Thousands of tourists are looking for hotels like yours but are you hitting the jackpot? Have a hotel that you’d like to top the search engines?
Keywords are everything to your website’s SEO Campaign. Without keywords, your SEO Campaign won’t survive. Here’s how you can find hotel-related keywords to kickstart your campaign:
Never underestimate the value of a strategic SEO plan. Keywords can be highly competitive or face medium to low competition and they are not limited to only one a page. It’s away a good idea to try more than a dozen for a single page.
Even if you are targeting a small area, a highly competitive keyword may cause plenty of headaches. Typically, hotels want great rankings for word ‘hotel’ + location (like hotel Las Vegas, hotel Miami, etc). Keywords are just as important to blog posts, web content/internal pages, landing pages, etc.
Consider using Google’s Adwords Planner to look for more keywords based on one keyword. You can log in using your Gmail log in credentials and type a keyword to search for more keyword ideas.
We signed in and ran a search for ‘Hotel Miami’ and the result was:
So not only should a hotel in Miami run an SEO campaign centered around the keyword Hotel Miami but also the other related (above listed for example) keywords.
It’s worth remembering that you have a higher chance of ranking if you use long tail keywords. Besides, long tail keywords bring you higher quality traffic that is more ‘ready to buy’.
Don’t prioritize your brand name
Unless you are running a major hotel chain like the Marriott, the Hilton or Four Seasons, don’t focus too much on the brand name.
When in confusion, assume that unless you are a well-known name at the circuit, none will be looking for you (confirm with a keyword tool). Often, hotel websites present the brand name at the front of the meta title. You don’t need to primarily focus on the brand name if you are not that well-known. The meta title is more important.
Keep in mind that target key phrases hold significance over the Hotel’s name. While we can’t say how much meta title influences the ranking but consider this: if a customer is looking for South Miami Beach Hotel, focus on giving information based on the same instead of the brand name.
The Meta title should be clean, fuss-free, readable, focusing on initiating better engagement. While branding is just as important, you want to focus on imparting information that the customers are looking for.
H1 for main keywords
Google encourages websites to use keywords in a variety of ways on the website to rank better.
The simplest way is by inserting it in your
h1 tag and the website markup. H tags tell the search engines what the content is all about. They are basically headlines and subheadlines. For instance, consider this h1:
The Rose Resort is a brand new hotel based in the heart of Miami, located close to the Miami Tower.
This tag includes sufficient information, an appropriate amount of words and doesn’t appear spammy. The entire website should be designed to optimize user experience. So the content should be relevant, informative and updated.
Impressive Internal Link Structure
You must have heard it already. Inbound links are a big deal in internet marketing.
But there’s one thing that even the biggest online marketing Gurus don’t talk about: Internal Link Structure. It’s quite practical for the visitors and helps them navigate better.
Visitors often don’t have a lot of time. They want information fast and they want it concisely. So, a good and practical Internal link structure helps the website retain visitors so they can dig in for more information and not click away to visit a website of another hotel.
Moreover, lack of a good internal link structure could cause difficulty with Google Crawlers resulting in non-indexing of pages. Besides, you don’t want to give your customers an easy exit when they are on a landing page. But making the site easy to navigate helps visitors find the information they are looking for.
Search Console and Analytics
Google Search Console and Google Analytics offer features that will help you establish better SEO plans.
Google Search Console gives you all information you need for building a strong hotel website. And, you can submit your website for indexing, look for 404 not found errors and get a complete overview of your website’s search terms.
Websites with too many pages like 50 or more may find it harder to get indexed as you may get reports that only 15-20 pages have been indexed. But keep submitting until all pages have been indexed.
Analytics help you collect reports, statistics, and insights for your website traffic.
From the number of people visiting your website to the sales funnel and conversions, analytics let you check it all. The website is quite technical but there are plenty of guides and resources.
Google Places, Google Plus and Google My Business
As a business owner, you’d be doing your business a gross injustice if you didn’t list your business on Google Maps, Google Plus and Google my business. It helps you boost your search engine ranking and conversions by widening your presence online.
Getting your Hotel business involved with Google My Business is perhaps the best business decision you can make. Google Plus is just as feasible for your business. Consider where the customers are going to look if they want more information for your business/website. For a hotel, social media presence is a must. Making the right connections on Google plus also helps potential customers connect with the hotel.
Google Places Registration also helps you expand visibility on Google Map. Strategic listing on Google My Business helps you exhibit location, address, reviews, telephone number, opening times and a lot more information to the world. The local Google My Business listing can be optimized and enhanced for maximum local business.
You can combine Google Places account with Google Plus, and strategize your content for better results.
