long-tail keywords that a given hotel can display. The more details you have about the room, the better:
– a double room with a bathroom in the centre of Dublin
– cheap double room with single beds in Dublin
However, popular voice search will require naturally sounding phrases, often on the form of questions.
Because travellers visiting the hotel website come from different parts of the world, one language version is not enough. Since English is now a ‘lingua franca’, at least one more version in other language will be needed. Each available page variant must have correctly entered hreflangs.
However, if the hotel accepts payments in different currencies, it should be possible to choose the currency with the change of language.
Especially when optimising a hotel, it should also be remembered that Google is not the only search engine that potential hotel guests will benefit from. It is also worth to report the site in such as Bing, Yahoo, Goo, Ask, com, AOL, Baidu and Yandex, which are popular in some countries. This will increase the possibilities of reaching international tourists.
Place of the brand name in meta title and description
This may seem unobvious, but the name of the hotel brand is not the most important part of the title and description tags. Visitors find hotels primarily thanks to location directions, much less often using their name – this works when booking a hotel once again or the hotel brand is widely recognized. That is why in the title it is better to place the brand after determining the location, e.g. “Dublin City Hotel – Name of the Brand” or “Corkagh Park Hotel Dublin – Name of Brand”. Meta description should be used to describe the location and properties of the object as accurately as possible.
The external link building
As always, in SEO for hotels, obtaining external links is very important. It not only strengthens the authority of the domain in Google rankings, but above all, it increases the chance for users to choose a given hotel. Hence, so important will be:
- activity in various social media
- registration of a hotel listing in Google My Business
- acquiring hotel reviews on travel blogs
- presence on rating and opinion services (e.g. TripAdvisor)
- mentions in rankings and lists of the best hotels
The position of a hotel in the search engine depends on many factors. The most important are those that affect the comfort of the reservation made by the visitors. The game is worth the candle, because the hotels websites are competing for the best results with booking services comparing prices. The new presentation of Google’s search results helps in restoring organic traffic directly to hotel websites. However, it requires the transparent construction of these pages and optimising them.