Ever Since April 2015, Google has been in favor of responsive web design so websites with mobile-friendly design automatically get good ranking. Sites without mobile-friendly design see a drop in their SERP so you really can’t make sure that you stay top on SERP with a non-responsive website.
Google concentrates on a seamless user experience and responsive web design shares this concern. It eradicates the need to adjust the website (zoom in and zoom out) pages to fit the device size. Moreover, responsive design makes browsing the website on non-PC/laptop devices much easier. You don’t have to zoom in or out to fit the website to your screen size. It just automatically fits the screen. Responsive Design enhances the viewing experience, helps you scale up on the SERP.
Earlier, people operated two separate pages with one’s URL prefixed with an m. For instance, developers would make two websites with URLs: roseresortmiami.com and m.roseresortmiami.com. So, it was not only harsh to maintain both websites for desktop and mobile version but quite impractical as well. Administrators would make double updates to keep everything in sync. And, there was always the trouble with duplicate content that often ended up getting the websites penalized.
With responsive design, designers don’t have to make websites twice. They can just code a single one and meet client needs and please Google at the same time.
To help your website take off, make sure it’s responsive, not static. While it’s perfectly acceptable to attempt a DIY job but we recommend against it unless you are a top notch visualizer/web designer. Always get a professional involved and go through the designs multiple times to avoid any mistakes.
Sure the solution is costly but you need to up your game as per the trends and leave no stone unturned to enhance your website’s quality.
Improve your website’s loading speed
Website loading speed is another important ranking factor as no visitor to your website wants to forever wait for your website to load. Whether it is a tablet website or desktop version, the website needs to load faster (preferably in just a few seconds).
You should further remove flash, downloadable PDFs, media that plays automatically to enhance site speed. Minimize audio and video files too.
Instead of using heavy graphics, use well-designed content pages or images to exhibit content like the menu, room amenities, etc. And websites with music are just tacky. The message is: Keep it simple.
Say yes to the blog
Every online marketer worth his salt will tell you to value original and fresh content. Without a proper content strategy, your website is doomed.
Remember this, unless you are a big Hotel chain or resort, people aren’t looking for your brand name. So, how do you bring traffic to your website in this case? By Great Content.
Blogging is the simplest content generation strategy. These days, it’s fairly simple to host a blog on your website. And, with the advantages WordPress platform and other sophisticated content management systems offer, blogging can be strategized quite well.
Hotel Marketers should capitalize on content marketing as it helps hotels present themselves forward to the market strategically. While SEO tactics are well documented and recommended throughout the market, it’s hard to get a head start with Content Marketing. Marketers need to identify the right approach to publishing tactical content online and turn their passive visitors into active, engaging leads.
Not only can you use the blogging strategy to turn passive readers into active lead but you can also share updates and news about your Hotel through your website. You can update your website with company news, policy changes and other important details through the blog section. The frequent updates will also help you rank better on Google and other search engines.
As a hotel manager/owner, you don’t just have a blogging strategy at your disposal. You can leverage video logs, audio podcasts for building a loyal audience. Or you can add infographics to your blog and attract readers with a taste for the visuals.
You don’t have to just write content. Instead, exhibit conviction and passion in your content and try different strategies to attract more readers and convert them. Understand psychology and write appealing and gripping stories based on the trends.
Even if you can’t manage to be frequent, be consistent. If you can’t publish every day, publish every Friday. It’s about keeping a promise to the audience. Get your readers used to the posts and introduce something entertaining, inspiring and educating to build audience expectations.
So, how often should you be producing content? Rely on your SEO strategy for the blog content and ensure that you post high-quality and fresh content.
Ensure you write (record) and post relevant, new and in-depth content. Long-form content has found acceptance with Google so focus on longer content too.
Long Tail Keywords
While long-form content is highly advisable, consider how much content you are offering Google. Whatever amount of content you produce, it must have some keywords too. The main keywords for hotels are hotel, Hotel in Location (Miami), etc. It’s safe to state that these keywords are fairly hard to rank for. But this doesn’t mean that you can’t address long tail keywords. In-depth content gives you the advantage of using long tail keywords well.
Long tail keywords are more specific and used more when a user is close to a purchase.
Also, long tail keywords give you more opportunity to design your content better. For instance, for keywords like:
1. Hotel in South Miami
2. Luxury Hotel in Fort Lauderdale
3. Luxury Boutique Hotel Miami
You can write customized blog depending on the geographical location of the keyword. Like ‘Top 10 things to do in Matheson Hammock Park this Summer’ or ‘The ultimate restaurants around Biscayne Bay National Park you need to visit this year’, etc.
Hotel Marketers can particularly make use of the fact that Miami is fairly famous among Tourists. And, it’s not the residents they are aiming at but the people visiting the city. So, content should be targeted to suit the needs of people who are traveling to Miami.
Write titles in such a way that they are closer to the search terms so more people receive your hotel as an option while making bookings.
Write travel guides, Miami relative content that helps tourists get a better idea of what the city is all about. With Long Tail keywords you can even expect more social media shares.
Blogging with long tail keywords will help rake in more leads and convert better.
Content Creation Plan
We have already established how important content marketing is for a website. But you need a cohesive plan to drive traffic and sales to your website.
To design your content creation plan (it’s not same as just producing excessive content), decide the purpose of your content. With every content option, you can explore a distinct goal and design a plan.
The most common goal for website owners is to drive more traffic and convert more leads. Most hotel owners really just want paying customers with their blog strategy.
Your approach should focus on well-researched content that is complete with the right keywords. Your blog content should be exciting.
Your content should be focused on generating organic traffic. Updating Email list (subscribers) with regular content is recommended by most SEO pundits and is indeed a wise advice.
While generating organic traffic may prove tricky, you can start with one step at a time. You can begin targeting influencers on social networks and start with developing more backlinks for building a better network.
Your focus should be maximizing content and generating a bigger email list. You can use gated content to get more people to sign up for your subscriptions and newsletters.
In addition to doing extensive keyword research and writing blog content, developing infographics, making video logs, you can post answers on Quora to promote thought leadership of your brand. You can also grow active on Reddit to garner a wider reader base.
Keep an eye on the trends and come up with new ideas to design more exciting content for your website. Perform routine checks and see what more can you add to your website.
However, remember this: it’s not the quantity that matters but rather the quality.
Not only should you
create quality and exciting content but also market it. Start with social media, target your city and travel forums, use dedicated hashtags and participate in group communication.
Assume your reader’s perspective and write what they want to read. For instance, somebody traveling to Miami the first time would want to know about everything they can do over the weekend or weekdays in Miami. You can target travelers by their age groups and gender and design special content so they find it relatable and useful.
Focus on user experience, not search engines
Keep this tip in mind when creating content: Write and design for people, not the search engines. Search Engines levy all value on the user experience so you have to ensure that your content and design please the visitors.
What’s the point of creating content that doesn’t help, educate, persuade or move readers? People amount to traffic and leads so you should be focused on maximizing the design and content to improve the time people spend on your website.
Make your content readable. It shouldn’t just be informative but also easy on the eyes so readers/visitors can consume that information.
Shy away from spam, write honestly. Write what the tourists would love to know. Your content should refresh and entertain readers so they remember the information. Don’t write for bots but write for human eyes and brain.
Update your website a lot
If you wrote a classy blog last year, don’t let the content grow stale. Keep introducing new content to your website. In fact, write every week!
It’s fairly easy to update your blog every week, especially with all the content management systems available these days. Write to establish a brand and follow a content routine.
Updating your website every day can really help you boost your position with the search engines.
Here are top factors that influence your page:
– The date your website/blog was published
– How frequently your posts got changed and to what extent?
– Are you making changes to the most important pages in your website like Services pages, Homepage, etc?
– What and how many links your website and content receive?
– User behavior
There are more factors but Google generally sees how relevant, consistent and useful your content is.
You can just update older posts like keep the topic same but change the year and introduce new points. Also, you can include your blog in numerous pages of your website so more pages are updated as you publish your blog.
Submitting Website to multiple Search Engines
We have talked a lot of tips for ranking on Google but you shouldn’t ignore yahoo or Bing either.
You can find separate Bing as well as Yahoo webmaster and analytics style sites and you can receive insights using them both.
The website entireweb lets you submit your website to multiple search engines and networks at the same time. Always use Google Search console for your site submission.
Backlinks to Your Website
Let’s first discuss what backlinks are:
Backlinks also called incoming/inbound/inward links, inlinks, to a particular website or web page.
A backlink means a link that a website sends to you. They are coveted because they are fairly hard to collect. Google considers a backlink to the website a sign of trust and value so a high number of backlinks means high authority for your website.
It’s important to understand that mediocre content doesn’t get backlinks, exceptional content does. The more backlinks you acquire, the more visibility you get from the search engines.
Great content is undoubtedly the way to acquiring more backlinks but experts recommend guest posting, directory submission, social network signups, etc.
The reputation of the websites you are guest posting on matters just as much. The content you write for the guest post should be authentic, real, useful and plagiarism-free.
If you are building links to a specific post, you don’t want the links to have identical titles. Be versatile in your approach and use high quality content.
List your website/business on Hotel/Hospitality industry sites
Get your hotel listed on reputed websites like Tripadvisor. It won’t just boost your website’s SEO but also help your business become visible. If people come across your business/hotel on other website and read favorable reviews, you will receive more traffic.
Not only getting listed on websites will help you generate a backlink but also connect with a variety of tourists and potential leads. Getting listed will help you get the exposure you need.
For more visibility, you can connect with local bloggers and invite them in for a review. You can use custom hashtags like #Miamibloggers to invite bloggers.
If finance allows, you can also get in touch with well-known travel bloggers and get an entry on their blog to attract more people.
Look for more Coverage
Try different means of electronic and print media to get more exposure as it will help your hotel business. Basically, just try and put your hotel on the map to attract people. Throw Social media events to attract more visibility. Get creative with your ideas and attract more people to visit. You could have a horror film club meetings at your Hotel’s cafe or you could try a ‘red carpet celebration’ every week or during the award season.
Promote your events and attract media eye to get through to people.
Assume Customer’s perspective
In Hotel SEO, you need to see how your website and online business reputation is perceived by your current and potential customers.
Write about and design what your customers are looking for. Connect with them with new ideas and introduce concepts that attract more people. Check every minute detail of your website and content strategy over and over again. Learn what clicks with people and adopt successful models.
Professional Hotel SEO Services
We design our Hotel SEO strategies keeping these goals in mind:
Our Hotel SEO services include good quality traffic, Google, Yahoo and Bing Listings, amazing brand visibility, advanced SEO analytics tracking and reporting, professional content marketing designing and content writing.
Hotels need to rank on the firsts page globally and nationally as they often have potential guests from other states and countries.
Our SEO for Hotels and hospitality websites Process:
On Page Optimisation Strategies
Title Tag: We optimize the titles by using keywords.
SEO friendly URLs: We make your website’s URLs SEO friendly, relevant and searchable.
Title and H1 tag: We add the H1 tag to the title for best SEO results.
Multimedia: We help decrease bounce rate by boosting non-textual, attention-grabbing content.
Subheadings and H2: We optimize subheading and wrap the text.
Internal Links: We help boost navigation within the website through healthy internal linking.
Site Speed: We increase website load speed by eradicating elements that hinder the speed.
LSI Keywords: We promote content relevancy by enriching content with LSI keywords.
Image optimization: We customize Alt Text for image optimization.
Long-form, engaging content: Since Long-form content is a favorite with Google, we help initiate a long-form content strategy.
Meta Tag: We help optimize meta description and title tag by writing gripping meta tag.
H Tags (H1, h2, h3, h4, h5): We also make H tags keyword rich.
W3C Validation: We improve website’s technical quality through W3C validation.
Robots.txt file: We help web robots crawl website better with Robots.txt file.
Xml Sitemap: We help promote web pages by using the right XML Sitemap.
External Link Check: We screen website’s external linking and use no-follow tags to enhance backlink quality.
Content Duplication Check: We rectify content based on content duplication check. We screen the entire website and check if there is any duplicated content.
Page Content Optimization: We update the website with keyword rich content on web pages.
Canonicalization: We make use of canonical tags to help search engines get which URL should be shown to the visitors/users.
Off Page Optimization Tactics
Article Marketing: Our In-house team develops fresh, original content and writes top notch, state of the art articles, blogs, web content and designs cutting-edge forum, group content, newsletter content, etc. We submit our article content to article directories and help generate backlinks.
Quality Directory marketing: We also indulge in regular high-quality directories for listing claiming.
Classified Submission: We further encourage the website through regular classified submissions.
PR Submission: We send top-notch, informative Press Releases submissions to directions for promotional purpose.
Content Marketing: We work out a content marketing strategy for text-based and video content production and produce high-quality, relevant and consistent content that helps advance user-experience and maximize click-through rate.
Quality Link building: We put immense emphasis on quality link building to advance website’s popularity and significance.
Blogging: Originally part of our content marketing services, we also provide blogging as a standalone service to market entertaining and educating content to readers. We promote the blog to boost lead conversion and loyal audience development.
Pay Per Click And Other Google Ads: Depending on priorities and budget, we devise paid marketing solutions.
Business Listing: We help get your hotel listed on local, national and global hotel directories to gain more exposure.
Email Marketing: Even though we promise high traffic and first page results with our SEO, we also focus on lead generation and put email marketing to use for maximum lead generation.
We are quick and we believe in keeping it simple. So, don’t expect any technical jargon from us. The minute you tell us that you need specialized Hotel SEO services, we get started with the proposal.
We start with a detailed existing report of the website and tell you what you need. Once our plan and the audit report is greenlit, we get started with the changes.
We promise to deliver results within 3-6 months and we personalize every strategy to suit your geographical and industrial needs.
Note: We do not bind any of our clients in any kind of contracts. You are free to unsubscribe from our services and break the contract anytime you want.